P.O.S.T Kevin Hayes, Digital Media Strategist, Communicatto
Forrester POST Model - Corporate Social Media Strategy
Jan 21, 2015
Developing a corporate social media strategy requires precision planning, thoughtful stakeholder analysis, alongside some measurable objectives. The POST model is the foundation for any digital media strategy.
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P.O.S.TKevin Hayes, Digital Media Strategist, Communicatto
© 2014 communicatto, a social media agency
Digital marketing
Demand generationPeople looking for you
• Paid advertising• Search engine optimization• Conversion rate optimization
• Social media• Content marketing• Email marketing
Top of mind
Awareness
© 2014 communicatto, a social media agency
Digital marketing
StrategyThe theory
• Objectives• Alignment with corporate strategy• Long term goals
• Whose job• Social platforms• Tweeting/Facebook
The execution
Tactics
The difference between strategy and tactics: strategy is done above the shoulders, tactics are done below the shoulders
- Jeremiah Owyang
© 2014 communicatto, a social media agency
P.O.S.T
© 2014 communicatto, a social media agency
People
Who are you going after?
© 2014 communicatto, a social media agency
People
Who are you going after?
• Slice up your audience into segments: Age, geography, opinion, psychographics• Organizing who can help:
• Client acquisition – revenue creation• Client retention – revenue preservation• Mainstream media – PR play• Industry experts – Referrals/PR Play
• By narrowing your vision of who you are going to target, you will naturally leave out some people…and that is ok.
© 2014 communicatto, a social media agency
People
Persona buildingPeter Goodheart57MarriedU of A, PhD3.5/5$175,000/yearKids in college, practice, retirementBuilding practiceGolf, government, investingPolitics, community association, costsYour investment is safe. Invs 101They consume many company resources
© 2014 communicatto, a social media agency
Objectives
What are your goals?
• 10% increase in investor understanding• Decrease inbound inquires by 15%• Get investors self serve information
© 2014 communicatto, a social media agency
Strategy
© 2014 communicatto, a social media agency
Strategy
How will this help your business?
• Help send his to kids to school• Give him more time at the golf course• Make him a savvy investor
© 2014 communicatto, a social media agency
Technology
What will your audience respond to
© 2014 communicatto, a social media agency
Technology
What will your audience respond to
© 2014 communicatto, a social media agency
Technology
What will your audience respond to
© 2014 communicatto, a social media agency
Wrap up
• People• Objectives• Strategy• Technology
© 2014 communicatto, a social media agency
Wrap up
Share the love!
@kevinhayesca | @communicatto
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