Social Media Strategy Workshop

Social Media Strategy

Getting somewhere you want to go

Overview

� Strategy steps

� Exercises

� Tools

Strategy Steps

� Goal – what do you want to achieve

� Design – how does the design communicate the

goal

� Promote Existence of – how will you tell people

where you are on the web

� Content – what are you willing to share, how will

you get it shared

� Engage – when people show up, what will you

do

� Metrics – how will you measure success

Goal

� What do you want to achieve?

� Who do you want to interact with?

� How long a commitment are you willing to

make?

� Hint: this is not a sprint

� What budget do you have?

Exercise #1

Design

� What platform will you use – Facebook, blog,etc

� Each platform has a different time commitment

� Each has a different engagement potential

� Each has a different content requirement

� Choose the best for you to start

� How will the design convey “you”?

� Who will build out the platform?

� You

� Hire it

Promote Existence

� Promotion = telling people where you are

� Not “promotions” generating sales

� How will you tell people where to find you

� What other tools will you use

� Blogs

� Signage

� Website links

� Business cards

� Other Facebook Pages

Content

� What will you focus on?

� What are fans interested in

� How much content is yours, how much is from

other sources?

� What other sources?

� What are you willing to share?

� How often will you share?

� What form will content take?

� Pics

� Notes – written text

� Videos

Exercise #2 Finding Content

� Magazines in the salon

� Blogs

� New stories

� Product news – new nail polish colors

� YouTube

� Flicker or Picasa for photos

� Popular events and ask for guesses, predictions

or opinions

� Grammys, Oscars, Final Four, Memorial Day

� “I’m in a funk, I want vacation. If you could go

anywhere, where would you head?”

Engage

� When people show up, what will you do?

� How will you know they showed up?

� Who gets a comment?

� Who will do your commenting?

� How do you handle criticism?

� On the platform

� Internally sharing so you can learn

� How is the community expected to behave?

� Where are those rules?

Exercise #3

Posting to Invite Engagement

Engagement

How could you change the question to be about a

conversation you’re going to have?

•With a vendor

•With your landlord

•With your web designer

Exercise #4

Goal: to cause comments

Metric

� How will you measure progress toward the goal

� What internal indicators to track

Metrics

� Direct and Indirect� Direct – Fan count, daily sales revenue

� Indirect – things that lead up to the above

� What indicators signal progress� Views of map to your location

� Views of your store hours

� Phone call volume

� Open rate of emails

� Engagement level

� View of gallery/photos coming from XX source

� Design conversations

� Sketches

How you show up matters

Do’s

Do be a friend

� Ask questions

� Interact

� Laugh

� Post regularly

� Check for comments daily

� Be helpful

� Have standards

Don’t’s

Don’t be a crabby big-sister

� Preach

� Beg

� Sell

� Be long-winded

� Overwhelm

� Lash out

� Chastise

Thank You

Presented by:

Carla Bobka

[email protected]

http://carlabobka.com