Learn from this social media how-to. This deck covers topics including understanding your social customers, how to conduct a social audit, social footprints, social reach, social frequency, social amplification, and keyword optimization. Slides taken from Developing A Social Media Game Plan, a class taught by Scratch MM's Andrea Squiteri at Intelligent.ly's Boston campus. Learn more from the experts by visiting http://intelligent.ly/learn
2. • Business Goals
• Social Audit: Where Are Your Customers & Competitors?
• Social Footprint & Reach
• Social Amplification & Frequency
• Optimal Keyword Set
Agenda
5. Unraveling their
lifestyle, pains,
passions
Identifying their
media consumption
choices
Identifying and
connecting with
those who influence
them
Connecting the dots
between your brand
and your customer
with/ social content
Understanding the New Social Customer
7. • Measure Social Reach & Passion Assessment
• Understand Digital Conversations, Volumes, &
Trending Topics
• Track results with a dashboard
Social Audit
8. Unraveling their
lifestyle, pains,
passions
Identifying their
media consumption
choices
Identifying and
connecting with
those who influence
them
Connecting the dots
between your brand
and your customer
with/ social content
Understanding the New Social Customer
9. Brand’s presence on social platforms (Facebook, Twitter,
YouTube, blogs, Pinterest, etc.)
Social Footprint
10. Estimated number of potential or existing customers that can
be reached through Social Footprint
Social Reach
11. The number of times you engage with your Social Reach via
your Social Footprint
Social Frequency
12. The number of times your Social Reach engages and shares
with the content published through your Social Footprint
Social Amplification
13. • Strength – likelihood you’re being discussed
• Passion – repeated mentions
• Unique Authors
• Time between mentions
Social Frequency & Social Amplification
14. Estimated share of brand mentions for a keyword set
compared to select competitors
10
35 55
Share of Voice
Competitor A Competitor 2 You
Digital Share of Voice
15. Unraveling their
lifestyle, pains,
passions
Identifying their
media consumption
choices
Identifying and
connecting with
those who influence
them
Connecting the dots
between your brand
and your customer
with/ social content
Understanding the New Social Customer
16. Web content management software, content
management, content management systems,
enterprise content management system, website
content management, web content management
system, web content management solution, Web CMS,
WCM, CM system and CM Systems
Understand Digital Conversations
18. • Once you have identified strategic keywords, pepper
them into social profiles
• Use keywords in descriptions/bios
• Use keywords in content
• Develop website content with keywords and promote
socially with the keywords
• Search channels to see who is using the keywords
(prospects, partners, competitors)
Optimize with Keywords
20. • Five Killer Strategies to Dominate Social Media’s Big 3:
Facebook, Twitter and YouTube
• Beyond the Big 3: Five Killer Strategies to Dominate LinkedIn
and Pinterest
• Social Engagement: How to Crack the Code of Social Interaction
• How to Audit Your Social Marketing Efforts
• 4 Steps to Developing a Successful Social Media Program
Resources
Frame social efforts:What is your industry?Who are your competitors? How are they using social media?What trends are impacting your business? Who is your audience? What are their passions or pain points? Where are they online? B2B or B2C?
Before you get started, you need to do your research. Brands use social for many different reasons: market research, competitive analysis, growing brand awareness, sharing content, sales, etc. Before you dive in, you need a strategy – as you would for any of your channels. There’s a science behind social. This audit will set up your framework.
Go to socialmentionnow - Measure your ability to drive conversations and engagement compared to your competitors. Use a free social monitoring tools like SocialMention.com (or paid listening tools such as Radian6). Note: > 100 monitoring vendors.Search “brand name” in quotes Focus on the following key measures: Measure your ability to drive conversations and engagement compared to your competitors. Use a free social monitoring tools like SocialMention.com (or paid listening tools such as Radian6). Note: > 100 monitoring vendors.Search “brand name” in quotes Focus on the following key measures:
Measure digital conversations:How vibrant is the digital dialog about your category?How many conversations are happening? Where?What is your digital share of voice vs competitors?