What makes a good social media strategy? We believe it's a good foundation. You can always add pieces after the fact, but having a good understanding as to WHY you're doing X or Y can help you focus on what's important. Here's what we do, simplified, but very handy!

1. THE
SOCIAL
MEDIA
STRATEGY
PATH
OF
A

2. What is this..?
A strong social media strategy is the difference between
a small garden you can make salads with, to a farm
that bears enough fruit to feed your company.
This is a simplified keynote of the methods
a company can use to start building a
strategy that yields results.
This is just the foundation.. you add to it from here.

3. 1
Client Goals
What do you wish to achieve?

4. Brand Awareness
Brand awareness help others
notice your brand and the
conversation it brings to the table
Effectively, it’s really about Top-
Of-Mind marketing, where
someone thinks of your brand
when a product or service is
needed
Being a part of a potential clients
feed allows you to be present in
their daily conversation

5. Community Building
Community is the true currency
you are trying to attain
A community can advocate on
your behalf, engages you and
each other and embeds your
brand into their language
You would rather have 100
engaged followers than 1000
likes. Likes mean nothing is no
one is talking

6. Thought Leadership
What do you have of value to add
to the conversation? You have
your expertise, this is your thought
leadership
Using different mediums to
express your opinion and
expertise is what gives you
content ie. Infographic,
Whitepapers, Blogposts
Giving the community something
of value is what makes people
share your content

7. Drive Traffic
Where do you want your posts
to lead to? Your website of
course!
If your website has a good sales
funnel, driving traffic should be
one of your goals, which can in
turn lead to conversions
Honestly, who doesn’t like
seeing their Google Analytics
numbers go higher and higher?

8. Choose 3 of the above goals and focus on them individually,
building over time, a cohesive idea of how they interweave.
Of course you want all of the above, but narrowing down
your goals will help in creating a REALISTIC strategy that
you can maintain.
After all, what good is a marketing strategy if you can’t
maintain it?

9. 2
Persona Profiles
Who is your audience and what do they do?

10. Creating Persona Profiles
Create profiles of your ideal clients that include:
Gender
Age
Job Description
Income
Likes & Dislikes
This will help you determine which social
channels this demographic uses most and
ultimately, help you hone your message
Proper Persona Profiles can help your
marketing strategies on and offline

11. 3
Channels
Which channels are worth your investment?

12. Choosing Your Channels
There are over 800+ social media channels,
so which do you choose?
You choose the ones your target audience
uses, hang out where they hang out.
This is why we ask the questions:
Who is your target audience?
Where do they congregate?
What do they talk about?
What do they love?
Creating Persona Profiles helps us narrow
down the channels

13. Here’s a sample of information for the 3 of the biggest
social media channels, that of Facebook, LinkedIn & Twitter.
This is where you cross reference your persona profiles
against the channels own demographics to find out
if your audience uses them.
As an example, if your ideal customers drive a Lexus, make
$350k/ year and are over the age of 45, it may be safe
to say that they don’t hang out on Facebook much,
most likely LinkedIn is your better bet.

14. Facebook
Demographic: 58% Women
Pros: Very Community Centric
Benefits: Depending on your
industry, most people will look
for you on this channel first
Users: 1.4Bn

15. LinkedIn
Demographic: Business
Pros: Direct B2B engagement
Benefits: Real-World Network
Users: 347m

16. Twitter
Demographic: Mobile-Centric
Pros: Perfect for Customer
Service
Benefits: Very Event-Oriented
Users: 288m

17. 4
Content Strategy
What kind of content should you create?

18. Whitepaper
A white paper is a piece of
evergreen content which can be
used over and over again
It provides your expertise in more
than just a bite-size format eg. How
to build amazing abs in 5 steps.pdf
You use it to build your email list,
providing it in exchange for an
email address
It’s the gift that keeps on giving
because if it’s good, it will be
shared

19. Infographic
An infographic is also a piece of
evergreen content
It provides a visually appealing
way to showcase statistics to
make a specific point eg. How
Millennials Use Social Media
Good infographics make the
rounds of the internet, great
share ability

20. Blogposts
Is the first step to establishing your
expertise
Consistency is key, keeping a scheduled
blogpost is beneficial for your audience
and for SEO purposes
Helps drive traffic to your site because
you’re continuing to create fresh content
to put out on your social channels
Google LOVES seeing you create fresh
content for your community, it helps with
your SEO rankings
Very cost effective. Minimum 300 words
and an image is truly enough for most

21. Video
Video is currently the medium of choice
right now, consider it a powerhouse
Doesn’t matter if it’s not super
professional, that human element is
trusted more
Good audio is key though
Gives you an extra social channel to
engage via YouTube (3 minutes),
Instagram (30 seconds) or Vine (6
seconds)
Length is key - see above

22. Images
We are very visual creatures, so let a
picture speak 1000 words
You have 3-8 seconds to engage someone
on social media, what do you think
works best?
Extremely easy content to create!
Create a non-obtrusive watermark
(bottom left or right corner) of your
images for longer brand awareness when
they make the rounds of the internet
It also provides some comedy relief.
People LOVE to laugh!

23. 5
Cultivate
What are we growing here?

24. Cultivating an Audience
A strong channel has great
engagement, so how do you
cultivate the right audience?
Proper Persona Profiles
Content that shares so others
want to join in on the
conversation
Make them love you! Find out
what your audience enjoys

25. Creating Engagement
You have to give people a reason to follow
you, and believe it or not, they don’t really
care about your special deals half the time
Ask yourself why you follow certain brands?
Some people really enjoy the behind the
scenes of an agency, don’t be afraid to show
failures as well as successes
Creating fun, enjoyable, education and
informative content is the key to good
engagement
Engagement is what builds a community, so
find unique ways to do so
Above all, KNOW YOUR AUDIENCE!

26. 6
Marketing Objectives
Measure. Measure. Measure

27. Analytics
If you can’t measure it, it doesn’t exist is a
mantra you should consider
Return on Investment (ROI) is a word you
will love to hate
Social Media is extremely measurable
but..
Some very important aspects can’t really
be measured, like the value of your
community, why higher engagement is
better for your bottom line
Some of these metrics are hard to truly
measure in dollars, but there are creative
ways

28. Benchmark
You have to start somewhere, so write down where
you started with:
Followers
New followers per day
Posts per day
Shares/ Retweets per day
Visits
and any other metric you feel is important
This helps you see your progress and set goals
This also helps you see if what you’re doing is
working or if you should change it up
Keeping tabs on your metrics also helps provide hard
numbers to management
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29. We hope you found this slideshare informative,
and that it helps you build a more coherent
social media strategy.
If you do like it, all we ask is that you share it,
thus proving that good content finds
a way around the internet.
If you didn’t like it, make it better.
Create the good content you want to see.
- The Octopus & Son Team

30. www.octopusandson.com
info@octopusandson.com