How do you set up a an effective social media business strategy?

2. Target Market
 Identify broad segment and smaller ones under based
on:
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Geographical - Global
Age
Income
Interests
Gender
Occupation
Education
Values
Interests
Lifestyles

3. Identify Brand Essence
 Brand Essence is:
 The characteristics that define a brand. Often used interchangeably with brand
personality. Brand essence is used when defining a brand persona.
 Could be Brand Essence:
 Honest/Trustworthy
 Industry leader
 Personal
 Flexibility
 Global
 Competitive
 Knowledgeable)
 Technologically capable
 Fun
 Young / dynamic
 Up-to-date / ahead of the game

4. Brand Persona
 A Brand Persona is:
 A set of human characteristics that are attributed to a
brand name. A brand personality is something to which
the consumer can relate, and an effective brand will
increase its brand equity by having a consistent set of
traits, that are clearly communicated through all social
media efforts.

5. Brand Persona Example
 Meet Layton Williams
Helpful
World
Traveler
Fun
Self sufficient
Hip
Influential
Male
Successful
?
Technologically
Savvy
?
Honest
?
Young
?
Smart
?
Layton Williams

6. Social Media Content Pillars
 Content Pillars are:
1. The core content themes that you identify with your brand.
2. The Brand Persona and the overall brand tone will dictate
the themes of your content.
3. The themes and topics your content revolves around need to
be rooted in your brand essence and relevant to your target
market.
4. Content must be congruent with above to not affect the
brands credibility
5. Work on the premise that instead of writing about a
vast array of topics, you focus in on certain key topics
or themes to structure your content production.

7. Content Pillars - Example
1.
Promotions
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2.
News
Conferences
Blog posts
Articles
New Games
Market Developments
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Opening/closing markets
Market Research
Developing Markets
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Technology
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Mobile developments
SEO developments
Tablet developments
Google news
Social Media News
 XXXXXX?

8. Channels & Platforms
 Social Networking Channels:
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Facebook Platform
LinkedIn Platform
 Blogging and Micro blogging Channels:
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Twitter Platform
Blog Platform
Forums Platform

9. Objectives of Channels
 Community building and engagement
 Advertising and awareness
 Reputation and crisis management
 Insights and research
 Support and customer service
 Search engine optimization
 Communication and outreach
 Sales and lead generation

10. Channel choice considerations:
 What social media platforms and tools do the target
audience use?
 How long do they spend there?
 What do they do on the platforms and channels?
 What are the limitations and requirements of each
channel and platform?

11. Pro’s of FA Channels
 Social Networking
 Facebook & LinkedIn
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Word-of-mouth spread of information
Integration with paid media offerings
A potentially large number of contacts to reach
Several ways for businesses to communicate with their audiences
Building relationships
 Blogging and Micro blogging
 Twitter, blogs & Forums
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The ability to become highly influential in a niche area
A way to demonstrate thought or opinion leadership and the
opportunity to show a human face / brand persona
A space to publish content directly and easily to a mass audience and
learn from the thoughts of this audience
Driving traffic

12. Facebook:
Requirements & limitations of platforms
 Requirements
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Ongoing engagement
Timely responses to queries and concerns
Engaging and targeted content
Clear brand persona and tone
Escalation processes and channels
At the minimum, a brand page with relevant images reflecting the brand
Integration with other channels and platforms
 Limitations
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Effective engagement can be time consuming
Can’t communicate privately with fans unless they initiate the conversation.
Users are unhappy with privacy issues
The platform is increasingly being used for marketing, which could frustrate users
if not used correctly
CRM is in the public space and this must be effectively managed.
Marketing needs to be done sensitively due to the wide audiences on the platform
and the fact that they are not there to receive marketing content.

13. Like us on Facebook Page

14. Analytics
 Shows that pictures get the most views and interaction
 Platform that has almost equal amount of male/female

15. Twitter:
Requirements & limitations of platforms
 Requirements:
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A brand page with relevant brand images
Resources to monitor and manage the page
Real-time responses to people’s queries and concerns.
Content length limited to 140 characters or less
A potential audience of millions of users
 Limitations:
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Even with brand pages, it is still limited in terms of how much can be
shared.
If you have a log of engagement, it can be time consuming and might
required dedicated resources to manage.
CRM is in the public space and must be effectively managed.
It can be challenging to write effective messages in 140 characters or less.
Because Twitter moves so fast, tweets may bot get the readership you’d
like.

16. FA Twitter – Follow us
Things to consider:
• Densest age group is 18-29 how
does this fall within the your
segment?
• Who are you targeting?

17. Objectives
 An objective is:
 “You can only achieve valuable results through social media channel if you can define what
your objectives are up front. You need a plan. Defining your objectives will dictate who you
want to speak to (and with) what channels to use to reach them and how you engage with
these channels.”
 SMART Model:
 Specific
– Results you are looking for.
 Measurable
– Determine specific goals to measure brand
awareness upfront.
 Achievable
– Look at what’s feasible, don’t set yourself
up for failure
 Realistic
- What is realistic with resources at your disposal?
 Time Bound
- Set a timeframe, to attain a set target.

18. Objectives per Platform - examples
 Facebook:
 Build an online community of a least 500 followers
within the next 6 months, with an average engagement
rate of 5%.
 Twitter :
 To increase the amount of followers from 1,407 to +2000
over the next 6 months, with an average engagement
rate of 5%.

19. Monthly Social Media plan
Day
Date Time
April 1
Monday
8:00
,2013
Sunday
April 6
8:00
,2013
April 7
8:00
,2013
8:00
1
2
3
8:00
1
2
3
8:00
1
2
3
8:00
1
2
3
8:00
1
13:00
15:45
Saturday
April 5
8:00
,2013
2
3
13:00
15:45
Friday
April 4
8:00
,2013
1
13:00
15:45
Thursday
April 3
8:00
,2013
8:00
13:00
15:45
Wednesday
Content Pillar
#
13:00
15:45
April 2
8:00
,2013
Facebook
Time
13:00
15:45
Tuesday
Content Pillar
2
3
8:00
1
13:00
15:45
2
3
Twitter