How to Create A Social Media Strategy In 9 Easy Steps
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Social Media has become a vital part of a company’s marketing mix, but many people don’t even know where to start. Whether you decide to use one platform or all of them, creating a sound social media strategy before you begin can be critical to your success. Join social media experts Lance Brown and Heather Centorbi as they explore nine simple steps in developing a sound social media strategy. They explore why social media is viewed as being so difficult, how social media has changed business, and who should be responsible for social media in addition to answering the question “Where should I start?”. Watch this webinar to learn: - How to identify, plan for, and execute a social media strategy - What type of content you should promote - Ways to promote your social media channels - What metrics other CMO’s are using to measure their social media activities
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How to Create A Social Media Strategy In 9 Easy Steps
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- 2. This webinar will be available afterwards at marketing.wtwhmedia.com & email Q&A at the end of the presentation Hashtag for this webinar: #SMWebinar 2
- 4. Poll: How Would You Rate Your Social Media Knowledge? 4
- 5. Business is Going Back to the Butcher Intimate Social-Based Marketplace • Relationships • Word-of-Mouth • Proximity Distant Early Mass Marketing • Printing Press • Mail • Newspapers More Distant The Digital Divide • Radio • Television • Internet Intimate Social-Based Marketplace • Facebook • LinkedIn • Twitter • Yelp • Google+ • Relationships • Word-of-Mouth 5
- 6. External Challenges We don’t own the platforms Landscape is constantly changing Can’t long-term strategize How we use social media is evolving ◦ We’ve been doing “social media” for a long time (video, blogs, forums) Internal Challenges Executives demanding you show ROI Legal departments think it’s a nightmare Don’t have the budget/time/resources Erroneous stigmas 6
- 7. EVERYONE!!! Marketing (Generally leads) PR – Outbound communication Customer Support – “Social care” HR – Recruiting Sales – Lead targeting VPs – Company transparency & culture Creative – Images / Video IT – Site integration 7
- 8. Identify PlanExecute 8 Identify 1. Objectives 2. Audience 3. Content Plan 4. Establish Goals 5. Delegate Responsibility 6. Organize Efforts Execute 7. Promote Your Presence 8. Measure & Analyze Results 9. Use Metrics to Adjust Your Plan
- 9. Poll: Do You Have A Current Social Media Strategy? 9
- 11. Decrease Expenses Social recruiting Customer support Marketing Increase Sales Customer retention Brand awareness (TOMA) Generate leads Site traffic Brand Value Reputation Management 11
- 12. Who are you trying to reach? Consider the following: ◦ Demographics ◦ Likes/Dislikes ◦ How do they use social media? ◦ What relationship do they want with you? ◦ What content are they searching for online? 12
- 13. What do you have to offer that adds value? Put yourself in the customer’s shoes ◦ Why would I want to follow you? ◦ People don’t like pushy sales people Share content that makes one’s life or job better, easier, or more cost effective o Whitepapers o Blog posts o Tutorials/How-to’s o Videos o Infographics o Calculators o Webinars o Case studies o E-books 13
- 14. Webinars ◦ GoToWebinar ◦ ON24 ◦ Webex Infographics ◦ infogr.am Podcasts ◦ podbean.com ◦ blubrry.com ◦ freepbx.org Visual podcasts ◦ Skype Call Recorder ◦ YouTube ◦ Google Hangouts Marcus Sheridan: The Sales Lion “How to write 100 Blog posts in under 5 hours” 14
- 16. Quantitative Downloads Site Traffic New Emails Resumes Gathered Response Time Leads Other Example: "Ford's social strategy is to increase the amount of test drives because they know that X percent of test drives turn into sales" 16
- 17. Who’s going to do the work? ◦ Dedicated Role ◦ Shared Role ◦ Intern ◦ Outsource 17
- 18. Create a Content Calendar Plan: Type of content Time to post Platforms to post 18
- 20. Website Content (Whitepapers, PR, etc.) Print ads Social Ads Vehicles Event Banners Online ads E-Blasts Email Signatures Business cards Free social media icons: http://social-icons.com/50-free-social-media-icons-mixed-designs 20
- 21. Step 8: Measure & Analyze Your Results 21
- 22. ◦ Time on video ◦ Response time ◦ Resumes gathered ◦ Ad CTR ◦ New Emails ◦ Shares It’s all about reaching YOUR goals and objectives 22 What else can you measure? Step 8: Measure & Analyze Your Results
- 23. Positive ROI Negative ROI Invest more in social media resources Broaden social media strategy scope Are your activities aligned with your social strategy? Has your social strategy been implemented properly? Are you investing in too many resources? Were your assumptions in your social strategy correct? Did your content resonate with your audience? 23 Continuously identify new objectives and content
- 24. “What’s the ROI of putting your pants on every day? It’s hard to measure, but there’s negative consequences for not doing it.” Scott Monty, Global Digital Multimedia Communications, Ford 24
- 25. 25 Identify PlanExecute Identify 1. Objectives 2. Audience 3. Content Plan 4. Establish Goals 5. Delegate Responsibility 6. Organize Efforts Execute 7. Promote Your Presence 8. Measure & Analyze Results 9. Use Metrics to Adjust Your Plan
- 26. WTWH Media Heather Centorbi hcentorbi@wtwhmedia.com Phone: 440.234.4531 ext. 115 Twitter: @WTWH_SocialXprt WTWH Media Lance Brown lbrown@wtwhmedia.com Phone: 440.234.4531 ext. 108 Twitter: @WTWH_SocialGuru 26 WTWH Media Marketing Blog http://marketing.wtwhmedia.com
- 27. This webinar will be available at marketing.wtwhmedia.com & email Tweet with hashtag #SMWebinar Join us for future webinars on various social media topics Learn more about WTWH Media’s social media services: email socialmedia@wtwhmedia.com 27
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Notes de l'éditeur
- Insert customer support stats….Instead of sending employees to career fairs they can use LinkedIn (or another social network) to recruit right from their own office.
- Insert customer support stats….Instead of sending employees to career fairs they can use LinkedIn (or another social network) to recruit right from their own office.
- For social media to be successful, an important key factor is identifying your audience How do they use social media? – Are they using social media to buy products? To see what the company is up to? For customer service? --- REWORD!!
- Customers shoes: What kind of information are YOU looking for when you follow a company on social media?
- Explain what an infographic is – insert one? Explain YouTube: record a video using your own webcam, create a photo slideshow and it also has editing toolsMarcus sheridan story: List blogs: pic of marcussheridan and saleslion.comtalk about his story Every copany should consider having a company blog post and using it as a resource for your audience, but content can be hard to generate, for that, check out this blog post called :100 under in an hour, talk about marcussheridan and story....)Small biz owner of pool company, through writing blog posts, turned company into no. 1 pool site in the world all from good blog posts... tells how he generated so many ideas
- Now it’s time to let your customers know you’re on social media– place Social outlet icons on vehicles, on business cards, direct links to social sites on website, social outlets in print/online ad as well as on e-blasts
- There are many ways to measure your efforts including google analytics, Sprout Social, Facebook, LinkedIn and Pinterest insights as well as YouTube analytics
- Did you get the amount of site traffic you wanted and expected from social media? Going back to the test drives example earlier, did you get that certain amount of test drives and how many turned into customers? Be sure to utilize your CRM tools such as SalesForce or Zoho which sometimes have social integration in which you can track leads coming from social