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Importance of Social Media Strategy
1. The importance of strategy
Social Media & Online Marketing Experts
Lynsey Sweales
@SocialBUK
2. Social Media & Online Marketing Experts
Social Media in the UK
About 73 percent of UK Internet
users interact on social media
platforms
3. Social Media & Online Marketing Experts
Who uses social media in the UK?
4. Social Media & Online Marketing Experts
Different types of social media
Blogs
are online diaries
5. Social Media & Online Marketing Experts
Different types of social media
Microblogs
(Twitter) is texting online
6. Social Media & Online Marketing Experts
Different types of social media
Forums
are conversational threads
7. Social Media & Online Marketing Experts
Different types of social media
Video sharing
(YouTube) is shared
video clips
8. Social Media & Online Marketing Experts
Different types of social media
Social photo
(Flickr / Pinterest /
Instagram) is shared images
9. Social Media & Online Marketing Experts
Different types of social media
Social networking
(Facebook, LinkedIn, Google+)
is all of the above
10. Social Media & Online Marketing Experts
How it relates to business functions
Research = Listening
to the conversations people have with
each other to understand their wants and
needs
11. Social Media & Online Marketing Experts
How it relates to business functions
Marketing = Talking
in the conversations people have with
each other to spread messages about your
business/services/products
12. Social Media & Online Marketing Experts
How it relates to business functions
Sales = Energising others to sell
you by finding your most enthusiastic
clients and supercharging them online
13. Social Media & Online Marketing Experts
How it relates to business functions
Support = Supporting
Customer service tool
14. Social Media & Online Marketing Experts
How it relates to business functions
Development = Embracing
New products, services, improved
efficiencies
15. Social Media & Online Marketing Experts
Why the social media explosion?
Free!
Sharing is a deeply ingrained human
instinct
Traditional communications were brand
led
New communications are word of mouth
led
Access to internet!
Instant!
Social Media & Online Marketing Experts
16. Social Media & Online Marketing Experts
Choosing where to start
17. Social Media & Online Marketing Experts
Social Media Strategy
“What do we want to
achieve with our social
media activity?”
18. Social Media & Online Marketing Experts
Social Media Strategy
BUSINESS OBJECTIVES
BUSINESS GOALS
DEPARTMENT GOALS
SOCIAL MEDIA
GOALS
SOCIAL MEDIA
TACTICS
SOCIAL MEDIA
METRICS
19. Social Media & Online Marketing Experts
Social Media Strategy
START
HERE
NOT
HERE
BUSINESS OBJECTIVES
BUSINESS GOALS
DEPARTMENT GOALS
SOCIAL MEDIA
GOALS
SOCIAL MEDIA
TACTICS
SOCIAL MEDIA
METRICS
20. Social Media & Online Marketing Experts
Social Media Strategy
START
HERE
NOT
HERE
BUSINESS OBJECTIVES
BUSINESS GOALS
DEPARTMENT GOALS
SOCIAL MEDIA
GOALS
SOCIAL MEDIA
TACTICS
SOCIAL MEDIA
METRICS
Without a plan
you plan to ……..
21. Social Media & Online Marketing Experts
Social Media Strategy
START
HERE
NOT
HERE
BUSINESS OBJECTIVES
BUSINESS GOALS
DEPARTMENT GOALS
SOCIAL MEDIA
GOALS
SOCIAL MEDIA
TACTICS
SOCIAL MEDIA
METRICS
What does
success look
like?
22. Social Media & Online Marketing Experts
Social Media Strategy
START
HERE
NOT
HERE
BUSINESS OBJECTIVES
BUSINESS GOALS
DEPARTMENT GOALS
SOCIAL MEDIA
GOALS
SOCIAL MEDIA
TACTICS
SOCIAL MEDIA
METRICS
Have you built
your success with
a plan?
23. Social Media & Online Marketing Experts
Social Media Strategy:The Nuts and Bolts
WHO
you want to
connect with
24. Social Media & Online Marketing Experts
Social Media Strategy:The Nuts and Bolts
WHAT
content you share
25. Social Media & Online Marketing Experts
Social Media Strategy:The Nuts and Bolts
HOW
you interact with
people
26. Social Media & Online Marketing Experts
Social Media Strategy:The Nuts and Bolts
HOW
often you interact
with people
27. Social Media & Online Marketing Experts
Social Media Strategy:The Nuts and Bolts
HOW
you want to influence
people to act
28. Social Media & Online Marketing Experts
Social Media Strategy:The Nuts and Bolts
Who you want to connect with
What content you share
How you interact with people
How often you need to interact
with people
How you want to influence
people to act
29. Social Media & Online Marketing Experts
When you have a strategy you can measure!
1. Strategy
Define business
objectives
Identify required
insights
2. Metrics
Define success
Recommend
actions
3. Organisation
Identify required:
- resources
- training
Identify barriers
4. Technology
Identify tools
based on
strategy, metrics,
and organisation