1.5 hour workshop for the Hospital Club's Business@Breakfast.
Create a brand new social media strategy you can implement today.
Slides 1-23: 10 minute presentation
Slides 24-42: Practical workshop: answer the questions and fill out the templates here:
https://bit.ly/SocialMediaReboot.
2. Overview
1.Your content strategy
2.Goals & guidelines
3.Conversations & influencers
4.Building your content calendar
5.Setting up a KPI spreadsheet
6.Competitor benchmarking
7.Integrating social into your daily workflow
5. Everybody’s doing it. Everyone’s selling something. There’s a
lot of noise. Participation is up. Engagement is down.
Social is now mass market
6. Niche is what you do! You’re a small business!
It’s more important than
ever to find your niche
7. Which is part of your overall marketing strategy.
Great content is key to your social media success.
Social is just one part of an
integrated content strategy
8. What’s the one thing you have
that big brands are falling over
themselves to demonstrate?
23. Market research
Lead generation
Improved SEO
Improved brand awareness
Improved business network
Strength in weak ties (Mark Granovetter)
Benefits of good social…
25. Brand awareness/ reach?
Customer engagement?
Customer service?
Market research?
Lead generation/ sales?
Search engine optimisation?
How does social tie in with your business goals?
Why do you want social media?
26. What excites you? What do you want to talk about?
How do you like to communicate: text, voice, images, video?
What’s your natural tone of voice: formal, jokey, chatty?
How will you behave? Will you be political or apolitical?
What’s appropriate / not appropriate?
If you hate social, is there someone else who can do it?
What are you passionate about?
28. Influencers: journalists, bloggers, community leaders..?
Potential customers: businesses? mums? fitness freaks..?
Where does your audience hang out online?
What are they already talking about?
What conversations? What topics? What #tags?
Who do you want to speak to?
31. Curate as well as create - what can you share?
Run campaigns (eg, crowdsourced tips, photos)
Create assets: blogs, infographics, video tutorials, how-tos,
podcasts, slide decks, beautiful images, funny gifs
Interviews with experts and celebrities
Live coverage of industry events (Twitter, Periscope, Storify)
Can you run branded events for your community?
What can you give (of value)?
32. “Never be afraid to invite all
your customers into a room
and get them drunk”
Zack Onisko, Creative Market
34. Month: JANUARY
Week commencing: 4 11 18 25
Topical events
11 Golden Globe Awards
15-5 Apr Black
Square:Abstract Art &
Society 1915-2015
(Whitechapel Gallery)
19-25 IMM Cologne
20- 25 London Antiques Fair
21-25: London Art Fair
22-1 Feb Sundance film
Festival 23-27 Maison
D’Object – Paris 25 Screen
Actors Guild Awards 25-30 Paris Fashion Week
Blog
My New Year's Resolutions/
Five Predictions for Design in
2015
Review of Black Square
exhibition (share via Twitter
using #tag)
How to use art to create a
mood (share via Twitter using
London Art Fair #tag)
My top three inspiring
designs/ looks/ items from
Paris Fashion Week - and why
(share via Twitter using Paris
Fashion Week #tag and
unique #tag)
Twitter Topical links + commentary Topical links + commentary Topical links + commentary Topical links + commentary
Pinterest
Update Interiors Fashion
Photography board and add
detailed description to
introduce board
Update Food Photography
board and add detailed
description
Create Inspiring Art board
(and share via Twitter using
London Art/ Antiques Fair
#tags)
Create Paris Fashion Week
S/S board (and share via
Twitter using #tag)
LinkedIn
Share weekly blog (and topical
links if time)
Share weekly blog (and
topical links if time)
Share weekly blog (and
topical links if time)
Share weekly blog (and
topical links if time)
SAMPLE CONTENT CALENDAR FOR AN INTERIOR DESIGN STUDIO, 2015
35. Go back to your goals at the start of your plan
Against each goal, set a social media metric (KPI)
Set a target that would look good to you in 6 months time
How will you measure success?
36. TARGET
Business Goal KPI (by end of six months) Social KPI Month 1 Month 2 Month 3 Month 4 Month 4 Month 5 Month 6
Increase revenue
Make at least £1000 a month from
advertising Twitter (monthly website unique referrals) 1000
Facebook (monthly website unique referrals) 10
Instagram (monthly website unique referrals) 10
Monthly unique visits (via all social) 1020
Get ROI from social media
Double website referrals % via social
media % social media referrals 20
Raise brand awareness See Social KPI Twitter followers (total) 5K
Facebook fans (total) 2K
Instagram followers (total) 250
Build a loyal community
Increase number of communications
via email, social media interaction and
site comments x 5
Facebook engagement rate (fans/ highest daily
talking about)*100 3
Facebook interactions (Facebook comments,
shares, likes etc - the 28 days "talking about"
figure minus any new page likes) 60
Twitter favourites, retweets + mentions 200
Instagram interactions (likes, comments, shares) 100
Build a loyal community Increase word of mouth referrals Twitter monthly impressions 50K
Establish brand as a publisher of
consistently high quality,
professional content Produce 10 new articles per week Facebook shares 30
Re-publish 2 archive articles per week Twitter retweets 100
Build influence See Social KPI Conversations with influencers (see media list) 20
Attract more contributors See Social KPI Conversations with journalists/ experts 10
DESTINATION LOCAL: SAMPLE KPI SPREADSHEET
38. Facebook insights > compare Pages
klear.com > top followers and conversations for any @Twitter
klout.com > top content for any @Twitter
followerwonk > analyze > analyze their followers (@Twitter)
Who are your competitors?
40. What resources (eg: time, money) do you have for social?
Break down your social media plan into a list of tactics.
Use this list to create your daily tasks.
30 minutes a day would be ideal.
The more you can incorporate social into other daily activities
(eg: commuting, research) the better.
AKA: making sure you do it!
41. Your six top tools
1. Buffer: scheduling, analytics & A/B tests
2.Native analytics (Twitter, FB, YT, Pinterest)
3.Crowdfire: manage your follows
4.Google Trends: great for branding/ SEO
5.Flipboard/ Feedly/ Netvibes: RSS readers
6.Google Analytics > acquisition > social