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Social Media Marketing

social marketing software




4   Steps to Developing a Successful
    Social Media Program




      Develop a Social Media Program in 4 Steps
     from Awareness, Inc | Creators of the Social Marketing Hub
            @awarenessinc | awarenessnetworks.com
Social Media Metrics




               Introduction

               Building a social media program is an exciting opportunity. It’s an opportunity to dramatically
               change the way you connect with customers and other constituents - a chance to tap into
               conversations, learn more about how your brand is perceived, promote your product or
               service in new ways, and ultimately grow your business. Often the things you learn in your
               social media program can inform your more traditional marketing efforts as well, as you
               engage directly with your audience and learn more about what makes them tick.

               But there’s a lot of work that needs to be done before jumping into a full-scale social media
               program. These steps are often overlooked by companies beginning these programs, but they
               are key to the success of your efforts.

               Properly preparing as social media strategy that includes goals and measurement will ensure
               you get the most out of your program.


 “Executives need to understand that social media isn't a trivial plaything to be used
 on a whim. They need strategy as well as tactics, and the tools and sophisticated
 business processes to control them."

 - Erik Sherman, CBS Business

               In short, building a social media program should not be taken lightly! Social media – while
               trendy – is also a fully mainstream communications tool, and its power it shouldn’t be
               ignored.

               Taking a simple four-step process to prepare for the launch of a successful social media
               program can ensure that you’re set up to interact in social media venues before you get
               started. This process includes:

               -       Identifying your goals
               -       Finding your audience
               -       Setting your key performance indicators
               -       Scheduling and resource management

               This step-by-step exercise in program-building gives you a chance to focus your efforts. The
               social media world is changing rapidly, so this helps narrow the scope of how you plan to
               interact and build your program.

               It will also set up your criteria for success in advance by creating a set of metrics before you
               jump into the fray. This will take a lot of the uncertainty out of your social media program,
               and will also allow you to know when you are doing things right, and when adjustments need
               to be made.



www.awarenessnetworks.com
Social Media Marketing Strategy




     Step 1: Identifying your goals

     At first glance it might seem unnecessary to set goals for a social media program specifically – there’s a tendency
     to think that the goals for social media are the same as the overall marketing program. But because of the many
     different ways social media can be used, it is important to identify specific goals for these efforts.

     Here are some examples:

     -         To reach new customers
     -         To interact with existing customers to build brand
               loyalty and encourage them to recommend
               your product/service
     -         To provide customer service
     -         To capture leads
     -         To increase sales
     -         To establish yourself as a thought-leader in your industry
     -         To recruit new employees

     Each of your goals will help you to choose which social media platforms and audiences are the best fit for your
     efforts, and will allow you to set realistic and measurable metrics for the program.

     Be sure to also be realistic in terms of how much time and staff you’ll be able to commit to your social media
     program. Far too often, companies try to do everything at the start and are quickly overwhelmed with how much
     time is required to keep up the effort. If your company is trying a social media program for the first time and you
     have limited resources, starting with one or two key goals, measuring the effectiveness of your efforts, and then
     increasing your commitment once the initial program is established will be a more measured and ultimately more
     successful approach.

     Step 2: Finding your audience

     Finding your audience is key to a social media program. Each social
     channel has different types of audiences, and each one is used in
     different ways for different purposes.

     For example, if you’re looking to build a group of brand supporters,
     Facebook could be the best choice. If you’re looking to reach
     potential customers who have never heard of you, or to become a
     thought leader in a particular industry, Twitter might be the better
     option. If you’re hoping to use social media for something like
     recruiting, a combination of Twitter and LinkedIn could be your best
     bet.

     You’ll have to do some research upfront. There are some great ways
     to begin looking into where your key audiences are interacting and
     how.

     “If you don’t naturally know where people are hanging out, don’t panic. It just means you’ll need to do some
     research to start. Head to Twitter and search for your brand name, your competitors’ names, your keywords,
     industry, etc. Decide if there’s enough conversation to warrant engagement. Head to Facebook and see if there
     are any Fan pages dedicated to your company or industry. If there aren’t, are there a lot of people who list it as an
     interest and who may be interested in joining a community on that topic? Go to Yahoo Answers and see if people
     are asking or answering questions. If your community is Internet-literate, they’re talking somewhere. You don’t
     have to invent the neighborhood, you just have to track it down and move in.” – Lisa Barone, Outspoken Media

     Once you’ve set your goals, you can start researching and determining the best social channels, tools and services
     to meet the needs or your program.

www.awarenessnetworks.com
Social Media Marketing Strategy


Step 3: Setting your KPI’s

Once you’ve set the goals for your social channels and established your key audiences and the platforms they
interact on, you can start setting the metrics and benchmarks.

To give you an idea of how goals, audience, and social channels all work together and can be used to set your
metrics, take a look at the following example:

You’ve decided to launch a social media program focused on building your reputation as a thought leader in a
particular industry.

You’ve chosen to focus on an audience of C-level and management-level decision makers in your industry.

You’ve determined that running a regular blogging program alongside a Twitter campaign and a LinkedIn
network-building program will be the best way to reach this goal.


“It depends what you’re trying to do. If you’re looking for more donors, then I don’t
think 1 million views of a video translates well into donors. If you’re looking for more
exposure for some product, then maybe it doesn’t matter how many leads you get, if
you’re hoping just to get seen. So, don’t consider this all law. Just consider it another
way to view thoughts on metrics and which ones work and don’t for you."

- Chris Brogan, chrisbrogan.com


To set metrics under this circumstance, start by looking at some of the things that can be measured on each
platform:

-       Blog traffic
-       Twitter followers
-       Retweets of your content
-       Interactions on Twitter
-       LinkedIn group members
-       Blog comments
-       Independent shares of your content
-       Trackbacks to your blog

Now we can set some goals. These will depend on your organization. If you’re a more established brand, you’ll
likely gain a quick following. If your company is new or relatively niche, it might take longer to build your base.

While there are a lot of metrics that can be measured, remember that this is a benchmark. You’ll need to
customize your goals and measurement tools depending on what you want to get out of your social media
program.




                                                                                                   www.awarenessnetworks.com
Social Media Marketing Strategy




       Step 4: Scheduling and resource management

       Let’s get started! This stage is about setting timelines
       and determining how you’re going to staff and
       support your ongoing social media program.

       There are some important things to think about
       when formulating a plan. Not all of these are relevant
       to every organization, but these are some of the core
       things to consider when formulating your plan:

       Time
       -          Writing (blogging, Twitter updates, Facebook
                  updates, interacting in user-groups)
       -          Research (finding topics to write about, links
                  to share, people to follow or invite to your
                  group, or new tools to use)
       -          Maintenance (responding to comments,
                  reaching out to people who are talking about your brand or industry, monitoring your communities on a
                  daily basis, etc.)

       Staff
       -          Dedicated staff member vs. group effort
       -          Will staff be doing this on top of existing responsibilities
       -          Training
       -          Ongoing professional development to keep up with trends
       -          Who is going to be the voice behind your social media effort, how will you ensure that it’s an authentic
                  voice, and who makes the decisions on how to handle any negative comments or major opportunities
                  that arise
       Timeline
       -      Planned monthly tasks
       -      Quantity of content creation and updates per week or month
       -      Phased rollout of new social media presences
       -      All based on the time/staff decisions made above


       These options will naturally lead to other questions to consider that will address any specific challenges or
       opportunities your organization may see when implementing its social media program. In the end, this planning
       process will prepare you to embark on the next phase: tactical implementation. We’ll address this part of the
       process and what’s involved in actually getting started on your social media program in our next e-book, so stay
       tuned. For now, get started on the planning process, and check out our other content to help you get on your
       way.




www.awarenessnetworks.com
Social Media Marketing Strategy




     The Awareness Social Marketing Hub

     The Awareness Social Marketing Hub helps marketers publish, manage, and measure their marketing across key social
     media channels, and helps marketers engage with users around that content. The Hub has support for the most
     important social marketing channels in use by enterprises today, including Foursquare, Facebook, Twitter, YouTube, Flickr,
     and branded online communities.

     The Awareness Social Marketing Hub offers some groundbreaking benefits to enterprises that are looking to get serious
     about social media marketing. Benefits include:

     •          Control your social media publishing with enterprise-grade permissioning, workflow, and audit controls
     •          Centralize your social media strategy and execution to coordinate product, business unit and corporate
                messages
     •          Use social media to engage throughout the entire customer life-cycle
     •          Engage and interact directly with the people who are talking about your social marketing campaigns
     •          Measure success across social media channels

     For more information see http://www.awarenessnetworks.com/why-the-hub




                                                                                                        www.awarenessnetworks.com
social marketing software




Contact Information:

Awareness, Inc.                        About Awareness
25 Corporate Drive, Suite 390
Burlington, MA 02451                   Awareness builds social marketing management software for marketers leveraging multiple social
                                       channels to engage with customers, build their brand, and increase revenues. Built upon Awareness’
United States                          deep expertise powering the social media strategies of over 200 brands including Sony, British Telecom,
Tel: 1 781-270-240                     Comcast Sports Group, Fairmont Hotels CurrentTV, Kodak and AIRMiles, the Awareness Social
                                       Marketing Hub helps marketers publish, manage, and measure their marketing activities across key
                                       social media channels, and engage with users around that content. The Hub has support for the most
Awareness Canada                       important social marketing channels in use by marketers today, including foursquare, WordPress,
                                       Facebook, Twitter, YouTube, Flickr, and branded online communities. For more information and to
5050 South Service Road, Suite 100
                                       request a demo, please visit: http://www.awarenessnetworks.com
Burlington, ON L7L 5Y7
Canada
                                                                                                                                © 2011 AWARENESS, INC.
Tel: 1 866 487 5623
Fax: 1 905 632 4922

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4steps smm awareness

  • 1. Social Media Marketing social marketing software 4 Steps to Developing a Successful Social Media Program Develop a Social Media Program in 4 Steps from Awareness, Inc | Creators of the Social Marketing Hub @awarenessinc | awarenessnetworks.com
  • 2. Social Media Metrics Introduction Building a social media program is an exciting opportunity. It’s an opportunity to dramatically change the way you connect with customers and other constituents - a chance to tap into conversations, learn more about how your brand is perceived, promote your product or service in new ways, and ultimately grow your business. Often the things you learn in your social media program can inform your more traditional marketing efforts as well, as you engage directly with your audience and learn more about what makes them tick. But there’s a lot of work that needs to be done before jumping into a full-scale social media program. These steps are often overlooked by companies beginning these programs, but they are key to the success of your efforts. Properly preparing as social media strategy that includes goals and measurement will ensure you get the most out of your program. “Executives need to understand that social media isn't a trivial plaything to be used on a whim. They need strategy as well as tactics, and the tools and sophisticated business processes to control them." - Erik Sherman, CBS Business In short, building a social media program should not be taken lightly! Social media – while trendy – is also a fully mainstream communications tool, and its power it shouldn’t be ignored. Taking a simple four-step process to prepare for the launch of a successful social media program can ensure that you’re set up to interact in social media venues before you get started. This process includes: - Identifying your goals - Finding your audience - Setting your key performance indicators - Scheduling and resource management This step-by-step exercise in program-building gives you a chance to focus your efforts. The social media world is changing rapidly, so this helps narrow the scope of how you plan to interact and build your program. It will also set up your criteria for success in advance by creating a set of metrics before you jump into the fray. This will take a lot of the uncertainty out of your social media program, and will also allow you to know when you are doing things right, and when adjustments need to be made. www.awarenessnetworks.com
  • 3. Social Media Marketing Strategy Step 1: Identifying your goals At first glance it might seem unnecessary to set goals for a social media program specifically – there’s a tendency to think that the goals for social media are the same as the overall marketing program. But because of the many different ways social media can be used, it is important to identify specific goals for these efforts. Here are some examples: - To reach new customers - To interact with existing customers to build brand loyalty and encourage them to recommend your product/service - To provide customer service - To capture leads - To increase sales - To establish yourself as a thought-leader in your industry - To recruit new employees Each of your goals will help you to choose which social media platforms and audiences are the best fit for your efforts, and will allow you to set realistic and measurable metrics for the program. Be sure to also be realistic in terms of how much time and staff you’ll be able to commit to your social media program. Far too often, companies try to do everything at the start and are quickly overwhelmed with how much time is required to keep up the effort. If your company is trying a social media program for the first time and you have limited resources, starting with one or two key goals, measuring the effectiveness of your efforts, and then increasing your commitment once the initial program is established will be a more measured and ultimately more successful approach. Step 2: Finding your audience Finding your audience is key to a social media program. Each social channel has different types of audiences, and each one is used in different ways for different purposes. For example, if you’re looking to build a group of brand supporters, Facebook could be the best choice. If you’re looking to reach potential customers who have never heard of you, or to become a thought leader in a particular industry, Twitter might be the better option. If you’re hoping to use social media for something like recruiting, a combination of Twitter and LinkedIn could be your best bet. You’ll have to do some research upfront. There are some great ways to begin looking into where your key audiences are interacting and how. “If you don’t naturally know where people are hanging out, don’t panic. It just means you’ll need to do some research to start. Head to Twitter and search for your brand name, your competitors’ names, your keywords, industry, etc. Decide if there’s enough conversation to warrant engagement. Head to Facebook and see if there are any Fan pages dedicated to your company or industry. If there aren’t, are there a lot of people who list it as an interest and who may be interested in joining a community on that topic? Go to Yahoo Answers and see if people are asking or answering questions. If your community is Internet-literate, they’re talking somewhere. You don’t have to invent the neighborhood, you just have to track it down and move in.” – Lisa Barone, Outspoken Media Once you’ve set your goals, you can start researching and determining the best social channels, tools and services to meet the needs or your program. www.awarenessnetworks.com
  • 4. Social Media Marketing Strategy Step 3: Setting your KPI’s Once you’ve set the goals for your social channels and established your key audiences and the platforms they interact on, you can start setting the metrics and benchmarks. To give you an idea of how goals, audience, and social channels all work together and can be used to set your metrics, take a look at the following example: You’ve decided to launch a social media program focused on building your reputation as a thought leader in a particular industry. You’ve chosen to focus on an audience of C-level and management-level decision makers in your industry. You’ve determined that running a regular blogging program alongside a Twitter campaign and a LinkedIn network-building program will be the best way to reach this goal. “It depends what you’re trying to do. If you’re looking for more donors, then I don’t think 1 million views of a video translates well into donors. If you’re looking for more exposure for some product, then maybe it doesn’t matter how many leads you get, if you’re hoping just to get seen. So, don’t consider this all law. Just consider it another way to view thoughts on metrics and which ones work and don’t for you." - Chris Brogan, chrisbrogan.com To set metrics under this circumstance, start by looking at some of the things that can be measured on each platform: - Blog traffic - Twitter followers - Retweets of your content - Interactions on Twitter - LinkedIn group members - Blog comments - Independent shares of your content - Trackbacks to your blog Now we can set some goals. These will depend on your organization. If you’re a more established brand, you’ll likely gain a quick following. If your company is new or relatively niche, it might take longer to build your base. While there are a lot of metrics that can be measured, remember that this is a benchmark. You’ll need to customize your goals and measurement tools depending on what you want to get out of your social media program. www.awarenessnetworks.com
  • 5. Social Media Marketing Strategy Step 4: Scheduling and resource management Let’s get started! This stage is about setting timelines and determining how you’re going to staff and support your ongoing social media program. There are some important things to think about when formulating a plan. Not all of these are relevant to every organization, but these are some of the core things to consider when formulating your plan: Time - Writing (blogging, Twitter updates, Facebook updates, interacting in user-groups) - Research (finding topics to write about, links to share, people to follow or invite to your group, or new tools to use) - Maintenance (responding to comments, reaching out to people who are talking about your brand or industry, monitoring your communities on a daily basis, etc.) Staff - Dedicated staff member vs. group effort - Will staff be doing this on top of existing responsibilities - Training - Ongoing professional development to keep up with trends - Who is going to be the voice behind your social media effort, how will you ensure that it’s an authentic voice, and who makes the decisions on how to handle any negative comments or major opportunities that arise Timeline - Planned monthly tasks - Quantity of content creation and updates per week or month - Phased rollout of new social media presences - All based on the time/staff decisions made above These options will naturally lead to other questions to consider that will address any specific challenges or opportunities your organization may see when implementing its social media program. In the end, this planning process will prepare you to embark on the next phase: tactical implementation. We’ll address this part of the process and what’s involved in actually getting started on your social media program in our next e-book, so stay tuned. For now, get started on the planning process, and check out our other content to help you get on your way. www.awarenessnetworks.com
  • 6. Social Media Marketing Strategy The Awareness Social Marketing Hub The Awareness Social Marketing Hub helps marketers publish, manage, and measure their marketing across key social media channels, and helps marketers engage with users around that content. The Hub has support for the most important social marketing channels in use by enterprises today, including Foursquare, Facebook, Twitter, YouTube, Flickr, and branded online communities. The Awareness Social Marketing Hub offers some groundbreaking benefits to enterprises that are looking to get serious about social media marketing. Benefits include: • Control your social media publishing with enterprise-grade permissioning, workflow, and audit controls • Centralize your social media strategy and execution to coordinate product, business unit and corporate messages • Use social media to engage throughout the entire customer life-cycle • Engage and interact directly with the people who are talking about your social marketing campaigns • Measure success across social media channels For more information see http://www.awarenessnetworks.com/why-the-hub www.awarenessnetworks.com
  • 7. social marketing software Contact Information: Awareness, Inc. About Awareness 25 Corporate Drive, Suite 390 Burlington, MA 02451 Awareness builds social marketing management software for marketers leveraging multiple social channels to engage with customers, build their brand, and increase revenues. Built upon Awareness’ United States deep expertise powering the social media strategies of over 200 brands including Sony, British Telecom, Tel: 1 781-270-240 Comcast Sports Group, Fairmont Hotels CurrentTV, Kodak and AIRMiles, the Awareness Social Marketing Hub helps marketers publish, manage, and measure their marketing activities across key social media channels, and engage with users around that content. The Hub has support for the most Awareness Canada important social marketing channels in use by marketers today, including foursquare, WordPress, Facebook, Twitter, YouTube, Flickr, and branded online communities. For more information and to 5050 South Service Road, Suite 100 request a demo, please visit: http://www.awarenessnetworks.com Burlington, ON L7L 5Y7 Canada © 2011 AWARENESS, INC. Tel: 1 866 487 5623 Fax: 1 905 632 4922