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Social media strategy

  1. 1. Social Media Strategy Al Ahram Canadian University Course 2015 https://about.me/Omar.Mostafa
  2. 2. What’s social Media Anyways?
  3. 3. What’s Social Media Anyways? • computer-mediated tool that allow people to create, share or exchange information, career interests ideas, and pictures/videos in virtual communities and networks. • Social media is defined as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.
  4. 4. A bit of History
  5. 5. Honeycomb Framework
  6. 6. So, Why do we use Social Media?
  7. 7. Important SM Concepts Social authority • You don’t control the message, you participate in the conversation.
  8. 8. Important SM Concepts Social media analytics • gathering data from blogs and social media websites and analyzing that data to make business decisions.
  9. 9. Important SM Concepts Social media Marketing (SMM) • takes advantage of social networking to help a company increase brand exposure and broaden customer reach.
  10. 10. Important SM Concepts Social CRM (Customer Relations Marketing) • allow people who like your brand and the way you conduct business to follow your accounts on social media. • Customers can tell a company and everyone else about their experiences with that company. Company can respond, attend to customer problems and maintain, regain or rebuild customer confidence.
  11. 11. Important SM Concepts Enterprise Social Networking • allows a company to connect individuals who share similar business interests or activities. • Internally, social tools can help employees access information and resources they need to work together effectively and solve business problems. • Externally, public social media platforms help an organization stay close to their customers and make it easier to conduct research that they can use to improve business processes and operations.
  12. 12. Important SM Concepts Crowdsourcing • Customers can use social networking sites to offer ideas for future products or tweaks to current ones.
  13. 13. Important SM Concepts Social Media Policies • are designed to set expectations for appropriate behavior and ensure that an employee's posts will not expose the company to legal problems or public embarrassment. • Such policies include directives for when an employee should identify himself as a representative of the company on a social networking website, as well as rules for what types of information can be shared.
  14. 14. Important SM Concepts Fourth screen technology • Social media hinge on on the capabilities of smartphones. • Photo and video-sharing applications such as Snapchat and Instagram • Foursquare, check in to various locations around the globe • Matchmaking services like Tinder.
  15. 15. Social Media Strategy
  16. 16. Social Media Strategy • Identify relevant and compelling hooks for the audience, create content around the hooks and integrate it into their social repertoires. Mike Phillips
  17. 17. Why is a social media strategy important? • A social media strategy allows you to be intentional and strategic, giving you focus and purpose. • Strategy means you’re productive, not busy. You implement a daily plan that propels your business forward. • Strategy focuses on telling your story, encouraging deeper, more significant relationships.
  18. 18. Why is a social media strategy important? • “Without strategy – you lack a roadmap, you lack purpose.” • “Strategy for ANYTHING is paramount to success. How can you achieve a goal if you don’t know how to get there?” • “Strategy is important because it focuses on the “why” you’re doing what you’re doing in the short-term or day-to-day” • “It’s important to be working towards specific outcomes…and that our entire team & our clients are on board with those”
  19. 19. SMS.. Step by Step
  20. 20. SMS.. Step by Step • Level 1: Setting Goals • Level 2: Knowing Your Audience • Level 3: Defining Your Brand • Level 4: Planning Content • Level 5: Content Creation • Level 6: Analyzing and Measuring
  21. 21. Level 1: Setting Goals 1. Why have you joined social media? 2. What is your brand’s overall purpose? (What are your mission, vision and values?) 3. What do you or your company aim to achieve with social media?
  22. 22. Mission Statements Samples “The advancement of all good literature, arts, and sciences; the advancement and education of youth in all manner of good literature, arts, and sciences; and all other necessary provisions that may conduce to the education of the … youth of this country….” from Harvard University
  23. 23. Mission Statements Samples "Our vision is to be earth's most customer centric company; to build a place where people can come to find and discover anything they might want to buy online." from Amazon
  24. 24. Mission Statements Samples "To bring inspiration and innovation to every athlete in the world." from Nike
  25. 25. Level 1: Setting Goals Macro-Micro Approach 1. Think big picture. 2. Set specific goals.
  26. 26. Level 1: Setting Goals Be SMART Your goals should be: • Specific (6Ws) • Measurable • Attainable • Relevant/Realistic • Time-bound/Tangible
  27. 27. Think Benefits NOT Features
  28. 28. Level 2: Knowing Your Audience 4. Who is your target audience? 5. Which social channels do they use? 6. What topics and sources of information are most important to them? 7. What events matter to them and their lives? 8. What problems can you help them solve? 9. What jobs can you help them complete?
  29. 29. Level 2: Knowing Your Audience • Market Research • Building Personas • Focus Groups
  30. 30. How to choose your channels?
  31. 31. Level 3: Defining Your Brand 10. What is your brand voice? 11. What is the tone of your social media updates? 12. What emotions do you hope to convey through your brand’s visuals and messaging?
  32. 32. Finding your brand’s voice • If your brand was a person, what kind of personality would it have? • If your brand was a person, what’s their relationship to the consumer? (a coach, friend, teacher, dad, etc) • Describe in adjectives what your company’s personality is not. • Are there any companies that have a similar personality to yours? Why are they similar? • How do you want your customers to think about your company?
  33. 33. Translating your voice to your tone • Content type: What are you writing? • Reader: Who are you talking to in this scenario? • Reader feelings: What’s the reader feeling when they are in this tone scenario? • Your tone should be: Use adjectives that describe how you should sound in this scenario. • Write like this: Give a brief example of how the writing should sound. • Tips: Explain best practices of writing for this scenario.
  34. 34. Translating your voice to your tone • Content type: Tweets • Reader: Potential customers, marketing professionals • Reader feelings: Eager and engaged to find interesting content and information • Your tone should be: Helpful, informative, clear, approachable • Write like this: “Did You Know: The 8-hour workday was invented to help people work less? We have the story here.” • Tips: Use lots of questions. Avoid sounding authoritative. Invite others to learn and discover.
  35. 35. Level 4: Planning Content 13. What types of content should I post on which social platforms? 14. What type of content best supports your content marketing mission? 15. What are the main topics, categories or messages that support your brand? 16. Should you use social media to provide customer service?
  36. 36. Level 5: Content Creation 17. What realistic resources do we have? 18. Who should set up and maintain my company’s social media accounts? 19. What is the workflow from content creation to publication? 20. How often should I post new content on my social networks? 21. How does social media fit with our other campaigns?
  37. 37. Level 6: Analyzing and Measuring 22. How will you measure ROI and define success with your social media strategy? 23. What is working with your social media marketing efforts? 24. What is the customer journey from search to purchase? 25. Where does social media fit within your funnel?
  38. 38. Case Studies & Examples
  39. 39. Air Asia
  40. 40. Air Asia Results: • Doubled the amount of flights • Grew Facebook fan base by 30% • Generated PR worth an estimated $1.5 million • Reached over 2 million people on Facebook.
  41. 41. Taco Bell
  42. 42. Taco Bell Results: • Reached over 600,000 Twitter followers • Achieved over 3000 retweets from a single tweet • Increased Twitter followers to 3 times that of Burger King
  43. 43. Coca Cola
  44. 44. Nescafé
  45. 45. Nescafé • Results • Our 42-video web documentary reached amazing statistics: more than 8 million views, 63,050 Likes, 5,550 shares and 4,850 comments. The Nescafé Facebook Page also had an over 400% increase in fans. But most importantly, with the audience’s participation, our campaign became a huge social phenomenon in France.
  46. 46. KFC
  47. 47. KFC • The Results • This ironic play on the #RichKidsOfInstagram quickly made headlines and has since increased sales by 21%. • The campaign became the number 1 Twitter trending topic in Romania, and generated over €1m in free media.
  48. 48. Snickers
  49. 49. Snickers • The results • In the first week of launching the campaign on the Dubizzle.com, Snickers received over 200 admissions of unwanted items to sell, items received a CTR five times higher than the industry standard which resulted in 80% of the items posted being sold on the same day, a huge success for both customers and Snickers.
  50. 50. Nivea
  51. 51. Nivea • • 1,400 stories submitted, with three turned into long-from cinematic video ads • • The ads boosting purchase intent by 26% beating sales targets by 11% and stealing 12% market share from the leader • contributed a 67% growth to the category. The videos themselves generated 18 month’s worth of view time online.
  52. 52. Samsung
  53. 53. Samsung • The photo featured DeGeneres posing with Bradley Cooper, Jennifer Lawrence, Brad Pitt, Julia Roberts, Angelina Jolie, Meryl Streep, and Kevin Spacey amongst others. • The subsequent tweet went on to be shared 2.8 million times in one day, racing past a record held by President Obama when he won the US Presidency for the second term.
  54. 54. Nike
  55. 55. Nike • The results • The game greatly boosted Nike’s customer loyalty and the system allowed Nike to collect high amounts of data over a long period of time. Nike could then use this data to market their products and services directly. The information led to increased productivity of R&D and digital marketing.