Social Media Strategy
Geoffrey Doran Director, Karakas Digital Brussels, Belgium
Creating a Social Media Strategy
With the explosion of networks, participants and content on social, a social media strategy will help you stay focused on your objectives and will allow other team members to participate in execution. We will guide your through the steps of developing your social media strategy, providing helpful tips along the way.
Creating a Social Media Strategy We will get in groups of 4 or 5 today to create our own social media strategies from start to finish. 1 – Create social media goals 2 – Survey your audience and competition 3 – Create a content strategy 4 – Measure and analyse 5 – Refine and edit and continue
Dove – Real Beauty Sketches Dove's "Real Beauty Sketches" campaign is the new face of viral marketing success. The uplifting promotional video generated record-breaking online interest, yielding more than 114 million views the first month. "Real Beauty Sketches" aims to underline the stark contrast between how women view themselves and what others see. According to data cited by Dove, 54 percent of women worldwide confess to being their own worst critic of how they look. https://www.youtube.com/watch?time_continue=1&v=XpaOjMXyJGk
Aligning to Organisation Goals Business Goals
Social Goals
Brand Awareness
Reach
Thought Leadership
Consumption
Word of Mouth
Shares, Retweets
Leads
Actions
Sales
Conversion
Examine your resources Before you start doing any work creating your social media strategy, examine your resources.
Are you doing this alone?
Are other departments involved? Want to get involved?
Is your strategy going to impact other departments?
How will you keep others informed of your actions and progress?
Do you need extra budget? Will you be using Paid Advertising if necessary?
Establish SMART Goals How to create your social media goals: Creating 2 social media objectives, which are in line with the: - Organisations objectives - Communications strategy objectives
● Make your goals specific, measurable, attainable, result-focused and time based ● Avoid goals that focus only on vanity metrics like Likes and Followers ● Align goals with department and overall business’ sales, marketing and productivity goals
SMART Goals S – Specific (clearly define what you are going to do) - Who is involved? - What do you want to accomplish? - Where will the activity be? - Which obstacles need to be considered and overcome? - Why do you want to accomplish the goals? By December 31, I will create a content strategy to promote the company’s best-practise guidelines
SMART Goals M – Measurable (how will you measure your progress) - Which channels do you plan on using? - Which tools will you use to measure these channels? - What results are you expecting? By March 1st, I will aim to increase clicks and comments by 10%
SMART Goals A – Achievable (be realistic about resources and time) - Who will work on the plan – what are your resources? - How much time can be dedicated to increasing reach and engagement? - Who is going to help? Every week, I will create 2 blog posts, 2 Facebook posts, 1 LinkedIn message and 5 Twitter posts
SMART Goals R – Result-Focused (measure results and not activities) - What results will your activities bring? - I will post 5 tweets, but what will this is to increase brand awareness I will increase my weekly posts on Facebook to increase newsletter subscriptions
SMART Goals T – Time-based (choose strict periods) - These periods will help determine your measurable results - Create a practical sense of urgency and tension to complete the goals By April 15th we will launch a new blog so customers can find you more easily
Ask yourself why We want to increase the number of website visitors who read our reports – WHY? Because that will help us increase overall potential members/customers – WHY? Reach and retention remaining the same, if we increase the number of people viewing our website, we will increase our brand awareness – WHY? Because that is one of our core organisation obectives – YES!
Examples of Goals Increase brand awareness by increasing engagement on Facebook and Twitter Create interesting content Engage with your audience Highlight organisations goals and objectives Connect with local community and engage with them Find where the community is online Figure out how to connect with everyone
Exercise 1 – Write down two Social Media objectives These are your top line objectives in line with your communications strategy They can be (i) organisation-wide or (ii) campaign specific 2 – Break into SMART goals Split the objectives into SMART goals
Discuss Share some of your objectives and goals
Audit Your Social Presence Inventory all profiles representing your organistion
â—? Search and note all official and unofficial pages representing your company including fan pages, rogue employee accounts and poser accounts
Audit of Social Presence Social Media Sites
URL
Followers
Last Activity Date
Action
Know Your Audience Who is your current audience? Who is your desired audience?
Which channels are you using now? Which tools do you use to communicate? Who is your desired audience? Where are they? What are they saying?
Exercise Survey your audience
Know Your Competition Investigate what your organisation's competition is doing on social media and track observations
● Compare your competitors’ social footprint and content against yours ● Look at what type of content they are creating and sharing, how often and what influencers they are interacting with
Exercise 1 – List your competitors 2 – Which channels are they using? 3 – How many fans and followers do they have? 4 – What is working/not working? 5 – Are they connecting with their audience/your desired audience? 6 – How are they connecting? Reach/engagement
Social Audit Learnings •
The gaps in our social presence based on audience survey and competitor analysis are:
•
Key takeaways learned from competition that I can apply to our company are:
Exercise Write down where the gaps are in your strategy from your audit Write down the learnings from your competition
Identify the channels you will use From your audit you will be able to see which channels to use
Which channel has the majority of your audience? Which other channels follow that? Do you have the resources to work on the chosen channels? Should you join two or more channels?
Develop Your Content Strategy Determine content mix and posting cadence
Use the social media content rule of thirds: â…“ of content promotes business and converts audience â…“ of content shares ideas and stories from thought leaders â…“ is original brand content
Examples of content strategy The Copper Industry – Our contribution to sustainable development https://invis.io/5K4KTEA9D International Diabetes Federation – Promoting diabetes awareness (Diabetes Atlas) https://invis.io/SM4K8UZH9
Discuss What is interesting content in your arena/industry?
Develop Content Strategy
1. The type of original content that we will create and post is: 1. The type of content we will share is: 1. We will post to the following channels this frequently: X channels / X times a day
Develop Content Strategy
4. The different audiences that we need to tailor content to are: 5. My editorial calendar that maps out our content release schedule is here: Add Link 6. My social media content calendar that maps out our promotion plan is here: Add Link
Top Tips Words – Short and sweet is the trick Pictures – Speak louder than words Creative editing – Colours, fonts links and keywords are important Quotes – Audiences like to hear stuff they can connect with Reveal – Give insight into the story – secret sharing Engage – Give the audience something to engage with Good Timing – Depending on tour audience, choose week/weekend-end/morning/evening
Exercise Write down your content strategy
Find interesting content Search for interesting content and describe: 1 – what is the content? 2 – what was the reach/engagement? 3 – why is it interesting? 4 – is it a good fit for your content – how would you improve it?
Discuss Find interesting content online
Measure Your Progress Use analytics tools to see how your content is performing and track on the next slide
â—? Align your analytics back to your goals â—? Examine data that measures progress towards reaching your goals
Progress Social Media Channel
Top Performing Content
Lowest Performing Content
Action Required
Refine Your Strategy Once you start your Social Media strategy you must keep going, evolving to your audiences needs and wants Complete the questions/statements on the next two slides to help you optimize your strategy
Learnings 1. What worked well?
1. What didn’t work well?
Learnings 3.
Our new goals for the next period/quarter are:
Goal #1: Goal #2: Goal #3:
Learnings 4.
Changes we will make to our strategy based on learnings are:
Discuss Review some of the learnings and discuss improvements
How to go viral Users upload 100 hours of video to YouTube every 60 seconds and share more than 4.75 billion pieces of content on Facebook every 24 hours. Add to that 500 million new tweets per day, and the chances of breaking through to a wider audience can seem virtually nonexistent. Unless you have an original idea with a big budget it is going to be almost impossible. However our goal is not to go viral. Our goal is to reach all our audience with our message and engage with them and measure the success of that engagement.
Dove – Real Beauty Sketches Dove's "Real Beauty Sketches" campaign is the new face of viral marketing success. The uplifting promotional video generated record-breaking online interest, yielding more than 114 million views the first month. "Real Beauty Sketches" aims to underline the stark contrast between how women view themselves and what others see. According to data cited by Dove, 54 percent of women worldwide confess to being their own worst critic of how they look. https://www.youtube.com/watch?time_continue=1&v=XpaOjMXyJGk
Evian One of the first YouTube-exclusive campaigns by a major brand, the clip earned a spot in the Guinness World Records as the most viewed online ad ever, with more than 25 million views in less than two months. In May the company introduced a Baby & Me mobile app that enables iOS and Android users to "baby-fy" their photos, revealing their inner child, and share the results across Facebook, Instagram and Twitter using the global hashtag #evianbabyandme. https://www.youtube.com/watch?time_continue=76&v=pfxB5ut-KTs
Go Pro GoPro's high-definition personal cameras are synonymous with videos highlighting skateboarding, surfing and other extreme sports. GoPro recut the footage, added its logo and rereleased it on its own YouTube channel; this time, the emotionally charged clip reached a far wider audience, racking up 5 million views in a week. https://www.youtube.com/watch?time_continue=85&v=CjB_oVeq8Lo
Posting Tips So you may not reach 200million in your next post, but follow these tips and youa re sure to engage with your audience: 1) Share other people's interesting content 2) Post a video 3) Tips & How to do 4) Behind the scene post 5) Ask questions 6) Ask about advise 7) Amusing images with your brand
Posting Tips 8) Link to other social media accounts 9) Finish a phrase - “I want to see nuclear energy in the future because...” 10) Poll post – Create a poll with 3 to 5 answers 11) Post an inspirational quote 12) Throwback Thursday – Old footage/photos/news articles/... 13) Holiday greetings 14) Create a contest 15) Share milestones and awards 16) Share upcoming events 17) Share testimonials
Summary
Thank you