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Building a Social Media Strategy

Building a Social Media Strategy. @DawnBinns @insightpei. Everything you need to know!. or. . . What we can cover in 40 min. Shift in Marketing. Old. New. Why Do I Need a Strategy?. Step 1 - Assess Your Environment What message is currently out there?

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Building a Social Media Strategy

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  1. Building a Social Media Strategy @DawnBinns @insightpei Everything you need to know!

  2. or. . .What we can cover in 40 min.

  3. Shift in Marketing Old New

  4. Why Do I Need a Strategy?

  5. Step 1 - Assess Your Environment • What message is currently out there? • What is the current perception? • How do people view the issue? • Who is engaged now, what are their messages? • Allies, supporters, opponents, etc. ? What is the conversation right now?

  6. Different people within your organization may be able to contribute different ideas... ...Because each has a different view of the situation.

  7. Step 2: Determine what you want Goals: • Big picture, longer term • Usually part of a larger integrated strategy Objectives: • Social media specific • Measurable • Attainable • Realistic • Timelines

  8. Increase awareness of your issue • Monitor industry activity • Generate support for a public policy • Increase participation in a program • Increase knowledge of a health message

  9. Increase website traffic by 5% per month • Increase blog subscribers by 15% in 6 months • Create 5 You Tube videos with 100 views in 3 months • Create a Facebook page with 100 fans in 6 months

  10. Step 3: Identify your target audience

  11. Understand your audience • Are they online? • Where are they? • What are they doing online? • What interests them? • How can you provide compelling content and information they want?

  12. Step 4: Messaging & Content • Find ways to tell stories and connect with your audience • Real time events • Always incorporate your brand personality • Provide useful content • Incorporate key messages • Refer to your objectives to determine the path you take • Show, don’t tell

  13. Mix it Up! • Interesting articles • Videos (yours and others) • Reposts (or retweets) • Blog posts • Personal comments • General company information • Photos Services Testimonials Spotlights Solutions Questions QuotesFun stuff

  14. Step 5: Develop Strategies & Tactics Develop the roadmap for how you’ll reach your objectives. Strategies • Drive to the website – Upgrade current site • Drive to blog – Develop a blogging strategy • YouTube videos – Hire a creative team • Drive to Facebook– Promotions

  15. Step 5: Develop Strategies & Tactics Tactics • Sam to upgrade site with new graphics, content and employee profiles. To be complete by April 1st. • 1 blog every Tuesday to be uploaded to the site by Joe. • Each week at the staff meeting we’ll brainstorm content. • All press releases are provided to Jane to link to Facebook.

  16. Step 6: Risk Management Plan • Establish boundaries • Ensure users understand who they are representing • Define what is considered online respect • Be clear on the steps required for responding to feedback – both positive and negative • Outline topics to steer clear of • Play the ‘what if’ game

  17. Step 7: Measurement • YouTube views • Twitter mentions • Retweets • Replies • Facebook fans • Coupons distributed • Website visits • Word of mouth Don’t be discouraged and don’t give up too quick. Remain consistent.

  18. Step 6: Measurement • Increase brand awareness - you could try setting up Google Alerts • Monitor website traffic - Google Analytics • See how many people are listening to you - set up “bit” links • Generate buzz - set up a promotion

  19. What is the ROI of Social Media? http://www.youtube.com/watch?v=qNL8vAnZ-BY “It's saying (Social Media) is a communication tool that you can't use ROI in a sales situation to justify.”

  20. Helpful Hints & Friendly Warnings • Match the message to the platform • Make it a part of everyone’s job • Always monitor • Remember, you only have your words • Use pre-programming tools with caution

  21. Step 5: Create a Schedule Tips to being efficient online: • Develop content ahead of time • Break into bit-size bites • Schedule time • Don't be a slave to engagement • Recycle

  22. @insightpei facebook.com/insightmarketingpei InsightMarketingPEI.com Dawn@InsightMarketingPEI.com

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