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Dan Talbot Sr. Communications Manager, Kofax

Five Elements of an Effective Social Media Strategy: A Best Practices Approach to Success. Dan Talbot Sr. Communications Manager, Kofax. The Social Web. The Five Elements. 1. Strategy. Get focused What do you hope to accomplish with social media? General B2B vs. B2C strategies

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Dan Talbot Sr. Communications Manager, Kofax

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  1. Five Elements of an Effective Social Media Strategy: A Best Practices Approach to Success Dan Talbot Sr. Communications Manager, Kofax

  2. The Social Web

  3. The Five Elements

  4. 1. Strategy • Get focused • What do you hope to accomplish with social media? • General B2B vs. B2C strategies • Fans/followers vs. engagement in B2B • Document influencers in your space

  5. Get a Plan Together • Create and document a corporate social policy • Private vs. corporate social accounts • Dedicated social leader and internal contributors • Cite examples of proprietary information • Let business objectives determine the social channels • Secure internal support and leverage partners

  6. 2. Authenticity • Humanizes the brand (engage like you talk) • Create a meaningful exchange • Establishes credibility • Minimize promotional/sales language • Ask yourself: Would I want to read this? • Use social channels that best develop a voice

  7. Social authenticity is about humanizing the brand

  8. 3. Consistency • Be consistent in your voice and outreach • Look for opportunities to engage • Use metrics to determine best days/times to publish content • In B2B, more activity doesn’t necessarily mean better results • Mix it up: a picture is worth a thousand words

  9. Engagement comes through consistency and repetition

  10. 4. Reciprocity • The Principle of Reciprocity • “The golden rule” garners organic growth • Make it easy for others to share your content • Take an active role in creating conversations

  11. 5. Measurement • Measurement is critical • How to define success in social B2B vs. B2C • What you should measure • Paid vs. free measurement apps • Brand mentions, audience size and influencers

  12. Social Platform Strategies

  13. Consider a “brand approach” to Twitter handles (@DanTalbot_Kofax) • Creates internal community • Promotes external brand awareness • Improves measurement • Tweet several times a day ideally • Leverage Hootsuite, Tweetdeck or another social platform to manage time, topics and contributor activity

  14. 1.6 million Groups as of March 1 – and you can join 50 • Review the “Group Statistics” before joining • Look for “Top Influencers of the Week” and follow them • Analyze the conversation metrics and look for high comments

  15. A picture is worth a thousand words • Aim for the “Shares” • Facebook ads and promotion policy • Use photo albums and reciprocate partner content

  16. Cross-Platform Sharing • Embed social sharing into your white papers to drive demand generation efforts • Enable pre-populated content into social posts

  17. Strategy Where does this leave us? • Social constantly evolves so adapt your strategy based on your measurement outcomes • Measurement • Authenticity • Consistency • Reciprocity

  18. Get the Transform Mobile App! • Tweet right from the app to the 3 Twitter Walls onsite • Create a customized agenda, collaborate with attendees • Username = email address used to register for Transform 2013 • Password = transform

  19. For further information, please contact: Dan Talbot Sr. Communications Manager, Kofax Phone: +1 949 783 1548 Email: dan.talbot@kofax.com Twitter: @DanTalbot_Kofax, @Kofax

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