Social Media Strategy in 2017

1. Social Media Strategy in 2017 Understanding how changes in media and digital marketing affect your business and how to use this knowledge to devise an effective social media strategy. Kristian Downer 07747116155 info@dowsocial.com Send me a tweet @dowsocial using #positivenw Tweet me @dowsocial #positivenw

2. About Me Kristian Downer • Personal Background • The Negotiated Degree in Strategy & Entrepreneurship • Project Management in Pharma Tech for Clinical Trials • Working In India • Why I Started DowSocial • Rubbish at office politics • Passionate about Football www.famouscfc.com • What Am I Passionate About Now • Getting businesses to understand their customers “on the line” • Creating online marketing strategies and training businesses and marketers how to implement them. Tweet me @dowsocial #positivenw

3. Meet My Target Audience Small Business Owner/Manager • 30 – retirement • Hardworking, honest and passionate • Sells to other businesses • Wants to grow • 1 – 5 people in the business Marketing or Business Development Manager • 25 – 55 years old • Has decision making autonomy • Serious about growing the business • Alone or has support team Marketing Assistants or Non Specialist Marketers • 18 -65 • New or been volunteered to do the social media • Needs strategic or knowledge support Tweet me @dowsocial #positivenw

4. What Is Changing In 2017 • Video Is Going To Dominate • Social Media Presence More Like A Website • Chatbots and Social Messaging • LinkedIn UI is changing • Trust in Social Media content will be a challenge • Facebook for Work Tweet me @dowsocial #positivenw

5. Barriers To Effective Social Media The Digital Marketing Challenge Lack Of Integrated Marketing Strategy Knowledge To Use Each Platform Effectively Time To Post & Engage Rapid Pace of Change Tweet me @dowsocial #positivenw

6. Why Social Media Is Relevant • Open access to talk & learn about your audience • Demonstrate knowledge & expertise to new & existing audiences • Improve your customer service • Build trust & relationships • Increase the online visibility of your business Most of all its where your customers are active! Tweet me @dowsocial #positivenw

7. Integrated Marketing Strategy • Social Media Is An Element To Your Marketing • It is not a replacement for traditional sales and marketing and should be developed as an integrated part of an overall strategy • This is why social media is interchangeable with blogging, sales, direct marketing, email marketing and web design in my vocabulary. • They are all linked! • Most Common Action Points From My Analysis • Define your target audience & use marketing methods that fit their behaviours • Create a user friendly website with clear message and effective calls to action Tweet me @dowsocial #positivenw

8. The Social Media Objectives Defining A Strategy What are the goals of the organisation? Increase sales, become market leader, increase market share How does achieving the social media goals contribute to the overall business objectives? • Drive traffic to the website • Drive traffic to sales pages • Increase reputation and audience reach • Increased SEO visibility • Enhanced reputation and trust with customers & influencers Tweet me @dowsocial #positivenw

9. The Role Of Social Media In Your Company The role that social media will depend on your companies sales funnel Short Sales Funnel • Advertising to direct sales pages • Events and Competition promotion • Reach out to customers directly to start offline sales conversation Longer Sales Funnels • Building awareness • Pulling people into your mailing list or CRM • Educating the consumer • Reaching out directly with those that engage with content to start a discussion DEPENDS ON YOUR OVERALL MARKETING STRATEGY Tweet me @dowsocial #positivenw

10. The Social Media Planning & Objectives Steps to an effective social media strategy 50% Of UK businesses using social media do not have a strategy in place Step 1 -Devise a strategy in line with overall company objectives The right digital marketing strategy will be unique to each individual business. It will depend on the company’s overall direction, what is being sold and who it is being sold to. Step 2 - Define Measurable Key Performance Indicators (KPIs) A successful strategy will define what success looks like. In order to measure development, targets need to be set for the different aspects. These can be reviewed and measured to ensure things are on the right track, if not, then adjustments can be made. Tweet me @dowsocial #positivenw

11. The Social Media Objectives Step 3 -Create a Content Plan Creating an action plan sets out what digital marketing activity will take place, when it will happen and who is responsible for it. By breaking this down on a monthly, weekly or even daily basis there is a focus on accountability within the team. Step 4 - Assign the Right Human & Technical Resources Social media, blogging and email marketing are complex disciplines that require knowledge and skill to implement effectively. Whether in-house or externally it筑s important to assign the right resources with the right knowledge for successful implementation. Tweet me @dowsocial #positivenw

12. The Social Media Planning & Objectives Step 5 - Review and Refine Regularly Digital marketing is constantly evolving which means the strategy should too. This will be in reaction to changing trends or progress against KPIs. Tweet me @dowsocial #positivenw

13. 5 Minute Exercise • Who is your target audience, in pairs discuss and then write down • A one sentence description, age, profession, location role in the business, why they need your product/service • Whether your sales funnel is long or short and how social media can contribute to sales • What social media channels are they likely to use • Facebook • Twitter • LinkedIn • What methods can you use to capture their attention long term? Target Audience & Social Media Tweet me @dowsocial #positivenw Tweet me @dowsocial #positivenw

14. Final Takeaways • Social Media Is Not An Enigma • Know your audience • Know how your activity contributes to the business • Set KPIs • Review Regularly Tweet me @dowsocial #positivenw

15. Final Takeaways • Working With DowSocial • Strategy Review & Training • Strategy review • Social Media Strategy • Content Plan • Training on how to implement • 1-1 LinkedIn Training - Last workshop is Nottingham on Tuesday • Twitter Masterclass • Facebook Masterclass • 07747116155 • info@dowsocial.com • Send me a tweet @dowsocial using #positivenw Tweet me @dowsocial #positivenw