social media strategy: an overview

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S O C I A LM E D I A

S T R AT E G YAn Overview

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WHAT THE HECK IS IT?

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S IMON S INEK

people don’t buy what you do.

they buy why you do it.

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so·cial me·di·a strat·e·gy the why that defines social channel presence, target audience

priorities, and content development to deliver against an

objective

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HOW DOES IT F IT INTO A LARGER CONTENT ECOSYSTEM?

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it begins with thebusiness strategy

M A R K E T I N G S T R A T E G Y C O N T E N T S T R A T E G Y S O C I A L M E D I A S T R A T E G YB U S I N E S S S T R A T E G Y

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social’s role in the content strategy

E N G A G E M E N T B E H A V I O R M O D I F I C A T I O N C O N V E R S I O NA W A R E N E S S

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WHAT GOES INTO DEVELOPING IT?

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social media strategy components

M E A S U R A B L E G O A L S

T A R G E TA U D I E N C E

C O M P E T I T I V EA U D I T

T H EO P P O R T U N I T Y

C H A N N E LE C O S Y S T E M

C O N T E N TP I L L A R S

K P I s A N DB E N C H M A R K S

A M P L I F I C A T I O N M E A S U R E M E N T O P T I M I Z A T I O N T E S T I N G

C H A N N E LP U R P O S E

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HOW DO THESE COMPONENTS TRICKLE DOWN TO YOU + THE CLIENT?

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THESTRATEGY

BRIEF

1. Business Objective

2. Competitive Overview

3. Target Audience

Segments

4. Challenges + Pain Points

5. Measurement Goals

F O R Y O U

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THE CREATIVE

BRIEF

1. Client Goals

2. Rationale (Links Strategy + Goals)

3. Creative Strategy Overview

4. Creative Program Overview

5. Creative Pillars

6. Distribution Plan

7. Measurement Expectations

F O R Y O U + T H E C L I E N T

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SOCIAL MEDIA CONTENT WINS

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MAYA ANGELOU

i've learned that people will forget what you said, people will forget what you did, but people will never forget how

you made them feel

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TOMSon InstagramTOMS donated one pair of shoes for every person who snapped a pic of their bare feet and shared it. The campaign tapped into its customers’ philanthropic sides, and gave 265,000 pairs of shoes to kids in need.

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Launched last July, the creative and spunky social recipe publisher, has managed to gain over 54M Facebook followers and millions of views for almost every short

video of recipe hacks they have posted.

T H E B R A I N C H I L D O F B U Z Z F E E D

W R I T E YO U RT I T L E H E R E

W R I T E YO U RT I T L E H E R E

Tasty on Facebook16

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Burberryon SnapchatPreviewed new collection on Snapchat ahead of 2015 LFW, and then shot Spring 2016 campaign live on Snapchat in a fashion first, one month later.

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GE’s LinkedIn page is full of original graphics, inspiring quotes, interesting studies, engaging questions, and updates on the cool things GE is doing in the energy field.

A R E F R E S H I N G A P P R OA C H F R O M A B 2 B B R A N D

W R I T E YO U RT I T L E H E R E

GE on LinkedIn18

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House of Cards on TwitterDespite a once a year release, HOC keeps its Twitter account entertaining even when a new season hasn’t been out for months. The show fuels excitement and loyalty by tweeting gifs, still images, short clips, and plain-text quotes about current events from the POV of Frank Underwood that fans retweet in huge numbers.

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The luxury hotelier manages a beautifully curated Pinterest account. With travel destinations, road-ready fashion suggestions, and foodie tips, the brand’s Pinterest

page is a great example of using social to provide value and connect with your customers in a non-salesy way.

C U R AT E D LU X U RY

W R I T E YO U RT I T L E H E R E

W R I T E YO U RT I T L E H E R E

The Four Seasons on Pinterest20

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SOCIAL MEDIA CONTENT FAILS

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Facebook22

P U R AT O ’ SVisual content is a key part of the social experience, a picture is worth a thousand words and can compel people to pay attention.

S KO D A J A PA NAlways be relevant. Sometimes it’s okay to not inject your brand or product into a piece of content where it doesn’t fit.

B A K E ’ N J OYAvoid posting bad or poor quality photos, it detracts from the user’s experience.

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W R I T E YO U RT I T L E H E R E

W R I T E YO U RT I T L E H E R E

Pinterest23

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TwitterFrom not doing their homework and posting irrelevant content to what were they thinking and just flat out insensitivity, these brands got it so wrong.

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W R I T E YO U RT I T L E H E R E

W R I T E YO U RT I T L E H E R E

Instagram25

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LinkedIn26

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SO, WHY SHOULD YOU CARE?

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because soc ia l med ia i s

POWERFUL

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IT HELPED SPARK A REVOLUTION IN THE MIDDLE EAST

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IT MAKES NEWS, BREAKS NEWS AND DECIDES WHAT IS NEWS

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AND IT HAS REDEFINED THE WAY STORIES ARE TOLD

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VICKY OYOMBASr. Director of Strategy, Social + Digital

600 W. Fulton, Suite 600, Chicago, IL 60661voyomba@imaginepub.com

www.imaginepub.com