social strategy: where inbound meets outbound

Social Strategy

Where inbound meets outbound

From Outbound to Inbound …

Your website @ the core.Generate leads on owned media.

Website

E-mail

LinkedIn

Twitter

Events

Conversion on your own website

Website tactics

(newsletter sign up, whitepaper download, event registration, …)

Social inbound & Social outbound

Listen first, talk later.

Social Media Strategy without Campaigns

It’s structural. It takes time & effort.

Campaigns for reach are OK. But in social, reach should not be focus.

Inbound social(care)

Outbound social(educate)

GOALS GOALSKPI KPI

strategy

tactics

activities

Set-up monitoringEngage in conversations

Help people outCurate external content

Set-up team Editorial planning

Processes Crisis Communication

Monitoring Tools Set-up

Hoot suite for social channels

Google Alerts for the entire web

Hoot suite

Hoot suite

Google Alerts

Inbound strategy

Listen and jump in when: - You can help

- The content helps- It’s about your brand

Inbound strategy

Define response scenarios for topics

(outbound meets inbound)

Inbound strategy

Think crisis communication as well.

What potential crises?How will we react?

(outbound meets inbound)

Outbound strategy

Editorial planning.

Linked to Sales focus.

Editorial outbound planning

What content to who at what time through which channel?

Editorial outbound planning

To who?

Map your audience. List pains, content preferences & channel preferences.

Audience Mapping 1: people

FTE

Decision maker

Audience Mapping 2: pains & values

FTE

Decision maker

Audience Mapping 3: channel & content preferences

FTE

Decision maker

Audience-Content MapLink content values of audience to

content types and channels

Audience with content values

Content to create

Editorial outbound planning

At what time on which channel?

Timing - Calendar (align with e.g. cold calls by sales)

(align with industry events)(define a SMART frequency)

Editorial outbound planning

How to generate social reach?

• Keep calm and never give up

• Use your internal ambassadors (seeding)

• Connect with influencers

• Campaigns (LinkedIn PPC, De Tijd, Kanaal Z)

• E-mail signatures refer to social presence

• Don’t do social media marketing to get reach

– Do remarkable stuff, do good.