building your social media strategy
Post on 17-Oct-2014
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Lecture 2 for UCF BA (Hons) Advertising - introducing process for creating a social media strategyTRANSCRIPT
BA (Hons) Advertising
Building a Social Media Strategy
What is Social Media??
“The host of online technologies and platforms that allow users share resources and media content whilst communicating with their peers and connect with others”
“Social media are primarily Internet-based tools for sharing and discussing information among human beings.”
“Social media are primarily Internet & Mobile based tools for sharing and discussing information among human beings.
The term most often refers to activities that integrate technology, telecommunications and social interaction, and the construction of words, pictures, videos and audio.”
http://econsultancy.com/uk/blog/3527-what-is-social-media-here-are-34-definitions
Social Media And The Sales Funnel
• Attention – gain attention by building awareness
• Interest – demonstrate the benefits of your product
• Desire – create & foster desire for your product
• Action – customer completes purchase
• Advocacy – satisfied customers will become your greatest brand advocates
My Approach To Social MediaI believe social media is all about:
• Utilising another communication channel that can be used to support and enhance both online and offline marketing activity
• Building lasting connections with your customers, key influencers and potential partners with an emphasis on quality and longevity
• Adding value to your community by creating engaging and useful brand focused content so you are seen as an expert in your field
• Establishing an active communication channel between brands and consumers
• Giving your brand a personality and presence – people like people!
What I Don’t Believe InI don’t believe that social media is about:
• Driving large amounts of traffic to your site instantly and boosting your revenue by 300% in the first three months
• Having 10,000 followers on Twitter and Facebook
• Broadcasting self promotional messages about yourself and your brand
Remember….
Social Media is about conversations and
connections
Social Media Strategy Process
1. Initial Listening and Research
1. Define Aims and Objectives
1. Identify Available Resources
1. Create Social Media and Content Strategy
1. Decide On Social Media Mix
6. Ongoing Monitoring
http://arengrimshaw.co.uk/an-introduction-to-social-media-for-business/businesslink/
Forrester POST Method
http://forrester.typepad.com/groundswell/2007/12/the-post-method.html
Initial Listening & Research
Always LISTEN first
Listen – Research - Identify
Listen…All social media activity should start with listening
What should we listen to?
• Brand Conversations
• Product Conversations
• Industry Conversations
• Competitor Conversations
How do we listen?• Social Media Monitoring
• Twitter Search
• Google Alerts
• Google Reader
Research
• Business Profiling
• Competitor Analysis
• Customer Profiling
• Industry Landscape
It is this research that will inform the development of your social media strategy
Research – Business ProfilingWebsite Audit
• Traffic • Performance• Conversion Rate and Sales
Marketing Activity Audit
• Advertising (Print, Radio & TV)• SEO and PPC• PR• Direct Advertising
Social Media Audit
• Social Media Accounts• Social Media Strategy• Social Media Activity• Community Engagement• Investment of Resources• Social Media Management
Research – Competitor AnalysisResearch online and offline competitors then assess:
• Existing Social Media Accounts
• Social Media Strategy and Activity
• Community Engagement
• Social Media Integration and Promotion
Research – Customer ProfilingCustomer profiling should be broken down into:
• Demographic Profiling
• Technographic Profiling
Research – Demographic ProfilingAssess your target customers demographic profile
• Age
• Geographic Location
• Education
• Profession
• Interests
• Media ConsumptionUse ACORN profiling to guide this
http://www.caci.co.uk/acorn-classification.aspx
Research - Technographic ProfilingForrester Technographic Profiling Tool
A consumers technographic profileindicates their level of interaction andparticipation online – useful profiling tool
IdentifyLook at WHO you should be connecting with via social mediachannels
• Customers
• Key Influencers
• Online PR Targets
• Industry Communities
• Partners
Who Should You Be Connecting With?
http://arengrimshaw.co.uk/an-introduction-to-social-media-for-business/businesslink/
Define Aims and Objectives
Social Media can be used for more than just:
• Raising Brand Awareness
• Driving Website Traffic
Other Aims and Objectives• Provide Customer Service
• Build Brand Communities
• Aid Market Research
• Inform Product Development
• Streamline Internal Processes
• Support PR & SEO activity
• Generate Customer Reviews
Customer Service Case Study
Product Development Case Study
Brand Community Case Study
Assessing Available Time & Resources
Available Time and ResourcesNeed to assess available:
• Time • Resources
• Budget
• In House Skills
But just remember…Facebook Account – FREE
Twitter Account – FREE
Time Investment – NOT FREE
PLUS – all this costs money:
• Content Producers
• Website Developers
• Social Media Management & Monitoring
Ongoing Social Media ActivityLeading on from your initial social media strategy, ongoing activity is needed to maintain and grow your online visibility
• Account Moderation • Account Promotion
• Content Creation • Content Placement
• Ongoing Promotions
• Campaign Monitoring
Create Social Media & Content Strategy
HOW are we going to achieve our aims and
objectives?
You need to form strategies to:
• Achieve specific aims and objectives
• Reach different customer sectors and online targets
• Promote your social media accounts
• Establish your tone of voice and messaging
• Create interesting and engaging content
• Specific platform strategies
• Effectively manage your social media accounts & community
• Measure and monitor your activity
Always ask yourself…
WHY am I doing this?
Define Social Media Mix
Define Social Media Mix• Blogs
• Social Networks
• Micro Blogging
• RSS Feeds
• Social Reviews
• Forums
• Social Bookmarking
• Content Sharing: • Photos• Videos• Documents • Presentations
Draw on your research and
strategy
Always ask WHY?
http://www.theconversationprism.com
Ongoing Monitoring
Return on Investment
ROI
Campaign MonitoringDelivering ROI in the form of quantifiable data is the hardest yet most important aspect of social media marketing – a few example metrics could be:
Brand Awareness Metrics
% increase in brand-related keyphrases % increase in brand search volumes
% of sales from brand related keyphrases Number of brand mentions vs key competitors
Engagement Metrics
Number of blog comments, Facebook and Twitter interactions
Content Metrics
Content performance tracking – content clicks, views, shares and reach
Campaign Monitoring Tools
And don’t forget…
This is a circular process
Social Media Module on SlideShare
http://www.slideshare.net/UCFadvertising