how you can create effective social media strategy
TRANSCRIPT
Time To Start Engaging Your Customers And Prospects
4 STEPS TO SOCIAL MEDIA STRATEGY
Introduction
Now that so many of your customers and
prospects are using social sites, it’s time for you to
start engaging them there. But how do you do
that appropriately? How do you do that
efficiently? What should your strategy be?
Follow these 4 simple steps to develop a Social
Media Strategy that’s appropriate to you and
your customers as well.
The Four Steps
1. Define Your Goals
FAME
Become known for
thought leadership
A.
1. Define Your Goals
BRAND
Establish, Protect or
Promote a brand
B.
1. Define Your Goals
ALLURE
Prospect for Leads
and Generate Leads
C.
1. Define Your Goals
SERVICE
Conduct Service and
Fulfillment
D.
2. Define Your Metrics
FAME
How Influential
you are?
A.
Track the value given by your
content by measuring how
often it is:
• RETWEETED
• COMMENTED UPON
• FORWARDED
• POSTED AND PINNED
2. Define Your Metrics
BRAND
Are you broadening
your reach?
B.
Measure your online brand
awareness and favorability by
tracking:
• FACEBOOK ENGAGEMENT RATES
• EMAIL CLICK-THROUGH RATES
• YOUTUBE VIEWS
• PINTEREST PINS AND REPINS
2. Define Your Metrics
ALLURE
Do you convert
awareness to action?
C.
Measure whether your social
media efforts are creating
conversations and
consideration with your target
audience
2. Define Your Metrics
SERVICE
What is your customer
sentiment score?
D.
Are you creating and
assisting brand loyalists?
Track:
• Answers, tips and
suggestions they provide on
your behalf.
• Positive, negative and
neutral comments over time.
3. Decide on Tactics
FAME
Stay top of mind
with your expertise
A.
3. Decide on Tactics
BRAND
FaceBook is still key to branding in social
space. However you should use Twitter,
YouTube and LinkedIn
B.
3. Decide on Tactics
ALLURE
Use Facebook and YouTube to bring
B2C customers into your online
marketing funnel.
C.
3. Decide on Tactics
SERVICE
Your customers are likely talking about you
Online. Some are complaining too. Listen and
Respond.
D.
Matrix to Accomplish Goals
Deserves most of your attention Should be your secondary focus
Consider if you have the resources
4. Execute your Strategy
As with any strategy success depends on planning and
the resources, commitment, talent and tools you put
behind it.
Prepare and regularly
maintain monthly
rolling social-media
marketing calendars.
Give it time – a
meaningful enduring
impact will take time
to develop
Learn from your mistakes
– constantly adjust them
as well as emerging best
practices
For more conversations
Follow and Contact me at:
www.twitter.com/nitinkarkara
www.linkedin.com/in/nitinkarkara
Thank You