online marketing webinar series a... · developing a social media strategy sarah cornelisse...
TRANSCRIPT
![Page 1: Online Marketing Webinar Series a... · Developing a Social Media Strategy Sarah Cornelisse Department of Agricultural Economics, Sociology, and Education sar243@psu.edu. extension-url-black.png](https://reader034.vdocuments.net/reader034/viewer/2022042300/5ecad5b1600730616c18154f/html5/thumbnails/1.jpg)
Online Marketing
Webinar Series: Developing a Social Media
Strategy
Sarah Cornelisse
Penn State University
February 26, 2019
This series is supported by USDA/NIFA under Award Number 2015-49200-24228.
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https://www.linkedin.com/pulse/why-only-few-super-successful-people-
naveen-raju/
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Developing a Social Media Strategy
Sarah Cornelisse
Department of Agricultural Economics, Sociology, and Education
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Source:
http://bteam.org/plan-
b/new-ways-working-
report/
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What is a Social Media Strategy?
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Key Questions
• Who is your target audience?
• What are your primary objectives?
• When & How will you evaluate?
• Where does the overall strategy fit into the
business?
• How will you differentiate from the
competition?
https://sproutsocial.com/insights/social-media-and-business/
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Strategy Development Process
Listen/ Research
Identify goals &
objectives
Develop a plan
Develop content
Implement plan & engage
audience
Measure success
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LISTEN & Research
Where to engage online?
Select best forums based on:
• Audience
• Topics
• Context
• Level of engagement
• Degree of Influence
• Reach
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http://www.pewinternet.org/2018/03/01/social-media-use-in-2018/pi_2018-03-01_social-media_a-01/
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Talk to Your Customers
• What social media networks do you actively use?
• Which ones do you use to connect with businesses?
• What information would encourage you to visit your site?
• How would you prefer to learn about activities, events, and new products?
• Which “how to” videos would be the most helpful to them?
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Analyze the Competition
• What platforms are being used?
• How are they using social media?
o Content format
o Frequency
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Analyze the Competition
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Analyze the Competition
• What platforms are being used?
• How are they using social media?
o Content format
o Frequency
• What does their engagement look like?
o Comments, replies, reactions
o Quantity
o Context
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Set Goals& Objectives:
How do you want SM to help your
existing business plan?
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Identify goals & objectives
▪ Organizational goals
▪ Retain customers
▪ Improve customer service
▪ Increase profits, sales,
attendance, etc.
▪ Explore a new market
▪ Connect and engage with
public, supporters, &
customers
▪ Create an online
community
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What are your goals?
http://ceblog.s3.amazonaws.com/wp-content/uploads/2015/10/choosing-the-right-social-media-platform.png;
https://www.entrepreneur.com/article/270663; http://mashable.com/2011/02/14/small-business-social-media-infographic/;
http://www.fastcompany.com/3032848/the-future-of-work/nofilter-necessary-why-any-brand-can-and-should-harness-the-power-of-inst;
http://bit.ly/2lB6N5p
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Identify Goals & Objectives
Business/Marketing Goal
• Broad primary outcome
Strategy • The approach taken to achieve a goal
Social Media Objective
• Measurable step to achieve a strategy
Social Media Tactic
• Tool used in pursuing an objective
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Identify Goals & Objectives
• Marketing Goal – Increase number of
customers at the market
o Strategy – Develop relationships with current
and potential customers via social media
• SM Objective – Share one (1) example of a product
preparation per week
o SM Tactic – Schedule & do Facebook Live videos of
product preps, while answering viewers questions
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Understand follower goals
▪ Why do people follow businesses?
▪ Interest in product/service▪ Obtain incentives
▪ Learn about new products/sales
▪ Learn about events
▪ Your content▪ Entertainment
▪ Learn about a hobby/interest/etc.
▪ Connect with others with similar interests
▪ Communicate with you▪ Ask questions
▪ Provide feedback/input
https://www.marcodegroen.com/why-do-all-digital-consumers-follow-brands-on-social-media/
20%
80%
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Developing a Plan:
Optimizing SM for Your Business
Managed by “right” people using the “right” resources.
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Develop a plan
▪ Which social media
tools will you use?
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Choosing social media platforms
• What are your goals?
• Who do you want to connect with?
• What type of content do you want to share?
• How do you want to engage?
• Where are your competitors?
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What type of content are you sharing?
280
/60
images, video, live video
live video
live video
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Develop a plan
▪ Which social media
tools will you use?
▪ Map out what content
you will provide
▪ Develop a timeline
▪ Events
▪ Promotions
▪ Product launches
▪ What content supplements
these?
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https://ndpen.com/2019holiday_calendar/
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Develop a Plan
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Develop a plan
▪ Which social media tools will you use?
▪ Map out what content you will provide
▪ Develop a timeline▪ Events
▪ Promotions
▪ Product launches
▪ What content supplements these?
▪ Who will do the work?
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Develop content
▪ Develop content identified in previous step
▪ Videos (live?)
▪ Tips/ how-to’s
▪ Stories
▪ Polls/Questions
▪ Photos
▪ Advice/opinions
▪ Promotions
▪ Other
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Live Video
• Connects with
viewers through
sight & sound
• Connects with the
individual on a mass
scale
• Authentic
• https://www.facebook.com
/pg/FlinchbaughsOrchard/
videos/?ref=page_internal
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Implement Plan & Engage Audience
▪ Engage the
audience
▪ Ask questions
▪ Express your point
of view
▪ Respond to
comments &
feedback
▪ Offer additional
resources
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Work Your Plan
Source: https://cdn.prdaily.com/wp-content/uploads/2019/01/Social_Media_Checklist_Infographic-1.jpg
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Work Your Plan
Source: https://cdn.prdaily.com/wp-content/uploads/2019/01/Social_Media_Checklist_Infographic-1.jpg
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Is Your Strategy Working:
Data to Look At
Quantitative
o Reactions/Likes
o Shares/Retweets
o Comments
o Followers/subscribers
o Favorites/Pins
Qualitative
o Sentiment
o Context
o Themes
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Measure success
Why analyze social media activity?
• Are you meeting your social media,
marketing, and business objectives?
• Are you efficient in your use of social
media?
• If not, where can you make changes?
o Timing, Content, Platform
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Strategy Development Process
Listen/ Research
Identify goals &
objectives
Develop a plan
Develop content
Implement plan & engage
audience
Measure success
![Page 40: Online Marketing Webinar Series a... · Developing a Social Media Strategy Sarah Cornelisse Department of Agricultural Economics, Sociology, and Education sar243@psu.edu. extension-url-black.png](https://reader034.vdocuments.net/reader034/viewer/2022042300/5ecad5b1600730616c18154f/html5/thumbnails/40.jpg)
Thank You!
Penn State is committed to affirmative action and the diversity of its workforce
Sarah Cornelisse
Department of Agricultural Economics, Sociology, and Education
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Center for Profitable Agriculture
(931) 486-2777
ag.tennesse.edu/cpa
facebook.com/ValueAddedAg
Please complete the
session evaluation at https://tiny.utk.edu/WebinarEval
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