social media strategy and roi in 4 steps
DESCRIPTION
You invest time and money in social media see a way how you can measure the returns.TRANSCRIPT
![Page 1: Social media strategy and ROI in 4 steps](https://reader033.vdocuments.net/reader033/viewer/2022060111/55666122d8b42a3d3f8b47df/html5/thumbnails/1.jpg)
Social Media@SanderVanLingen
![Page 2: Social media strategy and ROI in 4 steps](https://reader033.vdocuments.net/reader033/viewer/2022060111/55666122d8b42a3d3f8b47df/html5/thumbnails/2.jpg)
Social Media
Internet & Web 2.0
= communiceren
= interactief
= delen
= user-generater content
"een groep internetapplicaties die gebruik maken van de ideologie en de technologie van Web 2.0 en de creatieve uit wisseling van User Generated Content” (bron Kaplan & Michael, 2010)
![Page 3: Social media strategy and ROI in 4 steps](https://reader033.vdocuments.net/reader033/viewer/2022060111/55666122d8b42a3d3f8b47df/html5/thumbnails/3.jpg)
Web 2.0
Internet & Web 2.0
= bloggen
= co-creatie
= ratings
= share
= taggen
![Page 4: Social media strategy and ROI in 4 steps](https://reader033.vdocuments.net/reader033/viewer/2022060111/55666122d8b42a3d3f8b47df/html5/thumbnails/4.jpg)
Stap – voor – Stap
1. Investigate
2. Plan
3. Execute
4. Evaluate
![Page 5: Social media strategy and ROI in 4 steps](https://reader033.vdocuments.net/reader033/viewer/2022060111/55666122d8b42a3d3f8b47df/html5/thumbnails/5.jpg)
Step 1. Investigate
Listen
= who talks about you
= what is the sentiment
= where are they talking about
= who are the influencers
= what interests them
= what are the opportunities or threats
Do not forget to investigate your competitors
![Page 6: Social media strategy and ROI in 4 steps](https://reader033.vdocuments.net/reader033/viewer/2022060111/55666122d8b42a3d3f8b47df/html5/thumbnails/6.jpg)
Step 2. Plan
a. Set goals
b. Set targets
c. Choose your ‘Social’ Marketing Mix (SMM)
d. Align your process & tools
![Page 7: Social media strategy and ROI in 4 steps](https://reader033.vdocuments.net/reader033/viewer/2022060111/55666122d8b42a3d3f8b47df/html5/thumbnails/7.jpg)
Step 2. Plan - Goals
• Branding
• Increase Brand awareness & Improve Reputation
• Influence
• Increase reach & influence on sentiment
• Engagement
• Increase loyalty
• ROI
• Increase Demo requests, Sales, Applicants or Hires
• Decrease time or budget
![Page 8: Social media strategy and ROI in 4 steps](https://reader033.vdocuments.net/reader033/viewer/2022060111/55666122d8b42a3d3f8b47df/html5/thumbnails/8.jpg)
Step 2. Plan - Target
Target
Conversion
Engagement
Influence
![Page 9: Social media strategy and ROI in 4 steps](https://reader033.vdocuments.net/reader033/viewer/2022060111/55666122d8b42a3d3f8b47df/html5/thumbnails/9.jpg)
Step 2. Plan - Target
Influence Engagement Conversion
# Connections # ReTweets # Click troughs
# Fans # Subscribers # Leads
# Followers # Likes # RFI’s
# Discussions # Comments # Demo requests
# Tweets # Likes # Sales
# Page views # Applicants
# Pages / visit # Hires
# Avg time on site
examples
![Page 10: Social media strategy and ROI in 4 steps](https://reader033.vdocuments.net/reader033/viewer/2022060111/55666122d8b42a3d3f8b47df/html5/thumbnails/10.jpg)
Step 2. Plan - SMM
![Page 11: Social media strategy and ROI in 4 steps](https://reader033.vdocuments.net/reader033/viewer/2022060111/55666122d8b42a3d3f8b47df/html5/thumbnails/11.jpg)
Step 3. Execute
a. Create your base & activate tools
b. Create accounts
c. Create content
d. Engage & Communicate
e. Continue
![Page 12: Social media strategy and ROI in 4 steps](https://reader033.vdocuments.net/reader033/viewer/2022060111/55666122d8b42a3d3f8b47df/html5/thumbnails/12.jpg)
Step 3. Execute
Create a Buzz within your company & use AIDA
Attention = create awareness & educate
Interest = make it fun, relevant & show results
Desire = highlight those who participate
Action = help employers to activate & participate
![Page 13: Social media strategy and ROI in 4 steps](https://reader033.vdocuments.net/reader033/viewer/2022060111/55666122d8b42a3d3f8b47df/html5/thumbnails/13.jpg)
Step 3. Execute - engage
• 350 connections
• 200 friends
• 450 followers
![Page 14: Social media strategy and ROI in 4 steps](https://reader033.vdocuments.net/reader033/viewer/2022060111/55666122d8b42a3d3f8b47df/html5/thumbnails/14.jpg)
Step 3. ExecuteCompany
Employers
Connections (2nd)
![Page 15: Social media strategy and ROI in 4 steps](https://reader033.vdocuments.net/reader033/viewer/2022060111/55666122d8b42a3d3f8b47df/html5/thumbnails/15.jpg)
Step 4. Evaluate - Return on Influence
Reach x Frequency
Time SpendInfluence =
Return = Conversion & online sentiment
Increase the Return – by increasing the Engagement > interest your target group – 2 – increase reach > start communicating – 2 – create the like-factor