social media strategy for business
TRANSCRIPT
Social Media Strategy for Business
Presented by Karen Wilson
May 7, 2015
Outline
Why social media?
Goals
Target audience
Key messages
Creating content
Platform planning
Outline
Branding
Legislative concerns
Q&A
Why Social Media?Know why you’re using the tools.
Why social media?
Scalability
24/7 communications channel
Presence
Extended reach
Diverse mediums
Message targeting
Planning is critical
Foundation of the plan
Goals
Audience
Key messages
Content
GoalsKnow what you want to achieve.
Added value
Connect with audience
Build relationships
Increase awareness
Boost credibility
Increase audience trust
Goals
10
What are your goals?
AudienceKnow who you want to talk to.
Characteristics
Specificity
SegmentationAudience
13
Who is in your audience?
Key MessagesKnow what you want to say.
Audience-focused
Valuable
Engaging
Support org goals
Key Messages
16
What are your key messages?
At the intersection…
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Goals
AudienceKey M
essages
Content
IDEAS!!!
Content
Content
Content
Goals
Audience
Key Messages
The Content Filter
Platform Planning
?Know why you’re on each network.
Critical questions
Is our audience present? Current Long-term Critical mass
Do we have the resources?
How is content shared?
21
What do you prioritize? Why?
BrandingKnow how you want to be perceived.
Branding
Voice
Message
Jargon
Reputation
If you were on the other end of your communication, would you understand what was being said?
Avoid “selfish” communication
ConcernsKnow and address common concerns.
Legislative concerns
Personal Information Protection and Electronic Documents Act
Canada’s Anti-Spam Legislation
Intellectual property laws
Other concerns
Content standards
Monitoring Sentiment analysis Targeted listening
Measurement
Questions
Karen WilsonWellman Wilson Consultinghttp://wellmanwilson.com [email protected]
Twitter.com/WellmanWilsonFacebook.com/WellmanWilson