webinar: how to a build a social media plan

Join the conversation using #HootEssentials

How to Build aSocial Media Plan

WEBINAR:

Speaker

Join the conversation using #HootEssentials

Roger GrahamDirector, Growth & MarketingHootsuite, Asia Pacific

@therogergraham

Following along

Ask questions herein the GoToWebinar Control Panel

Following along

We will email you this table after the webinar.TIP

Look for tips!

The most widely used platform to manage social

media, loved by over 10 million people around the globe and trusted by 800+ of the Fortune 1000.

What does Hootsuite help you do?

Find New Customers

Find new leads and expand your customer

base by monitoring online conversations.

Market Better

Run targeted marketing campaigns with social reach.

Build Brand Awareness

Expand your brand’s social presence by publishing

content & engaging across multiple social channels.

Who uses Hootsuite?

Agenda

Why you need a social media plan

4 Steps to a Social Media Plan

Access to tips & resources

Q&A

Tweet your questions with #HootEssentialsTIP

“Social media is not only more cost-efficient than advertising, but it also offers great opportunities for innovative engagement with your customers.”

Richard Branson

Social is the New Front DoorIt’s where your customers learn, seek, discover and decide

In Person Website Social

Think marketing, think social Media

Image Source- Weplay

Traditional Channels Social Channels

http://weplay.co/social-media-vs-traditional-marketing-who-wins-the-battle-in-sport/

A social media plan outlines your goals, strategies and action plan to

ensure your time has tangible benefits to your brand or business.

The 4-Step Plan

optimize

Audit Develop Engage Measure

Assess your social media presence

Identify gaps

Set profiles

Set your goals

Select social networks

Build content plan

Setup workflow and processes involved

Publish & Share!

Identify metrics

Use tools to measure progress


The 4-Step Plan

Audit

Step 1:Audit Your Social Media

Social media audit template

MeasureEngageDevelopAudit

We’ll email this toolkit after the webinar!TIP

Step 1: Find all of the social profiles you have and who runs them. Address any content issues.

Step 2: Use Google to find anyone using your brand.

Step 3: Determine what social networks you want to focus on.

Business Goals

Brand Awareness

Thought Leadership

Word of Mouth

Leads

Sales

Social Goals

Reach

Comments, Inbound Links

Shares, Retweets

Form Fills

Online Purchase


Align Goals

Set SMART goals

● Make your goals are SMART: specific, measurable, attainable, relevant and time based

● Avoid goals that only focus on vanity metrics like Likes and Followers

● Align goals with department and overall business goals


Four key points before selecting your social network profiles:

● Understand your target audience (age, location, lifestyle)

● Ensure you know how social fits into your marketing program

● Understand your tone & brand

DevelopAudit

Select the right social networks

MeasureEngage

DevelopAudit


MeasureEngage

We’ll email this table after the webinar! Also, check out wearesocial.com for 2015 reports on the use of social media in every country.

TIP

DevelopAudit


MeasureEngage

Look at how competition or aspirational brands use social networks to engage.TIP

● Listen to your followers and industry chatter to get inspiration from industry leaders, competitors, clients

● Look back at the best performing content

● Gain feedback internally from other departments and from customers via a survey


Learn from leaders

Every social profile must have:

● Bio / Description○ Insert link to website○ Contact information

● Image ○ Profile Picture, Cover Photo ○ High resolution○ Maximum fit & dimension

● Insert SEO description of your business in profile

How to improve your profile?

DevelopAudit MeasureEngage

Profile Tips & Examples



● Branded Cover Image

● Link to Bio

● Says what content will be shared.

● “Official” account

● Link to main website


Great example of branded lifestyle cover photo with tagline


● Hashtags

● Strong imagery

● “Official” account

Develop

Step 2:Develop Game Plan

Steps to take:1. Identify the right content for your brand

2. Create a content calendar

3. Publishing content efficiently

Develop content strategy


How to decide on content to post


What is your brand positioning and tone of voice?

What issues are important to your brand?

How do external parties refer to your brand, such as the media, industry experts, etc?

What is your community interested in when they aren’t talking about your brand or directly to you?

Historical performance: What content has worked and what hasn’t?

Search behavior: What do people search for when they are looking for your brand’s products and services?

Share Industry/Lifestyle News

Promote your products

Converse with customers

Balance Your Message:

Content strategy - Rule of thirds


Creating content calendar

● Decide on dates, time, author, audience and social network

● Develop content topics

● Create ‘call-to-action’ in post

● Allocate content to different types of posts (example below)

○ 50% of content links back to blog

○ 25% curated from another source

○ 20% drives content related to your business

○ 5% is related to HR and company culture


Theme strategy example: Restaurant


Monday:Weekend Highlights

Tuesday:Lifehack Tip

Thursday:Recipe

Wednesday:Feature of the Week

Friday:Weekend Buzz

M T W T F


Creating content calendar

Engage

Download our mobile app for anywhere access!TIP

Step 2:Driving Engagement

What is Engagement?It simply means responding to your target market in a way that evokes a response.

Use keywords to listen to the market and offer input, ideas or content. TIP

● Manage all your social content in one place & share with teams

● Schedule your content daily

● Schedule pre-event posts

Publish content efficiently


Set aside 15-30min a day to find an post valuable content. Use Suggestions, a Hootsuite feature.TIP

● Use images and video● Use ads to reach a target audience - ie “lookalike audiences’● Short text posts - favored by Facebook’s algorithm● Clear call-to-action (CTA)


Using Facebook effectively:

2 posts per day is optimal for audience engagement.TIP

Clear call to action and short text


Facebook Post Examplescustom #hashtag


Twitter

Keep posts at least 20 characters under the 140 limit to allow for retweets and comments.

TIP

Pictures result in 35% more retweets. Use them!

TIP


Twitter


LinkedIn

Tagging companies or people that you are connected adds authority to your posts. Just make sure they are related to the topic!

TIP

Engage your audience by asking relevant questions.

TIP

LinkedIn



Google+

Sharing “How To” content has shown to perform very well.

TIP

Started using a hashtag for a campaign - keeps everyone tuned into campaign.

TIP


Increase Engagement on Google+

Measure

Step 4:Measure Results

& Improve

Identify right metrics to measure

Social Goals

Reach

Comments, Inbound Links

Shares, Retweets

Form Fills

Online Purchase

Metrics

Total Impressions

Mentions

Reshare, Retweets

Volume

Conversions


Business Goals

Brand Awareness

Thought Leadership

Word of Mouth

Leads

Sales

How to measure?1. Select social media analytics tools, such as Google Analytics & Hootsuite

Analytics.

2. Use a URL shortener like Ow.ly that can track who is clicking on your content and from what region/geo.

3. Create a custom report and determine how frequently you will review social media metrics (weekly or monthly, for example).

THEN: Optimize your strategy based on the insight you’ve gained from the data you’re tracking.


What to measure?


● Best performing posts● Engagement● Traffic

Refine Your Strategy● What worked well and resonated with your

audience?

● What didn’t work well?

● What learnings have you taken away?

● How can you refine goals for the next period or quarter?

Summary

Assess your social media presence

Identify gaps

Set profiles

Set your goals

Select social networks

Build content plan

Setup workflow and processes involved

Publish & Share!

Identify metrics

Use tools to measure progress


We will email you these resources too!

1. Social Media Strategy Guide http://ow.ly/XP6rR

2. Social Media Strategy Template http://ow.ly/XP6uV

3. 6 Social Media Templates to Save you Hours of Work http://ow.ly/XP6zm

http://ow.ly/XP6rR

http://ow.ly/XP6rR

http://ow.ly/XP6rR

http://ow.ly/XP6uV

http://ow.ly/XP6uV

http://ow.ly/XP6uV

http://ow.ly/XP6zm

http://ow.ly/XP6zm

Q&A

Send questions via Twitter using #HootEssentials

Ask questions herein the GoToWebinar window

OR

Try it Now - Free!

http://ow.ly/XMDeU

http://ow.ly/XMDeU