why social media needs strategy
TRANSCRIPT
Nik Hewitt : Tank PR Ltd.
Why Social Media Needs Strategy
building strategy for
social success
Real people. Their intentions.
Their stories.
building strategy for
social success
Deferrer Society
Referrer Society
building strategy for
social success
building strategy for
social success
building strategy for
social success
building strategy for
social success
Who is your audience?
building strategy for
social success
B2BLinkedIn, YouTube, Twitter…
B2CFacebook, Google+, Twitter, Instagram, Pinterest, YouTube…
71% of online adults use Facebook.
19% use Twitter.
17% use Instagram.
21% use Pinterest.
22% use LinkedIn.
74% of women use social media.62% of men.
building strategy for
social success
building strategy for
social success
building strategy for
social success
Goals
Increase footfall, branding, product support, increase sales, find new clients,
research the market, stimulate brand evangelists, grow house lists etc.
Tactics
Capture and engage, branding, creative outreach, topical monitoring, etc.
Limitations
Staffing, time, board-buy-in, finances, knowledge, equipment, etc.
Assets
Blog content, knowledgeable staff, photo/video content, events,
competitions prizes, other PR, etc.
building strategy for
social success
What does success look like?
Are you generating leads your sales team can react to?
Increase in web traffic?
Identification of brand advocates?
Are you creating a buzz?
Are you getting newsletter sign-up?
Have you increased brand exposure?
Are you serving an active community of existing customers?
Brand exposure?
Linked to goals
building strategy for
social success
Be of Value!
building strategy for
social success
What are you going to talk about?
Helpful resources. Opinion. Polls. Behind the scenes imagery. Blog content. Aggregated industry news. Discounts. Reviews. Statistics. Press coverage. Historical imagery. Digestible data. Company charities. Games. Competitions. Interviews. Recommendations. Book summaries. Give aways. Day-in-the-life. Tips. Sweepstakes. Infographics. Video. Guest posts. Newsletters. Vine videos. Case studies. FAQ answers. Product development. Fan photos. Graphs. How-to guides. Research. Presentations. Testimonials. Quotes. Seasonal events. Tool recommendations. Affiliate and partner info. Conferences. Site tours. Questions. Image galleries. Staff news. Ask for advice. Mind maps. User-generated content. Colleague recommendations. Shared content. Expert opinion. Cheat sheets. Local stories. Comparisons. Predictions. Audio. Memes. Sneak peaks. Software. Coupons and money off codes. Free e-books. The weekly round up. Screencasts. Product support. Popular culture. Lists. Music. Links to customers. National news. Courses. Charts. Quizzes. Podcasts. Anecdotes. Illustrations. Work sheets. Ask for opinion. Flash sales. Humour. Mood boards. Q&A sessions. Awards news. Networking opportunities. Google+ Hangouts. Causes. Ratings. Product launches. Interviews. Employee bios…
Plus (occasional) creative promotion of your products or services.
building strategy for
social success
building strategy for
social success
building strategy for
social success
What is Your Voice?
building strategy for
social success
How will we grow our communities?
Social Advertising- how much are you spending on print ads right now?
Promoting Sharing- competitions, tagging, sweepstakes, calls to action…
Outreach- being the brand, listening and reacting, offering advice and
knowledge, making relationships with influencers…
Channel Placement- point of sale, email footers, packaging, website, documentation…
building strategy for
social success
building strategy for
social success
What is your crisis procedure?
building strategy for
social success
Who will do the work?
It takes TIME.
1 x Tweet = 10 minutes
1 x LinkedIn post = 15 minutes
1 x Facebook query = 15 minutes
1 x blog post = 2 hours+
1 x original image = 15 minutes+
1 x original 1 minute video = 1 day+
Do they know
how to get the most
bang for your buck?
building strategy for
social success
SustainabilityOngoing commitment
Stimulus and ResponseConstant monitoring
CommitmentCustomer service
Capture. Listen. Engage. Evolve.
any
questions?
@TankPR @nikhewitt