Social Media Strategy – Phrase 1Tran K. Nguyen

Atlanta, August 5, 2016

Why social media?

How to achieve social media goals?

What are the next steps?

Q&A

Agenda

Why social media?

Over 90% of B2B buyers are already using social media tools,

often to research and execute purchases.

Forrester Research (Feb 2009)

“Business customers are exposed to the same dynamics of peer-to-peer networks and opinions that influence individual consumers.”

From: http : / /www.mckinsey.com

Why social media?

• Facebook ads period: June 24 - June 28• Number of registrants: 64– Outside Compass: 18

Is there any correlation?

24-Jun 25-Jun 26-Jun 27-Jun 28-Jun0

20

40

60

80

100

120

140

160

Impact of Facebook ads

Facebook click Webinar registrants Outside Compass

Organizational Goals

Brand Awareness• Young, fresh, vibrant boutique brand

Sales• Increase from 57 million to $100

million in 5 years

Recruitment• Attract young talent to the

organization

Social Media Goals

Reach• Generate brand awareness among 23-65 year

olds by reaching ___ people by the end of 2016

Action • Increase sales inquiries from social media sources

by ___% by the end of 2016.• Increase interaction on Facebook with current

customers, have 100% current customers connected

Shares, Likes, Comments• Increase likes & comments on Facebook to ___

comments per post by the end of 2016

Social media goals

I I – How to achieve our social media goals?

Buyer personas

Our value proposition

Our social media personality

Decision makersat government and non-government agencies

age with dignity!

- Kelly, 40 years old, - Director of Operations for the Community

Council of Aging

Boomers

- Peter, 65 years old, an empty nester- Having diabetes

How do we solve our clients’ problems?

Putting it together

• A middle-aged woman who is compassionate and witty

• Believing in aging with dignity and independence.

• Witty, knowledgeable, humble, and graceful

• Vintage style with modern feel

I I I – What are the next steps?

Competitor audit

Best practices

Actions

Competitor Audit

NameTotal Fans

Posts per Day Pictures Links Video Others

Engagement per post

71 0.41 54.2% 29.3% 16.7% 4

9,365 0.64 4.2% 79.2% 12.5% 4,2% 5

10,114 0.67 100% 5

1,919 0.57 75% 12.5% 8.3% 6

Best Practices

Best Practices

Freshly – Food companyThe Motley Fool – Financial company

Cisco - Tech company

Yum!

Show company size

Show company culture

Show social stance

Deadline: Mid SeptemberStep #1: Step #2: Step #3:

Deciding on: GoalsAudience’s desired actionsPersonality

Who: ‘smarketing’

What are the next steps?

Building relationship andconducting UX research

How often? What interest you? What not interest

you?

Polish the basicTabsButtons

Looking forward

Thank you very much!

Should we get on Twitter?

Is this the right social media channel for your business and does your target audience use Twitter?

Do you have the human resources available to effectively run your Twitter profile?

Do you have the financial resources to grow your followers with advertising on Twitter?

50% Use strategic storytelling to communicate value props40% Provide educational content for decision-makers at government and non-government agencies10% Provide senior independent living news and tips

How much of each content?

Where is Social Media in the Buyer’s Journey?

The first impression Consistency

- Similar?

- Different?

The full buyer’s journey