developing a social media strategy
DESCRIPTION
To view the recorded version please copy this link into your browser: https://drakeintl.webex.com/drakeintl/lsr.php?AT=pb&SP=EC&rID=5850997&rKey=55f95878d9b9207d Social Media has become an integral tool for businesses in building an audience for your product or service but a common hurdle that is often faced by Marketers and Managers is how to develop and execute a successful social media strategy that generates positive ROI. In this webinar, we will be looking at the building blocks for creating a strong social media strategy for a B2B and B2C business. We will also go over how to track the ROI of your campaigns and make adjustments based on social analytics. During this session you will learn: - How to develop strategic goals for social media - Which social media tools to use to accomplish these goals - Executing your campaigns - Performance management and trackingTRANSCRIPT
Developing a Social Media Strategy
October 4, 2012
Presented by: Sandy Sykora, Digital Marketing Strategist
For audio, it is recommended you dial inA copy of the slides + recording will be available post webinar
AUDIO: 1-877-668-4493Access Code: 662 581 692
Event password: 1234WebEx Support: 1-866-863-3910
About the Speaker
Sandy Sykora, Digital Marketing Strategist
• Passionate about digital
• Works on social media and digital marketing at Drake
• Helps businesses develop digital marketing strategies
• Loves travel and experiencing new cultures
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@sandykora
Agenda
• Why Does Social Media Matter?
• Developing Your Strategy
• Review
• Q&A
Why Does Social Media Matter?
The Nature of Consumerism is Changing:• Digital Technology is changing the way we shop
• E-commerce and Social-commerce shorten the purchase cycle
• Mobile Apps make it easy for consumers to find what they want when they want it
• Gamification is pushing us to compete and spend
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Why Does Social Media Matter?
Communication Channels are Evolving: • 40% of people spend more time socializing online than they
do face-to-face
• 81% of Facebook users look to receive advice from their friends and family when shopping online
• 50% of S/F-Commerce shoppers have made a purchase based on a recommendation on social media
• 53% of active adult social networkers follow a brand
• 1 Billion Tweets are exchanged every 3 days
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Developing Your Strategy
What to Consider:1) The Audit
2) The ‘Sell’ – Buy In from the Bosses
3) Business Objectives / Benchmarks
4) Finding your Audience / ‘Voice’
5) Weapons of Choice
6) Content strategy
7) Performance Management
8) Social Media Policy
9) Analysis and Adjustments
10)Review
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Developing Your Strategy
1) The Audit:You need to understand where you are at and where you need to go before creating your strategy
• Review of current digital assets
• Competitor review
• Internal / external resources available
• Includes other aspects outside of Social Media
– Departmental business objectives
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Audit
Developing Your Strategy
2) The “Sell”
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Audit Sell
Developing Your Strategy
2. The ‘Sell’ – Buy In from the Bosses:
• Know how social media will impact business
– Sales, Marketing, Operations, Finance, Legal, HR etc.
• Know your numbers
• Have KPIs (Key Performance Indicators)
• Provide metrics (if your company is on social media)
SOCIAL MEDIA BUY-IN GOES BEYOND ‘LIKES’ , ‘FOLLOWS’, ‘RE-PINS’
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Developing Your Strategy
3. Business Objectives / Benchmarks
Develop KPIs that are communicated to your teams
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Social Media Objectives
Inbound traffic (leads) Engagement /Awareness
Conversions (sales) Employee adoption
Customer Support Growth to New Markets
Reach Operational objectives
Audit Sell Bench
marks
Developing Your Strategy
4) Finding your Audience / ‘Voice’:
• Understand your customers
• Brand / market research
• Determine which social media channels your target market(s) use
• Find your brand champions
• Develop your communication strategy
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Audit
Sell
Benchmarks
Voice
Developing your Strategy
Choose Your Weapon
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Audit
Sell
Benchmarks
Voice
Weapon
Developing your Strategy
5. Weapons of Choice:• Determine which social media
channels to use
– Based on your goals set in Step 3
– Based on where your target audience is from Step 4
• B2B business:
– Twitter, LinkedIn, Blogs, Video
• B2C business: Facebook, Twitter, Pinterest, Instagram, Blog, Video
• Global firms need to determine niche social media
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Developing your Strategy
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Audit
Sell
Benchmarks
Voice
Weapon
Content
Developing Your Strategy
6. Content strategy:
• How will you communicate with your audience(s)?
– Language, Voice, Grammar
– Dependent on the social channel you use
• Create your content calendar
– Consider promotions and special events
– Use your research
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Developing Your Strategy
6. Content strategy continued:
• Important factors to consider:
– Time of posts
– Word selection
– Message selection
– Interactions with others
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Developing Your Strategy
7. Performance Management
• KPI management and tracking
• Develop reporting process:
– Weekly, monthly, quarterly….
• Involvement of cross functional teams, departments and agencies
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Audit
Sell
Benchmarks
Voice
Weapon
Content
Manage
Developing Your Strategy
Develop a Social Media Policy
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Audit
Sell
Benchmarks
Voice
Weapon
Content
Manage
Policy
Developing Your Strategy
8. Develop a Social Media Policy
• Policy that promotes best practices of employee social media use
• Aids in the success of your social media strategy
• Promotes education, learning and development
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Developing Your Strategy
8. Develop a Social Media Policy Continued:
Your Policy should cover:
• Who the policy applies to
• Definition of social media channels
• Guidelines for each social media channel
• Examples of acceptable vs. unacceptable uses of social media
• Implications for misuse
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Developing Your Strategy
Analysis and Adjustments
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Audit
Sell
Benchmarks
Voice
Weapon
Content
Manage
Policy
Analysis
Developing Your Strategy
9. Analysis and Adjustments
• Review of social analytics, KPIs and overall ROI
• Compare to departmental objectives:
– Success vs. Failure
• Adjustments of metrics and KPIs if necessary
• Implementation of changes with relevant teams
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Developing Your Strategy
Process Review
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Audit
Sell
Benchmarks
Voice
Weapon
Content
Manage
Policy
Analysis
Review
Developing Your Strategy
10.Overview / Review
• Social media is changing the way we do business
• A good strategy will consider business objectives and;
• Have measurables that go beyond Likes, Follows and Re-Pins
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