strategie in social media
TRANSCRIPT
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Strategie in social media
Raluca Popa
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Despre mine
5 ani de social media
marketing
Zeci de campanii in
social media
Social Business
Manager la IBM
Blogger
Absolvent FCRP-
SNSPA
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#SocialMediaFCRP
@ralucapopa
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De ce “Strategie de Social Media?”
De ce NU
“Strategie de Facebook“
sau
“Strategie de Twitter“?
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Feudalism digital
“Una dintre caracteristicile economice
fundamentale ale Web 2.0 este distribuția
de producție în mâinile celor mulți și
concentrația de recompense economice
în mâinile celor puțini.”
Nicholas Carr
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Canalul
NU e baza unei strategii de social media
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Stabilesti obiectivele de business corecte
More social, less media
Intelegi valoarea unei comunitati
Alcatuiesti un plan de comunicare si o lista de
tactici pentru Facebook, Twitter etc
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1. Stabilirea Obiectivelor
Care sunt nevoile brandului?
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Obiective de
business
• Generarea de trafic
• Generarea de leaduri
• Customer support
Obiective de
reputatie si
vizibilitate
• Activarea comunitatii
• Influentarea conversatiilor
Obiective de
soft engagement
• Numar de fani /followeri
• RTs / like-uri / share-uri
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Creeaza proprietati digitale pe
care le poti controla Website / landing page
Blog
Newsletter
Trimite acolo audienta din social media
Generare de leaduri
Trafic & comunitate de cititori
Abonati la newsletter
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2. Publicul tinta
Cu cine vorbim, cum il gasim si cum ii retinem atentia?
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Omul vizat de tine
trebuie cunoscut si inteles
inainte sa incepi comunicarea cu el
in social media
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• Care sunt principalele date
demografice: varsta / locatie / venit
• Ce profesie si cata experienta are
• Cum arata o zi din viata lui
• Care sunt cele mai mari probleme pe
care i le pot rezolva
• Ce valori are
• Ce experienta cauta in procesul de
cumparare
• Ce obiectii are la adresa brandului meu
• Cum il gasesc
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Oamenii urasc publicitatea pe retelele sociale
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De ce sa se
conecteze cu
brandul tau?
Poti sa le fii prieten?
Poti sa nu discuti toata ziua
doar despre tine?
Poti sa le oferi informatie
valoroasa?
Poti sa fii un trendsetter?
Poti sa-i asculti vorbind
despre brandul tau?
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3. Canalele sociale
Unde ne stabilim prezenta si ne concentram eforturile?
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Canale sociale
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Platforme de content sharing
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Intrebarea gresita
Care e profilul utilizatorului
de Facebook / Twitter /
LinkedIn / Instagram?
Pe aproape ORICE canal social, publicul va fi
FOARTE divers daca ne raportam la intrebarile la
care trebuie sa raspundem
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Utilizatorul roman de Facebook
Sursa:
http://www.facebrands.ro/demografice.html
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Intrebari corecte:
Cat din audienta vizata de
brandul meu este activa pe un
anumit canal?
Cat de accesibila imi va fi
conectarea cu ea?
Alege retelele sociale cu utilizatori activi ce permit o
buna targetare a audientei
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Targetare
pe
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Insight-uri despre audienta ta pe Facebook
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Targetare
pe Twitter
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Insight-uri despre audienta ta pe Twitter
https://analytics.twitter.com
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4. Analiza competitiei
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Research competitie
• Nu te duce neaparat unde
e competitia ta
• Nu incepe o strategie fara
un research pe ce s-a
facut deja in domeniul tau
de interes
• Invata din greselile lor si
vezi cum poti sa le
„seduci‟ fanii
• Unde sunt?
• Ce comunica?
• Ce fel de
comunitati au?
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5. Planificarea continutului
Ce conversatii pornim?
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Enumera
3 branduri cu care
ai avut recent o conversatie
in social media
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Peste 90% din
vizitatorii unei pagini
de brand nu se mai
intorc niciodata.
Sursa: bit.ly/1DzUneP
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Siguranta Nesiguranta
Importanta Conexiune
Crestere
Contributie
checklistul unei strategii eficiente de continut
Cele 6 nevoi emotionale ale omului:
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Conexiune
2014
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@NokiaRomania de Valentine‟s Day (2012)
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Urmatorul pas: creeaza un calendar editorial!
• Tonul vocii, abordarea
• Teritoriile conversationale
• Tipurile de continut: foto, video, text, linkuri, intrebari, sondaje etc
• Audientele vizate de fiecare postare
• Frecventa postarilor
• Cine creeaza postarile?
Ce cuprinde strategia de continut:
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Raportul ideal: 60-30-10
• Pentru ca ti-ai inteles deja publicul
tinta, 60% din continut este extern,
pliat pe gusturile lui
• 30% este orientat spre amplificare
• 10% e direct orientat spre
obiectivele tale de business
Util
Distractiv
Re-shares
Continut
promo
Sursa: bit.ly/603010ratio
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Actiunea vizata de la audienta?
Like
Share
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Formula ideala pentru cei 10% Continut Promo:
2) • Agita problema respectiva
3) • Prezinta solutia
1) • Identifica o problema
Sursa: bit.ly/pasformula
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Actiunea vizata de la audienta?
Like
Conversie
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Planul de continut
Community management
Implicarea in conversatii externe
Raspunsuri la reactii
Monitorizare proactiva
60% continut extern
30% amplificare
10% continut promo Strategia
de
continut
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Foloseste
Twitter Search
Monitorizeaza constant cautari dupa:
• Termeni-cheie ai brandului tau
• Nevoi ale potentialului client
• Competitie
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Raspunsuri in social media:
42% din clienti asteapta un raspuns in 60 min
Sursa: bit.ly/60minresponse
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6. Resurse Cu ce pornim la drum?
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Buget
Tehnologie
Skillseturi
Echipament foto/video
Comunicare
Social ads
Abonament foto stock
Tool-uri premium Resurse
Community manager
Editare foto
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Recomandari
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De adaugat in RSS reader:
Social Media / Social Business:
http://www.socialmediaexaminer.com/
http://www.socialmediaexplorer.com/
http://socialmediatoday.com/
http://socialbusinesssandy.com/
http://www.business2community.com/social
Marketing, Business &
Entrepreneurship:
http://sethgodin.typepad.com/
http://www.chrisbrogan.com
http://www.marieforleo.com/
http://www.web-strategist.com/blog/
Digital Marketing:
http://blog.marketo.com/
http://www.briansolis.com/
http://heidicohen.com/
http://www.copyblogger.com/blog/
http://www.thesaleslion.com/
http://blog.bufferapp.com/
http://mackwebsolutions.com/blog/
http://marketingland.com/
http://blog.hubspot.com/
http://www.convinceandconvert.com/blog/
http://www.mackcollier.com/
http://blog.kissmetrics.com/
http://www.problogger.net/
http://boostblogtraffic.com/
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Imagini: www.freeimages.com, www.stockphotosforfree.com,
www.imagebase.net, www.morguefile.com, www.openphoto.net.
www.picjumbo.com, www.gratisography.com, www.pixabay.com/en,
www.photopin.com, www.stockvault.net, www.unprofound.com,
www.pixelperfectdigital.com, www.imageafter.com,
www.freefoto.com/index.jsp, www.photorack.net, www.cepolina.com,
www.geekphilosopher.com/GeekPhilosopher.com/photos/photos.asp
x, www.imagebase.net, www.freedigitalphotos.net,
www.photogen.com, www.bigfoto.com, www.dreamstime.com/free-
photos, www.freephotosbank.com, www.freerangestock.com/,
www.rgbstock.com/, www.imcreator.com/free,
www.freemediagoo.com/, www.pickupimage.com,
www.superfamous.com/
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7. Masurarea rezultatelor
Inapoi la obiective!
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Business
Ce actiuni au fost
indeplinite?
Cati vizitatori a trimis
reteaua?
Cate leaduri au fost
generate?
Conditii:
Reputatie
Ce volum de conversatii a
fost inregistrat?
Cate mentiuni
pozitive/negative au avut
termenii monitorizati?
Cel putin o activitate
masurabila pe site /
blog
Contorizarea traficului
generat de social media
Definirea termenilor
cheie
O valoare initiala pe
volum de conversatii si
pe sentiment
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“Iadul raportarii”: Obiectivele de
soft engagement
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Canal
Activitate Continut
publicat in
social media
Reach Dimensiunea audientei
canalului + continutului
Interactiune Cat engagement a
avut canalul?
Amplificare Cat de distribuit a
fost continutul?
Cate tweeturi?
Cati followeri noi?
Cate estimated
impressions?
Cate raspunsuri,
mentiuni si
‘favorite’?
Cate retweeturi?
Cate postari?
Cati fani noi?
Cate vizualizari pe
continut?
Cate likeuri,
comentarii,
mesaje?
Cate share-uri la
continutul postat?
Cate update-uri
pe LinkedIn?
Cati followeri / membri
ai grupului?
Cate like-uri si cate
comentarii?
Cate share-uri la
continutul postat?
Cate
videoclipuri?
Cate vizualizari pe
video?
Cati abonati noi?
Cate comentarii,
like-uri, thumbs ups
si ‘favorite’?
Cate share-uri la
videoclipurile
publicate?
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Recapitulare: Elementele unei strategii de social media
Obiective
Public-tinta
Canale
Continut
Competitie
Masurare
Resurse
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Enumera
3 branduri pe care
le-ai putea ajuta
sa comunice mai bine
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Multumesc
• @ralucapopa
• ro.linkedin.com/poparaluca
• ralucapopa.com