Social Media StrategyRACHEL MURRAY
Rachel Murray Digital Marketing Consultant
Hydrant
@HydrantRachel
Introductions Brief Introductions Name
Job Role
Company
Social Media Experience
Structure of Today•Social Media Landscape
•Developing your Strategy
•Monitoring your Strategy
•Case Study
•Questions and Answer, Practical Questions
Agenda10.00 -11.00 Start, Introductions and Best Practice
11.00 – 11.15 Break
11.15 – 12.30 Social Media
12.30 – 1.30 Lunch
1.30 – 2.45 Developing your Strategy
2.45 – 3.00 Break
3.00-4.00 Case Study and Overview
Objectives
Learn best practice tips for social media sites
Equip you with the knowledge and skills to create a social media strategy
Allow for the practical application of skills and knowledge learnt
Social Media Landscape
Social Media Landscape Social Media is evolving, with the introduction of new features, new capabilities and often new sites and trends regularly.
Main Sites that businesses use are – Twitter, Facebook, Linkedin, Google+ and Pinterest.
The power of social media has become extremely relevant for businesses with a huge percentage of people using it as part of their daily lives, and using it regularly. ◦ 52% adults in the UK are using social media regularly ◦ 37.3 million people in the UK use social media◦ Over 40% of UK companies use social media and 50% of those actively encourage staff to use it
Social Media Landscape Facebook
◦ More than a billion monthly active users as of December 2012.
Twitter◦ 340,000,000 Tweets per day◦ 200,000,000+ active users◦ 15.5 million people have Twitter in UK
Linked-In◦ The worlds largest professional network with over 200 million members in over 200 countries
Pinterest◦ As of February 2012, Pinterest had accumulated 10.4 million users.
Google+◦ 1M+ Business and brand pages created in the first 6 months.◦ 400M+ Google+ users and growing fast
Twitter Twitter can be used for many purposes in regard to your business whether that be promotions, communicating with your audience, responding to consumer queries etc.
Respond – Retweet, Reply and monitor conversations
Reward Followers
Demonstrate Leadership
Establish Right Voice – How do you want your business to appear to the Twitter Community.
Search for relevant followers
Recommended to Tweet a few times a day – Also the weekend!
Facebook Types – Pages, Groups, Personal Pages
Branding◦ Increase Brand Awareness◦ Showcase Brand Personality
Facebook Groups◦ Networking◦ Coaching Clients◦ Social Groups◦ Niche Focused
Always Changing – New Timeline http://www.facebook.com/about/newsfeed
Facebook AnalyticsPage Insights gives you the data you need to gather consumer insights.With Page Insights, you can:• Assess the performance of your
Page• Learn which content resonates
with your audience• Optimize how you publish to your
audience so that people will tell their friends about you
Facebook Advertising Pay per click
Do your research – Sponsored Stories
Use Image well – 100x80 pixel picture
Split Testing • Body of your ad• Photo in your ad• Headline of your ad • Sponsored Story vs. regular ad
Watch your Results ◦ A typical click-through rate on Facebook is 0.04-
0.05%.
Local Campaign – Sponsored StoriesLookalike Audiences
Linkedin The worlds largest professional network with over 200 million members in over 200 countries
Based on six degrees of separation – LinkedIn uses: ◦ 1st degree connections (immediate)◦ 2nd degree connections to your first degree connections
Helps to build relationshipsMore than 2.6 million companies have Linked-In Company Pages11+ million members in the UK as of January 9, 2013
Linkedin Company Pages List your products and services available – Never leave blank!
Get Recommendations – for your products/services
Post content that interests your followers and less about how great your company is
Encourage employees to like and share updates – will help to grow customer base
Listen to your audience
Look and analyse Insights of Company Page
Take part in Linked-in Groups discussions
Linkedin Linked-In Advertising
◦ Pay Per Click
Create a group around your specialisations and core competencies
Introductions
Endorse fairly
Professional Photo◦ Self Branding◦ Consistent Image Used on all profiles
Recruitment
Pinterest Around 71% of businesses never use Pinterest, even though traffic to the site has doubled since mid-2012.
20 million users and it is growing year-on-year.
Ettiquete◦ Be respectful◦ Be yourself◦ Give credit to the sources of the image◦ Stay alert◦ Let Pinterest know of any misconduct.
Shared Interests - As a business, you can provide inspiration for these interests by pinning in a personal, authentic way.
Be a sociable pinner – like, re-pin and share
Pinterest - PrinciplesPut pinners first - Before you start pinning, consider what pinners really care about. Check out your web analytics to see what they like best, or talk to them directly. Tailor your pinning for them.
Curate your collection - Create a few boards to start your collection.
Show what inspires you - Instead of just showing off your products, show what inspires them
Be authentic – Be creative and show your personality
Share your pins – Promote your Account
Google+
Within search results, information tied to verified online profiles will be ranked higher than
content without such verification, which will result in most users naturally clicking on the top
(verified) results. The true cost of remaining anonymous, then, might be irrelevance.
(Eric Schmidt, Google’s former CEO )
Google+ Verifying and linking your site with them to boost authenticity and quality.
Understand your audience – target right messages
Segment Followers with Circles
Consider Keywords – In About section
Hangouts and Communities
Reviews – add creditability
Do’s and Dont’s Workshop
Re-consider the best practice advice discussed, and your own knowledge on the platform and lessons learnt to consider do’s and don’t’s when using social media.
Note down one do and one don’t of how to use social media, whether that be things to consider when posting or things that you feel are best and not best practice.
Do’s and Don’t’s Regular Updates – Including Weekends
Show Personality - Be friendly and open
Variety of Content - Be engaging
Double check spelling and grammar - Proofread
Search for popular hashtags
Stay active
Develop a plan
Encourage Email database to join
Add widgets to your site
Respond
Segmentation and Targeting
Don’t ignore feedback, interactions and mentions
Don’t be repetitive
Plagiarize
Share too much information
Forget your audience as this is the key to success
Use multiple names across platforms – keep it consistent!
Set up if you don’t plan to invest time
Assume people will find you
Hard sell
Mix personal and business
Break
Multi Channel Strategy It is important that you are creating the write messages to your audience, as your audience may be different on different networks. It is how you manage the cross-over and integrating them successfully. ◦ Using all your social media channels◦ Successfully integrating them and making them part of your marketing campaign◦ Measuring cross-over ◦ Consider touch points – identify all points of contact ◦ Encourage collaboration
Multi Channel Strategy - Moby http://destroyed.moby.com/
Using Instagram, Soundcloud, Facebook and Twitter.
Users encouraged to Instagram pictures using appropriate hashtag at specific time and displayed on micro-site.
Multi-Channel Strategy - Cadbury
◦ How Cadbury uses Facebook, Twitter, Pinterest and Google+
◦ Separate for Brands – Share Recipes, New Product Launches
◦ Facebook Pages◦ Visual Posts◦ Limited Responses to Customer
Care Communications◦ RT for Sweets Campaign◦ Google+ Hangouts and
Communities
Cadbury – Twitter and Google+ Twitter -https://twitter.com/CadburyUK
130,000 Followers – Tweets 20 times a day
Separate customer service Twitter
Google+ - https://plus.google.com/u/0/+CadburyUK/posts
Early Adopter
Hangouts and Communities
Cakes and Baking Community
Multi Channel - Kendal Calling
Kendal Calling - award-winning, innovative, independent festival based in the Lake District.
Instagram • Sharing images to encourage people to
like the image. • 450 Followers• Tag Photos - #kendalcalling
Instagram – Visit Scotland
Using #naturalscotland on Instagram as part of a photography competition.
Additionally used on Facebook to display images to allow for sharing of the Images.
Challenges and Opportunities of Social Media
Virility of Information
Integration of daily life
Privacy and Security
ROI – Measurement
Developments in Technology
Negative Feedback A recommendation is to have a strategy or plan in mind to deal with negative feedback on twitter.
Identify the type of feedback◦ Straight Problem◦ Constructive Criticism◦ Attack◦ Trolling/Spam
Decide how to react ◦ Does it require a response?◦ Do you have a standard response?◦ How will you manage the communication?
Search Engine Optimisation Keyword Strategy
Keyword Rich Content
Back Links – add creditability, increase site traffic and visibility of your posts.
Profiling Naming – Profile descriptions
Contact Information and Description
Link your Website – icons and Widgets to gain more online exposure.
Verify social media sites
Round-Up USP – What is yours and how to apply that to yours content?
What site ? – identify your customers, and go where they go!
Negative Feedback – How to respond
Search Engine Optimisation – Keywords
Multi-Channel – use all sites, and how?
Be prepared to face challenges and take advantage of opportunities
Your Social Media Strategy
Strategy A Strategy can effect and enhance every corner of your organisation. So it is important to set out specific, measurable goals before you begin, enabling you to evaluate just how much you have achieved.
◦ Develop brand/ product/ services awareness◦ Build audience/ customer base◦ Educate audience/ customer base◦ Understand more about your audience/ customer base◦ Increase reputation
Focusing on the ultimate goal, will guide what you do, when you do it and what content you will share..
Components of your Social Media Strategy
Planning and Analysis
Big Idea & Campaign
Making it Happen
Conclusion
Planning and Analysis◦ Where are we are now ?
◦ Where do we want to be?
◦ What do we want to achieve?
◦ What do we want to do with Social Media?
◦ How will we get there?
◦ Who do we want to communicate with and how?
Planning and Analysis Who is your Online Audience?
◦ Customer, Audience, demographic, location, data resources and key influencers
What can you offer?◦ The Business, Brand, Industry and Unique offering
Market Trends – adapt and utilise market changes and trends
Competitor Analysis ◦ What are you competitors doing? ◦ How are they engaging with their audience? ◦ What is their persona online?
Define team skills – Internal Resources and Capabilities
Planning and AnalysisCustomers and Audience
Understanding the buying and decision making behaviour of your customers, clients or target audiences is essential and involves considerable invested research and planning.
◦ Existing customer and audience◦ New customers in current demographic◦ New customers in new demographics
Prioritised list of customer segments and which customers are more likely to deliver the aims of the strategy
Planning and Analysis What are your reasons for using social media? What do you want to achieve?
Example: You can use your page to do many things, such as find new customers, build your brand and relationships with current customers, promote events and special offers, communicate with internal teams, and much more.
Devise an actionable plan for reaching these goals.
KPI’s, Goals, Return On Investment, Financial and Audience engagement◦ Digital, Business, Operational, Financial, Engagement, Team, Creative
Planning and Analysis◦ Where are we are now ? – Analysis of Current Activity, Position and Resources
◦ Where do we want to be? – Setting measurable of targets, KPI’s and goals
◦ What do we want to do with Social Media? – What else do you want to do
◦ How will we get there? – What can we do, capabilities and resources
◦ Who do we want to communicate with and how? – Online Audience, Target
Audience
Big Idea and Campaign◦ How exactly do we get there?
◦ How will we achieve the goals set?
◦ What will be competitive and unique advantage?
◦ What is the Content, Ideas and Tactics to how you will achieve objectives and
goals?
Big Idea and Campaign Once you have a few goals in mind, think about your customer and what kind of things they want to see from you. What will get them excited? What will keep them engaged?
◦ Brainstorming creative ideas◦ Define channels and plan for each◦ Allocate projects to team members based on skill set◦ Create timeline of your campaign/ Editorial Calendar ◦ Creating an Action Plan
Big Idea and Campaign
Action Plan• Action Type• Priority• Details• Frequency• Metrics• Time• Tactics
Action Type
Priority Details Frequency Metrics Time Means
Like Fan Pages
Low Search for Relevant Pages to receive updates from
2 New Likes per week
Number of Likes
10 Minutes per Week
Facebook and Internet Search
Big Idea and Campaign Create timeline of campaign/ Editorial Calendar
◦ When are you going to post?◦ What type of content do you want to post?◦ How often to post?
Tools to use:
Scheduling Tools
Or as simple as a Calendar to mark what and when to post.
Big Idea and Campaign◦ Actionable Tactics of how to achieve goals, targets and KPI’s
◦ Creative Ideas and Marketing Campaigns
◦ Preparing an Action Plan
◦ Creating an editorial calendar or posting schedule
Making it Happen◦ Implementing your strategy
◦ How do we monitor performance?
◦ How will you measure the success?
◦ What tools will you use to action your strategy?
Making it Happen Split Testing and measure what works
Tweak as appropriate
Monitor and Report Performance - Record all data with reporting, analysis and procedures
Use analytics to see what works and what does not
Management – Internal resources or Outsource?
Making it Happen Managing Internal Resources
Collective Voice – if there is more than just one staff member contributing to online content, ensure that there is a collective voice.
Staff Social Media Policies◦ What to include?◦ What does it cover?◦ Legal
Employee Training on using social media
Utilising Internal Resources
Evaluation Did the strategy exceed Goals?
What were the unexpected benefits?
What was learnt?
What were the Key Performance Indicators?
What is the value of the KPIS?
Which audience segment engaged with the campaign the most?
What is the value of engagement in relation to the goals?
Evaluation◦ Evaluate the initial goals, ROI’s and KPI’s and compare the reality
◦ Review unexpected benefits, mistakes & lessons learned
◦ Utilise for future campaigns
◦ Establish continuity in engagement
◦ Summarise the benefits of the strategy
Evaluation Tools to use
Measuring and Reporting
Hoot Suite – Reporting and Scheduling
Google Analytics Social
Facebook Insights
Pinterest Web Analytics
Raven Tools
Other
Scheduling - Buffer
URL shorterner
Google Analytics
Evaluation – Tools to use?◦ Do you use any tools that you would recommend?
◦ Scheduling Tools or software that assists, supports or improves your social
media usage?
Summarise• Where are we now, and where do we want
to be. Analysis and Setting goalsPlanning and Analysis
• Action Plan, How going to achieve this. Big Idea & Campaign
• Managing and MeasuringMaking it happen
• Evaluate and MeasureEvaluation
Accompanying Strategies Content Strategy – What is the purpose of your content, what has it to achieve?
Marketing Strategy – overall marketing strategy of your organisation, campaign, and
objectives
Keyword Strategy – Keywords that you ideally using in your content, areas you want
to optimise
Editorial Calendar – Plan what your going to say, when and how your going to do that.
Workshop – Case Study
Workshop – Case Study Given a Case Study
Analyse and Create Strategy based on what you have learnt today
Present your solution
Things to Consider:
What channels are recommended?
Target Audience/Customers
Include Examples
How will you measure success?
• Where are we now, and where do we want to be.
Planning and Analysis
• Action Plan, how going to achieve this. Big Idea & Campaign
• Managing and MeasuringMaking it happen
• Evaluate and MeasureConclusion
Overview
New Developments – 2013 and ahead◦ Facebook Developments
◦ E-Commerce and Social Media
◦ Visual Marketing – Pinterest and Instagram
◦ Google+ - Niche Markets
◦ Google+ and Verification
◦ Mobile and Responsive – Capturing users on mobile
Facebook Developments Graph Search - https://www.facebook.com/about/graphsearch
New Timeline - https://www.facebook.com/about/timeline
New Homepage/ Newsfeed - https://www.facebook.com/about/newsfeed
Facebook’s future is mobile – users on mobile, advertisements on mobile
Launch of the Facebook Phone
Follow Up To Do:
Develop your Strategy
Create clear objectives, targets and KPI’s.
Implement – assign responsibilities
Accompanying Action Plan and Editorial Calendar.
Measure and Report.
Measuring
Setting up Analytics
Clear Reporting Schedule
Report and Monitor
Rachel Murray - HydrantRachel Murray
@HydrantRachel
0845 862 1111
Question and answerIF YOU HAVE ANY QUESTIONS OR REQUIRE ANY PRACTICAL ADVICE THEN PLEASE ASK