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1
Creating a social media
Strategy
ESWH Social Media Team
Developed Tony Williams
2
Overview
● Social Media Channels
● 6 Steps to Creating a Social Media Plan
● Budgeting for Social Media
● Getting Started
● Questions
3
What is Social Media
● Social media is media designed to be disseminated through social
interaction, created using highly accessible and scalable publishing
techniques.
- wikipedia.org
4
What is Social Media?
● An ongoing conversation that’s happening RIGHT NOW
● A promotional channel for content distribution
● A long-term return on investment
● A steady stream of information for:
 Research
 Feedback
 Building Relationships with customers, clients, contacts
5
Current Statistics
● Over 50% of people in the US have at least 1 social media account
● Social media makes up over 17% of all online usage
 Overtaken email as #1 activity on the web
● 93% of Americans believe companies should have a social media
presence
 85% believe those companies should be interacting with customers
6
Social Media Facts- Facebook
● 1.5 Billion active users worldwide
 819 Million on mobile devices
 Mobile users are twice as active as non-mobile users
● 53% female, 46% male
● 300 Million Photo uploads per day
● Thursdays and Fridays, engagement is 18% higher
● Average time spent on Facebook is 20 minutes
● 4.75 Billion pieces of content shared daily
● Largest segment is 25-34 years old
7
Social Media Facts- Twitter
● 1 Billion registered users
● 500 million tweets sent daily
● 100 Million active users daily
● 170 minute spent per user on Twitter Monthly
● Peak days to tweet are Tuesday & Wednesday
● Millennials and Teens are most active segment
8
Social Media Facts-
● 1 Billion unique visits each month
● Over 6 billion hours of video are watched each month on YouTube
 Almost an hour for every person on Earth, and 50% more than last year
● 100 hours of video are uploaded to YouTube every minute
● 70% of YouTube traffic comes from outside the US
● According to Nielsen, YouTube reaches more US adults ages 18-34
than any cable network
9
Social Media Facts-
● 70 Million users as of 2013
● 47% of US online consumers have made a purchase based on
recommendation from Pinterest
● Pinterest generates 4x more revenue per click than Twitter and 27%
more than Facebook
● Pinterest buyers spend more money on items than any of the other
top 5 social media sites
● Conversion rates for Pinterest traffic are 50% higher than conversions
from other traffic
● 80% of total pinterest pins are repins
10
Social Media Facts–
● Over 350M Users
● Google plus has great SEO benefits
 Google plus links are all “dofollow”, meaning they pass valuable link juice
 Posts are crawled and indexed immediately
 Bots crawl 2,500 words on a + page, vs 275 on Facebook
● Google Plus for business offers more integrated analytics on your
business page
11
How is Social Media Used?
● Customer Service
● Product/Service Feedback
● Networking and Job Searching
● Lead Generation/Sales
● Promotions
● News
● Internal communication
12
Creating a Social Media Plan
Steps:
1.Preplanning
2.Listen to the Conversation
3.Create Your Target Profiles
4.Set Specific Goals
5.Join the Conversation
6.Measure ROI
13
Step 1 - Preplanning
Questions to ask internally:
● Where do our customers get their information
● What influences our customers?
● How does information flow in our industry?
● What promotional channels are we currently using?
 Are they working?
● What is my sales funnel? How are leads qualified?
Asking questions indicates how social media can be used to
complement your business goals.
14
Step 2 – Listen to the Conversation
● Secure your brand on social platforms
 Usernames are often unique
 Use consistent usernames across all platforms
● Set up monitoring channels
 Google Alerts
 Social Mention
 Technorati
 Twitter Search/Twitter Lists
 Radian6
● Monitor: individual influencers, competitors, blogs/comments, and
industry news sources
15
Step 3 – Create Your Target
Profile
● Focusing on key target segments lowers marketing costs
● Example:
 Target Audience is 25-35
 $350 Billion in spending power
 Spend 20 hours online weekly
 96% of them join social networks
● This information can be gathered through market research, surveys,
or previous studies
● What is the perfect prospect?
16
Step 3 – Create Your Target
Profile
● Find key attributes from monitoring channels
● Chart presence on social media
● Determine Market Segmentation
 Demographic
 Geographic
 Psychographic
 Behavioralistic
● Continue gathering customer data at each step of your plan
17
Step 4 – Set Specific Social Goals
● Generate Leads
● Increase brand awareness
● Increase traffic/Opt-ins
● Develop relationships with current customers
● Boost SEO/SEM results
● Reduce CRM costs
● Increase Revenue
18
Step 5 – Join the Conversation
● 3 Phases of Social Equity
 Awareness
• Qualify fans and followers as leads
 Engagement
• Increase long-term communication
• Exclusive promotions will help turn advocates into customers
 Social Commerce
• Determine small data set to introduce products to
• Gather product reviews
19
Step 5 – Join the Conversation
● Establish an Editorial Calendar
 Choose specific days for posting content
 Be consistent – you’re a news source
 Helps stay on track and organize content
 Choosing specific topics each day helps find content ideas
● Share calendar with everyone involved
● Use video to build quality content
 Doesn’t have to be professional
 Include descriptions and tags for search engine optimization
 Post video with content on your blog/website
20
Step 5 – Join the Conversation
● Be Transparent and Authentic
 Don’t be evasive
 Offer your name, title, experience
 Admit your interests in the topic
 Define your credibility (Use LinkedIn to build your credible profile)
 Contribute quality input on topics of interest
● Strive to answer questions about your authenticity
● Don’t focus on selling, focus on engagement
● Earn a reputation, build trust, then sell to qualified leads
21
Step 5 – Join the Conversation
● Be the expert in your industry
 Write about what you know
 Offer insights to those who ask for it
 Share links to resources you think add to the conversation
● Use topics you monitor to start conversation
 Articles/blog posts
 Community Forum Threads
 Conversation from social media groups
● When customers trust your content, they’ll trust what you’re selling
22
Step 5 – Join the Conversation
● Have rules of engagement
 Know what to do with negative responses
 Determine who in your organization is involved in responding
 Admit to mistakes and thank those who bring it to attention
 Respond Kindly
● Share these rules with your team
● Turn brand “detractors” into “advocates”
 People remember bad experiences, but will buy again if it’s corrected
23
Step 6 – Measure Your
● What is a Return?
 Non-financial
• Visitors, word of mouth, page views, fans, followers, referrals
 Financial
• Sales, Transactions, Coupons
• ROI
● Not all returns have to be $$ to bring value
24
Step 6 – Measure Your Returns
● Qualitative
 Are we part of our industry’s conversation?
 How do our customers perceive us versus our competitors?
 Did we build key relationships?
 Are we moving from monologue to dialogue?
● Quantitative
 Website Analytics
 Social Mentions
 SEO Rankings
 Linkbacks
 Subscribers
25
Step 6 – Measure Your Returns
● Establish before/after baseline
 What did our online environment look like before social media?
 What online channels were we using?
 What does it look like now?
● Determine hard numbers here
 5.5% conversion rate before
 8.5% conversion rate now
● This baseline should track at least 6 months
26
Step 6 – Measure Your Returns
● Develop Activity Timeline along same baseline
● Diagram exact dates in which key SM activities occurred
 8/11 blog started
 8/13 Facebook page started
 9/15 FB ad campaign begins
 9/17 FB ad ended
● Note Milestones on diagram
 500/1000/10,000 fans
 100 clicks back to blog link
27
Step 6 – Measure Your Returns
● Look at Key Performance Indicators (KPI)
 Transactions
 New Customers
 Sales
 Revenue
 Average Order Size
 E-mail list size
● Use Google Analytics to determine exact numbers
● What are the transaction precursors?
 Brand mentions
 Loyalty metrics
 Store traffic
 Free sample offers
28
Step 6 – Measure Your Returns
● Overlay all timelines and look for patterns
 SM Activities
 Web Analytics
 Store Metrics
 Loyalty Metrics
● Circle areas where increases occur
● How were specific numbers achieved?
 Facebook promotion
 Product launch
 Press release
 Coupon offer
29
Budgeting for Social Media
● Allocation vs. Addition
 Do you raise new funds or borrow from existing budgets?
● How to determine Allocation or Addition
 What are your goals?
 How much is your existing marketing budget?
 Which current tactics work? Which are most expensive?
 What internal resources are available?
30
for Social Media
● What to budget for:
 Time
 Design and Branding
 Analytics Tools
 Social Monitoring
 Automation Applications
 Social Media Advertising
 Outsources/Consulting
31
How to Get Started
● Start with platforms you can actively maintain
● What outsourcing is needed?
 Design, development, content management, market research
● Plan your content flow
 Will you push content through all channels?
● Find tools to automate processes
 Tweetdeck (now by Twitter)
 Hootsuite
 Sprout Social
 Mailchimp
 Sendible
32
Additional Resources
● Blogs
 Socialmediaexplorer.com
 Socialmediatoday.com
 BrianSolis.com
 Mashable.com
● Tools
 Tweetdeck
 Sendible
 Hootsuite
 Shoutlet
 Buffer
 Trackur
33

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Power point creating a social_media_plan

  • 1. 1
  • 2. Creating a social media Strategy ESWH Social Media Team Developed Tony Williams 2
  • 3. Overview ● Social Media Channels ● 6 Steps to Creating a Social Media Plan ● Budgeting for Social Media ● Getting Started ● Questions 3
  • 4. What is Social Media ● Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. - wikipedia.org 4
  • 5. What is Social Media? ● An ongoing conversation that’s happening RIGHT NOW ● A promotional channel for content distribution ● A long-term return on investment ● A steady stream of information for:  Research  Feedback  Building Relationships with customers, clients, contacts 5
  • 6. Current Statistics ● Over 50% of people in the US have at least 1 social media account ● Social media makes up over 17% of all online usage  Overtaken email as #1 activity on the web ● 93% of Americans believe companies should have a social media presence  85% believe those companies should be interacting with customers 6
  • 7. Social Media Facts- Facebook ● 1.5 Billion active users worldwide  819 Million on mobile devices  Mobile users are twice as active as non-mobile users ● 53% female, 46% male ● 300 Million Photo uploads per day ● Thursdays and Fridays, engagement is 18% higher ● Average time spent on Facebook is 20 minutes ● 4.75 Billion pieces of content shared daily ● Largest segment is 25-34 years old 7
  • 8. Social Media Facts- Twitter ● 1 Billion registered users ● 500 million tweets sent daily ● 100 Million active users daily ● 170 minute spent per user on Twitter Monthly ● Peak days to tweet are Tuesday & Wednesday ● Millennials and Teens are most active segment 8
  • 9. Social Media Facts- ● 1 Billion unique visits each month ● Over 6 billion hours of video are watched each month on YouTube  Almost an hour for every person on Earth, and 50% more than last year ● 100 hours of video are uploaded to YouTube every minute ● 70% of YouTube traffic comes from outside the US ● According to Nielsen, YouTube reaches more US adults ages 18-34 than any cable network 9
  • 10. Social Media Facts- ● 70 Million users as of 2013 ● 47% of US online consumers have made a purchase based on recommendation from Pinterest ● Pinterest generates 4x more revenue per click than Twitter and 27% more than Facebook ● Pinterest buyers spend more money on items than any of the other top 5 social media sites ● Conversion rates for Pinterest traffic are 50% higher than conversions from other traffic ● 80% of total pinterest pins are repins 10
  • 11. Social Media Facts– ● Over 350M Users ● Google plus has great SEO benefits  Google plus links are all “dofollow”, meaning they pass valuable link juice  Posts are crawled and indexed immediately  Bots crawl 2,500 words on a + page, vs 275 on Facebook ● Google Plus for business offers more integrated analytics on your business page 11
  • 12. How is Social Media Used? ● Customer Service ● Product/Service Feedback ● Networking and Job Searching ● Lead Generation/Sales ● Promotions ● News ● Internal communication 12
  • 13. Creating a Social Media Plan Steps: 1.Preplanning 2.Listen to the Conversation 3.Create Your Target Profiles 4.Set Specific Goals 5.Join the Conversation 6.Measure ROI 13
  • 14. Step 1 - Preplanning Questions to ask internally: ● Where do our customers get their information ● What influences our customers? ● How does information flow in our industry? ● What promotional channels are we currently using?  Are they working? ● What is my sales funnel? How are leads qualified? Asking questions indicates how social media can be used to complement your business goals. 14
  • 15. Step 2 – Listen to the Conversation ● Secure your brand on social platforms  Usernames are often unique  Use consistent usernames across all platforms ● Set up monitoring channels  Google Alerts  Social Mention  Technorati  Twitter Search/Twitter Lists  Radian6 ● Monitor: individual influencers, competitors, blogs/comments, and industry news sources 15
  • 16. Step 3 – Create Your Target Profile ● Focusing on key target segments lowers marketing costs ● Example:  Target Audience is 25-35  $350 Billion in spending power  Spend 20 hours online weekly  96% of them join social networks ● This information can be gathered through market research, surveys, or previous studies ● What is the perfect prospect? 16
  • 17. Step 3 – Create Your Target Profile ● Find key attributes from monitoring channels ● Chart presence on social media ● Determine Market Segmentation  Demographic  Geographic  Psychographic  Behavioralistic ● Continue gathering customer data at each step of your plan 17
  • 18. Step 4 – Set Specific Social Goals ● Generate Leads ● Increase brand awareness ● Increase traffic/Opt-ins ● Develop relationships with current customers ● Boost SEO/SEM results ● Reduce CRM costs ● Increase Revenue 18
  • 19. Step 5 – Join the Conversation ● 3 Phases of Social Equity  Awareness • Qualify fans and followers as leads  Engagement • Increase long-term communication • Exclusive promotions will help turn advocates into customers  Social Commerce • Determine small data set to introduce products to • Gather product reviews 19
  • 20. Step 5 – Join the Conversation ● Establish an Editorial Calendar  Choose specific days for posting content  Be consistent – you’re a news source  Helps stay on track and organize content  Choosing specific topics each day helps find content ideas ● Share calendar with everyone involved ● Use video to build quality content  Doesn’t have to be professional  Include descriptions and tags for search engine optimization  Post video with content on your blog/website 20
  • 21. Step 5 – Join the Conversation ● Be Transparent and Authentic  Don’t be evasive  Offer your name, title, experience  Admit your interests in the topic  Define your credibility (Use LinkedIn to build your credible profile)  Contribute quality input on topics of interest ● Strive to answer questions about your authenticity ● Don’t focus on selling, focus on engagement ● Earn a reputation, build trust, then sell to qualified leads 21
  • 22. Step 5 – Join the Conversation ● Be the expert in your industry  Write about what you know  Offer insights to those who ask for it  Share links to resources you think add to the conversation ● Use topics you monitor to start conversation  Articles/blog posts  Community Forum Threads  Conversation from social media groups ● When customers trust your content, they’ll trust what you’re selling 22
  • 23. Step 5 – Join the Conversation ● Have rules of engagement  Know what to do with negative responses  Determine who in your organization is involved in responding  Admit to mistakes and thank those who bring it to attention  Respond Kindly ● Share these rules with your team ● Turn brand “detractors” into “advocates”  People remember bad experiences, but will buy again if it’s corrected 23
  • 24. Step 6 – Measure Your ● What is a Return?  Non-financial • Visitors, word of mouth, page views, fans, followers, referrals  Financial • Sales, Transactions, Coupons • ROI ● Not all returns have to be $$ to bring value 24
  • 25. Step 6 – Measure Your Returns ● Qualitative  Are we part of our industry’s conversation?  How do our customers perceive us versus our competitors?  Did we build key relationships?  Are we moving from monologue to dialogue? ● Quantitative  Website Analytics  Social Mentions  SEO Rankings  Linkbacks  Subscribers 25
  • 26. Step 6 – Measure Your Returns ● Establish before/after baseline  What did our online environment look like before social media?  What online channels were we using?  What does it look like now? ● Determine hard numbers here  5.5% conversion rate before  8.5% conversion rate now ● This baseline should track at least 6 months 26
  • 27. Step 6 – Measure Your Returns ● Develop Activity Timeline along same baseline ● Diagram exact dates in which key SM activities occurred  8/11 blog started  8/13 Facebook page started  9/15 FB ad campaign begins  9/17 FB ad ended ● Note Milestones on diagram  500/1000/10,000 fans  100 clicks back to blog link 27
  • 28. Step 6 – Measure Your Returns ● Look at Key Performance Indicators (KPI)  Transactions  New Customers  Sales  Revenue  Average Order Size  E-mail list size ● Use Google Analytics to determine exact numbers ● What are the transaction precursors?  Brand mentions  Loyalty metrics  Store traffic  Free sample offers 28
  • 29. Step 6 – Measure Your Returns ● Overlay all timelines and look for patterns  SM Activities  Web Analytics  Store Metrics  Loyalty Metrics ● Circle areas where increases occur ● How were specific numbers achieved?  Facebook promotion  Product launch  Press release  Coupon offer 29
  • 30. Budgeting for Social Media ● Allocation vs. Addition  Do you raise new funds or borrow from existing budgets? ● How to determine Allocation or Addition  What are your goals?  How much is your existing marketing budget?  Which current tactics work? Which are most expensive?  What internal resources are available? 30
  • 31. for Social Media ● What to budget for:  Time  Design and Branding  Analytics Tools  Social Monitoring  Automation Applications  Social Media Advertising  Outsources/Consulting 31
  • 32. How to Get Started ● Start with platforms you can actively maintain ● What outsourcing is needed?  Design, development, content management, market research ● Plan your content flow  Will you push content through all channels? ● Find tools to automate processes  Tweetdeck (now by Twitter)  Hootsuite  Sprout Social  Mailchimp  Sendible 32
  • 33. Additional Resources ● Blogs  Socialmediaexplorer.com  Socialmediatoday.com  BrianSolis.com  Mashable.com ● Tools  Tweetdeck  Sendible  Hootsuite  Shoutlet  Buffer  Trackur 33