Social Media Strategy Framework with Case Studies
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The document presents a workshop on social media strategies for small businesses, conducted by Petra Neiger and Jeanette Gibson at Cañada College. It covers the importance of social media in enhancing customer experiences, offers frameworks for listening, attracting, engaging, and converting customers, and shares case studies and exercises for practical application. Key takeaways include goal setting, audience respect, storytelling, and the need for adaptability in social media strategies.
Social Media Strategy Framework with Case Studies
- 1. + How Social Media Strategies Can Help Small Business Prepared for Cañada College E-Center Presented by Petra Neiger & Jeanette Gibson April 28, 2016 Social Media Workshop PUBLIC ONLINE VERSION
- 2. + Agenda Welcome and Session Expectations Part I: Social Business Overview Social Framework Listen + Exercise Attract + Exercise Engage + Case Studies Convert + Case Studies Part II: Group Exercises Solve A Challenge + Group Discussion Build A Plan + Group Discussion Wrap up and Close
- 3. + What is Social Business ? Social media is viewed as a strategic tool for collaboration Employees are encouraged to use social media to connect with customers, partners and each other Social media is supported company-wide with governance, education and infrastructure
- 4. The State Of Customer Experience, Management, 2014 Companies view customer experience as one of their top priorities Use customer experiences as a competitive differentiator 92% © 2014 Forrester Research, Inc. Reproduction Prohibited 60%
- 5. + Buyer Behavior Has Changed 75% 70% 92% Of B2B buyers use social media to research a process - IDC Of the buyer’s journey is complete prior to engaging a vendor - Forrester Of consumers trust WOM and recommendations from friends and family above all other forms of advertising - Nielsen
- 6. + The Competition for Buyers’ Attention Is Fierce Human attention span in 2013 - The AP, MSFT Interactions with your content before customers believe it -SMT webinar Exposure to your content before customers act on it 8sec 3-5X 7X
- 7. + The Dynamic Customer Decision Journey Customer Decision Journey Evaluate Consider Bond with a Brand Advocate Experience Buy Become Aware of a Brand Offering Source: Harvard Business Review
- 8. “Traditional marketing talks at people, content marketing talks with them.” Doug Kessler Creative Director, Velocity Partners
- 9. + Social Media Governance You are Responsible Abide by the Rules Be Mindful Be Respectful Be Yourself Be Honest Add Value Your Personal Social Media Compass Has Not Changed
- 10. + Social Framework Part I: Review Methodology Part II: Individual Exercises
- 12. + Listen DISCOVER MONITOR LEVERAGE Conversations People Events Owned channels Social web Offline Bring insights back Use insights for content & engagement TOOLS TO LISTEN FREE: Google Search, Twitter, Hootsuite, Buffer, SocialMention, Hashtagify.me, TweetReach, LinkedIn, Instagram PAID: SproutSocial, Spredfast, Hootsuite, Buffer, Radian6, Brandwatch, Sprinklr, etc
- 14. + Social Media Dashboard: Hootsuite
- 15. + Listening Exercise EXERCISE Find your business name Find your top competitor Find a popular hash tag for your business Find an influencer Find a relevant conversation TIPS Google your business name Find relevant keywords on Hashtagify.me Run SocialMention query on your business or industry Use TweetReach to create a report on your Twitter account Source: Hashtagify.me
- 16. + QUESTIONS?
- 17. + Attract BUILD PROMOTE SHARE Content calendar Content library (curated & created) Influencer, customer & prospect list Integrate with other programs Encourage referrals Consider social advertising Share others’ content Make yours sharable Use insights for offers TOOLS TO ATTRACT FREE: content editorial calendar on Google, HubSpot editorial calendar FREE curation: Feedly, DrumUp, Klout, RightRelevance PAID curation: Curata, Kapost, Percolate PAID advertising: Google AdSense, Facebook, Twitter, LinkedIn, SiteScout, FBNinja, etc
- 18. +Content Calendar Example Source: Convince and Convert
- 19. +Social Advertising Example Source: fb.com/redpantzcompany
- 20. + Attracting An Audience Exercise EXERCISE Create a Facebook ad to increase page likes TIPS Select your target audience: location, age range, gender, interests Set ad date range Set budget Check settings for CPM/Likes Write 3 different ad copies
- 21. + QUESTIONS?
- 22. + Engage PLAN PARTICIPATE ACTIVATE Response & crisis plan Integrated digital & offline experiences Customer journey across the funnel Moderate & engage in conversations Add value Tell customer-centric stories Use visuals often Activate your network Develop advocacy Reward advocates TOOLS TO ENGAGE FREE: crisis response plan on Google FREE/PAID social media management platforms: Hootsuite, Buffer, TweetDeck, etc FREE/PAID visual tools: Canva, Magisto, Freeimages.com, Venngage, Recite, etc
- 23. + Video: “Social is Sweet” http://ow.ly/4nlEiQ
- 24. + • Let community tell their story with visuals • #WellTraveled Photo Contests 480K Instagram Followers • 60% Increase in positive brand sentiment
- 25. +
- 26. + Hootsuite Valentine’s Day Campaign Objective: Spread the #HootLove - to increase awareness of the @HootCommunity and @Hootsuite profiles through a transactional “user focused” activity that helps us make a personal connection with our audience.
- 27. + This Works for B2Bs Too
- 28. + QUESTIONS?
- 29. + Convert TAG ASK MEASURE & REFINE Content & sites for tracking Integration between campaign tools Have a clear call to action Convert unkown visitors into known prospects Benchmark & track progress Adjust based on results TOOLS TO CONVERT FREE/PAID: Google URL builder, Google Analytics FREE/PAID email campaign tools: Constant Contact, MailChimp, etc
- 30. + Measurement Framework Leads Direct, Indirect and Search Amplification Shares, Retweets, Likes Engagement Blog post views, video views Audience Followers, Subscribers, Fans Source: @andrewspoeth #HootTech
- 31. + Palms Hotel Business Challenge: Increase engagement with existing customers and drive new customers to their property Social Campaign: Twitter Sweepstakes campaign to reach consumers tweeting about “Vegas Trip” and responding to questions about Palm’s deals Results: Exceeded room rate reservation goal by 47% Exceeded revenue goal by 67% Added 2,500 new Twitter followers in 30 days!
- 32. + Hootsuite 78% Increase in mobile app downloads Business Challenge: Increase downloads of mobile app Solution: Share social content with clear C2A & leverage employees to extend reach
- 33. + From Video Awareness to Revenue Ad Impressions (Awareness) Video Views (Consideration) Demos (Response) Result (Purchase) 210 qualified leads $80M+ influenced sales Source: Cisco Router Robot Arm Challenge: Control your router remotely
- 34. + Key Takeaways: 7 Steps to Success Set goals What do you want to accomplish? Measure success based on objectives Lead with listening Uncover your experts, influencers and customers, and get them involved Respect the platform Tailor your content to your audience and channels Become a storyteller Share your passion via #hash tags and photos. Make content easy to find and share Make social part of the customer journey Add social to your events, website, email, business card, etc Be flexible and adjust as you go Be willing to experiment and learn from your audience Be patient Give, give, give before you take
- 35. + QUESTIONS?