Navigating the Socialmediasphere

Audience, platforms, & Management

Let’s start with some statistics

Strategy, Strategy, Strategy

1.Define your target audience and their needs2.Clarify your goals3.Determine which platforms you will use4.Identify your metrics and system to track

analytics5.Identify major keywords for SEO6.Set your content strategy7.Wash, rinse, and repeat.

Define Target Audience

1. Most businesses know who their target audiences are. However, the more you define, the more accurately you can target.

2. Who is your “ideal” customer?

Target Audience cont.

Buyer Persona Insights

Clarify your Goals for Social Media

1.Goal Examples:1.Consumer Credibility2.Brand Recognition3.Convert to Sales4.Customer Service

Goals for Social Media cont.

Social Media Goals

Marketing Goals

Business Goals

Which platforms?

Which platforms?

71% of all online adult users have a Facebook Page

Must have:

Platforms cont. Should have:

Platforms cont. In Addition:

Platforms cont. No matter what:

Consistency is

Identify and Track MetricsOnly track metrics that measure one of your stated goals. Examples include:• Consumption metrics: How many people viewed, downloaded,

or listened to this piece of content?• Sharing metrics: How resonant is this piece of content, and

how often is it shared with others?• Lead-gen metrics: How often does content consumption result

in a lead?• Sales metrics: Did we actually make any money from this

content?

If the metric isn’t tied to your business goals, it’s probably a vanity metric. It doesn’t matter how many people like your Facebook page if they don’t actually buy from you in the end.

A Word About SEO1. Know your keywords2. In 2014, out of all of the searches on Google,

how was the #1 term used by search engine users.

Answer the question: How does my product solve my consumer’s challenges? Use your search terms to answer how you do it in the form of a question. Examples: • How to select a vendor in your industry

(painter, software designer, engagement ring, etc)

• How your industry is changing (and what your company is doing to address that change)

• How much does it cost to ______ (and how your company is priced competitively)

Content is King!A content calendar• Increases efficiency and helps you allocate

resources wisely.• Keeps your brand message consistent.• Allows you to track metrics and know what

content is performing well, and which performs poorly to inform ongoing strategy. Helps you remember to promote important events or dates for your company or industry.

• Helps you remain consistent across all of your social media channels.

Content Calendar

Content cont.What to post? • A mix of inspiration,

information and aspiration.

Content cont.• Self-promotion is

fine, but in the right mixture. People are on social media channels to interact.

Wash.Rinse.Repeat.

Tips and Tactics

• Plan first, execute second. • Use protocols to avoid mistakes. Ever tweet something

snarky from your brand’s Twitter handle? I have. I have two different Twitter clients on my phone for exactly that reason. One is tied to my personal Twitter handle (@annecraft06) and one is tied to my GTRI account.

• A social media policy for your company is a good idea, especially when there are multiple people posting. This should include a protocol for how to handle complaints or aggressive behavior.

Tips and Tactics cont.Use dashboards when possible to post and track effectiveness. Hootsuite

Tips and Tactics cont.Hootsuite

Tips and Tactics cont.Facebook Scheduler Facebook Insights

Tips and Tactics cont.Sprout Social

Tips and Tactics cont.Sprout Social

Tips and Tactics cont.Canva

Tips and Tactics cont.Canva

Tips and Tactics cont.Apps

Facebook Pages Tweetcaster Uber Social

Need Help?

Email: anne@annecraft.comLinkedIn.com/annecraft06Facebook: Anne Barton CraftTwitter: annecraft06Snapchat: annecraft06Instagram: annecraft06Pinterest: Anne Barton Craft

annecraft.com517-899-9966