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Building a Social Media Strategy
Everything you need to know!
@DawnBinns @insightpei
or. . .
What we can cover in 40 min.
Old
New
Shift in Marketing
Step 1 - Assess Your Environment
• What message is currently out there?
• What is the current perception?
• How do people view the issue?
• Who is engaged now, what are their messages?
• Allies, supporters, opponents, etc. ?
What is the conversation right now?
Different people within your
organization may be able to
contribute different ideas...
...Because each has a different
view of the situation.
Goals:•Big picture, longer term•Usually part of a larger integrated strategy
Objectives:•Social media specific•Measurable•Attainable•Realistic•Timelines
Step 2: Determine what you want
• Increase awareness of your issue• Monitor industry activity• Generate support for a public policy• Increase participation in a program• Increase knowledge of a health message
• Increase website traffic by 5% per month
• Increase blog subscribers by 15% in 6 months
• Create 5 You Tube videos with 100 views in 3 months
• Create a Facebook page with 100 fans in 6 months
Step 3: Identify your target audience
Understand your audience
• Are they online?
• Where are they?
• What are they doing online?
• What interests them?
• How can you provide compelling content and
information they want?
Step 4: Messaging & Content
• Find ways to tell stories and connect with your audience
• Real time events
• Always incorporate your brand personality
• Provide useful content
• Incorporate key messages
• Refer to your objectives to determine the path you take
• Show, don’t tell
• Services
Testimonials
Spotlights
Solutions
Questions
Quotes
Fun stuff
• Interesting articles
• Videos (yours and others)
• Reposts (or retweets)
• Blog posts
• Personal comments
• General company
information
• Photos
Mix it Up!
Step 5: Develop Strategies & Tactics
Develop the roadmap for how you’ll reach your objectives.
Strategies • Drive to the website – Upgrade current site • Drive to blog – Develop a blogging strategy • YouTube videos – Hire a creative team • Drive to Facebook – Promotions
Step 5: Develop Strategies & Tactics
Tactics
-Sam to upgrade site with new graphics, content and employee profiles. To be complete by April 1st.
-1 blog every Tuesday to be uploaded to the site by Joe.
-Each week at the staff meeting we’ll brainstorm content.
-All press releases are provided to Jane to link to Facebook.
Step 6: Risk Management Plan
• Establish boundaries
• Ensure users understand who they are representing
• Define what is considered online respect
• Be clear on the steps required for responding to feedback – both positive and negative
• Outline topics to steer clear of
• Play the ‘what if’ game
Step 7: Measurement
• YouTube views
• Twitter mentions
• Retweets
• Replies
• Facebook fans
• Coupons distributed
• Website visits
• Word of mouth
Don’t be discouraged and don’t give up too quick. Remain consistent.
Step 6: Measurement
• Increase brand awareness - you could try setting up Google Alerts
• Monitor website traffic - Google Analytics
• See how many people are listening to you - set up “bit” links
• Generate buzz - set up a promotion
What is the ROI of Social Media?http://www.youtube.com/watch?v=qNL8vAnZ-BY
“It's saying (Social Media) is a communication tool that you can't use ROI in a sales situation to justify.”
Helpful Hints & Friendly Warnings
• Match the message to the platform
• Make it a part of everyone’s job
• Always monitor
• Remember, you only have your words
• Use pre-programming tools with caution
Step 5: Create a Schedule
– Develop content ahead of time
– Break into bit-size bites
– Schedule time
– Don't be a slave to engagement
– Recycle
Tips to being efficient online:
Day Focus AM PMMonday Listening
and engaging
Replies, retweets
Replies, retweets
Tuesday New blog, travel tips
Announce on Twitter and FB
Review and respond to comments
Wednesday Provide useful info
Send out link to useful blog or article
Answer a question, solve a problem
Thursday New You Tube Video
Announce on Twitter and FB
Review and respond to comments
Friday Sharing Fun photo Ask a question
Saturday Offline Offline Offline
Sunday Offline Offline Offline
Tool Daily Weekly MonthlyFacebook Respond to
commentsPost status update
Research competitorsJoin industry pagesComment on posts
Post new photos
Twitter Respond to replies, retweets and dm’s
Follow 20 new people, post 1 new link
Take time to connect personally with 3 new people
Blog Respond to blog commentsSearch for other blogs
Post new blog Create 4 new blogs for next month
You Tube Add new video if applicable
Research new video ideas
Create new video for next month
LinkedIn Check invitations and messages
Join 1 new group Ask one new group question, answer 1 new group question
