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Social media marketing strategy
Workbook and template checklists
Dan Bosomworth and Dave Chaffey
Published: August 2011
Plan > Reach > Act > Convert > Engage
Set business goals
Practical advice
for core platforms
Social m
edia optim
isationE
-comm
unications strategy
Content and
engagement strategy
Social listening and
reputation monitoring
Create strategy
© Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.
Social media marketing seven steps
!
Social media marketing strategy
Workbook and template checklists
04 Introduction - Setting the scope of social media marketing
6 Step 1 Set business goals for your social media marketing
11 Step 2 Create your social media strategy
16 Step 3 Social listening and online reputation management
18 Step 4 Define content and engagement strategy
19 Step 5 Define social media communications strategy
20 Step 6 Define approaches for the core social media plat-forms
22 Step 7 Social media optimisation (SMO)
Set business goals
Practical advice
for core platforms
Social m
edia optim
isationE
-comm
unications strategy
Content and
engagement strategy
Social listening and
reputation monitoring
Create strategy
© Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.
Social media marketing seven steps
!3
About this workbookSocial media marketing is so new that most are still trying to work out the best approach for their company. This workbook and the checklists will help you create a strategy and review the practical actions to make best use of social media marketing.
Why use this workbook? þ Create a strategy to prioritise your social media marketing activities to support business
aims þ Define measures and KPIs to help manage your digital marketing þ Review the best tools to analyse and manage your social media marketing
Topics covered on this checklist?This workbook covers these topics:
þ Using social media marketing to impact across business activities - there’s more to it than Facebook!
þ Setting goals for social media marketing þ The best tools to use for social media marketing
How and when to use this checklist? þ When developing a new social media strategy þ Reviewing existing social media activity to take your “social media to the next level” using
Social media optimisation
Related advice from Smart Insights: þ 7 Step Guide to Social Media Marketing Strategy (Ebook and online training course) - this
document acts a summary for these documents which give more detailed advice þ Video screencast to finding influencers þ Video screencast on tracking social media through Google Analytics
Tell-us-what you think!Dave Chaffey and team have developed these checklists based on working with many types of companies and in training. But improvements are always possible, so please email: [email protected] with your ideas on improving this guide or new guides to help your work. Thanks!
Set business goals
Practical advice
for core platforms
Social m
edia optim
isationE
-comm
unications strategy
Content and
engagement strategy
Social listening and
reputation monitoring
Create strategy
© Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.
Social media marketing seven steps
!4
Introduction Setting the scope of social media marketingSocial media marketing is still quite new, so it means different things to different people in your company and amongst your suppliers. So we suggest you start by scoping what’s in-volved for company.
We think the CIPR Social media panel scopes out social media well1:
Social media is the term commonly given to Internet and mobile-based channels and tools that allow users to interact with each other and share opinions and content. As the name im-plies, social media involves the building of communities or networks and encouraging partici-pation and engagement.
Their definition shows that the most important feature of these social media channels is that we encourage our prospects and customers to interact and create user generated content (UGC). Social media can be used as another broadcast-only channel, but that’s a mistake!
What are the main social platforms?In practice, social media are amongst the most popular sites on the Internet2 along with search engines. To help you set a scope for social media marketing, we’ve identified these key types of platforms or marketing activities in our Social Media Marketing Radar:
We created our Radar so it can be used to discuss with colleagues or agencies which sites warrant or deserve most attention in the different categories. Sites which are agreed to be more important which warrant more resource should be positioned towards the centre. You
1 http://www.cipr.co.uk/content/popular-resources/best-practice-guides/best-practice-guides2 http://www.google.com/adplanner/static/top1000/
Set business goals
Practical advice
for core platforms
Social m
edia optim
isationE
-comm
unications strategy
Content and
engagement strategy
Social listening and
reputation monitoring
Create strategy
© Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.
Social media marketing seven steps
!5
can see we have included social commerce* and niche communities* in other categories. It’s important to start with the business goals when creating a strategy, but it’s still useful to start by rating your capability in these areas against their importance out of ten:
Capability Importance Type of social networking1. Social networks – the core social platforms in most countries where people interact through social networks are Facebook for consumer audiences, Linked In for business audiences, Google Plus and Twitter for both.2. Social publishing and news – nearly all newspapers and magazines, whether broad or niche, now have an online presence with the option to participate through comments on articles, blogs or communities. 3. Social commenting in blogs – a company blog can form the hub of your social media strategy and you can look at tapping into others blogs whether company or personal or through blog outreach.4. Social niche communities - these are communities and forums independent of the main networks, although these do support sub-groups. You can create your own community this way.5. Social customer service - sites like GetSatisfaction as well as companies own customer support forums are in-creasingly important for responding to customer complaints.6. Social knowledge – these are informational social net-works Yahoo! Answers and similar plus Wikipedia where you can engage an audience by solving their problems and subtly showing how your products have helped others7. Social bookmarking– these are the bookmarking sites like Delicious (www.delicious.com) which are relatively unimportant in the UK except if you are engaging technical audiences.8. Social streaming - Rich and streaming media social sites - photos, video and podcasting.9. Social search - Search engines are becoming more social with the ability to tag, comment on results and most recently, vote for them through Google +1.10. Social commerce - We’ve left this one until last, be-cause it’s mainly relevant for the retail sector. It involves reviews and ratings on products and sharing of coupons about details.
We haven’t identified mobile platforms or apps separately since all of these options will be available through Smartphones. However, proximity services like Foursquare and Gowalla *are worth specialist networks that should be considered and we’ve shown them in the social network section.
Set business goals
Practical advice
for core platforms
Social m
edia optim
isationE
-comm
unications strategy
Content and
engagement strategy
Social listening and
reputation monitoring
Create strategy
© Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.
Social media marketing seven steps
!6
1
Step 1 Set business goals for your social media marketing
Set goals for social mediar Q. We have defined goals for social media?
Define visionr Q. Vision set for how social media and social CRM can contribute to the organisation?
Strategic goals for social media definedr Q. Strategic goals set for social media marketing and CRM?
Set goals for different activitiesr Q. Goals for different marketing activities defined?
Set sell goalsr Q. Goals set for online and offline sales?
Write down how your social media channels will influence sales and purchase intent by gen-erating leads and sales which are activated both online and offline.
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Set speak goalsr Q. Goals set for communications?
Write down your goals including these 5 key areas:
þ 1. Encouraging ongoing engagement (this should come before company messages so that the “sell-inform-entertain” balance is right.
þ 2. Communicating brand perception and key brand messages þ 3. Communicate updates about new products and offers þ 4. Encouraging dialogue to find out more about products. þ 5. Reputation monitoring and management
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Set business goals
Practical advice
for core platforms
Social m
edia optim
isationE
-comm
unications strategy
Content and
engagement strategy
Social listening and
reputation monitoring
Create strategy
© Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.
Social media marketing seven steps
!7
1
______________________________________________________________________
Set serve goalsr Q. Goals set for customer service?
Write down how social media will be used to deliver customer service goals
þ To provide information to resolve customer service issues þ To identify discussed customer issues and resolve them þ To encourage web self-service including collaborative self-service
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Set save goalsr Q. Goals set for cost-savings?
Cost-savings are a less relevant part of the 5Ss since managing social media has incremen-tal costs for which budget will need to be found from elsewhere. But it’s as well that this issue of budget reallocation is reconsidered here.
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Set Sizzle goalsr Q. Goals set for brand building?
These are closely related to the speak goals, they explain how to add-value to customers through social media.
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Set business goals
Practical advice
for core platforms
Social m
edia optim
isationE
-comm
unications strategy
Content and
engagement strategy
Social listening and
reputation monitoring
Create strategy
© Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.
Social media marketing seven steps
!8
1
______________________________________________________________________
Define tactical goalsr Q. Have we defined tactical goals?
The next template is designed to help you prioritise your goals. It can be used for small or larger businesses.
Table for prioritising your social media marketing goals
Goal 5S category Rank or score
1 Improve leads through increased reach Sell
2 Improve sales through increased reach Sell
3 Improve sales through conversion increase Sell
4 Improve sales through customer communications Sell
5 Engage customers in dialogue Speak
6 Communicate product and offer information Speak
7 Gain customer feedback from dialogue Speak
8 Encourage customer advocacy Speak
9 Collaborate with influencers and partners (E-PR) Speak
10 Encourage multichannel actions Speak
11 Encourage web self-service Service
12 Identify and resolve problems Serve
13 Reduce costs Save
14 Change brand perception Sizzle
15 Add value to customer through improved brand experience Sizzle
16 Manage reputation Sizzle
Next up, we have a template which will give you a more in-depth review of your capabilities. It’s more suitable for larger organisations. It’s designed for benchmarking social media capa-
Set business goals
Practical advice
for core platforms
Social m
edia optim
isationE
-comm
unications strategy
Content and
engagement strategy
Social listening and
reputation monitoring
Create strategy
© Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.
Social media marketing seven steps
!9
1
bilities across the 5S and for management of social media (in the first column).
Cap
abili
ty le
vel
Man
agem
ent
Sel
lS
peak
Ser
veS
izzl
e
1 E
xper
imen
tatio
nG
oals
: No
spec
ific
goal
s M
easu
rem
ent:
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ited
Res
ourc
e: N
one
spec
ific
Buy
-in: L
imite
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ses
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ting
offe
rs
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ent h
ub o
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itoria
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r
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essa
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othe
r cha
nnel
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ork
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rtisi
ng
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ited
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ice
supp
ort
- bro
adca
st a
ppro
ach
to
mes
sagi
ng
Rep
licat
es e
xist
ing
br
and
Lim
ited
repu
tatio
n m
onito
r
2 In
itial
m
anag
emen
t
Goa
ls: V
olum
e on
ly
Mea
sure
men
t: To
ol-s
peci
fic
Res
ourc
e: D
efine
d
resp
onsi
bilit
y B
uy-in
: Rec
ogni
tion
Ince
ntiv
es to
enc
oura
ge
enga
gem
ent
Spe
cific
cha
nnel
offe
rs
Bas
ic c
onte
nt h
ub a
nd
edito
rial c
alen
dar
Dev
elop
ing
dial
ogue
Soc
ial s
harin
g
enco
urag
ed
Test
adv
ertis
ing
Ad-
hoc
- spe
cific
re
ques
ts a
nsw
ered
Rep
utat
ion
man
agem
ent
tool
s re
view
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Com
mun
icat
ing
soci
al
chan
nel v
alue
3 In
tegr
ated
Goa
ls: O
ptim
isat
ion
goal
s M
easu
rem
ent:
Das
hboa
rds
Res
ourc
e: D
efine
d ro
les
Buy
-in: S
pons
orsh
ip
Cro
ss-c
hann
el
inte
grat
ion
of o
ffers
Soc
ial-s
ellin
g (if
rele
vant
) E
.G...
......
......
......
......
....
Face
book
com
mer
ce
Defi
ned
cont
ent h
ub a
nd
cont
ent s
trate
gy
Influ
ence
r out
reac
h
Inte
grat
ion
of c
omm
unity
Soc
ial r
ecom
men
datio
ns
(tran
sact
iona
l)
Con
tinuo
us a
dver
tisin
g
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cific
sup
port
reso
urce
. Sur
veys
of
per
form
ance
Soc
ial g
over
nanc
e po
licy
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ce
Dev
elop
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form
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br
and
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e
4 O
ptim
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Goa
ls: O
ptim
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goal
s M
easu
rem
ent:
Com
man
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ntre
? R
esou
rce:
Res
ourc
e fo
r op
timis
atio
n B
uy-in
: Com
mitt
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op
timis
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Offl
ine
chan
nel
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isat
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ial m
erch
andi
sing
Soc
ial l
oyal
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rogr
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(if re
leva
nt)
Soc
ial m
edia
op
timis
atio
n
Con
tent
offe
r and
fre
quen
cy o
ptim
isat
ion
Adv
ertis
ing
op
timis
atio
n
Pro
activ
e ou
treac
h to
cu
stom
ers
need
ing
su
ppor
t
Con
tinuo
us re
sear
ch o
f ne
eds
and
wan
t
Rep
utat
ion
proa
ctiv
e -
outre
ach
Cre
atin
g ne
w b
rand
ex
perie
nce
5 In
tegr
ated
and
op
timis
ed
Goa
ls: I
mpa
ctin
g bu
sine
ss
goal
s M
easu
rem
ent:
Inte
grat
ed
Res
ourc
e: D
ynam
ic
Buy
-in: C
ore
capa
bilit
y
New
pla
tform
s ev
alua
ted
and
impl
emen
ted
rapi
dly.
E
xam
ple:
mob
ile
AB
and
m
ultiv
aria
te te
stin
g
Ato
mis
atio
n an
d
Syn
dica
tion
Cro
wsd
sour
ced
new
pr
oduc
t ide
as o
btai
ned
Agi
le re
spon
se to
new
ch
anne
ls
Soci
al m
edia
cap
abili
ty re
view
tem
plat
e
Set business goals
Practical advice
for core platforms
Social m
edia optim
isationE
-comm
unications strategy
Content and
engagement strategy
Social listening and
reputation monitoring
Create strategy
© Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.
Social media marketing seven steps
!10
1
Cap
abili
ty le
vel
Man
agem
ent
Sel
lS
peak
Ser
veS
ave
Siz
zle
1 E
xper
imen
tatio
n
2 In
itial
m
anag
emen
t
3 In
tegr
ated
4 O
ptim
isin
g
5 In
tegr
ated
an
d op
timis
ed
Soci
al m
edia
cap
abili
ty re
view
tem
plat
e
Set business goals
Practical advice
for core platforms
Social m
edia optim
isationE
-comm
unications strategy
Content and
engagement strategy
Social listening and
reputation monitoring
Create strategy
© Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.
Social media marketing seven steps
!11
2
Step 2 Create your social media strategy
Getting the balance right – control, engagement or sales r Q. Scope of social media strategy defined?
Define core activities to be managedr Q. Key social media marketing activities defined?
Get the right KPIs to measure effectiveness in placer Q. KPIs defined
For setting KPIs and objectives, we think the Altimeter framework is hard to beat at helping define the important types of objectives:
Source: Jeremiah Owyang, Altimeter Group4 (with permission: Creative Commons)
You can see that there are 3 levels of KPIs:
r Q. Business-level KPIs to measure contribution from social media?
r Q. Reach and influence KPIs to review reach, share-of-voice and sentiment?
r Q. Engagement KPIs to manage social media?
The next templates show how you can link the objectives you set under the headings of the 5S with strategies to achieve these.
There are two example strategy templates and then two blank templates for you to print and complete.
4 http://www.web-strategist.com/blog/2010/12/13/framework-the-social-media-roi-pyramid/
Set business goals
Practical advice
for core platforms
Social m
edia optim
isationE
-comm
unications strategy
Content and
engagement strategy
Social listening and
reputation monitoring
Create strategy
© Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.
Social media marketing seven steps
!12
2
Bus
ines
s G
oals
Spe
cific
obj
ectiv
es:
SM
AR
T K
PIs
Stra
tegy
: In
itiat
ives
nee
ded
Tact
ics:
D
o w
hat?
Tool
s to
hel
p:
Sof
twar
e &
ser
vice
s?
1 Im
prov
e le
ads
thro
ugh
incr
ease
d re
ach
(Sel
l)
n, %
, qua
lity
of le
ads
by
soci
al c
hann
elLe
ad/e
ngag
emen
t stra
tegy
Soc
ial m
edia
opt
imis
atio
n (S
MO
)
Soc
ial n
etw
ork
adve
rtisi
ng
Dev
elop
lead
gen
erat
ion
co
nten
t and
offe
rs
Face
book
info
pag
e le
ad c
ampa
igns
Net
wor
k ad
verti
sing
pl
atfo
rms
Soc
ial s
harin
g to
ols
2 Im
prov
e sa
les
thro
ugh
incr
ease
d re
ach
(Sel
l)
n, %
of l
eads
by
so
cial
cha
nnel
Soc
ial s
ales
stra
tegy
Soc
ial m
edia
opt
imis
atio
n (S
MO
)
Soc
ial n
etw
ork
adve
rtisi
ng
Diff
eren
tial c
hann
el o
ffers
Enc
oura
ge a
mpl
ifica
tion
of c
onte
nt
thro
ugh
shar
ing
Face
book
, Tw
itter
, Lin
kedI
n A
ds
Net
wor
k ad
verti
sing
pl
atfo
rms
Soc
ial s
harin
g to
ols
3 Im
prov
e sa
les
thro
ugh
conv
ersi
on
incr
ease
(Sel
l)
Con
vers
ion
rate
to le
ad
and
sale
by
soc
ial c
hann
el
Soc
ial m
edia
opt
imis
atio
n (S
MO
)
Soc
ial c
omm
erce
(tr
ansa
ctio
nal s
ites)
Inte
grat
e te
stim
onia
ls
Impl
emen
t rev
iew
s an
d ra
tings
(if
app
licab
le)
Soc
ial c
omm
erce
pla
tform
s
Rev
iew
s an
d
ratin
gs to
ols
4 Im
prov
e sa
les
thro
ugh
cust
omer
co
mm
unic
atio
ns
(Sel
l)
n, %
of l
eads
by
so
cial
cha
nnel
Eco
mm
unic
atio
ns s
trate
gy
Cus
tom
er p
refe
renc
e re
sear
ch
Cre
ate/
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ove
cont
ent h
ub
Edi
toria
l cal
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r
Con
tent
hub
pla
tform
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omm
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atio
ns
plat
form
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5 E
ngag
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stom
ers
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ak)
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ualit
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tera
ctio
ns o
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rese
nce
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tom
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refe
renc
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sear
ch
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ial m
edia
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imis
atio
n (S
MO
)
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mun
icat
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oura
ging
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e
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ss-c
hann
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ocia
l eng
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ent
Ene
wsl
ette
r rec
ruitm
ent t
o so
cial
Soc
ial s
harin
g w
idge
ts
6 C
omm
unic
ate
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oduc
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r in
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n (S
peak
)
n pr
oduc
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erts
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reat
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e co
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toria
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r
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tform
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omm
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form
s7
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n cu
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er
feed
back
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di
alog
ue (S
peak
)
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inte
ract
ions
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cha
nnel
C
reat
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edba
ck p
rogr
amm
e an
d pa
nel
Reg
ular
sur
veys
abo
ut c
omm
unic
atio
ns
and
prod
ucts
and
ser
vice
sS
ee
http
://bi
t.ly/
smar
tfeed
back
8 E
ncou
rage
cu
stom
er a
dvoc
acy
Am
plifi
catio
n an
d
netw
ork
grow
th
RTs
, Sha
res
Dev
elop
link
s to
oth
er c
usto
mer
lo
yalty
pro
gram
mes
Cus
tom
er a
dvoc
acy
offe
rsLo
yalty
man
agem
ent t
ools
Soci
al m
edia
str
ateg
y m
anag
emen
t tem
plat
e (p
age
1)
Set business goals
Practical advice
for core platforms
Social m
edia optim
isationE
-comm
unications strategy
Content and
engagement strategy
Social listening and
reputation monitoring
Create strategy
© Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.
Social media marketing seven steps
!13
2
Bus
ines
s G
oals
Spe
cific
obj
ectiv
es:
SM
AR
T K
PIs
Stra
tegy
: In
itiat
ives
nee
ded
Tact
ics:
D
o w
hat?
Tool
s to
hel
p:
Sof
twar
e &
ser
vice
s
9 C
olla
bora
te w
ith
influ
ence
rs a
nd p
art-
ners
(E-P
R)
n, q
ualit
y of
in
fluen
cers
reac
hed
Sha
re o
f voi
ce
Sen
timen
t pol
arity
Influ
ence
r ide
ntifi
catio
n
E-P
R in
itiat
ives
Seg
men
t and
targ
et in
fluen
cers
Res
ourc
e an
d pr
oces
s fo
r out
reac
h
prog
ram
me
Influ
ence
r ide
ntifi
catio
n
See
ht
tp://
bit.l
y/sm
artli
sten
ing
10 E
ncou
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artli
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Soci
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str
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anag
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t tem
plat
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age
2)
Set business goals
Practical advice
for core platforms
Social m
edia optim
isationE
-comm
unications strategy
Content and
engagement strategy
Social listening and
reputation monitoring
Create strategy
© Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.
Social media marketing seven steps
!14
2
Bus
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plat
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1)
Set business goals
Practical advice
for core platforms
Social m
edia optim
isationE
-comm
unications strategy
Content and
engagement strategy
Social listening and
reputation monitoring
Create strategy
© Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.
Social media marketing seven steps
!15
2
Bus
ines
s G
oals
Spe
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Man
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re
puta
tion
Soci
al m
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str
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y m
anag
emen
t tem
plat
e (p
age
2)
Set business goals
Practical advice
for core platforms
Social m
edia optim
isationE
-comm
unications strategy
Content and
engagement strategy
Social listening and
reputation monitoring
Create strategy
© Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.
Social media marketing seven steps
!16
3
Step 3 Social listening and online reputation managementr Q. Are we monitoring and responding to conversations about our brand?
In this step we cover how to put in place the people, process and tools needed for effective listening. They are introduced in this table, so you can see how you score now before we go through the details.
Social listening activity We don’t do this
Score 0
We plan to do this
Score 1
We are do-ing this?
Score 2Q1. The need for structured, resourced social listening is agreed?Q2. We have someone responsible for social listening?Q3. Defined keyword groups for market, brand and products exist? Q4. Effective social listening tools are in place?Q5. Reporting and KPIs are in place for con-versation volume, share and sentiment?Q6. We have a social governance policy defin-ing how to evaluate and respond to negative and positive mentions?Q7. Customer concerns are identified through social listening tools and responded to accord-ingly? Q8. Potential influencers and partners are identified through listening tools and acted-on?
If you mostly score 2s, with some 1s, you have a good approach in place already. If not, there is room for improvement in how you use people, process and tools to listen and re-spond to online conversations. Read on to discover how to define these.
Social media keyword analysisr Q. Which keywords should I listen out for?
r Q. Which type of KPIs should I use?
Appropriate listening and reputation management tools selectedr Q. We have reviewed and selected the best reputation management tool for our needs?
ConsiderationsAsk yourself:
r Who is the owner of the listening process?
r What is the process for reviewing and responding
r Use the support teams where possible to help speed up initial configurations
r Be clear on what you are monitoring & why?
Set business goals
Practical advice
for core platforms
Social m
edia optim
isationE
-comm
unications strategy
Content and
engagement strategy
Social listening and
reputation monitoring
Create strategy
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Social media marketing seven steps
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4
Define approach for responding to brand mentionsr Q. Approach for responding to brand messages defined?
Define or refine social media governance policyr Q. Social media governance policies defined?
Define relevant influencersr Q.Have you defined the top influencers in your market?
Deliver customer service through social channelsr Q. Approach for delivering customer service reviewed?
Use customer concerns and feedback to inform marketing r Q. Feedback loop to use customer insight to inform future marketing?
Set business goals
Practical advice
for core platforms
Social m
edia optim
isationE
-comm
unications strategy
Content and
engagement strategy
Social listening and
reputation monitoring
Create strategy
© Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.
Social media marketing seven steps
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5
Step 4 Define content and engagement strategyr Q. Do we have a content strategy to engage our audiences?
You may well know the analogy of social media as bonfire? A good level of conversation in a community won’t happen organically in most cases. The conversation needs to be led and content is the what feeds the fire. In Step 5 we will review what’s needed to communicate the content you feature. But in this step we focus on the content marketing needed to engage your audience.
An approach to manage the creation of content for engagement needs a content marketing strategy. These are the questions to ask about your content marketing strategy.
Content media strategy We don’t do this
Score 0
We plan to do this
Score 1
We are do-ing this?
Score 2Q1. We know the goals we want to achieve through our content?Q2. Business case for creating content estab-lished?Q3. KPIs and tracking for reviewing content effectiveness in place?Q4. Requirements of content for main audi-ence types (personas) defined?Q5. Categories of content needed to engage audience defined?
As before, if you mostly score 2s, with some 1s, you have a good approach in place already. If not, there is room for improvement in how you use people, process and tools to listen and respond to online conversations. Read on to discover how to define these.
Set business goals
Practical advice
for core platforms
Social m
edia optim
isationE
-comm
unications strategy
Content and
engagement strategy
Social listening and
reputation monitoring
Create strategy
© Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.
Social media marketing seven steps
!
6
19
Step 5 Define social media communications strategyr Q. Social media communications strategy defined
Once your content marketing needs or rather those of your audience are sorted, then you can turn to how these are communicated.
Social media communication strategy We don’t do this
Score 0
We plan to do this
Score 1
We are do-ing this?
Score 2Q1. E-communications strategy defined includ-ing...Q2. Content value: types and formats defined?Q3. Regular content update frequency defined (including syndication of content to offsite)?Q4. Editorial calendar used to manage content formally including integration between media?Q5. Content hub platform to manage publica-tion and syndication of content selected?Q6. Defined internal resource to create and manage content and discussions in place?Q7. Options for external sourcing of content reviewed?Q8. Content syndication to other platforms managed?Q9. Outreach to other sites managed?Q10. Communication through advertising, PR and email marketing of social media/communi-ty proposition of content proposition to existing customers and prospects?
Set business goals
Practical advice
for core platforms
Social m
edia optim
isationE
-comm
unications strategy
Content and
engagement strategy
Social listening and
reputation monitoring
Create strategy
© Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.
Social media marketing seven steps
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7
Step 6 Define approaches for the core social media platforms
IntroductionIn this step you should review the relevance of each of the main social platforms and define a communications and engagement strategy for how you can best use them.
The secret to success for making effective use of each social media platform is to work out which common approaches you can use and which approaches need to be unique for the platform.
Each social media platform can serve a different purpose for the individual, business or or-ganisation. You will find that they attract different users and offer different features to engage them. The tone of voice used and interactions are quite different too, so a “one-size fits all” communication strategy for each platform is definitely not the way forward. But you can and should use common tools to communicate through each of these platforms.
You will also find, that they naturally differ in their importance to your business, so the first question to answer is which are the priorities now?
Select the social media platforms to prioritise onr Q. Social media platforms to prioritise on defined?
Follow-up questions, to help answer this question are:
Which social platforms are delivering the most now r Q. Analytics used to deliver reach, value and engagement delivered by different platforms?
Social platforms audience profiled?r Q. Profile audience to review intersection with your target audience?
Customer-preferences for content and interactions on each channel?r Q. Customer research on social platforms and content preferences reviewed?
Define a method for managing content across social media plat-formsr Q. Method for managing content across platforms defined?
Facebook strategyr Q. Approach to get better results from Facebook marketing defined?
Twitter strategyr Q. Approach to get better results from Twitter marketing defined?
LinkedIn strategyr Q. Approach to get better results from LinkedIn marketing defined?
Google Plus strategyr Q. Approach to get better results from LinkedIn marketing defined?
Set business goals
Practical advice
for core platforms
Social m
edia optim
isationE
-comm
unications strategy
Content and
engagement strategy
Social listening and
reputation monitoring
Create strategy
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Social media marketing seven steps
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6
21
Own community strategyr Q. Relevance and approach to get better results from your own community platform re-viewed?
Set business goals
Practical advice
for core platforms
Social m
edia optim
isationE
-comm
unications strategy
Content and
engagement strategy
Social listening and
reputation monitoring
Create strategy
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Social media marketing seven steps
!22
7
Step 7 Social media optimisation (SMO)r Q. Our Social Media Optimisation (SMO) approach is effective?
Once you have your content marketing up and running or when you’re creating a plan for content marketing, we think it’s worth thinking carefully about SMO.
r Q. Social media communications strategy defined
Once your content marketing needs or rather those of your audience are sorted, then you can turn to how these are optimised. The questions to consider about your SMO are based on the 4 areas of our RACE framework.
Social media communication strategy We don’t do this
Score 0
We plan to do this
Score 1
We are do-ing this?
Score 2Reach more:
r Q. Increase amplification of message through content quality
r Q. Improve use of outreach to influencers
r Q. Optimise use of advertising to promote networks
Act more:
r Q. Encourage more prospects to become members of community on social network
r Q. Improve ease of sharing on site through integration of content
r Q. Improve use of buttons for sharing
r Q. Increase number of comments and other interactions on content
Convert more: r Q. Signposts and promotions linking social
media usage to sales
r Q. Use of promotions, advertising and retargeting to encourage sales
r Q. Sales offer optimisation
r Q. Use of cross-channel promotions to encourage sale (e.g. coupons)
Set business goals
Practical advice
for core platforms
Social m
edia optim
isationE
-comm
unications strategy
Content and
engagement strategy
Social listening and
reputation monitoring
Create strategy
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Social media marketing seven steps
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7
Social media communication strategy We don’t do this
Score 0
We plan to do this
Score 1
We are do-ing this?
Score 2Engage more:
r Q. Encourage customer use of social media using email integration or offline media?
r Q. Improve integration of social media channels and offline channels
r Q. Improve use of social media for custom-er care and customer feedback