Download pptx - Easy as Pie Social Media Strategy

Easy as Pie Social Media StrategyAll you do is fill in the blanks!

Kelli Cleary | clearygroupconsulting.com

Goals

1. Establish YOUR COMPANY as the thought leader in YOUR INDUSTRY

2. Increase awareness of YOUR COMPANY within YOUR INDUSTRY’s leaders

3. Create contacts and start conversations with YOUR AUDIENCE


Message

Message 2

Message 3

Message 1

When drafting posts or curating content for our social channels, remember that our social media messaging should do at least one of the following:


AudienceWho

• Be as specific as possible• Write descriptions of your target audience to narrow your scope to the

right audience

Where• LinkedIn: LI is the best social media channel choice for getting in front

of the C-suite and comparable other prospects• Twitter: Twitter spans a large variety of audiences, across ages and

industries. Users tweet to make business connections, to complain, to spout political rhetoric and to socialize. Unless your audience is pretty old or pretty specialized, you will probably find them on Twitter.

• Facebook: The audience on Facebook is changing, but it’s still a staple for the majority of consumers. Be sure that your audience is within that majority before spending much time on Facebook

• Instagram and Vine: These audiences are younger and cooler, so you’ll want to be sure the content you’re sharing on your channel is, too.

• Pinterest: This is largely young, female audience. I personally believe it’s populated entirely by housewives, but I could be wrong on that one…


Message StrategyFrequency

• Decide how often you’ll post to each channel

• For Twitter, you’ll want to post many times a day. For LinkedIn, maybe only a few times a week. Whatever you decide, be consistent!

Content types

• Original Content (decide how often you will commit to posting original content)– Inform followers of each new piece of content (white papers,

ebooks/slideshares, webinars, blog posts)– Share member, client and conference speaker quotes– Post invitations to join newsletter– Start conversations (tweet directly to someone on a topic of mutual

interest to start a conversation with them)– Re-share older pieces of content

• Curated Content (decide how often you will commit to posting curated content)– Share articles, infographics or quotes as appropriate– These should focus on your messaging areas


Message Strategy, cont.Post Schedule for Original Content

• White papers, ebooks, slideshares– Twitter

• Tweet 3 x weekly first week of publication• Tweet 2 x weekly second, third and fourth weeks after publication• Tweet sporadically after that (add to tweet rotation, tweeting historically more popular content more

often)– LinkedIn

• Post 1 x weekly first week of publication• Post every other week after that for 6 weeks

• Webinars– Twitter

• Tweet 3 x week before live event• Tweet 3 x week of live event• Tweet 2 x week after event• Tweet 1 x weekly second, third and fourth weeks after event• Tweet sporadically after that (add to tweet rotation, tweeting historically more popular content more

often)– LinkedIn

• Post 2 x week before live event• Post 1 x week of live event• Post 1 x week after event


Message Strategy, cont.Post Schedule for Original Content

• Blog posts– Twitter

• Tweet 3 x weekly first week of publication• Tweet sporadically after that (add to tweet rotation, tweeting historically more popular content more

often)– LinkedIn

• Post 1 x weekly first week of publication• Quotes

– Twitter & LinkedIn• Post 1 time only

• Newsletter invitations– Twitter

• Tweet sporadically– LinkedIn

• Don’t post• Conversation starters

– Twitter• Tweet sporadically and as appropriate• Find potentially beneficial conversations by searching hashtags and keywords to see who is discussing

our topic areas• Start conversations with those who have made news in our topic areas

– LinkedIn• Don’t post

Measurement

LinkedIn• Posts: Track daily how often you are posting original vs curated content• Impressions: Track daily views on content• Clicks, Interactions and Engagement: Track weekly

Twitter• Tweets: Track weekly the number of tweets, counting original and curated separately• Retweets: Track weekly the number of retweets of both original and curated content

(track each separately)• Follows, Follower Influence: Track monthly follower growth and verify quarterly that

the followers are in the right industries• Conversations and Mentions: Track weekly the number of interactions with others

These are samples for LinkedIn and Twitter, but you’ll want to draft your own for each channel you use


Next Steps

1. Draft a editorial calendar of upcoming content

1. Plan a post schedule for each social channel based on that calendar

2. Decide who will daily monitor news feeds for articles and blog posts in your messaging areas

1. Set up Google alerts for keywords pertinent to your messaging areas

3. Decide who will craft and execute posts

4. Set up Hootsuite

1. Decide on posting cadence

2. Start keeping track of metrics and reporting on them monthly
