Easy as Pie Social Media Strategy

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    15-Aug-2015

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<ol><li> 1. Easy as Pie Social Media Strategy All you do is fill in the blanks! Kelli Cleary | clearygroupconsulting.com </li><li> 2. Goals 1. Establish YOUR COMPANY as the thought leader in YOUR INDUSTRY 2. Increase awareness of YOUR COMPANY within YOUR INDUSTRYs leaders 3. Create contacts and start conversations with YOUR AUDIENCE Kelli Cleary | clearygroupconsulting.com </li><li> 3. 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: Kelli Cleary | clearygroupconsulting.com </li><li> 4. Audience Who 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 its 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 youll want to be sure the content youre sharing on your channel is, too. Pinterest: This is largely young, female audience. I personally believe its populated entirely by housewives, but I could be wrong on that one Kelli Cleary | clearygroupconsulting.com </li><li> 5. Message Strategy Frequency Decide how often youll post to each channel For Twitter, youll 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 Kelli Cleary | clearygroupconsulting.com </li><li> 6. 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 Kelli Cleary | clearygroupconsulting.com </li><li> 7. 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 &amp; LinkedIn Post 1 time only Newsletter invitations Twitter Tweet sporadically LinkedIn Dont 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 Dont post </li><li> 8. 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 youll want to draft your own for each channel you use Kelli Cleary | clearygroupconsulting.com </li><li> 9. 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 Kelli Cleary | clearygroupconsulting.com </li></ol>