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Sandra Fernandez
@SandraSays #ComcastSocial
WHERE TO FIND ME: SandraSays.com Twitter.com/SandraSays [email protected]
Social Media Success
Goals
• KPIs & Measurement
Content Strategy
• Messaging & Schedules
Consistency
• Rout ines & Processes
v b
@SandraSays #ComcastSocial
You are your Brand!
People buy your serv ices and products based
ent i re ly on their be l ief in your brand promise.
What is Branding?
A logo i s no t your b rand – a logo i s jus t
a v i sua l representa t ion o f your b rand.
Your b rand i s a p romise to your cus tomers .
Your b rand i s the percept ion o f you in your cus tomers ’ m inds .
A b rand re f lec t s reputa t ion .
Brands d i f fe rent ia te bus inesses and organ i za t ions by c reat ing
awareness on who they are , what they s tand fo r, what they do
best , and what they cont r ibu te to the wor ld a round them.
v b
@SandraSays #ComcastSocial
Social Media Branding Process
1. Def ine your brand.
2. Pos i t ion your brand.
3. Create your brand ident i ty.
4. Be consistent.
5. Review and measurement.
v b
@SandraSays #ComcastSocial
1. Define your brand .
In one o r two sentences – how wou ld you
descr ibe your bus iness? Your s ta tement shou ld inc lude how you
are d i f fe rent (and bet te r ) than your compet i to rs .
v b
@SandraSays #ComcastSocial
Social Media Branding Process
2. Position yourself .
Which are your areas of expert ise? Ident i fy up
to three areas where you excel .
These wi l l be used to create your messaging strategy. These wi l l determine the topics in your posts. These wi l l be used to choose hashtags.
v b
@SandraSays #ComcastSocial
Social Media Branding Process
3. Create your brand identity.
Choose a pr imary and secondary username for your soc ia l networks.
Choose how your bus iness name wi l l be l i s ted in every soc ia l network.
Write out the b io you wi l l use in a l l soc ia l networks . This should be in l ine with your brand. (Keep i t short; up to 160 characters.)
Choose a prof i le image to use in most soc ia l networks. Choose a cover image to use in most soc ia l networks.
v b
@SandraSays #ComcastSocial
Social Media Branding Process
4. Be consistent .
Create schedules for:
Content creat ion.
Publ ish ing.
Socia l L istening.
v b
@SandraSays #ComcastSocial
Social Media Branding Process
4. Be consistent .
Create a rout ine/schedule for Content Creation
to ident i fy when ( in your schedule) you wi l l s i t down to
create messages for soc ia l media.
EXAMPLE: I wi l l create messages for my soc ia l networks f rom 8am to 9am on Mondays, Wednesdays, and Fr idays.
v b
@SandraSays #ComcastSocial
Social Media Branding Process
4. Be consistent .
Create an ed i to r ia l ca lendar fo r soc ia l med ia
Publ ishing to ident i fy the top i cs you w i l l cover and
the days/ t imes when you w i l l pub l i sh content to your se lec ted
soc ia l ne tworks .
EXAMPLE: I w i l l pub l i sh content as fo l l ows: Fa cebook - One mes s age e ve r y day a t 11 am Tw i t t e r - Two mes s age s e ve r y day ; one a t 9 am , and one a t 5 pm I n s t ag ram - One mes s age e ve r y o t he r day a t 6 pm
v b
@SandraSays #ComcastSocial
Social Media Branding Process
4. Be consistent .
Create a rout ine/schedule for Social Listening ,
to ident i fy when ( in your schedule) you wi l l s i t down to
l i s ten, respond and part ic ipate in soc ia l media
conversat ions.
EXAMPLE: I “ l i s ten” on my soc ia l ne tworks f rom 7:45am to 8 am every bus iness day fo r cus tomer serv i ce messages .
v b
@SandraSays #ComcastSocial
Social Media Branding Process
5. Review and measure .
Rout ine ly rev iew effect iveness of messaging
& make improvements.
Measure your soc ia l media act iv i t ies against goals.
v b
@SandraSays #ComcastSocial
Social Media Branding Process
Social Media Tips
Choose your soc ia l channels based on goals .
Promote your soc ia l channels through other onl ine
channels .
• Promote v ia your off l ine channels.
Reward – post updates about spec ia l offers, d iscounts
and t ime-sensi t ive deals .
v b
@SandraSays #ComcastSocial
Social Media Tips
Be consistent. Write and publ ish unique
content regular ly.
Schedule posts but monitor regular ly.
• Watch Your Pos t F requency and T iming .
• Pub l i sh on the weekend.
• You CAN repost in fo rmat ion .
v b
@SandraSays #ComcastSocial
Social Media Tips
Add personal i ty.
• Soc ia l Med ia i s a conversa t ion between ac tua l
humans .
• Share photos and beh ind the scenes in fo about your
bus iness .
• Show o f f your s ta f f, your awards , your p rocesses .
• Th is i s an oppor tun i ty to have your cus tomers get to
know you .
• Be authent i c . Be honest .
v b
@SandraSays #ComcastSocial
Social Media Tips
Write your posts off l ine. Proof and edit ,
then post .
• Wri te s imp ly and p la in ly.
• Be re levant . Your page/wa l l shou ld have content re levant
to your p roduct /serv i ces/exper t i se .
• Enforce your b rand ident i ty.
• Use images and v ideos that re f l ec t your b rand .
• Create a hashtag AFTER check ing i t . Use o thers ’ hashtags
i f re levant .
v b
@SandraSays #ComcastSocial
Social Media Tips
Part ic ipate and engage.
• Respond to ques t ions , c la r i fy, add more in fo .
• Add va lue fo r your aud ience .
• Curate – share content c rea ted by o thers .
• Respond to ques t ions , c la r i fy, and add more in fo rmat ion .
• Reshare f rom your communi ty, espec ia l l y compl iments .
• Always v i s i t the l i nk and read the a r t i c l e be fo re reshar ing
content .
• Send thank you pos ts .
v b
@SandraSays #ComcastSocial
Customer Service Tips
Create a pol icy. Inc lude escalat ion steps.
Use mult ip le channels. Create dedicated customer
serv ice channels.
Monitor and l is ten regular ly.
Respond quick ly.
React with caut ion. Do not leave sens i t ive informat ion
on soc ia l channels. Do not delete negat ive comments.
v b
@SandraSays #ComcastSocial
Social Media Tools Free
TweetDeck (Twitter only ) –
https://tweetdeck.twitter.com
Freemium
Buffer - - http://bufferapp.com
Hootsuite -- http://hootsui te.com
Paid
Sprout Soc ia l – http://sproutsoc ia l .com
v b
Things to measure
Metr ics
Fans, l ikes, fo l lowers Impress ions & Reach Engagement
Ampl i f icat ion (Reshares, Retweets) Act ions (c l ick thrus) Conversat ion (responses)
Share of conversat ion (ment ions compared to tota l conversat ion)
v b
@SandraSays #ComcastSocial
Things to measure
What to do with the results
Diagnose: Adjust communicat ions, get better
Pr ior i t ize: Bui ld into p lanning, make dec is ions
v b
@SandraSays #ComcastSocial
Create SMART Goals
Use the SMART acronym to help set up
KPIs (key performance indicators); these are
what you measure to see i f you achieved what you
intended to achieve.
v b
@SandraSays #ComcastSocial
Create SMART Goals
Speci f ic
Measurable
A tta inable
Results-Or iented
T ime-bound
v b
@SandraSays #ComcastSocial
Analytics & Reports
Free Google Analyt ics –
http://www.google.com/analyt ics/ Twitter Analyt ics Dashboard Facebook Analyt ics
Freemium Hootsuite -- https://hootsui te.com/ Rowfeeder -- https://rowfeeder.com/ Hashtracking -- https://www.hashtracking.com/ Sumal l - - https://sumal l .com/
v b
Sandra Fernandez
@SandraSays #ComcastSocial
WHERE TO FIND ME: SandraSays.com Twitter.com/SandraSays Facebook.com/groups/learnwithsandrasays [email protected]