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Social Media Strategies Research, Analyse, Communicate, Evaluate Nikki Van Dusen M.A. President, NikComm Inc. MacEwan Arts Outreach

Social Media Strategies

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Social Media Strategies

Research, Analyse, Communicate, Evaluate

Nikki Van Dusen M.A. President, NikComm Inc.

MacEwan Arts Outreach

A Typical Communication Plan

Research & Analysis

Organizational overview

Problem or issue statement

Target audience analysis

Communicate

Goals, objectives

Strategy

Tools, Tactics

Budget

Evaluate

2

Research & Analysis

Internal OverviewExternal OverviewIssueAudience

External Research

Account availability

Competitors & contemporaries

Trends, tools, tactics

Audiences (who, where)

Conversations & memes

5

Identify the issue

What do we need?

What’s wrong with things now?

6

Defining our Audience

Who do we want to reach?

Where are they?

What are they like?

What do they want?

7

Personas

A character construct based on research and aggregate data about a target audience

Alexander

8

Building Personas

Demographics

Psychographics

TechnographicsIsaiah

9

Building Personas

Persona Parts

Name* & photo†

Demographic summary

Personality & interests

Technological scenarios

Tomoko

10

Genna Andersen

Communicate

GoalsObjectivesStrategiesTools & TacticsBudget

Goals & Objectives

Setting and Evaluating

The Relationship between Goals & Objectives

Goal

a description of what you are trying to accomplish

14

The Relationship between Goals & Objectives

Objectives

Tell you when you have reached your goal

15

The Relationship between Goals & Objectives

Objectives: are “SMART”

Specific

Measurable

Actionable

Realistic

Time-based

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Actionable: actions can be attributed to digital efforts

Basic format for objectives

17

$#%

in / by byspecific thingor time

S + A M TR

“Actionable” objectives evaluate goals around …

Awareness

Consideration

Conversion

Loyalty

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Evaluate goals with specific objectives

Awareness

Search engine result rankings

First-time visitors

Visits

Social followers

...

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Evaluate goals with specific objectives

Consideraton

Time on site

Bounce rate

Visitors

Social sharing

Sign-ups

Downloads

...

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Evaluate goals with specific objectives

Conversion

Online sales

Subscriptions

Downloads

Completion of campaign directives

Entries

...

21

Evaluate goals with specific objectives

Loyalty

Community policing/defence

Engagement

Mentions

Tone

Virality

...

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Strategies, Tools & Tactics

The ROI of Social Media

The Relationship between Strategies & Tactics

Strategies for digital describe

overall process

rationale for social tool/tactic decisions

content generation and production

24

Process Strategies

Proactive

Content marketing & Community Management

Social Marketing

Reactive

News-jacking & opportunity-surfing

Issues & crisis management

25

Different Process Strategies for Different Goals

Goal Type StrategiesStrategies

AwarenessConsideration Content

Marketing-

Community Management

Marketing Campaign

Conversion

Content Marketing

- Community

Management

Marketing Campaign

Loyalty

Content Marketing

- Community

Management Issues Management

26

Rationalizing Tools & Tactics

What social channels and why

Also why not

What content and when

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Your Content Strategy Do more with less; do the most with more!

Choosing tools and developing content

Because you can’t just show up and throw up

Choosing Tools

PURPOSE

+ AUDIENCE

+ MESSAGE/MEDIUM

= SOLUTION

What����������� ������������������  do����������� ������������������  you����������� ������������������  need?

What����������� ������������������  do����������� ������������������  they����������� ������������������  need?

What����������� ������������������  works����������� ������������������  (or����������� ������������������  doesn’t)?

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Where social media can help

File Support

Engagement

Doing Business

Broadcasting

Your����������� ������������������  &����������� ������������������  Audience����������� ������������������  needs

What����������� ������������������  types����������� ������������������  of����������� ������������������  tools����������� ������������������  can����������� ������������������  help?

31

Social media types More than you think!

Content Calendars The Critical Path for Web 2.0

Web Content Calendars

Also called content inventories or content audits

5Ws of your website

34

Social content calendars

What gets posted when and where

Should include production schedule

Could include evergreen topic draw-pile

Should be mapped to the real world and your internal key dates

35

Budget

Budget

Social media is not free

Time

Expertise

Equipment

Tools

“freemium” tools

promotion

37

Evaluate

More than measurement

Measure goals with your objectives

That’s what an objective is for—telling you when you’ve reached your goal

39

Evaluating Strategies: How effective are they?

Evaluate a strategy by the objectives it relates to

Use anecdotes and correlation

Evaluate the value of the network

40

Evaluate the strategy by its objectives

Goal Type StrategiesStrategies

AwarenessConsideration Content

Marketing -

Community Management

Marketing Campaign

Conversion

Content Marketing

- Community

Management

Marketing Campaign

Loyalty

Content Marketing

- Community

Management Issues Management

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Evaluate the strategy qualitatively

Anecdotes

Manual examples to measure success

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Let’s just start with what we have. What did this do to you? Tell me.

And remember, this is for posterity, so be honest.

Evaluate the strategy qualitatively

Anecdotes

Manual examples to measure success

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Anecdotes tell the story of your objective measurement.

Evaluate the strategy qualitatively

Correlative Measurement

Comparing two data sets to identify patterns

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Evaluate the strategy qualitatively

Correlative Measurement

Comparing two data sets to identify patterns

45

Use your objectives to support your correlations

Evaluating the value of the network

Touchpoints

Time

Trust

Sentiment

Income

46

See Jaap Favier’s article on Calculating the ROI of Social Media

Measuring Tools and Tactics

What are you measuring?

Data lets you evaluate performance of:

Tool

Post

Part of a post

BE REALISTIC

figure out what data you need and only look at those pieces

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DO ALL THE THINGS!

How to measure tactics

Links and tags

Integrated measurement

Multi-variate testing

Conversion tools

49

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Tracking Links & Tags

Using a piece of code to identify the source of a visit, conversion, or sale

bit.ly

ow.ly

UTM tags

native tools

50

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Integrated Measurement

Built-in or added into the platform you wish to measure

Twitter Analytics

Facebook Insights

Pinterest Analytics

Google Analytics

...

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Multivariate Testing

Comparing performance of multiple tactics across different populations

52

Conversion tools

E.g.:

e-commerce storefront

forms

buttons

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When will you measure?

Beginning, middle, and end Early and often*

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When will you measure?It depends … the more volatile,the more frequently

The “big guns”

SAAS tools like:

Radian6

Heartbeat (Sysomos)

Hootsuite

Media Miser

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Remember: all tools measure,

they don’t evaluate