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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
Internal Research
Existing “3Ps”
Existing accounts
Internal stakeholders’ needs, wants, concerns
Environmental scan: SWOT
human resources
budget
time
knowledgePhoto credit
4
External Research
Account availability
Competitors & contemporaries
Trends, tools, tactics
Audiences (who, where)
Conversations & memes
5
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
Persona Parts
Name* & photo†
Demographic summary
Personality & interests
Technological scenarios
Tomoko
10
The Relationship between Goals & Objectives
Goal
a description of what you are trying to accomplish
14
The Relationship between Goals & Objectives
Objectives: are “SMART”
Specific
Measurable
Actionable
Realistic
Time-based
16
Actionable: actions can be attributed to digital efforts
Evaluate goals with specific objectives
Awareness
Search engine result rankings
First-time visitors
Visits
Social followers
...
19
Evaluate goals with specific objectives
Consideraton
Time on site
Bounce rate
Visitors
Social sharing
Sign-ups
Downloads
...
20
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
...
22
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
Choosing Tools
PURPOSE
+ AUDIENCE
+ MESSAGE/MEDIUM
= SOLUTION
What����������� ������������������ do����������� ������������������ you����������� ������������������ need?
What����������� ������������������ do����������� ������������������ they����������� ������������������ need?
What����������� ������������������ works����������� ������������������ (or����������� ������������������ doesn’t)?
30
Where social media can help
File Support
Engagement
Doing Business
Broadcasting
Your����������� ������������������ &����������� ������������������ Audience����������� ������������������ needs
What����������� ������������������ types����������� ������������������ of����������� ������������������ tools����������� ������������������ can����������� ������������������ help?
31
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
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
41
Evaluate the strategy qualitatively
Anecdotes
Manual examples to measure success
42
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
43
Anecdotes tell the story of your objective measurement.
Evaluate the strategy qualitatively
Correlative Measurement
Comparing two data sets to identify patterns
44
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
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
48
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
...
51
The “big guns”
SAAS tools like:
Radian6
Heartbeat (Sysomos)
Hootsuite
Media Miser
56
Remember: all tools measure,
they don’t evaluate
Final questions
Contact me:@nikkivandusenca.linkedin.com/nikkivandusenfacebook.com/nikcommincnikcomm.ca