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Social Media StrategyFramework and Tools
ROCEL ANN G. JUNIOCommunications Consultant and Digital Strategist for Social Good
SOURCE: IDEA.org, Freepik.com
It’s the difference between doing communications
stuff, and doing the right communications stuff.”
SHAYNA ENGLINPR and corporate communications professor
Social Media and Comms
“Being strategic means communicating the best message, through the right channels, measured against well-considered
organizational and communications-specific goals.
Purpose 1 2
34
5
Presence
Packaging
Participation
Progress
Social Media Framework
1 • Audience
• Communications Plan
• Social Media Objectives & Goals
Purpose | WHY you do what you do
SOURCE: TheWire.com
Purpose | Audience
GENERATION Z(After 2000)
SOURCE: Unplug.com
Purpose | Audience
SOURCE: Forrester Research’s Social Technographics
Purpose | Audience
SOURCE: Forrester Research’s Social Technographics
Purpose | Audience
SOURCE: Forrester Research’s Social Technographics
Purpose | Audience
SOURCE: Forrester Research’s Social Technographics
Purpose | Audience
SOURCE: Forrester Research’s Social Technographics
Purpose | Audience
SOURCE: ConsumerBarometer.com by Google
Purpose | Audience
SOURCE: ConsumerBarometer.com by Google
Purpose | Audience
SOURCE: ReviewTrackers.com
Purpose | Audience
“How likely are you to recommend us?”
Purpose | Communications Plan
The Bigger Picture
SOURCE: HowDesign.com
SOURCE: OrangeShoe.com
Purpose | #SocMedGoals
SOURCE: OrangeShoe.com, SproutSocial.com
Purpose | #SocMedGoals
Branding
• Followers
• Content
• Outreach
Purpose | #SocMedGoals
Customer Service
SOURCE: OrangeShoe.com, SproutSocial.com
• Response rate
• Engagement
• Support tickets
• Web traffic
• ROI
• Interactions
Purpose | #SocMedGoals
Lead Generation
SOURCE: OrangeShoe.com, SproutSocial.com
• Personnel
• Resources
• Platforms
2
Presence | When, Where, How
Presence | Personnel
SOURCE: Rignite.com
Presence | Personnel
SOURCE: Rignite.com
Presence | Personnel
SOURCE: Contently.com
Investing in Social Media
• Professional fees
• Equipment
• Production
• Trainings
• Outsourcing
Presence | Resources
SOURCE: We Are Social’s Digital in 2016
Presence | Platforms
SOURCE: SmartPaperHelp.com
Presence | Platforms
SOURCE: SmartPaperHelp.com
Presence | Platforms
• Digital Touchpoints
• Content Strategy and Planning
3
Packaging | When, Where, How
Packaging | Digital Touchpoints
SOURCE: Intersection Consulting
Packaging | Digital Touchpoints
SOURCE: Hubspot.net
SOURCE: CrownPeak.com
Packaging | Digital Touchpoints
SOURCE: ThinkWithGoogle.com
Packaging | Digital Touchpoints
SOURCE: ThinkWithGoogle.com
Micro-Moments
Packaging | Digital Touchpoints
SOURCE: ThinkWithGoogle.com
Packaging | Content Strategy
Storytelling = Content x Context
SOURCE: FrenchKissFilm.Marriott.com, TwoBellMen.Marriott.com, Traveler.Marriott.com/New-Orleans
Packaging | Content Strategy
SOURCE: WayToGo.CebuPacificAir.com
Packaging | Content Strategy
SOURCE: PlayPH.com
Packaging | Content Strategy
Tips: Get everyone on board
• Short-term goals
• Medium-term goals
• Long-term goals
• Staple and Seasonal
• Content mix
• Platform mix
Packaging | Content Strategy
SOURCE: KimberlyJimenez.com
Tips: Work on a single content calendar
Packaging | Content Strategy
SOURCE: KimberlyJimenez.com
Tips: Work on a single content calendar
Packaging | Content Strategy
SOURCE: CopyBlogger.com
Packaging | Content Strategy
Tips: Plan your content and platform mix
SOURCE: MarketingProfs.com
Packaging | Content Strategy
Tips: Pick your tools
SOURCE: MarketingProfs.com
Packaging | Content Strategy
Tips: Pick your tools
SOURCE: MarketingProfs.com
Packaging | Content Strategy
Tips: Pick your tools
SOURCE: MarketingProfs.com
Packaging | Content Strategy
Tips: Pick your tools
SOURCE: MarketingProfs.com
Packaging | Content Strategy
Tips: Pick your tools
Tips: Keep it short and smart
SOURCE: MeetSoci.com
Packaging | Content Strategy
Tips: Keep it short and smart
Packaging | Content Strategy
SOURCE: MeetSoci.com
Tips: Stay relevant
Packaging | Content Strategy
SOURCE: CreamGlobal.com
Tips: Stay relevant
Packaging | Content Strategy
SOURCE: CreamGlobal.com
• Social Listening
• Rules of Engagement
4
Participation | When, How
Participation | Social Listening
SOURCE: Buffer.com
Participation | Social Listening
Context x Content
SOURCE: HotelExecutive.com
Participation | Social Listening
Context x Content
SOURCE: BusinessInsider.com
Participation | Social Listening
Context x Content
SOURCE: BusinessInsider.com
Participation | Social Listening
Context x Content
Social CRM
SOURCE: Sprout Social Index 2015
Participation | Engagement
Participation | Engagement
Social CRM
SOURCE: StylusInc.cm
Participation | Engagement
SOURCE: Zig Philippines
Participation | Engagement
SOURCE: @PLDT_Cares
Participation | Engagement
SOURCE: @SMARTCares
Participation | Engagement
Participation | Engagement
Participation | Engagement
• Monitoring & Measuring
• Reviewing Your Goals
5
Progress | What, WHY
Progress | Monitoring & Measuring
BrandingCustomer ServiceLead Generation
Branding: Followers
SOURCE: SproutSocial
Progress | Monitoring & Measuring
Branding: Followers
SOURCE: SproutSocial
Progress | Monitoring & Measuring
Branding: Content
SOURCE: SproutSocial
Progress | Monitoring & Measuring
Branding: Reach
SOURCE: SimplyMeasured
Progress | Monitoring & Measuring
Branding: Reach
SOURCE: SimplyMeasured
Progress | Monitoring & Measuring
Customer Service: Engagement
SOURCE: AdGCreative.net, GIF via Fast Company
Progress | Monitoring & Measuring
Customer Service: Engagement
SOURCE: Buzzsumo
5points
8points
3points
Progress | Monitoring & Measuring
Customer Service: Engagement
SOURCE: SproutSocial
Progress | Monitoring & Measuring
Lead Generation: Web traffic
SOURCE: SocialMediaExaminer.com
Progress | Monitoring & Measuring
Progress | Reviewing Your Goals
Social Media Framework
Purpose 1 2
34
5
Presence
Packaging
Participation
Progress
Progress | Reviewing Your Goals
The Bigger Picture
SOURCE: HowDesign.com
