Building A Social Media Strategy - With Paul Colligan

BUILDING ASOCIAL MEDIA STRATEGY

Paul Colligan - @Colligan

Today I’ll Cover Why social matters why social is better

a social media strategy dealing with “The stream” good social media content

putting it all together

if you are looking for a “what to do on x” strategy …

why social matters

why social matters

it’s where they are

you every-where now

about “them”not you

it’s more fun

about them - not you

you everywhere now

FACEbook - 1.23 BILLION MONTHLY USERS

INSTAGRAM - 300 MILLION MONTHLY USERS

YOUTUBE - 1 BILLION MONTHLY USERStwitter - 304 MILLION MONTHLY USERS

its where they are

FACEbook - 1.23 BILLION MONTHLY USERS

INSTAGRAM - 300 MILLION MONTHLY USERS

YOUTUBE - 1 BILLION MONTHLY USERS

twitter - 304 MILLION MONTHLY USERS

snapchat - 100 MILLION daily USERS

linkedin - 400 mILLION MONTHLY USERS

its more fun

big tip - the days of them coming to you are over

why social is better

why social is better (Because it matters)

it’s where they are

you every-where now

about “them”not you

it’s more fun

why social IS BETTER

less tech investment

marketing from

customers

not here …every-where

the numbers

are there

not here … everywhere

hit ALL THE billion

user platforms

pick a platform

and make a splash

stop asking them to

start with you

someone else pays

for the servers

marketing from customers

social stories include brands

people LOVE to

pass along a good deal

you saying i’m cool

beats me saying it

people are looking for

things to talk about

less tech investment

uptime is their

problem

marketing is

cheap(er)

the entry price is

free

their job to make it

compatible

less tech investment - still a people and training

investment(same money / different

place to spend it)

the numbers are there

the numbers

are getting bigger

someone from your audience is

on it

if they’re connected, they’re on Facebook

you all stay or you

all leave together

bonus concept - social search

social matters + Social is better + SOCIAL SEARCH =

you’re going social

NOT A SOCIAL MEDIA

STRATEGY…

not a social media strategy

hope for the best

put some stuff on it

hear about a popular network

wonder what went

wrong

A SOCIAL MEDIA STRATEGY

1 - what are the answers?

2 - what are you GPCs?

questions to answer about every platform: who is their audience?

what is the primary communication form? can you communicate that way?

what kind of controls do you have? What commercial restrictions do they have?

strategy part 2 (the GPC)

goals platforms CONTROL

• What do you want specifically?

• How will you know when you’ve achieved it?

• Willing to pay for it?

• Which platforms make sense for your audience?

• Is someone watching for the next platform?

• What must you control?

• Can you on these platforms?

• What are you going to do about this reality?

GOALS

specific goals met? WORTH IT?

• What do you want specifically?

• How can that be measure or tracked?

• Is there a ceiling to what you’re doing?

• How do you know the goal has been met?

• Who is in charge or tracking?

• What happens after?

• Juice worth the squeeze?

• Can you show a return?

• Should you keep going?

PLATFORMS

which ones? what’s new? using well?

• Survey your existing customers.

• Search for your customers on the platforms that interest you.

• Does it make sense?

• What’s next?

• Investment there make more sense?

• When do you jump?

• What is your competition doing?

• What are the masters doing?

• What is everyone else doing?

CONTROL

what? possible? new world

• What can’t you let go of?

• What can you control?

• How can you respond?

• Is it even possible?

• At what cost is it possible?

• Is anyone else doing it?

• If you can’t control, then what?

• Can you change internally?

• Is it worth the battle and/or fight?

how “the stream” affects content

no delivery guarantee

platform choicehalf life careful

repetition

how to answer “the stream”

cycles increase

oddsmulti-castpublish

oftenpowerful

repetition

if it goes into “the stream,” you are not

guaranteed CONSUMPTION

making good social media

entertain or

empowerpositioningtop of mind relevancy

“I made a good choice”

THE content “RIFF” top of mind positioning

entertain or empower relevancy








BONUS - FROM ONE PLATFORM TO ANOTHER

15 SECOND YOUTUBE

PREVIEW ON INSTAGRAM

twitter about a podcast

facebook about a youtube

video

WHATSAPP TO A

LANDING PAGE

putting it all together

Action items 1 - understand your goals

2- pick your platform 3 - deal with the control issue

4 - produce media for the stream 5 - make good social media

6 - rinse and repeat

Questions? paulcolligan.com/youtube

paulcolligan.com/facebook paulcolligan.com/instagram

paulcolligan.com/twitter

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