Creating a Social Site Strategy

Brought to you by Carole Smith, SynNeowww.synneo.ie

Strategy – A Definition A plan of action designed to achieve a long-

term or overall aim. A method or plan chosen to bring about a

desired future, such as achievement of a goal or solution to a problem.

Grow Your Database?

What Do You Want to Achieve?

Community/Societal

Cause?

Who/Where is Your Target Audience? Facebook:  Older audience where images and videos work

well. Ideal if you’re a B2C business Twitter:  Integrated into the customer service offering from

many brands including utilities, phones, and banks.  Google+: Still finding it’s way but starting to build up a

keen following Pinterest: Primarily female . Great if your business is visual

e.g. Jewellery, travel, clothes. Instagram: Younger, audience 18-30, very visual platform Vine: 6-second video that you can share on Facebook and

Twitter. LinkedIn: Very powerful professional networking tool and

ideal if a B2B business

What Works? Do the researchFind out which tactics are being used by your

competitors e.g.How often are they posting on...

Twitter Facebook Instagram LinkedIn

The posts/tweets that gets the most engagement

Aim to Emulate the Best!

Determine Your Content And target it to your audience

Create a Content Calendar

How Will You Communicate?

Existing Clients

New Clients

Email Facebook Ads

Phone Google Ads

In-store Website

Social Sites Newspaper

Events Social Sites

Set Some Goals• Be specific e.g. more fans on social sites • Create goals around available

resource/skills/budget • Determine a date to achieve your goal• Evaluate progress and review tactics if they’re

not working

Without goals in place, you have no way of measuring performance

Growing Your Facebook AudienceTell people you’re on Facebook!

Put a Facebook icon/link on your website Add a link to your email signature Have all flyers/newspaper ads/newsletters

clearly show a link to your Facebook page Introduce a Facebook customer loyalty programme

Encourage check-ins / reviews / testimonials Create an advocacy programme with staff

The Power of Referral

Quick Tips for Growing Fans Facebook

Emoticons increase comments by 33% A post including a question increases comments

by 100% A post with a photo gets 39% more interaction

Twitter Post engaging images as they’ll pop out more in a

busy Twitter feed Post tips/news from your industry/relevant quotes

Different Tactics – Different Results

Drive sales

Drive traffic to a website

Brand Sharing Tactics

Alaska Airlines are using their napkins to get people sharing about their brand

Topical Tactics

Humour & Personality Works Too!

Organic Strategies

Create engaging content Use visually appealing images to provoke an emotional response Offer a quality online customer service Quit the hard-sell

Keep to the 70/20/10 rule 70% of your content is brand- and business-

building which means sharing information that is valuable to your followers. Content shared from other sources makes up 20% with the remaining 10% self-promotional.

If the best you can do is continually post‘Specials’ e.g. Turkey from €X, you are not offering fans a good user experience

Engagement Leads to Conversion

Not another special offer!

Customer Service – Be Socially Devoted If someone posts on your Facebook page or PMs

you, respond – quickly

If someone tweets using your Twitter handle, respond – quickly

No one likes to be ignoredAverage response time on Facebook is 19 hours –

customer expects a response within 30 minutes

How Do You Handle It?

First learn how to use your chosen platform so you are tracking incoming messages and posts about your company

View negative feedback as an opportunity to show off your customer care online

Take a breath before responding, offer to fix the problem, and request the user PM/DM contact details and try to take the matter offline

Negative Feedback Strategy We’re

sorry you had that

experience

Your

service is

terrible!

Recommended Social Site Tools Hootsuite

Social Site Management Tool / 1 Dashboard for managing all your social sites (Free)

Post Planner Scheduler, some targeting and offers status

suggestions (Free entry plan)

Likealyzer Facebook page analyser which offers tips on how to

improve your brand page (Free)

How to measure success•Increased traffic to your website •Growing email database •More foot fall into your shop•Boost in revenue

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