Post on 26-Jun-2015
RealTimeMarketer.com
Creating aSuccessful Social Media
StrategyScott BishopCrave Engine
@thescottbishopBlog: http://RealTimeMarketer.com
RealTimeMarketer.com
My Social Media Mantra…
The WHY must always proceed the HOW.The HOW will always evolve
RealTimeMarketer.com
My Mission…
Social Media Needs To Evolve
Beyond Engagement
RealTimeMarketer.com
Why Are We Here?
Because This Social MediaThing Works
RealTimeMarketer.com
How Do Businesses Succeed
They Can Answer These questions
1. Why Are We Using Social Tools?2. What Are We Trying To Achieve?3. What content are we producing4. What value are we creating?5. Who are we engaging with?6. Is it working?
RealTimeMarketer.com
Develop a Social Media Strategy?
• So you know what you’re doing• So you know why you’re doing it• So you know what results you’re getting
RealTimeMarketer.com
What Makes a Good Strategy
• Tied to business goals• There’s a commitment to it• A time aspect• The execution is flexible• Includes monitoring• Management support / buy in• Social policies are in place• It’s congruent with offline branding
RealTimeMarketer.com
What’s The Secret to Success?
Treat Social Media Like Any Other Piece of Your Business
1. Determine Objectives2. Analyze2. Create Content & Execute Strategy 3. Evaluation
*it’s not about follower / fan count
RealTimeMarketer.com
1. Determine Objectives
• Are we driving sales• Are we increasing customer awareness• Are we enhancing customer service /
experience
RealTimeMarketer.com
What Makes For a Good Objective
• Tied to business goals• Specific, no fluff• Drill down to what truly affects your goals• time specific• It’s measurable
RealTimeMarketer.com
Traditional Social Media Goals…
• Increase customer base• Generate leads• Drive sales• Build awareness• Educate customers• Reach new channels of customers• Improve internal communication
RealTimeMarketer.com
KILL ALL FLUFF
RealTimeMarketer.com
Dig Deep To Specifics
• Define your goals in specific terms• What exactly does “creating awareness” mean• Give exact amounts• If you don’t have specifics you’ll never know if
you’re winning
RealTimeMarketer.com
Step 2: Social Analysis& Content Strategy
What Do Your Customers Want?
• Identify where your fish are• Identify what content your customers value• Identify content distribution• Identify your businesses / industry influencers?• What are your industry trends?• What does a win look like?• What are our leading indicators for success?
RealTimeMarketer.com
Where Are Your Fish?
RealTimeMarketer.com
What Content Do They Want
You Don’t Have To Guess• What information are they consuming?• What do customers find valuable?• What’s their preferred method of content
consumption?
RealTimeMarketer.com
What Are The Trends
• What are your competitors doing?• What is going on in your industry?• What works that you can prototype?
RealTimeMarketer.com
Create A List Leading Indicators
• What tasks / actions lead to your goal?• Work backwards…start with the goal– What specific actions lead to a “win”– How many– How can we drive those actions
RealTimeMarketer.com
3. Create Content & Execute Strategy
Connect the dots…
RealTimeMarketer.com
You’ve decided your engagement…get to work
• Break down executions as specific as each individual action
• Have a written checklist• Create value• The push you are offering is what your
audience wants
RealTimeMarketer.com
4. Evaluate / Adapt
TRACK EVERYTHING
• Are we on track to meet our goals?• What’s most successful?• What’s least successful?• What do we tweak?
*Have scoreboards in place*Create Activity & Action Calendar
RealTimeMarketer.com
What You Track Depends on Your Goals
• Are we on track to meet our goals?• What’s most successful?• What’s least successful?• What do we tweak?
RealTimeMarketer.com
There is No Secret
• Don’t make it harder than it needs to be• Are we affecting movement on goals?• How does this move our indicators?
RealTimeMarketer.com
Contact ME
Scott BishopTwitter: @thescottbishopBlog: Real Time Marketer .comEmail: scott@realtimemarketer.com