Building a Social Media Strategy

Everything you need to know!

@DawnBinns @insightpei

or. . .

What we can cover in 40 min.

Old

New

Shift in Marketing

Step 1 - Assess Your Environment

• What message is currently out there?

• What is the current perception?

• How do people view the issue?

• Who is engaged now, what are their messages?

• Allies, supporters, opponents, etc. ?

What is the conversation right now?

Different people within your

organization may be able to

contribute different ideas...

...Because each has a different

view of the situation.

Goals:•Big picture, longer term•Usually part of a larger integrated strategy

Objectives:•Social media specific•Measurable•Attainable•Realistic•Timelines

Step 2: Determine what you want

• Increase awareness of your issue• Monitor industry activity• Generate support for a public policy• Increase participation in a program• Increase knowledge of a health message

• Increase website traffic by 5% per month

• Increase blog subscribers by 15% in 6 months

• Create 5 You Tube videos with 100 views in 3 months

• Create a Facebook page with 100 fans in 6 months

Step 3: Identify your target audience

Understand your audience

• Are they online?

• Where are they?

• What are they doing online?

• What interests them?

• How can you provide compelling content and

information they want?

Step 4: Messaging & Content

• Find ways to tell stories and connect with your audience

• Real time events

• Always incorporate your brand personality

• Provide useful content

• Incorporate key messages

• Refer to your objectives to determine the path you take

• Show, don’t tell

• Services

Testimonials

Spotlights

Solutions

Questions

Quotes

Fun stuff

• Interesting articles

• Videos (yours and others)

• Reposts (or retweets)

• Blog posts

• Personal comments

• General company

information

• Photos

Mix it Up!

Step 5: Develop Strategies & Tactics

Develop the roadmap for how you’ll reach your objectives.

Strategies • Drive to the website – Upgrade current site • Drive to blog – Develop a blogging strategy • YouTube videos – Hire a creative team • Drive to Facebook – Promotions

Step 5: Develop Strategies & Tactics

Tactics

-Sam to upgrade site with new graphics, content and employee profiles. To be complete by April 1st.

-1 blog every Tuesday to be uploaded to the site by Joe.

-Each week at the staff meeting we’ll brainstorm content.

-All press releases are provided to Jane to link to Facebook.

Step 6: Risk Management Plan

• Establish boundaries

• Ensure users understand who they are representing

• Define what is considered online respect

• Be clear on the steps required for responding to feedback – both positive and negative

• Outline topics to steer clear of

• Play the ‘what if’ game

Step 7: Measurement

• YouTube views

• Twitter mentions

• Retweets

• Replies

• Facebook fans

• Coupons distributed

• Website visits

• Word of mouth

Don’t be discouraged and don’t give up too quick. Remain consistent.

Step 6: Measurement

• Increase brand awareness - you could try setting up Google Alerts

• Monitor website traffic - Google Analytics

• See how many people are listening to you - set up “bit” links

• Generate buzz - set up a promotion

What is the ROI of Social Media?http://www.youtube.com/watch?v=qNL8vAnZ-BY

“It's saying (Social Media) is a communication tool that you can't use ROI in a sales situation to justify.”

Helpful Hints & Friendly Warnings

• Match the message to the platform

• Make it a part of everyone’s job

• Always monitor

• Remember, you only have your words

• Use pre-programming tools with caution

Step 5: Create a Schedule

– Develop content ahead of time

– Break into bit-size bites

– Schedule time

– Don't be a slave to engagement

– Recycle

Tips to being efficient online:

Day Focus AM PMMonday Listening

and engaging

Replies, retweets

Replies, retweets

Tuesday New blog, travel tips

Announce on Twitter and FB

Review and respond to comments

Wednesday Provide useful info

Send out link to useful blog or article

Answer a question, solve a problem

Thursday New You Tube Video

Announce on Twitter and FB

Review and respond to comments

Friday Sharing Fun photo Ask a question

Saturday Offline Offline Offline

Sunday Offline Offline Offline

Tool Daily Weekly MonthlyFacebook Respond to

commentsPost status update

Research competitorsJoin industry pagesComment on posts

Post new photos

Twitter Respond to replies, retweets and dm’s

Follow 20 new people, post 1 new link

Take time to connect personally with 3 new people

Blog Respond to blog commentsSearch for other blogs

Post new blog Create 4 new blogs for next month

You Tube Add new video if applicable

Research new video ideas

Create new video for next month

LinkedIn Check invitations and messages

Join 1 new group Ask one new group question, answer 1 new group question

@insightpei

facebook.com/insightmarketingpei

InsightMarketingPEI.com

Dawn@InsightMarketingPEI.com