HOW TO POWER YOUR BRAND WITH SOCIAL MEDIAWORKSHOP BY KAREN LEE

KARENPOILEE@GMAIL.COM @KARENLEE

INTRODUCTIONS Name Position School

Workshop Outcomes

PurposeBusiness objectivesSocial media strategy

Organization

Planning & ProcessSourcesCalendarWorkflow

Content StrategyContent TypesWorkflowCreation

ToolsAnalyticsBest Practices

TABLE OF CONTENTS

LIST KEY BUSINESS OBJECTIVES:………………………………………………………………………………………………………………………………………………………………………

WHAT’S YOUR SOCIAL MEDIA OBJECTIVE?………………………………………………………………………………………………………………………………………………………………………

ALIGN YOUR SOCIAL MEDIA STRATEGY WITH YOUR BUSINESS OBJECTIVES.………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

PURPOSE

DEFINE YOUR TARGET AUDIENCE

DEMOGRAPHICSGenderAgeLocation

TYPEStudent/AlumniStaff/FacultyMarket Size

WANTS/NEEDS/ASPIRATIONS:………………………………………………………………………………………………………………………………………………………………………

NOTES:

PURPOSE

DEFINE YOUR ROLE………………………………………………………………………………………………………………………………………………………………………

Draw an org chart of who you work within your department and across your organization:

ORGANIZATION

IDENTIFY YOUR STAKEHOLDERSHow does social media link to organizational, departmental or overall project goals?• Who are the key stakeholders?

(individuals or groups)• What is the “win” for each?

Stakeholder Win

ORGANIZATION

WHO WILL BE ON YOUR SOCIAL MEDIA COMMITTEE? This group will regularly meet to support and provide feedback to your social media strategy, content, and campaigns. They will become social media advocates on your behalf inside and outside your organization.

TEAM

IDENTIFY YOUR CONTENT SOURCES• Who is developing content? • What kind of content are they creating?• How often are they producing content?

CONTENT SOURCE 1…………………………………….

Content Type Frequency

CONTENT SOURCE 2…………………………………….

Content Type Frequency

PLANNING & PROCESS

ANNUAL CALENDAR Take some topics & events you identified in your plan and plot them out.

January February March

[topic 1] [event 1]

April May June

July August September

October November December

PLANNING & PROCESS

MONTHLY CALENDAR Start to layout real deadlines and publish dates on a day-to-day basis. Include information such as theme, content type, author, etc.

PLANNING & PROCESS

CONTENT CHANNELS AND FORMATS

TEXTShort-Form• Web/email copy• Article• How-to’s• Q&As• Testimonials• Newsletter• Press releaseLong-Form• E-books• White papers• Case studies• Guides• DirectoriesMicro-Form• Facebook posts• Tweets• Blog comments

CONTENT

GRAPHICGraphic Illustrations• Infographics• Frameworks• Data

Slide Presentations

Photos, GIFs

LIST THE CONTENT TYPES & FREQUENCY FOR EACH SOCIAL PLATFORM. e.g. text, photo, image, blog post, article or video.

Platform Content Type Frequency

CONTENT

CONTENT

CONTENT

CONTENT

CONTENT

CONTENT

CONTENT

NATIVE TOOLS Facebook, Twitter

TOOLS

FREE TOOLS HootSuite, TweetDeck

LOW-COST TOOLS Crowdbooster, Bufferapp,Basecamp, Dropbox

ENTERPRISE TOOLS HootSuite, Socialflow,Kapost, Radian6, Box

• Social Media Metrics• Followers & Fans• Post Reach & Engagement• Target Audience Engagement• Demographic

• Website Metrics• Page Views• Source Referrals• Goals & Conversions• Applications• Donations

• Demographic• Technology Platform• Mobile

ANALYTICS

LIST MONTHLY METRICS YOU WANT TO TRACK. Compare your metrics with your social media objectives.

Social Media Metrics ………………………………………………………………………………………………………………………………………………………………………………………………………………………………

Website Metrics………………………………………………………………………………………………………………………………………………………………………………………………………………………………

Other Metrics………………………………………………………………………………………………………………

ANALYTICS

DEVELOPING A MARKETING PLAN TO GROW YOUR FANS AND FOLLOWERS.

BEST PRACTICES

INTEGRATING SOCIAL MEDIA WITH YOUR WEBSITE. How do you encourage social sharing? How do you promote social media on your website?

BEST PRACTICES

INTEGRATING SOCIAL MEDIA WITH YOUR EVENTS. How do you promote events? How do you engage attendees and your audience? How do you turn events into ever-green content?

BEST PRACTICES

PUBLISHING CONTENT. What are the best days and times to publish your social content?

BEST PRACTICES

MONITORING AND LISTENING TO YOUR AUDIENCE. How do you track brand or non-branded conversations or mentions?

BEST PRACTICES

CONTENT TOPICS AND TYPES FOR EACH SOCIAL PLATFORM. How do you tailor your content based on audience demographics and interests?

BEST PRACTICES

PAID SOCIAL MEDIA CAMPAIGNS. How do you extend the reach of your posts? How do you grow your audience?

BEST PRACTICES

VISUAL STRATEGY. What is your visual strategy for Instagram? Pinterest? Facebook? Twitter?

BEST PRACTICES

RUNNING EXPERIMENTS. How do you test copy, messaging or visuals? How do you know what works or doesn’t work?

BEST PRACTICES

EVOLVING YOUR STRATEGY. Do you create review cycles for each platform? How do you define platform success?

BEST PRACTICES

OTHER

BEST PRACTICES

OTHER

BEST PRACTICES