How to setup a Social Media

Business Strategy

Target MarketIdentify broad segment and smaller ones

under based on: Geographical - Global Age Income Interests Gender Occupation Education Values Interests Lifestyles

Identify Brand Essence Brand Essence is:

The characteristics that define a brand. Often used interchangeably with brand personality. Brand essence is used when defining a brand persona.

Could be Brand Essence: Honest/Trustworthy Industry leader Personal Flexibility Global Competitive Knowledgeable) Technologically capable Fun Young / dynamic Up-to-date / ahead of the game

Brand Persona

A Brand Persona is:

A set of human characteristics that are attributed to a brand name. A brand personality is something to which the consumer can relate, and an effective brand will increase its brand equity by having a consistent set of traits, that are clearly communicated through all social media efforts.

Brand Persona ExampleMeet Layton Williams

Layton Williams

Smart

Young

Honest

Technologically Savvy

Successful

Self sufficient

Helpful

World Traveler

Fun Hip

Influential

Male

?

?

?

?

?

Social Media Content PillarsContent Pillars are:

1. The core content themes that you identify with your brand.

2. The Brand Persona and the overall brand tone will dictate the themes of your content.

3. The themes and topics your content revolves around need to be rooted in your brand essence and relevant to your target market.

4. Content must be congruent with above to not affect the brands credibility

5. Work on the premise that instead of writing about a vast array of topics, you focus in on certain key topics or themes to structure your content production.

Content Pillars - Example

1. Promotions News Conferences Blog posts Articles New Games

2. Market Developments Opening/closing markets Market Research Developing Markets

3. Technology Mobile developments SEO developments Tablet developments Google news Social Media News

XXXXXX?

Channels & Platforms

Social Networking Channels: Facebook Platform LinkedIn Platform

Blogging and Micro blogging Channels: Twitter Platform Blog Platform Forums Platform

Objectives of ChannelsCommunity building and engagementAdvertising and awarenessReputation and crisis managementInsights and researchSupport and customer serviceSearch engine optimizationCommunication and outreachSales and lead generation

Channel choice considerations:

What social media platforms and tools do the target audience use?

How long do they spend there?

What do they do on the platforms and channels?

What are the limitations and requirements of each channel and platform?

Pro’s of FA ChannelsSocial Networking

Facebook & LinkedIn Word-of-mouth spread of information Integration with paid media offerings A potentially large number of contacts to reach Several ways for businesses to communicate with their audiences Building relationships

Blogging and Micro bloggingTwitter, blogs & Forums

The ability to become highly influential in a niche area A way to demonstrate thought or opinion leadership and the

opportunity to show a human face / brand persona A space to publish content directly and easily to a mass audience and

learn from the thoughts of this audience Driving traffic

Facebook: Requirements & limitations of platformsRequirements

Ongoing engagement Timely responses to queries and concerns Engaging and targeted content Clear brand persona and tone Escalation processes and channels At the minimum, a brand page with relevant images reflecting the brand Integration with other channels and platforms

Limitations Effective engagement can be time consuming Can’t communicate privately with fans unless they initiate the conversation. Users are unhappy with privacy issues The platform is increasingly being used for marketing, which could frustrate

users if not used correctly CRM is in the public space and this must be effectively managed. Marketing needs to be done sensitively due to the wide audiences on the

platform and the fact that they are not there to receive marketing content.

Like us on Facebook Page

AnalyticsShows that pictures get the most views and interactionPlatform that has almost equal amount of male/female

Twitter: Requirements & limitations of platformsRequirements:

A brand page with relevant brand images Resources to monitor and manage the page Real-time responses to people’s queries and concerns. Content length limited to 140 characters or less A potential audience of millions of users

Limitations: Even with brand pages, it is still limited in terms of how much can be

shared. If you have a log of engagement, it can be time consuming and might

required dedicated resources to manage. CRM is in the public space and must be effectively managed. It can be challenging to write effective messages in 140 characters or

less. Because Twitter moves so fast, tweets may bot get the readership

you’d like.

FA Twitter – Follow us

Things to consider:• Densest age group is 18-29

how does this fall within the your segment?

• Who are you targeting?

Objectives An objective is:

“You can only achieve valuable results through social media channel if you can define what your objectives are up front. You need a plan. Defining your objectives will dictate who you want to speak to (and with) what channels to use to reach them and how you engage with these channels.”

SMART Model: Specific – Results you are looking for.

Measurable – Determine specific goals to measure brand awareness upfront.

Achievable – Look at what’s feasible, don’t set yourself up for failure

Realistic - What is realistic with resources at your disposal?

Time Bound - Set a timeframe, to attain a set target.

Objectives per Platform - examplesFacebook:

Build an online community of a least 500 followers within the next 6 months, with an average engagement rate of 5%.

Twitter :To increase the amount of followers from 1,407

to +2000 over the next 6 months, with an average engagement rate of 5%.

Monthly Social Media planDay Date Time Content Pillar Facebook Content Pillar Time # Twitter

Monday April 1 ,2013 8:00 8:00 1

13:00 2 15:45 3

Tuesday April 2 ,2013 8:00 8:00 1

13:00 2 15:45 3

Wednesday April 3 ,2013 8:00 8:00 1

13:00 2 15:45 3

Thursday April 4 ,2013 8:00 8:00 1

13:00 2 15:45 3

Friday April 5 ,2013 8:00 8:00 1

13:00 2 15:45 3

Saturday April 6 ,2013 8:00 8:00 1

13:00 2 15:45 3

Sunday April 7 ,2013 8:00 8:00 1

13:00 2 15:45 3