SOCIAL MEDIA MARKETING

STRATEGY

1.Increase brand awareness

2.Monitor Business Reputation

3.Differentiate Business from Competition

4.Communicate Expertise and knowledge

WHY SOCIAL MEDIA?

Executive Summary– Intentions for Social Media Marketing Strategy

• Problem—– Currently Colite is not consistently creating, sharing, or delivering

content and is not distributing this content via social media.• Solution—

– Colite needs to create a standardized process to produce and distribute this information on a consistent basis to build a stronger community within its social network.

• Is there an opportunity?– An opportunity exists because content is not effectively being

communicated via social media within the industry and internally at Colite.

• Do/Can we integrate with current site, blogs, etc?– Currently, www.colite.com, lacks the ability to add features to

highlight social media, but we can still grow our web presence by consistently pushing content and delivering information.

Social Media Marketing Strategy

Goals and Objectives– Why do we want to use social media?• Colite wants to use Social Media to do the following:

– Make prospective customers more knowledgeable of Colite

– Engage Customers and Build a Community of engaged customers

– Gain a stronger ability to identify anonymous website traffic and turn that into customers

• By doing this we will be able to:– Demonstrate Competencies– Communicate Knowledge– Share information– Inform and Educate Potential Customers of Colite’s

superior product

Social Media Marketing Strategy

Target Audience– Current Customers• We need to keep up with current customers• Identify who our project managers work with• Maintain knowledge of how their businesses are

performing and communicate that with them.– Potential Customers• Find strong prospects and connect via on-line• Focus on segments that Colite specializes in.

– Competitors• Learn what they are doing within the social media space• Follow-them and connect to gain a better understanding

of what they do

Social Media Marketing Strategy

Location and Sites– Which social networking channels to develop a presence?

• Facebook—Because of volume, facebook offers an opportunity to keep people updated on current projects and build stronger relationships with customers

• Twitter—Content easily distributed via short messages. Simple, to the point, and easily trackable on succeess rates by seeing who follows and who re-tweets us.

• LinkedIn—Professional site that will focus on more business-centered articles that will educate and reflect Colite’s position as a leader in signage (integrate with Twitter).

• Youtube—We need to create a Youtube Channel and start thinking of ways that we can produce multi-media content via Flipcam, Tablet, or Phone.

• Instagram—Obviously, images are crucial in signage. Instagram needs to be utilized to show off projects and successes that Colite experiences.

*Having a presence that is erratically updated, or used only for advertising purposes without engaging our followers is worse than not having a presence at all.

Social Media Marketing Strategy

Controls– How do followers and fans interact with Colite?• This should be evaluated as we pick up

steam and our consistently generating content.

– What areas of each of the networks will we monitor?• We will be able to look at increases in likes,

retweets, etc… – Social sites will act as a “second home” to our

website and the reactions to content should be monitored

Social Media Marketing Strategy

Tactics– What type of content should we include at each site? – How will each site be used?• How often it will be updated?• What interactions will we have with followers?

– Question-and-answer articles – Interviews– Articles– Videos

Content creation efforts, if done properly, will result in leads to our site. The next slide gives an idea of how the social media content we create will effect our lead generation

Social Media Marketing Strategy

Site Frequency

Twitter

Daily

LinkedIn

2-3 Times a Week

Youtube

To Be Determined

Instagram

As we receive images

Facebook

2-3 Times a Week

Blogs Weekly

The Social Media Effect

Reporting, Measuring, and Analytics (ROI)– Gather and analyze data during the following three stages: • Launch – 0-6 Months

– Get accustomed to schedule and calendar • Management – 6 Months

– 1 Year Ensure consistency in posts and content production

• Optimization – 1 Year – 3 Years. – Create a cohesive look and integrated communication

framework to build on success– Collect the following information• What is the increase in the number of visitors and followers• Goal of creating re-tweets and gaining more notoriety in the

digital space• Success rates of different types of media

Social Media Marketing Strategy

SOCIAL MEDIA MARKETING FLOW CHART

Website – “Central Hub”Information flows to and

references the company’s website

Blogs – Voice of OrganizationBEST FOR: Establishing internal content

to promote capabilities

LinkedIn – Professional Connector

BEST FOR: Professional Connections

Youtube –Multimedia Voice

BEST FOR: Videos

Twitter – Content Generation

BEST FOR: Quick, Useful Info

Look for re-tweetable content

Instagram – Visual VoiceBEST FOR: Pictures

Facebook – Social Reminders

BEST FOR: Customer Stories/Interaction

PUSHING CONTENT AND BUILDING TRAFFIC

MOBILE-ENABLED WEBSITE INCREASES TRAFFIC AND EASE OF USE ON MOBILE DEVICES

Mobile is obviously a growing emphasis in social media and the ability to utilize a mobile-enabled site is crucial when discussing building a web presence.

THE MOBILE FACTOR

91% of people keep their phone within 3 feet of themselves 24 hours a day, 365 days per year (Morgan Stanley)

70% of all mobile searches result in action within 1 hour, only 30 % of PC searches do (Mobile Marketer, 2012)

On average, it takes the average person 90 minutes to respond to an e-mail, but only 90 seconds to respond to a text message. (CTIA)

61% of smartphone users make local searches from a device. (Localeze)