a social media plan that works
DESCRIPTION
I’ve seen countless businesses and organizations fail to find their footing with social media simply because they don’t understand how social media works, their goals are simplistic, or they treat it like any other marketing outlet. In this presentation, we’ll cover areas of social media where many businesses ‘get stuck,’ including: • Determining the best social media channels for reach a target audience • Establishing goals that generate results • Building a social media audience on these channels • Planning a marketing strategy, including content development • Managing social media efforts with ease Learn both the why and the how of social media and see real results! http://strellasocialmedia.com/social-media-seminars/TRANSCRIPT
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Creating A Social Media Plan that Works!
Rachel Strella
Strella Social Media
www.strellasocialmedia.com
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The #Strella Team
Rachel Strella & Amanda Harrison
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To Receive a Copy of Today’s PowerPoint Presentation!
Please give Amanda:
- your business card OR
- index card with your email
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Today, we’ll discuss…
Creating A Social Media Plan… THAT WORKS!
Recognize Challenges Create Goals Determine Channels Build Your Audience Develop a Content Strategy Execute & Evaluate the Plan
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Social Media Challenges
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Social Media Challenges
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Common Mistakes
→Wrong Mindset →Lack of Strategy/Goals →Lack of Consistency →Poor Content
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Common Mistakes
→ Ignoring the Audience →“Silo” Efforts →Too Many Media →Complacency
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A Social Media Plan That Works
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A Plan That Works
Step 1: Determine Goals
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A Plan That Works: Goals
Sample Goals Increase website traffic Establish credibility Build your audience/following Increase Search Engine Optimization (SEO)
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A Plan That Works: Goals
Sample Goals Drive foot traffic to a location Generate awareness of a product/service Reach a specific new audience Increase customer engagement
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A Plan That Works: Goals
Goal Checklist Select 2-3 goals for 90-days Play to your strengths Try to choose goals that are measurable in some way
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A Plan That Works
Step 2: Determine Channels
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A Plan That Works: Channels
“Big 3” Channels: Facebook Audience is consumer-based Largest age segment is 21-24 Great for sharing Integrates well with a lot of other sites and applications Oversaturated channel
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A Plan That Works: Channels
“Big 3” Channels: LinkedIn Audience is business-based Largest age segment is 35-44 Two powerful gems: groups and advanced search Relationships a MUST
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A Plan That Works: Channels
“Big 3” Channels: Twitter 140-character limit Largest age segment is 30-49 Channel is wide-open Strong customer-service outlet Language can be confusing (hashtags, re-tweets, etc)
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A Plan That Works: Channels
Supplemental Channels: YouTube Top search site along with Google/great for SEO Largest age segment is 18-34 Opportunity for an audience to get to know you Hard to leverage if camera shy
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A Plan That Works: Channels
Supplemental Channels: Google+ Interface similar to Facebook Largest age segment is 25-34 Higher usage among men (69%) than women (31%) Great for SEO Audience: engineers, web developers, students, marketers
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A Plan That Works: Channels
Supplemental Channels: Pinterest
Photo sharing site; pinboards Largest age segment is 25-54 Higher usage among women (80%) than men (20%) Attraction: fashion, food, décor, fitness, animals, kids, travel
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A Plan That Works: Channels
Supplemental Channels: Instagram
Photo sharing application Largest age segment is 18-34 Appeals to African Americans, Latino’s & Urban Americans Most useful for ‘telling a story’ with images
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A Plan That Works: Channels
Supporting Channels: Blogs Online source of information from a 1st person POV Great for driving traffic to a website, gaining credibility, community building and SEO Best if you own the content (self-hosted site vs. free site)
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A Plan That Works: Channels
Supporting Channels: Enews Electronic communication sent via email to a list of subscribers Generate TOMA Great for those who have email, but not social media Do not spam contacts; include an opt-out option
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A Plan That Works: Channels
Channel Checklist Determine your target audience Find where they are on social media Select media that match your goals and target audience
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Need More Info on Specific Channels?
bit.ly/jumpstartkit
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A Plan That Works
Step 3: Build Your Audience
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A Plan That Works: Audience
Use Built-In Social Media Tools Import email contacts to fan page Use Twitter’s “Discover Tab” Do not import lists into LinkedIn; make authentic connections
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A Plan That Works: Audience
Audience: Build During Use Join LinkedIn Groups; make personal connections Use hashtags and mentions in tweets Beware of offers that ‘guarantee’ immediate fans or followers
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A Plan That Works: Audience
Audience: Marketing Integration List social media channels on direct mail, newspaper ads, newsletter or business cards Add social sites to website and email signature Using Facebook? Claim unique URL (facebook.com/username)
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A Plan That Works: Audience
Think Outside the Box Use contests, a call for “re-tweets” or other methods to generate interest Be mindful of what others are doing to build fans If you run a contest on Facebook, use a 3rd party app
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A Plan That Works: Audience
Audience Checklist If you’re just starting out, this should be a primary goal If you’re already established, continue to think of ways to build Revisit audience-building regularly and brainstorm
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A Plan That Works
Step 4: Develop a Content Strategy
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A Plan That Works: Content
Themes Develop engaging content What value can I provide? What’s interesting about my business? Where are growth opportunities? How can I educate my audience?
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A Plan That Works: Content
Theme Examples Accountant: Tax tips during the month of March Retailers: Christmas - December Salon: Prom preparation tips in the spring
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A Plan That Works: Content
Theme/Idea Calendar Match goals with themes Develop a “theme of the month” to help create a cohesive message that resonates with your audience
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A Plan That Works: Content
Theme Calendar Example Credit Union Short-Term Goals: #1: Establish credibility #2: Educate community on services #3: Increase customer engagement
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A Plan That Works: Content
Content: Theme/Idea Calendar Example
Month #1: Why join a credit union? Month #2: Services to match the needs of the members Month #3: Share real-time news and encourage sharing
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A Plan That Works: Content
Sample posts Goal: Establish credibility Theme: Why join a credit union?
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A Plan That Works: Content
Sample posts Goal: Educate community Theme: Services to match needs
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A Plan That Works: Content
Sample posts Goal: Increase customer engagement Theme: Share real-time news
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A Plan That Works: Content
Sample posts Goal: Increase customer engagement Theme: Encourage feedback
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A Plan That Works: Content
Content: Guidelines Shorter and punchier is better Knowledge is power Engage the audience Be authentic Reveal ‘human side’ of business
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A Plan That Works: Content
Content Guidelines Use pictures when relevant Consider timeliness Highlight industry events/news Use sales pitches sparingly Proofread content
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A Plan That Works: Content
Content Checklist Determine themes Develop theme calendar Consider how to integrate Develop an editorial calendar Write content with zest!
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A Plan That Works
Step 5: Execute & Evaluate
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A Plan That Works: Execute
Execute the Plan Assign responsibilities Monitor channels Engage/respond Put a plan in place for handling negative feedback
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A Plan That Works: Evaluate
Evaluate the Plan What worked? What didn’t work? What should you shift? Are there new channels to embrace? What should the next 90 days look like?
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A Plan That Works: Execute
Execution & Evaluation Checklist Assign work – including content development, branding monitoring/engagement, and handling negative feedback Evaluate plan Make necessary changes and determine plan for next 90 days
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Need More Direction?
strellasocialmedia.com/smb-guide
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REMEMBER! To receive PowerPoint…
Please give Amanda:
- your business card OR
- index card with your email
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Questions
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Website and Blog: StrellaSocialMedia.com
Facebook: Facebook.com/StrellaSocialMedia
Twitter: Twitter.com/RachelStrella
LinkedIn: LinkedIn.com/in/RachelStrella
Connections and Resources