forrester post model - corporate social media strategy

P.O.S.TKevin Hayes, Digital Media Strategist, Communicatto

© 2014 communicatto, a social media agency

Digital marketing

Demand generationPeople looking for you

• Paid advertising• Search engine optimization• Conversion rate optimization

• Social media• Content marketing• Email marketing

Top of mind

Awareness

© 2014 communicatto, a social media agency

Digital marketing

StrategyThe theory

• Objectives• Alignment with corporate strategy• Long term goals

• Whose job• Social platforms• Tweeting/Facebook

The execution

Tactics

The difference between strategy and tactics: strategy is done above the shoulders, tactics are done below the shoulders

- Jeremiah Owyang

© 2014 communicatto, a social media agency

P.O.S.T

© 2014 communicatto, a social media agency

People

Who are you going after?

© 2014 communicatto, a social media agency

People

Who are you going after?

• Slice up your audience into segments: Age, geography, opinion, psychographics• Organizing who can help:

• Client acquisition – revenue creation• Client retention – revenue preservation• Mainstream media – PR play• Industry experts – Referrals/PR Play

• By narrowing your vision of who you are going to target, you will naturally leave out some people…and that is ok.

© 2014 communicatto, a social media agency

People

Persona buildingPeter Goodheart57MarriedU of A, PhD3.5/5$175,000/yearKids in college, practice, retirementBuilding practiceGolf, government, investingPolitics, community association, costsYour investment is safe. Invs 101They consume many company resources

© 2014 communicatto, a social media agency

Objectives

What are your goals?

• 10% increase in investor understanding• Decrease inbound inquires by 15%• Get investors self serve information

© 2014 communicatto, a social media agency

Strategy

© 2014 communicatto, a social media agency

Strategy

How will this help your business?

• Help send his to kids to school• Give him more time at the golf course• Make him a savvy investor

© 2014 communicatto, a social media agency

Technology

What will your audience respond to

© 2014 communicatto, a social media agency

Technology

What will your audience respond to

© 2014 communicatto, a social media agency

Technology

What will your audience respond to

© 2014 communicatto, a social media agency

Wrap up

• People• Objectives• Strategy• Technology

© 2014 communicatto, a social media agency

Wrap up

Share the love!

@kevinhayesca | @communicatto

Questions?Kevin HayesDigital Media Strategist

kevin@communicatto.com403 215 7504 x 104 @kevinhayesca