social media strategy breakdown
Post on 22-May-2015
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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
Daily
2-3 Times a Week
Youtube
To Be Determined
As we receive images
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)
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