essential marketing and social media know-how for businesses and organizations, day 1

STRATEGIC PLANNING

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Day 1: Strategic Planning

Enterprise Marketing, State Farm

Insurance

Huonks.com

Linkedin/in/bkhuonker

Twitter.com/bkhuonker

@Midwest Social Media Conference

atMidwest.com

BRIAN HUONKER, MS, CHFC, CLU

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Why Are You Here?

STRATEGIC PLANNING

◻ Tuesday, September 12, 2017

◻ Discussion of why attendees are here

◻ Presentation: Strategic Planning for the

Content Marketer

◻ Break

◻ Group work

◻ Presentation of group work

◻ Closing questions, comments, homework

assignment


◻ Review of homework assignment

◻ Presentation: Developing Engaging

Content on a Shoestring

◻ Break

◻ Group work


◻ Closing questions, comments, homework

assignment


◻ Review of homework assignment

◻ Presentation: Metrics and Tracking,

Simplified

◻ Break

◻ Group work


◻ Closing questions and comments.

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Traditional marketing channels are becoming less effective in capturing and engaging the attention of today’s perpetually connected consumers.

The challenge of today’s brands is to adapt their marketing strategies in an effort to build brand advantage in the face of consumers’ rapidly changing media consumption landscape.

In addition, today’s millennial generation does not trust traditional advertisements, only 6% of millennials consider on-line advertising to be credible.

Branded content will allow brands to meet this challenge, building a trusted, remarkable, unmistakable, and essential brand in the eye of the consumer.

STRATEGIC PLANNING

STRATEGIC PLANNING for the Content

Marketer

◻ We know people

share stories that:

Are native, not

deceptive

Are individual, and

ready to evolve

Deliver on emotion

Reserve judgment

Act like the locals


Marketer

◻ They share stories

that help them

Solve a problem

Escape for the moment

Fuel their creativity and

play

Spotlight pop culture

Discover new things

Succeed

◻ So, as a business we present content that:

◻ Captures the brand’s persona through branded

storytelling.

◻ Enables social sharing through brand

advocates.

◻ Enables brand discovery through consumer

exploration.

◻ Connects the brand to consumers in context

through cultural, relevant and valuable content.

◻ Changes and enhances the consumer

experience.

◻ Creates visible brand value through the


Marketer

But How Do You Do This?

STRATEGIC PLANNING


Marketer

◻ Start With Profiling Your Audience

◻ Brainstorm them.

◻ Create profiles of them (and have fun)

◻ Discover where they are at

◻ Do they use Twitter (Does anyone?), LinkedIn, Instagram,

Email (not if they under 20), etc…

◻ They might have different personalities on them, uses them

differently

◻ Allows for the “like” to happen. Not the button, but the

relationship.

◻ Once you create a connection, you begin a relationship

◻ Once a relationship, conversations can happen

◻ Once, conversations begin, trust is established


Marketer

◻ Then Set Your Social Media Goals/Objectives

What do you want to achieve with social media?

Do your social media objectives align with your overall company vision, mission and marketing strategy

Should they align it to other campaign goals

Are your objectives S.M.A.R.T: specific, measurable, attainable, relevant, and time-bound?


Marketer

◻ Audit your current social media status.

What social profiles do you currently manage?

Which social media platforms do you want to participate in.

Is control over the passwords centralized? Should any accounts be deleted?

Do they currently align to your goals and objectives?

What is the mission statement of each of your social profiles?


Marketer

◻ Create or improve your social media profiles.

Are your profiles filled out properly and thoroughly?

Are all of the accounts and profiles on brand?

Would a new visitor follow me after seeing this profile?


Marketer

◻ Develop your content strategy.What types of content do you want to post to each social network? Who

is the target audience?

How often will you post content and how will you promote it

Do you have an editorial calendar and a social media content calendar?


Marketer

◻ Define What Success Means, Short and Long-Term.

Are people sharing the content with their networks? Metrics: Number of shares, number of Tweets, number of Pins, etc.

Is your audience interested in learning more? Metrics: Requests for additional information, completion of content forms, traffic to your site.


Marketer

◻ Define What Success Means, Short and Long-Term.

Is the audience engaging with the content? Metrics: number of comments, shares, downloads, likes along side time on page, pages per visits, repeat visits

What sources are driving your on-site traffic? Metrics: Keyword performance, referrals, organic search results, campaign traffic

Or other consumption/brand metrics like:■ Increase in conversions

■ Increase in organic traffic to targeted digital

■ Increase in audience engagement

■ increase in brand awareness


Marketer

◻ Prepare to Monitoring your social media channels.

See complaints and address them immediately

Share the compliments (with a simple “Thank You”)

Help solve customer problems (and let others see)

Answer questions

Know what’s next

Manage crisis (before they escalate)

Monitor the competition

Spot the trends

Discover your influencers (brand advocates)

Reach potential prospects


Marketer

◻ Use analytics to track progress and adjust

your strategy as need.

Have you established the metrics by which

you'll measure social media success?

Do you have an analytics or measurement tool

prepared to track these metrics?

How often will you analyze your results?

Are you prepared to quickly change your

strategy in response to these results?

STRATEGIC PLANNING

FOR THE CONTENT

MARKETER

Exercise: Getting Prepared

STRATEGIC PLANNING: Getting Prepared

◻ EXERCISE 1: Set Your Content Marketing

Goals/Objectives

◻ What do you want to achieve with social

media?

◻ Do your social media objectives align with

your overall company vision, mission and

marketing strategy

◻ Are your objectives S.M.A.R.T: specific,

measurable, attainable, relevant, and time-

bound?


◻ EXERCISE 2: Audit Your Current Social

Media Footprint

◻ What social profiles do you currently

manage?

◻ Is control over the passwords centralized?

Should any accounts be deleted?

◻ What is the mission statement of each of

your social profiles?

◻ How does this align with your goals and

objectives?


◻ EXERCISE 3: Create And/Or Improve Your

Social Media Profiles

◻ Are your profiles filled out properly and

thoroughly?

◻ Are all of the accounts and profiles on

brand?

◻ Would a new visitor follow me after seeing

this profile?


◻ EXERCISE 4: Research The Competition

◻ Search up any other social media profiles that

is representing your company that you don’t

own (imposters). Report them.

◻ Search up any competitors.

◻ Follow them, note what they are posting and

what they are successful with.

◻ Search up any suppliers.

◻ Follow them, note what they are posting and

what they are successful with.


◻ EXERCISE 5: Set Up the Guide Rails

◻ Rules for when to create/participate in new

social media channels.

◻ Rules for when to respond to comments.


◻ EXERCISE 6: Identify The Platforms You

That Are In Alignment With Your Goals

◻ Evaluate the needs for all your social media

profiles and create a mission statement for

each. For example: Instagram Profile—To

share company culture and company

achievements.


◻ EXERCISE 7: Develop Your Content Strategy For

Each Platform.

◻ What types of content do you want to post to each

social network? Who is the target audience?

◻ Photos?

◻ Blog or Microblog Post?

◻ Video?

◻ How often will you post content and how will you

promote it

◻ Record it in a content calendar

(http://www.huonks.com/downloads/sample-

content-calendar.xlsx)

http://www.huonks.com/downloads/sample-content-calendar.xlsx


◻ EXERCISE 8: Plan it out. Plan it out. Plan it

out

◻ Create a spreadsheet and write down all the

social networks you own and the owner for

each.

◻ Ensure your images are sized correctly

◻ Facebook Image Sizes

◻ Others (Twitter, Instagram, LinkedIn,

Pinterest, YouTube, etc…)

https://www.facebook.com/PagesSizesDimensions/

https://sproutsocial.com/insights/social-media-image-sizes-guide/


◻ EXERCISE 9: Review it

◻ With your leadership.

◻ With your co-workers.

◻ With your brand advocates.


◻ EXERCISE 10: Determine How You Measure

Success

◻ Have you established the metrics by which

you'll measure social media success?

◻ Do you have an analytics or measurement

tool prepared to track these metrics?

◻ How often will you analyze your results?

◻ Are you prepared to quickly change your

strategy in response to these results?

◻ Adjust your strategy as needed.

STRATEGIC PLANNING

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MARKETER

Exercise: Selecting the Platforms

STRATEGIC PLANNING: Platform Appendix: Blog

◻ Objectives

◻ Increase brand awareness

◻ Increase thought leadership throughout

your industry

◻ Encourage comments and engagement

◻ Lead generation through blog

subscription

◻ External linking

◻ Action Items

◻ Choose managing editor to own the

blog

◻ Choose a blogging platform

◻ Create an internal blog evangelist

program to get employees to contribute

◻ Decide on a weekly cadence

◻ Recruit guest bloggers

◻ Add social sharing icons

◻ Add a Tweet This button

◻ Promote each blog on social channels

◻ Key Metrics

◻ X number of posts

◻ X number of bloggers

◻ X number of social shares

◻ Audience growth—unique and return

visitors

◻ Conversions

◻ Subscriber growth

◻ Inbound links

◻ Directory listings for infographics

◻ SEO improvement

STRATEGIC PLANNING: Platform Appendix: Facebook

◻ Objectives

◻ Brand awareness and engagement

◻ Lead generation or customer

acquisition

◻ Share a mix of relevant links, blog

posts, and engaging content

◻ Promote upcoming events

◻ Engage with influencers

◻ Action Items

◻ Choose owner for all of social media

◻ Set up social media posting cadence

◻ Choose a social media management

platform

◻ Determine social media voice

◻ √ Set up sponsored posts and ads

◻ Set up Facebook tabs that sync to your

marketing automation platform

◻ Key Metrics

◻ X number of posts per day

◻ Page follows

◻ Likes

◻ Engagement and comments

◻ Referring traffic

◻ Shares

◻ Lead generation/new customers

STRATEGIC PLANNING: Platform Appendix: Twitter

◻ Objectives


◻ Lead generation or customer acquisition

◻ Share a mix of relevant links, blog posts,

and engaging content

◻ Segment influencers and create lists

◻ Communicate issues from social media

to support team and ensure follow-up

◻ Listen and respond to relevant

conversations

◻ Build reputation

◻ Action Items




platform


◻ Utilize promoted tweets and pinned

tweets

◻ Set up Twitter Lead Generation cards

◻ Key Metrics

◻ X number of posts

◻ Followers

◻ Mentions

◻ Retweets

◻ Number of lists

◻ Hashtag usage

◻ Influence of Twitter followers


acquisition


◻ Favorited tweets

STRATEGIC PLANNING: Platform Appendix: LinkedIN/Slideshare

◻ Objectives



acquisition

◻ Share a mix of relevant links, blog

posts, and engaging content

◻ Promote upcoming events

◻ Engage with influencers

◻ Action Items




platform


◻ Create and join relevant groups

◻ Encourage employee participation

◻ Monitor and participate in Q&A

◻ Set up sponsored posts and ads

◻ Key Metrics

◻ X number of posts per day

◻ Page follows

◻ Comments, likes, and shares

◻ Group participation


◻ Lead generation/new customers

STRATEGIC PLANNING: Platform Appendix: Photo

(Instagram/Snapchat/Pinterest)

◻ Objectives


◻ Engagement with visual assets

◻ Showcase products

◻ Showcase company culture, marketing

events

◻ Link back to website, blog, and other content

assets

◻ Share a mix of relevant imagery—both

brand-related and fun

◻ Action Items



◻ Choose a social media management platform


◻ Determine ownership of photo sites

◻ Decide on general branding guidelines for

photos

◻ Encourage employees to participate and

share their own photos

◻ Key Metrics

◻ Referral traffic

◻ Shares and comments

◻ View of photos

◻ Page rankings on key terms from photo

sharing sites

◻ Product purchasing and lead

generation

STRATEGIC PLANNING: Platform Appendix: Video (YouTube/Vimeo)

◻ Objectives

◻ Brand awareness

◻ Engagement with visual content assets

◻ Lead generation and customer acquisition

◻ SEO optimization

◻ Generate additional content views

◻ Action Items



◻ Choose a social media management platform


◻ Determine ownership for visual content on

SlideShare

◻ Work on regular SlideShare presentation

creation

◻ Choose agency for stellar design

◻ Turn on the forms feature in SlideShare so

you can sync leads to your marketing

automation platform

◻ Key Metrics

◻ X number of presentations

◻ Followers

◻ Views

◻ Shares

◻ Lead generation and customer

acquisition

◻ Downloads

◻ Favorites

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Next Up: Ready To Develop Content