social media strategy & bp
TRANSCRIPT
Social Media Strategy and BP
Day 1
Social Media Strategy Framework
1. Situational Analysis2. Identify your Target Audience3. Set Objectives4. Brand Personality5. Content Strategy6. Execute7. Report
Social Media Strategy Framework
1. Situational Analysis
Digital Scene Company Analysis Customer Analysis Competitor Analysis
Where are we now?
Social Media Strategy FrameworkSituational Analysis > Digital Scene
Digital Scene
Sources Digital Media Science http://www.slideshare.net/Nhesham/social-and-digital-media-landscape-2014-top-trends-in-the-middle-east-and-north-africa-region-mena-2014-report?related=2We Are Social http://www.slideshare.net/wearesocialsg/social-digital-mobile-in-the-middle-east-north-africa-turkey?related=1
Social Media Strategy FrameworkSituational Analysis > Company Analysis
Company Analysis
1. Goal performance2. SWOT analysis3. Brand perception 4. Internal capabilities and resources5. Reach and influence KPIs
Share of voice - Sentiment
6. Content and engagement KPIsNetwork size and growth - Content type and format - Social sharing - Engagement rate –Response rate
Social Media Strategy FrameworkSituational Analysis > Customer Analysis
Customer Analysis
1. Who are they - demographics, psychographics, behavioral?
2. How do they interact with the brand?3. which platforms they used most often?
Social Media Strategy FrameworkSituational Analysis > Competitor Analysis
Competitor Analysis
1. List your competitors 2. What is their activities online?3. Reach and influence KPIs
Share of voice - Sentiment
4. Content and engagement KPIsNetwork size and growth - Content type and format - Social sharing - Engagement rate -Response rate
Social Media Strategy FrameworkTarget Audience
2. Target Segment
Sources SMDay 2015 - Digital Branding Workshop - Muhammad Omar - E3langi https://www.dropbox.com/sh/jfg5xgbe585pazz/AAD6q9Gz-oCFyCbF2uHVlg_Aa/SMDay%202015%20-%20Digital%20Branding%20Workshop%20-%20Muhammad%20Omar.pdf?dl=0
Social Media Strategy FrameworkTarget Audience
2. Target Segment
1. Who are they - demographics, psychographics, behavioral?
2. What do they want – their needs – why do they buy or not buy?
3. How do they buy (online or offline or mixed mode)?4. When do they buy?5. How did they find us or our competitors?
Social Media Strategy FrameworkTarget Segment > Customer Persona
Customer Persona
Karim is a 28 years old professional, renting in Cairo, single and with a high disposable income. He has a keen interest in football and supports a premiership football team. He likes to display his support for his football club by every year, buying the clubs latest replica shirt online.
Sources Digital Media Science http://www.slideshare.net/Nhesham/dms-effective-digital-strategyfinal?qid=658ff916-2a2a-4343-a8c2-4987106ab1f5&v=qf1&b=&from_search=6
Social Media Strategy FrameworkTarget Segment > Customer Persona
Customer Persona
Karim is comfortable in ordering online and engaging with social media to keep up to date with the latest football news and football product launches.As the World Cup provides the chance to showcase international replica shirts, this provides Company X with the chance to engage with Karim to make an additional purchase of an international replica shirt as well as purchasing his favorite club shirt.
Social Media Strategy FrameworkSet Objectives
3. Set Objectives
Social Media Strategy FrameworkSet Objectives
3. Set Objectives
1. Sell2. Speak3. Serve4. Save5. Sizzle
Review Business Goals for Social Media Using The 5 Ss
Social Media Strategy FrameworkSet Objectives > 5 Ss > Speak Goals
3. Set Objectives
1. lead Generation2. Engagement3. Increase Traffic4. Increase Sales5. Branding
Engagement: Increase Facebook page engagement rate to 10% in the next 6 months
Social Media Strategy FrameworkBrand Personality
4. Brand Personality
Social Media Strategy FrameworkBrand Personality
4. Brand Personality
“Personality is the unique, authentic and talkable soul of your brand that people can get passionate about.
Personality is not just about what you stand for, but how you choose to communicate it. It is also the way to reconnect your customers, partners, employees, and influencers to the soul of your brand in the new social media era.” (Bhargava, 2008)
Social Media Strategy FrameworkContent Strategy > Key Questions
4. Content Strategy
1. What do our buyers really need to know about our products, about information and anything relevant to what we have to offer?
2. What’s the intersection between our expertise around the products or services and the information or entertainment needs of our consumer?
Key questions to ask to help you develop a purpose for you content
Social Media Strategy FrameworkContent Strategy > Media Mix
4. Content Strategy Media Mix
60%20%
20%
Social Media Strategy FrameworkContent Strategy > Content Type
4. Content Strategy Content Type
60%
10%
20%
20%
initiative activities Engagement Posts
Educational Posts Cultural & Religious Posts
Social Media Strategy FrameworkContent Strategy > Content Type Example
4. Content Strategy Content Type Example
Social Media Strategy FrameworkContent Strategy > Content Type Example
4. Content Strategy Content Type Example
Social Media Strategy FrameworkExecute
5. Execute
1. Define your brand key messages2. Create content and engagement ideas3. Set your posting strategy4. Create your content calendar scheme5. Define your posting patterns6. Start designing
Social Media Strategy FrameworkRepost
5. Report
Based on your KPIs
Social Media Strategy FrameworkRepost
Social Media Analytics
http://bit.ly/1MOKqxE
Day 2
Facebook Best Practices
https://www.facebook.com/business/
1. Making Posts More Effective & Having conversations2. Facebook Insights3. Introduction to advertising
Facebook Best Practices
Case Study
http://we.tl/08jtOb7Z0x http://http://bit.ly/1L2QlB1
Day 3
Facebook Best Practices
https://business.twitter.com/en-gb
1. How to create a content strategy2. Twitter Analytics
Instagram for business
Instagram for Business
Tools to be used as a start
Online users behavior tools:Consumer Barometer – Comscore – Google Keywords Tool – Google Trends
Social Media Analysis Tools:Facebook Audience Insights - Quintly – Social Bakers – SimplyMeasured – Topsy – Keyhole – Tagboard – Tweetreach – SocialBro – Foller –FollowerWonk – Sharegrab – Mention – Youtube Dashboard
Websites Analysis Tools:Google Analytics – Google Trends – Effective Measure – Alexa – Similarweb – Clicky – MixPanel – OpenWebAnalytics – KissMetrics - Piwik
Reports / Case Studies:Thinkwithgoogle – Facebook for Business
Sources SMDay 2015 - Digital Branding Workshop - Muhammad Omar - E3langi https://www.dropbox.com/sh/jfg5xgbe585pazz/AAD6q9Gz-oCFyCbF2uHVlg_Aa/SMDay%202015%20-%20Digital%20Branding%20Workshop%20-%20Muhammad%20Omar.pdf?dl=0
Websites & Blogs
1. Social Media Examiner2. Mashable – Social Media3. Hubspot - Marketing4. Salesforce – Marketing Cloud5. Smart Insights6. PR Smith7. Convince and Convert8. Social Media Today9. JonLoomer.com10. Mari Smith11. إعالنجي12. Digital Media Science13. SBKits: Social Business Kits14. Social Media بالعربي15. School-Of-eMarketing16. Digital Boom
Recommended Courses
1. Facebook Blueprint: Training Modules for advertising2. HubSpot Inbound Marketing Certification - HubSpot Academy3. Introduction to Marketing
If you have any questions please don't hesitate to ask