How to Build a Social Media Strategy

Hilary Morris About.me/MrsMoNJ

Q: What is a strategy? A: Your big idea/plan and what you want and need to do to achieve your goals.

Social Media Funnel Source: Search Engine Watch

Steps to Creating Your Strategy 1.

Identify Goals & Set a Budget

2.

Set Reasonable/Measurable Objectives

3.

Identify Your Customer

4.

Study Your Competition

5.

Develop Key Messages/Brand Statements

6.

Pick Your Channels

7.

Set Up a Content Calendar

8.

Analyze Your Results

Identify Goals & Set Budget ● ● ● ● ●

What are your marketing goals? What do you want to get out of using social media? What is your purpose? Are you hiring someone? Set up an advertising budget (at least $50 a month is a good place to start)

Set Reasonable & Measurable Objectives

Measurable Objectives Examples:

1. 2. 3. 4. 5. 6.

Specific sales goals for the month 10 email addresses a month 15 event registrations 100 website visits per month 5-7 customer referrals per week Increase brand mentions by 50%

Identify Your Customer 1. Who is your customer? 2. Who is your ideal customer? 3. What are their demographics (age, location) 4. What is their buyer behavior 5. What social networks are they using

Study Your Competition Study the online presence of your competition. ● What social networks are they using ● What type of content are they sharing ● What can you do differently to stand out, etc.

Study Your Competition Free tools/sites to track their activity ● Fanpage Karma ● LikeAlyzer ● Klear ● Twitonomy

Source: http://www.socialmediaexaminer.com/4-free-tools-to-analyze-your-social-media-competitors/

Key Messages/Brand Statements What do you want your business to be known for? List up to 3 things to keep things simple or develop a 1-2 sentence statement to guide your marketing. You can also set up a custom hashtag to reflect your message.

Key Messages/Brand Statements

Source: http://www.slideshare.net/AlyssaRiddle/brand-messaging-32354800

Pick the Channel that Fits Best

Most Effective Platforms for B2B

Most Effective Platforms for B2C

Set Up Content Plan/Calendar ● ● ● ● ●

State your goals Develop your strategy Audit your current plan Manage multiple team members Analyze and track your strategy

Set Up Content Plan/Calendar ● ● ● ● ●

State your goals Develop your strategy Audit your current plan Manage multiple team members Analyze and track your strategy

Set Up Content Plan/Calendar

Source: https://blog.hootsuite.com/social-media-templates/

Set Up Content Plan/Calendar Use a calendar you already have

Source: http://soloprpro.com/the-best-content-and-social-media-calendar-templates/

Set Up Content Plan/Calendar Blogging? Use a plug-in to organize your content

Source: https://wordpress.org/plugins/editorial-calendar/installation/

Analyze Results Metrics That Matter: ● Fans/Followers ● Demographics ● Likes ● Comments ● Mentions ● Brand Reputation (Pos/Neg) ● Shares ● Retweets ● Sales

Two Levels of Analytics ● Free ● Fee-Based Tools

Free Analytics Sites ● Google Analytics ● Insights that come with the social networks ● Hootsuite ● Buffer ● Followerwonk - Twitter ● Squarelovin’ - Instagram ● Simply Measured ● Social Mention - Real Time Search

Fee-Based Analytics Tools ● ● ● ● ● ● ●

Sprout Social Buffer Edgar Hootsuite Quintly Simply Measured Social Bakers

Final Thoughts…

A few things to keep in mind when planning and executing your social media strategy…

Final Thoughts…

Final Thoughts…

Final Thoughts…

Questions?

Hilary Morris [email protected] About.me/MrsMoNJ https://www.linkedin.com/in/hilarytroughtmorris