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