Social Media StrategyRACHEL MURRAY

Rachel Murray Digital Marketing Consultant

Hydrant

@HydrantRachel

Introductions Brief Introductions Name

Job Role

Company

Social Media Experience

Structure of Today•Social Media Landscape

•Developing your Strategy

•Monitoring your Strategy

•Case Study

•Questions and Answer, Practical Questions

Agenda10.00 -11.00 Start, Introductions and Best Practice

11.00 – 11.15 Break

11.15 – 12.30 Social Media

12.30 – 1.30 Lunch

1.30 – 2.45 Developing your Strategy

2.45 – 3.00 Break

3.00-4.00 Case Study and Overview

Objectives

Learn best practice tips for social media sites

Equip you with the knowledge and skills to create a social media strategy

Allow for the practical application of skills and knowledge learnt

Social Media Landscape

Social Media Landscape Social Media is evolving, with the introduction of new features, new capabilities and often new sites and trends regularly.

Main Sites that businesses use are – Twitter, Facebook, Linkedin, Google+ and Pinterest.

The power of social media has become extremely relevant for businesses with a huge percentage of people using it as part of their daily lives, and using it regularly. ◦ 52% adults in the UK are using social media regularly ◦ 37.3 million people in the UK use social media◦ Over 40% of UK companies use social media and 50% of those actively encourage staff to use it

Social Media Landscape Facebook

◦ More than a billion monthly active users as of December 2012.

Twitter◦ 340,000,000 Tweets per day◦ 200,000,000+ active users◦ 15.5 million people have Twitter in UK

Linked-In◦ The worlds largest professional network with over 200 million members in over 200 countries

Pinterest◦ As of February 2012, Pinterest had accumulated 10.4 million users.

Google+◦ 1M+ Business and brand pages created in the first 6 months.◦ 400M+ Google+ users and growing fast

Twitter Twitter can be used for many purposes in regard to your business whether that be promotions, communicating with your audience, responding to consumer queries etc.

Respond – Retweet, Reply and monitor conversations

Reward Followers

Demonstrate Leadership

Establish Right Voice – How do you want your business to appear to the Twitter Community.

Search for relevant followers

Recommended to Tweet a few times a day – Also the weekend!

Facebook Types – Pages, Groups, Personal Pages

Branding◦ Increase Brand Awareness◦ Showcase Brand Personality

Facebook Groups◦ Networking◦ Coaching Clients◦ Social Groups◦ Niche Focused

Always Changing – New Timeline http://www.facebook.com/about/newsfeed

Facebook AnalyticsPage Insights gives you the data you need to gather consumer insights.With Page Insights, you can:• Assess the performance of your

Page• Learn which content resonates

with your audience• Optimize how you publish to your

audience so that people will tell their friends about you

Facebook Advertising Pay per click

Do your research – Sponsored Stories

Use Image well – 100x80 pixel picture

Split Testing • Body of your ad• Photo in your ad• Headline of your ad • Sponsored Story vs. regular ad

Watch your Results ◦ A typical click-through rate on Facebook is 0.04-

0.05%.

Local Campaign – Sponsored StoriesLookalike Audiences

Linkedin The worlds largest professional network with over 200 million members in over 200 countries

Based on six degrees of separation – LinkedIn uses: ◦ 1st degree connections (immediate)◦ 2nd degree connections to your first degree connections

Helps to build relationshipsMore than 2.6 million companies have Linked-In Company Pages11+ million members in the UK as of January 9, 2013

Linkedin Company Pages List your products and services available – Never leave blank!

Get Recommendations – for your products/services

Post content that interests your followers and less about how great your company is

Encourage employees to like and share updates – will help to grow customer base

Listen to your audience

Look and analyse Insights of Company Page

Take part in Linked-in Groups discussions

Linkedin Linked-In Advertising

◦ Pay Per Click

Create a group around your specialisations and core competencies

Introductions

Endorse fairly

Professional Photo◦ Self Branding◦ Consistent Image Used on all profiles

Recruitment

Pinterest Around 71% of businesses never use Pinterest, even though traffic to the site has doubled since mid-2012.

20 million users and it is growing year-on-year.

Ettiquete◦ Be respectful◦ Be yourself◦ Give credit to the sources of the image◦ Stay alert◦ Let Pinterest know of any misconduct.

Shared Interests - As a business, you can provide inspiration for these interests by pinning in a personal, authentic way.

Be a sociable pinner – like, re-pin and share

Pinterest - PrinciplesPut pinners first - Before you start pinning, consider what pinners really care about. Check out your web analytics to see what they like best, or talk to them directly. Tailor your pinning for them.

Curate your collection - Create a few boards to start your collection.

Show what inspires you - Instead of just showing off your products, show what inspires them

Be authentic – Be creative and show your personality

Share your pins – Promote your Account

Google+

Within search results, information tied to verified online profiles will be ranked higher than

content without such verification, which will result in most users naturally clicking on the top

(verified) results. The true cost of remaining anonymous, then, might be irrelevance.

(Eric Schmidt, Google’s former CEO )

Google+ Verifying and linking your site with them to boost authenticity and quality.

Understand your audience – target right messages

Segment Followers with Circles

Consider Keywords – In About section

Hangouts and Communities

Reviews – add creditability

Do’s and Dont’s Workshop

Re-consider the best practice advice discussed, and your own knowledge on the platform and lessons learnt to consider do’s and don’t’s when using social media.

Note down one do and one don’t of how to use social media, whether that be things to consider when posting or things that you feel are best and not best practice.

Do’s and Don’t’s Regular Updates – Including Weekends

Show Personality - Be friendly and open

Variety of Content - Be engaging

Double check spelling and grammar - Proofread

Search for popular hashtags

Stay active

Develop a plan

Encourage Email database to join

Add widgets to your site

Respond

Segmentation and Targeting

Don’t ignore feedback, interactions and mentions

Don’t be repetitive

Plagiarize

Share too much information

Forget your audience as this is the key to success

Use multiple names across platforms – keep it consistent!

Set up if you don’t plan to invest time

Assume people will find you

Hard sell

Mix personal and business

Break

Multi Channel Strategy It is important that you are creating the write messages to your audience, as your audience may be different on different networks. It is how you manage the cross-over and integrating them successfully. ◦ Using all your social media channels◦ Successfully integrating them and making them part of your marketing campaign◦ Measuring cross-over ◦ Consider touch points – identify all points of contact ◦ Encourage collaboration

Multi Channel Strategy - Moby http://destroyed.moby.com/

Using Instagram, Soundcloud, Facebook and Twitter.

Users encouraged to Instagram pictures using appropriate hashtag at specific time and displayed on micro-site.

Multi-Channel Strategy - Cadbury

◦ How Cadbury uses Facebook, Twitter, Pinterest and Google+

◦ Separate for Brands – Share Recipes, New Product Launches

◦ Facebook Pages◦ Visual Posts◦ Limited Responses to Customer

Care Communications◦ RT for Sweets Campaign◦ Google+ Hangouts and

Communities

Cadbury – Twitter and Google+ Twitter -https://twitter.com/CadburyUK

130,000 Followers – Tweets 20 times a day

Separate customer service Twitter

Google+ - https://plus.google.com/u/0/+CadburyUK/posts

Early Adopter

Hangouts and Communities

Cakes and Baking Community

Multi Channel - Kendal Calling

Kendal Calling - award-winning, innovative, independent festival based in the Lake District.

Instagram • Sharing images to encourage people to

like the image. • 450 Followers• Tag Photos - #kendalcalling

Instagram – Visit Scotland

Using #naturalscotland on Instagram as part of a photography competition.

Additionally used on Facebook to display images to allow for sharing of the Images.

Challenges and Opportunities of Social Media

Virility of Information

Integration of daily life

Privacy and Security

ROI – Measurement

Developments in Technology

Negative Feedback A recommendation is to have a strategy or plan in mind to deal with negative feedback on twitter.

Identify the type of feedback◦ Straight Problem◦ Constructive Criticism◦ Attack◦ Trolling/Spam

Decide how to react ◦ Does it require a response?◦ Do you have a standard response?◦ How will you manage the communication?

Search Engine Optimisation Keyword Strategy

Keyword Rich Content

Back Links – add creditability, increase site traffic and visibility of your posts.

Profiling Naming – Profile descriptions

Contact Information and Description

Link your Website – icons and Widgets to gain more online exposure.

Verify social media sites

Round-Up USP – What is yours and how to apply that to yours content?

What site ? – identify your customers, and go where they go!

Negative Feedback – How to respond

Search Engine Optimisation – Keywords

Multi-Channel – use all sites, and how?

Be prepared to face challenges and take advantage of opportunities

Your Social Media Strategy

Strategy A Strategy can effect and enhance every corner of your organisation. So it is important to set out specific, measurable goals before you begin, enabling you to evaluate just how much you have achieved.

◦ Develop brand/ product/ services awareness◦ Build audience/ customer base◦ Educate audience/ customer base◦ Understand more about your audience/ customer base◦ Increase reputation

Focusing on the ultimate goal, will guide what you do, when you do it and what content you will share..

Components of your Social Media Strategy

Planning and Analysis

Big Idea & Campaign

Making it Happen

Conclusion

Planning and Analysis◦ Where are we are now ?

◦ Where do we want to be?

◦ What do we want to achieve?

◦ What do we want to do with Social Media?

◦ How will we get there?

◦ Who do we want to communicate with and how?

Planning and Analysis Who is your Online Audience?

◦ Customer, Audience, demographic, location, data resources and key influencers

What can you offer?◦ The Business, Brand, Industry and Unique offering

Market Trends – adapt and utilise market changes and trends

Competitor Analysis ◦ What are you competitors doing? ◦ How are they engaging with their audience? ◦ What is their persona online?

Define team skills – Internal Resources and Capabilities

Planning and AnalysisCustomers and Audience

Understanding the buying and decision making behaviour of your customers, clients or target audiences is essential and involves considerable invested research and planning.

◦ Existing customer and audience◦ New customers in current demographic◦ New customers in new demographics

Prioritised list of customer segments and which customers are more likely to deliver the aims of the strategy

Planning and Analysis What are your reasons for using social media? What do you want to achieve?

Example: You can use your page to do many things, such as find new customers, build your brand and relationships with current customers, promote events and special offers, communicate with internal teams, and much more.

Devise an actionable plan for reaching these goals.

KPI’s, Goals, Return On Investment, Financial and Audience engagement◦ Digital, Business, Operational, Financial, Engagement, Team, Creative

Planning and Analysis◦ Where are we are now ? – Analysis of Current Activity, Position and Resources

◦ Where do we want to be? – Setting measurable of targets, KPI’s and goals

◦ What do we want to do with Social Media? – What else do you want to do

◦ How will we get there? – What can we do, capabilities and resources

◦ Who do we want to communicate with and how? – Online Audience, Target

Audience

Big Idea and Campaign◦ How exactly do we get there?

◦ How will we achieve the goals set?

◦ What will be competitive and unique advantage?

◦ What is the Content, Ideas and Tactics to how you will achieve objectives and

goals?

Big Idea and Campaign Once you have a few goals in mind, think about your customer and what kind of things they want to see from you. What will get them excited? What will keep them engaged?

◦ Brainstorming creative ideas◦ Define channels and plan for each◦ Allocate projects to team members based on skill set◦ Create timeline of your campaign/ Editorial Calendar ◦ Creating an Action Plan

Big Idea and Campaign

Action Plan• Action Type• Priority• Details• Frequency• Metrics• Time• Tactics

Action Type

Priority Details Frequency Metrics Time Means

Like Fan Pages

Low Search for Relevant Pages to receive updates from

2 New Likes per week

Number of Likes

10 Minutes per Week

Facebook and Internet Search

Big Idea and Campaign Create timeline of campaign/ Editorial Calendar

◦ When are you going to post?◦ What type of content do you want to post?◦ How often to post?

Tools to use:

Scheduling Tools

Or as simple as a Calendar to mark what and when to post.

Big Idea and Campaign◦ Actionable Tactics of how to achieve goals, targets and KPI’s

◦ Creative Ideas and Marketing Campaigns

◦ Preparing an Action Plan

◦ Creating an editorial calendar or posting schedule

Making it Happen◦ Implementing your strategy

◦ How do we monitor performance?

◦ How will you measure the success?

◦ What tools will you use to action your strategy?

Making it Happen Split Testing and measure what works

Tweak as appropriate

Monitor and Report Performance - Record all data with reporting, analysis and procedures

Use analytics to see what works and what does not

Management – Internal resources or Outsource?

Making it Happen Managing Internal Resources

Collective Voice – if there is more than just one staff member contributing to online content, ensure that there is a collective voice.

Staff Social Media Policies◦ What to include?◦ What does it cover?◦ Legal

Employee Training on using social media

Utilising Internal Resources

Evaluation Did the strategy exceed Goals?

What were the unexpected benefits?

What was learnt?

What were the Key Performance Indicators?

What is the value of the KPIS?

Which audience segment engaged with the campaign the most?

What is the value of engagement in relation to the goals?

Evaluation◦ Evaluate the initial goals, ROI’s and KPI’s and compare the reality

◦ Review unexpected benefits, mistakes & lessons learned

◦ Utilise for future campaigns

◦ Establish continuity in engagement

◦ Summarise the benefits of the strategy

Evaluation Tools to use

Measuring and Reporting

Hoot Suite – Reporting and Scheduling

Google Analytics Social

Facebook Insights

Pinterest Web Analytics

Raven Tools

Other

Scheduling - Buffer

URL shorterner

Google Analytics

Evaluation – Tools to use?◦ Do you use any tools that you would recommend?

◦ Scheduling Tools or software that assists, supports or improves your social

media usage?

Summarise• Where are we now, and where do we want

to be. Analysis and Setting goalsPlanning and Analysis

• Action Plan, How going to achieve this. Big Idea & Campaign

• Managing and MeasuringMaking it happen

• Evaluate and MeasureEvaluation

Accompanying Strategies Content Strategy – What is the purpose of your content, what has it to achieve?

Marketing Strategy – overall marketing strategy of your organisation, campaign, and

objectives

Keyword Strategy – Keywords that you ideally using in your content, areas you want

to optimise

Editorial Calendar – Plan what your going to say, when and how your going to do that.

Workshop – Case Study

Workshop – Case Study Given a Case Study

Analyse and Create Strategy based on what you have learnt today

Present your solution

Things to Consider:

What channels are recommended?

Target Audience/Customers

Include Examples

How will you measure success?

• Where are we now, and where do we want to be.

Planning and Analysis

• Action Plan, how going to achieve this. Big Idea & Campaign

• Managing and MeasuringMaking it happen

• Evaluate and MeasureConclusion

Overview

New Developments – 2013 and ahead◦ Facebook Developments

◦ E-Commerce and Social Media

◦ Visual Marketing – Pinterest and Instagram

◦ Google+ - Niche Markets

◦ Google+ and Verification

◦ Mobile and Responsive – Capturing users on mobile

Facebook Developments Graph Search - https://www.facebook.com/about/graphsearch

New Timeline - https://www.facebook.com/about/timeline

New Homepage/ Newsfeed - https://www.facebook.com/about/newsfeed

Facebook’s future is mobile – users on mobile, advertisements on mobile

Launch of the Facebook Phone

Follow Up To Do:

Develop your Strategy

Create clear objectives, targets and KPI’s.

Implement – assign responsibilities

Accompanying Action Plan and Editorial Calendar.

Measure and Report.

Measuring

Setting up Analytics

Clear Reporting Schedule

Report and Monitor

Rachel Murray - HydrantRachel Murray

Rachel.murray@hydrant.co.uk

@HydrantRachel

0845 862 1111

Question and answerIF YOU HAVE ANY QUESTIONS OR REQUIRE ANY PRACTICAL ADVICE THEN PLEASE ASK