Social MediaLearning Breakfast:

Ten Steps to Turbocharge your corporate social media

Friday 5th September 2014

Map your aims

STEP 1

Why are you using social media?

Statistics from the Social Media Marketing Industry Report2014: The Social Media Examiner

Why is your company or organisation getting involved in social media?

What does your organisation want to achieve from its engagement in the space?

Articulate in detail what these outcomes are

Ensure you have a system to map and structure those aims, outcomes and results

What do you want to achieve?

STEP 2

Revisit your strategy

What do you want to do with social?

… for SALES

• Build social media content around the different stages of the sales funnel

• Sales content will be a ‘slow burn’ as you build a following and audience

• Consistency and regularity are key

• Focus your attention on the ‘consideration’ phase

… for REPUTATION

• Consider your priority platforms for activity – always consider where your audiences are

• Enhanced profiles ensure your online reputation matches your offline activity

• Focus on what you want to achieve in terms of reputation – thought leadership? Speed? Quality? And tailor your content accordingly

… for ADVOCACY

• Use all platforms to engage with your audiences

• Have a system of monitoring and response to ensure you are able to talk promptly and clearly

• Establish your company ‘tone of voice’

• Create shareable content that will ensure your customers spread the word about you

What will be your goals?

Sales leads – high quality

Social likes & shares

Social followers

Website traffic

Event attendeesReviews

STEP 3

Focus on priorities

Who are you talking to & why?

Q: Which of the following services have you used or contributed to in the past month? Source: Global/WebIndex Q4 2013 Global

internet users (excluding China)

Focus on your priority platforms

Facebook

• Mass communication

• Personal and professional

• Challenging to build a profile

• Needs commitment

Linkedin

• Great for B2B messaging

• Good for establishing reputation

• Organic relationships succeed

Twitter

• Straightforward to get involved with

• Possible to build an audience/following

• Targeted messaging builds success

STEP 4

Consider all platforms

Marketers’ most important platform?

Statistics from the Social Media Marketing Industry Report2014: The Social Media Examiner

Additional platforms can amplify

Google+ Pinterest YouTube The rest…

STEP 5

Assess your process

Ensure governance is in place

Establish site guidelines

• Will you allow comments?• What comments are not

acceptable?• What images are not

acceptable?

Establish internal guidelines

• Who can post on social media sites?

• What can they NOT say?• Offer training if required• Draw up/refresh your

‘guardrails’ – not guidelines

External audience Internal staff

Revisit your process

Plan

Schedule

PostMonitor

Review

STEP 6

Extend your formats

Match content to aim & resource

Video

AudioText

Stills

Case studies, high quality mkg videos, web footage, user-generated content, webinars, vodcasts, branded bulletins

etc

Blogs, FB updates, Twitter posts,

Linkedin posts, articles online, comments on

articles, wikipedia entries etc…

Podcasts, webcasts, i-tunes enabled

audio, case study audio taken from

video etc

Memes with quotations, photos,

illustrations and infographics for FB

posts, photo montages

Use your website as the hub

Website

Facebook

Linkedin

Twitter

Google+

Pinterest

Instagram

Slideshare

Webinars

White papers

Social Posts

Podcasts

Articles

Blogs

Memes

Photos

Graphics

Infogfx

STEP 7

Review your calendar

Match content to audience & aim

Develop your

themes

Focus on topics

Decide your formats

Review your editorial calendar

STEP 8

Uncover stories

Where do stories come from?

Your staff Guest blog posts (insight and thought leadership), experience and insight, events such as conferences and insight from these

Your network What are their problems, concerns and issues?What are their successes?

Your industry What is happening? What are the trends and issues? What is successful and what is not? Future projections etc

News Use news events, trends and stories to develop your own view and publicise this in a blog

Events Internal events such as training, conferences, industry conferences are great opportunities to develop content of all formats

Comms & PR Teams

The communications and PR department (if you have one) will develop output such as stories, press releases etc all the time

What is your posting rhythm?

Assess resources

• Who can post?• Can you

spread the load?

• Who enjoys it?

Build your plan

• Develop a content plan for a medium term period eg 3 – 6 months

Commit and

review

• Be consistent; post regularly

• Review what works as you go

STEP 9

Maintain & measure

Why are you measuring?

What do you need to

achieve with your social

media?

Consider all the metrics

and outcomes you could measure

Choose the ones that are relevant and appropriate

Report to management

and constantly

review

What can you measure?

Website visits

Qualified leads

Page likes & follows

Post shares and likes

Comments &

conversation

Sentiment & mentions

STEP 10

Systemise and review

Use available tools

Monitoring Posting Analytics

FORMATIVE | Social Media for Business

Strategy OutsourcingTraining

Contact: office@thisisformative.comWebsite: www.thisisformative.comTel: +44 20 8133 8846 | + 44 7903 803987

Thank you!