social media strategy workshop
Post on 17-Oct-2014
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Social Media Strategy
Getting somewhere you want to go
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Overview
� Strategy steps
� Exercises
� Tools
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Strategy Steps
� Goal – what do you want to achieve
� Design – how does the design communicate the
goal
� Promote Existence of – how will you tell people
where you are on the web
� Content – what are you willing to share, how will
you get it shared
� Engage – when people show up, what will you
do
� Metrics – how will you measure success
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Goal
� What do you want to achieve?
� Who do you want to interact with?
� How long a commitment are you willing to
make?
� Hint: this is not a sprint
� What budget do you have?
Exercise #1
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Design
� What platform will you use – Facebook, blog,etc
� Each platform has a different time commitment
� Each has a different engagement potential
� Each has a different content requirement
� Choose the best for you to start
� How will the design convey “you”?
� Who will build out the platform?
� You
� Hire it
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Promote Existence
� Promotion = telling people where you are
� Not “promotions” generating sales
� How will you tell people where to find you
� What other tools will you use
� Blogs
� Signage
� Website links
� Business cards
� Other Facebook Pages
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Content
� What will you focus on?
� What are fans interested in
� How much content is yours, how much is from
other sources?
� What other sources?
� What are you willing to share?
� How often will you share?
� What form will content take?
� Pics
� Notes – written text
� Videos
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Exercise #2 Finding Content
� Magazines in the salon
� Blogs
� New stories
� Product news – new nail polish colors
� YouTube
� Flicker or Picasa for photos
� Popular events and ask for guesses, predictions
or opinions
� Grammys, Oscars, Final Four, Memorial Day
� “I’m in a funk, I want vacation. If you could go
anywhere, where would you head?”
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Engage
� When people show up, what will you do?
� How will you know they showed up?
� Who gets a comment?
� Who will do your commenting?
� How do you handle criticism?
� On the platform
� Internally sharing so you can learn
� How is the community expected to behave?
� Where are those rules?
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Exercise #3
Posting to Invite Engagement
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Engagement
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How could you change the question to be about a
conversation you’re going to have?
•With a vendor
•With your landlord
•With your web designer
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Exercise #4
Goal: to cause comments
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Metric
� How will you measure progress toward the goal
� What internal indicators to track
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Metrics
� Direct and Indirect� Direct – Fan count, daily sales revenue
� Indirect – things that lead up to the above
� What indicators signal progress� Views of map to your location
� Views of your store hours
� Phone call volume
� Open rate of emails
� Engagement level
� View of gallery/photos coming from XX source
� Design conversations
� Sketches
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How you show up matters
Do’s
Do be a friend
� Ask questions
� Interact
� Laugh
� Post regularly
� Check for comments daily
� Be helpful
� Have standards
Don’t’s
Don’t be a crabby big-sister
� Preach
� Beg
� Sell
� Be long-winded
� Overwhelm
� Lash out
� Chastise