webinar: how to a build a social media plan
TRANSCRIPT
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Join the conversation using #HootEssentials
How to Build aSocial Media Plan
WEBINAR:
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Speaker
Join the conversation using #HootEssentials
Roger GrahamDirector, Growth & MarketingHootsuite, Asia Pacific
@therogergraham
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Following along
Ask questions herein the GoToWebinar Control Panel
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Following along
We will email you this table after the webinar.TIP
Look for tips!
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The most widely used platform to manage social
media, loved by over 10 million people around the globe and trusted by 800+ of the Fortune 1000.
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What does Hootsuite help you do?
Find New Customers
Find new leads and expand your customer
base by monitoring online conversations.
Market Better
Run targeted marketing campaigns with social reach.
Build Brand Awareness
Expand your brand’s social presence by publishing
content & engaging across multiple social channels.
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Who uses Hootsuite?
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Agenda
Why you need a social media plan
4 Steps to a Social Media Plan
Access to tips & resources
Q&A
Tweet your questions with #HootEssentialsTIP
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“Social media is not only more cost-efficient than advertising, but it also offers great opportunities for innovative engagement with your customers.”
Richard Branson
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Social is the New Front DoorIt’s where your customers learn, seek, discover and decide
In Person Website Social
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Think marketing, think social Media
Image Source- Weplay
Traditional Channels Social Channels
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A social media plan outlines your goals, strategies and action plan to
ensure your time has tangible benefits to your brand or business.
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The 4-Step Plan
optimize
Audit Develop Engage Measure
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Assess your social media presence
Identify gaps
Set profiles
Set your goals
Select social networks
Build content plan
Setup workflow and processes involved
Publish & Share!
Identify metrics
Use tools to measure progress
Audit Develop Engage Measure
The 4-Step Plan
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Audit
Step 1:Audit Your Social Media
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Social media audit template
MeasureEngageDevelopAudit
We’ll email this toolkit after the webinar!TIP
Step 1: Find all of the social profiles you have and who runs them. Address any content issues.
Step 2: Use Google to find anyone using your brand.
Step 3: Determine what social networks you want to focus on.
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Business Goals
Brand Awareness
Thought Leadership
Word of Mouth
Leads
Sales
Social Goals
Reach
Comments, Inbound Links
Shares, Retweets
Form Fills
Online Purchase
MeasureEngageDevelopAudit
Align Goals
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Set SMART goals
● Make your goals are SMART: specific, measurable, attainable, relevant and time based
● Avoid goals that only focus on vanity metrics like Likes and Followers
● Align goals with department and overall business goals
MeasureEngageDevelopAudit
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Four key points before selecting your social network profiles:
● Understand your target audience (age, location, lifestyle)
● Ensure you know how social fits into your marketing program
● Understand your tone & brand
DevelopAudit
Select the right social networks
MeasureEngage
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DevelopAudit
Select the right social networks
MeasureEngage
We’ll email this table after the webinar! Also, check out wearesocial.com for 2015 reports on the use of social media in every country.
TIP
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DevelopAudit
Select the right social networks
MeasureEngage
Look at how competition or aspirational brands use social networks to engage.TIP
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● Listen to your followers and industry chatter to get inspiration from industry leaders, competitors, clients
● Look back at the best performing content
● Gain feedback internally from other departments and from customers via a survey
MeasureEngageDevelopAudit
Learn from leaders
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Every social profile must have:
● Bio / Description○ Insert link to website○ Contact information
● Image ○ Profile Picture, Cover Photo ○ High resolution○ Maximum fit & dimension
● Insert SEO description of your business in profile
How to improve your profile?
DevelopAudit MeasureEngage
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Profile Tips & Examples
DevelopAudit MeasureEngage
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DevelopAudit MeasureEngage
● Branded Cover Image
● Link to Bio
● Says what content will be shared.
● “Official” account
● Link to main website
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DevelopAudit MeasureEngage
Great example of branded lifestyle cover photo with tagline
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DevelopAudit MeasureEngage
● Hashtags
● Strong imagery
● “Official” account
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Develop
Step 2:Develop Game Plan
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Steps to take:1. Identify the right content for your brand
2. Create a content calendar
3. Publishing content efficiently
Develop content strategy
DevelopAudit MeasureEngage
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How to decide on content to post
DevelopAudit MeasureEngage
What is your brand positioning and tone of voice?
What issues are important to your brand?
How do external parties refer to your brand, such as the media, industry experts, etc?
What is your community interested in when they aren’t talking about your brand or directly to you?
Historical performance: What content has worked and what hasn’t?
Search behavior: What do people search for when they are looking for your brand’s products and services?
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Share Industry/Lifestyle News
Promote your products
Converse with customers
Balance Your Message:
Content strategy - Rule of thirds
DevelopAudit MeasureEngage
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Creating content calendar
● Decide on dates, time, author, audience and social network
● Develop content topics
● Create ‘call-to-action’ in post
● Allocate content to different types of posts (example below)
○ 50% of content links back to blog
○ 25% curated from another source
○ 20% drives content related to your business
○ 5% is related to HR and company culture
DevelopAudit MeasureEngage
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Theme strategy example: Restaurant
DevelopAudit MeasureEngage
Monday:Weekend Highlights
Tuesday:Lifehack Tip
Thursday:Recipe
Wednesday:Feature of the Week
Friday:Weekend Buzz
M T W T F
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DevelopAudit MeasureEngage
Creating content calendar
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Engage
Download our mobile app for anywhere access!TIP
Step 2:Driving Engagement
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What is Engagement?It simply means responding to your target market in a way that evokes a response.
Use keywords to listen to the market and offer input, ideas or content. TIP
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● Manage all your social content in one place & share with teams
● Schedule your content daily
● Schedule pre-event posts
Publish content efficiently
DevelopAudit MeasureEngage
Set aside 15-30min a day to find an post valuable content. Use Suggestions, a Hootsuite feature.TIP
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● Use images and video● Use ads to reach a target audience - ie “lookalike audiences’● Short text posts - favored by Facebook’s algorithm● Clear call-to-action (CTA)
DevelopAudit MeasureEngage
Using Facebook effectively:
2 posts per day is optimal for audience engagement.TIP
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Clear call to action and short text
DevelopAudit MeasureEngage
Facebook Post Examplescustom #hashtag
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DevelopAudit MeasureEngage
Keep posts at least 20 characters under the 140 limit to allow for retweets and comments.
TIP
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Pictures result in 35% more retweets. Use them!
TIP
DevelopAudit MeasureEngage
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DevelopAudit MeasureEngage
Tagging companies or people that you are connected adds authority to your posts. Just make sure they are related to the topic!
TIP
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Engage your audience by asking relevant questions.
TIP
DevelopAudit MeasureEngage
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DevelopAudit MeasureEngage
Google+
Sharing “How To” content has shown to perform very well.
TIP
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Started using a hashtag for a campaign - keeps everyone tuned into campaign.
TIP
DevelopAudit MeasureEngage
Increase Engagement on Google+
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Measure
Step 4:Measure Results
& Improve
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Identify right metrics to measure
Social Goals
Reach
Comments, Inbound Links
Shares, Retweets
Form Fills
Online Purchase
Metrics
Total Impressions
Mentions
Reshare, Retweets
Volume
Conversions
DevelopAudit MeasureEngage
Business Goals
Brand Awareness
Thought Leadership
Word of Mouth
Leads
Sales
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Identify right metrics to measure
Social Goals
Reach
Comments, Inbound Links
Shares, Retweets
Form Fills
Online Purchase
Metrics
Total Impressions
Mentions
Reshare, Retweets
Volume
Conversions
DevelopAudit MeasureEngage
Business Goals
Brand Awareness
Thought Leadership
Word of Mouth
Leads
Sales
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How to measure?1. Select social media analytics tools, such as Google Analytics & Hootsuite
Analytics.
2. Use a URL shortener like Ow.ly that can track who is clicking on your content and from what region/geo.
3. Create a custom report and determine how frequently you will review social media metrics (weekly or monthly, for example).
THEN: Optimize your strategy based on the insight you’ve gained from the data you’re tracking.
DevelopAudit MeasureEngage
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What to measure?
DevelopAudit MeasureEngage
● Best performing posts● Engagement● Traffic
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Refine Your Strategy● What worked well and resonated with your
audience?
● What didn’t work well?
● What learnings have you taken away?
● How can you refine goals for the next period or quarter?
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Summary
Assess your social media presence
Identify gaps
Set profiles
Set your goals
Select social networks
Build content plan
Setup workflow and processes involved
Publish & Share!
Identify metrics
Use tools to measure progress
Audit Develop Engage Measure
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We will email you these resources too!
1. Social Media Strategy Guide http://ow.ly/XP6rR
2. Social Media Strategy Template http://ow.ly/XP6uV
3. 6 Social Media Templates to Save you Hours of Work http://ow.ly/XP6zm
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Q&A
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