Building a social media strategy

One that takes in everything available

The Digital Omnivore

The Digital Omnivore

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Where do I start?

Listening

Objectives + Value

proposition

Social architecture

Measurement

Guidelines

Conversation Calendar

Integration

Promotion

Gamification

Social Commerce

Social Strategy

“I like to listen. I have learned a great deal from listening carefully. Most people never listen.” - Ernest Hemingway

Every good conversation starts with good listening...

• Monitoring the competition

• Creative and Campaign Optmisation

• Build relationships and identify

influencers

• Crisis management

“What’s in it for me?”

“So what?”

“Do you really need to know ALL that?”

Objectives and value proposition

Which platforms can help us achieve

our objectives?

What is the role of each platform?

How can I leverage data across

platforms?

Social architecture

1. Business objectives

2. Define success

3. Establish a framework

4. Measure everything

Measurement

• Sales

• Downloads

• Subscriptions

• Leads

• Views

• Visits

• Volume

• Search

• Rankings

• Brand Buzz

• Shared comments

• Sentiment

• Posts

• Reviews

• Links

• Re-Tweets

• Mentions Advocacy Awareness

Appreciation Action

•“Likes”

•Opens

•Referrals

•Followers

•Subscribers

•Connections

•Click-Through’s

Categorising social metrics

Facebook Edges

https://developers.facebook.com/docs/beta/

• Consistent brand message

• Defined editorial voice

• Enabling

Social Media Guidelines

Conversation calendar

• Helps moderate your frequency of

communication

• Aligns your Social with PR and

Marketing timelines

• Identifies gaps and opportunities

• Lets you evaluate changes

• Search and Facebook media

• SEO and PR

Integration

Promotion via influencers

• Influencers are people who are

aligned with your brand values who

can deliver your message to like

minded people at scale

• They can become powerful brand

advocates over time

Rewarding behaviours

• Points

• Status

• Content

• Vouchers

Gamification

If I had to guess, social

commerce is the next

area to really blow up”

Mark Zuckerberg (Facebook founder)

Social Strategy

Listening

Objectives + Value

proposition

Social architecture

Measurement

Guidelines

Conversation Calendar

Integration

Promotion

Gamification

Social Commerce

Listening

Objectives + Value

proposition

Social architecture

Measurement

Guidelines

Conversation Calendar

Integration

Promotion

Gamification

Social Commerce

Good conversations start with

good listening

Listening

Objectives + Value

proposition

Social architecture

Measurement

Guidelines

Conversation Calendar

Integration

Promotion

Gamification

Social Commerce

Be clear about what you offer

your audience

Listening

Objectives + Value

proposition

Social architecture

Measurement

Guidelines

Conversation Calendar

Integration

Promotion

Gamification

Social Commerce

Differentiate the roles of all

your social properties

Listening

Objectives + Value

proposition

Social architecture

Measurement

Guidelines

Conversation Calendar

Integration

Promotion

Gamification

Social Commerce

Map your metrics back to

business objectives,

remembering to make them

social

Listening

Objectives + Value

proposition

Social architecture

Measurement

Guidelines

Conversation Calendar

Integration

Promotion

Gamification

Social Commerce

Define how your brand

speaks, behaves and engages

Listening

Objectives + Value

proposition

Social architecture

Measurement

Guidelines

Conversation Calendar

Integration

Promotion

Gamification

Social Commerce

Get organised with your

editorial

Listening

Objectives + Value

proposition

Social architecture

Measurement

Guidelines

Conversation Calendar

Integration

Promotion

Gamification

Social Commerce

Look for opportunities for

smart integration with other

disciplines

Listening

Objectives + Value

proposition

Social architecture

Measurement

Guidelines

Conversation Calendar

Integration

Promotion

Gamification

Social Commerce

Look for ways to engage

influencers and develop

advocacy

Listening

Objectives + Value

proposition

Social architecture

Measurement

Guidelines

Conversation Calendar

Integration

Promotion

Gamification

Social Commerce

Think about ways to game

your brand to drive desirable

behaviours

Listening

Objectives + Value

proposition

Social architecture

Measurement

Guidelines

Conversation Calendar

Integration

Promotion

Gamification

Social Commerce

Look at opportunities for not

only marketing but sales

Mulțumesc!