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Your 4 Steps to Social Media GoldBuilding a strategy to achieve Social Media success
Ella BadisSocial Media Coach, Asia Pacific@Hoot_EllaBadis
Hootsuite is the most widely used platform for managing social media, loved by over 10 million people around the
globe and trusted by 800+ of the Fortune 1000.
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.
Agenda 1 Why should you be on social?
2 4 Steps to Social Media Gold Plan
3 Access to tools & resources
Tweet me @Hoot_EllaBadiswith your questions
Tip
No time, no resources
Alwayssomething new
Ever increasing number of networks
Lots of noise
Can’t react fast enough
Proving the ROI of social
What is the value?
Challenges for SMEs
In Person Website Social
Social is the New Front DoorIt’s where your customers learn, seek, discover and decide
“We don’t have a choice about whether we do social media; the
question is how well we do it.”
Erik Qualman
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
Your 4-Steps
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.
Business Goals
Sales
Leads
Word of Mouth
Thought Leadership
Brand Awareness
Social Goals
Online Purchase
Form Fills
Shares, Retweets
Comments, Inbound Links
Reach
MeasureEngageDevelopAudit
Align Goals
Three 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
Every social profile must have:
● Bio / Description○ Insert link to website○ Contact information○ Search Engine Optimization(SEO) description of your
business in profile● Image
○ Profile Picture, Cover Photo ○ High resolution○ Maximum fit & dimension
How to improve your profile?
DevelopAudit MeasureEngage
Steps to take:1. Identify the information to be publish
2. Create a content calendar
3. Publishing content efficiently
Develop content strategy
DevelopAudit MeasureEngage
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?
Share Industry/Lifestyle News
Promote your products
Converse with customers
Balance Your Message:
Content strategy - Rule of thirds
DevelopAudit MeasureEngage
Theme strategy example: Retail
DevelopAudit MeasureEngage
Monday:Weekend Highlights
Tuesday:Lifehack Tip
Thursday:Behind scenes
Wednesday:Feature of the Week
Friday:Weekend Buzz
M T W T F
What is Engagement?It simply means responding to your audience in a way that evokes a response.
Use keywords to listen to the market and offer input, ideas or content. TIP
DevelopAudit MeasureEngage
Great example of branded cover photo with tagline
DevelopAudit MeasureEngage
● 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)● Use campaigns for promotion
DevelopAudit MeasureEngage
DevelopAudit MeasureEngage
● Branded cover photo
● Says what content will be shared
● “Official” account
● Link to main website
DevelopAudit MeasureEngage
● Hashtag #● Post: 20 < 140 characters
to allow for retweets and comments
● Visual: Pictures result in 35% more retweets
DevelopAudit MeasureEngage
DevelopAudit MeasureEngage
● Hashtags
● Strong imagery
● “Official” account
● Brand aesthetic
DevelopAudit MeasureEngage
● Use company hashtag● Crowdsourcing images
from employees● Share employees’
perspectives
DevelopAudit MeasureEngage
● Tagging another company adds authority
● Clear call-to-action (CTA)
● Ask questions
DevelopAudit MeasureEngage
Social Goals
Online Purchase
Form Fills
Shares, Retweets
Comments, Inbound Links
Reach
Metrics
Conversions
Volume
Reshare, Retweets
Mentions
Total Impressions
DevelopAudit MeasureEngage
Business Goals
Sales
Leads
Word of Mouth
Thought Leadership
Brand Awareness
Identify right metrics to measure
1. Select social media analytics tools, such as Google Analytics, Facebook Insights & Hootsuite Analytics.
2. Use a URL shortener like bit.ly, 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
How to measure?
Tools to help win social media gold
Nexology:Analyses your audience, identifies topics and key
influencers
Reputology:Track your competitor
reviews on all the major review sites.
Trendspottr:Find trending
content/hashtags
Define your audience
Look at your competition
Find Good Content
Manage Your Social
Hootsuite:Manage content
scheduling, reply to comments, analyse - all
on the move
Check out these free 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
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
HOOTCMTY003*valid till 31 October 2016
Sign up at hootsuite.com
Coupon code includes:● 3 months’ Hootsuite Pro trial● 3 months’ Hootsuite University● 30-min with Social Media Coach
(worth USD 92.97)
Make sure you also check-out Hootsuite Podium for an officially accredited Social Media qualification:
hootsuite.com/podium