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THE BEGINNER’S GUIDE TO SOCIAL MEDIA

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KEY STEPS

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Define your goals01

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Define your customer personas and target audience

Follow publishing best practices

05 Track, review, and realign

Choose platforms and define a content strategy

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01 DEFINE YOUR GOALS

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HAVE A CLEAR SOCIAL MEDIA OBJECTIVE

WEBSITE TRAFFIC BUSINESS LEADS REACH, FREQUENCY AND BRANDING

DIRECT SALES CUSTOMER ENGAGEMENT

Before you start make sure you can measure and report the objective

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02 PROFILE YOUR CUSTOMERS AND CREATE A TARGET AUDIENCE

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DEFINE AND VISUALIZE WHO YOUR TARGET CUSTOMERS ARE

Demographics

such as their age, sex, socio-economic strata, language

Firmographics

such as geography, company, schooling, company size, industry or verticals

Psychographics

such as interests, affinity, hobbies, authority, and goals of the decision-maker

Intent

basis active or passive behaviour, engagement, conversion likelihood and previous online behaviour history

Technographics

such as their, device, browsers, internet connection, appographics(mobile apps used), software and systems used

Look-a-like audience

use your existing customer data and look for patterns similarities. Use the platforms to find look-a-likes

Brainstorm with your team and try to come to an ideal customer profile

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AND CREATE A CUSTOMER PORTRAIT…

The overall enthusiast whenever he gets an opportunityhe wants to plug in and play. Needs a quality robustsystem to keep up with his gaming needs. Upgrades hissystem every year.

The Ultimate Gamer The Popcorn Gamer

The ultimate gamer, loves and breathes games across allformats, playing, owning and watching. They have thepassion and funds to invest. They customize and buildtheir own rig and must have the A+ system at any giventime.

When they get free time, they enjoy watching andconsuming content around gaming. Not overly techiebut want a good gaming solution. Will buy a newsystem every 3 years.

The Overall Enthusiast

LocationMetroUrban & Semi Urban

GenderMale Dominated

20-35 Yrs

Product Omen Laptops

SegmentGamers

Interests, affiliations and brand associations

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AND ARRIVE AT SOCIAL MEDIA AUDIENCE TARGETING PARAMETERS

Language

Based on the region, and language spoken in that state

Platforms

Selecting platforms specific to where the consumer resides digitally

Geo-location

Targeting the consumer basis their region adding context to language

Product Preference

Showing the right product to the right consumer

Age group & Interests

Breaking down the audience based on their age group and interests

Salary + Job Description

Factoring for their preferences based on current status

Using the customer profile define how you will target the customer

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03 PLAN A PLATFORM AND CONTENT STRATEGY

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The Megaphone Customer Support & Real time reporter

The Photo Journal

The Millennial The Catalogue

The Showreel

The Support Agent

UNDERSTAND THE PLATFORM VALUE AND MAP IT TO YOUR IDEAL CUSTOMER

PORTRAIT

The live action feed

Click here for HP Social Media Widget

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• Elaborative communication with the audience

• Conversation driven platform

• Market experience through testimonials and case study

Key Formats• Live Stream• Informational Videos

Key Content TypeProduct UpdatesHow to guides, Unboxing,Benefits, USPs, Offers etc

• Short, conversational updates

• Real time marketing• Mix and match of

content from facebook

Key Formats• Tweet chats• Pure text, Image, GIFs• Contests, Polls

• Chatty content to encourage two–way conversation

• Highly visual content with things like infographics, videos & live videos

• The most efficient way to build brand value with the right audiences

• Robust targeting: real identity, interests, and buying habits

• To reach the youth• Visual storytelling: rich• imagery and short videos• Great place to leverage• influencers

Key Formats• Visually Appealing Images• Videos• Stories

Key Content Type• Inspirational• Influencer Driven

LEVERAGE UNIQUE PLATFORM FEATURES

Choose and select the platform basis your customer profiles

Click here for HP Product Syndication Guide

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DEVELOP CONTENT TO SUIT THE CHANNEL BUT ALSO TO CONNECT WITH YOUR

CUSTOMER PROFILE

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‘How-to’ based

Reviews Question-

basedTimesaving Best practice Compilations Case studies

Stats InterviewsAsk the experts

Resources LinkbaitHivemind-

basedEvent based

Research Trends Quizzes Experiments Productivity Fun Templates

Beginner’s guides

Inspiration Opinion Definitions Glossaries DataProduct-

based

Surveys Analysis Fiction Galleries Mindmaps Frameworks Testimonials

Demos Newsjacking Debates Competitions Checklists Gifs Games

Build a content calendar, mappingcontent creation and release tomarketing, seasonal or holidayevents. Use the content format thebest disseminates what you wantto say and the platform you areputting on

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04 FOLLOW PUBLISHING BEST PRACTICES

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BE CONSISTENT TO GET RESULTS

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Dedicate an adequate portion of your budget to promoting all content and activities; don’t just post, if you need reach you will need to spend.

Factor in content creation costs; you can hire freelancers on marketplaces such as Upwork or leverage tools such as Canva and don’t forget to go to HP content syndication (click) as well.

Leverage website analytics to understand the impact of the traffic that you drive to your website form social media. Are you able to deliver engagement or even leads and sales.

Test out times of day or days of week to post to determine the best response. Posting at 2am Sunday vs 9am Monday will have very different outcomes!

If you are not sure what to post, follow the HP social handles (Click) and repost the relevant quality content we provide.

A/B test content and hone what works and what doesn’t

Drive actionAlways link your content to your website or location of purchase or lead and integrate into your content a call to take an action such as purchase.

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05 TRACK, REVIEW, AND REALIGN

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LEVERAGE DASHBOARDS AND TOOLS

• Every social media platform offers you insights related to your account’s performance, leverage and learn form that.

• Consider investing in third-party tools like HootSuiteand RivalIQ to understand how you are faring on key factors. Find more solutions here

• Try to measure reach, frequency and exposure to your target audience. Also measure the engagement such as shares, likes, comments or other in-platform actions.

• With each post, learn what worked and what didn’t and hone an refine you content calendars basis your previous experience and results.

MEASUREMENT

• Click here for HP Social Media Analytics Guide Toolkit

• Click here for HP Social Media Analytics Guide Toolkit

• Click here for HP Social Media Monitoring Guide Toolkit

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QUICK CHECKLIST

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• Create your social media accounts with the same nomenclature so users can find you easily across platforms

• Have unique content and optimum publishing schedule to avoid spamming users

• Ensure you also respond to users and interact with other accounts rather than just publishing to drive high engagement and user satisfaction

GET STARTED TODAY

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• All your FAQs answered in one place– https://moz.com/beginners-guide-to-social-media

• Multiple free templates rolled into one link

– https://blog.hootsuite.com/social-media-templates/

• The A to Z of social media terms relevant in 2021– https://blog.hootsuite.com/social-media-definitions/

ADDITIONAL RESOURCES

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AND FINALLY…JUST START WALKING AND LEARN TO RUN

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