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Copyright © 2013. Council of Residential Specialists. All rights reserved.
Your Social Media
Strategy Your 7-Step Plan for Success
Step 1: Assess Your Current Participation .............................................................................................. 2
Step 2: Determine Your Return on Engagement .................................................................................... 8
Step 3: Analyze Your Target Audience .................................................................................................. 10
Step 4: Set Goals and Define Your Tactics ............................................................................................ 12
Step 5: Create a Schedule ..................................................................................................................... 15
Step 6: Your Accountability Plan ........................................................................................................... 19
Step 7: Maintain and Adjust Your Strategy ........................................................................................... 21
Copyright © 2013. Council of Residential Specialists. All rights reserved.
Step 1: Assess Your Current Participation
1) Use the checklist below to answer the following questions about your current
social media activity.
Participation levels:
o If you have an account, how active are you?
o If not, why not? No time? No interest? Another reason?
o How many hours per week are you spending on this account/app?
What are your reasons for participating? Do you want to:
o Connect with friends and family?
o Connect with clients?
o Network and make new connections?
o Use to share your own photos, videos, or articles?
o Curate content to share across your other platforms?
o Keep updated on news?
o Other
What kind of content do you post?
o Text updates, photos, videos, links, online reviews, testimonials?
o Is it mostly personal, mostly business, or a good mix of both?
Facebook – Personal Participation level
High
Moderate
Low
None
If no account, why not?
Hours per week:
Reasons for participating
Family/ friends
Clients
Network
Share my content
Curate content
News source
Other:
Types of posts
Text
Photos
Videos
Links
Reviews
Testimonials
Personal
Business
Equal mix
Copyright © 2013. Council of Residential Specialists. All rights reserved.
Facebook – Business Participation level
High
Moderate
Low
None
If no account, why not?
Hours per week:
Reasons for participating
Family/ friends
Clients
Network
Share my content
Curate content
News source
Other:
Types of posts
Text
Photos
Videos
Links
Reviews
Testimonials
Personal
Business
Equal mix
Twitter Participation level
High
Moderate
Low
None
If no account, why not?
Hours per week:
Reasons for participating
Family/ friends
Clients
Network
Share my content
Curate content
News source
Other:
Types of posts
Text
Photos
Videos
Links
Reviews
Testimonials
Personal
Business
Equal mix
Google+ Participation level
High
Moderate
Low
None
If no account, why not?
Hours per week:
Reasons for participating
Family/ friends
Clients
Network
Share my content
Curate content
News source
Other:
Types of posts
Text
Photos
Videos
Links
Reviews
Testimonials
Personal
Business
Equal mix
Copyright © 2013. Council of Residential Specialists. All rights reserved.
LinkedIn Participation level
High
Moderate
Low
None
If no account, why not?
Hours per week:
Reasons for participating
Family/ friends
Clients
Network
Share my content
Curate content
News source
Other:
Types of posts
Text
Photos
Videos
Links
Reviews
Testimonials
Personal
Business
Equal mix
YouTube Participation level
High
Moderate
Low
None
If no account, why not?
Hours per week:
Reasons for participating
Family/ friends
Clients
Network
Share my content
Curate content
News source
Other:
Types of videos
Video tours
Education videos
Community
Reviews
Personal
Business
Equal mix
Pinterest Participation level
High
Moderate
Low
None
If no account, why not?
Hours per week:
Reasons for participating
Family/ friends
Clients
Network
Share my content
Curate content
News source
Other:
Types of pins Interior
decorating
Outdoor design
Other real estate
Community
Personal
Business
Equal mix
Copyright © 2013. Council of Residential Specialists. All rights reserved.
Yelp Participation level
High
Moderate
Low
None
If no account, why not?
Hours per week:
Reasons for participating
Family/ friends
Clients
Network
Share my content
Curate content
News source
Other:
Types of posts
Reviews from clients
Restaurant reviews
Community reviews
Profile information
Personal
Business
Equal mix
Foursquare Participation level
High
Moderate
Low
None
If no account, why not?
Hours per week:
Reasons for participating
Family/ friends
Clients
Network
Share my content
Curate content
News source
Other:
Types of check-ins
Tips
Restaurants
Community
Other
Personal
Business
Equal mix
Instagram Participation level
High
Moderate
Low
None
If no account, why not?
Hours per week:
Reasons for participating
Family/ friends
Clients
Network
Share my content
Curate content
News source
Other:
Types of posts
Photos
Videos
Description:
Personal
Business
Equal mix
Copyright © 2013. Council of Residential Specialists. All rights reserved.
Vine Participation level
High
Moderate
Low
None
If no account, why not?
Hours per week:
Reasons for participating
Family/ friends
Clients
Network
Share my content
Curate content
News source
Other:
Types of videos
Description:
Personal
Business
Equal mix
Other: Participation level
High
Moderate
Low
None
If no account, why not?
Hours per week:
Reasons for participating
Family/ friends
Clients
Network
Share my content
Curate content
News source
Other:
Types of posts
Description:
Personal
Business
Equal mix
Copyright © 2013. Council of Residential Specialists. All rights reserved.
2) For each of the following questions, check whether you feel you are currently
doing something effectively or whether you need to improve.
Very
effective Somewhat effective
Need to improve
Notes
I actively participate in conversations and listen to what
others have to say
I always acknowledge when
someone interacts with me online
I respond promptly to posts or
questions
I seek out ways to engage my followers
I create my own great content and effectively cross-promote it across
my platforms
I share valuable content from other experts and include my own insight
It’s easy for people to share my posts to their followers
I personalize messages on each site
rather than using auto-generated templates
I am careful not to over-
synchronize my accounts
I am the same professional person
online as I am offline
I take my online actions offline
through meetups, notes, etc.
3) If there any accounts you need to delete, do it now.
The site Just Delete Me can help.
Copyright © 2013. Council of Residential Specialists. All rights reserved.
Step 2: Determine Your Return on Engagement
In Step 1, you analyzed your current participation levels in social media.
Now, it’s time to take a look at your return on engagement. Answer the following
questions for each platform:
How much business has this platform brought you?
Based on the amount of time you spend on this platform (identified in Step
1), how satisfied are you with your return on investment?
Facebook – Personal Amount of business:
How satisfied are you? Very satisfied
Moderately satisfied
Not satisfied
Notes:
Facebook – Business Amount of business:
How satisfied are you? Very satisfied
Moderately satisfied
Not satisfied
Notes:
Twitter Amount of business:
How satisfied are you? Very satisfied
Moderately satisfied
Not satisfied
Notes:
Google+ Amount of business:
How satisfied are you? Very satisfied
Moderately satisfied
Not satisfied
Notes:
Copyright © 2013. Council of Residential Specialists. All rights reserved.
LinkedIn Amount of business:
How satisfied are you? Very satisfied
Moderately satisfied
Not satisfied
Notes:
YouTube Amount of business:
How satisfied are you? Very satisfied
Moderately satisfied
Not satisfied
Notes:
Pinterest Amount of business:
How satisfied are you? Very satisfied
Moderately satisfied
Not satisfied
Notes:
Yelp Amount of business:
How satisfied are you? Very satisfied
Moderately satisfied
Not satisfied
Notes:
Other: Amount of business:
How satisfied are you? Very satisfied
Moderately satisfied
Not satisfied
Notes:
Copyright © 2013. Council of Residential Specialists. All rights reserved.
Step 3: Analyze Your Target Audience
In Steps 1 and 2, you assessed your current levels of social media participation and
rated your return on engagement. Now it’s time to analyze your target market.
Identify your top 3 target groups you want to focus on. For each, write down:
Key demographics (e.g, age, race, technology usage, income levels, etc.)
Social media sites they may use
Potential topics you could post about that they might find interesting
The amount of business that comes from this group
Your level of satisfaction with the amount of business from this group
Target #1:
Key demographics:
Social media sites:
Potential topics:
Amount of business
from group:
Satisfaction with amount of business:
Very satisfied
Moderately satisfied
Not satisfied
Target #2:
Key demographics:
Social media sites:
Potential topics:
Amount of business from group:
Satisfaction with
amount of business:
Very satisfied
Moderately satisfied
Not satisfied
Copyright © 2013. Council of Residential Specialists. All rights reserved.
Target #3:
Key demographics:
Social media sites:
Potential topics:
Amount of business from group:
Satisfaction with
amount of business:
Very satisfied
Moderately satisfied
Not satisfied
Copyright © 2013. Council of Residential Specialists. All rights reserved.
Step 4: Set Goals and Define Your Tactics
Now that you have assessed your existing social media profiles, ranked your return
on engagement, and analyzed your target audience, it’s time to set your goals.
Important: This step is a 2-part process. In Part 1, you will complete the first 3
rows of the grid to set your goals and identify current and target performance.
Then, you will return to the course to complete Chapter 4. Afterwards, you will
complete Part 2 of the grid to identify your tactics and ways to measure success.
Part 1 – Set Goals
1) Use the goal setting grids on the next two pages to write down your business
goals. For example, do you want to:
Get more referrals or repeat business?
Gain new listings or sales in a specific area?
Motivate former clients to become property investors or vacation home
owners?
Grow the property management side of your real estate business?
Drive traffic to your website or grow your contact database?
Increase your speaking engagements by showcasing your expertise?
2) Next, write down your current performance and what your target is. Make sure
your target specific and measurable so you can determine your success.
Stop once you are finished with these two steps. You will define your tactics and
ways to measure success in Part 2 once you have completed Chapter 4.
Part 2 – Define Your Tactics
3) After completing Chapter 4, write down specific tactics for ways you can use
social media to help accomplish your goals, as well as the platforms you will use.
You will want to be very specific and detailed with your tactics.
As you complete this step, consider your results from Step 2, when you analyzed
your return on engagement, as well as the needs of your target audience, defined
in Step 3, to make sure you’re spending your time wisely.
4) Finally, write down how you will measure your success and how often.
Copyright © 2013. Council of Residential Specialists. All rights reserved.
Part 1
Goal:
Current:
Target:
Part 2
Tactics:
Platforms:
1)
1)
2)
2)
3)
3)
How I will measure success (include frequency):
As you work through this grid, you may also find it helpful to refer back to the goal-
setting examples from Brent and Sheila, which you downloaded in Chapter 3.
Copyright © 2013. Council of Residential Specialists. All rights reserved.
Part 1
Goal:
Current:
Target:
Part 2 Tactics:
Platforms:
1)
1)
2)
2)
3)
3)
How I will measure success (include frequency):
Assess Your Participation Levels
Now that you have set your goals and tactics, review your list of active accounts
from Step 1. If there are any that you will no longer be keeping up to date, delete
them now.
Copyright © 2013. Council of Residential Specialists. All rights reserved.
Step 5: Create a Schedule
Now that you’ve identified your goals and tactics in Step 4, it’s time to create your
weekly and daily schedules for updating your social media sites to help you meet the
goals you have defined in Step 4.
As you’re planning your schedules, you may find it helpful to refer back to the target
audiences you identified in Step 3 and your tactics from Step 4 to help you decide
what types of posts will be best for your audience.
On the next page, you’ll begin mapping out your weekly schedule, then you’ll
complete your daily schedule.
Points to Consider as You Schedule Your Participation:
Platforms: Which platforms will you use?
Interactions:
o What type and how many direct interactions with followers will you
have (e.g., liking, sharing, or commenting on others’ posts, or
responding to people who interact with you publicly and through
private messages)?
Content: What will you post? Will it be original or curated?
o Original content:
Storage: Where you will store it (e.g., your website, blog, a
spreadsheet on your computer, or another approach)?
How you will share it (e.g., a direct link to content on your
website/blog, a direct link to content not on your site, or posting
new content directly on your social media sites)?
Will you use a URL shortener like bit.ly to measure traffic?
o Curated content:
Where you will store URLs for curated content (e.g., a dedicated
folder on your computer, bookmarked links in your web
browser, a bookmarking website, an app, or another approach)?
How you will share it (links, photos, videos, articles)?
What reliable sources you can use to curate content?
Time:
o How much time you will dedicate to social media?
o How you will track and schedule new and curated content posts (e.g.,
a spreadsheet or document on your computer, an automation tool like
Hootsuite, or another approach)?
Copyright © 2013. Council of Residential Specialists. All rights reserved.
Weekly
Business Goals: Weekly Social Media Goals:
S Platforms:
Content Sources:
Interactions:
Time:
M Platforms:
Content Sources:
Interactions:
Time:
T Platforms:
Content Sources:
Interactions:
Time:
W Platforms:
Content Sources:
Interactions:
Time:
T Platforms:
Content Sources:
Interactions:
Time:
F Platforms:
Content Sources:
Interactions:
Time:
S Platforms:
Content Sources:
Interactions:
Time:
Copyright © 2013. Council of Residential Specialists. All rights reserved.
Daily
Now, it’s time to plan your daily social media activity. Use the following grid to
identify what actions you will take each morning, afternoon, and evening.
Be specific – map out exactly:
What you will aim to post (photos, videos, short blog posts, links, etc.)
What and how many direct interactions with followers you will have, whether
it’s liking, sharing, or commenting on others’ posts, responding to people who
interact with you publically and through private messages
How much minutes you will spend on each activity
Daily amount of time I will spend on social media:
Mornings What I will post: Include platform and type of content you will post
Time:
My interactions: Include type and number of interactions
Time:
Afternoons What I will post: Include platform and type of content you will post
Time:
My interactions: Include type and number of interactions
Time:
Evenings What I will post: Include platform and type of content you will post
Time:
My interactions: Include type and number of interactions
Time:
Copyright © 2013. Council of Residential Specialists. All rights reserved.
Schedule Ruthlessly
Now that you’ve defined your weekly and daily plans, open up your calendar and
schedule these in for the next year.
Re-evaluate your schedule quarterly and adjust your calendars as needed.
Copyright © 2013. Council of Residential Specialists. All rights reserved.
Step 6: Your Accountability Plan
Now, it’s time to set up your monitoring plan and identify sites that can help you
measure your engagement levels and progress toward your business goals.
1) Spend time exploring the features and functionality of the following tools to
determine which ones will be most useful to:
Monitor social media mentions of you and your business, as well as
Provide you with helpful analytics tools
Useful for
monitoring Useful for analytics
Notes
Google Alerts
Social Mention
Mention
Topsy
Social Searcher
TalkWalker
Twilert
Hootsuite
Sprout Social
Postling
Facebook Insights
Twitter Analytics
Google+ Analytics
Pinterest Analytics
Other
Copyright © 2013. Council of Residential Specialists. All rights reserved.
2) Set up alerts to monitor your information on the site(s) above you feel would be
most useful for monitoring. For example, you may find it helpful to monitor:
Your name and any variations of it, such as Tim Brown, Timothy Brown,
Tim J Brown, Timothy J Brown, Tim Jacob Brown, Timothy Jacob Brown
Your agency name
Your motto or slogan
Your social media handles
Competitor names
All of your websites and blog
Respond to alerts: Be proactive – review and respond to alerts on a daily basis.
3) Make a plan to monitor your analytics on a monthly or quarterly basis. Schedule
this into your calendar accordingly.
Copyright © 2013. Council of Residential Specialists. All rights reserved.
Step 7: Maintain and Adjust Your Strategy
For your social media strategy to be successful, you will need to dedicate time
monthly or quarterly to reviewing your strategy and making adjustments to optimize
your success.
1) Check your analytics: Dedicate time monthly or quarterly to checking
analytics from several of the sites you identified as having useful reports in
Step 6. What types of posts are engaging your audience the most? What do
you need to change to better support your goals?
2) Review your return on engagement identified in Step 2.
Are you satisfied with the amount of revenue as a result of your social media
efforts when compared to the amount of time you are putting in? If not,
what needs to change?
3) Review your goals and tactics identified in Step 4.
What’s working? What’s not? What can you adjust to allow social media to
better support your business goals?
4) Adjust your schedules (weekly and daily) defined in Step 5 according to
any tactics that need to change.