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Mastering Social Media Strategies “The 5D Module”
By Lewa Abukhait - Social Media Strategist @lewaabukhait
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“TO BE OR NOT TO BE”
Strategy ?
Plan ?
How
When
where
who
what
WHY
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Smart Insights 10
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Social Media Strategy is no longer a
“choice”
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Everybody has a Social
Media Strategy
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Strategise your moves, it is not about numbers
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You are playing against
MACHINES
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You distinguish yourself through Social Media Strategy
Eric Qualman
We dont have a choice whether we DO social media, the question is HOW WELL we do it
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“TO BE OR NOT TO BE”
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The 5D Module
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How confident that your organisation has Social Media Plan beyond next year?
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Do you believe that your top management are aware, engaged, informed with Social Media Strategy?
Is your Social Media activities linked to organisational goals?
88%
50%
67%Poor Strategic Planning Can Lead to Failure
@lewaabukhait
Social Media Audit
Snapshot of where the organisation stands in its social media capacity and performance.
Shows key areas of success as well as areas that require improvement.
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Analysis of CompetitorsYou can find information on your competitors on their public social media profiles.
Identify and measure competitors’ social activities in comparison to your own.
Where to find information on your competitors:
• Corporate blogs.
• Facebook company page.
• LinkedIn company page and groups.
• Twitter account.
• Google+ circles.
• Google, Bing, and Yahoo searches for ads
• Interaction on all social media presences.
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Define%Goals%
What Social Media Platforms ?
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Define%Goals%
Define%Goals%
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Define%Goals%
Current goal: “Increase Brand Health Index on social platforms”
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Define%Goals%
This goal is not very specific, so change it to: “Increase our Brand Health Index through targeted social campaigns on Facebook and Twitter.”
Current goal: “Increase our Brand Health Index through targeted social campaigns on Facebook and Twitter.”
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Define%Goals%
There is no metric to measure in the goal, so change it to: “Increase our Brand Health Index through targeted social campaigns on Facebook and Twitter by 15%.”
Current goal: “Increase our Brand Health Index through targeted social campaigns on Facebook and Twitter by 15%.”
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Define%Goals%
This goal is not very attainable, so change it to: “Increase our Brand Health Index through targeted social campaigns on Facebook and Twitter by 5% on monthly average.”
Current goal: “Increase our Brand Health Index through targeted social campaigns on Facebook and Twitter by 5% on monthly average.”
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Define%Goals%
This goal may not seem realistic, so change it to: “Maintain monthly increase in our Brand Health Index on the average of 3-5%”
Current goal: “Maintain monthly increase in our Brand Health Index on the average of 3-5%”
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Define%Goals%
There is no time frame for this goal, so change it to: “Maintain monthly increase in our Brand Health Index on the average of 3-5% in Q1/2017”
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Design'Plans'
STP Process Segmentation
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Design'Plans'
Goals
Need
Response
STP Process Segmentation
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Design'Plans'
STP Process Targeting
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Design'Plans'
Undifferentiated
Concentrated Multi-segment
STP Process Targeting
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Design'Plans'
• target'all'segments'with'a'single'marke0ng'strategy'• use'broadly'appealing'messages'Undifferen0ated'
• focus'on'a'single'segment'• a'segment'where'your'organiza0on'has'a'compelling'value'proposi0on'or'• you'have'a'small'budget'
Concentrated'
• if'you'have'two'or'more'well>defined'market'segments'that'require'different'strategies'
• ensure'you'have'the'proper'resources'Mul0>segment'
STP Process Targeting
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Design'Plans'
Pla$orm( Goal:(Improved(SEO(
Goal:(Increase(Site(Traffic(
Goal:(Increase(Brand(Awareness(
Goal:(Customer(Engagement(
Facebook( Moderate( Good( Good( Good(
Twi1er( Moderate( Good( Good( Good(
LinkedIn( Moderate( Poor( Good( Moderate(
YouTube( Good( Moderate( Good( Good(
Pinterest( Moderate( Good( Good( Poor(
Instagram( Poor( Poor( Good( Poor(
STP Process Positioning
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Design'Plans'
Differen'ate*your*products*and*services*from*your*compe''on!
Factors*• Current*product*percep'on*• Percep'on*of*similar*products*• Compe''ve*landscape*• Pricing*• Brand*awareness.*• Brand*loyalty*
Posi'on*the*product*so*it*meets*needs*and*desires*of*
selected*segment*
Design your plans based on your perceptions and the perceptions of your customers
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Develop'Content'
True CONTENT is KING, nonetheless CREATIVITY is THE QUEEN.
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“TO BE OR NOT TO BE”
Lewa Abukhait
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Develop'Content'
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https://medium.com/@Amged/7-strategies-to-get-more-mentions-on-twitter-why-Develop'Content'
Mention your friend and win
Use emojis
The GIF/Screenshot Technique
Creating Content
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Develop'Content'
Quality
CostTimeIn-house (Hire)
In-house (Train)Outsource
Creating Type
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Develop'Content'
Type% Pros% Cons% Cau.ons%
Original( Original(content(that(is(very(relevant(to(your(social(media(audience.(
Content(needs(to(be(created,(which(takes(:me(and(talent.(
Original(content(is(well(received,(but(you(have(to(post(frequently.(Consider(other(op:ons(if(you(can’t(maintain(quality(or(frequency.(
Curated(internal(
Easy(to(use(because(it’s(already(created.(
Content(may(not(address(your(audience(well,(and(may(be(out(of(date.(It(may(need(addi:onal(work.(
Tell(the(internal(content(owners(what(you(are(planning.(Get(approval(to(use((the(content.(
Curated(external(
Easy(to(use(because(it’s(relevant(and(already(created.(
May(not(get(the(same(trac:on(as(original(content.(
You(need(to(verify(content(can(be(reused(under(fair(use(laws(or(get(permission(from(copyright(holders.(
Social Media is all about ENGAGING with your audience
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Develop'Content'
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Develop'Content'
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Develop'Content'
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Develop'Content'
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Develop'Content'
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Develop'Content'
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Efficient(Social(Media(Prac1ces(
Social(Media(Editorial(Calendar(
Create(Ac1on(Plans(
Campaign(Management(So8ware(
Social(Media(Management(
Tool(
• Reduces(wasted(,me(and(easier(to(repeat(tasks.(• Ensure(quality(is(maintained.(• Train(new(team(members.(
Cri,cal(to(efficiency.(
• Focus(on(things(provide(most(value(to(audience(• Review(documenta,on(and(incorporate(changes(Time(to(complete(each(task.(
• Map(out(resources(required(to(create(and(perform(other(social(media(ac,vi,es(
• streamline(processes(to(maximize(efficiency(
Can(be(as(simple(as(stepEbyEstep(documents(
• limited(amount(of(,me(and(budget(• Include(ac,on(plans(and(social(media(editorial(calendars(
Must(be(easy(to(update(with(lessons(learned(
• Eliminate(resources(or(ac,vi,es(that(do(not(add(value(from(the(customer’s(perspec,ve(
• Poll(your(audience(aIer(social(media(campaigns(to(get(direct(feedback(
Allows(all(team(members(to(plan(and(schedule(,me(
appropriately(
Documentation
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Efficient(Social(Media(Prac1ces(
Social(Media(Editorial(Calendar(
Create(Ac1on(Plans(
Campaign(Management(So8ware(
Social(Media(Management(
Tool(
Consistency What, Where, When
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Efficient(Social(Media(Prac1ces(
Social(Media(Editorial(Calendar(
Create(Ac1on(Plans(
Campaign(Management(So8ware(
Social(Media(Management(
Tool(
The devil is in the DETAILSDetail'the'following:'
The'steps'that'need'to'occur.'
The'amount'of'8me'needed'to'complete'the'steps.'
The'resources'needed'to'carry'out'the'changes.'
The'person'responsible'for'carrying'out'the'ac8ons'for'the'step.'
The'date'by'which'the'steps'must'be'completed.'
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Efficient(Social(Media(Prac1ces(
Social(Media(Editorial(Calendar(
Create(Ac1on(Plans(
Campaign(Management(So8ware(
Social(Media(Management(
Tool(
The devil is in the DETAILSA"en%on:( When(planning(content,(include(%me(to(monitor(and(
respond(to(comments(about(content(that(is(posted.(
Account(for(%me(to(post(announcements(about(content.(
Review(completed(ac%on(plans(for(effort(requirements.(
A@er(the(plan(is(executed,(note(any(process(improvements(required.(
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Efficient(Social(Media(Prac1ces(
Social(Media(Editorial(Calendar(
Create(Ac1on(Plans(
Campaign(Management(So8ware(
Social(Media(Management(
Tool(
Automation is ConvenientPost
SchedulingAuto
Responses
Make%sure%your%social%media%interac2on%is%not%limited%to%automated%ac2vi2es.%
Monitor%all%content%posted%through%automa2on.%
Respond%to%all%comments%and%feedback.%%%
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Efficient(Social(Media(Prac1ces(
Social(Media(Editorial(Calendar(
Create(Ac1on(Plans(
Campaign(Management(So8ware(
Social(Media(Management(
Tool( It is no longer luxury.. it is necessityhttps://blog.dashburst.com/best-social-media-management-tools/
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Efficient(Social(Media(Prac1ces(
Social(Media(Editorial(Calendar(
Create(Ac1on(Plans(
Campaign(Management(So8ware(
Social(Media(Management(
Tool(
! Research services online to help decide which platform is best.
! Evaluate how well the service schedules content to be posted.
! Evaluate how deep into the network they can post.
! Evaluate uploading, posting, and integrating multimedia content.
! Evaluate support for automated replies and posting.
! Evaluate how they handle post tagging.
! Evaluate the geo-targeting or other targeting options available.
! Evaluate what platforms they can monitor.
! Evaluate advanced analytics support.
! Evaluate support for multiple accounts.
! Evaluate support multiple users, and collaboration and workflows.
! Verify dashboards are easy to use and customizable.
! Verify analytics offered are as good as those available for free.
! Evaluate if they show analytics data about similar companies and competitors.
! Evaluate third-party CRM and analytics integration.
! Evaluate mobile device support.
! Check on availability of free trials.
! Don’t limit your social media interaction to automated posts.
! User a dashboard to monitor social media metrics.
! Look for a solution that will measure all KPIs
Thair Soukar
Social Media Agencies can be your NAVIGATION TOOL, they should never be in
THE DRIVER seat
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“TO BE OR NOT TO BE”
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Simon Kemp
Measure what really COUNTS, not what you CAN COUNT
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“TO BE OR NOT TO BE”Deliver'ROI'
Establishing a Baseline for Metrics
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Deliver'ROI'
Existing SM Presence
New SM Presence
Social Audit
Industrial Metrics
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! SumAll: Performs social, to e-commerce, to analytics comparisons.
! TrueSocialMetrics: Provides multiple views, analysis, competitive
intelligence, and industry comparisons.
! Socialbakers: Free stats for Facebook and LinkedIn, and paid
services for monitoring Facebook.
! Geckoboard: Allows you to create custom, visually compelling, real-
time dashboards.
! Simply Measured: Offers nice online and Excel-based reports, and
centralized access to data.
Deliver'ROI'
Performance Dashboard Options
Measuring the impact of Social Media
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Brand&Health&
Brand&Awareness&
Opera1onal&Improvement&
Customer&Experience&Improvement&
Innova1on&Through&Social&Media&Deliver'ROI'
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Deliver'ROI' 6 Tools For Twitter Sentiment Tracking
What% • How$people$talk,$feel,$and$act$toward$your$brand.%
How%• Sen-ment%Analysis%
• Conversion%Share%
Example%• Twi;er%Sen-ment%• Brand%men-ons%/%(Total%men-ons%of%brand%+%Compe-tors)%
Brand Health
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Deliver'ROI'
What%• Brand's%presence%across%social%media%channels%
How%• Conversa8on%rate.%• Amplifica8on%rate.%• Applause%rate.%
Example%• comments%or%replies%per%post%
• Content%Share%• Likes%
Brand Awareness
Brand Awareness
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Deliver'ROI'
Common%conversa,on%metrics%by%pla3orm:%• Blogs:%The%number%of%comments.%• Facebook:%The%number%of%comments.%• Google+:%The%number%of%comments.%• YouTube:%The%number%of%comments.%• LinkedIn:%The%number%of%comments.%• TwiFer:%The%number%of%@replies.%
Example%amplifica,on%rates:%• Blogs:%The%number%of%shares%per%post.%• Facebook:%The%number%of%shares%per%post.%• Google+:%The%number%of%shares%per%post.%• YouTube:%The%number%of%shares%per%video.%• LinkedIn:%The%number%of%shares%per%post.%• TwiFer:%The%number%of%retweets%per%tweet.%
Example%amplifica,on%rates:%• Blogs:%The%number%of%shares%per%post.%• Facebook:%The%number%of%shares%per%post.%• Google+:%The%number%of%shares%per%post.%• YouTube:%The%number%of%shares%per%video.%• LinkedIn:%The%number%of%shares%per%post.%• TwiFer:%The%number%of%retweets%per%tweet.%
Operations Improvement
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Deliver'ROI'
What%• Social%Media%impact%on%direct%opera3ons%
How%• Cost%saving%• Service%Improvement%
Example%• Savings in
Customer Support%
• Time to response
Customer Experience Improvement
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Deliver'ROI'
What%• Change%customer%through%good%online%experience%%
How%• establish%long%las9ng%rela9onship%with%customer%
Example% • Star9ng%a%conversa9on%
Customer Experience Improvement
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Deliver'ROI'
Time%to%first%response.%
Average%handling%5me.%
Total%#%of%serviceable%inquiries.%
%%of%inquiries%
managed%by%social%media.%
Cost%savings%on%call%
deflec5on.%
Posi5ve%feedback.%
Changes%in%sen5ment.%
Changes%in%customer%
sa5sfac5on.%
Flush%rate.%
Customer%sa5sfac5on%surveys.%
Innovation through Social Media
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Deliver'ROI'
What%• listen%to%social%media%and%review%comments%to%see%if%innova4ve%ideas%present%themselves%
How%• create%an%online%community%dedicated%to%innova4on%in%delivery%of%products%and%services%
Example% • Crowdsourcing%
Lewa AbukhaitSocial Media Strategist
@lewaabukhait
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Thank you