Social Media Strategy & Analytics PAULINE RANDALL FLORIZEL MEDIA LTD

Transcription

1 Social Media Strategy & Analytics PAULINE RANDALL FLORIZEL MEDIA LTD

2 Housekeeping v Course timing v Fire alarms and fire exits v Toilets v Break for coffee, tea and phones v WiFi access v Downloading course slides

3 Introductions v Who you are v What your business does (or will do!) v Anything in particular that you re looking to get from today s course

4 This course will cover: vperforming a social media audit with our sample companies Gathering data Analysing activity Using this information to develop a strategy vdeveloping a strategy vcontent strategy vengagement and influencers vreviewing your strategy

5 Social Media Audit

6 The companies in our landscape v v v v

7 Our companies

8 Start with the website v What do you think of the site? v Does it look engaging? v Are there links to social media? v Are there options to share content on social media? v Is the content good enough to share?

9 Follow the links to their social channels vhow many likes/followers do they have? vcheck recent posts how frequently do they post? vis it just their content or do they share other accounts content? vdo they respond to people? vhow much engagement is there? Likes Comments Shares

10 Get an overview of their activity vhow does this compare to yours? vwhat can you learn from the content that they post what seems to work? vwhat type of posts are they making text, links, photos, video vwhich of these works the best? vwhat is their engagement like? Do they like comments or do they respond? What tone of voice do they use?

11 Which channel? vwhich channel seems to be the most effective? vare they using different channels in different ways perhaps speaking to separate audiences? vdo they have accounts on some channels which are just gathering dust? videntify which channel appears to be their main focus

12 A review of our businesses Taking a look at the activity of our chosen businesses via our analytics software

13 Developing a strategy

14 Have you changed your mind? vin terms of: The channel(s) you use? Your primary channel? The type of content you are posting?

15 Seven key steps 1. Goals 2. Objectives 3. Customers 4. Competitors 5. Messages 6. Channels 7. Content

16 1. Goals vwhat do you want to achieve by using social media? Increased sales? Better brand awareness? Leads? Customer support? Crowdsource ideas? vit s better to start with a tighter focus than to try and do it all. vdo one thing well rather than everything badly

17 2. Objectives vset measurable targets so that you know how well it s working vmeasuring likes or followers is good but doesn t always tell the whole story vif you want to increase traffic to your website then check visitor numbers and time spent on site

18 3. Customers vtalk to your existing customers where are they online? Does this match your research? vwhat are they talking about? vwhat do they want to know? vdefine your demographic if your target market is females, 25-34, then there is no point targeting everyone between 16 and 65 vbuild up a clear persona for your target market you may have more than one of these in the end. For more information about marketing personas click here.

19 4. Competitors vgo back to your audit Where they are operating online? What are they doing well? What are they doing badly? What can you learn from their activity?

20 5. Messages vwhat are the top two or three things that you want to get over about your business? Personal service Custom products Quality Speed Locality Special features vthis is not about your detailed content strategy that comes later

21 6. One channel or them all? vhave you got different target audiences for different channels? vhow will this affect your content strategy? vare you planning to post the same content to every channel? vdon t be tempted to use more channels that you have resources for

22 7. Content Strategy CONTENT STRATEGY REFERS TO THE PLANNING, DEVELOPMENT, AND MANAGEMENT OF CONTENT WRITTEN OR IN OTHER MEDIA. REF: WIKIPEDIA

23 Fast guide to content strategy vwrite down everything you can think of about your business (large piece of paper recommended) vorganise it into topics What would work for a blog article Quick tips list What s new How to Special offers Events we will be attending etc. vput it into a calendar (spreadsheet, wall planner or whatever works for you)

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25 Example topic work surfaces vwhat sort of work surface should I choose? vbenefits of Corian vhow do I remove a burn mark from a wooden surface? vdoes glass scratch easily? vwe ve got a brand new product coming in this weekend come and see it vspecial offer on solid wood surfaces this month vwhat exactly is Corian? vlatest colours and designs

26 Social media calendar Day Blog Facebook Twitter Notes Monday Tuesday Wednesday What exactly is Corian? Do you know about Corian? Read our blog We re at the Kitchen Fest this weekend come and see us New colours and designs. Photos Thursday Friday Saturday Sunday We ve got tickets to Kitchen Fest to give away message us if you d like one! Removing a burn mark. Video Corian explained. Link to blog

27 Engagement & Influencers

28 How to engage your audience v Ask questions v Respond to queries and comments v Like or favourite comments v Thank people v Join in conversations v Offer help (even if it s not directly related to your business) v Mention people (but don t be a nuisance)

29 Who is your influencer?

30 Engaging with influencers v Find accounts that are relevant to your audience and who engage on social media. If they never engage they won t be an influencer for you. v Follow them v Respond to them v Share their content v Build trust v It takes time and effort

31 Reviewing your Strategy

32 Keep checking vrerun your audit from time to time things change and so does your competitors activity vremember that Likes/Followers isn t a strong enough metric on its own vlook for engagement if you re not connecting with your audience you aren t getting the best from social vkeep a close eye on the analytics within the various social media channels vreview what you re doing do more of what works and less of what doesn t!

33 What next? v Meet with a Business Adviser v Attend other Business Gateway events event programmes are available v Use the Business Gateway Information Service call v Check out the Business Gateway Fife website at or find us on Facebook and Twitter. v Keep in touch call us on