Social Media Strategy Manual

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Rudolph Jordan
5 years ago
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1 Social Media Strategy Manual Moss Motors Brand 1

2 TABLE OF CONTENTS OVERVIEW: SOCIAL MEDIA & BRAND 3 SOCIAL MEDIA DAILY/WEEKLY/MONTHLY UPDATES 4 SOCIAL MEDIA PROCEDURES, POLICY & ETIQUETTE 7 Moss Motors Brand 2

3 OVERVIEW: SOCIAL MEDIA & BRAND MOSS MOTORING FACEBOOK TWITTER YOUTUBE INSTAGRAM PINTEREST It begins with knowing what story you want to tell. Everything else will follow. Kevin Content Marketing World 1. B R A N D CREATE A STORY PEOPLE WANT TO CONTINUE TELLING. WHO ARE WE AND WHY SHOULD PEOPLE FOLLOW US? MORE IMPORTANTLY, HOW DO OUR CUSTOMERS PERCEIVE US? HOW CAN WE CHANNEL AND NURTURE THAT PERCEPTION? 2. C O N T E N T CONTENT MUST BE CONSTANT, CRUCIAL, AND COLLABORATIVE. USERS ARE ALWAYS CONNECTED, AND BROWSING FOR THE MOST INTERESTING THING THAT THEY CAN COMMUNICATE WITH. WE MUST PROVIDE THAT. 3. E N G A G E M E N T SOCIAL MEDIA IS FIRST AND FOREMOST A MODE OF COMMUNICATION AND CONNECTION. OUR GOAL IS TO CREATE RELATIONSHIPS WITH MORE PEOPLE IN ORDER TO SUSTAIN OUR BRAND. Moss Motors Brand 3

4 SOCIAL MEDIA DAILY/WEEKLY/MONTHLY UPDATES This plan includes the tactical objectives to be used to accomplish two primary goals of social media 1. Increase unique traffic to Moss Motors 2. Convert anonymous traffic to known visitors, and ultimately customers, by promoting our brand through premium content provided to visitors from social media sites via free content. Moss Motoring Update Weekly Increase recognition o Create weekly content o Example: 3 number of posts per week M-W-Tr o Add RSS button Increase engagement o Increase length of engagement o i.e. Encourage comments, forum pages, etc. Number of posts Audience growth unique and returns Bounce rate Conversions Subscribers Inbound links SEO Improvements Facebook Update daily Short term objectives Facebook fan Page o Provide engaging content to subscribers o Encourage interaction and conversation o Also, participate in other relevant groups # of Likes Friends on Social Networks Moss Motors Brand 4

5 Twitter Update daily/weekly Promote Moss Motoring posts through corporate account Communicate support issues from social media to support team, ensure follow-up Build reputation Promote other social networking activities/sites through Twitter Friends/Followers Velocity avg. of first-and second-order followers attracted per day since the account was established Social Capital influence of twitter followers Centralization how much influence (reach) is invested in a small number of followers Youtube Update monthly Update videos on social video sites and link to core site o Youtube o Facebook o Twitter Create video series for Youtube Referrals from social video sites Views of videos on social sites Pages ranking on key terms from Youtube Instagram Update daily/weekly Encourage employees to share any interesting and marketing relevant photos from social marketing or sales events Take pictures of any relevant marketing events Utilize Social Hub to share images with link back to blog and core site Referrals from photo sharing sites Views of photos on social sites Pages ranking on key terms from photo sharing sites Moss Motors Brand 5

6 Pinterest Update weekly Increase product and brand awareness by pinning relevant pins to appropriate boards Increase site traffic through pins Follow and be followed by users with similar interests Number of Followers Referrals from Pinterest page Number of Impressions and Pins Moss Motors Brand 6

SOCIAL MEDIA PROCEDURES, POLICY & ETIQUETTE Moss Motoring USE SPECIFIC AND CONSICE SEO EVERYTIME o Change Meta title and description if original headline is too vague ALWAYS INCLUDE LARGE, HIGH-RES

7 SOCIAL MEDIA PROCEDURES, POLICY & ETIQUETTE Moss Motoring USE SPECIFIC AND CONSICE SEO EVERYTIME o Change Meta title and description if original headline is too vague ALWAYS INCLUDE LARGE, HIGH-RES FEATURED IMAGE WHEN INSERTING IMAGES TO POST, MUST BE HIGH RES, LARGE, AND CENTERED APPROVE RELEVANT COMMENTS AND REPLY WHEN APPROPRIATE Facebook RESPOND TO COMMENTS, ENGAGE SUBSCRIBERS, AND BUILD REPUTATION NEVER DELETE A COMMENT OR COMPLAINT. RESPOND OR NOTIFY THAT YOU WILL PM WITH MORE DETAILS WHEN APPROPRIATE INCLUDE PHOTOS AS OFTEN AS POSSIBLE, GIVE CREDIT TO PHOTOGRAPHER WHEN ABLE TO Twitter USE HASHTAGS: #MossMotoring, #MotoringChallenge, #MossSocial when appropriate OTHER GENERAL HASHTAGS TO USE: #Miata, #MX5, #BritishSportsCar, #TechTips, #TR4A, ETC TWEET NOT ONLY PRODUCT AND PROMOTIONAL CONTENT, BUT ALSO CONTENT THAT MAY BE INTERESTING OR RELEVANT TO FOLLOWERS: ENGAGE IN CONVERSATION AND REPLY IN A TIMELY FASHION WHEN POSSIBLE INCLUDE PHOTOS AS OFTEN AS POSSIBLE, GIVE CREDIT TO PHOTOGRAPHER WHEN ABLE TO Moss Motors Brand 7

8 YouTube USE SPECIFIC TITLE (Include How To ) WITH RELEVANT PART NUMBERS PLACE IN RELEVANT CATEGORY RESPOND TO COMMENTS AND QUESTIONS THAT ARE RELEVANT TO VIDEO Pinterest PIN PRODUCTS, MOSS MOTORING ARTICLES, AND MOSS MOTORING CHALLENGE PHOTOS ON APPROPRIATE BOARDS PIN PRODUCTS DIRECTLY FROM SITE AND INCLUDE CONCISE BUT CATCHY COPY IN DESCRIPTION, ALONG WITH RELEVANT HASHTAGS, i.e. #AustinHealey, #gifts, etc WHEN RE-PINNING YOU CAN ADD ORIGINAL DESCRIPTION, BUT NOT NECESSARY FOLLOW RELEVANT BOARDS AND USERS Moss Motors Brand 8

Sample Social Media Tactical Plan

Sample Social Media Tactical Plan This plan includes the tactical objectives to be used to accomplish two primary goals of social media: 1. increase unique traffic to X.com and 2. convert anonymous traffic