Developing an Effective Social Media Strategy Finding what works for you
SESSION OVERVIEW IN TODAY S SESSION, WE WILL EXPLORE: How to develop a SMART social media strategy How to measure your success How to develop a content calendar How to align your company goals with your social media goals How to learn from your competition
What Are Your Goals? Why do you use social media? How do you use social media? What kinds of content are you sharing on social media?
Stats from StastisticBrain and each site
We are creating 2.5Quintillion bytes of data every day IBM
1.) Aligning Goals Business Goals Social Goals Brand Awareness Thought Leadership Word of Mouth Leads Sales Reach Consumption Shares, Likes, Retweets Actions Conversion
2.) Establish SMART Goals
Specific Who is involved with the goal? What do you want to accomplish with your actions? Where is the location of your activity? Start date? Completion date? Which requirements need to be considered or which obstacles do you need to overcome? Why do you want to accomplish the goal?
Example: I will audit our past year s content and the content of our competitor in order to determine what kinds of posts people responded well to.
Measurable Reach Engagement Conversions
Example: I want to increase my email list subscription by 25% month over month.
Achievable Start with an inventory Make sure you have everything you need Stretch yourself but keep it realistic
Example: I want to post 4 success stories a month on our Facebook page
Relevant and Results Focused Goals should be attainable but they should also be results driven. What good does posting more do you if you have no idea how effective the activity is at achieving your ultimate organizational objectives.
Example: By May 3 rd, I will create a Facebook ad that increases my email conversions by 10%.
Timely Goals always need to be time-specific so you can create reasonable benchmarks
Example: I will establish SMART goals for our upcoming digital media event by the end of the week.
3.) Inventory In order to begin setting good goals we first need to baseline our profiles. We need to know what channels we are on and what our metrics look like today.
Name URL Followers Last active date Activity Next Steps Cruz Shaw (facebook) Cruz Shaw (personal-facebook) Law Offices of Cruz Shaw https://www.facebook.com/vot ecruzshaw/ https://www.facebook.com/cru z.shaw https://www.facebook.com/th e-law-offices-of-william-cruz- Shaw-414672391931228/ 1900 8:00 AM 4/27/2017 Post about early voting day 4 1890 friends 1:00PM 4/26/2017 Shared an Instagram post about early voting Make sure fan page is easily distinguishable from personal account in order to cut down on mixed messaging. Make sure fan page and personal page are sharing complementary content. 22 never posted Make sure we check FB messages daily to ensure individuals are contacting the proper channel.
4.) Learn More About Your Audience Surveys CRM data Social media insights and analytics
Channel Age breakdown % Men % Women Additional Identifier Additional Identifier Facebook
5.) Monitor Similar Pages How do audiences compare? How are the markets similar? Different? Strengths and weaknesses Where can you capitalize?
Competitor Channel Strengths Weaknesses What s Working? What isn t? Alan Warrick Facebook Been in office for 2 years. Has high name id Seldom posts, doesn t respond to residents, fans are from all over the city, most can t or don t vote in district Posts about family and events Too many #s
6.) Document What You Learned What strategies do you need to consider based on your pages? Where are your gaps? Where are your strengths? Does your actual market align with the market you are looking for? What did you learn from your competition?
7.) Develop a Content Strategy When will you create your own content? What kind of content will you create when you do create your own? What kind of content will you regularly share? How will you drive individuals to your website? Where will you post? How frequently will you post? When will you post? Who will you target with each post?
8.) Measuring Success Google Analytics Social Media Insights Monthly tracking
Social Media Channel Top Performing Content Lowest Performing Content Action Required Facebook Third day of voting Connecting Mail Chimp to Facebook Use more pictures, post in the evening, and remove third party links.
9.) Refine and Test Again What worked well? What didn t? What are my new goals for the next month/ quarter? What will we change?
QUESTIONS & COMMENTS JOHN BURNAM PRINCIPAL AND CO-FOUNDER 210-289-2744 JOHN@BURNAMGRAY.COM