Developing Your Social Media Strategy

Social Media Strategy Have a documented plan Which social media venue Which element What will be done Who will do it How often Success Measurement 3

Model 1 Sell through social media Text Traffic Facebook Buy 4

Model 2 Generate traffic thru social media to Text web site to buy Traffic Social Media Link to web site Buy 5

Model 2 Preparation is key Do the cradle to grave for everything 6

Model 2 Facebook Web Site Landing Page Shopping cart Content /Offer developed to: - Drive traffic to site - Optimized for SEO Graphic design Branding Scannable Interactive Engaging Repeat offer Call to action Conversion Leverage Permission Viral Easy to use Upsell 7

Social Media? Social Media is another Option or Channel to assist in achieving your objectives 8

Social Media? When developing your strategy: Start with objectives, target markets and products/services Review all options to achieve your objectives fastest, easiest, cheapest Traditional channels Social media channels 9

Social Media Strategy Objectives Target Markets Traditional and Social Media Options Time Budget Products/Services Knowledge Strategic Plan 10

Social Networking Which venues decision comes after what needs to be done and why 11

Tools always change 12

Objectives Build a community of fans and followers that you can connect with on a regular basis through social media. Increase database Promote your business online. Advertise occasional specials and promotions. 13

Objectives Generate targeted traffic Sell more in the off season Decrease costs by providing customer service through social media. Increase exposure through videos. Improve the search engine positioning 14

Website Twitter LinkedIn Facebook 16

Website Blog 17

Target Markets Travel: Family Reunion Local Business Girlfriends International Leisure Golfer Multi-gen Group Spa School Team Senior Eco-tourist... 18

Products Services Hotel: Rooms, jr suites, suites, ocean view Weddings Conventions Meetings Packages Wedding, New Years Eve, Valentines 19

Products Services Hotel: Restaurant (s) Gift Cards Room Service Parking Golf... 20

Social Media Strategy Have a documented plan for each objective: Which social media venue 21

Social Media Strategy Have a documented plan. For each objective: Which social media venue Which element 24

Profile Page Advertising Groups Applications Marketplace Facebook

Profile Companies Advertising Jobs Groups Answers Applications LinkedIn

Social Media Strategy Have a documented plan. For each objective: Which social media venue Which element What will be done 27

Social Media Strategy Have a documented plan. For each objective: Which social media venue Which element What will be done Who will do it 36

Who will do it Don t assume Inhouse vs Outsource or both Separate business from personal Social Media Policies and Procedures 37

Social Media Strategy Have a documented plan. For each objective: Which social media venue Which element What will be done Who will do it How often 38

Social Media Strategy Have a documented plan. For each objective: Which social media venue Which element What will be done Who will do it How often Success 40

Know what Success looks like before you start

Social Media Strategy Have a documented plan. For each objective: Which social media venue Which element What will be done Who will do it How often Success Measurement 42

Social Media Strategy Monitor & Tweak Keep what works Add more For those that don t seem to work See if there s something missing Tweak Drop and replace

Social Media Strategy Have a documented plan. For each objective: Which social media venue Which element What will be done Who will do it How often Success Measurement 44

So let s try it Take an Objective Narrow it down for niche target market? for niche product? get as specific and narrow as you can

So let s try it Lets take a broad look at venues to achieve this objective Facebook? LinkedIn? YouTube? Twitter? Other?

So let s try it Okay.. let s narrow that down Facebook - Page? Ad? Group?App? LinkedIn - Profile? Ad? Jobs? Groups? Answers? Twitter - Profile? Tweets? Retweets? YouTube - Channel Profile? Videos? Tags?

So let s try it So what exactly will be the best tactics to achieve the objective taking time and money into consideration what has competition done? non-competitors done? options? how is it done offline? brainstorm

So let s try it Who is best to do this? time, expertise, cost How often will this be done? any day of the week better? timing?

So let s try it What would success look like quantify what will we measure do we have to tweak what we do to be able to measure? How will we measure social media metrics google analytics other???

So let s try it Next Objective Repeat steps

Developing Your Social Media Strategy