A road map for developing a successful social media strategy, planning for ongoing management of your campaigns and analyzing your efforts.

1. The digital agency.
Building Your Social Media Presence
Strategy, Management & Analysis
Prepared by Britton Shinn
Sr. Digital Strategist, D2 Creative
October 2013

2. Look before you leap.
Before you jump into Social Media Marketing,
here are a few simple principles you should
follow:
+ Develop an implementable strategy
+ Plan for ongoing management
+ Perform an analysisof your efforts

3. Social Media Marketing is
Content Marketing
“Content marketing is the creation of high-quality,
informative content that is distributed in an effort to
reach a company's target audience. The content can
relate directly to a brand's value proposition, relevant
industry issues, or broader topics that align with your
branding. The aim is to offer readers information that
will result in them viewing your company more favorably
or having a better understanding your brand identity.”
iMedia Connection – Jacqueline McDermott Lisk

4. Strategy

5. Strategy: Scope
+ Identify the business function for which you are
implementing a social media campaign
+ Properly implemented campaigns can be effective
for:
– Marketing
– Sales
– Customer service
– Research
– IT
– Human resources (recruiting)
– Executive management

6. Strategy: Needs
+ Determine your business’ needs
– Needs can be one or many - Fewer will be easier to
manage
– How will Social Media help address your needs? - Don’t
force it
+ Define your social media mission and purpose
– Think of this like you would an email newsletter or print
advertisement – You are doing it for a reason

7. Strategy: Goals
+ Develop clear goals for your social media
campaign: “Get feedback on our new product”
+ Identify 1 to 2 key performance indicators (KPIs)
to measure the success of each goal, like:
– The number of replies or comments – i.e., Conversation
– The size of your audience – i.e., Reach
– The number of shares of your content – i.e., Amplification
– Follower reaction to your content – i.e., Sentiment

8. Strategy: Objectives
+ Your objectives should be reasonable, obtainable
and measurable:
– Increase blog subscribers by 5% in 2 weeks
– Get 500 new Facebook fans in 2 months
– Receive 125 views of my new product video on YouTube in
a month

9. Strategy: Tactics
+ Know your “creative” limitations
– Do you have writers, designers?
+ Understand your administrative capabilities
– Staff resource availability
– Project a budget for your monthly efforts
+ Establish success metrics
– Click-throughs, downloads, purchases, sign-ups, etc.

10. Management

11. Management: Platforms
+ Determine which platforms are right for you
– Facebook, Twitter, Pinterest, YouTube
+ Consider that audiences behave differently on
different networks, as users may be:
– Active in the evenings
– More active on weekends
– Professionally focused
– Entertainment focused

12. Management: Content
+ Align content with your goals
+ What format(s) make the most sense?
– News & information, text only (easiest to produce)
– Photos (increases engagement likelihood)
– Video (preferred, most shareable, most $)

13. Management: Publishing
+ Identify tools to manage publishing, listening &
reporting:
– HootSuite
– Simply Measured
– Wildfire
– Socialbakers
+ Create an editorial/publishing schedule
– Don’t be afraid to supplement your schedule if the
“market” demands it

14. Management: Implementation
+ Assign responsibilities
– Strategic & creative direction
– Content development (publishing, discovery)
+ Build out social presence(s)
– Visual integration with your online presence
– Aligned with your brand/market positioning
+ Promote presence
– Develop incentives (aligned with goals) to encourage
engagement (e.g., exclusive access to new products)

15. Analysis

16. Analysis: Check-in
+ Review your KPIs
– Are you seeing any movement?
– Are they the right indicators of success?
+ Look at your metrics
– What is “working”?
• Review tactics by network
• Results may not be the same across different networks

17. Analysis: Review & Advise
+ Did you achieve your goals?
– Was it too easy?
+ Were your objectives difficult to measure?
– Did you see an impact on your business?
+ Can you repeat or scale your successes?
– Is infrastructure in place to support expansion?
+ Dump tactics that didn’t work, and don’t be
afraid to try something different

18. Tools

19. Important Questions: Ask them!
You may be risking valuable organization
resources if you can’t answer these questions:
+ What are we trying to accomplish?
+ How will we measure this effort?
+ Why are we using social media to do it?
+ Would other, less “popular” tactics be more
effective?

20. Who we are
D2 Creative is an independent digital agency that helps
organizations increase reach, influence, and
effectiveness through creative digital solutions.
Contact us to learn how we can help your organization achieve your goals.