16. Sample Strategy
Goal
Get 100 alumni to
buy tickets for the
charity dinner at the
end of the month.
Insight
Alumni association is
hosting a networking
event next week and
also has access to
1000+ members
across social media.
Strategy
Sponsor alumni
networking event and
include regular
messaging via social
media as part of deal.
17. Four Core Stages to Building And
Running A Digital Strategy
Planning
CreationActualisation
Evaluation
19. Creation
Planning campaign
elements based
upon previous
analysis
Creating key
performance
indicators per
channel and
estimating
expected return
per channel
Design and build
of campaign
elements /
channels
Planning and
establishing
actualisation
routes,
communication
flows and
expectations
32. Measuring Social Media
REACH
• Visits/Views
• Followers/Fans
ENGAGEMENT
• Likes/Retweets
• Comments
ACTION
• Downloads
• Sign-Ups
33. Review
• No excuse for not developing digital strategy
• Strategy: A plan for obtaining a goal based on
the information at hand
• 4 core stages to building strategy: 1) Evaluation
2) Planning 3) Actualisation 4) Creation
• Digital strategy essentials: Content calendar,
cloud computing, project management suite,
inventory, playbook, channel mix, social policy,
education
57. Review
• Next steps: 1) Build an ark 2) Listen &
compare 3) What’s the point 4) Measure
success metrics 5) Analyze your audiences 6)
How will you be human? 7) What’s your one
thing 8) Create a channel plan
• Future of digital: Simple, immediate, social,
integrated, personalized
58. In conclusion, when it comes to
digital strategy, employ the
boldness and improvisation of
Gandalf. But temper that with the
meticulousness and caution of…
How to develop a social media strategy from the ground-upHow to measure and optimize social mediaHow to develop content calendars, playbooks and systemsHow to avoid social media pitfalls
No one person or department should ‘own’ social media strategy in your organization. Create a cross functional team that develops strategy, impelements tactics and manages social.
Social media can be used to help attain a variety of busienss objectives. But the best social media strategies are those that focus (at least initially) on a more narrow rationale for social. What do you primarily want to use social for? Awareness? Sales? Loyalty and retention? Pick one.
How will you act like a person, not an entity?
How will your organization appeal to the heart of your audience, rather than the head? Disney isn’t about movies, it’s about magic. Apple isn’t about technology, it’s about innovation. What are you about?
