Why Social Media Needs Strategy
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A presentation created for the yearly Leicester Tigers networking event to highlight the importance of strategy in social media marketing. Presented in association with www.tankpr.co.uk.
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Why Social Media Needs Strategy
- 1. Why Social Media Needs Strategy Nik Hewitt : Tank PR Ltd.
- 2. building strategy for social success Real people. Their intentions. Their stories.
- 3. building strategy for social success Deferrer Society Referrer Society
- 4. building strategy for social success
- 5. building strategy for social success
- 6. building strategy for social success
- 7. building strategy for social success Who is your audience?
- 8. building strategy for social success B2B LinkedIn, YouTube, Twitter… B2C Facebook, Google+, Twitter, Instagram, Pinterest, YouTube… 71% of online adults use Facebook. 19% use Twitter. 17% use Instagram. 21% use Pinterest. 22% use LinkedIn. 74% of women use social media. 62% of men.
- 9. building strategy for social success
- 10. building strategy for social success
- 11. building strategy for social success Goals Increase footfall, branding, product support, increase sales, find new clients, research the market, stimulate brand evangelists, grow house lists etc. Tactics Capture and engage, branding, creative outreach, topical monitoring, etc. Limitations Staffing, time, board-buy-in, finances, knowledge, equipment, etc. Assets Blog content, knowledgeable staff, photo/video content, events, competitions prizes, other PR, etc.
- 12. building strategy for social success What does success look like? Are you generating leads your sales team can react to? Increase in web traffic? Identification of brand advocates? Are you creating a buzz? Are you getting newsletter sign-up? Have you increased brand exposure? Are you serving an active community of existing customers? Brand exposure? Linked to goals
- 13. building strategy for social success Be of Value!
- 14. building strategy for social success What are you going to talk about? Helpful resources. Opinion. Polls. Behind the scenes imagery. Blog content. Aggregated industry news. Discounts. Reviews. Statistics. Press coverage. Historical imagery. Digestible data. Company charities. Games. Competitions. Interviews. Recommendations. Book summaries. Give aways. Day-in-the-life. Tips. Sweepstakes. Infographics. Video. Guest posts. Newsletters. Vine videos. Case studies. FAQ answers. Product development. Fan photos. Graphs. How-to guides. Research. Presentations. Testimonials. Quotes. Seasonal events. Tool recommendations. Affiliate and partner info. Conferences. Site tours. Questions. Image galleries. Staff news. Ask for advice. Mind maps. User-generated content. Colleague recommendations. Shared content. Expert opinion. Cheat sheets. Local stories. Comparisons. Predictions. Audio. Memes. Sneak peaks. Software. Coupons and money off codes. Free e-books. The weekly round up. Screencasts. Product support. Popular culture. Lists. Music. Links to customers. National news. Courses. Charts. Quizzes. Podcasts. Anecdotes. Illustrations. Work sheets. Ask for opinion. Flash sales. Humour. Mood boards. Q&A sessions. Awards news. Networking opportunities. Google+ Hangouts. Causes. Ratings. Product launches. Interviews. Employee bios… Plus (occasional) creative promotion of your products or services.
- 15. building strategy for social success
- 16. building strategy for social success
- 17. building strategy for social success What is Your Voice?
- 18. building strategy for social success How will we grow our communities? Social Advertising - how much are you spending on print ads right now? Promoting Sharing - competitions, tagging, sweepstakes, calls to action… Outreach - being the brand, listening and reacting, offering advice and knowledge, making relationships with influencers… Channel Placement - point of sale, email footers, packaging, website, documentation…
- 19. building strategy for social success
- 20. building strategy for social success What is your crisis procedure?
- 21. building strategy for social success Who will do the work? It takes TIME. 1 x Tweet = 10 minutes 1 x LinkedIn post = 15 minutes 1 x Facebook query = 15 minutes 1 x blog post = 2 hours+ 1 x original image = 15 minutes+ 1 x original 1 minute video = 1 day+ Do they know how to get the most bang for your buck?
- 22. building strategy for social success Sustainability Ongoing commitment Stimulus and Response Constant monitoring Commitment Customer service Capture. Listen. Engage. Evolve.
- 23. any questions? @TankPR @nikhewitt
Editor's Notes
- Any questions, give me a call on 01159 589840 or visit us at www.tankpr.co.uk.
- It’s not about you. It’s about them.
- Society has changed. We can’t broadcast anymore. We have to evolve. We have to support and nurture our customers. We have to be of value. Gone are the days when we consumed opinion and news, now it comes from our family, friends and the likes of trusted colleagues. This is the Information Age. If people want something – a product, and opinion, whatever – the just search for it or ask their peers. People are already talking about you and your business or products, whether you’re listening or not…
- There’s a lot of brands out there already, talking and sharing. Here’s some we’ve worked with in the past to create strategy for success. They all want to share their story and engage their audience. They want to create brand evangelists and get people to spread their message. There’s a space for companies of all sizes - if it’s done right - and sometimes the local coffee shop has a better chance of making it work than the biggest multi-national.
- People come to us and they say: “I need to be on Facebook” or “We need to be on LinkedIn” or “Our competition is on such-and-such a channel so we need to be on such-and-such a channel”. Do you? Do you really? Why? Unless you have a clear goal then you don’t know where you need to be. What do you want out of this? Just because every one else seems to be there, why do you think you need to be there? We have people who come to us who sometimes aren’t suited to social media at all… It might be that you need to conduct outreach on Twitter rather than have a static presence of LinkedIn. Without strategy, it’s just guess work.
- It’s a process, and strategy is a key step. Without strategy you’re just throwing stuff against the wall and seeing what sticks.
- If we have demographics of the people we want to talk to, then we can find the right channels on which to have a presence…
- Some basic numbers, but this doesn’t allow for ages, location, specific interests, etc. It’s true that certain channels work better for certain types of business, but it’s not written in stone…
- …and there's a social network for everyone. Your audience is out there.
- How we get to strategy…
- How we get to strategy…
- We’re not doing this for the good of our health. There’s a financial commitment. We have to know if it’s working…
- You need to identify your customers, even if you are B2B, and give them a reason to follow you. You need to give them content in a digestible format. You need to lead them through the sales process…
- What assets do you have already? What can you produce? What’s worth the effort? What does your audience want? What will appeal to them?
- ..or is a campaign the right way to go?
- Goals are measurable.
- Based on brand traits…
- We’re not doing this for the good of our health. There’s a financial commitment. We have to know if it’s working… If you build it, they won’t just turn up on their own.
- Why do people follow brands? - Special offers and deals. They’re a current customer. You’ve got entertaining content. A friend recommended them, directly or indirectly. Product support.
- Ahhh, the Alaska State Fair… What will you do if and when the time comes? And it will come…
- Who will do the work? Would you let a friend of a member of your family be you brand, online? Will you have to recruit? Will existing staff need training. We run regular training sessions for marketing teams, it’s impossible to keep on to of the curve if this isn’t your specialism. Most of our clients need AT LEAST 2 hours a day of specialist attention. And with growth comes great responsibility…
- Other things to consider…
- Any questions, give me a call on 01159 589840 or visit us at www.tankpr.co.uk.