1. #SocialRoi
Discussion on Social Media Strategy
Beatrice Whelan
SAGE
@beatricewhelan
Peter Bodkin
TheJournal.ie
@peter_bodkin
Connor Keppel
Phorest
@Con_Keppel
with
@gregfrysocial

2. Social Media Strategy
with
@gregfrysocial

3. About Me
An International Social Media trainer who
delivers regular Social Media, Social
Customer Service and Social Business
Strategy training and workshops.
I believe that, in order to make social
media work for your business – you must
identify the correct social media goals for
your business, define and refine your
strategic social media, plan and tactics,
create outstanding content and make sure
that everything you do is measurable.
Clients include: Ulster Bank, Microsoft,
Fáilte Ireland, UPC, Abbott Labs, Symantec
and Coca Cola Hellenic.

4. Agenda
• Social Media Introduction
• What is a Strategy?
• Client/Customer Personas
• Social Media Listening
• Goals & Objectives
• Social Media Tactics
• Content Strategy
• Social Advertising
• Google & Social Analytics
• Budgeting
• Measure & Refine
• Mespil’s 10 Steps to Social Media ROI

5. IBM – Get It
https://youtu.be/JgBEPVT5e-4

6. Introduction

7. Social Media Introduction
“Tools and Technologies
that faciliate conversations
online”
Social Media is a place to
listen, engage and even
collaborate with customers,
prospective customers and
influencers online.

8. Video Revolution
According to Cisco by 2017. 70% of consumer
internet traffic will be video.

9. Video Revolution
Razorsocial.com/periscope

10. Think Mobile

11. Future Trends Happening Now
• Video continues to
evolve
• Unique “Rich”
content becomes
vital
• Social Advertising
becomes more
powerful
• “Private” Social
Networks thrive
• The Age of Advocacy
arrives

12. Act Fast

13. What is a Strategy?

14. What is a Social Media Strategy?
A social media plan
that maps out the
actions needed in
order to achieve
your business goals.

15. Strategy Introduction
h$p://www.smar-nsights.com/guides/managing-­‐digital-­‐marke-ng-­‐2015/

16. Why you need a Strategy?
• Align with Business Goals
• Have a clear Social Media
path
• Increase effectiveness
• Helps employees and key
stakeholders buy in to your
plan
• Make it easier to measure
your ROI

17. Business areas that Social Media can be used for
• Tech Support
• Customer Service
• Sales
• Marketing
• Research
• HR/Recruitment
• Intranet/Internal
Communications

18. Develop Client Personas

19. What are Personas?
Buyer personas help you
define and target the right
people, in the right places, at
the right times with the right
messages.
When you know your target
audience’s age, occupation,
income, interests, pains,
problems, obstacles, habits,
likes, dislikes, motivations
and objections, then it’s
easier and cheaper to target
them on social or any other
media.

20. What are Personas?
https://youtu.be/FF-tKLISfPE
.
A Good Social
Media Strategy
starts with the
Customer/Client
not with the
Company

21. Persona Questions
Some of the types of questions include:
• What is the business role of your persona?
• What are their business goals and objectives?
• What is their business and what industry are they in?
• What is the size of the company and app. turnover?
• How is their job measured?
• What tools do they use to get their job done?
• Who reports into your persona? Who does your
persona report into?
• What are their duties and responsibilities?
• What are their greatest business challenges?
• What are their hobbies and interests?
• What is important to them in their personal life?

22. Benefits of Personas
Tip – Don’t assume you know your clients and customers.
Use Survey Monkey to ask them what is important to them.

23. Benefits of Personas
!
Salesforce Pardot created real life
sized buyer personas and placed
them throughout their marketing
office. This allowed them to
understand their ideal buyers. The
personas had nametags, company
profiles, post-it notes covered in
buyer pain points, geography
information, and more.
Their goal was to place these buyer
personas where our marketing and
sales teams would see them and
reminder them who they are selling
to, and how they can help
prospective customers overcome the
obstacles they face on a daily basis.

24. Keep Staff Connected

25. Social Media Listening

26. Social Media Listening
Identifying and assessing what
is being said about your
company, your staff, your
products or services, your
brand and even your industry
on the Internet.
It is important to remember
that many conversations
taking place online will not be
directed at you. You will have
to find them.

27. Why Listen?
• What do customers really
want?
• What do customer think of
you?
• Who are the influencers and
advocates online?
• Where are the hanging out?
• What interests them?
• What are your competitors
doing?

28. Select the Right Listening Tool

29. Select the Right Listening Tool
http://www.socialmention.com/advanced_search

30. Facebook Search

31. Facebook Search

32. Facebook Search

33. Twitter Search

34. Avaya - Social Listening
In less than maybe 15 minutes, Avaya had seen tweet and responded. ‘We have
some highly trained techs who can help you understand your needs best and
help you make an objective decision. Give me a call.’
13 days later, they closed a $250,000 sale.
At the same time, the new customer’s follow-up Tweet went out: “…we have
selected AVAYA as our new phone system. Excited by the technology and
benefits…”
On average they respond to 60-70% of industry related queries on Twitter and
100% of all queries directed at them.

35. Research Competition
• What Social Media platforms are they on?
• What is their online Community like?
• How often are they posting?
• What types of content are they using?
• What are they doing well?
• What are they not doing well?
• What tone are they using?
• Who are the influencers and advocates engaging with
them?

36. Research Competition
Download Mespil academy template

37. QuickSprout
Quicksprout.com

38. QuickSprout
Quicksprout.com

39. Identify Influencers & Advocates

40. Identify Influencers & Advocates

41. Identify Influencers & Advocates
http://bit.ly/ChromeKlout
Klout.com

42. Identify Influencers & Advocates
Nod3x.com

43. Buzzsumo.com
Identify Influencers & Advocates

44. Buzzsumo.com
Identify Influencers & Advocates

45. What’s Trending?
Buzzsumo.com

46. How to Engage with
Influencers & Advocates?
• Reference them and
even massage their
egos
• Create content that
interests them
• Engage with them. Ask
them questions.
• Collaborate with them.
Get them involved in
your Social Media
creation

47. How to Engage with
Influencers & Advocates?

48. How Dell engaged with Cy Jervis

49. @Ireland
Set up and run by
IrishCentral.com the
@Ireland Twitter account
rotates each week with a
new voice introduced every
Monday morning.
As the Ireland of today is
not confined to the island of
Ireland, the varied voices of
@Ireland come from Ireland
and across the world.

50. Go the Extra Mile

51. Goals & Objectives

52. Defining your Social Media Goals
Choose two primary goals and two secondary goals to focus on.

53. Defining your Social Media Goals
• What exactly do you want to
achieve from your Social
Media Efforts?
• You may want to create
multiple goals, but beware
they may require multiple
Social Media plans.
• e.g. Brand Awareness, Sales,
Customer Service, Product
Research.

54. Add SMART Objectives to your Goals
• Specific
• Measureable
• Attainable
• Realistic
• Time-bound

55. Who in the Company needs to be Social?
Define Roles:
• Sales team
• Customer service team
• Recruiting team
• Marketing team
• Management team
• Technical team
• IT team
NB. Relevant people will need support, guidance and training.

56. Tools that may help
• Zendesk
• Intercom
• Basecamp
• ActiveCollab
• Podio
• Yammer
• Hootsuite
• Agrorapulse
• Sproutsocial

57. Select Channels & Devise Tactics
• What Channels are right for your company?
• Why are they right?
• Don’t forget to look at niche and lesser known Social Networks.

58. Alternative Social Networks
Researchgate.com

59. What are Tactics?
A tactic is a conceptual action.
Social media tactics are the
actions we take online that
help us achieve a specific
objective or goal.
A tactic is implemented as one
or more tasks.
Most Goals will require
multiple Social Media tactics

60. What are your Tactics?
• Use images and GIFs on Twitter.
• Add links near the beginning of
your updates.
• Use relevant trending hashtags.
• Post updates when your fans/
followers are most likely to see
them.
• Tag and mention influencers and
advocates in updates.
• Generate user generated
content.
• Test, test, test and tweak.

61. Setting the Right KPIs
• Size of online community
• No of fans
• Engagement rate
• Online mentions
• Visits to website
• E-book downloads
• Email subscribers
• Web enquiries
• Online Referrals
• Sales

62. How will you Measure your KPIs?

63. Content Marketing

64. Content Marketing Stats
• Marketers who have prioritised blogging are 13x more
likely to enjoy positive ROI.
(HubSpot State of Inbound, 2014)
• Articles with images get 94% more views than those
without. (NewsCred)
• B2B companies that blog generate 67% more leads
than those without blogs. (Social Fresh)
• Blogging increases web traffic by 55% for brands.
(Rocket Post)
• 62% of marketers use video in their content marketing.
(NewsCred)
• 73% of consumers get frustrated by irrelevant web
content. (Source: HubSpot)

65. What is Content Marketing?
“Content marketing is a
strategic marketing app
roach focused on
creating and
distributing valuable,
relevant, and
consistent content to
attract and retain a
clearly-defined audience
— and, ultimately, to
drive profitable
customer action”
- Content Marking
Institute

66. What’s your Content Plan?
Remember – People don’t share a post just because they see it the news
feed.
They share it because it’s useful and interesting to them.
• What is the purpose of your social
media activity?
• Who exactly do you want to “Like” Your
Page, Follow you on Twitter etc.?
• What content would they find valuable?
• What platforms will I post content on.
• How often will you post?
• Do I have a Content Calendar?

67. Types of Content
• Blogs
• Social Media text updates
• Photos
• GIFs
• Audio
• Video
• Live Streams

68. Content Ideas
• Infographics
• Short
Videos
• Podcast
• Case
studies
• E-­‐Books
• Link
Round
Ups
• Visual
content
• Guides/
How-­‐to
posts
• Product
reviews
• Interviews

69. Types of Content
IBM’s content strategy works because they take complex
messages and present them in a simple, relatable way.
https://youtu.be/966h40ncs6E

70. Editorial Calendar
• Variety is the key
• Structure
• Don’t be overly rigid, you
may need to tweak.
• Make notes on what works
and what does not
• Make sure you review
scheduled content and make
sure it is still appropriate.
• Change your plan if
opportunities arise.

71. Rustic Stone Seize an Opportunity

72. Editorial Calendar
Download the Mespil Academy Content Calendar

73. Visual Tip

74. Krafty Content
Kraft’s content generates
around 1.1bn impressions a
year and four times better
return on investment (ROI)
than advertising.
Take your most popular
tweets and Facebook posts,
or the ones you feel most
passionately about, and use
them to develop blog posts.
Kraftrecipes.com

75. GoPro
Link content back to other
places.
For example, GoPro asks
Instagram community to
upload their own videos and
see longer content on their
own dedicated video site.
gopro.com/channel

76. #AskGaryVee

77. Cindy King Round Up Posts

78. Allign yourself with
Experts & Influencers

79. Mercedes and Periscope

80. AIB – Customer Service

81. Crowd Source Content
#ThruTheQ

82. ESB ecar – Ambassadors

83. My Starbucks Idea
mystarbucksidea.com

84. #icebucketchallenge
A Social
Media
game
changer!

85. SlideShare.Net
mystarbucksidea.com

86. Be Real in your videos
http://youtu.be/vZcDjcaSHvc?t=1m4s

87. Instagram Coupon?
http://bit.ly/instagramcoupons

88. Social Advertising

89. Social Advertising
• Social Advertising delivers ads
to your exact target audience,
at the right time and on the
platform they are hanging out.
• As consumers we no longer
need to look for products.
Products are finding us.
• Examples of Social Advertising –
Facebook Ads, LinkedIn Ads,
Twitter Ads and YouTube ads.
Watch out for Instagram Ads
and Promoted Pins.

90. Social Advertising
Different types:
- Sponsored Updates
- Display ads
- Video ads
- Lead Generation ads

91. Social Advertising
Different types of targeting:
- Remarketing Ads
- Geo-Targeted Ads
- List Ads
- Targeted Ads
(Interest & Competitor Targeting Ads)
- Lookalike Ads

92. Social Advertising
Tips and tricks:
• Split test your ads
• Be super targeted with
your ads
• Where possible add “call
to action buttons” to your
ad.
• Measure and tweak in real
time

93. Social Advertising Tools
h$ps://upcastsocial.com/

94. Social Advertising example
Spend money to
make money.
$4,526.29 on
Facebook Ads to
generate 496
leads and $5.8K
in recurring
monthly revenue.
!

95. Unpublished Posts on Facebook
What are the Advantages?
1. They don't appear on your
Timeline so you can create
several versions of them for
split testing purposes.
2. You can add more text on an
unpublished post than a
normal post.
3. You have more scheduling
control over your ad when it
runs in the Power Editor.

96. Unpublished Posts on Facebook
1. You can only access Power
Editor through Google
Chrome. Access in Ads
Manager or
go to
www.facebook.com/
powereditor
2. Create your ad and set an
objective. Select the page you
want to create your
unpublished post for. Select
“Existing Post” and click the +
button. Now create and save
your unpublished post.
3. Make sure you select the right
targeting options, budget and
schedule.

97. Promote Posts Directly from Hootsuite

98. Track Ad Conversions
Use
Conversion
Tracking
A
Facebook
conversion
pixel
is
a
snippet
of
code
provided
by
Facebook.
The
code
is
placed
on
a
specific
web
page.
When
a
user
visits
the
page,
it
triggers
the
pixel
and
counts
conversions.
You
can
create
different
pixels
for
different
ac-ons.
Tip
–
You
can
generate
a
unique
conversion
pixel
for
different
ads
when
using
Power
Editor.

99. Track Ad Conversions
Tip – Assign a value to each conversion to measure your Advertising ROI.
{'value':'5.50','currency':'EUR'}]);

100. Track Ad Conversions
If you have a Wordpress site you will love this plugin.
https://wordpress.org/plugins/facebook-conversion-pixel/

101. Facebook Custom Audiences
Custom Audiences: Use custom audiences to reach a more targeted
audience – e.g. upload your email address and target those people with
Facebook ads OR retarget to people who have been on your website

102. Remarketing is Powerful
Awareness
Interest
Desire
Ac-on
Conversion rate = 5%
95
%
Drop
out
remarke-ng

103. Facebook Custom Audiences
Custom Audiences: Upload a list of emails or mobile numbers
and create ad campaigns targeting their Facebook accounts.

104. Facebook Custom Audiences
Custom Audiences: “Remarket” ads to people who have visited your website.

105. Lookalike Audience Lists

106. Create and Save Targeted Lists

107. Data doesn’t lie

108. The Role of Analytics
• What to measure and
look for?
• Tools to measure –
Facebook Insights,
Twitter Analytics,
Iconosquare, Pinterest
Analytics, Google
Analytics.
h$ps://blog.bufferapp.com/social-­‐media-­‐analy-cs-­‐tools

109. Don’t be scared of Data – Basic Terms
• Sessions:
The
number
of
-mes
people
have
viewed
your
site
(used
to
be
called
‘visits’)
• Users:
The
number
of
people
(new
or
returning)
that
have
visted
your
site.
• Page
View:
The
number
of
pages
a
visitor
views
whilst
on
your
site.
• Bounce
Rate:
The
number
of
users
who
visit
only
one
page
of
your
website
and
then
leave.

110. Look at your web data weekly

111. Is Social Working?

112. Great Wordpress Plaugin for Google Analytics
h$ps://wordpress.org/plugins/google-­‐analy-cs-­‐for-­‐wordpress/

113. Facebook Insights
• See what day of the week and
even the time of the day when
your fans look at your posts.
• Are the right people “liking” your
page?
• What posts are interesting people
the most?
• What tabs are people looking at?
• Now Real time insights. See what
is happening on your page now.

114. Facebook Insights
http://www.razorsocial.com/facebook-analytics-reference-guide/

115. Facebook Insights

116. Facebook Insights

117. Facebook Insights

118. Twitter Analytics
http://www.razorsocial.com/twitter-analytics-guide/

119. SumAll
Sumall.com
Insights and Reports for all your Social Media
Accounts. Paid and free options.

120. Agorapulse.com
http://barometer.agorapulse.com/
Insights and Reports for all your Social Media
Accounts. Paid and free options.

121. SimplyMeasured
http://simplymeasured.com/free-social-media-tools/

122. Set your Budget

123. Start Small
and
Scale Up.
Setting your Budget

124. Setting your Budget
Factor in all your costs:
In order to have an effective Social Media
Strategy you must have an agreed budget.
6 Key Factors to consider:
1. Social Advertising spend.
2. Equipment – Digital cameras, smartphones
etc.
3. Digital media costs (Blog hosting, Content,
Creatives).
4. People Costs (Internal or External).
5. Social Media Tools and software. Eg.
Listening, Scheduling, Measuring tools and
video editing software.
6. Crisis management fund.

125. Measure & Tweak

126. Measure and Tweak
• Be brave enough to listen
to the data and ditch what
does not work.
• A Social Media strategy will
constantly evolve. There is
no end point.
• Review your activity
regularly. Set and stick to a
schedule.

127. 10 Strategic Steps to ROI

128. Mespil’s 10 Steps to ROI
1. Align with existing business goals
2. Set Objectives
3. Identify Ideal customers, Advocates
and Influencers
4. Research Competition
5. Select channels and develop tactics
6. Create a Content Marketing Plan
7. Set and Plan for Social Ads
8. Set Budget
9. Assign Roles and Take Action
10. Measure and Refine

129. Questions & Answers