Social Media Strategy and Tactics - Setting your goals, defining objectives, understanding your strategy and being clear about your tactics are all important steps to creating your social media plan. This presentation is part 1 of a 2 part series that was presented by Todd Wright from threesides for ACT Digital Enterprise.

1. Social Media
Strategy + Tactics (Part 1)

2. About this presentation
This presentation was originally presented as a
face to face 2 hour training workshop as part of the
ACT Digital Enterprise Training workshop series.
The session was presented by Todd
Wright from Threesides Marketing in
Canberra.

3. www.threesides.com.au
www.Facebook.com/threesides
www.Twitter.com/threesides
www.slideshare.net/threesides
www.pinterest.com/threesidespins

4. We help these businesses with their
social media marketing:
Old Bus Depot Markets
National Parks NSW – Wild about Whales
Lantern Apartments Thredbo
Cooleman Court Shopping Centre – A Mirvac Property
Campus Living Villages
Sportsmans Warehouse
Deeks Health Foods
Michael Milton
Capital Region Farmers Market
The RUC
(and more…)

5. Your Name, your
business and when
was the last time you
used Social Media
for business
purposes? (Hours ago,
Days, Weeks?)

6. Overview
1. Where does strategy fit
2. Social media plan
3. Goals, Strategies, Objectives, Tactics
4. Audiences
5. Resources
6. Evaluation
7. How to succeed and how to fail…

7. Where does SOCIAL fit in
your digital marketing?

8. Online
marketing
Strategy
Website
Exposure /
Listings
Links /
connections
Search
Engines
SEO/SEM
Conversion
/ Sales
Direct
marketing
Resources /
People
Social
Media

9. Social media is all about
people (right?)

10. So…without a plan
the people (them and
us) won’t know what
we’re doing.

11. Where does
strategy fit?

13. The difference between
strategy and tactics:
strategy is done above the
shoulders, tactics are
done below the shoulders
http://www.web-strategist.com/blog/2013/01/14/the-difference-
between-strategy-and-tactics/

14. Goals
Strategies
Objectives
Tactics

15. The terminology
What?
Goals High Level Achievement –
Broad outcomes
Strategies The collection of
approaches you will take
Objectives Measurable steps to
achieve the strategy
Tactics Specific actions / tools
you will use

18. Overall purpose of social media
Awareness?
Sales?
Customer service?
Research?
Loyalty and retention?

19. The simpler the better
• "Improve customer loyalty"
• "Grow our market share."
• "Make our brand a word of mouth success
story."
Goals

20. 1. Awareness / Advertising
2. Networking
3. Customer service
4. Education (for yourself)
5. Education (for your
potential
clients/customers)
6. Market research
7. Competitive research
8. Advocacy
9. Create expert status
10. Entertainment
11. Grow your list/fill your
funnel
12. Attract media attention
Example Goal content

21. The collection of approaches you will take to
achieve your goal.
They are Verbs: create, hire, develop, launch,
implement
Need a mix of Low, Medium, High engagement
activities
Strategies

22. S.M.A.R.TObjectives

23. Increase Followers by _____%
Increase Traffic to Website from Social Media
Platforms by ______ %
Increase Online Engagement (comments/
mentions/ retweets) by ________%
Increase Brand Awareness – number of new
platforms/ updated profiles _______
Sample Objectives

24. Goals
The goals for whole-of-Library external activity are:
Primary
– Generate public awareness of services, collections and activities.
– Manage the Library’s reputation and strengthen our brand.
– Build relationships through engagement with the community.
Opportunistic
– Research and user insight
– Customer/client support
– Collection building.
– Community engagement eg co-creation of Trove tags
– Build staff digital skills.
– Foster knowledge sharing eg the web archiving blog.
It is assumed that these will serve as case examples for the development of goals for niche /
specialised social media activity undertaken in other parts of the Library.
NLA Social Media Strategy

25. Objectives
The objectives for the whole-of-Library activity are
• To increase use of National Library services and collections
• To enhance and preserve our reputation through quality
activity
• To be seen to be active in the social media space with its
broad user base
• To increase engagement with online audiences
• To solicit feedback in order to improve our services.
We will make progress towards meeting these objectives over
time and as resourcing permits.
NLA Social Media Strategy

26. The detail and activities of what you are actually
going to do.
• Create a content plan
• 3 weekly posts on facebook about agreed
topics
• Use Sprout social each day to check posts
Tactics

27. Finding and
building your
Audience

28. “It’s not about the
number of followers
you have, it’s what
you do with them that
counts”

29. STEP 1: Start with the end in mind
> What will success look like?
STEP 2: Profile your audience
> Who are they, what do they look like, what
do they like, what do they want from you?
Audience Building 101

30. STEP 3: Identify the influencers
> Look for influential individuals who will
help get the word out.
> What will be your members’ motivation for
engaging with you online?
> How will you deliver the message –
photo, video, comments, links?
Audience Building 101

31. Types of social media users
1. Fans. These participants like your product or firm. They’re
willing to show their association with your organization.
2. Information seekers. These social media participants are
focused on finding out more about your products and
organization.
3. Discount hunters. These are the price savvy shoppers.
They associate with you on social media only to get access
to discounts and promotions.
4. Thought leaders. When these social media participants
communicate, others listen. They tend to have influential
blogs and large numbers of followers.
5. Detractors. These people have issues with your firm and
want others to know it. Often they’ve tried other routes to get
their grievances addressed.

32. 1.People
2.Time
3.Dollars
4.Tools
Resources

33. Where to spend $$ in Social media
• Ads / Promoted posts
• Account setup / customisation
• Custom Pages / Third Party app costs
• Planning and strategy
• Training
• Community Management
• Developing content – photo / video
• Website integration
• Competitions
• Reporting tools and analysis

34. Managing &
Evaluating

36. www.sproutsocial.com

37. Why plans fail
1. No monitoring.
2. No specific goals.
3. No understanding of where your audience engages on social
media.
4. No content beyond one-way promotional blasts.
5. No optimisation for search.
6. No supporting advertising.
7. No management engagement.
8. No integration with the rest of your marketing.
9. No dedicated staff.
10. No budget.
11. No way to track results.

38. Social media planning – TO DO LIST
1. Define the purpose
2. Have clear goals
3. Outline your strategy
4. Set objectives
5. Identify the audience
6. Confirm resources
7. Set your evaluation measures

39. www.actdigitalenterprise.com.au
www.threesides.com.au
www.Facebook.com/threesides
www.Twitter.com/threesides
www.slideshare.net/threesides
www.pinterest.com/threesidespins
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