SOCIAL MEDIA STRATEGIC

DEVELOPMENT

Technoprise Creative Innovators Limited

Mr. Chris Kalecha
Developing Strategies and Choosing Tactics
– Which social media tools should deliver the
campaign’s content, and how best to link them
with the selected social media platforms
– Who will participate in the conversation on
behalf of the company
– How to make it easy for potential customers to
locate and participate in the conversation

2
 Creating Content
• SMS content is a two-way street
• In order for SMS to succeed, the content of
its messages must engage the target
audience in the conversation
• Content Strategic – Creating and
distributing relevant and targeted material
to attract and engage an audience, with the
goal of driving them to a desired action

3
 Creating Content
• Content for an effective SMS campaign has:
– A strong brand focus
– A focus on the audience rather than the
organization
– Targeted keywords
– Relevant information
– Share worthy text and images

4
 Creating Content
– Invitations to generate content via posts, shares,
discussions, reviews, or other forms of dialogue
with the organization as well as with fellow
customers
– Promotions that offer discounts, gifts, or other
special deals in exchange for participation

5
 Implementing the Plan
• SMS plan requires a timeline for
implementation
• Marketers may decide to create separate
schedules for the rollout onto each social
media platform
• SMS plan builds in a specified time period
for engaging with the public, and offering
special promotions

6
 Implementing the Plan
• Timeline includes managing, monitoring,
and measuring the success of the effort
• Experts recommend that marketers refrain
from scheduling content more than a week
away because:
– Information can change
– Consumer responses may shift
– Events might occur that would change the
content

7
 Rules of Engagement for Social Strategic
• Follow rules and guidelines
• Use social media channels as they were
intended
• Think before posting—or deleting

8
 Monitoring, Measuring, and Managing the SMS
Campaign
• Social media monitoring – Process of
tracking, measuring, and evaluating a firm’s
social media Strategic initiatives
• Social media analytics – Tools that help
marketers trace, measure, and interpret
data related to social media Strategic
initiatives

9
 Monitoring, Measuring, and Managing the SMS
Campaign
• Monitoring and measuring help marketers
understand what their customers need and
want, ultimately making adjustments to SMS
or product offerings to satisfy those
customers
• Marketers select monitoring tools based on
the needs of their own firms

10
 Monitoring, Measuring, and Managing the SMS
Campaign
• Firms calculate the return on investment
of their social media Strategic initiatives,
using:
– Reach – The percentage of people in a target
market who are exposed to the Strategic effort
at least once
– Frequency – The number of times an individual
is exposed to the Strategic material during the
campaign

11
 Monitoring, Measuring, and Managing the SMS
Campaign
• Expenses are weighed against savings
• Effective monitoring gives marketers a clearer
picture of an organization’s influence via social
media
• Measuring the success of a social media
Strategic plan includes such factors as:
• Share of voice
• Awareness of the company or brand
• Level of engagement by the targeted audience

12
Monitoring, Measuring, and Managing the SMS
Campaign
– Influence created
– Popularity among target audience members

13
Figure 4.4 - Social Media
Measuring

14
 Managing
• Managing a social media Strategic campaign
or a company’s overall social media efforts
requires skill, expertise, and understanding
of the company’s:
– Brand
– Competitors
– Social media environment

15
 Managing
• This means:
– Maintaining a grasp on the success or failure of
previous strategies, knowledge of the benefits
and drawbacks of the different social media
platforms and tools, and an ability to interpret
data without losing sight of the overall goal
– Being flexible enough to change tactics when
necessary to avert or minimize a crisis

16
 Ethical and Legal Issues
• Social media marketers face ethical and
legal issues, such as:
– Privacy
– Accountability
• Well-written social media policies are:
– Consistent with a firm’s organizational culture
and values
– Explain why employees should take certain
steps or actions or avoid them

17
 Ethical and Legal Issues
• Broad enough to cover the major points, but brief
enough to fit onto two pages
• Linked to other relevant company policies and
guidelines
• Postings, ads, comments, and even images
come under intense scrutiny and must be
checked for:
• Accuracy
• Fair and realistic claims or promises
• Balance and objectivity

18
 Ethical and Legal Issues
– Potential for misinterpretation
• Marketers must:
– Not distribute any personal information
without consent
– Be vigilant about confidentiality
• When mistakes happen, smart social media
marketers:
– Take action to solve the problem or resolve the
issue

19
 Ethical and Legal Issues
– Acknowledge the problem and take
responsibility for it
– Communicate with the right people, via the
most relevant channels
– Promise to take steps necessary to correct the
situation
– Implement the agreed-upon changes or make
other concessions
– Evaluate ways to avoid similar problems in the
future

20
Aligning Social Goals to
Business Goals

Business Goals Social Goals

Brand Awareness Reach

Thought Leadership Consumption

Word of Mouth Shares, Retweets

Leads Actions

Sales Conversion
Establish SMART Social Media
Goals
Input your social media goals on the next slide

Pro Tips

● Make your goals specific, measurable, attainable, relevant and time based
● Avoid goals that focus just on vanity metrics like Likes and Followers
● Align goals with department and overall business’ sales, marketing and
productivity goals
<Your Company’s> Social Media
Goals
My social media goals are:
1. Goal #1:

1. Goal #2:

1. Goal #2:
Audit Your Social Presence
Inventory all profiles representing your company on the next slide

Pro Tip

● Search and note all official and unofficial pages representing your company including fan
pages, rogue employee accounts and poser accounts
Audit of <Your Company’s>
Social Presence
Social
Follow Last Activity
Media URL Action
ers Date
Sites
Survey Your Target Audience
Tally results about your audience on the next slide

Pro Tips

● Distribute audience surveys in-store, via email and on social media

● Consider offering an incentive for completion of the survey like a discount
Survey of <Your Company’s>
Target Audience

# of Avera % % % on % on
% on % on
Respond ge Mal Fema Facebo Twitt
LinkedIn Other
ents Age e le ok er
Know Your Competition
Investigate what your company’s competition is doing on social media
and track observations on the next slide

Pro Tips

● Compare your competitors’ social footprint and content against yours

● Look at what type of content they are creating and sharing, how often and what
influencers they are interacting with
Know Your Competition
Competit Social Strength Weakness Content That
or Profiles s es Resonates
Take Action Post Audit
Make recommendations to optimize your company’s social presence on
the next slide

Pro Tips

● Report poser accounts

● Delete pages that have become overrun with spam
Social Audit Learnings

1. I will consider consolidating the following accounts to simplify our

social presence:

1. The gaps in our social presence based on audience survey and

competitor analysis are:

1. Key takeaways learned from competition that I can apply to our

company are:
Develop Your Content Strategy
Determine content mix and posting cadence on the next two slides

Pro Tips Use the social media content rule of thirds:

○ ⅓ of content promotes business and converts audience
○ ⅓ of content shares ideas and stories from thought leaders
○ ⅓ is original brand content
• Download editorial calendar template and social media content calendar template
to assist your planning HERE
Develop <Your Company’s>
Content Strategy
1. The type of original content that we will create and post is:

1. The type of content we will share is:

1. We will post to the following channels this frequently:

X channels / X times a day
Develop <Your Company’s>
Content Strategy
4. The different audiences that we need to tailor content to are:

5. My editorial calendar that maps out our content release schedule

is here: Add Link

6. My social media content calendar that maps out our promotion

plan is here: Add Link
Measure Your Progress
Use analytics tools to see how your content is performing and track
on the next slide

Pro Tips

● Align your analytics back to your goals

● Examine data that measures progress towards reaching your goals
● Use the following go-to tools: Hootsuite Analytics (advanced analytics & custom
reports), Facebook Insights & Google Analytics (who, when and how many
people are viewing and interacting)
<Your Company’s> Progress

Social Top Lowest

Media Performing Performing Action Required
Channel Content Content
Refine Your Strategy
Complete the questions/statements on the next two slides to help you
optimize your strategy
 •Developing a Media Advocacy Action
Plan
What Needs to Be Done?
•Starting a media advocacy action plan can seem overwhelming.
There are many elements to consider and a significant amount of
activities you could potentially conduct. As such, your starting
point should be the advocacy plan for the overall campaign, to
ensure that your objectives and strategies are unified. The GHAI
tool "Setting Policy Priorities: A 3-Step Process" can help you
and your partners define your campaign’s policy objective.
•With the advocacy plan as a starting point, you should then:
<Your Company’s> Learnings

1. What worked well?

1. What didn’t work well?

<Your Company’s> Learnings

3. Our new goals for the next period/quarter are:

Goal #1:
Goal #2:
Goal #2:

4. Changes we will make to our strategy based on learnings are:

What Needs to Be Done?
Starting a media advocacy action plan can seem overwhelming. There are many
elements to consider and a significant amount of activities you could potentially
conduct. As such, your starting point should be the advocacy plan for the overall
campaign, to ensure that your objectives and strategies are unified. The GHAI tool
"Setting Policy Priorities: A 3-Step Process" can help you and your partners define
your campaign’s policy objective.
With the advocacy plan as a starting point, you should then: