Transcript Formulating Your Social Media Strategy 12th

Social Media Strategy in 2017
Understanding how changes in media and digital marketing affect your business and how to use
this knowledge to devise an effective social media strategy.
Kristian Downer
07747116155
[email protected]
Send me a tweet @dowsocial using #positivenw
Tweet me @dowsocial #positivenw
About Me
Kristian Downer
Personal Background
• The Negotiated Degree in Strategy & Entrepreneurship
• Project Management in Pharma Tech for Clinical Trials
• Working In India
Why I Started DowSocial
• Rubbish at office politics
• Passionate about Football www.famouscfc.com
What Am I Passionate About Now
• Getting businesses to understand their customers “on the line”
• Creating online marketing strategies and training businesses and marketers
how to implement them.
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Meet My Target Audience
Small Business Owner/Manager
• 30 – retirement
• Hardworking, honest and passionate
• Sells to other businesses
• Wants to grow
• 1 – 5 people in the business
Marketing or Business Development Manager
• 25 – 55 years old
• Has decision making autonomy
• Serious about growing the business
• Alone or has support team
Marketing Assistants or Non Specialist Marketers
• 18 -65
• New or been volunteered to do the social media
• Needs strategic or knowledge support
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What Is Changing In 2017
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Video Is Going To Dominate
Social Media Presence More Like A Website
Chatbots and Social Messaging
LinkedIn UI is changing
Trust in Social Media content will be a challenge
Facebook for Work
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Barriers To Effective Social Media
The Digital Marketing Challenge
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Lack Of Integrated Marketing Strategy
Knowledge To Use Each Platform Effectively
Time To Post & Engage
Rapid Pace of Change
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Why Social Media Is Relevant
1) Open access to talk & learn about your audience
2) Demonstrate knowledge & expertise to new &
existing audiences
3) Improve your customer service
4) Build trust & relationships
5) Increase the online visibility of your business
Most of all its where your customers are active!
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Integrated Marketing Strategy
Social Media Is An Element To Your Marketing
It is not a replacement for traditional sales and marketing and should be
developed as an integrated part of an overall strategy
This is why social media is interchangeable with blogging, sales, direct marketing,
email marketing and web design in my vocabulary.
They are all linked!
Most Common Action Points From My Analysis
• Define your target audience & use marketing methods that fit their behaviours
• Create a user friendly website with clear message and effective calls to action
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The Social Media Objectives
Defining A Strategy
What are the goals of the organisation?
Increase sales, become market leader, increase market share
How does achieving the social media goals contribute to the overall business
objectives?
• Drive traffic to the website
• Drive traffic to sales pages
• Increase reputation and audience reach
• Increased SEO visibility
• Enhanced reputation and trust with customers & influencers
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The Role Of Social Media In Your Company
The role that social media will depend on your companies sales funnel
Short Sales Funnel
• Advertising to direct sales pages
• Events and Competition promotion
• Reach out to customers directly to start offline sales conversation
Longer Sales Funnels
• Building awareness
• Pulling people into your mailing list or CRM
• Educating the consumer
• Reaching out directly with those that engage with content to start a discussion
DEPENDS ON YOUR OVERALL MARKETING STRATEGY
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The Social Media Planning & Objectives
Steps to an effective social media strategy
50% Of UK businesses using social media do not have a
strategy in place
Step 1 -Devise a strategy in line with overall company objectives
The right digital marketing strategy will be unique to each individual business. It will
depend on the company’s overall direction, what is being sold and who it is being sold
to.
Step 2 - Define Measurable Key Performance Indicators (KPIs)
A successful strategy will define what success looks like. In order to measure
development, targets need to be set for the different aspects.
These can be reviewed and measured to ensure things are on the right track, if not,
then adjustments can be made.
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The Social Media Objectives
Step 3 -Create a Content Plan
Creating an action plan sets out what digital marketing activity will take place, when
it will happen and who is responsible for it. By breaking this down on a monthly,
weekly or even daily basis there is a focus on accountability within the team.
Step 4 - Assign the Right Human & Technical Resources
Social media, blogging and email marketing are complex disciplines that require
knowledge and skill to implement effectively. Whether in-house or externally it筑s
important to assign the right resources with the right knowledge
for successful implementation.
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The Social Media Planning & Objectives
Step 5 - Review and Refine Regularly
Digital marketing is constantly evolving which means the strategy should too. This will be
in reaction to changing trends or progress against KPIs.
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Target Audience & Social Media
5 Minute Exercise
Who is your target audience, in pairs discuss and then
write down
• A one sentence description, age, profession, location role in the business, why
they need your product/service
• Whether your sales funnel is long or short and how social media can contribute
to sales
• What social media channels are they likely to use
• Facebook
• Twitter
• LinkedIn
What methods can you use to capture their attention long term?
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Final Takeaways
Social Media Is Not An Enigma
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Know your audience
Know how your activity contributes to the business
Set KPIs
Review Regularly
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Final Takeaways
Working With DowSocial
Strategy Review & Training
• Strategy review
• Social Media Strategy
• Content Plan
• Training on how to implement
1-1 LinkedIn Training - Last workshop is Nottingham on Tuesday
Twitter Masterclass
Facebook Masterclass
07747116155
[email protected]
Send me a tweet @dowsocial using #positivenw
Tweet me @dowsocial #positivenw
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