Developing A Social
Media Strategy
Why You Need A
Social Media Strategy
Why Have a Social Media Strategy?
• It helps you expand your other marketing efforts.
• It will help you build brand awareness.
• It is one of the most powerful ways to connect
with your audience.
• You can use social media to attract buyers.
67% 67% of consumers are more
likely to spend more on a brand they
follow.
Source: Sprout Social
78% 78% of consumers say they
will visit the physical retail store of a
brand they follow.
Source: Sprout Social
84% 84% of consumers are more
likely to buy from a brand they
follow.
Source: Sprout Social
A buyer persona helps you determine
who your ideal customer is.
Social media is the ultimate way to do
inbound marketing.
Example Buyer Persona:
Marketing Michelle
BACKGROUND: DEMOGRAPHICS:
• Manages a marketing department with 3-5 • Late 30s-early 40s
employees • Income $70K+
• Married with a couple of children
• Been in her role for five years SPENDS ONLINE TIME ON
• Facebook
IDENTIFIERS: • Instagram
• Drives a modest vehicle • Etsy
• Achiever FAVORITE TECH
• Determined individual and a natural leader FAVORITE BRANDS • Kindle
• Stylish trend-setter • Apple • iPhone
• Sephora • Amazon Echo
GOALS: • Volkswagen • MacBook
• Has high ambitions for her team • Zappos • Fitbit
• Wants to exceed expectations for driving ROI
• Likes to be her own boss FAVORITE WEBSITES INTERESTS
• Vanity Fair • Pop music
CHALLENGES: • Fast Company • Romantic comedies
• Generating enough leads for the sales team • Mashable (movies & TV)
• Managing brand communications • AdWeek
• Looking for ways to streamline processes
• “I never feel like I have enough time.”
Use Smart Goals
• Specific
• Measureable
• Attainable
• Relevant
• Timely
To Build Your Social Media Strategy
You’ll Need:
• To be able to explain each social media channel.
• To understand the impact of social listening and engagement.
• To develop a content strategy for your social media plan.
• To be able to identify ways metrics are crucial to your success.
• To integrate social media into your other inbound efforts.
The Social Media
Channels Explained
FLICKR USER DON BURKETT
2.45B 2.45 Billion people are using
Facebook.
Source: Statista
Facebook
engagement
rates have
rapidly
declined.
Facebook Business Page Benefits
• Facebook requires businesses to use a business page.
• Personal pages have a 5K friend limit while business pages
can have millions of followers.
• Access to analytics (Insights).
• Ability to categorize company for search, add mission
statement, product catalog, awards, and give customers
chance to do reviews.
• The most important reason is for advertising.
Facebook Stories is a
form of microcontent,
designed to disappear
after 24 hours.
400M 400 Million people belong to a
Facebook Group.
Source: Statista
500
Hours
500 hours of video are uploaded to
YouTube every minute.
Source: Statista
5B 5 billion videos are watched on
YouTube every single day.
Source: Statista
YouTube offers
interstitial
advertising—short
clips that appear
before a video.
Over half of
YouTube users
use the site to
learn how to do
things they’ve
never done
before.
YouTube has some of the highest
referral traffic rates of all the platforms.
Over half of
YouTube users
use the site to
learn how to do
things they’ve
never done
before.
75% 75% of Instagram’s audience is
between the ages of 18-24.
Source: Pew Research Center
90% 90% of Instagram users follow at
least one brand account.
Source: Pew Research Center
23x 23x is how much higher Instagram
engagement is than on Facebook.
Source: Business of Apps
500m 500 million tweets are sent
every day.
Source: Twitter
23x 23x is how much higher Instagram
engagement is than on Facebook.
Source: Business of Apps
TWITTER SAYS 80% OF THEIR
ADVERTISERS’ INBOUND SOCIAL
CUSTOMER SERVICE REQUESTS
HAPPEN ON TWITTER.
350M 350 million hours of live video are
streamed on Twitter every day.
Source: Omnicore Agency
Benefits of Using LinkedIn
• Look up individuals you are meeting with.
• Find out more about a prospect.
• Build thought leadership.
• Offer value through targeted advertising.
• To network in LinkedIn groups.
• Share content with links back to your website properties.
3 3 months is the average life of a
months
Pinterest Pin.
Source: WebPageFX
79.5% 79.5% of Pinterest users are female.
Source: Statista
Age 15-25
Is the largest demographic of
Snapchat users
400M 400 million users on TikTok.
Source: Statista
52 Min 52 minutes is the amount of time
the average user spends on
TikTok per day.
Source: MediaKix
Building the Foundation
for Success: Setting
Social Media Goals
KEY PERFORMANCE INDICATOR
A quantifiable measure used to evaluate the success of an
organization, employee, or project in meeting objectives
for performance.
VANITY METRIC
A surface-level metric: numbers or statistics that look great on paper
but don’t correlate to business success.
REMEMBER YOUR
BUSINESS GOALS
Social Media Key Performance Indicators (KPIs)
• Reach
• Engagement
• Return on investment (ROI)
• Retention and loyalty
Reach
FLICKR USER DON BURKETT
KPIs: Reach
• Follower count: how many individuals follow your
social channels.
• Impressions: how often your content is viewed.
• Mentions: how many times your brand is mentioned
across social channels.
• Share of voice: how many people are talking about
your brand vs. the competition.
Engagement
KPIs: Engagement
• Likes or favorites: an indication that your viewers appreciate
the content.
• Comments: direct engagement with your content.
• Sharing and retweets: a demonstration that your audience
cares enough about your content to let others know about it.
• Ratings and reviews: a demonstration of strong engagement
and opinion.
• Inbound website links: An indication that your content is
interesting enough to click through to your site.
Return on
Investment
KPIs: Return on Investment
• Direct sales revenue
• Lead conversions
• Support costs per customer
• Lifetime value
RETENTION AND
LOYALTY
FLICKRFLICKR
USERUSER
DON BURKETT
DON BURKETT
KPIs: Retention and Loyalty
• Reviews and ratings
• Issues resolved
• Service-level agreement
• Time to resolution
• Customer Satisfaction
• Sentiment
REVISIT YOUR KPIS
every six to twelve months.
Structuring Your Social
Media Team for Now
and the Future
62% 62% of respondents do social
media on top of other duties.
Source: HubSpot
37% 37% work on teams of five people
or fewer.
Source: HubSpot
ALWAYS START
WITH BUSINESS
GOALS.
WHO ARE YOUR
STAKEHOLDERS?
WILL YOU BE INTERNATIONAL?
DO YOU HAVE
EXECUTIVE
BUY-IN?
WHAT ARE
YOUR
ROADBLOCKS?
Service
Sales Product Customers
Feedback
Manage
Reputation Brand
Awareness
What are you trying
Lead
Generation
Monitor to accomplish?
Conversations
Public
Relations
Recruit New
Employees
Solicit Product Educate/Share
Feedback Information
STRATEGIST
ANALYST
PROJECT MANAGER
COMMUNITY MANAGER
SOCIAL
EDUCATION/TRAINING
MEDIA ROLES
CONTENT MANAGER
DESIGNER/DEVELOPER
BLOGGER/COPYWRITER
INFLUENCER RELATIONS
PHOTOGRAPHER/VIDEOGRAPHER
BUSINESS UNIT LIAISON
STRATEGIST
ANALYST
Social Media
Agency
PROJECT MANAGER
INTERNAL
COMMUNITY MANAGER
Moderation
VS.
Agency
EDUCATION/TRAINING
EXTERNAL
CONTENT MANAGER
TEAMS
Digital Media
DESIGNER/DEVELOPER Agency
BLOGGER/COPYWRITER
INFLUENCER RELATIONS
PR Agency
PHOTOGRAPHER/VIDEOGRAPHER
BUSINESS UNIT LIAISON
SOCIAL
MEDIA
TEAM
MODELS
SOURCE: ALTIMETER, 2012
SOCIAL
MEDIA
TEAM
MODELS
SOURCE: ALTIMETER, 2012
SOCIAL
MEDIA
TEAM
MODELS
SOURCE: ALTIMETER, 2012
SOCIAL
MEDIA
TEAM
MODELS
SOURCE: ALTIMETER, 2012
SOCIAL
MEDIA
TEAM
MODELS
SOURCE: ALTIMETER, 2012
MAP OUT A PLAN FOR THE FUTURE
1. Plan business and social goals one to three years out. Consider
your stakeholders’ needs.
2. Identify possible social media roles based on those goals.
3. Develop a timeline for reaching those goals and building the
team.
4. Allocate or advocate for resources.
5. Evangelize your plan throughout the organization.
Evaluating the Best Tools for the
Job
There are hundreds
of options for social
media tools and
services.
Source: 2020 Marketing Technology Landscape, Scott Brinker, chiefmartec.com
SOCIAL LISTENING AND MONITORING TOOLS
Social Listening
• Review comments and mentions.
• Follow conversations about your brand.
• Watch hashtags.
• Keep track of influencers, customers, and prospects
How Publishing and Community Management
Tools Can Help
• Managing multiple social services in one place
• Scheduling content
• Cloning posts for resharing
• Managing multiple users who need access and publishing rights
GO BACK
TO YOUR
BUSINESS
GOALS.
Choosing a Social Media Tool
1. Write down the top 25 most important features you need.
2. Review the list and circle your top five features.
3. Use these two lists to evaluate potential tools.
SOURCE: BUFFER
Developing Budget and
Garnering Buy-In
ORGANIC
REACH IS
DOWN
Budget Considerations
• What social content do you need to create?
• Will you need to hire freelancers or a digital, social, or ad agency?
• What’s your ideal mix of organic and paid advertising?
• How much advertising do you think you will require?
• Are you considering paying influencers to promote your products?
• Do you have the right staffing for your plan?
• Which services and tools do you need? How much will they cost?
GATHER
INDUSTRY DATA
TO PROVIDE JUSTIFICATION LOOK FOR INDUSTRY DATA
GO BACK
TO YOUR
BUSINESS
GOALS
SENIOR LEADERS CARE ABOUT:
New avenues for revenue
Cost savings and efficiency
Competitive advantage
Protecting brand reputation
Customer satisfaction
“People don’t buy what you do,
they buy why you do it.”
“The goal is not to sell to
people what you have,
the goal is to sell to people
who believe what you believe.”
– Simon Sinek
CHANGE WHAT TO WHY.
Position your idea as an experiment
1. Start with your business goals.
2. Explain your hypothesis and how social media will help those
business goals.
3. Demonstrate how you will test that hypothesis and for
what duration.
4. Share the results back to the leadership team.
5. Have a modified budget for the experiment to prove value first.
PLAN
FUTURE
SCENARIOS
Thank you
