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CC2.8 Social Media: Creating a strategy

Futurpreneur Canada Mentoring Crash Course
by

Futurpreneur Canada

on 4 July 2016

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Transcript of CC2.8 Social Media: Creating a strategy

Help your entrepreneur avoid wasted resources and poor results through planning. Before creating a Facebook page or Twitter account, guide them in designing a strategy with these key elements.

44% of B2B marketers have a documented content strategy. 66% feel more confident and effective in their marketing efforts as a result.
Content Marketing Institute
2014 Content Marketing Report

The first point of intervention is to assist your entrepreneur in defining the purpose of their social media presence. That purpose will then inform how social media success will be measured and what targets to set.

There are many free and paid tools that track statistics to help businesses understand the value of their marketing efforts. Examples: Facebook Insights, Youtube Insights, Hootsuite, SproutSocial.
Next, your entrepreneur will need to identify the target audience and how best to reach them.
What existing marketing messages serve as the foundation for your brand? (tagline, mission statement, values, customer guarantee)
Develop content that matters to your entrepreneur’s customer base. Start with these questions:

What kind of content will appeal to your audience?
What content is best suited to the platform(s) you will be using?

Encourage your entrepreneur to engage with their audience through:

Polls and questions
Informational videos and graphics
Interviews

Make the content informative, entertaining or different. Occasionally, make a call to action.

This is when two or more people jointly own and are liable for the business.
PARTNERSHIPS
Encourage your entrepreneur to revisit their social media strategy and targets regularly to compare with actual metrics. This will allow them to adapt and evolve it as needed.

Finally, monitor trends and conversations taking place about the brand and industry. These are critical opportunities to build relationships and grow their business.

THE KEY ELEMENTS
THE KEY ELEMENTS
Goals
Audience
Key Messages
Engagement
& Content
Action Plan
Monitoring
LEARN MORE
If your entrepreneur wants to:
Then they should measure:
Boost brand recognition
Improve customer service
Build trust
Gather input for new offerings
Attract more customers
Number of unique visitors
Number of comments
Number of followers/subscribers
Number of new sales leads/dollar value of each conversion
Number of shares and type of content shared
Review this crash course to learn the unique value each platform offers:
http://www.futurpreneur.ca/en/resources/mentoring-tools/crash-courses/social-media-everybody-is-doing-it-but-what-is-it/
Know which platform(s) your entrepreneur’s customers are using or most likely to use.
Find out where their competitors are especially active and where they have little to no presence.
1
2
3
Use these guiding questions to help your entrepreneur zero in on the key marketing messages to inform their content strategy.
Which messages are most relevant to your audience?
Learn more about creating good content.
INFORMATIVE
ENTERTAINING
DIFFERENT
What it means:
Shares a useful tip
Reveals an insight
Conveys a trend

How it looks:
INFORMATIVE
What it means:
Identifies a friendly brand
Tells an interesting story
Makes us laugh

How it looks:
ENTERTAINING
What it means:
Provokes our thinking
Surprises us
Inspires us to take action

How it looks:
DIFFERENT
Articles and blog posts
Guides and resources
Photos

EDUCATE,
DON’T SELL
BE VISUAL
Adopt an advisory mindset and avoid pushy sales pitches.
DO IT IN
REAL-TIME
Good quality images, graphics and video are attention-grabbing and add credibility.
Things move quickly in the social media world. Balance scheduled content with bursts of online interaction.
Decide who will take on social media tasks. Such as:
Creating content
Posting and responding
Tracking traffic

Create an editorial calendar to organize when and what content or updates will be shared. Streamline posts through scheduling tools such as:
Hootsuite
Tweetdeck
SproutSocial

Experiment with timing and types of content to gauge optimal interaction with the business’s target audience. Such as:
Automation vs real time posting
Visual vs text-based content


Inventory current digital assets. Use appealing content that has already been created and can be shared. Such as:
Postcards
Articles
Reports

Identify ways the audience can contribute content that can be shared. Such as:
Questions
Contests
“Fill in the blank” tweets
Brainstorm fresh material that can be tailored to chosen social media platform(s). Such as:
Anecdotes
Success Stories
Testimonials
Not yet a mentor? Register now to become a mentor with Futurpreneur Canada:
http://www.futurpreneur.ca/en/mentoring/
Share your thoughts on this orientation and help us make it better for the next generation of mentors.
https://cybf.wufoo.com/forms/q1ljp4t10dt2o2q/
IN PARTNERSHIP WITH:
Start the conversation with your entrepreneur to learn more about their current social media strategy.

Take this crash course in mentoring and learn how to track progress:
http://www.futurpreneur.ca/en/resources/mentoring-tools/crash-courses/targeting-success-tools-to-track-progress/

Investigate our Business Resource Centre and explore additional mentoring resources:
http://www.futurpreneur.ca/en/resources/mentoring-tools/
Full transcript