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Creating a Social Media Program

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Kate Brodock

on 28 October 2015

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Transcript of Creating a Social Media Program

Creating a Social Media Program
Social Media & Strategy
Social Media....
Content Production
Goals and Metrics

Kate Brodock

The "Social" part....
Bi- or Multi-directional

The "Media" part....
Social platforms
Video, photo, audio (rich-media)

Social Media Isn't....
Social media isn’t a substitute for your current marketing or business plan….. It’s an enhancement.

Social media isn’t just a set of tools…. It’s new communication channels, new ways of reaching customers, etc.

Social media isn’t a broadcast channels…It’s a two-way relationship.

Clarify your goals and objectives
Identify your Key Performance Indicators (KPIs)
Understand available tools and services
Provide clear reporting and analysis

Your resources....
Social media measurement is only as valuable as the analysis that follows!

You’ve got to look at the numbers and make sense of them if they’re going to be helpful to you.

What makes for good analysis?
Use a concise set of KPIs
Connecting those KPIs to your goals and their success
Identify what’s working, what needs improvement
Understand why you’re seeing particular actions or outcomes

What makes a good report?
Easy to read and understand
Identifies KPIs
Monitors and highlights trends over time
Offers recommendations
Explains causation

What reporting should I do?
This will depend on staffing, time, requirements by management, your level of sophistication, etc.

Shoot for “Good”-level reporting, as you want (need) some level of analysis to identify success/failure.

Understand the new concepts of social media, and how the relate to existing concepts of communication and business.

Challenge yourself to provide consistent value to your audience.

Consider realistically how social media can fit into your organization most effectively.

Think seriously about where your audience is and what tools can be most effective for your organization.

Identify the goals you’re hoping to achieve, and start thinking about your strategy.

Social media basics

Content production

Goal Setting


Structuring your organization
“We are living in an era of social transformation…where new business models and operating philosophies are replacing the old. This era is about a lot more than just media and marketing rather it is about understanding the new rules of the marketplace….the marketplace of people connected to everything and everyone because of technology.” – Jay Deragon, Relationship Economy

“You don’t need a social media strategy, you need a brand strategy that leverages social media. Don’t get off the brand strategy just because there’s a new communication channel; that’s how you lose the plot as a brand. Technology is the tail, not the dog.” - Chris Kirubi, Coca-Cola

Marketing funnel.....
Important social media features
Social media is here....it's here to stay
This is the new reality...
It won’t work unless your audience is there, the way you want them there.

Social users come in a wide variety: Fearful skeptics, cautious testers, realist optimists and transparent evangelists. Even if you can reach the evangelists, can you get them to act?

You've also got to KNOW your audience....
You've got to be real.
You can’t fake authenticity. You need to be personal, transparent, authentic, genuine, immediate, responsive and trustworthy.

“The audience on the social web sees through your BS….those that are genuine, compassionate, honest and humble folks will succeed easily here because those traits are what your customers want from a relationship.” – Jason Fall, Social Media Explorer

It's more than just Twitter and Facebook!
You've got to nurture your relationships.

You need to understand what a “meaningful relationship” really means on these platforms.

How are you using social media in your organization?
Brand Journalism and Social Writing
“Brand Journalism is when any organization….creates valuable information and shares it with the world.”

Brand Journalism is not a product pitch. It is not an advertorial. It is not an egotistical spewing of gobbledygook-laden corporate drivel.
Instead, Brand Journalism is the creation of Web content – videos, blogs posts, photos, charts, graphs, essays, eBooks, white papers – that deliver value to your marketplace and serve to position your organization as one worthy of doing business with.

- David Meerman Scott, 2009

“Content, primarily in written format, that is designed to be optimal for social sharing.”

Goal 1: Create content that people want to share.
Goal 2: Create content that will work well once shared.

- Other Side Group, 2012

What is content?

People are consuming information differently.
People are communicating in new ways.
Straight sales is boring and annoying.
Social content and SEO open new opportunities.

Why is content & social media important?
Create your content parameters
Identify your content sources - existing and new
Decide what quality your content should be
Define your Brand and your Voice
Who are you representing?
How do I get there?
Things to think about
Legal Issues and Rights

Why an Analytics Process
Return on Investment (ROI)
ROI = (Gain-Cost)/Cost

…….In other words, what do you get out from what you put in.

RETURN needs to be defined appropriately in social media.

Your COST is only free if your time is worthless.

You’re measuring how well your tactics, and therefore strategy, are working in achieving your objectives in order to reach your goal.

What is a GOAL?
A high-level, big picture and (realistically) aspirational statement of intent.

What do you want to do?
I want to eat ice cream.

What is an OBJECTIVE?
A specific outcome that is based on when that goal has been achieved.

What, when, by whom?
I need to get ice cream in my stomach before I get grumpy.

What is a STRATEGY?
How you reach your objective, thereby achieving your goal.

I’m going to get peanut butter ice cream at Kimberley’s on my way home.

What is a TACTIC?
A deliverable. An action. To-dos. The visible elements of a plan.

No really, how?
I’m going to end class, run to the ATM and get cash, call my husband and tell him I may be a few minutes late, hop in my car, and get to Kimberley’s.

This is where your KPIs come in.

Your tactics are what you can measure. By identifying an objective that gets you to your goal, you can break that objective down to strategy carried out by tactics that you can get numbers – KPIs – on.

You’ve therefore made a “measurable” objective that can be attached to success or failure while working towards your goals.

KPIs can be:

....they must be connected to your GOALS. That's it!
GOAL: Raise brand awareness in the Central New York region.

OBJECTIVE: Increase engagement with our brand by 10% in the next 6 months.

STRATEGY: Create a user-generated photo contest for our followers/fans.

TACTICS: Use Twitter, launch on Tuesday, ask people to submit their best summer fun photos using the hashtag #CNYSummer, pick the top 5 and use popular vote for winner.

KPIs: Amount of tweets on the hashtag, number of RTs and mentions, (to some extent) number of photos submitted, number of people participating in final vote.

What could this look like for you?

Analysis & Reporting
Key Organizational Resources
You’ll need to set up your social networks
Each social network will need an admin associated with it
They will also need ongoing maintenance and management
As well as consistent content
You’ll want to consider how your social networks are connected to each other.
And how they’re connected to your website
You’ll have to promote your social networks
Measuring success will be important

Resources Needed...TIME & MONEY
Resource allocation is very important

You get out what you put in to your entire social media plan, as well as your content production plan.
Think about other units in your organization and how you could share resources.
Think about various ways you can create resources – employees, internships, brand ambassadors, etc.
If you can’t find the resources, rethink your content production plan.
Does your resource allocation include the right people and tools

Daily Activities
Tactical planning and posting
New initiatives
Consulting with others
Policy enforcement

Skill Sets
Impeccable judgment
Trusted by leadership and key voices
Goal-oriented and strategic
Excellent writing skills
Understands the toolkit
Stays on top of the trends
Works well with others

Pick your toolkit based on your resources.
Things to Think about
Management suggestions
Creation of an editorial calendar
Access to the right set of tools – platforms, media types, etc
Content Lead in each unit
Again, is there enough leadership to move things forward?

Other considerations
Seasonal cycle
Cross-platform expertise
Existing policies, or new ones
Crisis Management needs

Your Strategy
Directional and goal-oriented
Requires prioritization and tough choices

A good strategy is SMART:

“Maybe you or your company aren’t there yet. Maybe you’re still back in the “Think we should have a blog?” conversation. Pick up any newspaper (if yours still exists), watch any TV channel for 40 minutes in a row, and you’ll see the signs of this digital world encroaching on yours. Go to your local flea market and watch them use Square to handle your payment. The future is now. Are you ready?” - Chris Brogan




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