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1 Using Social Media to Grow Your Brand we give brands life

2 INTRODUCTION: Why Social Media? Social media is powerful because of its authenticity people take messages more seriously when they believe they can trust the source Social media is about developing relationships so that a company can build trust and spread Word of Mouth Marketing (WOMM) Social media is about providing valuable content to communities so that a company is considered An influencer A trusted advisor A valuable resource Social media is about staying top of mind for the consumer Social media drives traffic to websites Social media provides content that aids in the buyer s decision-making process

3 INTRODUCTION: The Process Develop Objectives Create Content Measure & Optimize Research Execute

4 DEVELOP OBJECTIVES: Social Media Objectives Define specific, measurable goals that align with overall brand goals and business objectives Create content and tactics that will move the company closer to the stated objectives Ensure everything created and executed is with purpose and will impact ROI Provide a meter stick for success to justify spend

5 DEVELOP OBJECTIVES: Sample Objectives Drive traffic to company website by xx number of visitors per month within the first three months Generate xx number of quality leads within the first six months Get x number of social media coupons redeemed within the first six months of the campaign Increase positive brand mentions by x% within first six months of the campaign Increase social-driven ecommerce sales by x% within the first four months Always provide specific and measurable results that prove the success of the campaign in terms of business objectives within a set timeframe.

6 RESEARCH: Components Client Audit Competitive Analysis Social Listening Target Audience Identification Persona Development Influencers

7 RESEARCH: Client Audit If there are existing social media channels, evaluate strategy and implementation How did previous social media and content perform? Is there an alignment with the overall brand? Who is your current audience? How engaged is your audience? Determine what existing resources can be used for repurposing content Most companies have a lot of content that is already made and can be repurposed no need to reinvent the wheel Review existing collateral and online content used for other channels

8 RESEARCH: Competitive Analysis Identify key competitors Determine what tactics are being used Identify target audiences Analyze content types Determine what works and what doesn t Identify missed opportunities and unmet needs

9 RESEARCH: Social Listening What to listen for: Current conversations about the company s product or service Know the language of the company s buyer and what keywords to use in the content How to utilize the data: Create content that satisfies consumer needs Identify opportunities and unmet needs Keywords and hashtags Be proactive with customer service, product/service improvements, etc. Buyer needs, wants, fears, etc. Fuel the buyer personas and ensure the campaign is on target

10 RESEARCH: Identify Target Audiences B2C Build awareness about your product or service Position your product or service as an option within a subset Provide education and information Build community and provide social proof Provide platform for brand advocates B2B Help the B2B consumer achieve their business objectives Serve as a resource for the B2B consumer s target audience Provide necessary information to decision-makers Establish thought leadership as expert within industry Establish credibility

11 RESEARCH: Develop Personas Persona Type Age Motivations Fears/Concerns Goals Frustrations Needs Preferred Communication Channels

12 RESEARCH: Identify Key Influencers One of the goals of social media is to target key influencers who will have an impact on the consumer s decision-making process. Potential factors for identifying influencers: Industry Community Geographic region Lifestyle Gender Peers Expertise Find out where influencers hang out and how to reach them with content likely to resonate.

13 CREATE CONTENT: Mission Statement Short and concise States the purpose of the company s social media presence Provides the thesis for the rest of the strategy Ensures alignment with overall brand strategy and business objectives Tells people what you re here for and what they can expect from you

14 CREATE CONTENT: Social Media Style Guide Provides a guide for multiple people to contribute to the strategy without going off brand First, decide what the primary goal is Second, decide what the tone is Third, decide formality/informality of the voice Lastly, establish what can and cannot be said

15 CREATE CONTENT: Establish Processes Editorial Calendar Provides the blueprint for the content to be produced and published over a specific period of time Ensures the content is on strategy, consistent, and delivered at the right time Allows for adequate planning for blog post creation, graphics, presentations, infographics, and other relevant content Content Development And Approval Provide the processes so that there is a clear understanding of: How the content creation and channel management will work What the company and agency role is Establish expectations

16 EXECUTION STRATEGY: Content Publication Overview Define Objectives Craft content around keywords and persona needs Publish content to blog Send content through social media channels Your Website

17 EXECUTION STRATEGY: Content Types Decide what types of content to create. For example: Blog posts Infographics Videos Shareables Guidelines Checklists Whitepapers Ebooks Podcasts

18 EXECUTION STRATEGY: Content Production & Curation How will you find content for curation? You can t just post your own content; you need a mix of your content and external content Establish a framework for determining what type of content you want to share, reputable sources, process for finding this content, and how you will share it How will you determine what kind of future content to create? Continually add to the editorial calendar with fresh content. Don t recycle existing content repeatedely or your audience will get bored Create a strategy for repurposing content Give old content new life by updating with new information, rewriting for a different audience, or recreating it for different mediums of consumption.

19 EXECUTION STRATEGY: Channel Strategy Decide processes for posting content Which channels will you use? Which channels are most appropriate for your brand and your audience? Where will you get the most value? What strategies are needed for each channel? How frequently will you create new content for your website? You may want to establish your content mix (which content types you will create) and how frequently you will create and distribute each type of content

20 EXECUTION STRATEGY: Engaging and Responding to Users How will you serve your customers through social channels? Work with existing customer service team Determine how to best respond to users Document most frequently asked questions and craft responses Determine how you will follow up Establish appropriate response times Dealing with negativity How will you respond to negative comments? How will you deal with aggressive personas?

21 COMMUNITY MANAGEMENT: Identify and Engage With Influencers How will you identify influencers? Establish criteria based on reach and authority How will you engage with influencers? Determine how to best capture their attention, develop relationships, and get them to do what you want them to do

22 PROGRAM PROCESS & GOVERNANCE: What You Need Develop Social Media Guidelines and Policy for the company to ensure that all team members understand appropriate use and behavior Develop Community Guidelines for effective management of online communities Develop Social Media Response Matrix for companies within highly regulated industries to anticipate issues and respond appropriately Develop agreed upon timelines

23 PROGRAM PROCESS & GOVERNANCE: Social Media Guidelines & Policy Ensure all employees are onboard and understand how to properly interact with social channels. General rules to outline: Transparency and necessary disclosures Unauthorized disclosures Necessary permissions Be truthful, accurate, and respectful How to handle media inquiries How to guard against liabilities and who to report to Establish process for onboarding new employees and familiarizing them with the policies.

24 PROGRAM PROCESS & GOVERNANCE: Community Guidelines Community Guidelines provide protection and set the rules so that they re established if and when they need to be enforced Research from Altimeter Group shows that social media crises are on the rise, yet 76% of them could have been prevented or diminished had the company been prepared through proper training, knowledgeable staff, and a comprehensive social media policy Develop a social media crisis response team in coordination with your legal team and PR team

25 PROGRAM PROCESS & GOVERNANCE: Response Matrix In a highly regulated industry it is important to know what can and cannot be said. It is also important to anticipate questions and comments which could be a liability. It is possible to anticipate and plan for these comments based on thorough knowledge and understanding of previous customer service interactions and social listening data. The key is to develop proper responses that fit within the regulations and have been approved by the appropriate departments within the company so that approved responses can be delivered quickly. It must be balanced with an appropriate level of humanness to resonate with your audience.

26 PROGRAM PROCESS & GOVERNANCE: Timelines Establish and agree upon a timeline of the work in terms of creation, publication, and performance review Hold everyone accountable to deadlines Maintain consistency of posting, which is key to effective social and content marketing campaigns Develop timelines for proper planning and distribution of content

27 MEASURE & OPTIMIZE: Staying Current Understand what is going on in your industry Changes in legal/regulatory environment Changes in consumer preferences and habits What is going on in the digital marketing/social media industry? Changes to Facebook policies, changes to Twitter cover photo dimensions, changes to algorithms that determine post reach, etc. Establish ways to stay up-to-date Aggregate blog feeds with a tool like Feedly Use Google Alerts or another, similar service Sign up for newsletter or industry digests

28 MEASURE & OPTIMIZE: Social Monitoring Strategy How will you monitor for important brand conversations? How will you monitor for negative comments? How will you use social media listening data for customer service? What kind of legal/regulatory monitoring needs do you have? Will you measure brand conversation? Will you measure brand sentiment? Will you use social media listening data for product improvement?

29 MEASURE & OPTIMIZE: Evaluate Progress Set specific, measurable goals tied to business objectives that provide meaning for all stakeholders Have a consistent format for presenting metrics in order to make it easy to compare results over time Determine how often to measure and share data with your team Establish what kind of measurements should be reported on Establish next steps

30 MEASURE & OPTIMIZE: Optimize And Adjust Based on the measurements, changes are made to optimize the program This facilitates a culture of continuous improvement to ensure progress is always being made Designed to make sure time and money isn t wasted on tactics which aren t effective This is one of the benefits of using digital marketing you have the ability to get feedback quickly and adjust in order to maximize your investment

31 TIME TO GROW YOUR BRAND Your brand is potentially one of your company s most valuable assets. It s up to you to grow it. Find out how you can build your brand using social media by reaching out to one of our team members. ABOUT PARKERWHITE: We position, build, and growth health, wellness, and active lifestyle brands to create positive changes in businesses and people s lives. READY TO GROW YOUR BRAND? (760) ParkerWhite.com

32 ADDITIONAL RESOURCES: 100 SOCIAL MEDIA STATS Data to Prove It s Worth Your Time SOCIAL AUTHENTICITY Why Brands Struggle to Connect SOCIAL MEDIA WINNERS 5 Things Great Brands Do Right

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