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Social Media Strategies for Entrepreneurs
- 1. Eric Mills Founder and President of the National Institute for Social Media (NISM), USA Social Media Strategies for Entrepreneurs
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- 3. Learning Outcomes We WillDiscuss the Building Blocks of Creating Social Media Strategy • Audience Identification • Content Planning • Relationship / Community Management • Platform Selection • Critical Resources • Critical Processes • Partnership Opportunities • Cost Projections • Revenue Goals
- 4. Strategy vs. Tactics •Strategy is a Big Picture look at a problem that focuses upon the entire forest and not individual trees. • Tactics present a Small Picture perspective where individual trees are in focus but the Big Picture of the forest is not. • Strategic planning drives a natural action plan (tactics) that stems from identifying your preferred key performance indicators (strategy).
- 5. Social vs. BusinessObjectives Social media strategy is not independent from organizational strategy. There are core questions to be considered: • What is your organization’s mission and vision? • What are your current organizational strategic objectives? • How can social media best compliment those objectives?
- 6. Building Blocks ofSocial Media Strategy
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- 8. Audience Identification • Who are our customers? • How do we segment our customers? • Create a Customer Profile for each Segment
- 9. Customer Profile Thoughts Learn how your customers think. Learn what their perceptions of your brand have been, and what you want them to be. Sights Sounds Understand what they’re looking for and what you can do to answer their needs - leads to new service and Wants Needs product opportunities.
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- 11. Content Planning • Align Content with Business Objectives • Observe the Competitive Landscape • Evaluate Internal Resources • Create a Content Team Structure
- 12. Types of Content • New vs. Curated Content Will the content been created specifically for the campaign? Or has it already been created? • Brand vs. Common Interest Content Will the Content be Driving People’s Interest in Your Brand? Or Will it Reach a Deeper Level of Interest?
- 13. Content Audience Platform Selection
- 14. Selecting the RightPlatform • Depends upon the Type of Content • Know Your Audience • Seek Dominant Platforms in the Industry • Understand the Functionality of the Platform(s)
- 15. Example Platforms • Blogs / Microblogs (ex. Twitter, Tumblr) • Social Networks (ex. Facebook, Linkedin) • Photo / Video Sharing (ex. YouTube, Pinterest) • Social Q & A (Yahoo Answers, Quora)
- 16. Content Audience Platform(s) Community Management
- 17. Building Online Communities • Define a voice and persona brand representative • Add value to each engagement • Respect those whom you’re engaging • Take accountability for your actions • Under-promise and Over-deliver
- 18. Content Audience Relationships Platform(s) Critical Processes
- 19. Processes & Procedures Documentedprocedures for your social media activities that capture best practices (including the time to complete tasks). • Should be a “living” document that is easy to change • Eliminates wasted efforts by recording best practices • Forms a baseline for future improvements on processes
- 20. Action Planning • Eachaction plan you develop should answer the following questions: • What activities or action items will occur? • Who will carry out these changes? • When they will take place, and for how long? • What resources (i.e., money, staff) are needed to carry out these changes? • Communication (who should know what?)
- 21. Content Audience Processes Relationships Platform(s) Critical Resources
- 22. Critical Resources • Physicaltechnologies needed to perform essential processes (ex. Computer, tablet, mobile phone) • Project management software to distribute time and resources amongst a team (ex. Basecamp, Microsoft Project) • Multimedia devices used to develop content for social media campaigns (ex. Video camera, sound equipment) • Social media management tools to reduce time needed to monitor social media platforms (ex. HootSuite, Sprout Social) • Customer relationship management tools to enhance customer relationships (ex. Nimble, Salesforce)
- 23. Content Audience Processes Relationships Resources Platform(s) Partnership Opportunities
- 24. Vendor Questions &Qualifications • What social media services do you provide? • List and provide links to social media communication channels for your company (i.e. blog, Twitter account, Facebook group, etc.) • What is your social media strategy process? • Provide case studies in the following format: Client Requirements, Challenges, Approach and Value Delivered • Senior social media staff bios, including links to social media profiles.
- 25. Partners Content Audience Processes Relationships Resources Platform(s) Cost Projections
- 26. Real Costs ofSocial Media • A study was performed in September 2012 study by Duct Tape Marketing & cloud based marketing firm Vocus. • 36% of small to mid-size businesses surveyed spend (on average) $845 (USD) per month to manage their social media messages. • 32% surveyed spend $1,000 or more per month on social media management. • 22% Outsource these functions to another firm or consultant
- 27. Where are theCosts? • Human Capital – The time spent creating content, managing processes, and providing customer service. • Physical Resources – Technologies, Multimedia Tools, Office Supplies, Etc. • Electronic Resources – Online software for CRM, SMM, and Project Management • Partnership / Affiliate Costs – Training, Consulting, Affiliate Arrangements
- 28. Partners Content Audience Processes Relationships Resources Platform(s) Costs Revenue Goals
- 29. Online Revenue Drivers •Leads – Those who have indicated interest in paying for your products or services, but not yet made the purchase • Conversions – Total leads who have made the final purchase • Loyalty / Retention – Total converted leads who return to purchase your product or service again
- 30. Social Analytics • Leads– On landing pages for products or services, or other lead generating content, how many come from social media platform content? • Conversions – What percent of your total conversions originated on a social platform? How does this compare to traditional conversion rates? • Loyalty / Retention – What percentage of converted leads who return to purchase your product or service have been a participant in a social platform?
- 31. Partners Content Audience Processes Relationships Resources Platform(s) Costs Revenues Social Media Strategic Plan