Social Media Strategy
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SOCIAL MEDIA STRATEGY Miguel Neves SYNAXIS Meetings & Events
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Social Media Strategy Presentation created for members of the International Association of Meeting Professionals.
Transcript of Social Media Strategy
SOCIAL MEDIA
STRATEGY
Miguel Neves
SYNAXIS Meetings & Events
Back to basics
What?
Why?
Who?
Where?
How?
What is Social Media? Email is NOT social media
Media Channel of Communication Multi-Media (Video, Photo, Text, Design etc.)
Social Networked / Interconnected Public Available to all Friendly / Fun Customize / Profiles
Keywords User generated content Customisable Interactive Comment/Like/Thumbs Up/Vote Web 2.0
Miguel Neves
SYNAXIS Meetings & Events
Popular Social Media Channels
Miguel Neves
SYNAXIS Meetings & Events
Social Media as a concept
Social Media as a concept
Content delivery platform
Technological interaction tool
Online Voice
Mass Marketing of the future?
Why do people use Social Media?
Fun
Feel Part of the Community (Human Nature)
Vanity
Voyeurism
Escapism
Distraction
Information
Subversive (Get back at your boss?)
WHY? (Should brands engage in social media?)
Find new customers
Service existing customers
Create/Change Brand Personality (Perception)
Because everyone else is doing it? (Bad reason)
Find what your customers are saying about you?
Big Question: What do you want to achieve via Social Media?
What do you want the audience to do?
What information do you want to find? (research instead of survey?)
WHO?
Who is your target audience? (Know your customer)
Demographics…(location, age, number…)
What type of content do they like/will search for? (SEO)
What type of interaction do they prefer?
WHERE?
Where does your target audience go online? Which Social Media Channels do they use?
How do they use them? (Facebook for chat, pictures, comments, video links…)
Be where your customer is.
Social Media “Buzz”
Miguel Neves
SYNAXIS Meetings & Events
HOW?
One central concept (eg. Ovation Bear) Distribute through various channels
Track links and engagement
Tell a story (People relate to stories more than facts)
Make it fun
Use multimedia
Engaging content aimed at target audience
Measure results!!! ROI (Less is more)
Social Media Examples
Social Media Examples
Miguel Neves
SYNAXIS Meetings & Events
Social Media Examples
Miguel Neves
SYNAXIS Meetings & Events
Social Media Examples
Miguel Neves
SYNAXIS Meetings & Events
Social Media Examples
Social Media Examples
No Brainer...
Social Media is technology created to propagate your message
Provided you can: Have enough connections/fans/followers/friends
Create or curate relevant content
Understand and make full use of technology available
Keep content relevant and up to date
Relinquish at least some control of your content/campaign
Buy-in from target
Internal buy-in/ownership
Engage target audience and promote cross user engagement
Social Media Communication Flow(Why Social Media is special...)
Marketing Feedback
Social Media Communication Flow(Why Social Media is special...)
Marketing Feedback
Social Media
Social Media Strategy Worksheet
Elevator sales pitch: (120 Characters)
Aim: (Awareness, Sales or Loyalty?)
Current relationship with audience? (None, Awareness, Isolated action, Repeat action, Advocates)
Audience’s use of Social Media?
Which channels?
How do they use them?
Tactical plan
Main focus?
Delivery style?
What does success look like? (Define Metrics)
Remember...
Social Media is not free!
+ x
Social Media Cost = (People + Technology) x Time
Miguel Neves
SYNAXIS Meetings & Events
Thank you
Email: [email protected]
Twitter: @miguelseven
Linkedin: uk.linkedin.com/in/miguelseven
Facebook: www.facebook.com/miguelseven
Miguel Neves
SYNAXIS Meetings & Events
