Social Media Summer School - Session 2 (social media strategy & voice)
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xcxcxzcx #SMSummerSchool | @rareresults | @smeducator | @WURSTCalgary Rare Communications Social Media Summer School What is a social media strategy? What are my networks? What is my voice? Next week overview Questions Todays session will cover: What is a social media strategy? Social Media Strategy In order to gain customer trust, establish expertise, and meet potential customers, every business needs to have a social media presence. Its simply not enough to have social media sites up for your business, without a clear strategy for social media use, your business will struggle to get the customer engagement levels and increased sales youre looking for. What? what are my goals? Where? where will my business be? How? how will I measure impact? Who? who will create the posts? Why? why is my business on social media? When? when will I post? Social Media Strategy 1 Pager Goals: 1. 2. 3. What are my goals? Without a clear idea of what you want to accomplish with social media, you are unlikely to achieve anything at all because your efforts will be scattered or aimless. Start by writing down at least three social media goals for your business. Which social networks? are my target customers among the user base? does my business fit the type of content? Where will my business be? Based on your unique audience, determine how large you want your social media presence to be? Competitors? which social networks are your competitors on? Strengths? Weaknesses? Analytics analytics tool Facebook insights Google analytics How will I measure impact? Examine data that measures specific metrics to ensure you are on the right path. Reporting create a custom excel template Time how often will you post? how much time will be dedicated to social media? Who will create the posts? Will you create the posts or will you have a dedicated staff member? Training you may need to train/educate will you need to monitor staff? Inform? Educate? Update? Inspire? Excite? Entertain? Why is my business on social media? What is your business looking to do on social media? Determine Best Times when is my network active? Facebook insights When will I post? Based on your audience and social networks, choose the best time to post for optimal impact. Consider Using A Tool HootSuite optimal impact feature other analytics tool What are my networks? Post a Survey ask the right questions collect demographic info Who is my audience? Based on last weeks data, determine who is your audience. B2B or B2C B2B: LinkedIn, Twitter, Google+ B2C: Twitter, Instagram, Pinterest, YouTube, Google+, Facebook Decide what to post quotes, fill-in-the-blank posts, polls, behind the scenes photos, statistics or data, link to an old blog post, questions, link to a guest post, branded image, infographics, product photos, helpful resource, Slideshare presentation, link to case study, ask for reviews/testimonials, fan photos, recommend a tool, share a favourite book, a day in the life post, recommend your favourite product, share tips, provide a recommendation, fan of the month, odd holidays. What can I offer? What types content? Time/effort smaller amount: Facebook, Twitter, Instagram, Google+, LinkedIn larger amount: Pinterest, YouTube, blog What are my limitations? Ensure that you arent bringing too much on by determining your time, effort and money. Money smaller amount: Twitter, Instagram, Google+, LinkedIn larger amount: Facebook, Pinterest, YouTube, blog What is your voice? Voice your brand personality described in an adjective. For instance, brands can be lively, positive, cynical, or professional. Voice & Tone Essentially, there is one voice for your brand and many tones that refine that voice. Voice is a mission statement. Tone is the application of that mission. Tone a subset of your brands voice. Tone adds specific flavour to your voice based on factors like audience, situation, and channel. Character/persona: who does your brand sound like? Tone: general vibe? Language: what kind of words do you use in conversations? Purpose: why are you on social media in the first place? Voice & Tone Together, these four areas can help define the overall voice of your brand. Culture what does your company stand for? What makes you stand out? How To Find Your Voice The three Cs of a brand voice. Community listening can reveal how your community speaks and can help you speak easier with them and to them Conversation personality and authenticity are key here what do you want to add to the conversation? Example of Great Voice & Tone Warby Parker: the glasses maker takes a customer-centered approach to voice and tone, involving its audience in as many ways as possible through photos, contests, questions, and more. Next week: How To Find Content? - Tools - Rule Of Thirds Questions?