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Social Media Strategy
- 1. By Megan Danna SOCIAL MEDIA STRATEGY! Prepared for AMSTERDAM WORLDWIDE 3RD February 2011
- 2. By Megan Danna WHAT IS SOCIAL MEDIA?!
- 3. By Megan Danna SOCIAL MEDIA IS A CONVERSATION THAT TAKES PLACE ONLINE!
- 4. By Megan Danna SOCIAL MEDIA IS! CONSUMER-DRIVEN! TRANSPARENT! ENGAGING! INCLUSIVE! SINCERE!
- 5. By Megan Danna HOW DO YOU JOIN THE CONVERSATION?!
- 6. By Megan Danna STEP ONE DEFINE YOUR GOALS"
- 7. By Megan Danna KNOW YOURSELF" ASK QUESTIONS o WHO ARE YOU & WHAT DO YOU WANT TO ACHIEVE?! o WHO ARE YOUR TARGETS? ARE YOU REACHING THEM?! o WHATʼS MISSING & HOW CAN SOCIAL MEDIA ! CONTRIBUTE TO YOUR OVERALL MISSION?! o WHAT RESOURCES CAN YOU DEVOTE TO YOUR NEW ! SOCIAL MEDIA PLAN?!
- 8. By Megan Danna NARROW YOUR FOCUS" SET SPECIFIC GOALS WHAT DO YOU WANT TO ACCOMPLISH THROUGH SOCIAL MEDIA? ! o BUILD RELATIONSHIPS?! o RAISE AWARENESS?! o INCREASE TRAFFIC?! o INSPIRE ACTION?!
- 9. By Megan Danna STEP TWO LISTEN IN"
- 10. By Megan Danna KNOW YOUR AUDIENCE" GET THE FULL PICTURE o WHO ARE THEY…! IDENTIFY THEIR PERSONALITY, VALUES, ATTITUDES AND CONCERNS! o WHERE ARE THEY…! TALKING, READING, WATCHING AND BUYING?! o WHAT ARE THEY …! SAYING, ASKING AND SHARING?!
- 11. By Megan Danna FIND OUT WHATʼS HAPPENING" MONITOR THE CONVERSATION PAY ATTENTION TO…! o MENTIONS OF YOUR COMPANY, BRAND AND ! PRODUCTS! o COMPETITORSʼ BEST PRACTICES AND PITFALLS! o ONLINE COMMUNITIES, BLOGS & NEWS RELATED TO ! YOUR PRODUCT MARKET!
- 12. By Megan Danna STEP THREE BUILD"
- 13. By Megan Danna CARE FOR YOUR WEBSITE" STAY MODERN & RELEVANT o KEEP NAVIGATION INTUITIVE AND CONSISTENT! o AVOID THE “HARD SELL” AND MAKE REGISTRATION ! SIMPLE AND STREAMLINED! o DESIGN FOR ALL SCREENS & BE MINDFUL OF ! “THUMBNAIL” APPEARANCE! o CLEAR SPACE ON YOUR HOME PAGE FOR YOUR ! CURRENT SOCIAL MEDIA PROMOTION OR CREATE A ! DESIGNATED LANDING PAGE!
- 14. By Megan Danna SELECT CHANNELS" CHOOSE MINDFULLY WHICH CHANNELS ARE BEST FOR:! o YOUR GOALS! o YOUR BRAND STORY! o YOUR RESOURCES! o YOUR TARGET MARKET! THEN, USE CHANNELS TO ENGAGE AND DRIVE TRAFFIC TO CENTRAL WEBSITE “HUB”!
- 16. By Megan Danna JOIN THE CONVERSATION" EMBRACE YOUR AUDIENCE o ASK QUESTIONS! o ANSWER QUESTIONS ! o START CONVERSATION ! o INSPIRE FEEDBACK! o SPREAD EXPERTISE! o CONNECT AUDIENCE WITH CONTENT! o EMBRACE NEGATIVITY!
- 17. By Megan Danna SPEAK WISELY" BE IN CONTROL o PARTICIPATE WITH YOUR AUDIENCE! o BE TRANSPARENT AND ADMIT MISTAKES! o KEEP CONTENT TIMELY AND FREQUENT ! o STAY RELEVANT AND ADD VALUE! o MAINTAIN A CONVERSATIONAL TONE! o AVOID SPAMMING!
- 18. By Megan Danna STEP FIVE LISTEN, ANALYZE & OPTIMIZE"
- 19. By Megan Danna LISTEN CONTINUOUSLY" BE AWARE AND ALERT o STAY TUNED-IN TO CONVERSATIONS AND ! COMPETITORS! o MONITOR RESPONSE AND RECEPTION! o KEEP ABREAST OF EMERGING SITES AND TRENDS! o RE-EVALUATE STRATEGY AND TRIM WHERE ! NECESSARY!
- 20. By Megan Danna OPTIMIZE YOUR ACTIVITY" SAVE TIME AND ENERGY USE TOOLS TO HELP YOU...! o UPDATE MULTIPLE SITES SIMULTANEOUSLY! o SHARE IMAGES AND LINKS! o MONITOR ACTIVITY AND REFERENCES! o GATHER NEWS AND ARTICLES THROUGH RSS ! FEEDS!
- 21. By Megan Danna ANALYZE YOUR EFFECTIVENESS" UNDERSTAND WHAT’S HAPPENING CONTINUOUSLY MEASURE...! o REACH & FREQUENCY/TRAFFIC! o YOUR INFLUENCE! o AUDIENCE SENTIMENT! o CONVERSATIONS & TRANSACTIONS!