2. “Build it, and they will come” only works in
the movies. Social Media is a “build it, nurture
it, engage them, and they may come
and stay.”
- Seth Godin
3. Agenda
• What is an effective social media strategy?
• What are the goals that our social media strategy should aim to
meet?
• Where does ProWritingAid stand? (PWA by the numbers)
• SWOT Analysis - PWA’s social media strategy
• Competition Analysis by the numbers
• A closer look at Grammarly
• Proposed strategy
4. What is an effective
SOCIAL MEDIA STRATEGY?
• Consistent in its tone and echoes the
voice of the brand
(Which of the 12 brand archetypes does
your brand assume?)
• Knows who its speaking to
• Adapts with trends and updates in social
media platforms
• Tailors its approach to the medium it is on
• Has clear, well defined goals (both short
and long term)
• Knows which metrics matter
• Is data driven
•
5. What goals are we looking
to meet from social media?*
• Increase brand awareness
• Drive traffic to your website
• Generate new leads
• Grow revenue (by increasing signups or sales)
• Boost brand engagement
• Build a community around your business
• Provide social customer service
• Increase mentions in the press
• Listen to conversations about your brand
*Alfred, L. (2019). Social Media Marketing Strategy: The Complete Guide for Marketers. Buffer Marketing Library.
7. Strengths Weaknesses
Opportunities Threats
• Wealth of written, ready to
market content library
• Educational video content
library
• A good company story (remote
working culture is a very
shareable hook for social media)
• Lack of ad spend on social
media
• Inability to capitalise on #trends
• Absence from one of the most
significant social media
platforms (Instagram)
• Low number of followers
• Cross promotion across channels to
encourage a symbiotic relationship among
different platforms
• Positive consumer stories
• Competitors such as Autocrit and
Hemingway’s current lack of strategical
presence on social media (Both these
competitors have a very small social
media presence @HemingwayApp (3.4K
Twitter followers), @AutocritEditing (1.2K
Twitter followers, 136 Instagram followers)
• Grammarly's increasing ad
spend and domination in the
editing industry for
professionals outside of the
writing community
• Eventual arrival of more
competitors and strategic
social media overhaul of
existing competitors
9. • Creating promotional content. The idea is not to engage (comments are disabled for these
videos), but to create awareness and potential leads.
• Their current video strategy is telling client stories from different nationalities, countries and
professional fields.
• With videos raking up an average of 10-30M views (with subscriber numbers at 125K), it's
obvious the chunk of their ad spend is YouTube.
• Shareable quotes in bright colours with short captions (Happy Monday!) that appeal to the Instagram
audience but don’t necessarily promote brand value.
• Executing #trending campaigns to increase reach (Eg. Father’s Day, Pride month), including changing
their logo to the colours of the Pride flag for Pride month.
• Effective use of Insta stories to drive traffic to their blog.
Grammarly - A Closer Look
• Twitter is a combination of blog content, image quotes (mostly motivational) and giphys.
• The YouTube videos don't make an appearance.
• There's also an ongoing campaign #MyWritingStats but it has failed to create any real
momentum because of low engagement on the page's Twitter and lack of cross-promotion on
their other, more successful platforms.
10. • Sharing e-mail and cover letter etiquette, CV advice, celebrating work anniversaries,
new hires and company culture - It's what works for the LinkedIn audience, and that is
the clear strategy Grammarly adopts for this medium.
• The LinkedIn content is also heavy on educational videos, with multiple posts on
footage of a recent panel on 'Effective Communication' hosted with Giphy, Slack,
Reddit, Inc. and General Catalyst.
(Interestingly, these videos don't make an appearance on any other platform. Missed
opportunity? The Twitter audience responds to educational content, and byte-sized
information could also work on Instagram, and the full length videos have a place on
IGTV.)
• Sharing long form content from the Grammarly blog, and images that are recycled
from Instagram.
• The blog content itself is influenced by trending content on social media to further
increase shareability.
• Captions are aimed at inviting engagement in the form of comments (Since
engagement is a primary metric for the Facebook algorithm, this strategy makes
sense).
• It's also worth noting that the page itself doesn't engage with users in the comments,
even when it's a customer complaining about their service and seeking customer
support.
11. Grid to inaugurate Pride
month on Instagram
Redditors respond to Grammarly’s ubiquitous ads
Educational video content
on LinkedIn
Content targeted to
working professionals on
LinkedIn
Lack of response on
customer complaints on
Facebook
Grateful consumer
stories on YouTube
13. Proposed Strategy
• Take a content-first approach to social media marketing.
Have social media trends dictate the content calendar to
leverage existing audience and drive traffic to the website,
and hence increase product awareness.
• Create content buckets (social media IPs) to create
stickiness and give the audience something to return to.
• Increase focus on video. There is 4.5 billion annual hours of
how-to video viewership. By cross-promoting educational
YouTube content on Instagram, Twitter and IGTV, focusing
on HowTo hooks, it is possible to capitalise on the explosion
of video consumption across age groups and platforms.
