Social strategy: where inbound meets outbound.
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Social strategy: where inbound meets outbound.
- 1. Social Strategy Where inbound meets outbound
- 2. From Outbound to Inbound …
- 3. Your website @ the core. Generate leads on owned media. E-mail Website LinkedIn Twitter Events
- 4. Conversion on your own website Website tactics (newsletter sign up, whitepaper download, event registration, …)
- 5. Social inbound & Social outbound Listen first, talk later.
- 6. Social Media Strategy without Campaigns It’s structural. It takes time & effort. Campaigns for reach are OK. But in social, reach should not be focus.
- 7. GOALS KPI GOALS KPI Inbound social (care) Outbound social (educate) strategy tactics activities Set-up monitoring Engage in conversations Help people out Curate external content Set-up team Editorial planning Processes Crisis Communication
- 8. Monitoring Tools Set-up Hoot suite for social channels Google Alerts for the entire web
- 9. Hoot suite
- 10. Hoot suite
- 11. Google Alerts
- 12. Inbound strategy Listen and jump in when: - You can help - The content helps - It’s about your brand
- 13. Inbound strategy Define response scenarios for topics (outbound meets inbound)
- 14. Inbound strategy Think crisis communication as well. What potential crises? How will we react? (outbound meets inbound)
- 15. Outbound strategy Editorial planning. Linked to Sales focus.
- 16. Editorial outbound planning What content to who at what time through which channel?
- 17. Editorial outbound planning To who? Map your audience. List pains, content preferences & channel preferences.
- 18. Audience Mapping 1: people FTE Decision maker
- 19. Audience Mapping 2: pains & values FTE Decision maker
- 20. Audience Mapping 3: channel & content preferences FTE Decision maker
- 21. Audience-Content Map Link content values of audience to content types and channels Audience with content values Content to create
- 22. Editorial outbound planning At what time on which channel? Timing - Calendar (align with e.g. cold calls by sales) (align with industry events) (define a SMART frequency)
- 24. How to generate social reach? • Keep calm and never give up • Use your internal ambassadors (seeding) • Connect with influencers • Campaigns (LinkedIn PPC, De Tijd, Kanaal Z) • E-mail signatures refer to social presence • Don’t do social media marketing to get reach – Do remarkable stuff, do good.