Recomendados
Más contenido relacionado
La actualidad más candente
Destacado
Similar a Cen tex new_media_ppt_julina_macy
Similar a Cen tex new_media_ppt_julina_macy (20)
Cen tex new_media_ppt_julina_macy
- 1. Creating Your Social Media Content Plan By Julina Macy
- 2. Step 1 What Are Your Goals? What is your brand about? A brand name is more than a word. It is the beginning of a conversation. - Lexicon
- 3. Step 1 What Are Your Goals? What is your brand personality?
- 4. Step 1 What Are Your Goals? What is your brand experience?
- 5. Step 1 What Are Your Goals? What is your brand promise?
- 6. Step 1 What Are Your Goals? 87 percent of consumers say their online social interaction with the company POSITIVELY impacted their likelihood to purchase from that company
- 7. Step 1 What Are Your Goals? No. 1 Goal: Increase Brand Awareness (87 percent) No. 2 Goal: Increase Web traffic (62 percent) No. 3 Goal: Improve Reputation (61 percent) Other Goals: Generate More Email Opt-ins; Increase Customer Feedback
- 8. Step 2 How Will You Promote? Website Direct Mail Follow-up Surveys Newspaper Radio TV advertisement
- 9. Step 3 Identify Key Audience
- 10. Step 4 What’s Your Message?
- 11. Step 5 Set a 90-Day Plan Start Small Select the Specific Social Media Channel(s) Create CONSISTENT and ENGAGING content Develop an Editorial Calendar Theme for Each Month? What Type of Content? What Offers?
- 12. Step 6 Create a Maintenance Calendar Daily Weekly Monthly As-Needed
- 13. Daily Reputation Management Be Proactive Be Transparent Be Sympathetic Be Apologetic
- 14. Step 7 Responsibilities Assign Employee (or you) as Account Manager
- 15. Step 8 Evaluate After 90 Days, Evaluate Progress Were Goals Met? Did You Reach Target Audience? What Worked? What Didn’t Work? Did You Adjust Your Messages? Do You Need To?
- 16. Step 8 Evaluate What’s Your ROI? Facebook Analytics Track Link Clicks Engagement Tone Traffic to Other Sites Revenue
- 17. Questions About Creating Your Social Media Content Plan? @JulinaMacy or julinamacy@yahoo.com
Notas del editor
- Do you feel like everybody has social media figured out, except you? No worries! Everybody feels like you – you’re not alone. Unless your organization is in the top-five percent of consumer brands or agencies, don’t feel overwhelmed about not being a “top-tiered” social media guru. Before you jump in head first into all social media platforms and become quickly overwhelmed, step back and look at your business. What are your goals? What are you trying to accomplish?Before you can begin laying out how often you should post online – or what you should post – you need to set out a clear set of goals. This may sound like a simple question, but what is your brand about? Your brand isn’t a product or service. Your tagline shouldn’t be a product description. If you don’t understand what your brand is – what the emotional tie is for your customers – you won’t be able to develop a content plan that builds on your brand. Yes, you can still post as often or little as you like, and generate some revenue, but to be truly effective, your social media should align with your brand. And keep in mind that social media sites, like Facebook, are not marketing platforms. Yes, they’re free and a great channel for promoting a product or service, but it shouldn’t be – and won’t be – the biggest sort of revenue for your business. Make sure your brand sites are creating conversations – not just pushing out information.
- Hopefully, if you understand what your brand is about, you’ll be able to set goals that match its personality. It should be how your brand speaks and behaves. It’s no different than assigning human qualities to your pet. Consider Apple. They consider themselves to be innovative, casual, cool. These commercials rarely even showed their products, yet you knew their personality and type of business they were. You feel like you know the brand. When setting goals for your social media accounts, will you create a serious tone, a humorous tone or something in between. Only you can determine that part.When it comes to your social media presence, how will the you show the brand personality on the page? How will it meet your goals?
- You personality online will also help portray the brand experience – the experience the consumer has when interacting with (you)? Hopefully the brand experience you convey is one that goes out of it’s way to exceed the customer’s expectation. Or, is it one that is just out there to make money? Of course you want a decent profit margin, but the customer needs a strong, positive experience to be a long-term, loyal and engaging customer.Consider Starbucks. You don’t just go into their store for an overpriced coffee. You go there for the experience. You get free wi-fi, a cool/young atmosphere to relax and hang out with friends. That’s the experience you’ll get to enjoy. The trick is now relaying that experience to your online image.
- What is your brand promise to build your brand? Remember, a brand isn’t a product or service. It’s an EMOTIONAL RELATIONSHIP between your company and the customer. The promise is the tangible results. Think of FedEx. Years ago, their brand promise was “there’ll get your package to you by 10 a.m. the next day.” The promise was broken at 10:01 a.m. So what’s your brand promise and how will you express it on social media? Maybe you promise satisfaction guarantee? How can you use Facebook to engage customers and meet that brand promise if they use your Facebook wall as a sounding board for a promise broken?
- A recent JD Power and Associates report (released Feb. 2013) found that 87 percent of consumers say their online social interaction with the company POSTIVELY impacted their likeliood to purchase from that company. So, if a person likes your social image, they’re more likely to buy from you!
- http://www.prdaily.com/Main/Articles/13569.aspxAnother study from PRDaily.com showed that the top three goals of major corporations aren’t focused on the bottom line, rather, they were to increase the brand awareness and improve their reputation. But if you determine your goals need more tangible results, add to your goal list more traffic to your website, more email marketing sign-ups or increased consumer engagement. Setting your goals is your first step in an effective social media content plan.
- How will you promote the new social media sites? List your current marketing outlets – direct mail, CSR, newspaper, radio, etc. For example, you could add links to your Facebook fan page to your website or advertise a Twitter handle on a radio ad. While social media can go viral, most information YOU want to get out and share takes a little effort. Like anything else, your social pages need to be promoted.
- Of course, to promote you social sites, you need to know which demographic to promote them to. Your messages should be directed to your key audience. Don’t worry or panic about missing the majority of the population.
- Once you know your audience, tailor your message to peek they’re interest and meet some of your other goals.
- At this point, you should know what your overall goals are, who you are trying to reach and the messages you want to share. Now is the time to actually sit down and set a 90-day plan. Start small. If you try to start using multiple social sites at once, for instance, you’ll burn out. If your target audience is Debra – as mentioned earlier – try Facebook first or Pinterest if you have lots of visuals. If it’s a younger audience with short attention spans, then test out Twitter. The point is to start with one or two before trying them all. By setting a three month plan, it’s also a good test period for testing themes, content and offers. It’s easier to evaluate at the end of the 90-day plan too.A final note, if you’re a business owner or brand manager and have no one managing your social efforts, then get an accountability partner to make sure you're staying in line with your 90-day plan.
- While this step may look like it’s apart of the previous one, it’s important to put an emphasis on a creating a maintenance calendar. This will help you stay on track for the type of activities you need to be doing, and how often you should be doing them. For instance: Daily – Monitor audience comments; Weekly – Pre-write content for upcoming week; Monthly – Review analytics and modify content calendar; As-Needed – Reputation Management
- To elaborate on daily activities, it’s important t be proactive in all your efforts. It may feel like just reacting if you have a negative comment about you or your business, but you can proactively create a human response that is transparent, timely, sympathetic and apologetic all at once. Responses to negativity should have caring messages that accept responsibility and demonstrate a commitment to preventing a similar event in the future. You should be transparent and proactive. NEVER respond in all caps, refute blame and point finger back at the customer. Take a negative comment and turn that customer into a cheerleader customer. Consider this recent example with LG Electronics on their USA Facebook page…
- Assign employees to manage accounts. Add it to their job description and monitor their activities like any other job duties. When an employee leaves the company/department, change the password. Even large companies can get hacked. As this image shows, the Burger King Twitter account was hacked on Feb. 18. McDonalds quickly tweeted from their end that they had nothing to do with it. Make sure any employees managing accounts from smartphone have key locks and don’t cross their business updates with personal updates.Remember how we mentioned earlier about the brand personality being important to your goals? Well, make sure the person managing your account reflects your brand personality. The Account Manager is a public extension of your business, so make sure they radiate that image online.
- Remember the “Debra” customer mentioned earlier? As seen in the chart here, this company could say they’d reached their target customer. Majority of the followers reached are female and between the ages of 35 and 44.