BUILDING THE FOUNDATION FOR SUCCESS: SETTING SOCIAL MEDIA GOALS STRUCTURING YOUR SOCIAL MEDIA TEAM FOR NOW AND FUTURE EVALUATING THE BEST SOCIAL TOOLS FOR THE JOB DEVELOPING A BUDGET AND GARNERING EXECUTIVE BUY IN

1. Developing a
social media
strategy
BY : Shashi shekhar
Digital marketing expert
www.trendyourway.com

2. BUILDING THE
FOUNDATION FOR
SUCCESS: SETTING
SOCIAL MEDIA GOALS

3. KPI
(KEY PERFORMANCE
INDICATOR)
A quantifiable measure used to
eavluate the success of an
organization, employee, or project in
meeting objectives for performance.

4. VANITY METRIC
A surface level metric: numbers
or statistics that look great on
paper but don't correlate to
business success.

5. REMEMBER YOUR
BUSINESS GOALS

6. Reach ENGAGEMENT
RETURN ON
INVESTMENT (ROI)
RETENTION AND
LOYALTY
SOCIALMEDIA
KPIS

7. FOLLOWER
COUNT
KPIS: REACH
IMPRESSIONS MENTIONS SHARE OF
VOICE

8. KPIS: ENGAGEMENT
LIKES OR FAVORITES: AN INDICATION THAT YOUR VIEWERS
APPRECIATE THE CONTENT
COMMENTS: DIRECT ENGAGEMENT WITH YOUR CONTENT
SHARING AND RETWEETS: A DEMONSTRATION THAT YOUR
AUDIENCE CARE ENOUGH ABOUT YOUR CONTENT TO LET
OTHERS KNOW ABOUT IT
RATINGS AND REVIEWS: A DEMONSTRATION OF STRONG
ENGAGEMENT AND OPINION
INBOUND WEBSITE LINKS: AN INDICATION THAT YOUR
CONTENT IS INTERESTING ENOUGH TO CLICK THROUGH TO
YOUR SITE.

9. DIRECT SALES
REVENUE
LEAD CONVERSIONS
SUPPORT COSTS
PER CUSTOMER
LIFETIME VALUE
KPIS:
RETURN ON
INVESTMENT

10. REVIEWS AND RATINGS
ISSUES RESOLVED
SERVICE LEVEL AGREEMENT
TIME TO RESOLUTION
KPIS:
RETENTION
AND
LOYALTY
CUSTOMER SATISFACTTION
SENTIMENT

11. STRUCTURING YOUR
SOCIAL MEDIA TEAM
FOR NOW AND FUTURE

12. OF RESPONDENTS DO SOCIAL
MEDIA ON TOP OF OTHER
DUTIES.
62%

13. WORK ON TEAMS OF FIVE
PEOPLE OR FEWER.
37%

14. ALWAYS START
WITH BUSINESS
GOALS.
0 10 20 30 40
Item 1
Item 2
Item 3
Item 4

16. WILL YOU BE
INTERNATIONAL?

17. DO YOU HAVE
EXECUTIVE BUY-
IN?

18. WHAT ARE YOUR
ROADBLOCKS?

20. SOCIAL MEDIA ROLES
STRATEGIST
ANALYST
PROJECT MANAGER
COMMUNITY MANAGER
EDUCATION/TRAINING
CONTENT MANAGER
DESIGNER/DEVELOPER
BLOGGER/COPYWRITER
INFLUENCER RELATIONS
PHOTOGRAPHER/
VIDEOGRAPHER
BUSINESS UNIT
LIAISON

27. PLAN BUSINESS AND SOCIAL GOALS ONE TO THREE YEARS OUT.
CONSIDER YOUR STAKEHOLDERS NEEDS.
MAP OUT A PLAN FOR THE FUTURE
IDENTIFY POSSIBLE SOCIAL MEDIA ROLES BASED ON THOSE GOALS.
DEVELOP A TIMELINE FOR REACHING THOSE GOALS AND BUILDING
THE TEAM.
ALLOCATE OR ADVOCATE FOR RESOURCES.
EVANGELIZE YOUR PLAN THROUGHOUT THE
ORGANIZATION.

28. EVALUATING THE
BEST SOCIAL TOOLS
FOR THE JOB

29. HUNDREDS OF OPTIONS

30. FA
C
EBO
O
K
TW
ITTER
IN
STA
G
R
A
M
LIN
K
ED
IN
40
30
20
10
0
SOCIAL
LISTENING AND
MONITORING
TOOLS

31. SOCIAL LISTENING
REVIEW COMMENTS
AND MENTIONS
FOLLOW
CONVERSATIONS
ABOUT YOUR BRAND
WATCH HASHTAGS
KEEP TRACK OF
INFLUENCERS,
CUSTOMERS AND
PROSPECTS.

32. FREE SOCIAL LISTENING TOOLS
GOOGLE ALERTS HASHTAGIFY
SOCIAL MENTION TWEETDECK

33. PAID SOCIAL LISTENING TOOLS
NETBASE BRANDWATCH
SYSOMOS CRIMSON HEXAGON

34. COMMUNITY
MANAGEMENT
TOOLS
HOOTSUITE
SPREDFAST
LITHIUM
SPROUT SOCIAL

35. INFLUENCE
MANAGEMENT
TOOLS
FOLLOWERWONK
KRED
PEERINDEX

36. How publishing and community
management tools can help
MANAGING
MULTIPLE SOCIAL
SERVICES IN ONE
PLACE
CLONING POSTS FOR
RESHARING
MANAGING
MULTIPLE USERS
WHO NEED ACCESS
AND PUBLISHING
RIGHTS
SCHEDULING
CONTENT

37. PUBLISHING AND COMMUNITY
MANAGEMENT
BUFFER OKTOPOST POST PLANNER TWEETDECK
SOCIAL OOMPH SPREDFAST LIKEABLE HUB HUBSPOT

38. CONTENT CREATION
TOOLS
CANVA BEFUNKY INFOGRAM STENCIL

39. STOCK PHOTOGRAPHY
WEBSITES
UNSPLASH
1
PEXELS
2
PIXABAY
3
SHUTTERSTOCK
4

40. VIDEO CREATION TOOLS
VIDYARD
1
SOAPBOX
2
LOOM
3
PLACEIT
4

41. Item 1 Item 2 Item 3 Item 4
125
100
75
50
25
0
ANALYTICS
TOOLS
SYSOMOS KEYHOLE
BRANDWATCH NETBASE
RADIAN6

43. WRITE DOWN THE TOP 25 MOST
IMPORTANT FEATURES YOU NEED
REVIEW THE LIST , AND CIRCLE
YOUR TOP FIVE FEATURES
USE THESE TWO LISTS TO
EVALUATE POTENTIAL TOOLS.
CHOOSING A
SOCIAL MEDIA
TOOL

44. DEVELOPING A
BUDGET AND
GARNERING
EXECUTIVE BUY IN

45. BUDGET
CONSIDERATIONS
WHAT SOCIAL CONTENT DO YOU NEED TO CREATE?
WILL YOU NEED TO HIRE FREELANCERS OR A
DIGITAL, SOCIAL, OR AD AGENCY?
WHAT'S YOUR IDEAL MIX OF ORGANIC AND PAID
ADVERTISING?
HOW MUCH ADVERTISING DO YOU THINK YOU
WILL REQUIRE?
ARE YOU CONSIDERING PAYING INFLUENCERS TO
PROMOTE YOUR PRODUCTS?
AAI | Pro X
DO YOU HAVE THE RIGHT STAFFING FOR YOUR
PLAN?
WHICH SERVICES AND TOOLS DO YOU NEED? HPW
MUCH WILL THEY COST?

46. Item 1 Item 2 Item 3 Item 4 Item 5
40
30
20
10
0
GATHER
INDUSTRY
DATA
TO PROVIDE
JUSTIFICATION LOOK
FOR INDUSTRY DATA

48. SENIOR LEADERS
CARE ABOUT
COMPETITIVE
ADVANTAGE
PROTECTING BRAND
REPUTATION
NEW AVENUES
FOR REVENUE
COST SAVINGS
AND EFFICIENCY

51. CONNECT
WITH US
EMAIL:
CONTACT@TRENDYOURWAY.COM
VISIT:
WWW.TRENDYOURWAY.COM