HowTo create your Social Media Strategyby Kameel Vohrawww.kameelvohra.com

Campaign Objective

• The first step is understanding what you are trying to do:– Increase revenue? Gain more customers? – Gain market insight? Raise awareness? – Develop new products?

• This should match your corporate objectives

Why?

because your objectives will determine your audiencethe mediums you’ll useyour content strategyand the if the campaign was a success

Example

• Corporate Objectives: – To increase restaurant sales by 10% this year.– To reduce operating expenses by 10% this year.

• Social Media Objective: – For the next six months, use free social medias to

generate positive customer recommendations that will attract XXX new customers.

Who are you talking to?

• Segment them & discover their behavior• Who are they?

– Customers? Product reviewers? Industry pundits? News content creators? Suppliers?

• Demographics? (Age, gender, location)

• Behavior?– Readers? Bloggers? mobile access? web access? from home or work? what

sites do they visit? what do they want? What are they currently saying online?

• Verify your research, if possible, meet these people

Example

• Customers are aged between 25-35, live within 3km of the property, they are tech-savvy, participate online on blogs and review sites, they have a high use of mobile devices, likely to have a profile in one or more social networks, and are consumers of video content, etc

Select the Medium

• There are lots of social media mediums• Not just Twitter, LinkedIN & Facebook

• What do mediums do your audience use?• It’s a waste of time using a tool that your

audience doesn’t use.

Implementation

• Create content your audience is looking for (based on your audience research)

• Allocate internal resources or get an agency• Put widgets for content creation / distribution

on your own website • Begin distributing your content & engaging

your audience

Monitor & Manage• You’re now the host of an on-going event– Treat everyone like they’re your guest

• Respond to your guests– Increase where you get positive responses– Change or remove where get negative responses– Monitor & ask for guest feedback– Constantly measure against your campaign

objective, recycle & improve

Example

• Menu & Food suggestions from customers are increasing, so involve the Chef / F&B in the conversations

• Pictures of parties/events are being heavily viewed, so increase the frequency and number of pictures, ask for audience contributions

• Comments on rooms are negative/positive, understand and respond to guest feedback, provide incentives/responses based on your current corporate policies.

Questions ? please get in touch.

about the author

Kameel VohraMarketing Consultantwww.kameelvohra.com@kameel