How to Win in Social Media

8/10/2019 How to Win in Social Media

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How to Win inSocial Media

Written byStuart Davidson

A Guide to Optimising Your SocialMarketing Campaigns


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Stuart is a freelance social media and digital marketingprofessional now based in London, United Kingdom Alongside!is work at "!e Social S!ark, Stuart co#owns a web design andde$elopment compan% called "!inking &orwards

About t!e Aut!or' Stuart (a$idson

Stuart !as been de$eloping !is own online business initiati$essince )**+ e is an acti$e contributor to numerous socialmedia blogs, publications and domains Stuart-s "witter!andle is @RealSocialShark

ow to .in in Social Media

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Cha ter " #ntroduction Cha ter $" Research $Cha ter %" &ims and 'bjectives (Cha ter (" Strate)y *

Cha ter *" +ettin) Set , -Cha ter " Social Tools / So0tware 1Cha ter 2" 34ecutin) The +ame 5lan %Cha ter -" 'n)oin) 6ana)ement 2Cha ter 7" 6easurement / Re ortin) 7Cha ter 1" Summary $Cha ter " Conclusion $$

CO/"0/"S'


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.inning in social media 4t-s !arder t!an %ou t!ink Youprobabl% !a$e some sort of online presence, but are %ouwinning5

"!e di$ersit% in social media allows %ou to establis! a widescope for marketing 4t is a fast route to market andcomparabl% c!eaper to set up t!an traditional c!annels

6ut neit!er doing %our !omework nor preparing %ourselfeffecti$el% will ultimatel% result in a $er% rock% ride Or anepic fail As t!e modern internet users like to sa%

After reading t!is e6ook,%ou-ll be able to get t!e mostout of social media for %ourbusiness b% understanding!ow to optimise %our socialpages, formulate sustainablestrategies, and efficientl%manage, maintain and refine%our campaigns

C A2"07 3' 4ntroduction

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Monitoring, anal%sing and making use of data collected about%our competitors social con$ersations and interactions, can be a!ard slog 6ut it-s wort!w!ile Your researc! s!ould be gearedtowards establis!ing !ow %ou can impro$e on e8isting socialstrategies t!at are working, w!ile a$oiding t!ose t!at aren-t

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8ever underestimatethe value o0 )ood9uality research. :indout what yourcom etition are alreadydoin) in social media.What is workin) 0orthem;


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4n order to successfull% conduct 9ualit% researc!, it mig!t bebest to use social tools to assist %ou, or outsource t!isentirel%

"!ere are man% different tools and software to consider,w!ic! can !elp in $arious wa%s, depending on %our businessand industr% A good starting point is c!oosing a listening toollike 6u::6undle to e$aluate !ow %our competitors are

interacting You will also want to gain a solid understandingof %our target market and !ow ;and w!ere< %our idealcustomers are acting and communicating in social media


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"ake t!e e8ample of a new cleaning business 4t-scompetitors mainl% use "witter for brand awareness andcustomer ser$ice strategies "!eir audiences are !ig!l%engaged wit! discussing t!e problems of a poor cleaning

ser$ice "!is alone !ig!lig!ts man% ke% considerations andstrategic implications for t!e new cleaning business, suc! ascontent strateg%, engagement practices and perceptionbarriers

.!at platforms t!e% are using5 ,ow acti$e aret!e%5 .!at are t!e% discussing most5 .!at t%pe of

content encourages positi$e actions from t!em5

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Unless %ou knowe8actl% w!ere %ouwant to get to,c!ances are %ou won-tget t!ere Your aimsand ob>ecti$es s!ouldat least use somebasic managementprinciples suc! as t!eSMA7" acron%m'

You s!ould also look to create bot! platform and campaignle$el ob>ecti$es 0$er%t!ing t!at consumes in$estment orenerg% s!ould be focused on reac!ing a set of targets 4ft!ere aren-t clearl% distinguis!ed goals to measureperformance against, t!en %ou-re fig!ting blind

C A2"07 =' Aims and Ob>ecti$es

Smart, Measurable, Attainable, R ele$ant and Time#bound

11 2age ?

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8/2711 2age @

7ealising and understanding !ow %ou will get from an ob>ecti$eto a business result lies in e8perience and e8pertise And a deepunderstanding of %our business and %our clients

Strateg% isn-t a $ague word w!en %ou can t!eoreticall% matc!aims, to actions, to results a$ing contingencies, loops ande8its in a $isual model tends to pro$ide a better understanding

of w!at t!e o$erall strateg% model is tr%ing to ac!ie$e Andw!at eac! platform and campaign is adding to t!e o$erallstrateg% Let me gi$e %ou a basic outline of w!at %ou s!ould belooking to map out and build upon during %our first strateg%session

&undamental to an%strateg% is t!ereasoning be!ind w!% %ou will be acting

Alwa%s keep %ourbusiness result and%our ob>ecti$es at t!eforefront of %our mindw!en formulatingsocial mediastrategies

C A2"07 ?' Strateg%

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"!is skeleton strateg% map is a good starting point 4t s!ould

pro$ide a good o$er$iew before %ou take it man% le$els deeperand start to matc! indi$idual social actions to ob>ecti$es, tobusiness results (on-t skip o$er t!e strateg% p!ase it is $italfor understanding t!e scope of %our e8ecution


11 2age B

Strateg% Map' Starting 2oints

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10/27


11 2age

"o recap, w!at is %our 6usiness 7esult5 .!at are t!eOb>ecti$es of %our social media campaigns5 7ig!t, so let-s

consider an e8ample of !ow %ou mig!t formulate a strateg%for getting t!ere

4magine %ou are an establis!ed accountant but !a$e fewclients You want to attract more clients to ultimatel% earnmore mone% 4nitiall%, a successful social media campaignwould focus on sales and lead generation and little else

.ider social benefits are not $er% important to %ou rig!t now it-s all about t!e bottom line

Your researc! !as indicated t!at Linked4n is t!e most suitableplatform to attract professional clients You understand t!at%our profile must be optimised and t!at %ou s!ould becomeacti$e in man% rele$ant Linked4n groups Your initial roadmap

indicates t!at targeted dail% participation will increase %ourpresence and strengt!en %our network You decide t!at t!ispassi$e approac! can be en!anced wit! Linked4n 22C andsome proacti$e lead generation acti$ities You refine %ourLinked4n ads, establis! %our sales cop%, create a clear contentcalender and segment w!o %our ideal target audience base isto approac! You bring all t!e components toget!er into asingle sales and lead generation strateg% t!at %ou can follow,measure and 9uantit% You start implementing %our strateg%and wit!in t!e first period %ou start to attract and con$ertnew clients .inD

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Once %ou are confident on w!ic! social media platforms %ouwill utilise, setting up t!e accounts and profiles s!ould be astep not taken lig!tl%

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Your researc! s!ould indicate t!e appropriate social platformst!at %our business would benefit from being acti$el% engagedin (epending on %our industr% and campaign ob>ecti$es, t!iscould !ig!lig!t a number of combinations of differentplatforms and tools

C A2"07 @' Getting Set Up

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6randing %our profiles s!ould focus on clearl% communicating%our core business messages and call to actions Ke% businessinformation, contact details and benefits s!ould be included ast!e back#bone of %our profile cop% Keep in mind t!at all cop%s!ould be optimised for searc!, w!ile retaining a !ig! le$el of

interaction and personabilit%


EAccount branding and

optimisation will ensure %ourprofiles appear w!ere t!e% s!ouldand to w!om t!e% s!ould, w!ile

satif%ing %our client-s needs F

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4t is important to consider t!at eac! profile is a point of contactwit! %our clients 4ntegrating na$igation to %our website, landingpages, ot!er social profiles or ke% marketing c!annels will direct%our traffic flow accordingl% 4f for instance, %our ke% campaignob>ecti$es point towards attracting sign ups on a landing page,t!en t!is s!ould be t!e main focal point w!en setting up %oursocial profiles

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A good wa% to establis! w!at tools will be of benefit to %ourspecific campaign is to segrate t!em based on w!at acti$itiest!e% will assist 4 keep mentioning assist, because t!at ise8actl% w!at t!e% s!ould do Automation s!ould ne$erreplace %ouD

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As part of getting set up, %ou s!ould consider using $arioustools w!ic! could assist %ou t!roug!out %our social mediacampaigns "!eir benefits are ob$ious' producti$it%, scope,efficienc%, fle8ibilit%, continuit% "!e list could go on Sow!at tools s!ould %ou be using5

C A2"07 B' Social "ools H Software

Let-s e8aminew!at areas of %ourcampaign socialmedia tools andsoftware couldassist wit! 4 !a$eoffered a fewe8amples ofdifferent tools t!at%ou ma% considerusing for eac!area

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11 2age 33

"!ese suggestionsare >ust t!e tip oft!e iceberg in termsof w!at-s a$ailableSpend some timeresearc!ing $arioustools and establis!

w!ic! ones workbest for %ourbusiness

Campaign Activity Social Tools & Software

Set Up "!eme&orest

Listening 6u::6undle

Management ootsuite 2ro

Anal%tics H 7eporting Sprout Social

S%ndication "!e 6est Spinner

Complementar% S0O 2owersuite

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One of t!e tools 4 use fre9uentl% to assist me in managing$arious social media campaigns is ootsuite

ootsuite is a social media management tool t!at allowsusers to integrate all of t!eir social profiles into one !ub 4tcomes in bot! a free and paid $ersion, making it suitable forbot! organisations and casual users 4 recentl% wrote a re$iew of ootsuite t!at included a detailed $ideo tutorial 4 !a$eadded t!e tutorial link below for more information on !ow

%ou can le$erage ootsuite to en!ance %our campaigns

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ootsuite is a !uge time sa$er w!en %ou are running socialmedia campaigns across $arious platforms or w!en t!ere arenumerous contributors "!e =*#da% free trial $ersion ofootsuite 2ro is a$ailable !ere

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media professionals 4f %ou would prefer to get %our !ands dirt%%ourself, t!en t!ere are $arious tactics and best pratices wort!considering before di$ing in (epending on %our campaigns andstrategies, a few areas w!ic! s!ould be routinel% managed andundertaken include'

# "raffic generation

# Content strateg%# Communit% management# Campaign management# Lead nurturing

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Your researc! isdone and %ou !a$ee$er%t!ing set upand read% to go/ow its time fore8ecuting t!egameplan 6usinessowners wit! littletime oftenoutsource t!isp!ase to social

C A2"07 ' 08ecuting "!e Game 2lan

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"!ere are numerouse8ecution practices w!ic!will re9uire considerationduring %our strateg%implementation

0ti9uette is an importantfactor w!en participating in

different socialen$ironments


ESocial mediaoutsourcingincreased 3)+Iin t!e past two%ears F Source' www !ubspot com

11 2age 3?

&or instance, &acebook users are more inclinded to use t!eplatform for networking wit! friends and s!aring wit! t!emw!at interests t!em Consistent business promotion ist%picall% not an effecti$e approac! to take On t!e ot!er!and, Linked4n is made up solel% of professionals w!o arekeen to network and disco$er potential businessopportunities Maintaining best practice etti9uette on eac!platform will ine$itabl% increase %our social marketingcampaign effecti$ess

"o gi$e %ou an idea of w!at to consider w!en e8ecuting %oursocial media strategies, we can look at t!e core segments ofw!at e8ecution is' w!at to post, w!en to post, w!om to postto, !ow to react, !ow to con$ert and !ow to ad>ust

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18/27


11 2age 3@

,nderstandin) what to ost hi)hli)hts many keyconsiderations. Creatin) a sound keyword strate)y andcontent calenders to coordinate and or)anise your content isan e00ective way o0 maintainin) consistency and coherence=es ecially i0 you have multi le contributors. Realisin) thatcontent value derives 0rom the value your audience )ains=also hi)hli)hts how to 0ocus your content and how it should beresented.

When to ost is another key 0actor which can be levera)ed toincrease your sco e and en)a)ement levels. :or instance=:acebook activity eaks between m and ( m= whereas+oo)le> activity is at its hi)hest between 7am and am.

,nderstandin) who your customers are and who the keyin0luencers are in your industry is essential research. But how

do you interact with di00erent ty es o0 eo le; Be ersonable=ro0essional and always kee your )oals in mind wheninteractin). There is a time 0or )ossi and a time 0orstren)thenin) your network and en)a)in) with customers.

Social marketin) is a dynamic medium and reactin)e00ectively to trends or s ikes can im rove your e4ecution.5lacin) a ri)id system on your social marketin) can reduceyour ability to react accordin)ly to o ortunities that mayresent themselves. Be 0le4ible and consider that socialim acts are almost im ossible to redict and lan 0or entirely.

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19/27

Con$erting social connections into leads can be a dauntingprospect Sometimes, it-s as eas% as repl%ing to an en9uir%,but t!is is usuall% not t!e case Make sure %ou !a$e not actedtoo soon and don-t appear to $alue t!eir connection >ust totrigger a sale Get to know t!em and engage wit! w!at t!e%consider to be concerns, barriers or general beliefs 4f t!eopportunit% presents itself t!at %our products or ser$iceswould benefit %our follower, t!en b% all means s!are t!erele$ant information and links


E3@I of consumersuse social media to

searc! for localbusinesses F

Source' www socialmediatoda% com

11 2age 3B

Ad>usting %our social marketing approac!es to continuall% suit%our audience-s needs is important /o person is identical and%our tactics s!ould mirror t!is (on-t be afraid to t!ink outsidet!e bo8 and tr% different approac!es, as long as t!e% sta%consistent wit! %our goals

"!e old mantra t!at returning customers cost B# times lesst!an new customers !olds true in social marketing "ake timeto maintain engagement wit! %our e8isting audiences 0ffortspent on e8isting clients s!ould be balanced against attractingnew clients

Knowing !ow to ma8imise t!ee8ecution of %our socialmarketing campaigns comeswit! e8perience Unfortunatel%,t!ere is no definiti$e blueprint%ou can memorise 0$er%one isdifferent

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20/27

activities. &ddin) leads to your CR6= u datin) your team onstrate)y adjustments= res ondin) to emails= answerin) calls=attendin) meetin)s= liaisin) with your brandin) de artment. #t allseems to kee ilin) u ...

11 2age 3


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11 2age 3+

Bein) creative with your on)oin) mana)ement can re0reshyour workin) routines.


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5retty mucheverythin) inmarketin) should bemeasured. 5utsim ly= i0 you don?tmeasure yourer0ormance= youwill have no ideawhether you arebein) e00ective andhave little

11 2age 3

understandin) o0 whether you achieved your business results.To reca = social media marketin) is ultimately a businesse4 enseE an objective led series o0 cam ai)ns to bene0it thecom any. The articular metrics to measure will de end onyour )oals and strate)ies. #t?s im ortant to understand whichmetrics meet your objectives.

&void metrics which have no barin) on your objectives. Someeo le )et disillusioned by the amount o0 eo le 0ollowin) theirro0iles. #0 0ollower counts have no relation to your objectives=then they could just skew your erce tions or analysis. et?se4 lore a 0ew o0 the most common social media marketin)metrics that matter.

C A2"07 ' Measurement H 7eporting

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23/27

Reach # 2age $iews and impressions .!o was e8posed to%our content and marketing acti$ities5

Engagement levels # 7atios like t!e number of peopletalking about %ou di$ided b% t!e number of likes

Infl ence # .!o took an action because of %our content5Metrics could include amount of s!ares, subscribers ornumber of social interactions

!irality Amount of people w!o create stories from %ourposts

Repeat engagement # /umber of multiple actions from asingle follower

"ni# e relationships # /umber of different people %ou-reconnected to and !a$e spoken wit!

7eporting is an area w!ic! is usuall% under practiced andunder $alued Creating reports can be made eas% b% usingtools and software outlined in pre$ious c!apters "!e reasonw!% people generall% fall s!ort wit! reporting is because t!e%dont understand t!e true $alue of w!at reports offer

4n a nuts!ell, reports bring toget!er e$er%t!ing t!at wentrig!t and wrong, !ig!lig!ting areas t!at can be impro$ed

Jisual aids often make it easier to spot trends or gaps owt!is wouldn-t pro$ide $alue is be%ond me


11 2age )*

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24/27

and easier i0 you do. Be)in by doin) some solid researc! "!ensit down and fles! out t!e planning stages Set %our aims andob>ecti$es and formulate robust strategies to follow

11 2age )3

&lthou)h there is a lotto tackle in order tosuccess0ully e4ecutesocial mediacam ai)ns= it isn?t asscary as you think.

S lit the tasks intomana)eable chunks=such as the cha tersin this book.3verythin) willbecome a lot clearer

C A2"07 3*' Summar%

Your social profiles will be t!e main point of contact wit! %ouraudiences Optimise eac! c!annel for ob>ecti$e con$ersion,w!ile retaining %our brand $ision and core competencies

.!en %ou-re all set, its read% to deli$erD "!e tools and software%ou identified in %our researc! will assist %ou in e8ecuting andmanaging %our ongoing campaigns Alwa%s remember toperiodicall% measure, report and refine e$er%t!ing t!atconsumes in$estment or energ%

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25/27

With any marketin) disci line comes both theory and ractice.earnin) best ractices and roven a roaches can ut you onthe ri)ht ath. But im lementin) the conce ts and ideas isdown to you...

11 2age ))

With the ri)ht attitude= motivation and ersistence= anyone canbe success0ul in social media marketin). &nd with )reatsuccess comes )reat res onsibility. Remember that.

C A2"07 33' Conclusion

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26/27

4-ll lea$e %ou wit! one of m% fa$ourite 9uotes'

EGi$e t!em 9ualit% "!at-s t!e best kind of ad$ertising in t!eworld F # Milton ,ers!e% ;circa 3 **<

See %ou on t!e ot!er sideD


4 look forward to connecting on social media and s!aringideas Ma%be we will e$en sit down for a drink some time and%ou can tell me all about %our social media winsD

11 2age )=

.it! t!anks to 11 2!il .atson at www.shaaark.com

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&reelance Social Media

Ser$ices

Looking to outsource

%our social mediacampaigns5 Or need anadditional pair of!ands5 Get in touc!wit! me on m% websiteor blog

6log ' www stuart>da$idson com

Contact me'

0mail' stuart t!esocials!ark co uk Sk%pe' stuart>da$idson

.ebsite' www t!esocials!ark co uk

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How to Win in Social Media