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The importance of strategy
Social Media & Online Marketing Experts
Lynsey Sweales @SocialBUK
Social Media & Online Marketing Experts
Social Media in the UK
About 73 percent of UK Internet users interact on social media
platforms
Social Media & Online Marketing Experts
Who uses social media in the UK?
Social Media & Online Marketing Experts
Different types of social media
Blogs
are online diaries
Social Media & Online Marketing Experts
Different types of social media
Microblogs
(Twitter) is texting online
Social Media & Online Marketing Experts
Different types of social media
Forums
are conversational threads
Social Media & Online Marketing Experts
Different types of social media
Video sharing
(YouTube) is shared video clips
Social Media & Online Marketing Experts
Different types of social media
Social photo(Flickr / Pinterest / Instagram) is shared images
Social Media & Online Marketing Experts
Different types of social media
Social networking(Facebook, LinkedIn, Google+) is all of the above
Social Media & Online Marketing Experts
How it relates to business functions
Research = Listening to the conversations people have with each other to understand their wants and needs
Social Media & Online Marketing Experts
How it relates to business functions
Marketing = Talking in the conversations people have with each other to spread messages about your business/services/products
Social Media & Online Marketing Experts
How it relates to business functions
Sales = Energising others to sell you by finding your most enthusiastic clients and supercharging them online
Social Media & Online Marketing Experts
How it relates to business functions
Support = Supporting Customer service tool
Social Media & Online Marketing Experts
How it relates to business functions
Development = Embracing New products, services, improved efficiencies
Social Media & Online Marketing Experts
Why the social media explosion?
Free!
Sharing is a deeply ingrained human instinct
Traditional communications were brand led
New communications are word of mouth led
Access to internet!
Instant!
Social Media & Online Marketing Experts
Social Media & Online Marketing Experts
Choosing where to start
Social Media & Online Marketing Experts
Social Media Strategy
“What do we want to achieve with our social
media activity?”
Social Media & Online Marketing Experts
Social Media Strategy
BUSINESS OBJECTIVES
BUSINESS GOALS
DEPARTMENT GOALS
SOCIAL MEDIA GOALS
SOCIAL MEDIA TACTICS
SOCIAL MEDIA METRICS
Social Media & Online Marketing Experts
Social Media StrategySTART HERE
NOT HERE
BUSINESS OBJECTIVES
BUSINESS GOALS
DEPARTMENT GOALS
SOCIAL MEDIA GOALS
SOCIAL MEDIA TACTICS
SOCIAL MEDIA METRICS
Social Media & Online Marketing Experts
Social Media StrategySTART HERE
NOT HERE
BUSINESS OBJECTIVES
BUSINESS GOALS
DEPARTMENT GOALS
SOCIAL MEDIA GOALS
SOCIAL MEDIA TACTICS
SOCIAL MEDIA METRICS
Without a plan you plan to ……..
Social Media & Online Marketing Experts
Social Media StrategySTART HERE
NOT HERE
BUSINESS OBJECTIVES
BUSINESS GOALS
DEPARTMENT GOALS
SOCIAL MEDIA GOALS
SOCIAL MEDIA TACTICS
SOCIAL MEDIA METRICS
What does success look like?
Social Media & Online Marketing Experts
Social Media StrategySTART HERE
NOT HERE
BUSINESS OBJECTIVES
BUSINESS GOALS
DEPARTMENT GOALS
SOCIAL MEDIA GOALS
SOCIAL MEDIA TACTICS
SOCIAL MEDIA METRICS
Have you built your success with a plan?
Social Media & Online Marketing Experts
Social Media Strategy: The Nuts and Bolts
WHOyou want to
connect with
Social Media & Online Marketing Experts
Social Media Strategy: The Nuts and Bolts
WHATcontent you share
Social Media & Online Marketing Experts
Social Media Strategy: The Nuts and Bolts
HOWyou interact with
people
Social Media & Online Marketing Experts
Social Media Strategy: The Nuts and Bolts
HOWoften you interact
with people
Social Media & Online Marketing Experts
Social Media Strategy: The Nuts and Bolts
HOWyou want to influence
people to act
Social Media & Online Marketing Experts
Social Media Strategy: The Nuts and Bolts
Who you want to connect with
What content you share
How you interact with people
How often you need to interact with people
How you want to influence people to act
Social Media & Online Marketing Experts
When you have a strategy you can measure!
1. Strategy
Define business objectives
Identify required insights
2. Metrics
Define success
Recommend actions
3. Organisation
Identify required:- resources- training
Identify barriers
4. Technology
Identify tools based on strategy, metrics, and organisation
