Ian West

Managing DirectorOne-Marketing Ltd

SOCIAL MEDIA STRATEGY

What?Who?Why?How?

How much?

What?Who?Why?How?

How much?

Why is strategy so important?

• Social media is supposed to be one of the good guys

Why is strategy so important?

• Social media can be a bad guy – it can steal your time, and time = money

Let’s play with all these shiny new toys.t

Let’s get a strategy agreed first.

What is strategy?

Not something that will pass the

caliper test.

What is strategy?

A4

One sheet of paper should be

more than enough

What is strategy?

Where you are now Where you want to be

Your objective

Strategy

‘WHAT?’ - OBJECTIVE SETTING

What can social media achieve?

• Build brand awareness• Manage brand

reputation• Research customer

opinion• Fast-track R&D• Engage with

customers• Engage with

employees• Recruit advocates

• Generate leads• Establish authority –

build thought leadership

• Increase share of voice• Identify profitable

niches• Identify and connect

with key influencers• Demonstrate product

or service

Old school communications strategy

• Who are we talking to?• What do we want to say to them?• What action do we want to result?

New school conversation strategy

• Who is talking about us?• What are they saying?• How do we want to influence the

conversation?• What action do we want to result?

A LITTLE RESEARCH CAN BE A BIG HELP

Get a grip on your social graph

Get a grip on your social graph

Listen

What Who

Listen

Listen

NOW, SET THE OBJECTIVE

SMART objective setting

SpecificMeasurableAchievableRealisticTime based

If you can’t measure it you can’t manage it

Your social media strategy

Why is strategy so important?

• Makes sure that you apply valuable resources, time and money, where they will generate maximum return

www.socialgoodguy.com