1. Social Media Strategy in 2017
Understanding how changes in media and digital marketing affect your business and how to use this knowledge to devise an effective social media strategy.
Kristian Downer
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2. The Negotiated Degree in Strategy & Entrepreneurship
About Me
Kristian Downer
Personal Background
The Negotiated Degree in Strategy & Entrepreneurship
Project Management in Pharma Tech for Clinical Trials
Working In India
Why I Started DowSocial
Rubbish at office politics
Passionate about Football
What Am I Passionate About Now
Getting businesses to understand their customers “on the line”
Creating online marketing strategies and training businesses and marketers how to implement them.
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3. Meet My Target Audience
Small Business Owner/Manager
30 – retirement
Hardworking, honest and passionate
Sells to other businesses
Wants to grow
1 – 5 people in the business
Marketing or Business Development Manager
25 – 55 years old
Has decision making autonomy
Serious about growing the business
Alone or has support team
Marketing Assistants or Non Specialist Marketers
18 -65
New or been volunteered to do the social media
Needs strategic or knowledge support
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4. Video Is Going To Dominate Social Media Presence More Like A Website
What Is Changing In 2017
Video Is Going To Dominate
Social Media Presence More Like A Website
Chatbots and Social Messaging
LinkedIn UI is changing
Trust in Social Media content will be a challenge
Facebook for Work
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5. Barriers To Effective Social Media
The Digital Marketing Challenge
Lack Of Integrated Marketing Strategy
Knowledge To Use Each Platform Effectively
Time To Post & Engage
Rapid Pace of Change
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6. Most of all its where your customers are active!
Why Social Media Is Relevant
Open access to talk & learn about your audience
Demonstrate knowledge & expertise to new & existing audiences
Improve your customer service
Build trust & relationships
Increase the online visibility of your business
Most of all its where your customers are active!
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7. Integrated Marketing Strategy
Social Media Is An Element To Your Marketing
It is not a replacement for traditional sales and marketing and should be developed as an integrated part of an overall strategy
This is why social media is interchangeable with blogging, sales, direct marketing, marketing and web design in my vocabulary.
They are all linked!
Most Common Action Points From My Analysis
Define your target audience & use marketing methods that fit their behaviours
Create a user friendly website with clear message and effective calls to action
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8. The Social Media Objectives
Defining A Strategy
What are the goals of the organisation?
Increase sales, become market leader, increase market share
How does achieving the social media goals contribute to the overall business objectives?
Drive traffic to the website
Drive traffic to sales pages
Increase reputation and audience reach
Increased SEO visibility
Enhanced reputation and trust with customers & influencers
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9. DEPENDS ON YOUR OVERALL MARKETING STRATEGY
The Role Of Social Media In Your Company
The role that social media will depend on your companies sales funnel
Short Sales Funnel
Advertising to direct sales pages
Events and Competition promotion
Reach out to customers directly to start offline sales conversation
Longer Sales Funnels
Building awareness
Pulling people into your mailing list or CRM
Educating the consumer
Reaching out directly with those that engage with content to start a discussion
DEPENDS ON YOUR OVERALL MARKETING STRATEGY
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10. The Social Media Planning & Objectives
Steps to an effective social media strategy
50% Of UK businesses using social media do not have a strategy in place
Step 1 -Devise a strategy in line with overall company objectives
The right digital marketing strategy will be unique to each individual business. It will
depend on the company’s overall direction, what is being sold and who it is being sold
to.
Step 2 - Define Measurable Key Performance Indicators (KPIs)
A successful strategy will define what success looks like. In order to measure development, targets need to be set for the different aspects.
These can be reviewed and measured to ensure things are on the right track, if not,
then adjustments can be made.
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11. The Social Media Objectives
Step 3 -Create a Content Plan
Creating an action plan sets out what digital marketing activity will take place, when
it will happen and who is responsible for it. By breaking this down on a monthly,
weekly or even daily basis there is a focus on accountability within the team.
Step 4 - Assign the Right Human & Technical Resources
Social media, blogging and marketing are complex disciplines that require knowledge and skill to implement effectively. Whether in-house or externally it筑s important to assign the right resources with the right knowledge
for successful implementation.
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12. The Social Media Planning & Objectives
Step 5 - Review and Refine Regularly
Digital marketing is constantly evolving which means the strategy should too. This will be
in reaction to changing trends or progress against KPIs.
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13. Target Audience & Social Media
5 Minute Exercise
Who is your target audience, in pairs discuss and then write down
A one sentence description, age, profession, location role in the business, why they need your product/service
Whether your sales funnel is long or short and how social media can contribute to sales
What social media channels are they likely to use
Facebook
Twitter
LinkedIn
What methods can you use to capture their attention long term?
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14. Social Media Is Not An Enigma
Final Takeaways
Social Media Is Not An Enigma
Know your audience
Know how your activity contributes to the business
Set KPIs
Review Regularly
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15. Working With DowSocial
Final Takeaways
Working With DowSocial
Strategy Review & Training
Strategy review
Social Media Strategy
Content Plan
Training on how to implement
1-1 LinkedIn Training - Last workshop is Nottingham on Tuesday
Twitter Masterclass
Facebook Masterclass
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