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Social Media: Strategy & Engagement

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Catherine Maino
Catherine Maino

I presented this to a local networking group in Harrisonburg. They were familiar with social networks but desired more direction on creating a strategy and how to more effectively engage.

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Social Media: Strategy & Engagement
!   Successful  local  shop   !   Compe/tors  nearby   !   Good  traffic  and  sales   !   She’s  on  Facebook  and  Instagram   !   Working  for  repeat  business   !   Thinking  of  opening  a  second  loca/on  
“Virtual  Voice”  
Social Media: Strategy & Engagement
The  Big  Bang!   How  to  begin…   •  Understand  social  networks  and  your  business.   – Visual?  Informa/ve?  Tutorial?  Feedback?     – Are  you  a  B2B  or  a  B2C  business?   •  Where  is  your  customer  or  poten/al  customer?   – How  to  they  get  news?  Connect?  Search?     •  How  are  they  using  their  chosen  network?   – How  much  /me?  What  days?  What  hours?  
Strategy "  What  is  your  purpose?     –  Announce  a  new  service  or  product   –  Target  a  geographical  area  for  growth   –  Increase  traffic  for  a  specific  /meframe   –  Create  and  niche  exper/se  (say  it  first!)   #1 know your business well! #2 know your customer better! "  Divide  and  conquer   –  Choose  a  social  network  and  follow  your   purpose!   –  Are  you  using  the  networks  strength?   –  Allow  one  person  to  focus  on  one  network   "  Do  you  look?   -­‐  Audit  your  social  media  status   -­‐  Use  analy/cs  to  track  progress   -­‐  Compare  website  analy/cs  to  gauge  traffic   direc/on   "  Content   –  Is  your  content  suppor/ng  your  purpose?   –  Are  you  selling  or  engaging?   –  Is  your  engagement  suppor/ng  your   strategy?  
#   Choose  a  specific  purpose   •   Write  down  3  goals  for  your  business.   Ex:  building  credibility  is  different  than   increasing  aWendance  to  an  event   #   Analyze  your  current  Virtual    Voice  (social  standing)   •   Which  content  is  most  engaging?   •   How  do  you  compare  to  your   compe/tors?   •   Are  your  followers  the  right  demo?   •   Search  for  your  biz  incognito!   #   Set  a  goal  &  /meline   •   Success  of  a  direc/on  needs  to  be   tested   #   Put  content  to  work   •   What  type  of  content  will  support   your  purpose?   •   How  o[en  will  you  post?   •   Who  will  create  the  content?   #   Use  dashboards  to  track  progress   •   Who’s  responding,  sharing  or  commen/ng?   •   What  site  is  the  diving  board  to  your   website  traffic?   #   Adjust  your  strategy  if  necessary  
Comment! RePin! Ac#vity  without  engagement  =  White  Noise   ReTweet!
“Communicating well enough that the audience pays attention” – Jason Falls Basic  requirements  for  engagement:    Be  Authen#c    Be  Consistent    Build  Trust    Respond!   1.  Content  needs  to  be  informa/ve,  interes/ng  or  entertaining!   2.  Be  real,  but  stay  on  point.     3.  Provide  content  that  is  about  your  brand!  If  you  sell  coffee,   than  90%  of  your  content  should  be  about  about  coffee.   4.  Focus  less  on  providing  content  that  you  want  your  audience   to  know  and  focus  more  on  what  you  want  your  audience  to   share.    
LIKES/FAVORITES     Shows  there  is  ac/vity  that  is  no/ced.  These  are  a  sign  you  are  headed   in  a  good  direc/on  that  followers  like.   COMMENT     Great  to  show  engagement  and  opens  the  door  for  you  to  open  more   one-­‐to-­‐one  communica/on  and  offer  help.   SHARE/RETWEET     Golden!  These  engagements  show  investment  and  allow  your  content  to   reach  beyond  your  followers.       Organic Engagement
#  Pick  a  Day!   #   Video,  3  or  8  rule   #   Contests,  Games  or  Giveaways   #   Iden#fy  influences,  and  target  them   #   Fan/Tweet/Pin/Follower  of  the  Week   #   Give  love!  Link  to  other  sites   #   Are  you  following  other  businesses   #   #Hashtags   #   Video,  video,  video!       Sometimes you have to $$ to play!
Social Media: Strategy & Engagement
Be Ready to Learn and Listen! Each business is different and every social landscape is evolving. There is no“One Way” You must continue to learn, try and evolve your own brand to learn what works and what doesn’t.
Do:    Find  the  right  social  network  to  match  your  goals.     Don’t:  Create  a  profile  on  a  network  and  let  it  set  without   ac9vity!       Do:    Keep  your  post,  tweets  or  comments  brief!       Don’t:  Sell,  sell,  sell!       Do:    Share  great  content  of  others!       Don’t:  Forget  the  picture!       Do:  Know  the  best  9mes  to  engage  your  followers.   Don’t:  Obsess  about  geBng  the  largest  number  of   followers!       Do:  Find  the  balance  between  professional  and  personal   Don’t:  Neglect  responding!! ��     Do:    Have  a  goal.       Don’t:  Avoid  a  network  in  fear  of  nega9ve  comments  

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Social Media: Strategy & Engagement

  • 2. !   Successful  local  shop   !   Compe/tors  nearby   !   Good  traffic  and  sales   !   She’s  on  Facebook  and  Instagram   !   Working  for  repeat  business   !   Thinking  of  opening  a  second  loca/on  
  • 5. The  Big  Bang!   How  to  begin…   •  Understand  social  networks  and  your  business.   – Visual?  Informa/ve?  Tutorial?  Feedback?     – Are  you  a  B2B  or  a  B2C  business?   •  Where  is  your  customer  or  poten/al  customer?   – How  to  they  get  news?  Connect?  Search?     •  How  are  they  using  their  chosen  network?   – How  much  /me?  What  days?  What  hours?  
  • 6. Strategy "  What  is  your  purpose?     –  Announce  a  new  service  or  product   –  Target  a  geographical  area  for  growth   –  Increase  traffic  for  a  specific  /meframe   –  Create  and  niche  exper/se  (say  it  first!)   #1 know your business well! #2 know your customer better! "  Divide  and  conquer   –  Choose  a  social  network  and  follow  your   purpose!   –  Are  you  using  the  networks  strength?   –  Allow  one  person  to  focus  on  one  network   "  Do  you  look?   -­‐  Audit  your  social  media  status   -­‐  Use  analy/cs  to  track  progress   -­‐  Compare  website  analy/cs  to  gauge  traffic   direc/on   "  Content   –  Is  your  content  suppor/ng  your  purpose?   –  Are  you  selling  or  engaging?   –  Is  your  engagement  suppor/ng  your   strategy?  
  • 7. #   Choose  a  specific  purpose   •   Write  down  3  goals  for  your  business.   Ex:  building  credibility  is  different  than   increasing  aWendance  to  an  event   #   Analyze  your  current  Virtual    Voice  (social  standing)   •   Which  content  is  most  engaging?   •   How  do  you  compare  to  your   compe/tors?   •   Are  your  followers  the  right  demo?   •   Search  for  your  biz  incognito!   #   Set  a  goal  &  /meline   •   Success  of  a  direc/on  needs  to  be   tested   #   Put  content  to  work   •   What  type  of  content  will  support   your  purpose?   •   How  o[en  will  you  post?   •   Who  will  create  the  content?   #   Use  dashboards  to  track  progress   •   Who’s  responding,  sharing  or  commen/ng?   •   What  site  is  the  diving  board  to  your   website  traffic?   #   Adjust  your  strategy  if  necessary  
  • 8. Comment! RePin! Ac#vity  without  engagement  =  White  Noise   ReTweet!
  • 9. “Communicating well enough that the audience pays attention” – Jason Falls Basic  requirements  for  engagement:    Be  Authen#c    Be  Consistent    Build  Trust    Respond!   1.  Content  needs  to  be  informa/ve,  interes/ng  or  entertaining!   2.  Be  real,  but  stay  on  point.     3.  Provide  content  that  is  about  your  brand!  If  you  sell  coffee,   than  90%  of  your  content  should  be  about  about  coffee.   4.  Focus  less  on  providing  content  that  you  want  your  audience   to  know  and  focus  more  on  what  you  want  your  audience  to   share.    
  • 10. LIKES/FAVORITES     Shows  there  is  ac/vity  that  is  no/ced.  These  are  a  sign  you  are  headed   in  a  good  direc/on  that  followers  like.   COMMENT     Great  to  show  engagement  and  opens  the  door  for  you  to  open  more   one-­‐to-­‐one  communica/on  and  offer  help.   SHARE/RETWEET     Golden!  These  engagements  show  investment  and  allow  your  content  to   reach  beyond  your  followers.       Organic Engagement
  • 11. #  Pick  a  Day!   #   Video,  3  or  8  rule   #   Contests,  Games  or  Giveaways   #   Iden#fy  influences,  and  target  them   #   Fan/Tweet/Pin/Follower  of  the  Week   #   Give  love!  Link  to  other  sites   #   Are  you  following  other  businesses   #   #Hashtags   #   Video,  video,  video!       Sometimes you have to $$ to play!
  • 13. Be Ready to Learn and Listen! Each business is different and every social landscape is evolving. There is no“One Way” You must continue to learn, try and evolve your own brand to learn what works and what doesn’t.
  • 14. Do:    Find  the  right  social  network  to  match  your  goals.     Don’t:  Create  a  profile  on  a  network  and  let  it  set  without   ac9vity!       Do:    Keep  your  post,  tweets  or  comments  brief!       Don’t:  Sell,  sell,  sell!       Do:    Share  great  content  of  others!       Don’t:  Forget  the  picture!       Do:  Know  the  best  9mes  to  engage  your  followers.   Don’t:  Obsess  about  geBng  the  largest  number  of   followers!       Do:  Find  the  balance  between  professional  and  personal   Don’t:  Neglect  responding!!       Do:    Have  a  goal.       Don’t:  Avoid  a  network  in  fear  of  nega9ve  comments