Lesson 1: Developing a Social Media Strategy

What are the benefits of having a social media strategy?

- Expand other marketing efforts - Build Brand awareness - Most powerful way to connect with audience - Attract buyers

What considerations do you need to make when building a budget?

- What social content do you think you'll need to create? - Can you do it in-house or will you need to hire freelancers or agencies? - What is your ideal mix of organic and paid advertising? - How much advertising do you think you'll require? - Are you considering paying influencers to help you promote your products? - Do you have the right staffing for your plan? - Which services or tools do you think you need? How much do they cost?

What considerations do you need to make when planning how to structure your social media team?

- business goals - stakeholders - social media efforts internationally - social media roadblocks

What are the different types of social media team models?

- decentralized - centralized - hub & spoke - multiple hub & spoke/ dandelion - holistic

What are the various kinds of social media tools available to marketers?

- social listening and monitoring tools - Publishing and community management

What are some reasons that a marketer would want to use one social platform over another?

- who they want to reach/ connect - what content - how much money

What are the steps you need to build a social media strategy?

1. Explain each social media channel & how it's used for social media promotion 2. Understand impact of social listening and engagement 3. Develop social content strategy 4. What metrics are crucial to understanding the success (of digital efforts) 5. Integrate social media into other inbound efforts

What are the four categories of KPIs and how do they differ?

1. Reach 2. Engagement 3. Return on Investment 4. Retention and Loyalty

What are the three tips that can help you narrow down your choice of a social media tool?

1. Write down 25 most important social media features you think you might need 2. Review list and circle top 5 3. Use these two list to evaluate potential tools

What components should your social media team plan contain?

1: plan business & social goals 2: identify your possible social media roles based on goals 3: develop a timeline for reaching goals & building team 4: allocate or advocate for resources 5: evangelize the plan throughout organization

What marketing tools can you use to delight customers into promoters?

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What is a vanity metric?

A surface level metric that doesn't correlate with your business success. Vanity metrics can be useful in certain cases, but measuring engagement or ROI is a more solid way to prove business value

When you dig deeper into the development of your buyer persona, what type of information do you want to consider?

Psychographics [valuable data that can differentiate your marketing from your competitors and that's how you convert leads into customers and keep customers interested]

Which KPI will executives be more responsive to?

ROI *care most about how your social media goals will help the business make money or save money*

Why should you start planning the structure of your team by looking at business goals?

To determine what channels and content you'll need and the staffing to make it happen

What should you do it if you are arguing for money to start a social media project?

With program in place: - Senior leaders care about what will make them money or save them money. And you have a program that will help them do that - tell them WHY your plan is going to help them achieve their business goals - Demonstrate projected ROI. - Show them statistics to back up your claim. Without program In place: - Develop a plan that starts with the business goal - Then your hypothesis on why social media can help meet that goal - Demonstrate how you will test that hypothesis and for what duration - Explain how you will share the results with the leadership team - Developing a variety of future scenarios can also be helpful - Create a plan that shows what you can do with current resources - A plan with some resources - And then your ideal plan

Why does a buyer persona matter in social media?

determines who your ideal customer is

Why is social media an important part of inbound marketing?

social media has a one-to-one medium you can use to market in a direct human way [Social media gives you the opportunity to directly engage and provide value to your customers, partners, and prospects]