Social Media for Beginners Writing a Social Media Plan

Transcription

1 Social Media for Beginners Writing a Social Media Plan Hinda Chalew, SVP, Marketing & Interactive Services Staffing Industry Analysts March 13-16, 2012 Red Rock Casino, Resort & Spa Las Vegas NV

2 EXECUTIVE FORUM NOTES

3 What do you Want to Achieve? Build better relationships? Raise awareness of your company? Increase website traffic? Build your base? Get people to take action? Increase sales? Sites linked to you? New leads? Something else? Who is Your Audience/Customer? List where your audience comes from, i.e., Segment: hospitals, financial services companies, law firms List the titles of the audience who you are trying to reach, i.e., VP HR, Director of Procurement

4 Profile Your Audience/Customer Define that age, gender, education, likes, anything you know about the people you are trying to reach, i.e., what they read, where they hang out, etc. Ask Your Customer Questions What do you need to know about your audience that you don t in order to find out how to communicate with them? I.e., What are those questions? What is your customer trying to accomplish, what are their goals, how long are they willing to wait to achieve those goals? How does this apply to social media? Ask Yourself Some Questions? What business are you in? What to you want to achieve? What are your goals? Who do you want to be?

5 What Channels Do You Currently Use? Website? Direct Marketing? ? Outreach programs? Phone? Newsletters? How are you using these channels? Who in your company is using these channels? What are People Saying About You? Your staff? Your temps? Your customers? Your suppliers? Your community? Analysts? Things to Think About What is the size and technical experience of your staff? How much time can your staff devote to social media? What content do you already have that can be used on social media sites?

6 What do You Want to Achieve? Build better relationships? Raise awareness of your company? Increase website traffic? Build your base? Get people to take action? Increase sales? Sites linked to you? New leads? Did Anything Change from the Start? What is Your Message? What is the best channel for your message?

7 Track Data Whatever you want to achieve with your social media plan, track the information. Start now before you plan is in place so you can see where you started and where you are going. What s Next Make a commitment to do the work Create an editorial calendar think through things you want to communicate Start small write a blog, commit to writing regularly (weekly) Sign up for twitter Post the blog on your website and tweet it Make it fun create a contest, update your audience on the progress, announce the winners Use polls to collect information and post the data from your polls Engage everyone in your company Build upon success Tips for Success Be consistent make sure that your message reflects your brand, your goals and your audience Be conversational ask questions, take polls, be fun and interesting Be an expert write what you know about, provide information Be honest if you made an offer and need to change it, say it; if you are having a problem, be clear Respond kindly don t get into a public argument, allow people to have their opinions, answer questions clearly Always listen Adjust, change, adjust Measure, evaluate and change

8 EXECUTIVE FORUM RESOURCES Web Tools facebook.com Glassdoor.com google.com/analytics Klout.com LinkedIn.com SocialMention.com Twilert.com Twitter.com Tweetreach.com Other Resources BtoB.com Mashable.com ChrisBrogan.com