GETTING STARTED LIST 3 KEY BUSINESS GOALS HOW WILL SOCIAL MEDIA HELP SUPPORT YOU IN REACHING THESE BUSINESS GOALS?

GETTING STARTED WHAT ARE YOUR SOCIAL MEDIA OBJECTIVES? HOW DO YOU WANT PEOPLE TO ENGAGE WITH YOUR BUSINESS ONLINE?

SOCIAL ASSETS PUT A CHECK NEXT TO THE SOCIAL ASSETS YOU CURRENTLY HAVE OR BELIEVE YOU SHOULD HAVE FOR YOUR BUSINESS: FACEBOOK INSTAGRAM TWITTER PINTEREST GOOGLE+ LINKEDIN YOUTUBE BLOG EMAIL SUBSCRIBER LIST THINGS TO CONSIDER: How are these channels uniquely suited to your business? Are your customers currently using these channels? How do they use the channel? Which channel do you currently focus on / do you think you will focus on? Should you focus on 2 channels to begin with, and add more down the track?

CONTENT PLANNING Create a monthly content calendar and map out your key business events [sales, holidays etc], content themes and post styles. Schedule as much of the ‘business as usual’ content as possible, leaving time to post ‘in the moment’ content as it happens, particularly on channels such as Twitter and Instagram. Brainstorm a list of post ideas in advance so when you can dedicate some time to monthly content planning you can tackle some of these ideas. Don’t forget your purpose is to add value...so be generous with your knowledge. Instructional Profile / Review How to List Step by step Ultimate guide to… In depth focus on X Series [2+ posts on the same topic] Infographic Recipe Interview Q&A Case Study Pros / Cons/Comparison Miscellaneous Personal Video Audio or podcast Link round-up Current event related FAQ Giveaway or promo Throwback [from the archives] Story Visual [image] post Behind the scenes REMEMBER: Fresh original content, published regularly provides value to your audience and helps with your social SEO strategy. Building quality links back to your website from great, shareable content created for your audience will give your SEO a boost that Google loves.

CONTENT THEMES & IDEAS DAILY LIFE eg Behind the scenes Meet the team POSITIONING [SUGGESTED TERRITORY] [articulate your brands positioning here] DAILY LIFE eg Behind the scenes Meet the team ENDORSEMENTS & COLLABORATIONS eg Collaboration opportunities Influencer / blogger outreach activity Leveraging Influencer / Celebrity ‘shares’ EVENTS / PROMOTIONS eg Promotions around key events Valentines Day, Mothers Day, Christmas etc Social media promotions / giveaways to encourage interaction and user generated content Maximise exposure around key business events. PRODUCT & RETAIL eg New products Reviews & testimonials

FACEBOOK ROLE OF THE CHANNEL: KEY METRICS: TYPES OF CONTENT SHARED: X HOURS DAILY / WEEKLY / MONTHLY ROLE OF THE CHANNEL: eg. Brand awareness & engagement Promote upcoming events KEY METRICS: eg. X posts per day Likes Engagement & Comments Referring Traffic Shares New customers TYPES OF CONTENT SHARED: eg. Blog posts Competitions Questions to encourage engagement AUTOMATION TIP: Push FB updates automatically to Twitter

INSTAGRAM ROLE OF THE CHANNEL: KEY METRICS: TYPES OF CONTENT SHARED: X HOURS DAILY / WEEKLY / MONTHLY ROLE OF THE CHANNEL: eg. Building brand & community Attracting new customers - through interaction, likes, commenting, re-posting, promotions and giveaways Inspiring through content Drive traffic to website KEY METRICS: eg. Likes Engagement Comments Follower growth Lead generation TYPES OF CONTENT SHARED: eg. Behind the scenes Inspiration Sneak peeks AUTOMATION TIP: Push Instagram updates automatically to Facebook & Twitter

TWITTER ROLE OF THE CHANNEL: KEY METRICS: TYPES OF CONTENT SHARED: eg. X HOURS DAILY / WEEKLY / MONTHLY ROLE OF THE CHANNEL: eg. Build brand awareness & engagement Broadcast channel; sharing links to other social channels Customer service PR & Reputation management KEY METRICS: eg. X number of posts Followers Mentions Retweets Hashtag usage Lead generation or customer acquisition Referring traffic Favorited tweets TYPES OF CONTENT SHARED: eg. Broadcast channel - share all relevant content AUTOMATION TIP: Connect your FB page and blog to Twitter so you can push updates automatically.

PINTEREST ROLE OF THE CHANNEL: KEY METRICS: TYPES OF CONTENT SHARED: X HOURS DAILY / WEEKLY / MONTHLY ROLE OF THE CHANNEL: eg. SALES! Build brand awareness and engagement Lead generation & customer acquisition KEY METRICS: eg. Pins Repins Followers Purchases from pins Referral traffic to your website, particularly for e-com sites. TYPES OF CONTENT SHARED: eg. Broadcast channel - share all relevant content ANALYTICS TIP: Upgrade your account to a business account and ensure you verify your website to make the most of Pinterest Analytics.

GOOGLE+ ROLE OF THE CHANNEL: KEY METRICS: TYPES OF CONTENT SHARED: eg. X HOURS DAILY / WEEKLY / MONTHLY ROLE OF THE CHANNEL: eg. Boost SEO efforts Build brand awareness and engagement Additional broadcast channel KEY METRICS: eg. X number of posts Google+ circle adds/follows Google+ mentions Google +1 Referring traffic TYPES OF CONTENT SHARED: eg. Broadcast channel - share all relevant content AUTOMATION TIP: Connect your blog to Google+ to auto share your blog posts when published.

LINKEDIN ROLE OF THE CHANNEL: KEY METRICS: TYPES OF CONTENT SHARED: X HOURS DAILY / WEEKLY / MONTHLY ROLE OF THE CHANNEL: eg. Expand your professional brand Lead generation & customer acquisition Build brand awareness and engagement Engage with influencers Industry networking KEY METRICS: eg. X number of posts per day Page follows Comments, likes, and shares Group participation Referring traffic Lead generation/new customers TYPES OF CONTENT SHARED: eg. Industry news Professional content Long form - Deep dives on topics that matter to you, watch engagement build in the comments Short form - Share links, articles, images and other content relevant to your followers. AUTOMATION TIP: Connect your blog to LinkedIn to auto share your blog posts when published.

YOUTUBE ROLE OF THE CHANNEL: KEY METRICS: TYPES OF CONTENT SHARED: eg. X HOURS DAILY / WEEKLY / MONTHLY ROLE OF THE CHANNEL: eg. Build brand awareness and engagement Viral sharing Showcase products & demos KEY METRICS: eg. Views Completion rate Shares Referral traffic Pages ranking on key terms from YouTube TYPES OF CONTENT SHARED: eg. Vlogs How-to’s Behind the scenes AUTOMATION TIP: Host videos for blog and social channel posts on YouTube to drive video views of your content from different channels.

BLOG ROLE OF THE CHANNEL: KEY METRICS: TYPES OF CONTENT SHARED: eg. X HOURS DAILY / WEEKLY / MONTHLY ROLE OF THE CHANNEL: eg. Build brand awareness and engagement Increase customer sentiment and brand loyalty Lead generation Boost SEO ranking and inbound links to your website. KEY METRICS: eg. x number of posts x number of social shares Comments Inbound links Referral traffic Subscriber growth TYPES OF CONTENT SHARED: eg. EVERYTHING! Sky’s the limit AUTOMATION TIP: Connect your blog to all possible social platforms [FB, G+, Twitter, LinkedIn etc] to auto share your blog posts when published.

MEASUREMENT KEY PERFORMANCE INDICATORS [KPIs] Set a goal for each of your social channel, ie how many followers you will have in 3 / 6 / 12 months. This gives you something to work towards. Make sure you tie these KPIs back to your overall business goals, and make them measurable. REVIEW YOUR PERFORMANCE REGULARLY It’s essential to to understand the impact of all your hard work - analytics will show you how your social media activity is impacting your business. Regularly reviewing your performance allows you to evolve your social strategy, test new things and their direct impact on your business.

SOME FINAL TIPS... BE VISUAL! Posts and content containing articles receive 94% more total page views than those without and image posts on Facebook receive twice the engagement. Investing in content creation [time / $$ for photography etc] should be a priority for your ‘owned’ [ie you control] assets, such as your website / blog, and shared across social channels. Think of social media as the driver, rather than the destination, unless you do not have a website. Its an increasingly important source of engagement and quality inbound links back to your website. POST CONTENT OF VALUE Content created needs to have a purpose for your business, and value for your audience. TONE OF VOICE Have a clear, consistent tone of voice CONTENT CHECKLIST Are you delivering value to your audience? Are you linking to / sharing content of value? Could anyone else say or share the same thing? How could you do it differently? Does it represent your brand specifically? Will your audience be compelled to share this content?

The content presented in this Social Strategy Planner is designed to be used as a guide for graduates of The Digital Picnic’s Social Media Workshops. Please do not share, or reproduce this content without our express permission. www.thedigitalpicnic.com.au