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

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

4. 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
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?

5. 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.

6. 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

7. 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

8. 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

9. 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.

10. 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.

11. 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.

12. 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.

13. 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.

14. 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.

15. 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.

16. 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?

17. 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.