Social Media Strategy Elements PDF

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SOCIALMEDIASTRATEGY
ELEMENTS
ArsenisPaschopoulos
Sofokleous 25, 151 26, Maroussi, Attiki, T: 210 8065155, M 6974 095298
www.seminaria.gr - info@seminaria.gr
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SOCIALMEDIA&VEHICLESREVIEW ................................................................................................ 3
USEOFSOCIALMEDIABYCOMPETITION ........................................................................................ 4
MONITOR YOUR COMPETITION .............................................................................................................. 4
TOOLS&ACTIONS................................................................................................................................. 5
1. ATTRACTION TOOLS .......................................................................................................................... 5
2. ENGAGEMENT & INTERACTION TOOLS ............................................................................................ 12
3. INFECTION TOOLS ........................................................................................................................ 18
SOCIALMEDIASTRATEGY ................................................................................................................. 19
OBJECTIVES ........................................................................................................................................ 19
ANALYSIS OF OBJECTIVES & SUGGESTED ACTIONS............................................................................ 19
STRATEGY IMPLEMENTATION SCHEDULE (EXERCISE) ........................................................................ 24
SUCCESS MEASUREMENT .................................................................................................................... 25
SCHEDULE .......................................................................................................................................... 26
USEFUL LINKS ..................................................................................................................................... 27
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SocialMedia&VehiclesReview
Theformsofpresenceinthelimitedlistofsocialmediadescribedbelowcouldchangeany
dayinbothnumberandform.
Whatdoesthismeanforyou?Youhavetomonitorthemweekly!
Profile Business
Profile
Facebook
LinkedIn
Twitter
YouTube
Organization
Company
Paged
SlideShare
Wikipedia
Wikibooks
Wikiversity
Wikisource
Blog
Groups
Flickr
Promoted Paidads&
posts
featured
posts
Vimeo.com
hasgroups Channel
&forums
Channel
(paid)
Pages
Events
Contests
Restrictions
astowho
cansee
your
photos
Adsnotyet
Onlyif
createdfor
free
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UseofSocialMediabycompetition
Facebook
Vimeo
Flickr
Twitter
Youtube
Monitoryourcompetition
Facebook:Subscribeinpages,groups
Twitter:Followtheirtweets,searchthroughhttp://search.twitter.com/
YouTube:becomeamemberintheirchannel
LinkedIn:becomeamemberintheirgroupandcompanypage.Usethebuzztool
Slideshare:Usethebuzztool(subscriptionrequired)
SignupforanaccountatCompetitious(withafreeaccount).
UsethesearchtoolSocialMention(withfreeemailalertsandapositivenegative
barometer).
UsethegoodoldGoogleAlertstoreceiveemailswhenakeywordpopupinthe
web.
UseHubSpot(paid)totrackdowncompetitionandmuchmore(30daystrial
period).
Followthepress(NetFaxisagoodsourceforanythingnewonnewmedia)
Homework:15informativeSocialMediatools
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Tools&Actions
Thissectionexploresattraction,engagementandinfectiontoolsyoucanusetoincrease
yourexposure,attractandengagefans,andusethemtoboostyouraudienceevenfurther.
ForALLtheactivitiesproposedbelow,timingandtimeisofutmostimportance
1.Attractiontools
1a. Site & SMS -> SM presence
SocialMedia&MobileButtonsinyoursite&blog(s).
o
Shouldbe
PopupwindoweverytimeanewpresenceiscreatedinanewSMandprominent
bannerfore.g.2monthstime.
Specialpage(e.g.InTouch,Connect,StayTuned,DontMissAThing,
InterLinked)inwhichallnewmediapresenceandeventswillbeadvertised(see
Mashablesexampleinprintscreenbelow).
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SMStooptinrecipientswithlink
1b. Internet -> site and SM presence

Dependingonfeasibility,budgetandtargetgrouppreferences,youmuststrikeabalance
betweensiteandnewmediacontentplacement
What to promote
events
surveys
giveaways(text,photos,videosforinstructions,cheatsheets,exemplarywork,)
leadingtonewmediapresences.
newsocialmediapresences
newmediabroadcastedevents
How to promote it
1) Emailsignature:shouldcontainSMbuttonstoo.
2) Emailadvertising
3) PPCadvertising
4) Bannerads
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5) AffiliatemarrketinginEnglishlanguaggeschoolsssites
psinfilm,edu
ucation,mussic,videosite
es
6) Sponsorship
nlineradiosttation(idealformobileccampaigns)
7) Youownon
8) Crowdsourccing(getopinions,ideas,,solutions)
1c. From SM->

S
SM
M
Show
wlinksofyo
ourSMpreseencesineverrysocialmed
dium
1d. Physic
cal world
d - > site
e, SM an
nd custo
omers m
mobile
Don
ntforgetthatthephysicaalworldisan
nexcellentareawhereeyoucanadvvertiseyournew
med
diapresence.
Forallitemslisttedbelow,useQRcodesstotakeyou
urcustomerthroughhismobile
anyw
whereyouw
want.
1) Paper mate
erial
broc
chures
Sofoklleous 25, 151 26, Marousssi, Attiki, T: 210 806515
55, M 6974 0
095298
w
www.semina
@seminaria.g
gr
ria.gr - info@
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cards
vouchers
letters
faxes
2) Useful items
Mugs
Pens
Mouse pads
Calendars
Post-it notes
Screensavers
Hats
T-shirts
Maps
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3) Press advertisements
4) Outdoor advertisements
5) Flash Mob events
1d. Mobile - > Mobile & iPad

1) Advertising (wait for 2012)
2) Reminders
a) availability
b) delivery
c) personal
d) notifications (changes, cancellations, delays)
e) Up-selling
f) Cross-selling
3) Coupons Gifts (via SMS or QRs)
4) Contests (via SMS or QRs)
5) LBM (location-based marketing) GPS, bluetooth, wireless
a) Around your building
b) Around events spots
c) In or nearby bookstores, cafes, cinemas (cooperation)
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2.Engagement&Interactiontools
What to do
1) Create polls (ideal for SMS too if they win something).
2) Conduct surveys and publish results

3) Give your audience things to "like", to use, to share, to post, to comment on:
news, events, services, changes, debates, freebies, the list ends where your
imagination does
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4) Reward them with

a) free activities or discounts (ideal for SMS)
b) social currency (points to be redeemed)
c) exposure (Fan of the Month)
5) Create contests lotteries
a) Send the most inspired photo (Siemens)
6) Reminders - Scheduling tools

WeddingWire.com unveils Android app to simplify wedding planning
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7) Resources

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8) Promotion
ns (time an
nd / or num
mber restric
cted)
9) Events on
nline only
10) Broadcastt events on
nline (but not live)
11) Ask questtions

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and how
w to do it
1)
Use the words you or your
2) Respond promptly
p
If yo
ou cant keep up with the volume off questions, offer
o
a free
e webinar w
where you
answer the top
p questions
s.
3) Reply often
n to your fa
ans comme
ents by nam
me
4) Surprise your
y
fans with
w
off top
pic question
ns, suggesttions, polls
5) Use # tagg
ging
6) Use the Discussion Board
B
The
e discussion
n board is an
a area whe
ere your fans can netw
work and do some selfpromotion

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7) Send updates to fans

Each tab on your fan page and each discussion thread topic have their own
unique URL. To bring fans back to your page, send out an update with a call to
action and specific link.
Note: When you send an update, you are sending the user a message to their inbox, into a
subfolder called Updates. Your fan will not get notified of the update (they used to).
8) Use the Share Status
Isnt guaranteed to show up on the users wall, it disappears within a few hours, and the user
has the ability to hide all future shares from you.
Are you disengaging your crowd?

1. You are not engaging. You spend all day listening or re-tweeting.
2. You are not providing value.
3. You are not following people back.
4. You are not a good social media friend. You dont re-tweet, thank or
comment.
5. You are boring. You have boring profile picture, content, activities.
6. Your website stinks.
7. Your social profiles stink.
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3.Infectiontools
The following items have a high probability of being shared among friends,
especially when given for free. Make sure than in each and every item you throw
to your public, your Social Media and site information are clearly marked.
1) Articles
2) Crowd sourcing activities (earn points by bringing friends)
3) Contests (simple of with crowd-sourcing elements)
4) Applications
5) Games
6) Tips
7) Videos
8) Flash Mob events
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SocialMediaStrategy
Objectives
OBJECTIVE
Drive traffic to site
Inform customer of anything new (news,
events, services, )
Increase sales
Customer support before and / or after sales
Image building strengthening repositioning
Increase brand awareness
Conduct customer surveys
Manage and measure company reputation
Add interactivity to our products / services /
events
AnalysisofObjectives&SuggestedActions
1. Image building strengthening repositioning
The very action of YOUR presence in social media by itself will NOT help attain
this goal.
The important question here is What is your brand?
Which are its values?
What is its identity?
What would your brand be if it was a(n)
Colour
City
Sport
Musical instrument
Taste
Animal
Flower
Person
Car
Actor
Clothe
Movie
Gift
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In general, it is NOT advisable to re-brand or reposition online before you

have done so offline (or, at least, have a plan to do so).
Online actions to be taken:
There are no specific actions to be taken here. But there are elements which
can will establish an image of a contemporary, out of the box organization:
The use of state of the art New Media technology and online
activities (innovators approach follow Lacta chocolate as a
benchmark)
The content of your presence (see engagement & interaction tools)

o contests
o events
o gifts prizes
o text pictures - video
o questions discussions
o causes
More often than not, it is not what you say but how you say it that counts.
Your content in the new media must help draw the picture young people want to
live: explore, taste, experience, go against the current, show off (be admired,
be accepted).
Otherwise, your content will look like an old fashioned brochure in a
space that aims to be FUN & DIFFERENT
2. Increase brand awareness

New Media are another set of media. Your presence through them will increase
the awareness of your brand by default.
Attract & Infect
3. Inform customer of anything new (news, events,

services, )
Similar to previous objective. Content more specific.
Attract & Infect
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4. Drive traffic to site

Any of the actions described from here on can potentially drive (through a simple
link) to the your site.
The only consideration is IF and WHEN you want to do so and, more importantly,
if you want to give an option to the customer or not. For example, ticket booking
can happen within the social medium (you dont have to drive the customer to
your site).
Promote throughout social media via paid campaigns

Time-sensitive offers
Tell half the story
Make call-to-action messages stand out
Use as many Social Media & New media as possible
Send promotional SMSs with link to site
Use QRs with link to site
Create contests in the site
Review the Attract & Engagetechniques
5. Increase sales
Sales will not increase simply because you will use new media.
Sales will increase because:
Your reach (see Attract,andInfect) and frequency will increase
Your ability to communicate with the customer faster will increase
Your message impact will be stronger (see Engage)
6. Customer support before and after sales
Reminders (SMSs, Tweets)

Schedules
Electronic forms
Surveys
Forum
How to SM sections
FAQs
Explanatory Videos
Photos
On line chat
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7. Conduct customer surveys

Wheneveryourunanyoftheactivitiesbelow,dontforgetto
promotethemandengageyouraudiencetoparticipate
Polls in FB
Polls in LinkedIn
Surveys
o http://createsurvey.com/
o http://www.surveymonkey.com
o http://www.zoomerang.com
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8. Manage and measure company reputation

Use the tools described in the Monitor Your Competition section to monitor your
presence too.
Use specific tools (e.g. Trackur.com)
Use search engines and look for Company Name, Company URL, Product names,
CEO name. Make search combinations like:
Company Name + sucks
Company Name + rocks
Company Product / Name + review
Measure the whole effort using metrics described in the success measurement
section
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StrategyImplementationSchedule(Exercise)
Objective: ___________
Page
Vehicles
Media
FB
Group
Events
Channels
Describe
actionshere
Twitter
YouTube
LinkedIN
SlideShare
Blog
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Successmeasurement
Gross Views
Facebook page views
Blog page views
YouTube channel views
YouTube video views
Flickr photo views
Connections
Blog subscribers
Facebook fans/likes
Twitter followers
YouTube friends and subscribers
LinkedIn group members
Audience Engagements
Blog comments
Twitter retweets and @ tweets
Facebook interactions
YouTube interactions
Social media brand mentions
Social Media Referrals to site
My Engagements
This measure is important because looking at how this metric correlates with the
other metrics can show the impact that your social media efforts are having.
Internal blog posts
Facebook posts
Twitter retweets, @ tweets, and general tweets
YouTube video posts
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Schedule
Thisscheduleaimstoserveasaguideline.Specificactionsshouldbedecidedfortheweekly
column
Daily
Weekly
FACEBOOK
Attract
Engage
Infect
Promote events
Follow competitive
profiles pages groups events companies
Attract
Engage
Infect
Promote events
Follow competitive
groups events companies
Attract
Engage
Infect
Promote events
and upload videos
of past events
Follow competitive
channels
Create profiles
Create grouppage - events
Follow
competitive
groups pages
- events
LINKED IN
Create profiles
Create groupevents
YOUTUBE
Create profiles
Create channel
Monitor
messages,
replies,
comments and
respond
Monthly
Enhance existing
documents
Follow competitive
pages - lessons
WIKI
Create lessons
Follow
TWITTER
Attract
Engage
Infect
Promote events
Follow competitive
tweets
Attract
Engage
Infect
Promote events
Follow competitive
blogs
Create profile
BLOG
Create profile
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Usefullinks
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Search Engine Promotion

Search Engine Promotion

Search Engine Promotion

Search Engine Promotion

1a. Site & SMS -> SM presence

Search Engine Promotion

1b. Internet -> site and SM presence

1c. From SM->

Search Engine Promotion

Search Engine Promotion

Search Engine Promotion

Search Engine Promotion

1d. Mobile - > Mobile & iPad

Search Engine Promotion

2) Conduct surveys and publish results

Search Engine Promotion

4) Reward them with

6) Reminders - Scheduling tools

Sofoklleous 25, 151 26, Marousssi, Attiki, T: 210 806515

Sofoklleous 25, 151 26, Marousssi, Attiki, T: 210 806515

Use the words you or your

Sofoklleous 25, 151 26, Marousssi, Attiki, T: 210 806515

Search Engine Promotion

7) Send updates to fans

Are you disengaging your crowd?

Search Engine Promotion

Search Engine Promotion

Search Engine Promotion

In general, it is NOT advisable to re-brand or reposition online before you

The content of your presence (see engagement & interaction tools)

2. Increase brand awareness

3. Inform customer of anything new (news, events,

Search Engine Promotion

4. Drive traffic to site

Promote throughout social media via paid campaigns

6. Customer support before and after sales

Reminders (SMSs, Tweets)

Search Engine Promotion

7. Conduct customer surveys

Search Engine Promotion

8. Manage and measure company reputation

Search Engine Promotion

Search Engine Promotion

Search Engine Promotion

Search Engine Promotion

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