美通社-构建社交媒体传播战略（英）-20正式版.ppt

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1、The No-NonsenseGuide to Buildinga Social MediaStrategyThe difference betweenmaking some noise andgetting lost in it.IntroductionSocial media is a complex and multifaceted realm.Theres anassortment of different platforms(which is expanding throughthe rise of niche networks),an expansive array of cont

2、entformats,a lengthy list of best practices,and an ever-evolvingset of the latest trends to keep up with.And,on top of that,every brand under the sun is on social media competing forattention and engagement.In such a dynamic setting,its crucial to develop a clearstrategy to guide your initiatives.At

3、tempting to leverage socialmedia without a well-defined strategy is like trekking througha dense forest with no compass:youre liable to get lost or,at the very least,youll struggle to find the most profitablepath.Conversely,with a concrete social strategy in place,your efforts will be more decisive,

4、efficient,consistent,and,ultimately,effective.In the following guide,well cover the essential elements youneed to create a robust social media strategy,including goals,research,planning,helpful tools,and more.2The No-Nonsense Guide to Building a Social Media Strategy Falcon.ioDefine Your GoalsThe le

5、gendary Yogi Berra once said,“If you dont know where youregoing,youll end up someplace else.”While this paradox was meantto be comedic,the notion rings true for both business and life ingeneral which is why goal-setting is the first step toward buildinga social strategy.Business goals are the founda

6、tion of any social media strategy.If you lackclarity in your objectives,your strategy will consequently lack clarity.So,lets beginAwareness-positioning your brand infront of your target audience to establishfamiliarity.by reviewing sixcommon goalcategories you maychoose to pursue:Traffic-driving use

7、rs to your website and/orsocial profiles to take further action.Engagement-spurring audience interactionto build trust and nurture relationships.Sentiment-shaping the public perception ofyour brand to win your audience over.Conversion-capturing subscribers,leads,and purchases to fuel your bottom lin

8、e.Customer Experience-turning your existingcustomer base into loyal supportersof your brand.Notice how these categories are aligned with the stages of the marketingfunnel.So,for brands,the question becomes:which segments of themarketing funnel will we prioritize in our social media efforts?3The No-N

9、onsense Guide to Building a Social Media Strategy Falcon.ioKey InsightThe modern marketing funnel goes beyond the traditional stages ofawareness/consideration/conversion to include loyalty and advocacyaer the sale.In other words,happy customers can be one of yourbrands most valuable assets.S.M.A.R.T

10、 goalsOnce youve considered your overarching goal categories,youll then needto dig deeper by developing S.M.A.R.T goals within those categories.A S.M.A.R.T goal is:Specific-replacing general concepts withquantifiable outcomes.Measurable-using objective metrics thatcan be tracked.Attainable-setting a

11、mbitious,but realisticaims.Relevant-understanding how the goal tiesinto the bigger picture.Time-bound-using dates and deadlines tostay accountable.To demonstrate,heres an example of a S.M.A.R.T goal within theTraffic category:“Reach 5,000 unique visitors per month from social channelsby February 202

12、1.”With your goals in place,the next step is to prepare to reach them and that starts with a combination of thoughtful reflection anddiligent research4The No-Nonsense Guide to Building a Social Media Strategy Falcon.ioUnderstand YourTarget AudienceTo resonate on social media,you need to know who you

13、re talking to.Thisinvolves identifying,researching,and listening to your target audience tocra content and messaging thats relevant to them.In the marketing world,customer personas are a primary method fordefining target audience segments.A customer persona is essentially afictitious character(i.e.a

14、vatar)that you create to represent key traits/characteristics found within your audience.A complete customer persona will include a detailed profile,withinformation such as:DemographicsPsychographicsAgePersonality TraitsValuesGenderLocationOccupationIncomeAttitudesInterestsBehavioral TendenciesMarit

15、al StatusEducationHaving these detailed profiles on-hand will allow you to tailor yourcontent accordingly,maximizing its relevance and effectiveness.But,onepotential pitfall with customer personas is the temptation to create thembased on intuition(rather than data).This results in a set of personas

16、thatreflect who you want your audience to be instead of who they actuallyare.The solution?Audience research.5The No-Nonsense Guide to Building a Social Media Strategy Falcon.ioAudience researchUnless your company just launched,you already have a rich source foraudience data:your existing customer ba

17、se.To learn more about them,implement surveys at various touchpoints(e.g.email,checkout pages,etc.).You should also be carefully analyzing your brands online reviews,customer service logs,and CRM data to glean insights about theirpreferences and challenges.If you already have a social mediafollowing

18、,you can use the built-inPro Tipanalytics tools on each platform(Instagram Insights,TwitterAnalytics,etc.)to assess youraudiences demographics andinterests.And,even if you donthave a social following,you canuse Facebook Audience Insights tostudy aggregate data on varioussegments.For additional insig

19、ht,check outyour competitors online reviewsto see what their customers aresaying(as theyll likely have a lotin common with your audience).You can also use public forums likeQuora to see the questions peopleare asking about a particular topic,as this will oen indicate whattheyre struggling with.Remem

20、ber,your goal should not be to simplyknow who your audience is but to understand what delightsthem and,perhaps even moreimportantly,what their biggestpain points are.6The No-Nonsense Guide to Building a Social Media Strategy Falcon.ioStudy the competitionWhen formulating a social media strategy,you

21、dont have to completelyreinvent the wheel from scratch.Observe what other brands in yourniche are doing(and whats working for them)to get a lay of the land andguide your own strategy.You can try to beat them at their own game bydoing it even better or find underutilized areas to capitalize on.Put to

22、gether a list of 5-10 of the top competitors in your space.If youneed help,head over to Google and enter search terms related to yourproducts/services.The results on the first page will likely be from theleaders in the field.When assessing yourcompetitors,here aresome key questionsto be asking:Which

23、 social channels are they most active/popular on?What types of content are they posting?(video,images,stories,paid ads,etc.)How much engagement are they getting onvarious channels/content types?What tone and aesthetic do they use intheir content?A competitive analysis shouldnot be done with the inte

24、nt ofcopying what others are doing.Rather,you should be taking noteof general principles,tactics,andQuick TipYou can view the ads that yourcompetitors are running onFacebook by visiting their page,clicking See All in the PageTransparency section,thenselecting Go to Ad Library.trends you see,but with

25、 the end-goal of determining how yourbrand can make its own uniquesplash in the space.7The No-Nonsense Guide to Building a Social Media Strategy Falcon.ioFocus on theRight ChannelsNow its time to move forward from preparatory considerations intotactical planning.Once your brands customer personas ha

26、ve beenestablished and a competitive analysis has been performed,the results ofboth can help inform the decision of which platforms to concentrate on.Factors to weigh include:where your audience is spending time(think back to your customer personas and competitive analysis),thedifferences between pl

27、atforms,your industry,and your goals.To elaborate,here are some key highlights of the leading networks:Facebook.Twitter.The largest network with over 2Busers.Organic reach has declined,but paid ads offer powerfultargeting and Groups can beused for community-building.Virtually every audience segmenti

28、s on Facebook,but youngerdemographics are now gravitatingtoward Instagram.Runs primarily on short text-basedupdates(Tweets),making it greatfor brand voice,activism,humor,announcements,and thoughtleadership.Suitable for both B2Cand B2B,with user demographicsslightly skewed toward 35-65 year-old males

29、.LinkedIn.Instagram.For B2B brands,LinkedIn is amust.As the premier professionalnetworking site,its the leadingoption for sharing business andcareer-related content.In additionto posts,you can also publisharticles directly on the platform,further enhancing its potential asa content marketing channel

30、.A highly visual platform,increasingly favored by Millennialsand Gen Z.Great for growing anengaged following,showcasingproducts,and partnering withinfluencers.Primary contentformats are images andshort videos.8The No-Nonsense Guide to Building a Social Media Strategy Falcon.ioPinterest.Snapchat and

31、TikTok.Like Instagram,Pinterest isWith short,ephemeralinherently visual with images asthe main content format.The coredemographic is women(aged 25-54)and the platform is particularlyappealing for ecommerce brands,with 89%of users turning toPinterest for purchase inspiration.(disappearing)video clips

32、 and ahighly engaged young user base,these platforms are promisingoptions for brands looking toconnect with Gen Z in creative ways.With your primary channels selected,the next step is to outline a planfor publishing consistent,compelling content to engage your audiencewithin each channel.9The No-Non

33、sense Guide to Building a Social Media Strategy Falcon.ioCreate a ContentGameplanContent is the lifeblood of social media,which is why everything wevecovered so far has been leading up to this critical section.At this point,youvenow compiled asubstantial set ofuseful informationto help inform/guide

34、your contentcreation:Youve pinpointed your goals,which shouldinfluence the content types/formats you use(e.g.branded images for awareness,storiesand polls for engagement,product imagesand demo videos for conversion,etc.)Youve defined your customer personas,which should influence your messaging(e.gsp

35、eaking in a relatable way,celebrating thethings they love and calling out the painpoints that bother them).Youve assessed the competition to see whattactics theyre using,whats working forthem(and what isnt),and how your brandcan differentiate itself.Now,by tying the above concepts together,you can d

36、evelop a series ofcontent“buckets”to categorize the content you want to publish.Thesebuckets will bring organization,focus,and clarity to the otherwise hecticendeavor of trying to determine what to post on social media.10The No-Nonsense Guide to Building a Social Media Strategy Falcon.ioContent Buck

37、et#1To demonstrate,heres a hypotheticalcontent bucket for afitness app companyGoal:AwarenessPersona:Motivated MartinPlatform:InstagramFormat/Type:Inspirational branded lifestyleimages(fitness)Messaging:Upliing remars on setting fitnessgoals,rising to athletic challenges,breaingthrough plateausBrand

38、voiceIts oay,and even beneficial,to have a diverse array of different contentbucets.But one unifying aspect that should be the same throughout allyour bucets is your brand voice.Maintaining a consistent voice acrosssocial posts and channels is ey to establishing a brand identity.So,as yourself,“if o

39、ur brand was a person,what would it sound like?”Would it be bold,quiry,playful,inspirational,dramatic,thoughtful,professional?.the list goes on.And you dont have to select just onetone.Rather,you can compile a collection of adjectives to paint a moreholistic picture.11The No-Nonsense Guide to Buildi

40、ng a Social Media Strategy Falcon.ioFor example,here are our very own brand voice guidelines at Falcon.io:Thoughtful but notabsorbedFriendly but notinvasiveBold but not arrogantFun but not sillyAmbitious but notrecklessSimple but not boringSchedulingLastly,you should implement a content calendar to

41、stay on top of yourposting activities.In addition to the day of the week,your publishingcalendar should also take optimal social media posting times intoaccount.You can put your calendar together manually,but its advisableto use a social media scheduling tool to streamline the process.Mon 15 FebTue

42、16 FebWed 17 FebAnd on that note.12The No-Nonsense Guide to Building a Social Media Strategy Falcon.ioLeverageHelpful ToolsWe know what you must be thinking at this point.That with all thesedifferent social media channels,target audiences,SMART goals,andstrategies,youll have to be on social media ar

43、ound the clock just tokeep up.But no.Theres an abundance of social media tools out there to make your life awhole lot easierand you really should take advantage.Like any modern marketing tactic,social media is half art,half science.Thetools were listing here will at least help you accomplish the sci

44、ence part.Here goes.13The No-Nonsense Guide to Building a Social Media Strategy Falcon.ioFalconFalcon was voted a G2 leader in social mediamanagement tools for several consecutive years.Its easy to learn and absolutely vital if your brandis(or is planning to be)posting frequently on morethan one soc

45、ial media platform.Our tool has many features but the sum of all its parts is that you caneasily manage all your accounts and build your following on social mediain a smooth,efficient way.Features include:Scheduling your content across yourchannels in advance.(tweets,Facebooksposts,Instagram updates

46、,and whatnot fromthe same tab)Managing all your social messages from thesame inbox.Creating your own feeds where you candisplay the messages,users,and keywordsthat are most relevant to your workflow.This makes,say,re-tweeting,engaging,andexploring your audience way easier.Tracking your performance i

47、n customizablereports that you can share directly with yourboss and colleagues.Also,you can:benchmark againstcompetitors or industry leaders,set upsocial listening projects,and managead campaigns to name a few otherhelpful things.14The No-Nonsense Guide to Building a Social Media Strategy Falcon.ioC

48、anvaCanva is a real fan favorite for any social mediamarketer that needs to create custom on-brandgraphics for their brands social media channels.The website has so many different templates whichnot only inspire but also makes it super easy tocreate branded images,memes,infographics andmuch more.Its

49、 kind of addictive,actually.HypeAuditerWe all want to grow our follower base(the soonerthe better,right?)but fake followers only look goodfor a second and ultimately hurts your engagementrates.HypeAuditer was built for fraud detection,but thats a bit of an understatement.You can useit to analyze you

50、r own audience and weed out fakefollowers,so you know your actual organic reach.Same thing applies to potential influencers youwant to work with.You can analyze influencerprofiles,dig into each audience,and quicklydetermine if something doesnt look right.Like,say,if you detect unrealistic follower g