How To Create A Successful Social Media Strategy

Maria Thanbichler / 1302009

Social media in marketing 10.11.2013

Abstract 10. November 2013 Bachelor of Art Author or authors Maria Thanbichler / 1302009 Title of report !o" To #reate A S$cce Group or year of entry 2013 Number of pages and appendices

f$l Social Media Strateg%

Teacher/s or supervisor/s &ohanna !einonen The aim of thi re'ort i to make a 'lan( ho" to create a $cce ocial media trateg% "ith the mo t im'ortant te' . f$l

)or that rea on the re'ort incl$de a hort introd$ction abo$t the im'ortance of $ ing ocial media in b$ ine and the te' of creating a $cce f$l ocial media trateg%.

eywords *ifferent Ste' of a Social Media Strateg%

Table of contents
1 +ntrod$ction..................................................................................1 2 Ste' of creating a $cce f$l Social Media Strateg%...................2 2.1 *efine the Main ,oal..............................................................2 2.2 *etermining %o$r A$dience...................................................3 2.3 -!ot B$tton. To'ic .............................................................../ 2./ Selection of the right ocial media 'latform ......................./ 2.0 Time Management.................................................................0 2.1 2laning 3e o$rce ..................................................................0 2.4 5val$ation of S$cce .............................................................0 Bibliogra'h%....................................................................................4

! "ntroduction
No"ada% more 'eo'le $ e ocial media 'latform thro$gh their mobile 'hone ( com'$ter ( and tablet than talking( calling( emailing and te6ting. +t i obvio$ that the com'anie have to ad7$ t to thi develo'ment( b$t 'artici'ation and 'o t ome ne" from time to time i not eno$gh to have a $cce f$l 'erformance in ocial media. )or that rea on it i im'ortant to create a ocial media trateg%. Thi re'ort "ill 'rovide ome hel'f$l te' ho" to et $' a trateg% and ho" to eval$ate the achieved re $lt .

# Steps of creating a successful Social Media Strategy

+t i $ ef$l that the com'anie create a ocial media 'lan at fir t and after the% follo" thi 'lan/ trateg% te' b% te'. Tro$gh thi 'lan the% have a tr$ct$red and chronological order ho" to catch their goal in ocial media. +n the internet there i a h$gh n$mber of different te' ho" to create a $cce achieve it. #$! %efine the Main Goal +t i im'ortant( that com'anie have clear conce'tion "hat the% "ant to achieve. So the fir t 'oint i to ta% foc$ ed and be concentrated on %o$r goal . There are three broad o'tion 8 rai ing a"arene ( increa ing lo%alt% and increa ing ale . Select on and foc$ on it. +n order to be effective( %o$r ocial media marketing effort have to be ongoing( there i no fini h line. That i another im'ortant a 'ect. A %o$ reach goal ( %o$ need to create ne" one . 9ther"i e( %o$:re $re to go back"ard . B% $nder tanding the im'ortance of having an ongoing ocial media trateg%( %o$ "ill be ahead of the game from the tart. The third 'oint i abo$t the concretene and mea $rabilit% of %o$r goal . To make goal mea $rable it i im'ortant for them to contain the follo"ing 'er 'ective 8 content( e6tent( time and egment. The ne6t 'oint i abo$t( that the aim are ambitio$ and reachable. That incl$de ome ;$e tion abo$t the com'an%. !o" $cce f$l i the com'an% in com'ari on "ith their com'etitor < +n "hich egment act the com'an% at the moment< *o the% have an international occ$r < Another im'ortant 'oint ho" m$ch mone% do %o$ have for ocial f$l ocial media trateg% b$t ho"ever( follo"ing ar% te' of there are the even mo t im'ortant and nece

media< All the e ;$e tion can hel' to find o$t "hich goal are ho$ld b$ild and if the% are reachable.

#$# %etermining your Audience Social media i all abo$t connecting "ith other . )ir t think abo$t %o$r target a$dience and learn abo$t them. +t i im'ortant to $nder tand ho" the% contrib$te in ocial media and thro$gh "hich medi$m . Social media $ er generall% fall into the follo"ing categorie 8

#reator 8 The e $ er are re 'on ible for '$bli hing content $ch a blog ( "eb ite ( video( m$ ic etc. #onver ationali t 8 ='date their ocial net"orking ite b% $'dating their tat$ > 'o ting t"eet .

#ritic 8 = er "ho activel% revie" and rate 'rod$ct . Make comment on blog and contrib$te to content and online for$m .

#ollector 8 = er "ho vote on "eb ite > add tag to 'hoto .

&oiner 8 The e $ er create ocial media 'rofile on ocial media ite 2l$ . $ch a )acebook( T"itter( ?inked+n > ,oogle

S'ectator 8 The% earch the "eb reading blog ( "atching video on @o$T$be( reading for$m 'o t and t"eet .

+nactive 8 *oe not do an% of the above. ho$ld learn a

Thro$gh $rve% and other data the com'anie

m$ch a the% can abo$t their target c$ tomer : challenge ( need

and "ant . The% ho$ld $ e online $rve% tool

$ch a S$rve%

Monke% or = er 3e'ort. B% kno"ing "here %o$r a$dience fall on the 'ectr$m( for them it "o$ld be ea ier to creating an effective ocial media trateg%.

#$& 'Hot (utton) Topics The com'anie ho$ld narrow down their top three to five

main topics and target them$ The content on ocial media ho$ld be de igned aro$nd the e to' -hot b$tton. to'ic A ever%thing from information to ne" to 'lanned 'romotion . +t i im'ortant that the content ho$ld antici'ate the need and ;$e tion of the com'an%B 'otential and e6i ting client ( "hich i "h% blog can be a highl% effective tool. The% ho$ld tr% different "a% of 're enting the information to ee "hat "ork be t "ith their target demogra'hic. And another ver% im'ortant 'oint i that the% donBt forget to $ e image for the ocial media 'latform . #$* Selection of the right social media platforms +t i im'ortant to find o$t on "hich ocial media 'latform the com'anie ho$ld act. The com'anie ho$ld 'lan to create name. acco$nt acro all ocial media entitie for %o$r b$ ine

Sometime thi i n:t 'o

ible and other com'anie "ith imilar

name have alread% taked o"ner hi'( b$t if not then claim that ocial media territor% for %o$r o"n. 5n $re that %o$r 'rofile reflect %o$r com'an% brand and incl$de the ba ic information to hel' drive 'eo'le to %o$r location and "eb ite Caddre ( 'hone n$mber( ho$r of o'eration( and a link to %o$r "eb iteD.

#$+ Time Management The com'anie ho$ld caref$l that ocial media don,t ta-e all ocial media kno" ho" ea % it i to

their time$ An%one "ho $ e

intend to 'end onl% a fe" min$te and then di cover ho$r have gone b%. The% ho$ld create a 'lan for ho" and "hen %o$ "ill "ork on %o$r b$ ine ocial media.

#$. /laning 0esources Small b$ ine o"ner need to en $re that the% have a trateg%

that incl$de "ho "ill handle ocial media engagement and "hat the e6'ectation "ill be for em'lo%ee or vi itor regarding ocial media $ e. +t i im'ortant to have 'roce c$ tomer . #$1 2valuation of Success The com'anie ho$ld give their ocial media trateg% time to e in 'lace for ho" to ion to $ e 'hoto of handle different it$ation like getting 'ermi

tick in the mind of the c$ tomer . After abo$t t"o or three month ( the% ho$ld 'erform an inEde'th eval$ation to determine "hether the trateg% i 'rod$cing re $lt or not. S'ecific metric $ch a hare ( like ( $b criber ( click rate ( ale that originated ho$ld be anal% ed in ocial media channel and conver ion rate "ith care. +f the com'an%B effort ongoing effectivene eem to be 'rod$cing re $lt ( the% ho$ld

r$n "ith it. +t i not advi able to re t on %o$r la$rel . To en $re the of %o$r ocial media trateg%( go back to e ment . +m'lement a revi ed 'lan $cce b% anal% ing 'ecific the beginning and tart again. ?a% o$t a ne" 'lan "ith ne" ob7ective ba ed on fre h a "ith $'dated goal . 5val$ate it

metric . B% contin$all% going thro$gh thi c%cle and b$ilding $'on

0

"hat %o$ learn( %o$ "ill be able to achieve good re $lt thro$gh %o$r ocial media marketing effort .

(ibliography
39F?5S A*AM( 2013. The literat$re revie" GonlineHGvie"ed 0I November 2013H Available from8 htt'8//""". earchengine7o$rnal.com/ im'leE te' EtoEcreatingEanE effectiveE ocialEmediaE trateg%/1293// AN9N.( 2013. How to Develop a Social Media Strategy - Salesforce Marketing Cloud. GonlineHGvie"ed 0I November 2013H Available from8 htt'8//""". ale forcemarketingclo$d.com/re o$rce /ebook /ho"E toEdevelo'EaE ocialEmediaE trateg%/ AN9N.( 2013. Creating A Social Media Marketing Plan. GonlineH Gvie"ed 0I November 2013H Available from8 htt'8//""". lide hare.net/cor%"illiam on/creatingEaE ocialEmediaE 'lanE202911/ AN9N.( 2013. 10 Strategies for Social Media Success - Constant Contact. GonlineHGvie"ed 0I November 2013H Available from8 htt'8//""".con tantcontact.com/learningEcenter/g$ide /detail /10E trategie EforE ocialEmediaE $cce .7 '