Understand what's social media and how to build a working strategy for your social media presence.

1. Social Media Strategy
Al Ahram Canadian University Course 2015
https://about.me/Omar.Mostafa

2. What’s social Media Anyways?

3. What’s Social Media Anyways?
• computer-mediated tool that allow people to create,
share or exchange information, career interests
ideas, and pictures/videos in virtual communities
and networks.
• Social media is defined as "a group of Internet-based
applications that build on the ideological and
technological foundations of Web 2.0, and that allow
the creation and exchange of user-generated
content.

6. A bit of History

13. Honeycomb Framework

14. So, Why do we use Social Media?

16. Important SM Concepts
Social authority
• You don’t control the message, you participate
in the conversation.

17. Important SM Concepts
Social media analytics
• gathering data from blogs and social media
websites and analyzing that data to make
business decisions.

18. Important SM Concepts
Social media Marketing (SMM)
• takes advantage of social networking to help a
company increase brand exposure and
broaden customer reach.

19. Important SM Concepts
Social CRM (Customer Relations Marketing)
• allow people who like your brand and the way you
conduct business to follow your accounts on social
media.
• Customers can tell a company and everyone else
about their experiences with that company.
Company can respond, attend to customer problems
and maintain, regain or rebuild customer
confidence.

20. Important SM Concepts
Enterprise Social Networking
• allows a company to connect individuals who share
similar business interests or activities.
• Internally, social tools can help employees access
information and resources they need to work together
effectively and solve business problems.
• Externally, public social media platforms help an
organization stay close to their customers and make it
easier to conduct research that they can use to improve
business processes and operations.

21. Important SM Concepts
Crowdsourcing
• Customers can use social networking sites to
offer ideas for future products or tweaks to
current ones.

22. Important SM Concepts
Social Media Policies
• are designed to set expectations for appropriate
behavior and ensure that an employee's posts
will not expose the company to legal problems or
public embarrassment.
• Such policies include directives for when an
employee should identify himself as a
representative of the company on a social
networking website, as well as rules for what
types of information can be shared.

23. Important SM Concepts
Fourth screen technology
• Social media hinge on on the capabilities of
smartphones.
• Photo and video-sharing applications such
as Snapchat and Instagram
• Foursquare, check in to various locations
around the globe
• Matchmaking services like Tinder.

24. Social Media Strategy

25. Social Media Strategy
• Identify relevant and compelling hooks for the
audience, create content around the hooks
and integrate it into their social repertoires.
Mike Phillips

26. Why is a social media strategy important?
• A social media strategy allows you to be intentional
and strategic, giving you focus and purpose.
• Strategy means you’re productive, not busy. You
implement a daily plan that propels your business
forward.
• Strategy focuses on telling your story, encouraging
deeper, more significant relationships.

27. Why is a social media strategy important?
• “Without strategy – you lack a roadmap, you lack purpose.”
• “Strategy for ANYTHING is paramount to success. How can
you achieve a goal if you don’t know how to get there?”
• “Strategy is important because it focuses on the “why” you’re
doing what you’re doing in the short-term or day-to-day”
• “It’s important to be working towards specific outcomes…and
that our entire team & our clients are on board with those”

28. SMS.. Step by Step

29. SMS.. Step by Step
• Level 1: Setting Goals
• Level 2: Knowing Your Audience
• Level 3: Defining Your Brand
• Level 4: Planning Content
• Level 5: Content Creation
• Level 6: Analyzing and Measuring

30. Level 1: Setting Goals
1. Why have you joined social media?
2. What is your brand’s overall purpose?
(What are your mission, vision and values?)
3. What do you or your company aim to achieve with
social media?

31. Mission Statements Samples
“The advancement of all good literature, arts, and
sciences; the advancement and education of youth in
all manner of good literature, arts, and sciences; and
all other necessary provisions that may conduce to
the education of the … youth of this country….” from
Harvard University

32. Mission Statements Samples
"Our vision is to be earth's most customer centric
company; to build a place where people can come to
find and discover anything they might want to buy
online." from Amazon

33. Mission Statements Samples
"To bring inspiration and innovation to every athlete in
the world." from Nike

34. Level 1: Setting Goals
Macro-Micro Approach
1. Think big picture.
2. Set specific goals.

35. Level 1: Setting Goals
Be SMART
Your goals should be:
• Specific (6Ws)
• Measurable
• Attainable
• Relevant/Realistic
• Time-bound/Tangible

36. Think Benefits NOT Features

37. Level 2: Knowing Your Audience
4. Who is your target audience?
5. Which social channels do they use?
6. What topics and sources of information are most
important to them?
7. What events matter to them and their lives?
8. What problems can you help them solve?
9. What jobs can you help them complete?

38. Level 2: Knowing Your Audience
• Market Research
• Building Personas
• Focus Groups

40. How to choose your channels?

41. Level 3: Defining Your Brand
10. What is your brand voice?
11. What is the tone of your social media
updates?
12. What emotions do you hope to convey
through your brand’s visuals and messaging?

43. Finding your brand’s voice
• If your brand was a person, what kind of personality
would it have?
• If your brand was a person, what’s their relationship
to the consumer? (a coach, friend, teacher, dad, etc)
• Describe in adjectives what your company’s
personality is not.
• Are there any companies that have a similar
personality to yours? Why are they similar?
• How do you want your customers to think about
your company?

44. Translating your voice to your tone
• Content type: What are you writing?
• Reader: Who are you talking to in this scenario?
• Reader feelings: What’s the reader feeling when
they are in this tone scenario?
• Your tone should be: Use adjectives that describe
how you should sound in this scenario.
• Write like this: Give a brief example of how the
writing should sound.
• Tips: Explain best practices of writing for this
scenario.

45. Translating your voice to your tone
• Content type: Tweets
• Reader: Potential customers, marketing professionals
• Reader feelings: Eager and engaged to find
interesting content and information
• Your tone should be: Helpful, informative, clear,
approachable
• Write like this: “Did You Know: The 8-hour workday
was invented to help people work less? We have the
story here.”
• Tips: Use lots of questions. Avoid sounding
authoritative. Invite others to learn and discover.

49. Level 4: Planning Content
13. What types of content should I post on which social
platforms?
14. What type of content best supports your content
marketing mission?
15. What are the main topics, categories or messages
that support your brand?
16. Should you use social media to provide customer
service?

50. Level 5: Content Creation
17. What realistic resources do we have?
18. Who should set up and maintain my company’s
social media accounts?
19. What is the workflow from content creation to
publication?
20. How often should I post new content on my
social networks?
21. How does social media fit with our other
campaigns?

51. Level 6: Analyzing and Measuring
22. How will you measure ROI and define
success with your social media strategy?
23. What is working with your social
media marketing efforts?
24. What is the customer journey from search to
purchase?
25. Where does social media fit within your
funnel?

53. Case Studies & Examples

54. Air Asia

55. Air Asia
Results:
• Doubled the amount of flights
• Grew Facebook fan base by 30%
• Generated PR worth an estimated $1.5 million
• Reached over 2 million people on Facebook.

56. Taco Bell

57. Taco Bell
Results:
• Reached over 600,000 Twitter followers
• Achieved over 3000 retweets from a single tweet
• Increased Twitter followers to 3 times that of Burger
King

58. Coca Cola

59. Nescafé

60. Nescafé
• Results
• Our 42-video web documentary reached
amazing statistics: more than 8 million views,
63,050 Likes, 5,550 shares and 4,850
comments. The Nescafé Facebook Page also
had an over 400% increase in fans. But most
importantly, with the audience’s participation,
our campaign became a huge social
phenomenon in France.

61. KFC

62. KFC
• The Results
• This ironic play on the #RichKidsOfInstagram
quickly made headlines and has since
increased sales by 21%.
• The campaign became the number 1 Twitter
trending topic in Romania, and generated over
€1m in free media.

63. Snickers

64. Snickers
• The results
• In the first week of launching the campaign on
the Dubizzle.com, Snickers received over 200
admissions of unwanted items to sell, items
received a CTR five times higher than the
industry standard which resulted in 80% of the
items posted being sold on the same day, a
huge success for both customers and Snickers.

65. Nivea

66. Nivea
• • 1,400 stories submitted, with three turned
into long-from cinematic video ads
• • The ads boosting purchase intent by 26%
beating sales targets by 11% and stealing 12%
market share from the leader
• contributed a 67% growth to the category. The
videos themselves generated 18 month’s
worth of view time online.

67. Samsung

68. Samsung
• The photo featured DeGeneres posing with
Bradley Cooper, Jennifer Lawrence, Brad Pitt,
Julia Roberts, Angelina Jolie, Meryl Streep,
and Kevin Spacey amongst others.
• The subsequent tweet went on to be shared
2.8 million times in one day, racing past a
record held by President Obama when he won
the US Presidency for the second term.

69. Nike

70. Nike
• The results
• The game greatly boosted Nike’s customer
loyalty and the system allowed Nike to collect
high amounts of data over a long period of
time. Nike could then use this data to market
their products and services directly. The
information led to increased productivity of
R&D and digital marketing.