THE WELL OILED
SOCIAL MEDIA MACHINE
IT’S UNIQUE, TRIED, & TESTED.
NOT YOUR AVERAGE SOCIAL MEDIA PROCESS
Execute an integrated strategy through a company or personal brand, that reinforces specific brand goals.
Always pay attention to the metrics during all iterations. This gives you the best footing to base to make all of your decisions on.
We have tested this process on individual’s companies & brands throughout highly governed & compliance driven industries as well as major sporting events.
Cober is an experienced brand marketing agency, specializing in dedicated social media management for highly governed industries, compliance driven individuals & organizations.
THERE IS POWER IN A STRATEGIC USE OF
SHEDDING LIGHT ON THE SOCIAL MEDIA PROCESS
Companies ignore 70% of Facebook questions. When Facebook fans post their questions online, only 30% of them receive answers. That’s a shockingly low interaction rate, but many social media marketing experts see this Facebook fact as an opportunity. If you’re willing to engage customers when you’re competitors aren’t, separating yourself from the pack is easy.
7 PHASES OF INTEGRATED SOCIAL MEDIA
DO YOUR HOMEWORK
Does your organization already have a social media policy?
What do you think social media can do for your organization?
What do you want social media to do for your organization?
In terms of providing content on social platforms, what are you afraid of?
What confuses you? Who approves the content before it’s published?
How many departments or divisions will be contributing content?
How many departments or divisions will you provide content for?
How do you engage and communicate with the various departments?
Does a distinctive goal for the content exist?
What Do We Want Them to Do After Consuming It (Call-to-Action): Subscribe to blog, contact on this metrics selection process, share the with colleagues How will you prioritize content from one department or division over the next?
Who will be responsible for providing content and on how many platforms?
How do you currently communicate with your audiences?
How often do you communicate with them?
Who provides the content for those communications?
What kind of content is provided for the audiences?
What do you ask your audiences to do? Do they do it?
How does your audience prefer to communicate with you? Others?
Have your audiences ever asked for specific content?
What kind of content do you think your audience needs? Wants?
How comfortable with technology, the web and social media is your audience?
What is our audience interested in besides our product?
What general area of knowledge to we have that we can share?
What kind of expertise or even products can we give away?
What can we explain?
What type of content from others can we share with our audience?
Who can we interview that would interest our audience?
What can we have fun with that isn’t a disconnect from our brand or industry?
What sensitive topics may we take advantage of to engage discussion?
What topics are off-limits?
Who in our company connects with customers most naturally?
What is our capacity to produce content? Our audience’s threshold to consume it?
TICKING TIME BOMB
25% of consumers who complain about products on Facebook or Twitter expect a response within 1 hour.
IT TAKES A LOT OF WORK TO BE THIS GOOD
- Make sure your social media accounts sound like you or your brand voice as much as possible, and this includes outside of working hours.
- You want to know who you aim to reach. You will need to target this audience through a process such as an Audience Profiling Form which will capture key lifestyle & demographic info on your key target market. Using this information that can of course be revisited time to time, you can accurately & effectively connect with the folks you wish to reach.
- Before you execute your social media plan, you will need to work to isolate your professional interests, corporate activities, & other causes you may want to be affiliated with.
- This information will be gathered through a process such as a a personal or brand assessment, which will get an evaluation of your interests outside of work to help connect you on a personal level with members of the online community.
CLIENT PROFILING AND ASSESSMENT
In order to maximize the amount of content you have available & are able to distribute, you need to know as much about your brand as you can (& is pertinent to your online identity). To do this utilize a process or document such as a Client Profile/Assessment Form. Ask yourself basic lifestyle information & what interests you. The ultimate goal of this process is to establish stronger, more personable conversations & connections with you and your audience. While the ultimate goal is to enforce your professional expertise & acumen in your field, you also want the community – on and offline – to see you as an approachable, knowledgeable & of course an interesting online neighbour. Remember to keep up to date on your interests & community involvement, revisit this process intermittently to stay current with you or your brand’s goals.
TIMELINES, CYCLES, & TRIGGER POINTS
TRIGGER POINTS: LEVERAGING CONTENT
By being more calculated, you save time & effort by creating “trigger points on timelines” allowing you to leverage content. Leveraging content is more reliable & useful than double handling of content or under utilized content.
Trigger Points are multipurpose functions and will gather valuable information about your audience, new directions & goals, & enhancing your online presence. Trigger Points will be customized for each client & marketing plan, and while all may not apply to you, some examples are:
Establishing these events will help you build momentum in your channels for upcoming posts and special events, ensuring you reach a maximum audience.
client content evaluation
social media ads
contests & promotions
audience content evaluation
According to Facebook, there are currently more than 19 million Canadian Facebook users. That is over half the Canadian population.
A USEFUL TOOL:
THE CONTENT CALENDAR
PREVENTION IS BETTER THAN CURE:
- password change policy
- monitor app access & authorization
- manage social media account security the same way you do your own website
BECOME LEAD GENERATION
More than 70% of social network users shop online. The stereotypes are wrong – social networkers are computer savvy, older, & use their PCs for online commerce.
CONTENT, METRICS, GROWTH, & REACH
We pride ourselves on forming tight relationships with our clients and subsequently act more effectively. CuteGecko has become an extension of the marketing & compliance departments, working closely with mutual goals. Much higher ratio of repeat projects based on turnaround time, reliability & cost effectiveness.