What we will cover today

• Online consumer behavior and the web universe.

• Introduction to Web Strategy.

• Introduction to Social Media Strategy.

• Creating content that works for you.

• Website review.

Why do you need to integrate social media

into your business?

What are your top 3 business goals?

Online Consumer Behavior

The Web Universe

Lets take a look at an example website

Marketing Grader

Problems Social template

Buyer PersonasA buyer persona is more than just your target

market. A buyer persona is an archetype of your ideal client.

Demographic Psychographic

•Goals and ambitions•Wants needs and motivations•Hopes dreams and aspirations•Fears doubts and worries•Problems to be solved

•Age•Gender•Income•Education•Occupation•Location•Family Status

Problems Social template

Problems you solve for this buyer

Why are they buying from you?

•A goal unachieved is a problem to be solved

•A need unsatisfied is a problem to be solved

•A pain not taken away is a problem to be solved

Problems Social template

Keyword cloud

www.wordle.net

Problems Social template

How to set realistic expectations

•Have it link back to your business goals

•How will it be measured? It has to be a number

•Don’t set yourself up for failure

•Think of “WHY” this goal is important

•Have a monthly goal and track its success weekly

Client Goal Example - Food Industry

•Specific - Increased customer satisfaction

•Measurable - Positive sentiment vs. negative sentiment 1x negative/20 x positive

•Attainable - Current negative vs. positive sentiment is 1/7

•Relevant - Yes. It’s one of 3 company goals for the year

•Time Bound - This goal is measured monthly and once it is reached it is to be increased.

What Social Media Goals Are Good?

Monthly - Aim for at least a 20% growth in both Facebook and Twitter

Virality per post - This is the percentage based on the total number of stories created from one post and the number of unique people who have seen it. Aim for 3%

Talking about you – If 10% of your total community, you’re on the right track

Unlikes or Unfollowers – This very much based on the industry you are in but no higher than a 2% of the total community per month

4 Key Metrics for CEO’s

• Followers - Social credibility and trust, Marketplace growth

• ReTweets/Talking about this - People are talking about your brand, you’re generating remarkable content your fans like, relevance of the content being shared, Help to identify brand influencers

• Sentiment - Should be at the heart of your strategy, positive or negative, Sentiment can offer key information about how fans affect sales, can help define content creation and curation.

• Competitor analysis - What results are your competitors seeing, consider likes, content, posting frequency, fan engagement with posts.

Facebook Review

Takeaway Checklist

• Complete your templates

• Set up google alerts

• Set up Google analytics

• Secure URL’s for social media

• Set up a desktop for monitoring, eg. Hootsuite, Sprout Social

• Sign up to Social Media Online Academy

This week

• Connect with me

Garth.Ledwidge@bluwiremedia.com.au

Garth Ledwidge @GarthLedwidge

@Bluewire_Media