Online Marketing

Webinar Series: Developing a Social Media

Strategy

Sarah Cornelisse

Penn State University

February 26, 2019

This series is supported by USDA/NIFA under Award Number 2015-49200-24228.

https://www.linkedin.com/pulse/why-only-few-super-successful-people-

naveen-raju/

Developing a Social Media Strategy

Sarah Cornelisse

Department of Agricultural Economics, Sociology, and Education

sar243@psu.edu

Source:

http://bteam.org/plan-

b/new-ways-working-

report/

What is a Social Media Strategy?

Key Questions

• Who is your target audience?

• What are your primary objectives?

• When & How will you evaluate?

• Where does the overall strategy fit into the

business?

• How will you differentiate from the

competition?

https://sproutsocial.com/insights/social-media-and-business/

Strategy Development Process

Listen/ Research

Identify goals &

objectives

Develop a plan

Develop content

Implement plan & engage

audience

Measure success

LISTEN & Research

Where to engage online?

Select best forums based on:

• Audience

• Topics

• Context

• Level of engagement

• Degree of Influence

• Reach

http://www.pewinternet.org/2018/03/01/social-media-use-in-2018/pi_2018-03-01_social-media_a-01/

Talk to Your Customers

• What social media networks do you actively use?

• Which ones do you use to connect with businesses?

• What information would encourage you to visit your site?

• How would you prefer to learn about activities, events, and new products?

• Which “how to” videos would be the most helpful to them?

Analyze the Competition

• What platforms are being used?

• How are they using social media?

o Content format

o Frequency

Analyze the Competition

Twitter

Analyze the Competition

• What platforms are being used?

• How are they using social media?

o Content format

o Frequency

• What does their engagement look like?

o Comments, replies, reactions

o Quantity

o Context

Set Goals& Objectives:

How do you want SM to help your

existing business plan?

Identify goals & objectives

▪ Organizational goals

▪ Retain customers

▪ Improve customer service

▪ Increase profits, sales,

attendance, etc.

▪ Explore a new market

▪ Connect and engage with

public, supporters, &

customers

▪ Create an online

community

What are your goals?

http://ceblog.s3.amazonaws.com/wp-content/uploads/2015/10/choosing-the-right-social-media-platform.png;

https://www.entrepreneur.com/article/270663; http://mashable.com/2011/02/14/small-business-social-media-infographic/;

http://www.fastcompany.com/3032848/the-future-of-work/nofilter-necessary-why-any-brand-can-and-should-harness-the-power-of-inst;

http://bit.ly/2lB6N5p

Identify Goals & Objectives

Business/Marketing Goal

• Broad primary outcome

Strategy • The approach taken to achieve a goal

Social Media Objective

• Measurable step to achieve a strategy

Social Media Tactic

• Tool used in pursuing an objective

Identify Goals & Objectives

• Marketing Goal – Increase number of

customers at the market

o Strategy – Develop relationships with current

and potential customers via social media

• SM Objective – Share one (1) example of a product

preparation per week

o SM Tactic – Schedule & do Facebook Live videos of

product preps, while answering viewers questions

Understand follower goals

▪ Why do people follow businesses?

▪ Interest in product/service▪ Obtain incentives

▪ Learn about new products/sales

▪ Learn about events

▪ Your content▪ Entertainment

▪ Learn about a hobby/interest/etc.

▪ Connect with others with similar interests

▪ Communicate with you▪ Ask questions

▪ Provide feedback/input

https://www.marcodegroen.com/why-do-all-digital-consumers-follow-brands-on-social-media/

20%

80%

Developing a Plan:

Optimizing SM for Your Business

Managed by “right” people using the “right” resources.

Develop a plan

▪ Which social media

tools will you use?

Choosing social media platforms

• What are your goals?

• Who do you want to connect with?

• What type of content do you want to share?

• How do you want to engage?

• Where are your competitors?

What type of content are you sharing?

280

/60

images, video, live video

live video

live video

Develop a plan

▪ Which social media

tools will you use?

▪ Map out what content

you will provide

▪ Develop a timeline

▪ Events

▪ Promotions

▪ Product launches

▪ What content supplements

these?

https://ndpen.com/2019holiday_calendar/

Develop a Plan

Develop a plan

▪ Which social media tools will you use?

▪ Map out what content you will provide

▪ Develop a timeline▪ Events

▪ Promotions

▪ Product launches

▪ What content supplements these?

▪ Who will do the work?

Develop content

▪ Develop content identified in previous step

▪ Videos (live?)

▪ Tips/ how-to’s

▪ Stories

▪ Polls/Questions

▪ Photos

▪ Advice/opinions

▪ Promotions

▪ Other

Live Video

• Connects with

viewers through

sight & sound

• Connects with the

individual on a mass

scale

• Authentic

• https://www.facebook.com

/pg/FlinchbaughsOrchard/

videos/?ref=page_internal

Implement Plan & Engage Audience

▪ Engage the

audience

▪ Ask questions

▪ Express your point

of view

▪ Respond to

comments &

feedback

▪ Offer additional

resources

Work Your Plan

Source: https://cdn.prdaily.com/wp-content/uploads/2019/01/Social_Media_Checklist_Infographic-1.jpg

Work Your Plan

Source: https://cdn.prdaily.com/wp-content/uploads/2019/01/Social_Media_Checklist_Infographic-1.jpg

Is Your Strategy Working:

Data to Look At

Quantitative

o Reactions/Likes

o Shares/Retweets

o Comments

o Followers/subscribers

o Favorites/Pins

Qualitative

o Sentiment

o Context

o Themes

Measure success

Why analyze social media activity?

• Are you meeting your social media,

marketing, and business objectives?

• Are you efficient in your use of social

media?

• If not, where can you make changes?

o Timing, Content, Platform

Strategy Development Process

Listen/ Research

Identify goals &

objectives

Develop a plan

Develop content

Implement plan & engage

audience

Measure success

Thank You!

Penn State is committed to affirmative action and the diversity of its workforce

Sarah Cornelisse

Department of Agricultural Economics, Sociology, and Education

sar243@psu.edu

Center for Profitable Agriculture

(931) 486-2777

mleffew@utk.edu

ag.tennesse.edu/cpa

facebook.com/ValueAddedAg

Please complete the

session evaluation at https://tiny.utk.edu/WebinarEval