Social Media Strategy Mapping

1. Welcome: Hi, everyone. Welcome to social media strategy mapping. I'm your instructor, MEREDITH Gone solves, and I'll be teaching you today. All that goes into creating a social media strategy map for your business. Now, maybe you've never heard of the term social media strategy map or just strategy map in general. But that's OK, because we're gonna walking through a seven step methodology for creating a social media strategy, a robust social media strategy for your business. When you think about social media strategy mapping, it's really, really simple. All you're doing is mapping the activities that you do on Social Media day today to what you're trying to accomplish at the business. And there's nothing really better than that, right? In fact, it's been said that one of the top three challenges of social media marketers is that they have a really hard time tying social media tactics to business objectives. And for me, that is just tragic. And that's why I think social media strategy mapping is so essential to creating a a strong foundation of social strategy for your business. So by the end of this class, you're not only gonna learn how to develop a and implement a full social media strategy for your business, but you'll be able to determine the Social Media Metrix that you need can measure the success of your business and which social media channels in tactics will be best to accomplish your business schools. So it's gonna be a lot of fun. Get ready for creating a social media strategy. Enough with me. We're gonna learn a lot today. 2. The Role of Social Media: So when you first open your social media strategy mapping worksheet, you'll see that the first column is entitled. Why now? I always think with any type of strategy mapping, it's very important to start with your why. And this is essentially asking you why Beyond social media, what role does social media served for your business? I really like to think of social media serving a number of roles, right? But those five distinct categories or buckets, if you will, that I've identified that are usually in line with how social media serves your business. So I'm gonna go over those five buckets for you. And as I'm going over them, think about how social media could play a role in your business. Maybe one of these buckets or categories resonates with you. Okay, so let's find our why the first bucket is Maybe Social Media's role is to help convert your most profitable customer right? Social media is a place for everybody. And when people are acting on social media, social media channels are logging that behavior, logging their demographic information, which makes it really easy for businesses to be able to target their ideal customer because those social media channels know a lot about their users. So maybe the role of social media for your business is to really help attract and convert the most profitable customer for your business. Bucket number two. Maybe the role of social media is to serve as a customer support tool. So long gone are the days where we're really taking Teoh, calling up businesses with our issues or even emailing right? Usually, social media is the first line of defense when customers need Teoh air, their issues or grievances or even their praise right. So social media can actually be a really great customer support forum. And a lot of businesses leverage social media for that purpose. So maybe that is your wife. Customer service Bucket number three is social media serves to allow for more personal, an authentic connection with your customer. Right, So again, long gone are the days where you don't know who your customer is, or you can't even talk to them one on one and left there physically in front of you, right? Social Media allows you to have a 1 to 1 conversation with your customer via Twitter chats . The direct messaging eso you're able to actually have a person to person connection. I'm in a lot of businesses. Find that very back valuable toe. Learn about their customer, learn about their pain points, learn about what they like. Don't like eso having that authentic personal connection? Condemn. Definitely be your Why, for social media, for your business Bucket number four is that maybe social media serves to allow for exponential sharing of your content. Right? Maybe you're using social media as a vehicle to share all of the great content that you have. And this is a very usually a primary use case of social media. For business is it is sometimes the number one driver of traffic to their website. Right. So, um, having vehicles to send out content and thoughtful messaging to your customers? Um, that condemn finitely be a big Why for you in a big purpose of social media for your business. Finally, the last bucket is the most fun. So maybe social media serves to showcase your personality or what inspires or drives your brand. There's so much you can do with social platforms now, all of the capabilities that allow you to be creative and create really cool content that a lot of brands have actually really been able to successfully build a persona in it of itself on social media. And there's a lot of great examples of this Where Twitter profiles are are our brands profiles but in fact kind of have their own personality. I'm so using social media to showcase that personality, that fun, creative side of your brand that is a really big use case and a great why for the role of social media for your business. So after thinking about those five buckets, which ones resonate most with you, Which ones would be your wife for your business? Take a few minutes and write that in the first column of your social media strategy map. 3. Defining Smart Objectives: So now that you have your why the next column that you'll see in your social media strategy map worksheet is your what? Your what are essentially your goals and objectives for social media that will help support your Why? Which eyes? Obviously the most important, right? So consider this section all about goal setting 101 as it relates to social media. And the first thing you want to think about when you're establishing a goal for social media is whether or not it's smart. And I don't mean just smarty pants. Smart. I mean, actually is it s m a r t smart, specific, measurable, achievable, realistic and time out. These five elements make up a smart objective, and that's what we're going for. So I don't think about social media as, oh, I want Teoh get more followers to my instagram page, right? Think about how many followers or by how much do you want to increase followers? And what do you want those followers to look like? And for what purpose? Over what period of time, right? So when you're thinking about smart objectives, you really want to be asking yourself, follow up questions to really get to that specific, measurable, achievable, realistic and time bound objective. So let's look at a few examples. Does your goal sound like this? Increase engagement. An advocacy with my content online from Social media referrals by 5% each quarter? Right? It's specific. It's measurable. We can measure it. It's achievable. It's realistic and time about right. So it has all of these elements that we need in order to really make a smart objective. Let's look at one more objective. How about 10% Mawr downloads of my app from Facebook ads by Generation Z in the United States by January 2019. This is a really, really great smart objective, right? It's time bound. You have to achieve it by 2019. It's specific. It even taught. Speaks to who, exactly? You want your target audience, which target audience. You want to achieve this objective, right? So this has all of the elements again. Too smart, objective setting. So what I'd like you to dio is think about your smart objectives. In fact, maybe think about a few of them. What were you really trying to achieve? With social media being more followers, be it more engagement. Being more leads to your website and then think about how you can make it smarter. Take a few minutes and write your smart objectives in your walk column on your social media strategy map. 4. Finding Your Target Social Audience: Okay, all we've already made it through two columns of our social media strategy map. Can you believe it? But the next couple of modules are going to cover probably the hardest piece of social media strategy mapping, which is the how. Okay, it's great that we have our why. It's very important that we have our what? And you know what, we're measuring now. But the how how we're gonna do all that, that takes a lot of thinking and work. The first thing that we're gonna cover in your how is identifying your target audience now ? You may have done a little bit of this when you were gold saying, Right, you wanted to attract a certain customer, and you put that in your objective to make it's murder. But now you really want to think about who that customer is, because it will determine a lot of things. Most specifically, it'll determine where you should most likely be on social media because depending on who your customer is, they may be more active on some platforms versus others. It's also going to help you determine what your content strategy should be, So because if you know a lot about your customer. You know, the type of content that will most resonate with them, right? So the first step in our how in our tactics is to understand and identify that target customer. So there's a number of questions that you want to ask The most obvious ones are your basic demographic information, right? How old they are? Are they a man or a woman or they both? Where do they live? Are they local? Is it a regional audience, National or even global? Right. But then you want to think a little bit deeper. So what activities might be interesting to your audience? What topics do they like talking about what motivates them? Are they motivated by convenience, quality affordability or a belief system? The best example of this is Think about Tom's shoes, right? People who buy Tom's shoes certainly are people who are looking for a pair of shoes, but they're motivated to buy Tom's shoes for a specific reason, right, because they know that when they buy a pair of Tom's shoes at Tom's is donating a pair of shoes to someone in need in 1/3 World country, right? So they're motivated by a belief system of helping others and doing good. And so they buy into that. And that's what Tom's nose motivates their customers. So a lot of their messaging is directed at that type of belief system. The last thing you want to ask is, what are their pain points right? And this is probably the most important thing you want to think about. When you're looking at a target customer, what are the most challenged with? What problems are they looking to solve? If you know this, then you can create content that helps them solve their problems before they even decided to buy your goods or services. So you're building loyalty right away because you know exactly who they are. So when it comes to putting all of this together, answering these questions about your customer and smoke. But you may already know what you're essentially doing is building out a social media persona for your customer. Okay, so here's an example. Imagine that you are a C p. A and a financial planner, and you are targeting. You know, that a customer of yours that tends to buy your service or use you as their consultant is a middle aged woman, typically single living in an urban environment, typically renting an apartment or a house making a good, honest living at a office job. Or maybe she owns a small side hustle, right? And then her biggest pain point is that she's really looking to be an owner of a home, right? So she's really interested in how she can take her single income salary and save enough money to buy a home in the city that she lives in. So if you know all this information about her, you know that she's of a certain age a unmarried single woman. Um, living in this city, um, has is very career focused, but also wants to get serious about her finances to buy a home. This is all really good information. It's gonna start to tell you where she, uh, where she's active online and also what type of content would be most interesting for her? So take a few minutes and think about if you were to paint a picture of your target customer or you may have a couple different target customers, which is very possible. But if you were to paint a picture that person. How would you describe her or him or them? Take a few minutes and start to develop a target persona of your social media on? 5. Choosing Distribution Channels: Now that you know a lot more about your audience and you have a actual persona to think about, it's important to then know where they're most likely to be online because we don't want to be wasting our time targeting messaging on a platform that our target audience is an active on right. So in this module, we're gonna be going through some of the major social media channels, and I'm going to share with you the most likely customers to be on those social media channels. So get ready. I'm about to throw a lot of information at you, but try to take some notes and start identifying Maybe what channels resonate best with the audience that you're going after. So let's start with Facebook. Facebook is your biggest social media channel in terms of adoption. There's 1.9 billion monthly users on Facebook, and 83% of online women are active on Facebook. 75% of online men are active on Facebook, and the average age of a Facebook user is between the ages of 18 and 49. Although we see the largest demographic that's advancing their use of Facebook toe actually be in the Gen X and baby boomer generation. So while the average age is about 18 to 49 we do see some of the older generation really adopting their use of Facebook Twitter, our lovely twitter, a channel, a bit of a different user ship. So Twitter has 317 million monthly users, so still quite a bit of an adoption there. 22% of online men are using Twitter, as opposed to 15% of online women. So we do see that there's a bit more men using Twitter than women, not by much, but just a little bit. The average age of Twitter users are between the ages of 18 and 29 so slightly younger than Facebook. And to think that social media users Onley spend an average of 2.7 minutes of their time on Twitter's mobile app every day on. So a lot of Twitter users are using Twitter's mobile app, but they're not spending a ton of time on it. So think about people who are on the go who are checking their social media every so often , um, they're engaged, but only for a short period of time. is your average Twitter user. Let's look at Instagram. Instagram has 600 million monthly users. Instagram is arguably one of the most engaged social media audiences on the average engagement rate is sometimes four times that of other social media channels, so people who are on INSTAGRAM are very engaged on the platform. 38% of online women are active on Instagram, as opposed to 26% of online men under 35 makes up about 90% of Instagram's audience. So it is sort of the millennial channel, as some would say, and the other important thing about Instagram is that it's very global. So 75% of Instagram users are located outside of the U. S. So it's a very globally adopted channel now. Snapchat Snapchat has 300 million monthly users. I'm in. 18% of us social media users are on Snapchat. The biggest differentiator, a Snapchat is the age right. 71% of users are under 34. I'm so your average age of a Snapchat user is significantly younger than a lot of the other platforms. In fact, Snapchat users start using the platform, on average when they're about 13 to 15. So it really is that Gen Z user. Also, in terms of the men to women, break down. 70% of users are women, so a big portion of Snapchats user ship is limited. Lengthen, lengthen is differentiator is primarily it's a professional services platform, which is very different than all of the other social platforms. It's really the only of its kind. It has 260 million monthly users, 40% of users use it daily and 70% are located outside of us. So again, a very globally adopted channel, 56% of users are male, so it does have a bit more with slant to men users as opposed to women. Probably the biggest thing to think about with lengthen is that 40 million students and recent college graduates are on leaked in, and it's really making up the the biggest user adoption user ship over the last couple years. So Mawr. So more than ever, this generation of young people is active on LinkedIn, whereas it used to be a bit mount more of an older channel. So now brands and businesses are using lengthen to really attract a younger generation, which is really interesting to see YouTube. So YouTube has 1.9 billion monthly users, and 300,000 of those users are paying subscriber for YouTube premium. So it does have a pretty engaged user ship, and people are spending a lot of time on YouTube. 62% of YouTube users are men. I'm some again and a bit more of, ah male focus channel and also very global. 80% of YouTube users come out come from outside the U. S. The other things to think about are the way people use YouTube. So 30% of the 18 to 34 demographic or what we call binge watchers on YouTube. So they're spending a lot of time on the channel, kind of going into deep, dark holes of looking at content over and over again, spending, you know, upwards of an hour, two hours on on YouTube. So is a very engaged audience. And finally Pinterest. So Pinterest has 250 million monthly users, and as one could probably assume, 81% of Pinterest users are women, so women are heavy, a doctor's of Pinterest, Um and they are very engaged with the Pinterest platform. They're saving content, Teoh, watch or view later, they're sharing content with their friends. But you don't see a lot of men on Pinterest. It's also said that 30% of all social media users are Pinterest users and fun fact. 87% of Pinter's have purchased a product because of Pinterest. So Pinterest is sort of becoming a marketplace, if you will, where Social Media users actually go there to shop and browse product a supposed to just getting content or D i Y. Ideas. So that is a breakdown of a lot of the major social media platforms that you're probably considering for your business. Hopefully one or two, or maybe a bunch of those resonated with who your audience is and where they're most likely to be. So take a few moments. Write down some of the social media channels that make the most sense based on your target persona that you created in the last module 6. Creating Killer Social Content: So now that you know, hopefully a little bit more about your target audience and where they're most likely to be on social media now it's time to determine what are you gonna say to them, right? What type of content is going to be the most relevant and the most effective for your business on social media? So this is where a lot of the work and creativity, but also the fun part comes in, right? The number one thing you want to think about when creating what I call uh best in class content for social media is what content is my audience going to find the most valuable right? How am I going toe add value to my customers experience on social media? Why should they follow me in the first place? Why should they engage with my brand? It's likely going to be because of the content that I push out and therefore I need to add value to their experience. I like to think of social media content falling into six distinct buckets and these are the things that you want to keep in mind when you're creating content strategy for social. Okay, so the first content bucket to think about is educational content okay, content that is teaching them something. If you are a subject matter expert in a particular industry or in a given field, then you probably have a lot of expertise about that subject. So educating users on what you know a lot about is an example of educational content, and it usually plays very well on social media. It also adds a ton of value to your target customer. The second content bucket is support content, so this type of content is kind of speaking to that supporting your customer customer service type of the role of social media. So this type of content is answering your customers questions and helping them fix a problem. So how can you create content that is helping them answer their pain points or their challenges? The third Content bucket is inspirational content. So think about how brands really make you feel something right. I like to use the example of Dove. They've done a really great job of not just being a woman's hygienic brand but a women's empowerment brand, right? So women interact with received UBS content online, and it inspires them to embrace their curls, right? So how can you use what your mission and values are to inspire your customers with social media content? The fourth bucket is informative content. So at the end of the day, maybe social media is a way for you to broadcast relevant and important messages to your customer. So I use an example of a food truck with informative content. At the end of the day, the food truck just wants their customers to know where they're gonna be at lunchtime on any given day, Right? So they use their Twitter Channel to broadcast out messages of what's on the menu for today . And where are we gonna be located in this city? Okay. And that is not necessarily providing any educational content or inspirational content, but it is informative and its utility content that the customer needs to know. So informative content definitely serves a really good purpose. As a content bucket. The fit bucket of content is convincing content. Now, this is, uh, the content that is usually persuading your customer to do something. The best examples of these are usually tied to incentives. So if you're having a sale at your store or on your online marketplace, using content to convince your users that this is a good time to buy is it always is always good. I'm so having a bucket of content for sort of persuading to purchase, convincing type of of content is really, really useful. A swell The final bucket. The sixth bucket is entertaining content, So sometimes at the end of the day, you just want to create step that makes your audience laugh or feel some type of emotion. So a lot of social media content falls into this bucket because again of the creativity of creating social media content, eso a funny name or a pun of some sort, or Estili photograph the's air. All tactics in creating content to help entertain and delight your customer. And they definitely have a place in your content strategy. So likely yours content strategy on social media is going to fall into one or two, or maybe even three of these content buckets consistently. But when you're thinking about your content ideas, make sure that they fit in at least one. Don't think I didn't forget about filling out that social media strategy map worksheet as we're working through these different modules. We just went over content. And prior to that, we talked about finding your target audience and identifying the right distribution channel for that audience. So I wanted to show you an example of how to put that together in that third column of your social media strategy map, which is your how so Imagine we go back to that C p. A target persona, which is this middle aged single woman, right? Who's looking to buy a house? Eso If we know that that's who our target customer is then based on our distribution channels, what we know about them. She is most likely to be on a few channels, primarily Facebook, instagram and Pinterest, right? Those was probably where she lives. So as a social media marketer, I'm going to take that information. And no, I need to create content for those channels. I need to prioritize those channels and because her biggest pain point is she's looking to save money to buy a house. Then the content that I should create for her should probably fall into the content buckets of educational. So educating on her how to best save her money to buy a house or the different tactics or things you need to think about and buying your first home or inspirational, maybe providing some details of you know how to outfit your first home and some inspirational interior design tips. So some content ideas in that how buckets that I would put in my social media strategy map is, perhaps I would create educational videos on that. I would put on Instagram and Facebook directed at this a single middle aged woman with tips on first home buying. Okay on Ben. Perhaps I would leverage Pinterest to do interior design Mood board. It's for your first home. So those two creative tactics for content would apply best to my target audience and serve the channels that she's most likely to be on. So think about that when you're filling out that last column that how how are you going to tie all of this together Your target audience, the distribution channels and the content buckets that would be most relevant to them 7. Measuring Your Success: this module is all about measuring success and specifically measuring the success of your smart objectives that you set a few modules back. Right? So now you've created really great tactics that hopefully map to helping you achieve that objective you set. But now it's time to measure the success of that objective. Did you really do what? She We're trying to dio rid social media? The way that we pull those success metrics are through KP eyes or key performance indicators. These are things that we have to determine and set ahead of time so that after we've completed a campaign or pushed out a bunch of social media content, we know exactly what to measure to determine whether or not we achieved our goal. So I'm gonna use the example of the objective that I gave in module one, which is around downloads of that app. Right? So the goal sounded like this. 10% more downloads of our app from Facebook ads by Generation Z in the United States by January 2019. Remember how smart that objective sounded? Well, now we need to determine how will we measure the success of that objective and keep the eyes fall into two distinct categories quantitative and qualitative. Quantitative is our metrics that pull vault, right. So in the case of this smart, objective example, the quantitative KP eyes that we want to be paying attention to our the increase of downloads, right, that 10% increases what we're measuring. So we want to measure the increase of downloads over that period of time. We also want to look at the increase of referrals from Facebook ads over that period of time because that is the source in which we're measuring the success from right. So our quantitative KP eyes would be increasing downloads and increase in visits. Dia, Facebook. Qualitative KP eyes are treated a bit differently. They're basically qualifying the metrics that the quantitative KP eyes air picking up on. So in the case of our example, um, quantitative are picking up that volume where that increase in traffic or downloads and qualitative KP eyes are picking up on Well, how qualified was that traffic? So in this case, we're looking specifically for Gen Z individuals coming from the United States. So our qualitative KP eyes would then ask of those downloads that we received over that time period. How many of them were coming from Gen Z individuals located in the United States? And they would ask that same question to the volume of referrals via Facebook ads. So those qualitative KP eyes kind of ask the further in question of Yeah, it's great that we received this volume of downloads or this volume of visits, engagements, insert whatever quantitative metric is important to you, and then they drill it down to okay, But how valuable were those visits or those downloads or goes engagements? So the qualitative and the quantitative KP eyes will serve a really good purpose in measuring success of your smart objectives. So now what? I'd like you to dio is under that. What column? There is a small little area to write in your KP eyes. So take another look at that smart objective that you set and identify which measurements both qualitative and quantitative would you need to measure in order to determine the success of that goal 8. Amplifying and Optimizing: one of the best reasons to measure success or know how to measure your success is to determine if you're achieving your goal right. But the second best reason is to then determine whether or not you need to optimize or amplify whatever you're doing really well, I'm so if you find that your particular tactic is helping you achieve your goal, then the next step would be to learn how to optimize and amplify that tactic even more. The two main areas where amplifying and optimizing really comes into play is with paid media and influencer media or earned media. So the ways that you want Teoh address this or tackle this is take a piece of content that's performing really well and see how you can amplify it via paid media. So say those, uh, those videos about home ownership that we're doing on Facebook. It We find that two of the five videos that that we pushed out performed really well. I would want to take 0 50 maybe $200 boost those videos to my target audience on Facebook to get even mawr viewership from an audience that is likely to be pretty engaged with, Um, the reason that I'm taking videos that have already performed really well is because they have a proof of concept, right? So I already know that with my organic audience, those videos have performed well, so they're likely to perform really well when I get uneven, more targeted customer in front of that content. So that would be a paid media amplification example. Influencer media or earned media is the idea of amplifying your message via other people. Now this is a really effective tool because about 96% of people trust recommendations they hear from friends or online strangers more than from brands, right? So in an example like this, I may take those home owner tips that I that I talked about in my videos on by may get somebody else to actually implement those tips and share on their social media channels those tips that worked for them. So they're taking content that I've created using it and then telling their friends or their social media audiences about how valuable it was to them. This is a form of influencer advocacy type of content that really helps ample by your message to a whole new network of people. And most likely people that are are likely to care because it's their friend that they follow on social media, telling them this information as opposed to you, the brand telling them this information. So that's an example of taking that same content and amplifying at Via of People Channel or another person I'm in, giving it a earned media amplification, So that's amplifying your message. Optimizing your message is really just taking the learnings that you're seeing and and making those small changes as you go. So if you find that you're pushing out to videos and one is five minutes long and one is two minutes long and you see that there's more engagement Ah, with your two minute long video, then maybe you want to optimize your videos to be a bit shorter in the future. The same thing goes with tax store imagery that you use with your social media content. So when you're pushing out content, make sure to create a few variations of that content. Different images, different, uh, text copy and start testing and seeing, which seems to resonate best with your audience. When you see something doing really well, take note of what may perhaps being making it do really well and continue to do that. If you find that things aren't performing very well, then take some learnings from what is doing well and optimize those ill performing posts. So that's amplifying and optimizing its taking your content tactics to the next level on just yet another way for you to help your business get closer to those social media tickles that you set. 9. Putting It All Together & Farewell: Oh, you have officially created a social media strategy map in under 60 minutes. You were able to create a really strong foundation for your business as it relates to social media strategy. So I am very, very proud of you. The one thing I want to leave you with is to remember that just because you created the social media strategy now and it looks all beautiful and perfect and all of the boxes or where they're supposed to be, remember that social media is cyclical, right? It is constantly changing and evolving. And so, as social media marketers and as business owners, we need to evolve as well, so continue to measure over and over again. Always be looking to see if your tactics are truly measuring to your social media goals and most importantly, to your why as a business and look to see if those tactics are continuing. Teoh give you success over time if they're not continue to generate and implement new strategies as they become relevant. So social media is a cycle. It's constantly changing and social Week that being said, now that you have this foundation, I really encourage you to start figuring out the ways and tools you need to implement it. You're going to thank yourself greatly for creating a social media strategy. Before you do anything on social media. I'm very proud of you. Be sure to post your worksheet in Theis. Course. I'd love to check out how you did what your social media strategy mats look like. If you'd like to connect with me or follow me on on social media at at Miss MEREDITH Rose M s and e R E d I t h r S e I love to hear from you Hear what you liked about the cores. Maybe here what you didn't like, but also would love to just learn more about your social media strategy goals and what you're trying to accomplish as a business. Take care.