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Developing a Social Media Strategy by Mind Map: Developing a Social Media Strategy
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Developing a Social Media Strategy

Why Social Media Matters

Generate qualified leads

Increase brand awareness

Strengthen your brand; build positive perception

Create thought-leadership within community and industry

Increase customer loyalty

The Challenges

"Where do we begin?"

"What is most important?"

"How do we find the time?"

"How do we stay on top of everything?"

Step 1: Your Objectives

Brand Awareness

Creating awareness amongst consumers who didn't know you existed.

Becoming a thought-leader in your community and industry.

Expanding your sphere-of-influence

Brand Affinity

Build positive perception within your community

Empower and retain your employees

Attract and recruit five-star job candidates

Customer Loyalty

Increase retention rate; decrease customer churn

Increase repeat purchases

Increase referrals from customers

Stay top-of-mind with customers

Customer service and support

Direct Sales

Increase total number of new leads

Increase direct sales

Step 2: Your Theme

What makes your business unique?

What are you known for? Whether you call it a "theme", "focus", "niche", or "identity", understand how you are different from your competitors!

Use social media to display how your company is unique. In time, this "theme" will resonate with your audience.

Your theme determines...

who participates on behalf of your company, Just your CEO? All of your employees?

who you interact with online, Your customers? Prospects? The press? Industry peers?

what type of content you create and share, Blogging? Photos? Video?

where you participate online, A blog? Facebook? LinkedIn? Twitter?

how you interact online, Professional? Light-hearted?

Step 3: Success Metrics

Key Performance Indicators (KPIs) are a predictor of success and ROI (not a guarantee)

KPIs will depend on your objective

Objective: Brand Awareness, KPI: Increase in number of media mentions each month, KPI: Increase in number of unique visitors to your website each month, KPI ex.: Number of new inbound links to your website

Objective: Customer Loyalty, KPI: Increase in number of 4 and 5 star reviews each month, KPI: Increase in the number of customers signing up for your loyalty program each month

Objective: Direct Sales, KPI: Increase in the number of times a coupon or special offer has been downloaded and redeemed, KPI: An increase in the number of page views of sales-oriented pages on your website (contact forms, etc)

Measure behaviors, instead of sometimes-meaningless numbers like "# of Twitter followers", "# of 'Likes'", etc.

Ex.: The number of visitors to your website who downloaded and then redeemed a coupon.