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Introduction to social media strategy

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Mohammad Hijazi
Mohammad Hijazi

A quick introduction on the main aspects of creating a social media strategy for your brand. A version of this presentation was conducted as part of the Startups Without Borders 2020 Summit. You can watch the session here: https://www.youtube.com/watch?v=dBvTK5yKWWo&t=693s

Marketing
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INTRODUCTION TO SOCIAL MEDIA STRATEGY Mohammad Hijazi mohammadhijazi.com
ABOUT ME MOHAMMAD HIJAZI • International Communications Consultant & Trainer • More than 120 clients in 20+ countries • More than 100 events managed • More than 25,000 leaders trained mohammadhijazi.com
A social media strategy is a plan of how to maximize engagement and interactions across social media to achieve a company’s objective. These objectives may be to generate leads, improve brand awareness or create a viral effect. DEFINITION mohammadhijazi.com
MAP YOUR ASSETS People & Time Who will be responsible? Tools What tools do you have or want to use? Budget How much can you afford to spend? Content What content do you have/want to create? mohammadhijazi.com
DEFINE YOUR GOALS SALES Create first-time customers LEADS Calls, contact form submissions, email subscribers MARKETING Improve your relationship with customers & prospects LOYALTY Increase retention and repeat sales, improve customer service HR Attract and retain quality employees mohammadhijazi.com
1 SPECIFIC Who, what, when, where, which and why? 2 MEASURABLE What metrics are you going to use to determine if you meet the goal? 3 ASSIGNABLE Who is responsible for achieving this goal? 4 REALISTIC Does the goal makes sense with the broader business goals? 5 TIME-BOUND What is the target date for deliverables? SMART GOALS mohammadhijazi.com
SMART GOALS Increase followers I will increase engagement by 30% on Facebook by March 31 assignable measurable specific time-bound mohammadhijazi.com
AIDAR MODEL • Awareness A • Interest I • Desire D • Action A • Retention R mohammadhijazi.com
Who is your audience? mohammadhijazi.com
A marketing persona is a composite sketch of a key segment of your audience. For content marketing purposes, you need personas to help you deliver content that will be most relevant and useful to your audience. PERSONAS mohammadhijazi.com
PERSONAS NAME JOB TITLE • Where they work • Details about their role DEMOGRAPHICS • Age • Gender • Salary • Location • Education • Family • Hobbies GOALS AND CHALLENGES • Values and fears • How can JCI relate to them? MARKETING MESSAGE • Elevator pitch MARKETING PLATFORMS • Traditional (TV, Radio, Print) • Social (Facebook, Instagram, Pinterest, Twitter, Snapchat) •Digital (Website, Email) •Outdoor (Posters, Billboards) SOCIAL BEHAVIOR • Information seeker • Fan • Influencer • Detractor mohammadhijazi.com
CHOOSE YOUR CHANNELS mohammadhijazi.com
Your company’s voice is the uniformity in selection of words, the attitude and values of the company while addressing the target audience or others. It is how your company conveys its brand personality to its audience. Your company’s voice is its personality described in an adjective. VOICE mohammadhijazi.com
Tone What is the general vibe of your brand? Character Who does your brand sound like? If you picture your brand as a person, here is where you can flesh out this identity with specific attributes that fit who you want to sound like online. Language What kind of words do you use in your social media conversations? Purpose What is your main marketing purpose? Your Company’s Brand Voice VOICE mohammadhijazi.com
Tone Character Language Purpose Your Company’s Brand Voice VOICE Friendly Playful Warm Authoritative Inspiring Professional Personal Honest Humble Direct Clinical Scientific Complex Simple Savvy Jargon-filled Insider Fun Serious Whimsical Engage Entertain Educate Delight Inform Sell Enable Amplify mohammadhijazi.com
WRITING TEMPLATE ● Content type: What are you writing? ● Reader: Who are you talking to in this scenario? ● Reader feelings: What’s the reader feeling when they are in this tone scenario? ● Your tone should be: Use adjectives that describe how you should sound in this scenario. ● Write like this: Give a brief example of how the writing should sound. ● Content type: Tweets ● Reader: Potential customers, marketing professionals ● Reader feelings: Eager and engaged to find interesting content and information ● Your tone should be: Helpful, informative, clear, approachable ● Write like this: “Did You Know: The 8- hour workday was invented to help people work less? We have the story here.” mohammadhijazi.com
CONTENT Venus WHAT IS THE FREQUENCY OF POSTING? WHAT IS THE BEST TIME TO POST? WHAT TYPES OF CONTENT TO POST? mohammadhijazi.com
MON TUE WED THU FRI SAT SUN 01 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 20 21 22 23 24 25 26 27 28 29 30 CALENDAR mohammadhijazi.com
KEY PERFORMANCE INDICATORS ❑ Audience Growth Rate ❑ Post Reach ❑ Applause Rate ❑ Average Engagement Rate ❑ Amplification Rate ❑ Virality Rate ❑ Conversion Rate ❑ Click-Through Rate (CTR) ❑ Cost Per Click (CPC) ❑ Cost Per Thousand Impressions (CPM) mohammadhijazi.com
MONITORING What are your costumers saying about you? Where are they saying it? How will you respond to them? mohammadhijazi.com
SUMMARY MAP YOUR ASSETS 1 KNOW YOUR AUDIENCE DEFINE YOUR GOALS SET YOUR VOICE DEVELOP YOUR CONTENT TRACK & MONITOR 2 3 4 5 6 mohammadhijazi.com
THANKS! Do you have any questions? hello@mohammadhijazi.com mohammadhijazi.com mohammadhijazi.com

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Introduction to social media strategy

  • 2. ABOUT ME MOHAMMAD HIJAZI • International Communications Consultant & Trainer • More than 120 clients in 20+ countries • More than 100 events managed • More than 25,000 leaders trained mohammadhijazi.com
  • 3. A social media strategy is a plan of how to maximize engagement and interactions across social media to achieve a company’s objective. These objectives may be to generate leads, improve brand awareness or create a viral effect. DEFINITION mohammadhijazi.com
  • 4. MAP YOUR ASSETS People & Time Who will be responsible? Tools What tools do you have or want to use? Budget How much can you afford to spend? Content What content do you have/want to create? mohammadhijazi.com
  • 5. DEFINE YOUR GOALS SALES Create first-time customers LEADS Calls, contact form submissions, email subscribers MARKETING Improve your relationship with customers & prospects LOYALTY Increase retention and repeat sales, improve customer service HR Attract and retain quality employees mohammadhijazi.com
  • 6. 1 SPECIFIC Who, what, when, where, which and why? 2 MEASURABLE What metrics are you going to use to determine if you meet the goal? 3 ASSIGNABLE Who is responsible for achieving this goal? 4 REALISTIC Does the goal makes sense with the broader business goals? 5 TIME-BOUND What is the target date for deliverables? SMART GOALS mohammadhijazi.com
  • 7. SMART GOALS Increase followers I will increase engagement by 30% on Facebook by March 31 assignable measurable specific time-bound mohammadhijazi.com
  • 8. AIDAR MODEL • Awareness A • Interest I • Desire D • Action A • Retention R mohammadhijazi.com
  • 10. A marketing persona is a composite sketch of a key segment of your audience. For content marketing purposes, you need personas to help you deliver content that will be most relevant and useful to your audience. PERSONAS mohammadhijazi.com
  • 11. PERSONAS NAME JOB TITLE • Where they work • Details about their role DEMOGRAPHICS • Age • Gender • Salary • Location • Education • Family • Hobbies GOALS AND CHALLENGES • Values and fears • How can JCI relate to them? MARKETING MESSAGE • Elevator pitch MARKETING PLATFORMS • Traditional (TV, Radio, Print) • Social (Facebook, Instagram, Pinterest, Twitter, Snapchat) •Digital (Website, Email) •Outdoor (Posters, Billboards) SOCIAL BEHAVIOR • Information seeker • Fan • Influencer • Detractor mohammadhijazi.com
  • 13. Your company’s voice is the uniformity in selection of words, the attitude and values of the company while addressing the target audience or others. It is how your company conveys its brand personality to its audience. Your company’s voice is its personality described in an adjective. VOICE mohammadhijazi.com
  • 14. Tone What is the general vibe of your brand? Character Who does your brand sound like? If you picture your brand as a person, here is where you can flesh out this identity with specific attributes that fit who you want to sound like online. Language What kind of words do you use in your social media conversations? Purpose What is your main marketing purpose? Your Company’s Brand Voice VOICE mohammadhijazi.com
  • 15. Tone Character Language Purpose Your Company’s Brand Voice VOICE Friendly Playful Warm Authoritative Inspiring Professional Personal Honest Humble Direct Clinical Scientific Complex Simple Savvy Jargon-filled Insider Fun Serious Whimsical Engage Entertain Educate Delight Inform Sell Enable Amplify mohammadhijazi.com
  • 16. WRITING TEMPLATE ● Content type: What are you writing? ● Reader: Who are you talking to in this scenario? ● Reader feelings: What’s the reader feeling when they are in this tone scenario? ● Your tone should be: Use adjectives that describe how you should sound in this scenario. ● Write like this: Give a brief example of how the writing should sound. ● Content type: Tweets ● Reader: Potential customers, marketing professionals ● Reader feelings: Eager and engaged to find interesting content and information ● Your tone should be: Helpful, informative, clear, approachable ● Write like this: “Did You Know: The 8- hour workday was invented to help people work less? We have the story here.” mohammadhijazi.com
  • 17. CONTENT Venus WHAT IS THE FREQUENCY OF POSTING? WHAT IS THE BEST TIME TO POST? WHAT TYPES OF CONTENT TO POST? mohammadhijazi.com
  • 18. MON TUE WED THU FRI SAT SUN 01 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 20 21 22 23 24 25 26 27 28 29 30 CALENDAR mohammadhijazi.com
  • 19. KEY PERFORMANCE INDICATORS ❑ Audience Growth Rate ❑ Post Reach ❑ Applause Rate ❑ Average Engagement Rate ❑ Amplification Rate ❑ Virality Rate ❑ Conversion Rate ❑ Click-Through Rate (CTR) ❑ Cost Per Click (CPC) ❑ Cost Per Thousand Impressions (CPM) mohammadhijazi.com
  • 20. MONITORING What are your costumers saying about you? Where are they saying it? How will you respond to them? mohammadhijazi.com
  • 21. SUMMARY MAP YOUR ASSETS 1 KNOW YOUR AUDIENCE DEFINE YOUR GOALS SET YOUR VOICE DEVELOP YOUR CONTENT TRACK & MONITOR 2 3 4 5 6 mohammadhijazi.com
  • 22. THANKS! Do you have any questions? hello@mohammadhijazi.com mohammadhijazi.com mohammadhijazi.com