Social Media Strategy: Connecting the Social Media dots. A monthly educational series taught by Dorien Morin-van Dam Social Media Manager, Consultant and Trainer at More In Media. Available to the community as well as to HONMB members at a discounted fee, each month is a different class specific to a social media platform or topic.

1. Social Media
 Planning Strategy
 Connecting The Dots
©Dorien Morin-van Dam 1

2. Intro
WELCOME!
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3. Overview
Which Platforms?
(Local) Small
Businesses
We recommend:
Facebook Page
Twitter
LinkedIn
to start with.
©Dorien Morin-van Dam 3

4. Overview
For Artist & Musicians
consider adding:
YouTube
Pinterest
©Dorien Morin-van Dam 4

5. Overview
For Brick & Mortar Business
consider adding:
FourSquare
Google Places
Yelp
©Dorien Morin-van Dam 5

6. Overview
Before You Design Your
Social Media Strategy
5 things to consider…
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7. Overview
1. Social Media Is A Force
Multiplier
Instead of thinking in terms of new goals,
which a social media strategy would be
used to reach, think in terms of how
you can use social media, alongside
your other marketing efforts, to reach
your current business goals.
©Dorien Morin-van Dam 7

8. Overview
2. Never Let Tactics
Dictate Strategy
The Difference Between Strategy and Tactics
• Tactics are the day-to-day activities that are
repeatable and clear-cut, they are comprised of
the basic components that execute the actually
strategy. (Facebook, email, print advertising)
• Strategy is the big picture, it’s the overall
plan, comprised of tactics, that gives
direction towards meeting goals and
objectives.
©Dorien Morin-van Dam 8

9. Overview
3. Think Laterally
With social media you are able to influence the
conversation, the lateral communication that is
happening between people in different social
channels. So, when designing your strategy
always think in terms of how you can get
people to talk in a positive manner about
your business.
©Dorien Morin-van Dam 9

10. Overview
4. Connect With Social Projects
You do this by becoming part of the
community, a contributor that adds
to the overall enjoyment of the social
project. If you live in a college town,
maybe it’s the local football team, live in a
family friendly city, maybe it’s education, it
could even be a local charity or fishing, the
ideas really are limitless.
©Dorien Morin-van Dam 10

11. Overview
5. Don’t Go At It Alone
The Strategic Response Team should be
comprised of at least one person from each
department in your organization, including office
staff. The reasons are plenty, but the most
important reason is creativity. The creativity of
the group will always be better than the
creativity of the individual.
©Dorien Morin-van Dam 11

12. Strategy
Planning Strategy
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13. Strategy
Before You Plan
You Need to Know These 3
Things
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14. Strategy
#1 Everyone Must Work
Together
‘Until you start collaborating internally as a
team, you will not succeed in social media’
*Marketing, IT, Sales, Employees etc.
©Dorien Morin-van Dam 14

15. Strategy
#2 Top Management Must
Be On Board
‘Social media integration is bound to meet
huge resistance until top management says
it’s OK to spend time and money to integrate
it into the company’s marketing and culture.’
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16. Strategy
#3 Don’t Expect Overnight
Success
‘Smart companies look at the long-term. Once
you have created the social media
community, listen to it and work to serve its
needs. Doing so will help build customer trust
and loyalty.’
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17. Strategy
Start with Goals
More Sales
More Clients
More Business
More $$$
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18. Strategy
Example of a Strategy
 MORE ENGAGEMENT 
on your Fan Page
©Dorien Morin-van Dam 18

19. Strategy
Example of a Strategy
 DRIVE TRAFFIC 
to your website
©Dorien Morin-van Dam 19

20. Strategy
Planning
 Social Media Audit
 Content Development
 Social Media
Strategic Plan
 Tie in with Business
Plan
ALL are needed to succeed.
©Dorien Morin-van Dam 20

21. Self Audit
http://moreinmedia.com
/social-media-self-audit-template/
©Dorien Morin-van Dam 21

22. Strategy
CONTENT
DEVELOPMENT
What do I want to say on
Facebook
Twitter
LinkedIn
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23. Strategy
Content Focus
 Who is your target
audience?
 Which key words
should you use?
 What do you want to
be known for?
©Dorien Morin-van Dam 23

24. Strategy
Content Planning
Why do I need
different content on
each platform?
 Variety
 Media Functions
 Audience
©Dorien Morin-van Dam 24

25. Strategy
Benefits of Planning
Get more Done/Time Saver
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26. Strategy
Benefits of Planning
Defined plan to follow.
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27. Strategy
Benefits of Planning
No duplicate posts/actions.
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28. Strategy
Benefits of Planning
Easy to delegate tasks.
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29. Strategy
Benefits of Planning
(Better) Analysis
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30. Strategy
Benefits of Planning
Monitoring
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31. Strategy
Content
Optimization
Goals & Objectives 
Planning 
Execution 
Analysis & Monitoring 
Adjusting
©Dorien Morin-van Dam 31

32. Strategy
Social Media Audit
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33. Execution
Execution
Doing it!
Make a PLAN
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34. Execution
Social Media Connecting
Convert current mailing
list and current
customers to on-line
friends and fans
©Dorien Morin-van Dam 34

35. Execution
Social Media Networking
Develop new on-line
contacts through
LinkedIn, Facebook &
Twitter and by joining
LinkedIn and
Facebook Groups.
©Dorien Morin-van Dam 35

36. Execution
Social Media Fame
Add value by writing a blog in your ‘niche’
and linking to all your social media
platforms
©Dorien Morin-van Dam 36

37. Execution
SEO
Search Engine Optimization
“Do You Want
To Be Found?”
©Dorien Morin-van Dam 37

38. Execution
Use Key Words
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39. Execution
Use Your Profiles
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40. Execution
Like-Share-Post
Best advice ever
Clicking ‘like’ is free.
Posting is free.
Sharing is free.
©Dorien Morin-van Dam 40

41. Execution
Like-Share-Post
 Share posts of those you respect, like, or
want to connect with.
 Click ‘like’ when you read a post and it
makes you laugh, cry, excited, etc.
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42. Execution
Conclusion
Options Available To Small Business
Owners:
DIY
Investment:
Time, To Learn Social Media Marketing
Time, To Execute Social Media Strategy
Minimal $
©Dorien Morin-van Dam 42

43. Conclusion
Options Available To Small Business
Owners:
Outsourcing
Investment:
 Consulting Fees $$
 Project Fees $$$
 Management Fees $$$$
©Dorien Morin-van Dam 43

44. Execution
Resource for
Social Media Updates
www.MoreInMedia.com
www.honmb.com
©Dorien Morin-van Dam 44