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Social Media Strategy

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Ana Brambilla
Ana Brambilla

Passo a passo para a criação de uma operação para marcas em mídias sociais. anabrambilla@gmail.com

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Social Media Strategy Ana Brambilla October/2018 anabrambilla@gmail.com
Why must I have a strategy? To be professional! Social media is not your nephew’s stuff To avoid mistakes and indeed expanses. To don’t be frustrated... To can negotiate.
Strategy Steps 1. Diagnosis 2. Planning 3. Routine 4. Outcome analysis
1 Diagnosis >> Objective It’s a general report collecting many tools metrics and platforms landscapes. Own brands profiles Officials and unofficials Competitors Customers’ mentions
1 Diagnosis >> Heuristical It’s a “interview” that you do to the current profiles First, set your goals and then, write the heuristics An heuristic is like a “best practice” and the answer should be majority “YES”
Diagnosis >> Heuristical
Planning >> Goals definition Why is my brand in the social media? Branding - awareness Generate traffic Improve customer relationship Present a new product/brand Sale Fact-checking Research 2
2 Planning >> Goals definition What social platform is suitable to my goals? - Where your target is - It must to be suitable to your available effort - Its dynamic must to be fit to your goals
Planning >> Content Strategy Adopt an editorial calendar, but don’t be stuck in that! 2
Planning >> Identity What kind of identity will your brand assume in the SM? Promo / Institutional Character Corporate
Will you embrace some cause? Is it to be in touch with people?
2 Planning >> Relationship Policy How does your brand will react to comments? - Remember: you’re not in your website, but in a RELATIONSHIP platform. - If you just answer complaint, you will receive more and more complaint. - Everybody deserves a chance to prove that it’s not a trol. Answer once and follow the reaction.
2 Planning >> Relationship Policy A Policy will help you to don’t freak out with SO MUCH comments! - Prioritize what kind of interactions will be firstly answered. - Create a routine: how many hours each day will be dedicated to relationship? - In case you don’t know how to answer, who can help? - In case of crises, please, ask for help to another person. DON’T MANAGE YOUR OWN CRISIS!
3 Routine >> Flow of Publishing / Monitoring - How often will you post in each platform? - Keep your content calendar updated - Adopt some software to schedule posts
Routine >> Team - What time ranges will your profiles be active? - How many people will be necessary to cover all active hours? - Which will be their seniority level?
4 Outcome Analysis - What kind of reports will you produce? What metrics will you follow? - How often you will produce a report? - Who will collect the data and how? REPORTS! REPORTS! REPORTS!

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Social Media Strategy

  • 1. Social Media Strategy Ana Brambilla October/2018 anabrambilla@gmail.com
  • 2. Why must I have a strategy? To be professional! Social media is not your nephew’s stuff To avoid mistakes and indeed expanses. To don’t be frustrated... To can negotiate.
  • 3. Strategy Steps 1. Diagnosis 2. Planning 3. Routine 4. Outcome analysis
  • 4. 1 Diagnosis >> Objective It’s a general report collecting many tools metrics and platforms landscapes. Own brands profiles Officials and unofficials Competitors Customers’ mentions
  • 5. 1 Diagnosis >> Heuristical It’s a “interview” that you do to the current profiles First, set your goals and then, write the heuristics An heuristic is like a “best practice” and the answer should be majority “YES”
  • 7. Planning >> Goals definition Why is my brand in the social media? Branding - awareness Generate traffic Improve customer relationship Present a new product/brand Sale Fact-checking Research 2
  • 8. 2 Planning >> Goals definition What social platform is suitable to my goals? - Where your target is - It must to be suitable to your available effort - Its dynamic must to be fit to your goals
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  • 11. Planning >> Content Strategy Adopt an editorial calendar, but don’t be stuck in that! 2
  • 12. Planning >> Identity What kind of identity will your brand assume in the SM? Promo / Institutional Character Corporate
  • 13. Will you embrace some cause? Is it to be in touch with people?
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  • 17. 2 Planning >> Relationship Policy How does your brand will react to comments? - Remember: you’re not in your website, but in a RELATIONSHIP platform. - If you just answer complaint, you will receive more and more complaint. - Everybody deserves a chance to prove that it’s not a trol. Answer once and follow the reaction.
  • 18. 2 Planning >> Relationship Policy A Policy will help you to don’t freak out with SO MUCH comments! - Prioritize what kind of interactions will be firstly answered. - Create a routine: how many hours each day will be dedicated to relationship? - In case you don’t know how to answer, who can help? - In case of crises, please, ask for help to another person. DON’T MANAGE YOUR OWN CRISIS!
  • 19. 3 Routine >> Flow of Publishing / Monitoring - How often will you post in each platform? - Keep your content calendar updated - Adopt some software to schedule posts
  • 20. Routine >> Team - What time ranges will your profiles be active? - How many people will be necessary to cover all active hours? - Which will be their seniority level?
  • 21. 4 Outcome Analysis - What kind of reports will you produce? What metrics will you follow? - How often you will produce a report? - Who will collect the data and how? REPORTS! REPORTS! REPORTS!