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March 26, 2014

53: How to Determine Objectives for Your Social Media Marketing Strategy

53: How to Determine Objectives for Your Social Media Marketing Strategy

Are you having a problem aligning business goals with your social media activities? Whether you are a large or small business, solopreneur, non-profit, NGO, or religious organization, here are some ideas to help you begin Maximizing Your Social.

 

Transcript

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welcome to maximize your social actionable advice on how your business can maximize your social media presence. Now the host of Maximize Your Social Social Media Author, speaker, consultant and founder of Maximize Social Business Neal Schaefer Everybody, this is Neil Schaefer and welcome to another exciting episode of Maximize Your Social coming today from the office here in Irvine, California Usually in all honesty, if you've ever seen me speak, I sort of like toe pace around and walk around. And even when I'm here recording my podcast, I'm always trying to move around and engage those invisible people that I can't see. But I know you're out there listening to me on this podcast, and unfortunately, some of you may know that I play in two different teams in adult soccer. Seven by seven soccer here in Irvine. So actually nursing A, I guess a stubbed toe pinkie toes. Someone actually stepped on it in the last game as I was trying to defend this, this big dude who how they put all his weight as his cleats stepped on my pinky toe, and I am hurting for that. So one of my feet has to be iced up right now as I step the toe in preparation for another game tonight. But you're not here to hear about my latest soccer injuries. You're here to learn about my latest social media strategies and how you can maximize your socials. Let's get on to the topic of today's show now. I'll also say I'm really excited that I'll be a social media marketing world this week. Hopefully, you'll hear this podcast before Social Media Marketing world. If you're gonna be in San Diego, please top of my shoulder. I love the shot with you. If not, follow the hashtag S m m w 14. I'll be speaking on Friday my own solo appearance on nine ways to differentiate yourself from the competition and social media and then hosting a Lincoln panel with the likes of Marriott Rewards Del am Cox Communications really excited about that? So with no further do you know, I always say at the end of a report, guest, Hey, if there's something you'd like me to cover, let me know. Tweet at me. Whatever you want to dio write a comment on iTunes Doesn't matter. I'm following it all, and it just so happens that someone who bought Maximize Your Social and was very, very happy with it. Seth Higgins, out of Ann Arbor, Michigan, actually reached out to me on Twitter, he first said, And this was just a little bit over a week ago. First, I really appreciate the social strategy framework you lay out and maximize your social, thank you, and then followed up with hate. Here's some topics that I have for your podcast and, you know, would you mind talking about them? And I love that challenge. It it keeps me in, you know, on top of my game, and it helps me better understand your needs. So, you know, I should say that Seth is a little bit unique. He does not do social media for business, but his a bio on Twitter and it's set hens. One word S E T h h i n Z says driving to equip church folks for Social Media Ministry. You know, social media, in churches and for religious institutions blogged about it a few years ago. It's obviously a very, very powerful thing that a lot of churches are tapping into, and therefore, when we talk about his first question which is building social strategies that aligned directly with business objectives. Now I don't care whether you're a for profit business, whether you are a non profit, whether your government organization or whether you are a religious organization. I think that when you build your social strategy, it hostile line with something that you want to achieve. So when I say business objectives, I said that in vour very broad sense and in fact, there recently talked at United Nations City during Social Media Week in Copenhagen, Denmark. And my topic was social media strategy for nonprofits and non government organizations. And part of what I was talking about there was for nonprofits just getting the word out. Getting brand awareness is not necessarily about fundraising, although ah, lot of nonprofits doing a fund raise, maybe getting political influence for the non government organizations. I did a case study with my marketing partner Come Foe, who have blogged about as well. They have a great Facebook page analytical tool that you should all get access to that K O M. As in Mary F. O. And they shared a case study with me about how they worked with the city of Copenhagen, the city of Copenhagen. They wanted to launch a Facebook page. They wanted to engage with citizens, and they wanted to get feedback about what they thought. And through the process of doing that, they gained a great number of fans. But as they were doing their surveys and asking citizens what they thought a few months after they started the page, they got an overwhelming positive response, right. These are business objectives or these air socially, the strategy objectives that don't necessarily touch the bottom line. I always talk about, you know, whenever I talk about socially the strategy and creating those business objectives of the very beginning, I start with the language of CEOs, right, the language of excel. It's either Maur sales or lesser expenses, and either those lead to greater profit. And indeed, there's a number of things you can do to help you achieve that. But, you know, taking a step back. It's also about intangibles, and there are a great number of companies, and I interviewed the vice president public relations for Ritz Carlton, and I'll be sharing heart of that interview in my social media marketing. What presentation? But she said look, we want to extend the conversation and have a CZ many, you know, positive, qualitative conversations with his many of our consumer fans as we can in social media and right there. That is a very, very measurable objective that keeps Ritz Carlton going. It keeps their social media program going. It is their flagship. It is the direction that they steered towards in everything they do in social media. So when I say creating a social strategy that aligns directly with your business objective, it's that objective and it really comes down to hate. You know? What are we trying to do as an organization? What What are we in business for? Why are we a nonprofit? What are we trying to do and what are the things that we do to help us achieve that? Why do we have an organization? Whether you're one person organization or a 10 person or 1000 person, go through each department, right? If you're a large enterprise, go through each department, try to understand your objectives for the year and see where social media may lend a helping hand. If you're a temperate and organization, what are the roles that everyone your 10 people play and is there a social media overlap and chances are there are. And if I was gonna put it even simpler, I think that social media and, you know, I've been talking a lot about social selling and employ advocacy recently. But obviously social media really started out as a form of outward communications. That's why you had public relations you have Marketing in corporate communications are usually the early adopters. So if you have those people in your organization, there's definitely a role that social media can play and that can help you determine one or a series of business objectives for using social for your social media strategy. But, you know, moving beyond that we've seen, obviously, as more and more consumers engaged cos we've seen social media for customer service come alive, do you have a customer service department? Is there a role that social complaint we've seen recruiters get involved and linked in provide a lot of, you know, HR departments with enterprise great software that helps them really data mine in fine talent on linked in. So we have social recruiting. If you're recruiting, there's obviously a role that social come play and then you know you have your sales people, business people. The Saudi ones are already using the dim and it's a matter of training. The rest of them learning best practices. A lot of this training I do for a lot of companies and really getting everybody involved in social selling. And then you have so many people in so many different organizations involved in your social media initiatives, and you also have just average employees that are already doing social. How do you get everyone involved for the company's benefit? And that's where you start looking at employees advocacy. So I hope that I've given you some ideas there. Every company has different business objectives. Every department has different objectives, different strategies for the year. But it really comes down to, you know, have a meeting. What are we trying to achieve this year? And it's very, very similar to how I consult with my clients, and I wrote about this and maximize your social of my whole framework really starts with bringing together all the internal stakeholders and say, Hey, what your problems, What are you trying to do? What's the corporate strategy? You know what keeps you up at night? What are your objectives for getting a bonus at the end of the year? There's a lot of different ways of asking the same questions, But start with those things that are most critical to your organization. For a lot of organizations, that's going to be increasing your sales, increasing donations, maybe for non profits. NGOs. It's increasing political influence, maybe for religious organizations. It's both engaging or increasing the engagement with your community and grow in your community. And with social media. You can actually grow your community globally. And, you know, I've heard of alliances of churches and come together, and they do, you know, use dream live casts and the whole bit. And there's obviously a lot of compelling ways that you could be using social media. So, Seth, I don't know if this directly answers your question. As I always say, Social Media's half science half art, I can teach you the science, but there's a certain application, or the applied part of it is something that's gonna be unique to your company, to your brand, to your situation, to your strategy, to your specific objectives for who you are and why you're business organization is in existence, so I can only go so far working on going that next mile. My presentation and social media market world is gonna be the first time where I share my research. Looking at what makes great companies and social media, what are the common attributes and what can every organization learn from them? So makes you follow the hot stock. I'm gonna talk about that in future podcasts as well. But for day, that's, you know, I like to keep this short and sweet, and hopefully that gave you a lot to think about is you determine your own business objectives for your social media strategy. Or if you already have a strategy and you're doing your monthly or quarterly checkup, it's time to do a reset button. And maybe you could be using social media a little bit differently. All right. Hey, Seth really appreciate you reaching out to me and anyone else you know, Twitter, Google, plus Facebook linked and even instagram. I'm everywhere. So if you want something, you have a question for me. Please ask me. And please I found out today Do not use the hashtag. Ask Neil, if you're gonna ask me something that was a trending topic and that was not because of Neil Schaefer. That was actually because of a, I believe, a Pittsburgh Penguins hockey player with the last name of Neil, not a big hockey fan, so can tell you the details. But anyway, at mention me direct message me. And once again, I really appreciate all your support, all your feedback. It's what keeps me going. It's what keeps my my content engine going. It's what gives it fuel. You know, wherever you are in the world today, make it a great day. We'll talk again soon. Bye bye. Thanks for listening. To maximize your social, we appreciate your iTunes subscriptions, ratings and comments. If you would like to appear on the show or recommend content, please contact Neil Schaffer at Neil at Maximize your social dot com. Thanks for listening and have a great day