This was part of my presentation to a Singapore-based client this morning on what our agency can do to help them reach out to to their target audiences via social media. After the presentation, while on my way back to the office, I was wondering if my proposal had been ‘too simple’. After writing this post, I realize social media marketing should be as simple as that, more so for a brand that is embarking on it for the first time.
I was basically advocating the use of Content Marketing via a blog for this client. The scope covers helping the client set up a blog, derive keywords used to search for their products, mapped out an editorial calendar based on what their target audience wants to read, allocate internal and external manpower to the managing & creation of these blog posts and finally integrate these blog posts into the various social media outlets that we will be creating such as a Facebook fanpage, LinkedIn Companies, YouTube Channel, Slideshare and Twitter.
The key was to use content that are 100% relevant to the target audience, share them via the blog and distribute them throughout various social media outlets. Cross-social media outlets integration will also be in place, for example, to distribute video content (yes, the client has lots of them!) via the blog, Facebook and Twitter. Presentation slides (yes, they have lots of them too!) that are on Slideshare is also shared via the blog, Facebook, Linkedin and Twitter. This concerted efforts will enabled the brand to be both search engine and social media optimized as well.
The final piece (at least for this proposal) was to work with the stakeholders and collectively identify the tracking metrics that can help them measure ‘results’ and ‘performance’. Once these are identified, our job is to make sure these metrics are tracked.
In a nutshell, jumping on the social media bandwagon doesn’t require a complex formula. I summarise them as:-
1) Know what your customers want to read (remember, it is not what you want to say, it is always about what they want to know/read) & create content (blog posts, case studies, videos, podcasts, etc) to ‘feed’ them
2) Be realistic about commitment – most of your existing people has their primary + many secondary roles to perform. A well-thought of editorial calendar with good implementation plan is key here.
3) Distribute the contents via various social media networks
4) Integrate various social media networks with each other so content can be shared.
5) Ensure expectations (a.k.a results) are in sync, from C-level to working -level. Tracking metrics are identified and trackers are implemented to ensure results are measured.
6) Be prepared to make changes along the way.
Of course, nothing stops you from speaking to us. ;o)
