Source: Hootsuite and We Are Social, Digital 2020. Where are you going share? Strong CMOs will use intelligence gathered by social media teams to help the organization adapt to new buyer beliefs and new ways of doing commerce, and lead the organization to a new path to growth that requires balancing the twin demands of building a better business and a better world. Speaking at the Festival of Marketing recently, Professor Scott Galloway urged CMOs to become chief intelligence officers, highlighting the fact that CMOs are usually gone within two years if they fail to immediately establish credibility. Tate’s social media are expanding, with more voices, more followers and more content. To build on the value of these relationships, the Group set out to design a strategy that would create a more nuanced understanding of customers at each stage of their journey—leading to new insights and opportunities to engage more effectively with customers before, during, and after their stay. 70% of internet users aged 55-64 have bought something online in the past month. Is marketing on social media still relevant? Feel free to leave any thoughts in the comments. It’d be great to hear your thoughts and experience on the topic, too! What is your brand’s overall purpose? What is the workflow from content creation to publication? 18. Who should set up and maintain my company’s social media accounts? 6. goals. Are yo… 2. So far, I haven’t had much luck. Interest in makeup had faded rapidly, but the insights revealed a new opportunity: people were focusing more on their self care routines while in lockdown. Typeform surveys and Followerwonk analyses are a couple of my favorites. creating a truly purpose-driven organization. If you asked quiz-takers to share their biggest marketing challenge, you’ll know what type of content they need to overcome that challenge. 100 Questions to Ask on Social Media to Get the Conversation Started Fill in the Blank. Doing so can increase brand visibility, create new leads and much more. Elemente aus Werbung, Puplic Relation, sowie Vertrieb und Verkauf werden miteinander verbunden, die vielen Kanäle für eine Marketingkampagne zu nutzen, um potenzielle Kunden auf eine Marke oder Produkt aufmerksam … One of my favorite underrated factors of a good social media strategy is voice and tone. There’s a great image from Samuel Hulick at User Onboarding that shows how to frame the big-picture questions like brand purpose. Forrester predicts that spending on loyalty and retention marketing will increase by 30% in 2021 as CMOs assert control over the full customer lifecycle. Sample Social Media Strategic Plan This plan includes the tactical objectives to be used to accomplish the primary social media goals identified by McNelley Media on behalf of [Company Name]. And leading organizations have been using live streaming, short-form video, social commerce features, and peer-to-peer selling to reinvent the customer experience with social at the core. The first step to creating a winning strategy is to establish your objectives and goals. Organizations have been left scrambling to adapt their online presence to fill the void. The second is setting specific goals to support the mission and purpose that you’ve defined. If you have reached this phase, you probably have a blog, participation from subject matter experts, a social media presence, and reporting. We’ve found a lot of value in benchmarking our social media stats so we can compare the performance of our posts. If CMOs aren’t actively working toward creating a truly purpose-driven organization, they can’t expect their marketing and social teams to create the veneer of purpose on social media. Fundamental Questions to Ask Yourself While Creating a Social Media Strategy. What type of content best supports your content marketing mission? To help you create your strategy, I have made a simple social media marketing strategy template. An increase in customer satisfaction. Get instant feedback 5. Why have you joined social media? While traditional TV advertising is still one of the most effective ways of reaching this demographic, cord-cutting reached historic highs in 2020. Our 2021 Social Trends report—based on a survey of over 11,100 marketers and in-depth interviews with top experts at agencies, brands, and social platforms—uncovered strategies and tactics that are setting top organizations apart on social. they create these conversations through platforms like twitter and facebook. Image sources: The Noun Project, Blurgrounds, Unsplash, User Onboarding, Innovators Toolkit, Moz. But is your social strategy up to the task? Based on user count alone, Facebook continues to be the most popular social media platform. These Big Important questions—capital “B,” capital “I”—can help point you down the best path with your social media efforts and ensure that the time you spend is aimed at the right places and toward your top goals. What are the main topics, categories or messages that support your brand? Source: Hootsuite 2021 Social Trends Survey. How will you know you’ve achieved it? With fewer events, tighter budgets, and changing customer demand, CMOs are looking to their social media programs to deliver more than ever. My all-time favorite movie is _____. We’ve also created one for our Buffer voice and tone as well. As of April 2020, a total of 3.81 billion people around the world use social media, putting the worldwide social media penetration rate at 49%. Whatever the case, knowing answers to these social media questions will put you in a better position to run your campaign, improve your fan base, and convert your followers into leads. Asking questions is a great way to spark conversation, make people feel involved, create a sense of community and thus increase social media engagement. How often should I post new content on my social networks? 16. Related jobs to be done, which customers want to accomplish in conjunction with the main jobs to be done. But the crises of 2020 have underscored the importance of using social listening as an intelligence tool, giving organizations the real-time insights they need to be agile and adaptable in a world moving at warp speed. Helpful resources: The Ideal Frequency for Social Media Updates, A Day in the Life of a Social Media Manager. integrate social media within the new Young Tate website; work more closely with the Learning teams across Tate to promote learning resources and opportunities. Measuring ROI is a much-debated topic. Having answers to these questions ahead of time will help you follow up with your strategy and see what works. What emotions do you hope to convey through your brand’s visuals and messaging? For instance, Brain Pickings on Facebook is doing amazing things with its fan growth and post engagement. Who is your target audience? 14. I’d love to chat more there. Social media hit historical highs in the CMO budget this year. Buy this product. Your social media strategy should include at every turn a link back to your website, blog or wherever you want people to go to to get more information, to fill out a form or subscribe to an email, RSS feed, etc. The final important question to answer before you start is, “Who is going to manage and your social media strategy day-to-day?” Many skills are required to successfully use social media to build a business. A post shared by Pierre & Vacances (@pierreetvacances). What is your purpose on social media? What is your brand’s objective? What problems can you help them solve? Where does social media fit within your funnel? Without goals, you have no way to measure success and return on investment (ROI). Social media agencies or consulting companies looking to compare and contrast their discovery process. In this sense it becomes a macro-micro approach: The macro, big ideas tie directly to the micro, smaller implementations. Here’s one exercise that they recommend. A JTBD is not a product, service, or a specific solution; it’s the higher purpose for which customers buy products, services, and solutions. Helpful resources: The Complete Beginner’s Guide to Benchmarking, Which Stats Matter on Social Media. Hootsuite’s Social Maturity Assessment is a benchmark of over 1,000 enterprise organizations in 12 industries and covers every aspect of how organizations use social to create business value, including attribution practices, use of social data in customer journey mapping, integration of social data into CRM systems, employee advocacy, paid media and influencer strategies, and workforce education programs. When you’re considering the resources you have available, it’s good to think about not only the time, energy, and manpower that you’ll need to commit to sharing on social media but also to think about the expertise that you or others might have. Once you’ve got a good grasp on your audience’s make-up, you can then find which social networks these segments hang out on, and you can think about how your product or service fits with your audience’s needs. The first is thinking big-picture with the goals Increase awareness of Tate’s key strategic messages. In other cases, the goals can be far more specific — boosting sales, geographic expansion, increasing real-time brand engagement, or generating quality sales leads. 12. With fewer events, tighter budgets, and changing customer demand, CMOs are looking to their social media programs to deliver more than ever. After all, social media marketing takes time, resources and strategy to be 24. My all-time favorite Christmas movie is _____. 22. People love sharing their experiences and asking questions makes it easy for them to come forth and share what they think. The words you use and the emotions you convey have a huge impact on your audience and the way your brand is perceived. 11. The shift toward purpose-driven, socially responsible capitalism that had begun well before 2020 was certainly sped up by the events of the past year. The strategy was a resounding success, with social ads quickly becoming one of the key media investments for the Clarins brand. Pierre & Vacances Center Parcs Group has seen measurable and impressive business results from their efforts, with a 150% year-over-year increase in web traffic from social networks generating more than 62,000 leads. If you want to have a successful business, it’s important to learn how to leverage your social media profiles. What events matter to them and their lives? 1. Brands that regularly gather intelligence from social listening are able to quickly pivot their offerings to adapt to changing customer needs. With more than 275 holiday destinations, the Group is a leader in the fiercely competitive European tourism sector with a loyal community of highly engaged fans on social media. In the case of startups and niche products, your social media marketing strategy may begin with the need to test ideas, create awareness and build anticipation for new products and services. Internal marketers who are looking to build better social media programs from within. What do you or your company aim to achieve with social media? 15. These innovative experiences are helping organizations drive ROI, boost loyalty, and stand out in a rising sea of online advertisers trying to win wallets in a retracting economy. This list of social media questions (and answers) is handy if you are planning to start a social media marketing campaign in the near future or already running one for some time now. Step one with this section is to think deeply about your audience. The first is thinking big-picture with the goals you set, planning out a mission for why you’re on social media. © 2021 Hootsuite Inc. All Rights Reserved. Social Media Explorer calls this section “Choosing your Hot Buttons.” I like that! I’m hoping that once… How would you describe your company culture? For ROI itself, there are many great ways to consider how engagement on social media relates directly to sales, and often, these conversations refer to where social media fits in in the funnel, your customer’s journey. Other social profiles—for personal brands, for instance—might go off of an intuition about the makeup of their audience. The measurement stage is a big one, and no less important than the others even though it often comes last. How many people are on social media? “People Don’t Buy Products, They Buy Better Versions of Themselves”, How to find a voice and tone for social media sharing, How to plan content for the week/month ahead, The Ideal Frequency for Social Media Updates, A Day in the Life of a Social Media Manager, The Complete Beginner’s Guide to Benchmarking, Social Media Customer Engage with existing customers 3. 3. Data integration leads to higher levels of confidence in the ROI of social media because it gives marketers a clearer view of who they’re talking to on social and how that top-line engagement is paying off. To attract and engage social-media fans and followers -- and ideally convert them into customers -- you'll need to carefully map out a clear, effective social-media strategy. 2. Think benefits, not features. So, while the shift to driving quick customer acquisition through short-term tactics is understandable (and in some cases, very necessary), CMOs need to be building for the future. To complete an assessment of your own organization’s social maturity, start here. What’s the biggest barrier to your success on social media? For my master’s class, I’m still working on the social media strategy project. Before you start setting up social media profiles it's important that you work out your goals and objectives and how social media can help you achieve them. Fill out this form. Main jobs to be done, which describe the task that customers want to achieve. One of the simplest ways to create your social media marketing strategy is to ask yourself the 5Ws: Why do you want to be on social media? 3. Stay tuned for the next five questions to ask when developing your company’s social media strategy and if you haven’t gotten started on your social media presence, here’s a link to Facebook for Business. A few great examples are the tone guides for MailChimp and Mozilla. Click this ad. Example Social Media Goals 1. 1. These efforts came off looking especially inadequate when viewed in the context of brands like Patagonia or Ben & Jerry’s, who have been doing this work for decades and have the track record to prove it. Sarah Dawley December 9, 2020. The problem is that online experiences tend to be very transactional and task-oriented. 20. When your social media quiz is done right, your email marketing list will grow. 4. Helpful resources: How to find a voice and tone for social media sharing. Service. Think about not only what your product or service is, but also the ultimate effect it has on your customer. What is the customer journey from search to purchase? The (understandable) desire to respond to public pressure and participate in important cultural conversations ended up manifesting in knee-jerk reactions, many of which were quickly called out as hypocritical. You must understand an industry fully before representing them online. Even five years after the public launch of Facebook, marketers were still wondering if they should include the Facebook 'fad' in their marketing strategy. Whether you’re starting a social media marketing plan from scratch or redefining an existing social media strategy, we’ve found that taking a moment to reflect on some key questions can be a really valuable exercise. Not only will you know about your client, but how to beat their competition as well. All Customer Journey Customer Loyalty Customer Strategy Omnichannel Personalization Voice of Customer 7 Customer Experience Strategies to Reduce Churn Rate 5 Predictions: How Customer Experience Will Change in 2021 These 25 questions are some of the ones that have helped me define social media strategies in the past. Here’s a great funnel diagram from the Moz blog. A post shared by Ben & Jerry's (@benandjerrys). Purpose: to make money/to stay in business 2. We’ve built a full stack of social media tools to help modern brands grow their awareness, engagement, and sales. When are you going share? How will you measure ROI and define success with your social media strategy? 66% of marketers say social listening has increased in value for their organization over the past 12 months. Increased time with social media, digital video, gaming, and mobile payments have yielded new forms of digital literacy and habits set to outlast the pandemic. Choose social media marketing goals that align to business objectives Set S.M.A.R.T. 5. In fact there’s a similar curve among SMBs, midsized, and enterprise organizations—the majority are somewhat confident in their ability to quantify ROI, around 20% are very confident, and the top 10% are extremely confident. Social media marketing wasn't always taken seriously. When she doesn’t have her nose buried in a book, she’s in a creative brainstorm, working on content strategy, or debating whether it’s too early to eat lunch. To understand whether you are using it right you need to understand whyyou should be using it. 11. Sarah is the Manager of Content at Hootsuite. Instead of targeting baby boomers by age alone, target them by passions and hobbies and you’ll be more likely to attract a cross-generational audience, which can lead to new revenue opportunities. And according to The CMO Survey, the contribution of social media to company performance increased 24% from February to June this year, reflecting the first major increase in the history of the survey. The best place to enjoy New Year’s Eve is _____. However, a poorly constructed campaign strategy can do more harm than good. But this isn’t something you can fake or simply mimic on social media—and this is where a lot of brands stumbled in 2020. heights. 1. So, let’s take a closer look at some of the best social media marketing examples to fuel your 2021 social media strategy. What topics and sources of information are most important to them? These are social media questions to ask to understand the industry that you’re going to be a part of. Distilled put together a great guide on coming up with the voice and tone for your brand. 5 Social Media Strategy Questions Every CMO Needs to Answer in 2021 With fewer events, tighter budgets, and changing customer demand, CMOs are looking to their social media … 25. These questions can help you determine what topics you cover on social media as well as what type of media you end up posting (text updates, links, quotes, photos, videos, etc.). One way to consider the fit is with the Jobs-To-Be-Done concept. How does social media fit into your growth plan? I’ve found that these questions often take you down a couple of parallel paths. Social media is any website or app that is run by user-generated content and participation. There’re also several helpful market research tools that can help with audience insights. 7. By the end of the quarter, social ads drove 30,000 website visits, with a low cost per click and click-through rates well exceeding their benchmarks. Now more than ever, CMOs must be the voice of the customer in the C suite, helping other executives feel the force of these cultural and customer changes that frontline social teams experience every day. 3. Social Media Marketing Questions… Does my business need to be on social media? With consumers facing growing economic uncertainty, the team decided to focus on highlighting deals on existing skincare offers that would appeal to cash-strapped customers. Helpful resources: How to plan content for the week/month ahead. One way to approach the micro goal-setting is a method called SMART, which seeks to create goals that are, Helpful resources: “People Don’t Buy Products, They Buy Better Versions of Themselves”. For the types of media, Jason DeMers at Search Engine Land shared a useful break down of ways to look at the emphases of different social networks, including images, video, etc. While Facebook remains key to reaching this demographic, boomers are also embracing newer platforms as well. However, it’s interesting to note what has slid further down the list. It’s possible that there may be a learning curve to get going with social and that this could impact the time it takes to get started and the time it takes to continue. Helpful resources: How to choose your social networks, Market research tools. No intro, take me straight to the social media manager interview questions. With fewer events, tighter budgets, and changing customer demand, CMOs are looking to their social media programs to deliver more than ever. Establish a manageable content plan (e.g., basic SEO, blogging, email and social media). How to create a social media strategy Step 1. It kick started the same thought process for me with our social media sharing. These tactics were meant to supplement in-person experiences—not replace them entirely. According to our survey, 85% of organizations that integrate social data into other systems are confident in their ability to quantify the ROI of social media. What do you or your company aim to achieve with social media? Marketers that diversify how they reach this increasingly digitally-savvy and lucrative demographic can leapfrog other organizations that are still blinded by ageism and stereotypes, but smart segmentation is key. In fact, eMarketer is forecasting that households without cable TV will outnumber those with it by 2024. Mit Post- oder Beitragsreichweite wird die Anzahl der Leute bezeichnet, die einen … 8. I’ve listed here 25 of the questions that I’ve found most helpful when coming up with social media strategies for my personal brand and for sharing with Buffer. Based on trending conversations in search and social channels, the team worked with Hootsuite to develop a social advertising strategy. But how are organizations actually measuring this impact? How much ease an… My all-time favorite book is _____. Some companies and products can pull from their customer data or market research, building personas for their customers. At the start of the pandemic, one of our customers, Clarins—a French luxury skincare, cosmetics, and perfume company—analyzed customer conversations using Hootsuite’s social listening partner Brandwatch and realized their previously planned campaigns were going to miss the mark. 3. Who are your main competitors? How are B2B organizations connecting their sales team to prospects without events and conferences? Find new customers 2. One of those organizations is our customer, Pierre & Vacances Center Parcs Group. Should you use social media to provide customer service? 5. Build links to your … Here are 5 questions to see how your approach compares. Firstly, at a basic level, it's essentially free marketing - why wouldn't you use it? question is important to answer, because figuring out your goals will help you develop an effective social media strategy, designed to facilitate them, and will determine and give you guidelines for your social media posts Which questions have I found most helpful in defining my social media strategy? And transactions alone don’t create memorable brands, boost loyalty, or drive long-term growth. 4. 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