Competitive Analysis – Before creating a social media strategy for clients, our social media team does a robust analysis of the client’s competitive set to get an idea of what all parties are doing in the social space so we can take it up a notch and be innovative in the industry. We also look at general industry-specific leaders to learn about how users engage with the platforms to learn more about specific demographics for the brand to help enhance a social media strategy.
Identification of Social Channels – After a competitive analysis, the next step is to identify which social media channels make sense for each individual client. It is important to recognize that there is no “one size fits all” approach to successful social media campaigns, so social strategies will include a variety of social channel recommendations.
Social Media Strategy – A clear social media strategy is comprised of a competitive analysis of industry and niche leaders, identification of key social media channels, and then the over-arching strategy of how to implement social into existing marketing plans.
Social Media Packages – At Internet Marketing Inc., we have four social media package options as well as two initial set-up fees. Both set-up options contain a robust social media strategy, and the fees are contingent on whether or not clients would like IMI to design the channels and then set them up and optimize for Search Engine Optimization. The four social media packages range from basic monthly consulting to full ownership and implementation on behalf of the client. The packages are “Basic Package”, “Engagement Package”, “Social Suite” and “Full Social Suite”. [Please link to the social packages]
Content Calendar – Depending on the social media package of the client, our social media team helps to create either 25%, 50% or 100% monthly content calendars. These calendars are written based on best practices of content creation; separating promotional, topical, and conversational posts across the month’s content calendar.
Analytics – To measure success of social media and to track growth of the various channels, we place high importance on monthly or weekly reports for clients that showcase overall growth of the channels. Tracking engagement levels, identifying social influencers and determining analytics of the overall content helps us decipher what times or day/week/etc. elicit the most feedback and engagement levels across each social channel.
Social Media Content Management System – To maximize efficiency of social media management, we have partnered with Social Office Suite to streamline all efforts, including enhancing listening efforts across the social web, posting and scheduling content posts, analyzing and tracking growth across channels, growing the networks, and managing various levels of team member involvement.
Social Media Revenues – As marketers continue to place prominence in social media as a marketing channel, it is becoming more and more valuable to tie revenue and ROI with social efforts. We have a multi-attribution technology that can enhance all social tracking efforts by directly tying social media channels as point of sale or conversion touch points. This innovative use of technology makes IMI an industry leader in being able to attribute revenues with social media.
Social Sweepstakes and Promotions – Once we have laid a solid foundation with constant content published to social channels via the content calendars, we then shift focus to growing the communities. One way to do this is through running social sweepstakes and promotions to leverage existing customers and transition them into social advocates. [Please link to the Couples case study]
Socialization of Website – Another extension of the social media strategy including socializing the client’s websites by adding social icons and social share widgets across high-traffic pages that would make sense to socialize to encourage visitors to share the content across their web of social networks.
QR Codes – QR codes exist as a medium to bring print to life. By adding these codes to existing, typically traditional marketing materials, clients can socialize user experiences. When users scan the code, they are taken to a mobile-optimized site which can include a SMS, YouTube channel, twitter feed, mobile website, etc.
Facebook – As the world’s largest social network, we place high priority on the site in terms of social media strategies, contest promotions, and overall engagement levels. With the new Timeline feature, brands are now able to chronologically update their history to reflect and online archive to be referenced throughout time. [Please link to our Facebook page]
Twitter – As a popular micro-blogging social media network, twitter has proved strong and continues to evolve with how brands can engage and advertise on the platform. By creating a transparent account of who is tweeting on behalf of the company, optimizing it for search, and utilizing the hashtag search feature, brands can properly leverage this social channel. [Please link to our Twitter page]
YouTube – The SEO benefits of video optimization are constant across this search giant, since owned by Google. We work with clients to create compelling video content that is optimized across the platform and fully integrated and showcased across the websites and other social channels. [Please link to our YouTube channel]
Pinterest – This popular social site continues to grow at an exponential rate, providing a platform for visual content sharing, allowing users to pin items onto their virtual boards. For brands, this opens up the possibility to have users directly engage with content (services, products, visuals, videos, etc.) and share across their Pinterest community connections.