Here is an actionable plan for improving the use of web 2.0 and outlining plans for web 3.0 through an effective social media approach.
1. Write An Executive Summary
Start your strategy with an executive summary.
This report should be short and to the point, outlining the goals of your social media campaign and linking it to the objectives of your business plan.
Furthermore, it is important to consider future projections and testings into Web3. It is essential to keep an eye on estimates and experiments involving Web3.
The main objective to be accomplished should be identified, along with specific targets which should be achieved. Make sure you select a particular platform as a priority and abstain from attempting to be every social media network’s singular go-to.
For instance, if you are running a business-to-business company, think of generating material for Linkedin, which then can be reused on other subsidiary networks.
Take a look at what other companies are doing with Web3 technology and do some research on it. What is working? Organize group gatherings to talk about your plan for social media inside the Horizons Workrooms atmosphere.
Horizons Workrooms is focused on enhancing your team’s capacity for working together remotely by using VR capabilities. This can range from having creative discussions, working on documents, getting updates from your team, socializing or having more natural conversations, according to the Meta Newsroom.
Ensure everyone is on the same page with the desired results by establishing a reference point and incorporating quantifiable results to guarantee that everybody has equal understanding of what success looks like. Larger goals need granular objectives.
2. Do A Social Media Audit
It is wise to stay one step ahead of those who are against you by keeping those people in your proximity.
Begin the process of examining and assessing your brand’s social media profiles in contrast to a couple of competitors. You could choose a brand that is not in direct competition with your own to use as a source of motivation and aspiration. Consider choosing a brand already involved in Web3 strategies.
Well-known organizations such as Wendys, Airbnb, Netflix, Buffer, Hubspot, and Cisco have all demonstrated considerable social media acumen. Seeking out what is effective outside of the confines of your particular field can be advantageous.
Look at the different aspects of the content, such as interaction, how often it is put out, how many people it reaches, visuals, if video is used, the attitude of the message, and how customer service responses are managed. How’s the response rate?
Other factors to compare and take note of include:
- Live streaming.
- Courses and webinars.
- Influencer marketing.
- User-generated content.
- Features such as Reels, Stories, and Frequency.
- Virtual Worlds.
- Creator Coins, Tokens, or Crypto.
- Metaverse collaborations.
- Audio experiences.
- Emoji use.
- Facebook Messenger, chatbots.
- Keywords and hashtags.
- Third-party content.
- Online branded search results.
3. Zero In On Social Media Objectives
We should swiftly go over the divergence between objectives, goals, plan, and activities, which is commonly referred to as GSOT.
- Goals: These are your broad social media outcomes.
- Strategy: The approach you will take to accomplish your goal.
- Objectives: These are measurable steps you will take to achieve the strategy.
- Tactics: These are the tools or tasks used in pursuing an objective related to a strategy.
- Goal: Make our book the #1 best-seller in the Metaverse category.
- Strategy: Increase the amount of content we publish on social channels supporting the book’s topics, ideas, and opinions.
- Objective: Increase unique visitors from social channels to the book’s website or landing page by 50%.
- Tactic: Using metaverse and Web3 influencers, leverage the exposure with branded hashtags and behind-the-scenes content using Instagram Stories, Facebook Live, and Twitter.
- Advanced: Participate and host events in Web3-centric communities using Twitter Spaces, Clubhouse, Discord communities, and virtual worlds such as Meta’s Horizon Worlds, Decentraland, Roblox, or Alt Space VR.
4. Develop Buyer Personas
Know your avatar. Develop a personal relationship with your personas. About half of all brands do not have a specified social media plan, suggesting that the number of brands possessing detailed customer profiles should be much higher.
Brands need personas. It is crucial that you find success in Web3 if you are to endure.
Marketers emphasize the importance of creating personas, however, when it comes to putting the necessary time and effort into designing and utilizing them, is this actually done? Zzzzzzzz. Sound asleep.
Begin by utilizing these techniques to better understand who your customers are.
- Xtensio Persona Maker.
- Hubspot’s Make My Persona.
- For Web3 start-ups, here is the ultimate persona template.
5. Find Your Brand Persona
Every company requires its own unique tone, character, and identity.
Think about what adjectives describe your brand.
Are you positive, fun, playful, or coy?
Maybe your brand is serious, straight-laced, and emoji-free.
Are you bold enough to mock a contest like Wendy’s and Taco Bell?
Create a catalogue of the characteristics you desire to exhibit when engaging with a company. Are you supporting and encouraging or sensational and bold?
In 2009, when online networking was becoming more and more popular, prolific writer and public relations personality Aliza Licht assumed the identity of the iconic (but now defunct) @DKNYPRGirl.
7. Establish Strategies & Tools
This is the point when you work out how to separate out the paid, acquired, and owned groups.
Investing in paid social media is essential and doesn’t need to cost you a fortune.
Maybe the combo looks something like this:
Enhance your outcomes and heighten the reach of a specified Facebook post one time a week.
Joe Youngblood suggests waiting a number of days before boosting a Facebook post, allowing it to become visible organically prior to promotion.
Keep in mind that whatever you create on social media is basically leased property.
You do not possess proprietorship of your online presence, the people who observe your profile, or the material that you share. It is possible for it to cease functioning tomorrow, just like Vine, Blab, and other social media platforms that have already disappeared.
You can move your social media following into an email list that is yours to keep.
Consider giving away something like a free download, checklist, guidebook, or tutorial to help directly target your followers.
Create a unique hashtag associated with your brand and spread it around your various social media channels. Publicize in bios and posts.
I like Canva. She likes Spark. They like Hootsuite. We like Buffer. The Chief Executive Officer’s offspring is wondering why there isn’t a geo filter for Snapchat.
Having a plethora of tools spread out among your social media team of 50 million is neither enjoyable nor efficient. It is not entirely correct to say that; the main purpose is to have a list of tools and platforms that are accepted.
It is essential that everyone is operating with the same social media administration software and applications.
Investigate Web3-focused utilities and sites, for example spacial.io, Discord, and Threedium, to heighten the quality of your brand.
8. Select Relevant and Realistic Social Media Marketing Goals
Many businesses that have ventured into social media have not taken the time to set measurable, achievable objectives for their campaigns. This is one of the most significant issues they face. They understand the need to have a presence on social media; however, they are not clear on the objectives of doing so.
Integrating your social media marketing into your overall business plan is necessary. It is suggested that you should have made a plan outlining how you want your business to advance. It is essential for your social media marketing endeavours to be in line with your company’s overall objectives.
Make Sure Your Goals Are SMART
Too frequently, individuals develop unclear commercial objectives that, when closely examined, are without significance. Do not just establish aims without any purpose. Constructing them will assist you in formulating the optimal social media plan for your company. Therefore, you will want to ensure that your goals are SMART :
By setting SMART goals, you will increase your chances of succeeding and become aware when you have done so.
It is vital to establish goals which are attainable and reasonable while still pushing yourself. It could be quite desirable to have a million followers on Facebook, however, it is probably unlikely that the majority of companies will be able to hit that target within the next 12 months, even with exemplary performance.
It is wise to establish certain boundaries. Don’t attempt to succeed on every social network. There is a surplus of them, and you are spreading your assets around too much. You have to do well on the same social media sites where your intended audience spends their time.
9. Decide Who You Want as Your Social Media Audience
Many companies miscalculate by believing that an abundance of followers on social media platforms will benefit them in some way. Pundits tend to reduce the significance of Follower Numbers because they are referred to as vanity metrics. Having someone who follows you won’t be of much use if they have no enthusiasm for the material you post.
One of the major drawbacks of purchasing phony followers is likely the biggest issue. In our article 8 Reasons You Shouldn’t Buy Instagram Followers, we stated that counterfeit followers would not participate with your profile. Some aren’t real people at all, merely bots. They certainly won’t make future customers. Individuals, whether authentic or not, will not invest any funds in your goods. They will not refer people to you. They are of no value to you at all.
Recall the objectives that you put in place in the first step. It is useless to have social media followers who won’t assist in achieving your aspirations. It’s best to build a following on social media consisting of people who are similar to your target market.
In other words, if you’re dealing in stairlifts for folks who need assistance getting up and down the stairs at home, it’s not necessary to acquire a demographic of younger people on social media who lease apartments or stay with their parents. It would be pointless to attempt to sell cosmetics and other skincare services to football players and their supporters.
It is especially important if you offer goods to an area separated by distance. In that situation, it would be better to avoid having a larger number of followers from places where citizens are unable to purchase your items.
10. Understand Your Social Media Audience
Not all social media audiences are alike. People utilize social media in a range of ways, depending on individual preferences. To reach your objectives, it is essential to utilize the same social media channels that your potential customers are using. In the same way, if you plan to take part in a marketing campaign that utilizes influencers, make certain that the individuals you recruit speak to the same demographic as your intended customer base.
You might be a middle-aged executive who uses Facebook. Although you may not relate to the intended audience of your organization, it would be a mistake to think that the same stands for your clients as far as their usage of Facebook is concerned. It is true that a large number of people were utilizing Facebook every day in Q2 of 2022, however, it has been demonstrated that targeting a young demographic is best accomplished on Snapchat or Instagram. If your target market consists of individuals aged between 25 and 34, then your business should seriously consider using Facebook. This age group constitutes 30.1% of Facebook users, and is the most significant age demographic in the platform.
Examine the objectives you have established for your social media marketing initiatives. What platforms will be the most beneficial in helping you reach your objectives?
In order to succeed in this task, it is vital that you comprehend your clientele thoroughly. If you have made personas of your target customers before, it is time to review them. What type of individuals comprise your customers, and how do these individuals spend their internet sessions?
Knowing the characteristics of your target audience, including their age, gender, location and interests, will help you optimize your content for greater success on social media.
11. Investigate How Your Competitors Approach Social Media
Most firms don’t operate in isolation. Generally, there will be other businesses who will pursue a social-centric plan of action. It is essential to be informed about their activities. What is their focus? Whom are they targeting? What key phrases are they trying to dominate?
You can do a swiftly administered investigation of your rivals so as to gain knowledge on their strengths and weaknesses. Gaining insight into what prospects anticipate from companies in your field may help you comprehend more thoroughly.
You could identify sections of social where your opponents are not as strong and take advantage of those openings. For example, one of your rivals might have sway over Twitter, yet have a feeble presence on Facebook despite your intended audience spending time on that particular website. It may be a good idea to focus more of your resources on Facebook rather than attempting to rival Twitter.
You could use apps like Buzzsumo to keep an eye on your competitors and identify the posts on social media that have been the most successful for them. When you determine which kinds of posts that your audience likes on which social media platforms, you can create even more engaging and effective content similar to it.