Fases de una campaña de Social Media

De este tema se encuentra demasiada información en internet, pero ¿realmente seguimos los pasos juiciosamente a la hora de construir nuestra propia campaña?

Cuando somos independiente creemos sabérnoslas todas y no es así, siempre existe un punto ciego que se nos pasa a la hora de construir una campaña, por eso se necesita de una fase de evaluación, alimentación y reconstrucción de la estrategia de ser necesario. Normalmente esto sucede cuando el cliente no nos entrega toda la información, o lo hace por partes que es lo mismo, antes de iniciar la elaboración de la estrategia.

Como buenos profesionales queremos tener todo listo antes de empezar, pero seamos sinceros, cuando somos independientes los clientes muchas veces no captan la importancia del banco de información para conocimiento común y preparación de la primera fase de las estrategias, por esto, te recomiendo tomarte tu tiempo para investigar con calma y a fondo todo sobre la empresa, más importante aún, todo sobre su reputación.

Ahora sí, a lo que vinimos:

Fase I: Análisis

Esta es quizás la parte más importante de la estrategia puesto que de aquí se desprende todo el contenido que queremos brindar a nuestra comunidad, con esta información generaremos la estrategia a la medida para cada marca, cada empresa, cada personaje y claro, para que nuestro trabajo sea reconocido.

No es una etapa fácil pues se divide en otras:

a. Situación actual: Aquí deberemos identificar cómo está nuestra marca en Internet, qué hay de nosotros en los buscadores, cuáles sentimientos despertamos y por supuesto en qué posición SEO nos encontramos.

b. Competencia: Claro que es súper importante saber de nuestro entorno, estamos inmersos en un sector particular y tenemos competidores directos e indirectos, debemos ser expertos en el tema y como tal necesitamos saber todo de ellos. Qué están haciendo en Internet, cuál es su estrategia, qué hacen bien y qué hacen mal, dónde podemos ganarle con nuestra marca (cuál es nuestro punto fuerte o cuál queremos volver fuerte en Social Media).

c. Matriz DOFA: Esta es una parte fundamental de la primera fase, pues con ella definiremos cuales son nuestras debilidades, oportunidades, fortalezas y amenazas empresariales que nos permitirán definir qué es lo que queremos mostrar sin descuidar lo que tenemos para enfrentar cualquier situación en redes sociales.

d. Palabras claves: Esta es la tarea más ardua para mí, aquí debemos decidir cuáles serán nuestras keywords en nuestra estrategia, las más relacionadas con nuestro negocio y con el contenido que queremos mostrarle a nuestra comunidad, finalmente son ellas parte de la estrategia del tráfico de calidad que queremos conseguir.

Fase II: Objetivos y metas

En esta fase, y con toda la información previa que hemos obtenido, definiremos con nuestros clientes cuáles son los objetivos que queremos alcanzar en Social Media, y posterior a esto definir las metas.

Suenan similares pero en realidad no lo son, al menos no en una estrategia de Social Media, mientras los objetivos son la razón específica de lo que queremos lograr, las metas son la parte más cualitativa del objetivo puesto que pueden ser incluso aspiracionales.

Por ejemplo, uno de los objetivos más comunes en las redes sociales es construir comunidad, la meta puede ser mejorar la relación entre marca y cliente a través de la transparencia. Esto no implica que las ventas suban pero sí que la recordación de marca mejore dándonos más posibilidad de estar en la lista de opciones a la hora de obtener un producto o servicio.

Fase III: Público objetivo

Teniendo claro nuestros objetivos, debemos definir estrictamente el público al que queremos dirigirnos, esto nos traza una ruta para no desviarnos o hacer esfuerzos inútiles que no calen en nuestra comunidad.

Este punto depende de los servicios/productos que ofrezcamos como marca o empresa, depende de los objetivos empresariales que deben estar ligados a los objetivos de la estrategia en Social Media, depende de lo que queremos conseguir en nuestras redes sociales.

Si tenemos varios públicos objetivos, debemos identificarlos aquí para posteriormente definir cómo los abordaremos.

Fase IV: Definición de Redes Sociales

En esta fase analizamos en cuáles de las plataformas sociales están nuestros clientes o comunidad y decidir si estaremos allí teniendo en cuenta que cada red social requiere un esfuerzo individual.

Fase V: Personalización de la marca

Una vez definido nuestro público objetivo y las redes en las que incursionaremos, necesitamos personalizar nuestra marca para redes sociales:

– Sexo

– Edad

– Profesión

– Gustos o pasatiempos

– ¿Cómo habla? Tono de voz, cercanía, profesionalismo…

Todo esto siempre pensando en cual personaje se identificaría mejor con nuestro público objetivo puesto que finalmente son ellos quienes interactúan con nuestra marca.

Fase VI: Calendario editorial

Más que necesario este paso. Generar un calendario editorial con los contenidos a la medida de nuestra marca/personaje en redes sociales, siempre cumpliendo con el tono de voz que usamos para identificar nuestra marca. Convertirnos en referente será primordial y sólo se logra basado en un buen contenido que generemos a la medida, que realmente se enganche con nuestra comunidad.

Aquí aplica la ley 60-20-20, es decir, 60% de nuestro calendario editorial debe ser contenido que le aporte a nuestra comunidad, contenido construido para que nuestro público se entere de la situación de nuestro sector, que sea de ayuda o aprendizaje para ellos. 20% de contenido externo, también ligado al cumplimiento de objetivos y que definitivamente le entregue valor agregado a quienes nos siguen. Finalmente 20% de contenido promocional de nuestra marca, esto garantizará de que nuestras redes sociales no son un vendedor más en la compañía, sino un amigo o experto que generan una relación estable con el público objetivo.

Fase VII: Puesta en marcha

Esta es la fase decisiva, aquí salimos al aire con toda una estrategia preparada para nuestra comunidad, pensando únicamente en salir bien informados y estructurados para generarle valor a nuestros clientes.

Aquí debemos analizar la reacción que tiene la comunidad, dónde podemos mejorar y cuáles son los contenidos que más interacción generan, esto para iniciar una fase posterior de evaluación y reestructuración de nuestra estrategia en caso de ser necesario.

Fase VIII: Análisis y evaluación

Parte importante de la estrategia ésta pues nos da un panorama de qué está funcionando y qué no para tomar medidas preventivas y correctivas en nuestra estrategia, siempre con miras a mejorar la experiencia del usuario con nuestra marca en redes sociales.

¿Y tú cuál etapa consideras más importante? ¿Hace falta alguna? Hablemos y tejamos Social Media.

@EriiGiraldo

*Imágenes tomadas de gettyimages

Esta entrada fue publicada en Social Media y etiquetada , , , , . Guarda el enlace permanente.

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