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7 Steps to Creating YourSocial Media Marketing Plan (SMMP)
Presented by: Aliza Sherman
this is social media
this is your brain on social media
ObjectivesAudience
AssetsTactics
Big IdeasMeasurementRinse, Repeat
7 Steps to aSocial Media Marketing Plan
Step 1: Objectives
attainablemarketingmeasurable
Step 2: Audience
onlineparticipationprimed
Step 3: Assets
locatereviewintegrate
Step 4: Tactics
appropriatemanageablesustainable
Step 5: Big Ideas
riskyrewardingrepeatable
Step 6: Measurement
benchmarkmonitorreport
Step 7: Rinse, Repeat
leverageaugmentoptimize
Why?Who?
Where?What?
How Much?
Ask Ask YourselfYourself
Why do you want to use social media?
Loyalty
Feedback
Word-of-Mouth
Get out of your fishbowl!
Social Media misperceptions
1. Viral is a strategy.2. I can control it.3. I can buy Friends.4. Bought Friends will listen to me.5. I can just buy an ad.6. I’ll put all my eggs in the SM basket.
Why you might FAIL
1. Wrong objectives2. Wrong target3. Wrong messages4. Wrong channels5. Wrong tactics
Who are you trying to reach?
Demographics
suck
Psychographics
rule
Where are you going to
reach them?
Social Social MediaMediaToolsTools
blogsblogs
micromicroblogsblogs
podcastspodcasts
videocastsvideocasts
photophotosharingsharing
videovideosharingsharing
contentcontentratingrating
bookmarkbookmarksharingsharing
virtualvirtualworldsworlds
RSSRSSfeedsfeeds
socialsocialnetworksnetworks
wikiswikis
Assets
Social MediaSocial Media
locationpeople
stories
images
words
audio
video
Website
Blog
Social Networks
Social Tools
What do you want to do with social
media?
Grow FFF Base
Increase WOM
Encourage Sharing
Stimulate Conversation
Drive Actions
How are you measuring?
Numbers Centric
People Centric
“I’d rather have 100 engaged followers than
1000 or 10,000 who ignore me.”--Aliza Sherman
How much is enough?
Social Social MediaMediaToolsTools
blogsblogs
micromicroblogsblogs
podcastspodcasts
videocastsvideocasts
photophotosharingsharing
videovideosharingsharing
contentcontentratingrating
bookmarkbookmarksharingsharing
virtualvirtualworldsworlds
RSSRSSfeedsfeeds
socialsocialnetworksnetworks
wikiswikis
ObjectivesAudience
AssetsTactics
Big IdeasMeasurementRinse, Repeat
7 Steps to aSocial Media Marketing Plan
“Social Media is not a campaign.
It is a commitment.”
--Jeffrey Hazlett, ex-Kodak
Listen
Interact
Engage
Where in the world is Aliza Sherman?
• @alizasherman on Twitter
• facebook.com/alizapilarsherman
• linkedin.com/in/alizasherman
• www.conversify.net
• aliza@conversify.net
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