Building a Social Media Plan

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Agenda What is Social Media Types of Social Media Sites 3 Key Principals & Sales 2.0 Why you need a Plan Components Sample Plan Resources

What is Social Media?Wikipedia definition: At its most basic, social media is a shift

in how people discover, read and share news, information and content (communication)

It’s a fusion of sociology and technology, transforming monologue (one to many) into dialogue and is the democratization of information, transforming people from content readers into publishers.

Social Media Top Sites for Business

= people you already know; social/personal

= video sharing, podcasting

= business networking

= micro-blog, business + personal networking

= blog platform

3 Key Principals 1. Be interesting2. Content is King3. Give to Get

What is Sales 2.0? Consumers & Businesses

research before they buy What does the sales

person provide now? How does the CRM keep

up with inbound marketing

Social Media PlanningWhy do you need a plan?

Social Media Planning1. Audience – Who are you trying to attract when you

use social media?2. Objectives – What do you want to achieve with your

social media usage?3. Strategies – How are you going to use your social

media channels?4. Budget – How much time and resources will you be

able to commit to the campaigns that you enact?5. Integration – What do you currently do to market your

product/service, and how can you leverage the power of social media to make it happen

6. Measurement – How will you know you are successful or not, and what will you do if you are/aren’t?

Audience for Social MediaIf you don’t know who you are targeting,

then you are sure to miss them

Audience for Social Media Potential clients Existing clients Referral sources Influencers in your industry Others

Objectives for Social Media

To raise awareness and increase the volume of conversation about the brand across the web

To build relationships with individuals who consider themselves fans of the brand

To develop relationships with consumers who may be unfamiliar with the brand

To directly increase revenues through online sales

(Larger companies also use it for internal communications and recruiting)

Objectives for Social MediaPartners

Referral Sources

Clients

Customers

Prospects

Ways to Use Social Media1. Listening – Use for research to better

understand your customers. 2. Talking – Use to spread messages about your

company to a more interactive channel3. Energizing – Use it to super charge the power of

brand enthusiasts’ word of mouth. 4. Supporting – Help your customer’s support each

other. Helps when you have support costs and natural affinity for each other.

5. Embracing – Integrating your customers into how your business works and help them design your products.

Ways to Use Social Media (cont.)

6. Nurturing – Use for nurturing leads long-term with targeted, qualified prospects

7. Asking permission – Use for building a strong permission marketing asset like a trusted blog

8. Attracting – Use it to attract leads at scale once your brand 'tips' in the social web

9. Cross-linking – Use it to maximize the social and SEO synergy, consistently attract organic, editorially endorsed links: the lifeblood of search engines

Budgeting for Social Media

Lather, Rinse, and Repeat after me:

SOCIAL MEDIA IS NOT FREEIt ain’t

free, folks.

Budgeting for Social Media

Social media takes: People Technology Time

... all of which are limited resources!

Source: Olivier Blanchard

Budgeting for Social Media

Effective use of social media also takes:

1. Consistency2. Creativity3. Content

All of which take People and Time!

Budgeting for Social Media

Regardless of how little or how much you budget

for social media, remember...

CONTENT IS KING!

Social Media Do’s and Don’ts

DO NOT consider traditional media and social media separate; assess what you are already doing and see how to integrate your social media tools into your existing marketing campaign(s)

DO NOT treat Social media as a “silver bullet” to solve your lead generation problems

Social Media Do’s and Don’ts

DO NOT spread yourself too thinly with social media tools; pick a blog plus one or two social media tools when starting out

DO be mindful of how much time social media takes compared to traditional media

DO have a call to action on all your media messages

Measurements for Social Media

Number of Fans/Followers/Subscribers Number of mentions on blogs and Twitter Number of comments on a brand-authored page Number of replies to a brand-authored profile Number of visits to a branded website Number of referral visits to a branded site via organic

(unpaid) search results Number of video views Length of interaction with a brand-authored

experience Number of people you can reach without buying media Sentiment of online conversation

Measurements for Social Media

Source: Ogilvy Public Relations

Results for Social Media

Social Media Measurements are NOT the end goal.

ROI means return on $$$.

Results for Social Media

Moving your metrics for financial success

1.Establish baseline metrics2.Set specific goals to be reached3.Measure and review to complete

feedback cycle

Correlate your social media efforts with these metrics to measure

effectiveness

Results for Social Media

What should I be moving?

1.Frequency – transactions per month2.Reach – net new customers3.Yield – how much they spend ($ per

transaction)

Source: Olivier Blanchard

A Social Media Model

Copyright J.R. Atkins

A Social Media Model

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A Social Media Model

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Resources Groundswell by Charlene Li and Josh

Bernoff, Forrester Research Twitter Power by Joel Comm Whuffie Power by Tara Hunt Sales 2.0 by Seley & Holloway The New Influencers by Paul Gillin Mashable (Blog on Social Media Trends)

Questions or Comments?

See this presentation at: www.slideshare.net/ebadrina