The Strategic Social Media Plan

The time for experimenting is past Now need structured approach to online

management We need a process that we can recommend

to clients Ensure that all the major issues have been

covered Get to creating great campaigns without

worrying if all the important things have been done

Introduction

1. Have you got hygiene - the basics before you get too far in.

2. Defense is the best form of attack - making sure your brand can't be hijacked

3. Be valued for your values - and making sure you are loved for yourbrand and corporate values

4. Watching you watching me - monitor, measure, evaluate and be able to share4. Developing cool objectives - to create the right form of heat.

5. What strategies work for you - some things you may want to do andsome you had not thought about

6. Spreading tactical crumbs - and capture your share of the £10billion internet bonanza

7. Looking under the bonnet of what's new - is it bird, is it a planeand does it fly

The Seven Steps

Audit sites and passwords and review for opportunities◦ List all the client web sites◦ List al the client social media presence◦ Look for any other online properties ◦ List all the people who tweet and blog and do stuff online for

the company◦ Here are some tools http://goo.gl/EnOEJ

Look for all the people who add content about the company and make a list with comments.

Set up alerts to monitor (www.glerts.com/beta) Be sure you have experts legal and security people to

hand (see appendix) A big audit is big (see appendix for some of the tools

available)

Basic Hygiene

Register everything.◦ Client need to register their name and brand across all social

media sites (Wordpress & Blogger etc). ◦ You need to cover the major names/brands◦ Need to keep access details and passwords◦ Need to keep them very secret!!!!◦ Don’t forget to register domain names

Add the links◦ In every social media location you need to describe the

company/brand/person (e.g. CEO) and link back to the site/page that sells. Also cross link. Its good for SEO

For the most part keep dark◦ Add occasional stuff or automate (Friendfeed,

http://feedity.com, http://www.feedblitz.com,

Defense

What are your corporate/brand values You need these for

◦ Tags, ◦ meta tags, ◦ SEO, ◦ Copy , photo and design briefs◦ To inform social media content

Use values analysis ◦ To check your constituencies are contributing to

reputation and not letting it drift.

Values are key

Not at the end of the campaign but all the time. Use Monitoring to see how well your values are

doing and where◦ Develop your ‘story’◦ Create your target media◦ Identify ambassadors

Use monitoring to identify opportunities to◦ Monitoring coverage (yours/competitors)◦ Monitoring the media most valuable to your constituencies◦ Join in the conversation◦ Create/develop new constituencies◦ Share your constituent’s contributions, knowledge an

enthusiasm

Monitor, Measure & Evaluate

Do not use words like ‘tell’, ‘inform’, ‘drive’ (its the wrong mindset)

Be ambitious Be as precise as possible (woolly is for sheep)

Objectives

Need for strategies to be articulated:◦ Monitoring and evaluation strategies (not how,

but what – online ‘how’ changes fast)◦ Security◦ Internal information and engagement◦ Value chain/publics information/engagement◦ Values and messages now, future and migration

path◦ Who converses with whom, when and where◦ Issues escalation policies

From Objectives to Strategies

Yes... Yes.... Yes... We have all heard about Facebook and Twitter.

Thinking about platforms and channels◦ Platforms - laptop[, PC, mobile phone, digital TV, Games◦ Channels – from usenet to Xbox Kinect

Lots of others◦ Mobile (and mobile apps)◦ Browsers◦ Video◦ Podcasts◦ Images◦ Apps

Tactical Objectives◦ Need to know what each tactic will deliver to meet smart objectives

Mix ‘n Match◦ Social media is never about one channel it is always a combination

Tactics

A big list of Socail Media channels is here: http://ht.ly/4aU0C

The introduction to Social Media PR for charities is here http://goo.gl/yDBYA

Some more resources

Web site and digital security◦ Steve Armstrong,◦ Provides services to helpachieve HMG List X

approval◦ http://www.logicallysecure.com/

Legal experts◦ Jeremy Holt◦ co-editor of "A Manager's Guide to IT Law"

published in 2004◦ http://www.clarkholt.com/◦ jeremyh@clarkholt.com

Professional Professionals

To cover all the media/channels may have to use automated methods for spreading the word.

Needs to be carefully done Not same message to same constituencies

Automation

A paper to help Charities enter the social media world: http://goo.gl/yDBYA

Some other helpful content

https://www.google.com/analytics/settings/home http://www.quarkbase.com/ http://www.google.com/insights/search/# http://www.google.com/trends?hl=en http://tagcrowd.com/ http://www.postrank.com/ http://www.touchgraph.com/navigator http://www.makeuseof.com/tag/6-websites-to-track-a-w

ebsites-traffic/ http://theclarityconcept.pbworks.com/w/page/22025401

/FrontPage http://www.woorank.com/ https://siteexplorer.search.yahoo.com/mysites http://techcrunch.com/2007/01/16/wikipedia-search-eng

ine-wikiseek-launches/ http://gs.statcounter.com/#search_engine-ww-monthly-

200905-201006 http://www.websitetrafficspy.com/bsg.co.uk http://services.google.com/advertisers/uk/ http://sherrilynnestarkie.com/2010/04/04/social-media-

gets-blame-for-pr-disasters/ http://adlab.msn.com/Demographics-Prediction/DPUI.as

px http://websitegrader.com/site/www.laithwaites.co.uk http://publigram.pbworks.com/w/page/19795747/Intalat

ion-Instructions http://infochimps.com/ http://www.peerindex.net/ http://goo.gl/m0JmO http://wiki.kenburbary.com/ http://www.kayesweetser.com/ http://kdpaine.blogs.com/themeasurementstandard/201

1/01/your-checklist-of-public-relations-measurement-checklists.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+typepad/kdpaine/themeasurementstandard+(The+Measurement+Standard:+Blo

http://www.socialbrite.org/2011/01/11/guide-to-free-social-media-monitoring-tools/

http://www.socialmedia.biz/2011/01/12/top-20-social-media-monitoring-vendors-for-business/

http://blekko.com/ http://airfoilpr.typepad.com/airfoilpr/2011/02/the-influen

ce-of-twitter-and-your-twitter-influence.html

http://publigram.pbworks.com/w/page/19795747/Intalation-Instructions

http://wholinkstome.com/ http://www.sas.com/ http://adlab.microsoft.com/Demographics-Pr

ediction/DPUI.aspx http://www.websitetrafficspy.com/bsg.co.uk http://www.slideshare.net/RCM77/social-medi

a-monitoring-tools-evaluation-1134864 http://www.seomoz.org/article/search-blog-st

ats http://status.net/ http://ping.fm/ http://hellotxt.com/ http://wow.ly/ http://twiangulate.com/search/ http://followerwonk.com/ http://tickery.net/ http://klout.com/ http://goo.gl/sV1y0 http://goo.gl/9Q0FS http://goo.gl/reC3y http://www.makeuseof.com/tag/how-to-backu

p-your-twitter-archive/ http://socialfresh.com/social-media-audit/ http://whois.domaintools.com/ http://goo.gl/i9pai http://goo.gl/9lyK2 http://www.backtype.com/

Some resources – for when you go to work