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A planning overview for the use of social media in B2B field marketing - its role in building relationships, prompting inbound interest and generating new business.
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© The Marketing Practice 2011
Social Media Planner for Field Marketing
II GatherIinsight – behaviours, channels, needs topics, preferences, influencers and competitors
II DefineIgoalsIandItactics – based on achievable behaviours, simple steps and justifiable ROI
II CreateIcontingencyIplansI–Iemployee policy and customer service handling
II BuildItheIbasicIfoundationsI–Iset up ‘core’ platforms
II StartIsmallI–Iplan one ‘social media marketing’ initiative
II AssessIwiderIopportunitiesI–Ileverage into other existing programmes
II MeasureIprogressIandIadaptI–Iestablish monitoring, measurement and analysis hub
II AndImaintainIaIrollingI90IdayIplan...
action plan90 day
Editorially run: blog, ‘social’ website, Twitter, LinkedIn, Youtube, Facebook
Distribute content, promote offers, leverage events
Reviews, ratings, unconferences, customer stories
Purpose-built content experiences designed for social media
Identify influencers and social customers, create relationship opportunities
Monitor for potential leads, gather and use account or contact intelligence
Customer service
Reputation management
Communities & experts
Product development
Sales & M
arketing
Maximise wider m
arketing
User-generated content
Content experiences
Build relationships
Generate business
CoreIplatforms
Monitoring,MeasuringI&IAnalysis
