Creating a Social Media Plan For Your Business

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Who We Are

Amanda O’BrienVP of Marketingamanda@hallme.com@amanda_pants

Hall Web Serviceswww.hallme.comwww.hallme.com/blog@hall_web

• 10+ Years in Business• Online Suite of Tools

Got Questions?

• Use GoToWebinar “Ask a Question”• Twitter with @hall_web

You need a plan if…• You participate in social media

• Your employees participate in social media

• You want to be able to measure results

• You don’t want to waste time and money on social media

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First things first… do your research!• Ask questions of your network, partners, customers, friends

• What networks do they participate in?

• What value can you bring?

• Listen first – Search LinkedIn, Twitter, Facebook, Google blog search

• Where do you belong?

• Go where the users are!

• Strategy first, tools and sites last

Prepare• Who are the people you want to connect with?

– In your area, industry, thought leaders

– Customers? Colleagues? Neighbors?

• What does your lawyer say?

• Who is going to maintain the social media presence?

– It is free but it takes time and resources

– Would you hire someone?

– Add onto an existing position?

– Agencies?

– Your peers?

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What could happen?!?

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What could happen!?!

Set boundaries and policies• Define what social media is to you

• Define what social media success will be

• What employees can and cannot do

• What your company will and will not do

• What the public can and cannot do

• Editorial calendar

• Set a budget

• Training

• Make it clear to everyone why you are using social media

• Be realistic

• Something that keeps entire organization moving in the same direction

What do you use now?

• Website

• Email Marketing

• Direct mail

• Advertisements

• Television spots

• Whitepapers

• How will these all play in the sandbox?

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You need to know what you want – or you will never get it

If you fail to plan then you plan to fail

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Determine Short Term Objectives• Increase website traffic

• Build your online network

• Blog subscribers

• Content subscribers

• Building Buzz

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Determine Long Term Objectives• Build awareness

• Strengthen relationships

• Understand your buying process better

• Better search rankings

• What will the company look like?

Determine Key Metrics• Obvious numbers

• Number of posts

• Audience growth

• Conversions

• Subscribers

• Inbound Links

• SEO Improvements

• Set timelines

• Customer satisfaction scores

• Interaction

Diagnostics vs. Objective Metrics – Christopher S. Penn

http://www.christopherspenn.com/2010/05/are-we-there-yet-diagnostic-versus-objective-social-media-metrics/

Twitter: ST Objectives & Metrics• Short term objectives

– Promote blog through Twitter account

– Communicate customer service issues from Twitter to appropriate channels

– Build reputation as an expert in our industry

– Promote events and activities

• Key Metrics

– Twitter followers

– Blog subscribers

– Inbound links from Twitter

– Twitter lists

– # or RTs or @menions

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• This may be a team, not a solo mission

• How much

• How often

• What is off limits

• Be helpful

• Be honest

• Be educational

• This ain’t your grandma’s marketing

• Create a message map

Content Strategy

http://www.marketingprofs.com/articles/2010/3873/formulate-your-content-strategy-in-10-simple-steps

Know yourself

• Stand for something

• Know yourself

• Be passionate

• Don’t be boring

• What is your story?

• Why should people care?

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Determine a timeline A working agenda to keep you on track

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Set up profiles well• Fill out profiles well

• Set privacy options

• Location

• Industry and keyword terms

• Search Engine love

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Learn More!

• Vision Blog - http://www.hallme.com/blog

• Social Media 101 (book) - http://www.chrisbrogan.com/social-media-101/

• Engage (book) - http://www.briansolis.com/2010/01/engage/

• Brass Tack Thinking (blog) - http://www.brasstackthinking.com/

• Webinars – Every Tuesday at 2PM EST http://www.hallme.com/webinars

• Introduction to Joomla!

• Email Me: amanda@hallme.com

• Follow us! http://twitter.com/hall_web

• 'Like' Us - http://www.facebook.com/hallweb