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In Q4 Many companies head into planning mode. This is a process known as AOP which in this case means Annual Operating Planning. AOP provides an adjustable roadmap for the upcoming fiscal year. This plan is built by evaluating prior data for all aspects of the business, including revenue, production, capacity and expense. Setting an AOP requires input from numerous members of an organization, including those in sales, production, marketing, and social media marketing teams. The AOP is the social media marketer’s opportunity to submit expected budget and costs for the year ahead to ensure adequate funding throughout the year to help scale and grow internal social efforts. This Slideshare is your guide to align your AOP and your social efforts. The accompanying blog post can be found here: http://bit.ly/10leXkl
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GEMMA CRAVEN | SEPTEMBER 30, 2014
How to PlanSocial Program Budgets for 2015
How to PlanSocial Program Budgets for 2015
Gemma CravenExecutive Director, Strategic MarketsSpredfast
Agenda
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1. Invest more now in social to reap the rewards
in 2016
2. Evaluate where you are on the social maturity
curve
3. Allow flexibility in planning & budget for
change
4. Evaluate social programs in smaller time
increments
5. Platforms and partners can help with a data
deep dive
Agenda
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Social marketers must also forecast expected
budget and costs. Yet this fast moving space is
much harder to evaluate historically.
How should social marketers
plan for 2015?
Annual planning is a company’s 12 month roadmap
Invest more now to reap the rewards next year
in the next 5 years. Allowing budget for
growth will support scale, integration,
training and more. Ensure you have
quantitative proof of how social supports
your overall business goals.
Social spend is expected to increase 128%
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Evaluatewhere you are on the Social
Maturity Curve
Take a long term, realistic view of
where you are, social maturity-wise.
This will stop the feeling of needing to
throw everything in to your annual
social budgetary plan.
Allow flexibility in planning and budget for change
and allow for the shifting nature of the
space. A reserve budget can help fill in the
gaps; allowing teams to test and learn can
support programs that arise later in the
year.
Build flexibility into budget
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Evaluate this year’s social programs in
smaller increments
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Take a quarterly based view on
results as well annual, to see if there
are shifts in these timeframes that will
help plot out where change and
growth can come from over the next
12 months.
Platforms and partners can help with a data deep dive
The smart analytics folks, who can aggregate
and analyze the data your programs generate,
can help forecasting growth and performance
based on the data they are used to working
with each and every day.
There was never a better time to call on your partners
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1. Invest more now in social
2. Evaluate where you are on the social
maturity curve
3. Allow flexibility & budget for change
4. Evaluate social programs in quarterly
increments
5. Call on platforms and partners to help
plan ahead
Conclusion
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Social media marketing is a fast moving space.
By adapting a social-ready planning strategy,
budgets can be tailored to ensure the most
effective and impactful programs in 2015.
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