Social Media Strategic Planning

SOCIAL MEDIA STRATEGIC PLANNING Social Media Bootcamp

Enterprise Marketing, State Farm InsuranceHuonks.comLinkedin/in/bkhuonkerTwitter.com/bkhuonker

@Midwest Social Media ConferenceatMidwest.com

BRIAN HUONKER, MS, CHFC, CLU

Traditional marketing channels are becoming less effective in capturing and engaging the attention of today’s perpetually connected consumers. The challenge of today’s brands is to adapt their marketing strategies in an effort to build brand advantage in the face of consumers’ rapidly changing media consumption landscape.In addition, today’s millennial generation does not trust traditional advertisements, only 6% of millennials consider on-line advertising to be credible. Branded content will allow brands to meet this challenge, building a trusted, remarkable, unmistakable, and essential brand in the eye of the consumer.

Social Media Strategic Planning

Social Media Strategic Planning People share

stories that: Are native, not

deceptive Are individual, and

ready to evolve Deliver on emotion Reserve judgment Act like the locals

Social Media Strategic Planning Stories that help

customers Solve a problem Escape for the

moment Fuel their creativity

and play Spotlight pop culture Discover new things Succeed

Social Media Strategic Planning Step 1. Set your social

media goals/objectives. What do you want to

achieve with social media? Do your social media

objectives align with your overall company vision, mission and marketing strategy

Are your objectives S.M.A.R.T: specific, measurable, attainable, relevant, and time-bound?

Social Media Strategic Planning Step 2: Audit your

current social media status. What social profiles do you

currently manage? Which social media

platforms do you want to participate in.

Is control over the passwords centralized? Should any accounts be deleted?

What is the mission statement of each of your social profiles?

Social Media Strategic Planning Step 3: Create or

improve your social media profiles. Are your profiles filled

out properly and thoroughly?

Are all of the accounts and profiles on brand?

Would a new visitor follow me after seeing this profile?

Social Media Strategic Planning Step 4: Develop your content

strategy. What types of content do you want to post to each social

network? Who is the target audience? How often will you post content and how will you promote it Do you have an editorial calendar and a social media content

calendar?


Step 5: Define What Success Means, Short and Long-Term. Are people sharing the

content with their networks? Metrics: Number of shares, number of Tweets, number of Pins, etc.

Is your audience interested in learning more? Metrics: Requests for additional information, completion of content forms, traffic to your site.


Step 5: Define What Success Means, Short and Long-Term. Are people sharing the

content with their networks? Metrics: Number of shares, number of Tweets, number of Pins, etc.

Is your audience interested in learning more? Metrics: Requests for additional information, completion of content forms, traffic to your site.


Step 5: Define What Success Means, Short and Long-Term. Is the audience engaging with

the content? Metrics: number of comments, shares, downloads, likes along side time on page, pages per visits, repeat visits

What sources are driving your on-site traffic? Metrics: Keyword performance, referrals, organic search results, campaign traffic

Or other consumption/brand metrics like: Increase in conversions Increase in organic traffic to

targeted digital Increase in audience engagement increase in brand awareness

Social Media Strategic Planning Step 6. Prepare to

Monitoring your social media channels. See complaints and address

them immediately Share the compliments (with

a simple “Thank You”) Help solve customer problems

(and let others see) Answer questions Know what’s next Manage crisis (before they

escalate) Monitor the competition Spot the trends Discover your influencers

(brand advocates) Reach potential prospects


Step 7: Use analytics to track progress and adjust your strategy as need. Have you established the metrics by which

you'll measure social media success? Do you have an analytics or measurement

tool prepared to track these metrics? How often will you analyze your results? Are you prepared to quickly change your

strategy in response to these results?

SOCIAL MEDIA STRATEGIC PLANNINGExercise