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Creating A Social Media Plan
The document provides guidance on creating an effective social media plan in 6 steps: 1) Preplanning to understand customer needs and behaviors, 2) Listening to online conversations, 3) Creating target profiles, 4) Setting goals, 5) Joining conversations strategically, and 6) Measuring returns both qualitatively and quantitatively. It emphasizes the importance of transparency, engagement, expertise, and consistency across social media channels to build relationships and trust over the long-term. Budgets should allocate for both time and tools to automate processes and measure analytics and returns on investment.
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Creating A Social Media Plan
- 1. Creating a SocialMedia PlanBy: Steve ShepherdFor: Fbdiy.info
- 2. OverviewSocial Media Channels6Steps to Creating a Social Media PlanBudgeting for Social MediaGetting StartedQuestions
- 3. What is SocialMediaSocial media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. - wikipedia.org
- 4. What is SocialMedia?An ongoing conversation that’s happening RIGHT NOWA promotional channel for content distributionA long-term return on investment A steady stream of information for:ResearchFeedbackBuilding Relationships with customers, clients, contacts
- 5. Current StatisticsOver 80%of people in the US have at least 1 social media accountSocial media makes up over 17% of all online usageOvertaken email as #1 activity on the webAs of February, 2011, there were 156 million public blogsPosting almost 1,000,000 blog posts daily93% of Americans believe companies should have a social media presence 85% believe those companies should be interacting with customers
- 6. Social Media Statistics- Facebook600 Million active users worldwide 200 Million on mobile devicesMobile users are twice as active as non-mobile usersAverage user has 130 friendsOver 900 million objects people interact withPagesEventsGroupsAverage user creates 90 pieces of content/monthFastest growing segment is 35-45 years old
- 7. Social Media Statistics- Twitter110 Million registered usersSigning up 300,000 daily75% of traffic comes from outside twitter.comThird party applications55 Million tweets daily600 Million search queries on twitter search dailyPeak days to tweet are Tuesday & Wednesday
- 8. Social Media Statistics- YouTubeMore videos uploaded in 60 days than 3 largest networks create in 60 years combined35 hours of video uploaded every minuteThat’s about 200,000 Hollywood movies each week2nd largest search engine on the web3rd largest website on the webExceeds 2 Billion views dailyDouble the prime-time audience of all 3 major US networks combined
- 9. How is SocialMedia Used?Customer ServiceProduct/Service FeedbackNetworking and Job SearchingPromotionsNewsInternal communication
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- 11. Case Study: MartellHome BuildersStart using social media in May 2007Uses Twitter, SmugMug, Facebook, Blog, YelpWorks on social media 1 hour per daySold 16 homes in 2007, 40 in 2008, and over 100 in 2009Sold one home using only social mediaNever met the client in person
- 12. Case Study: MartellHome BuildersCustomer-centric strategy Fresh blog contentGPS tracking in trucks with Google MapsKeeps customers informed and workers accountable YouTube videos introduce customers to employeesSmugMug keeps photo logs of customer projectsCustomers log in to see project progressCurrently has 12,000 twitter followersTweets about projects, tips, company updates
- 13. Case Study: MartellHome BuildersWhy they are successful:Realized importance of relationships with customersTransparentWell defined Social ObjectivesInternal shared visionStreamlined communication processSell experience to customers
- 14. Creating a SocialMedia PlanPreplanningListen to the ConversationCreate Your Target ProfilesSet Specific GoalsJoin the ConversationMeasure ROI
- 15. Step 1 -PreplanningQuestions to ask internally:Where do our customers get their informationWhat influences our customers? How does information flow in our industry?What promotional channels are we currently using?Are they working?Asking questions indicates how social media can be used to complement your business goals.
- 16. Step 2 –Listen to the ConversationSecure your brand on social platformsUsernames are often uniqueUse consistent usernames across all platformsSet up monitoring channelsGoogle AlertsSocial MentionTechnoratiTwitter SearchRadian6Monitor influencers, competitors, blogs/comments, and industry news sources
- 17. Step 3 –Create Your Target ProfileFocusing on key target segments lowers marketing costsExample:Target Audience is 25-35$350 Billion in spending powerSpend 20 hours online weekly96% of them join social networksThis information can be gathered through market research, surveys, or previous studies
- 18. Step 3 –Create Your Target ProfileFind key attributes from monitoring channelsChart presence on social mediaMarket SegmentationDemographicGeographicPsychographicBehavioralisticContinue gathering customer data at each step of your plan
- 19. Step 4 –Set Specific Social GoalsIncrease brand awarenessIncrease traffic/Opt-insDevelop business partnershipsBoost SEO/SEM resultsGenerate LeadsReduce CRM costsIncrease Revenue
- 20. Step 5 –Join the Conversation3 Phases of Social EquityAwarenessQualify fans and followers as leadsEngagementIncrease long-term communicationExclusive promotions will help turn advocates into customersSocial CommerceDetermine small data set to introduce products toGather product reviews
- 21. Step 5 –Join the ConversationEstablish an Editorial CalendarChoose specific days for posting contentBe consistent – you’re a news sourceHelps stay on track and organize contentChoosing specific topics each day helps find content ideasShare calendar with everyone involved
- 22. Step 5 –Join the ConversationBe Transparent and AuthenticDon’t be evasiveOffer your name, title, experienceAdmit your interests in the topicDefine your credibilityStrive to answer questions about your authenticityDon’t focus on selling, focus on engagementEarn a reputation, then introduce trusted products
- 23. Step 5 –Join the ConversationBe the expert in your industryWrite about what you knowOffer insights to those who ask for itShare links to resources you think add to the conversationWhen customers trust your content, they’ll trust your products
- 24. Step 5 –Join the ConversationHave rules of engagement Know what to do with negative commentsDetermine who is involved in responsesAdmit to mistakes and thank those who bring it to attention Respond KindlyShare the rules with your teamTurn brand “detractors” into “advocates” People remember bad experiences, but will buy again if it’s corrected
- 25. Step 6 –Measure Your ReturnsWhat is a Return?Non-financial Visitors, word of mouth, page views, fans, followersFinancialSales, Transactions, CouponsROINot all returns have to be $$ to bring value
- 26. Step 6 –Measure Your ReturnsQualitativeAre we part of our industry’s conversation? How do our customers perceive us versus our competitors? Did we build key relationships?Are we moving from monologue to dialogue? QuantitativeWebsite AnalyticsSocial MentionsSEO RankingsLinkbacksSubscribers
- 27. Step 6 –Measure Your ReturnsEstablish before/after baselineWhat did our online environment look like before social media?What online channels were we using?What does it look like now? Determine hard numbers here5.5% conversion rate before8.5% conversion rate nowThis baseline should track at least 6 months
- 28. Step 6 –Measure Your ReturnsDevelop Activity Timeline along same baselineDiagram exact dates in which key SM activities occurred 8/11 blog started8/13 Facebook page started9/15 FB ad campaign begins9/17 FB ad endedNote Milestones on diagram500/1000/10,000 fans100 clicks to blog link
- 29. Step 6 –Measure Your ReturnsLook at Key Performance Indicators (KPI)TransactionsNew CustomersSalesRevenueAverage Order SizeUse Google Analytics to determine exact numbersWhat are the transaction precursors?Brand mentionsLoyalty metricsStore trafficFree sample offers
- 30. Step 6 –Measure Your ReturnsCircle areas where increases occurHow were specific numbers achieved? Facebook promotionProduct launchPress release Coupon offer
- 31. Budgeting for SocialMediaAllocation vs. AdditionDo you raise new funds or borrow from existing budgets?How to determine Allocation or AdditionWhat are your goals?How much is your existing marketing budget?Which current tactics work? Which are most expensive? What internal resources are available?
- 32. Budgeting for SocialMediaWhat to budget for:TimeDesign and BrandingAnalytics ToolsSocial MonitoringAutomation ApplicationsSocial Media AdvertisingOutsources/Consulting
- 33. How to GetStartedStart with platforms you can actively maintainWhat outsourcing is needed?Design, development, content management, market researchPlan your content flowWill you push content through all channels?Find tools to automate processesTweetdeckHootsuiteSendible
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