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Social media plan strategy & process
This document outlines a 9-step social media planning and strategy process. The steps include listening to understand conversations about the brand, identifying business needs for using social media, understanding the target audience, setting goals, developing strategies to achieve goals, selecting appropriate social media channels, creating engaging content, tracking performance, and building a team to execute the plan. The strategies aim to increase brand awareness, engagement, actions, and loyalty through an active presence and inspiring content across key social platforms. Metrics like impressions, engagement, and conversions will track success.
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Social media plan strategy & process
- 1. SOCIAL MEDIA PLAN Strategy, planning & deployment process
- 2. choice on whetherwe do We don’t have a social media, the question is how well we do it. Erik Qualman, American author of Socialnomics
- 3. A business pitch: Socialmedia planning & strategy in 9 steps
- 4. So what wehave today! Identify Know Listen needs audience Goals Results Build a team Create Select Crack content channels strategy
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- 6. Listen what peopleare talking about your brand and find out where they are publishing
- 7. Plug social mediamonitoring tools into brand listening and competition tracking • Track keywords relevant to your business • Know the sentiments and share of voice • Set instant alerts using google alerts, twilert, RSS, etc.
- 8. Study your brand’smarketing initiative List down the best practice social media campaigns for reference Reserve & secure your username across social networks before the competitor does.
- 9. Identify needs IDENTIFY BUSINESS NEEDS
- 10. Identify why yourbusiness should or wants to be in social media You need a strong reasons; • Your competition is using it. • Your target audience is there, looking for information that your business should provide • It’s the next generation of WORD OF MOUTH marketing • Enhance brand exposure, experience and increase revenue • Social media can help reduce the cost of customer relation • You want to build a sphere of your influence
- 11. Know audience UNDERSTAND YOUR CUSTOMER
- 12. Define your audienceprofile Employee Partner Customer Influencer
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- 15. Establish your goals/objectives REACH •Get closer to the audience wherever they are •Create awareness about business offerings AWARENESS •Increase traffic & page views •Get visible in search results •Ignite conversation and engagement with brand •Invite audience to participate in brand activities ENGAGE •Encourage and influence them to spread a word about your marketing activities •Collect database ACTION •Generate leads & demand •Increase footfalls and sales •Provide & improve customer service LOYALTY •Reduce the cost of CRM •Build relationship by providing inspiring and beneficial content
- 16. Crack strategy What’re the strategy actions?
- 17. The strategies helpsachieve objectives Be present and Build leading social presences - no. of fans/followers/subscribers - monthly growth rate active in key social media sites Seize the ownership in this space and be active brand - % of our social presences Enable cross- Develop effective channel within the organization across the key functions - quality content/feedback - response time - proper utilization of effort functional collaboration and Integrate into marketing mix participation - % of social campaigns leading to on-ground activities - social channel awareness
- 18. The strategies helpsachieve objective …contd Share and spread Ignite conversation and engagement - impressions/clicks - engagement rate (likes/comments/shares) - sentiments inspiring & beneficial content Seek audience participation by providing reasons in order to drive footfalls/sales that portrays brand - registrations - gifts/coupons distribution - referrals - conversions values Sustain and Build long term relationship with audience by providing customer service - Customer satisfaction - positive word of mouth continue to influence your audience.
- 19. Select channels Select a right mix of channels
- 20. Build a listof channels, which are appropriate to your strategy. And reason why? Blogging Message Photo Boards Sharing Key Social Platforms Video Micro Sharing Blogging Social networking
- 21. Create content Build a storyline for audience
- 22. Content is king.And it can be anything! News/ Events FB apps Question /Poll Tips/ Advice Product/ Service Campaign Sale/ FB ads Discount /Offers Fun & Festives
- 24. Build calendar. Setthe frequency. Schedule the delivery. • Build weekly or monthly calendar • Decide number of posts/format per social media site • Schedule the day and time for the post for better engagement • Use engagement tools (Hootsuite, Facebook, Tweetdeck, etc.) for scheduling the post (especially on weekends)
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- 27. Build a team YOUNEED A TEAM OF COMMANDOS WITH LATEST WEAPONS
- 28. Internal alignment. Externalintegration. Connecting customers, employees and technology together to drive efficiency and results. Brand & Tools Marketing Process Sales & HR & Support Comms Team • Who’re the people, their roles and responsibility? • What’s the process they are going to follow? • What are the tools they are going to use?
- 29. Social media guidelinesfor customers & employees
- 30. THANK YOU! Vinod Nagar, RegionalSocial Media Manager Nokia - Asia Pacific, Middle East & Africa Operations Currently, he’s working with Nokia as a regional social media manager for APAC & MEA Regions based out of Dubai. Previously worked in Ogilvy, Euro RSCG, etc. where he enjoyed working on IBM, Dell, HP, BSNL and list goes on. His entrepreneur skills drove him to build the foundation of a digital and social media company in Dubai as well. He provides digital marketing consultancy to some of media & ad agencies in Dubai. Some of the brands include Clarins, Levis, Lulu Hypermarket, Thierry Mugler, Azzaro, BITS Pilani, MBC2, Samsung, Ford, Du, Parachute, Almarai, etc. You can reach out to me at www.vinodnaagar.com ae.linkedin.com/in/vinodnaagar www.twitter.com/vinodnaagar (@vinodnaagar) Email: [email protected]