Creating a social media marketing plan
- 6. Social Media Experts to Follow • Dan Zarrella, Social Media Scientist • Jason Keath, Social Fresh • Chris Brogan, AdAge • Mashable.com • Socialmediatoday.com • social‐media.alltop.com
- 7. Evaluate Current Marketing Channels • Website • Direct marketing via U.S. Mail • Email, Email campaigns • Outreach programs • Phone • Newsletters • Newspaper & magazine advertising • TV, radio & other
- 9. Statistically & Financially Ask yourself: • Am I reaching my intended targets? • Do the channels currently used reflect my mission? • What overall message does my brand communicate?
- 11. What’s Missing? • What’s missing from my current marketing? • Where do existing channels being used fall short? • Are there people we should target, but aren’t? • On‐line presence: Are we passive participants or active engagers?
- 12. What is My Business Connection to Social Media? • How much awareness is there of social media in my company? • What is the current “web‐reach” of all staff in my company? • Is there an understanding that social media can be measured and create a positive ROI?
- 14. Competitive Assessment (SWOT): • What are my competitors doing in this space already? • What can I borrow from them? • What sites have the most activity related to my business?
- 17. Solidify Your Social Media Goals • What am I trying to accomplish with my social media campaign? • Do I want to build better relationships? • Raise awareness about my cause or products? • Increase website traffic?
- 18. Solidify Your Social Media Goals • Build my base? • Inspire people to action? • Increase donations and volunteerism? • Who are the big influencers in my field?
- 19. Solidify Your Social Media Goals • What top on‐line communities should my company join and participate in? • What values does my company want to promote? • What attitudes need to be changed in my company and staff?
- 20. Solidify Your Social Media Goals • Which social media channels best suit my goals? • My brand story? • My resources? • My target?
- 21. Brand Essence • What’s my brand essence and how will I communicate that with Social Media? • What is the typical sales cycle for my product? • How much trust do I need to build before I can make a sale? (Note: The more expensive the product, the more trust needs to be built.)
- 24. Seth Godin • As Seth Godin said on his blog, “It’s a process, not an event.” • In business, companies shouldn’t invest in social media expecting quick results • Social media is a process of building relationships with potential clients, and maintaining good relationships with existing customers.
- 26. Tactical Plan Overview & Execution: SMART Goals • What are my SMART Goals for this plan? • How will I be held accountable for them? • Which tools am I going to use to measure the success of my social media efforts?
- 27. Tactical Plan Overview & Execution: Persona • A persona is a archetype, a description of individual(s) that represent my target, not real people. • When identifying your persona, define: – Traits ‐ What’s important to them – Habits ‐ Where they shop, eat, play – Attitudes ‐ About work, life, partners and friends
- 28. Tactical Plan Overview & Execution: Persona • An effective social media “Persona” – Helps create a social media strategy of ideal scope and size – Makes your message focused and on‐point – Unifies and provides cohesive theme – Is easily grasped by your target audience – Matches your niche
- 30. Tactical Plan Overview & Execution: Platforms & Staff • Which Social Media platforms am I going to use for my social media strategy? • Do I have enough staff? Do I need to hire more staff? Do I have the “right” staff? • Are there any volunteers who are willing to help with our social media efforts?
- 31. Tactical Plan Overview & Execution: Staff • Does your staff have enough time to be and remain engaged in the social media networks you choose? • Does your staff have the skills needed for social media interaction? • Will your staff convey the branding and mission issues most important to the company? If not, HIRE THE RIGHT TEAM!