Social Media Tactical Plan
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This document outlines a tactical social media plan for an organization. It includes assigning ownership of social media channels, creating buyer personas, training sales teams, and establishing a social media policy for employees. It then provides objectives, action items, and key metrics for various social media channels including blogs, Facebook, LinkedIn, Twitter, Google+, Pinterest, online video platforms, photo sharing sites, and presentation sharing platforms. The goal is to increase brand awareness, thought leadership, engagement, lead generation, and conversions through an integrated social media strategy.
Social Media Tactical Plan
- 1. 2015 SAMPLE TACTICAL PLAN SOCIAL MEDIA
- 2. 2 First Things First Before you get started on your social media initiatives, here are some action items to keep in mind: • Assign ownership of each channel/strategy to someone within your organization • Create buyer personas and know which personas are on which social media sites • Train your sales teams to use social media for lead generation and customer acquisition • Create a social media policy and distribute it to your employees—also distribute it to your agencies • Encourage employees to be active participants in social media—don’t be afraid to incentivize! BLOG3 4 7 8 9 SOCIAL NETWORKS ONLINE VIDEO PHOTO SHARING SITES PRESENTATION SHARING TABLE OF CONTENTS
- 3. 3 X hours daily/weekly/monthly Objectives • Increase brand awareness • Increase thought leadership throughout your industry • Encourage comments and engagement • Lead generation through blog subscription • External linking Action Items √√ Choose managing editor to own the blog √√ Choose a blogging platform √√ Create an internal blog evangelist program to get employees to contribute √√ Decide on a weekly cadence √√ Recruit guest bloggers √√ Add social sharing icons √√ Add a Tweet This button √√ Promote each blog on social channels BLOG Key Metrics • X number of posts • X number of bloggers • X number of social shares • Audience growth—unique and return visitors • Conversions • Subscriber growth • Inbound links • Directory listings for infographics • SEO improvement
- 4. 4 X hours daily/weekly/monthly Overarching Action Items √√ Choose owner for all of social media √√ Set up social media posting cadence √√ Choose a social media management platform √√ Determine social media voice √√ Set up an employee social sharing platform like GaggleAmp SOCIAL NETWORKS FACEBOOK Objectives • Brand awareness and engagement • Lead generation or customer acquisition • Share a mix of relevant links, blog posts, and engaging content • Promote upcoming events • Engage with influencers Action Items √√ Set up sponsored posts and ads √√ Set up Facebook tabs that sync to your marketing automation platform Key Metrics • X number of posts per day • Page follows • Likes • Engagement and comments • Referring traffic • Shares • Lead generation/new customers
- 5. 5 X hours daily/weekly/monthly SOCIAL NETWORKS LINKEDIN Objectives • Brand awareness and engagement • Lead generation or customer acquisition • Share a mix of relevant links, blog posts, and engaging content • Promote upcoming events • Engage with influencers Action Items √√ Create and join relevant groups √√ Encourage employee participation √√ Monitor and participate in Q&A √√ Set up sponsored posts and ads Key Metrics • X number of posts per day • Page follows • Comments, likes, and shares • Group participation • Referring traffic • Lead generation/new customers TWITTER Objectives • Brand awareness and engagement • Lead generation or customer acquisition • Share a mix of relevant links, blog posts, and engaging content • Segment influencers and create lists • Communicate issues from social media to support team and ensure follow-up • Listen and respond to relevant conversations • Build reputation Action Items √√ Utilize promoted tweets and pinned tweets √√ Set up Twitter Lead Generation cards Key Metrics • X number of posts • Followers • Mentions • Retweets • Number of lists • Hashtag usage • Influence of Twitter followers • Lead generation or customer acquisition • Referring traffic • Favorited tweets (continued)
- 6. 6 X hours daily/weekly/monthly SOCIAL NETWORKS GOOGLE+ Objectives • Brand awareness and engagement • Lead generation or customer acquisition • Share a mix of relevant links, blog posts, and engaging content Action Items √√ Optimize for SEO and set up Google rel=author tag √√ Create and promote upcoming events √√ Utilize Google+ hangouts Key Metrics • X number of posts • Google+ circle adds/follows • Google+ mentions • Google +1 • Referring traffic PINTEREST Objectives • Brand awareness and engagement • Lead generation or customer acquisition • Share a mix of relevant imagery—both brand-related and fun Action Items √√ Create boards leveraging both content and company culture √√ Follow other businesses, thought leaders, customers, and partners Key Metrics • Pins • Repins • Followers • Purchases from pin • Referring traffic (continued)
- 7. 7 X hours daily/weekly/monthly ONLINE VIDEO YOUTUBE, VIMEO, VINE, INSTAGRAM VIDEO Objectives • Brand awareness and engagement • Viral sharing • Showcase company culture • Post product videos and demos • Create a video series to share Action Items √√ Determine ownership of video execution √√ Choose a production agency √√ Determine distribution channels √√ Create social strategy for promotion √√ Get customers, partners, and influencers involved in video creation Key Metrics • Views • Shares • Referral traffic • Pages ranking on key terms from YouTube
- 8. 8 INSTAGRAM, TUMBLR, FLICKR, SNAPCHAT Objectives • Brand awareness • Engagement with visual assets • Showcase products • Showcase company culture • Showcase marketing events • Link back to website, blog, and other content assets Action Items √√ Determine ownership of photo sites √√ Decide on general branding guidelines for photos √√ Encourage employees to participate and share their own photos Key Metrics • Referral traffic • Shares and comments • View of photos • Page rankings on key terms from photo sharing sites • Product purchasing and lead generation X hours daily/weekly/monthly PHOTO SHARING SITES
- 9. 9 SLIDESHARE Objectives • Brand awareness • Engagement with visual content assets • Lead generation and customer acquisition • SEO optimization • Generate additional content views Action Items √√ Determine ownership for visual content on SlideShare √√ Work on regular SlideShare presentation creation √√ Choose agency for stellar design √√ Turn on the forms feature in SlideShare so you can sync leads to your marketing automation platform Key Metrics • X number of presentations • Followers • Views • Shares • Lead generation and customer acquisition • Downloads • Favorites X hours daily/weekly/monthly PRESENTATION SHARING