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How To Create An Effective
Social Media Plan and Set Goals

Elly Deutch
August 27, 2013
#SMSSummit
AGENDA
•  Who is Elly Deutch?
•  Leveraging your marketing material for social media
•  Developing a social media strategy...
Leveraging your existing
marketing material for
social media
Lift Off

•  Create an audit
•  Get to know your team
•  Gather or develop all resources
Create audit of all existing marketing resources
-  Company background, team bios, unique attributes
-  Mission statement,...
Get to know your team
-  Understand the value that they bring to the company,
and the resources you already may have in ho...
Gather or develop marketing goals and objectives
-  What are the goals of your company?
-  What are the objectives or inte...
Developing a social media
strategy and engagement plan
IT’S AS EASY AS 1, 2, 3 (well sort of)
-  Understand your opportunity
-  Identify conversations
already happening around
y...
3 STEPS TO START CREATING CONTENT
VOICE

LANGUAGE

PURPOSE

What is your social voice?
Classy Excited Fun-loving
Sassy
Rel...
Now that you’ve built your voice,
what percentage of your messaging is about….

Products

Lifestyle/
Culture

Brand
STEPS FOR BUILDING YOUR SOCIAL STRATEGY
LISTEN

MEASURE

GOALS/
OBJECTIVES

ENGAGE

DEVELOP
STRATEGY

BUILD
CONTENT
LISTEN
Your customers are your company, so it’s imperative
to listen and learn from their feedback.
-  Do your homework an...
CREATE GOALS AND OBJECTIVES
-  What are your marketing goals and objectives for your
company?
-  Why do you want to enhanc...
DEVELOP YOUR SOCIAL STRATEGY
-  Keep your goals and objectives top of mind
-  Outline your social voice/online persona and...
START CREATING YOUR CONTENT
-  Start by writing what your company is about in 140 characters
-  Think about available reso...
ENGAGE YOUR FACE OFF
MEASURE AND EVALUATE
-  Establish metrics that are aligned with your goals and
objectives
-  Research what analytics platf...
IDENTIFYING THE RIGHT TOOLS
TO HELP YOUR COMPANY GROW
WHY DO MARKETERS USE IT
-  #1 social networking site on the web
-  More than 1.15 billion users
-  Instant and direct conn...
FACEBOOK INSIGHTS
WHY DO MARKETERS USE IT
-  600 million users, 200 million active & 400 million tweets
per day
-  Real-time news feed from ...
TWITTER ANALYTICS
WHY DO MARKETERS USE IT
-  World’s largest professional networking site
-  238m members in 200+ countries and territories
...
LINKED ANALYTICS
-  FREE company page insights
-  Ability to post company updates
and industry articles
-  Shows up in bot...
WHY DO MARKETERS USE IT
-  500m users, 343 active users
-  Optimize SEO rankings in #1 search engine
-  Professional brand...
GOOGLE+ ANALYTICS
WHY DO MARKETERS USE IT
-  World’s largest video sharing platform
-  More than 1 billion unique users visit YouTube each m...
YOUTUBE ANALYTICS
CREATIVE
COLLABORATION
GET (EXTRA) CREATIVE
-  Utilize your resources and creatively engage affiliates
-  Like, follow & interact with your partner...
SOCIALIZING YOUR WEBSITE
INTEGRATING SOCIAL INTO YOUR WEBSITE
-  Add visible social graphics and links to
your website
-  Include social sharing bu...
MAXIMIZING YOUR WEBSITE VISIBILITY
-  Optimize social channels with similar imagery as on website
-  Create online advocac...
MASTERING YOUR
SOCIAL MEDIA MARKETING
SOCIAL MEDIA GOLDEN RULES
1.  No sex, drugs & rock-n-roll…or religion or politics. Ever.
2.  Remember that nothing is ever...
MASTERING YOUR SOCIAL MEDIA STRATEGY
- 
- 
- 
- 

Don’t feel overwhelmed
Practice your 10,000 hours
Be a master of your ow...
KEY TAKEWAYS
-  Be social, don’t just be online
-  Engage, interact and be transparent with fans
and followers
-  Set up a...
QUESTIONS?
THANK YOU!
ellydeutch@gmail.com
@deutche on Twitter
http://linkedin.com/in/ellydeutch
Social Media Strategies Summit: How to Create an Effective Social Media Plan and Set Goals by Elly Deutch
Social Media Strategies Summit: How to Create an Effective Social Media Plan and Set Goals by Elly Deutch
Social Media Strategies Summit: How to Create an Effective Social Media Plan and Set Goals by Elly Deutch
Social Media Strategies Summit: How to Create an Effective Social Media Plan and Set Goals by Elly Deutch
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Social Media Strategies Summit: How to Create an Effective Social Media Plan and Set Goals by Elly Deutch

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Learn how to create an effective social media plan and how to set goals from GSMI's Social Media Strategies Summit by Elly Deutch.

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Transcript of "Social Media Strategies Summit: How to Create an Effective Social Media Plan and Set Goals by Elly Deutch"

  1. 1. How To Create An Effective Social Media Plan and Set Goals Elly Deutch August 27, 2013 #SMSSummit
  2. 2. AGENDA •  Who is Elly Deutch? •  Leveraging your marketing material for social media •  Developing a social media strategy and policy •  Identifying the right social marketing and analytical tools •  Collaborating on all your resources •  Socializing your website
  3. 3. Leveraging your existing marketing material for social media
  4. 4. Lift Off •  Create an audit •  Get to know your team •  Gather or develop all resources
  5. 5. Create audit of all existing marketing resources -  Company background, team bios, unique attributes -  Mission statement, objective, & company purpose -  Press releases, media kit & communications materials -  Past & current partners, sponsors or affiliates -  Website materials & managers contact information -  Email marketing materials & database -  Image Database -  Shared drive
  6. 6. Get to know your team -  Understand the value that they bring to the company, and the resources you already may have in house -  Try a team building exercise to get to know all the members in your organization -  Encourage the advancement of learning and education -  Touch base every week or every other week and implement fun “non-work” related activity
  7. 7. Gather or develop marketing goals and objectives -  What are the goals of your company? -  What are the objectives or intentions of your company? -  What is the purpose of having a marketing strategy? -  How do you currently integrate these goals & objectives into your marketing? -  How will you synergize these efforts with your social media plan?  
  8. 8. Developing a social media strategy and engagement plan
  9. 9. IT’S AS EASY AS 1, 2, 3 (well sort of) -  Understand your opportunity -  Identify conversations already happening around your brand and integrate with your current marketing strategy -  Engage in conversation and establish your social stature to become an influencer in the social space
  10. 10. 3 STEPS TO START CREATING CONTENT VOICE LANGUAGE PURPOSE What is your social voice? Classy Excited Fun-loving Sassy Relatable Easy-going What type of language do you want to use to build your online persona? Authentic Understanding Demanding Action-oriented Family-friendly Realistic What is the purpose of your voice and messages you are sending to your customers? Reward Entertain Provide sustenance Connect Amuse Environment
  11. 11. Now that you’ve built your voice, what percentage of your messaging is about…. Products Lifestyle/ Culture Brand
  12. 12. STEPS FOR BUILDING YOUR SOCIAL STRATEGY LISTEN MEASURE GOALS/ OBJECTIVES ENGAGE DEVELOP STRATEGY BUILD CONTENT
  13. 13. LISTEN Your customers are your company, so it’s imperative to listen and learn from their feedback. -  Do your homework and look at what people are currently saying about your brand online -  Identify key influencers -  Keep an open mind and take everything into consideration -  Decide which networks generate the most conversations and also serve a purpose for your brand* -  Analyze customer feedback (and track sentiment over time) -  Assess overall convos, and plan on best ways to engage
  14. 14. CREATE GOALS AND OBJECTIVES -  What are your marketing goals and objectives for your company? -  Why do you want to enhance your social media presence? -  What synergies do you see between your traditional marketing and your social marketing? -  How can you align your goals and objectives within the social space to maintain a consistent social voice? -  How can you help set reasonable, realistic guidelines and expectations for your company?
  15. 15. DEVELOP YOUR SOCIAL STRATEGY -  Keep your goals and objectives top of mind -  Outline your social voice/online persona and stay consistent -  Create “Rules of the Road” guidelines for fans and employees -  Determine relevant topics, themes, news that you will engage in -  Start the dialogue with open-ended questions, photos, promotions, campaigns, and loyalty programming -  Monitor and scan pages for comments, feedback and fan inquiries -  Integrate response protocol tactics and crisis escalation plan
  16. 16. START CREATING YOUR CONTENT -  Start by writing what your company is about in 140 characters -  Think about available resources and material -  Break down content by topics and content buckets -  Promote company features, goals & mission in your social voice -  Keep it positive, relevant and fresh -  Write posts that would capture your eye as a consumer -  Get creative, especially with your partners and/or sponsors -  Position your company as an industry thought leader and influencer -  Test the waters and rinse, repeat
  17. 17. ENGAGE YOUR FACE OFF
  18. 18. MEASURE AND EVALUATE -  Establish metrics that are aligned with your goals and objectives -  Research what analytics platform would be best to help you achieve your goals OR develop a dashboard to track these metrics over time -  Analyze, evaluate and implement key learnings into evolving social media strategy
  19. 19. IDENTIFYING THE RIGHT TOOLS TO HELP YOUR COMPANY GROW
  20. 20. WHY DO MARKETERS USE IT -  #1 social networking site on the web -  More than 1.15 billion users -  Instant and direct connection with consumers -  Photos and videos are most shareable content -  Ease of engagement and user generated content -  Variety of content options -  Innovative and on the forefront of digital tech
  21. 21. FACEBOOK INSIGHTS
  22. 22. WHY DO MARKETERS USE IT -  600 million users, 200 million active & 400 million tweets per day -  Real-time news feed from around the globe -  Connection to resources you’ve never had access to before -  Transparency and authenticity -  Instant customer service -  Standard for mobile marketing
  23. 23. TWITTER ANALYTICS
  24. 24. WHY DO MARKETERS USE IT -  World’s largest professional networking site -  238m members in 200+ countries and territories -  Network includes multitude of Fortune 500 companies and 85 of the Fortune 100 companies for corporate talent search -  More than 2.6m Company Pages -  More than 1m Groups worldwide
  25. 25. LINKED ANALYTICS -  FREE company page insights -  Ability to post company updates and industry articles -  Shows up in both desktop and mobile devices -  Especially great for tracking B2B relationships
  26. 26. WHY DO MARKETERS USE IT -  500m users, 343 active users -  Optimize SEO rankings in #1 search engine -  Professional branded page like LinkedIn -  Control your content with Circles -  Opportunity to connect with broader fan base -  Google apps integration -  Google+ Hangouts/video chats -  Notifications
  27. 27. GOOGLE+ ANALYTICS
  28. 28. WHY DO MARKETERS USE IT -  World’s largest video sharing platform -  More than 1 billion unique users visit YouTube each month -  4 billion views per day -  25% of global video views on YouTube come from mobile -  According to Nielsen, YouTube reaches more US adults ages 18-34 than any cable network -  100 hours of videos are uploaded each minute
  29. 29. YOUTUBE ANALYTICS
  30. 30. CREATIVE COLLABORATION
  31. 31. GET (EXTRA) CREATIVE -  Utilize your resources and creatively engage affiliates -  Like, follow & interact with your partners and sponsors -  Connect with the digital managers of the companies you work with to team up and do great things -  Create content surrounding current campaigns of partners or sponsors -  Install cross-channel marketing strategy -  Promote unique relationships and online connections
  32. 32. SOCIALIZING YOUR WEBSITE
  33. 33. INTEGRATING SOCIAL INTO YOUR WEBSITE -  Add visible social graphics and links to your website -  Include social sharing buttons to your website -  Utilize free blogging platforms with built-in social features like Wordpress -  Embed social links into your website pages and blog posts -  Integrate social analytic tracking tools within your website infrastructure (i.e. Google Analytics)
  34. 34. MAXIMIZING YOUR WEBSITE VISIBILITY -  Optimize social channels with similar imagery as on website -  Create online advocacy/loyalty program for returning customers -  Utilize Google Ad Words or Facebook Ads to drive traffic -  Identify media and relevant industry influencers, new customers and returning visitors to your website -  Run progressive fan campaign to get X number of brand advocates/visitors to your site by Y date for everyone to win Z -  Always analyze your progress and evolve your social strategy
  35. 35. MASTERING YOUR SOCIAL MEDIA MARKETING
  36. 36. SOCIAL MEDIA GOLDEN RULES 1.  No sex, drugs & rock-n-roll…or religion or politics. Ever. 2.  Remember that nothing is ever “deleted.” 3.  Avoid breaking news stories, unless 100% brand relevant. 4.  Speak as the brand, not as yourself. 5.  Tell the truth. Always. 6.  Own your mistakes. 7.  You’re only as good as the company you keep. 8.  Be worth following.
  37. 37. MASTERING YOUR SOCIAL MEDIA STRATEGY -  -  -  -  Don’t feel overwhelmed Practice your 10,000 hours Be a master of your own mind Set yourself up for success, but learn from your failures -  Educate yourself and learn from others -  Influencers -  Top companies -  Blogs -  Help section -  FAQ - Keep an eye on your competition
  38. 38. KEY TAKEWAYS -  Be social, don’t just be online -  Engage, interact and be transparent with fans and followers -  Set up a reasonable strategic plan for your organization, including analysis tactics on how to track your success -  Believe in your brand -  Engage, network and always remember to have fun!
  39. 39. QUESTIONS? THANK YOU!
  40. 40. ellydeutch@gmail.com @deutche on Twitter http://linkedin.com/in/ellydeutch
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