1. Strategic Planning for
Social Media Marketing
Presented by
Kevin Hoult, MBA
CERTIFIED BUSINESS ADVISOR
Your Renton SBDC
The New Word-of-Mouth Marketing

2. Welcome
• Introduction
• What Do You Want to Do?
• Review of Strategic Planning
• Matching Strategic Goals to Social
Media Marketing Opportunities
• Creating Your Successful Social Media
Marketing Plan

3. What Do You Want to Do?
• Relevant Business
Goals
• Commercialization
Mindset
• Appropriate Use of
Resources
• Timely, Actionable,
Sustainable
You Are Here

4. Strategic Planning
Vision
and
Mission
Internal
Strengths and
Weaknesses
Key Success
Factors,
Core Competencies
External
Opportunities
and Threats
Operational
Goals for
Growth
Social Media
Marketing Goals
and Expectations
Social Media
Marketing
Plan

5. S.M.A.R.T Goals
1. Specific, focused and detailed
2. Measurable inputs and outputs that can be
identified and measured
3. Assignable tasks that can be given to
specific people
4. Realistic and achievable given resource
and time constraints
5. Time-bound with a time frame

6. Who Do You Want to Reach?
• Who Are Your “Ideal Customers?”
• What is Your “Unfair Advantage?”
• What are the Target Market Segments for
Your Social Media Campaign?
• What, Specifically, Do You Want These
Customers to Do?
• How Can You Get These Customers to Take
the Desired Actions Using Social Media
Marketing?

7. Matching Business Goals
to Social Media Options
• Old Media vs. New
Media – One To One
vs. One To Many
• Limited Resources
Require Careful
Choices and ‘Laser
Beam’ Focus

8. Universal Truths of
Social Media Marketing
• You Must Listen Before You Talk
• You Must Give Before You Can Get
• You Must Be Transparent and
Authentic
• You Must Facilitate Rather Than
Dominate
• You Must Follow Rather Than Lead

9. How Do I Begin?
• Listen - Start by listening, and tracking
the relevant conversations taking place
• Respond - Start participating. Show
gratitude for nice comments, clarify or fix
problems
• Initiate - After you get a feel for social
media, start your social media effort and
invite the conversation into your space

10. Pitfalls and Pratfalls
• Start Small and Grow into Your Social
Media Marketing Efforts at Your Own
Pace
• Be Aware of the Human Capital Costs
• Make Sure Staff and Stakeholders
Clearly Understand Your Vision and
Their Roles
• Have FUN!

11. Monitoring Your Name
• What gets measured gets managed!
– Feed reader - google.com/reader
– Set up Google Alerts - google.com/alerts
– Register at Technocrati - technorati.com
– Monitor with Backtype - backtype.com
– Discussion boards - boardtracker.com
– Check tweets - www.search.twitter.com
– Monitor social media - socialmention.com

12. Let’s Get Started!
• Review Strategic
Planning
Workbook
• Specific
Examples
• Questions and
Discussion

13. Thank You
• Questions?
• What’s Next?
• Kevin has a Blog:
http://rentonsbdc.blogspot.com