ChampionsWay Social Media Strategy
Kyle Buyers
Overall Goal
First, the main purpose of Social Media for our company needs ...
Facebook
Goals:
Quarter 3
1. Increase People Talking About This from
xxx% to xxx%
2. Increase Weekly Total Reach by 15%, f...
6. Company updates
a. Newsletters
b. Release notes
c. CEO announcements
7. Fun business facts: little-known things about m...
Estimated hours per month: 12

Measurement:
The two key performance indicators we care about overall are People Talking Ab...
Twitter
Goals:
Quarter 3
1. Increase % of leads gained from Twitter by
10%, from xxx to xxx
2. Increase mentions by 50%, f...
3. Client posts (tag them if possible and if they agree to it)
a. New client welcomes
b. Birthdays
c. Major events (new lo...
- Tweet
using
trending
hashtag

- Tweet
using
trending
hashtag

- Tweet
using
trending
hashtag
- Tweet at
popular
martial
...
Pinterest
Goals:
Quarter 3
1. Increase average re-Pins of each post
(measured 3 days after each post) from
xxx to xxx
2. I...
6.

7.

8.

9.

10.

a. Pinterest loves how-to’s. This board caters to that, and will tie in well with our Library.
Teach ...
- Pin to
Motivation
- Pin to
Feats of
Strength

- Pin to
Astounding
Kicks
- Pin to
Motivation
- Repin
someone’s
Pin
- Find...
LinkedIn
Goals:
Quarter 3
1. Increase number of company followers
from xxx to xxx
2. Have at least xxx% of MF’s connection...
There are two exceptions to this rule: first, webinars, which should be posted once a week; second,
industry events, which...
YouTube
Goals:
Quarter 3
1. Increase our YouTube subscribers by 10%,
from xxx to xxx in Q3
2. Increase our YouTube channel...
c. Product how-to’s
d. Testimonials
e. Staff videos
8. Once we shoot a promotional video, use that as the main video on ou...
Estimated hours per month: 5 (not including recording & editing time)

Measurement:
KPI’s are mainly video views, rather t...
Google+
Goals:
Quarter 3
1. Increase number of +1’s to our page by
10%, from xxx to xxx
2. Increase number of people who h...
Monthly Schedule:
Monday
- Post
monthly
contest

- Post
something
related to
current
trend on G+
- Post 2week
promotion

T...
Lounge/Blog
Goals:
Quarter 3
1. Lounge: Receive at least one daily post
from a client, lead, or prospect
2. Lounge: Respon...
Estimated hours per month: 4 (only includes monitoring and linking to other social media initiatives;
doesn’t include cust...
Community/Ning
Goals:
Quarter 3
1. xxx different people updating a status each
week
2. xxx people uploading at least one p...
d.
e.
f.

g.
h.
i.
j.

k.

l.
m.

ii. Birthdays
iii. Major events (new location, sold business, etc.)
iv. Testimonials
Use...
Estimated hours per week: .5
Estimated hours per month: 3

Measurement:
The KPI’s of the Community for Q3 are centered on ...
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Social Media Plan (2012)

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NB: Given my recent education and experience, I would make many improvements to this document. However, it will give a decent idea of how I have worked in the past, as well as how I create content, calendars, etc.

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Social Media Plan (2012)

  1. 1. ChampionsWay Social Media Strategy Kyle Buyers Overall Goal First, the main purpose of Social Media for our company needs to be decided on. Whether the same across all channels or different for each network, we need a concrete purpose before we blindly move ahead. This can be things like increased traffic to our website, branding, lead generation, customer service, etc. – but we must choose one before we move ahead. Overall we need increased engagement in all our channels, measured as discussed in each section below, as well as overall using Klout. We also must monitor KPI’s closely and often to capitalize on any immediate successes. Overall Measurement At the end of each quarter, each network will be analyzed and reviewed based on its own key performance indicators, then new goals will be set for the following quarter (keeping the yearly goals in mind).
  2. 2. Facebook Goals: Quarter 3 1. Increase People Talking About This from xxx% to xxx% 2. Increase Weekly Total Reach by 15%, from approx. xxx to xxx 3. % of fans reached: Increase the percent of our fans that each post reaches (on average) from xxx % to xxx% in Q3 Long Term (Dec. 2012 & beyond) 1. Continue to improve % of fans reached with each post 2. Continue to improve People Talking About Us NB: at this time, we are not concerned with increasing the number of likes we have, but rather reaching a larger percentage of those we already reach. Brief strategy & outline: Increase quality and relevance of content for our fans by researching the demographics of our fan base and vetting content that applies to them. Move away from the model of promoting ourselves towards a softer approach of engaging with fans through related content as well as commenting on our most connected fans’ activity as a brand. Stick to a planned posting schedule, and don’t deviate or oversaturate unless there are special circumstances (big news, urgent notification, etc.). Content: 1. Product tips: informative posts (blog article, screenshot, or video) on how to better use our software 2. Staff-related posts (tag them if possible and if they agree to it) a. Birthdays b. New staff c. Farewells 3. Client posts (tag them if possible and if they agree to it) a. New client welcomes b. Birthdays c. Major events (new location, sold business, etc.) d. Testimonials e. Fan of the month 4. Discussions: create a discussion topic that our fans will want to weigh in on 5. Questions: create polls or questions to create data that will be relevant and helpful to our fans
  3. 3. 6. Company updates a. Newsletters b. Release notes c. CEO announcements 7. Fun business facts: little-known things about major companies, popular CEOs, etc. Interesting yet brief. 8. Trivia: create engagement by providing a different opportunity to subtly stroke fans’ egos 9. Social media tips: share ways for our fans to better increase their presence and reach in social media 10. Contests: can be done in a variety of ways (win something if you share this post, upload a video to get a $25 credit, etc.). Will need a budget for discounts, swag, free services, or other motivators. 11. Promotions: similar to contests, but available to all and doesn’t require any effort on their part. Useful in highlighting a particular service we offer as well as a tool to measure how many leads our page can generate. 12. Motivational quotes: if put on a nice picture, our fan base has responded to them very positively in the past. Also, cross-posting these from Pinterest will be a nice tie-in. 13. Events: each webinar will have its own separate event page created to help field questions, build anticipation, and serve as an ongoing discussion area Monthly Schedule: Monday Tuesday Wednesday Thursday Friday Saturday Sunday - Contest - Trivia - Product tip - Discussion - Social - Inspiration - Fun media tip / Motivation business quote (link fact w/Pinterest) - Inspiration - Trivia - Product tip - Fun - Question - Social / Motivation business media tip quote (link fact w/Pinterest) - Inspiration - Trivia - Product tip - Fun - Social / Motivation business media tip quote (link fact w/Pinterest) - Promotion - Trivia - Product tip - Highlight - Fun - Question - Social - Inspiration fan of the business media tip / Motivation month fact quote (link w/Pinterest)  Staff- and client-related posts, as well as company updates as they occur  Contests, discussions, and promotions on a monthly basis (these should not be run frequently) Estimated hours per week: 2.5 hours
  4. 4. Estimated hours per month: 12 Measurement: The two key performance indicators we care about overall are People Talking About This and Weekly Total Reach, since our goal is to engage with our already sizeable fan base. Review this quarterly to determine success of the strategy and adjust as necessary. Likes and Friends of Fans will be monitored and documented for future analysis but not emphasized, as they are not part of our overall goal at this time. (Engaging with leads and customers and selling to them is more lucrative currently.) Per post, the key performance indicators are number of people Reached, number of Engaged Users, how many were Talking About This, and Virality. This is so that we might better understand what grabs our fans’ attention and encourages sharing the most. At the end of each quarter, we will review the top 20 posts and look for similarities, trends, and other successes to compound on in the future.
  5. 5. Twitter Goals: Quarter 3 1. Increase % of leads gained from Twitter by 10%, from xxx to xxx 2. Increase mentions by 50%, from xxx to xxx 3. Double retweets, from xxx to xxx Long Term (Dec. 2012 & beyond) 1. Continue to increase leads gained from Twitter 2. Continue to increase number of mentions by people other than staff 3. Continue to improve number of retweets by people other than staff 4. Increase traffic from Twitter to specific marketing campaigns Brief strategy & outline: Become more active on Twitter by posting content there purposefully, not just having it automatically stream Facebook and Pinterest updates. Begin to use hash tags more strategically, taking advantage of trending features as well as creating campaigns around certain topics we want to highlight. Overall, transform this network from a robotic, dry feed to a personable, interesting stream. Content: This list is exclusive to Twitter: 1. 2. 3. 4. Thanking/mentioning anyone who follows us who is relevant Thanking/mentioning people who retweet us Asking specifically for retweets for big announcements (webinar this week, etc.) Tweet at least once per day using one of the most popular hashtags trending on Twitter at the time, putting our own brand and spin on it 5. Tweet at the most popular martial artists (GSP, Jackie Chan, etc.) when we have something relevant and interesting to say 6. Contests: using a hashtag to win a prize, retweeting to get a ticket to our next event, etc. This list is content copied automatically from Facebook: 1. Product tips: informative posts (blog article, screenshot, or video) on how to better use our software 2. Staff-related posts (tag them if possible and if they agree to it) a. Birthdays b. New staff c. Farewells
  6. 6. 3. Client posts (tag them if possible and if they agree to it) a. New client welcomes b. Birthdays c. Major events (new location, sold business, etc.) d. Testimonials e. Fan of the month 4. Company updates a. Newsletters b. Release notes c. CEO announcements 5. Fun business facts: little-known things about major companies, popular CEOs, etc. Interesting yet brief. 6. Trivia: create engagement by providing a different opportunity to subtly stroke fans’ egos 7. Social media tips: share ways for our fans to better increase their presence and reach in social media 8. Promotions: similar to contests, but available to all and doesn’t require any effort on their part. Useful in highlighting a particular service we offer as well as a tool to measure how many leads our page can generate. 9. Motivational quotes: if put on a nice picture, these are a great tie-in with Pinterest and our fan base has responded to them very positively in the past. The following list will be copied automatically from Facebook, but should be immediately deleted from Twitter because it is not relevant: 1. Discussions: create a discussion topic that our fans will want to weigh in on 2. Questions: create polls or questions to create data that will be relevant and helpful to our fans 3. Contests: can be done in a variety of ways (win something if you share this post, upload a video to get a $25 credit, etc.). Will need a budget for discounts, swag, free services, or other motivators. Monthly Schedule: Monday - Tweet using trending hashtag - Tweet at popular martial artist / celebrity Tuesday - Tweet using trending hashtag - Begin monthly Twitter contest Wednesday - Tweet using trending hashtag Thursday - Tweet using trending hashtag - Tweet at popular martial artist / celebrity Friday - Tweet using trending hashtag Saturday Sunday
  7. 7. - Tweet using trending hashtag - Tweet using trending hashtag - Tweet using trending hashtag - Tweet at popular martial artist / celebrity - Tweet monthly promotion - Tweet using trending hashtag - Tweet at popular martial artist / celebrity - Tweet using trending hashtag - Tweet using trending hashtag - Tweet using trending hashtag - Tweet using trending hashtag - Tweet using trending hashtag - Tweet at popular martial artist / celebrity - Tweet using trending hashtag - Tweet using trending hashtag - Tweet at popular martial artist / celebrity - Tweet using trending hashtag - Tweet at popular martial artist / celebrity - Tweet using trending hashtag - Tweet at popular martial artist / celebrity - Tweet using trending hashtag - Tweet using trending hashtag - Contest wrapup Estimated hours per week: 1 Estimated hours per month: 4 Measurement: Use Klout to determine data at the end of each quarter regarding Twitter statistics. For monthly stats, use Twitalyzer or HootSuite. The most important KPI’s are retweets and mentions. Number of followers, just like our number of Likes, is unimportant – we have a big enough audience that we need to engage better with.
  8. 8. Pinterest Goals: Quarter 3 1. Increase average re-Pins of each post (measured 3 days after each post) from xxx to xxx 2. Increase followers of each of our Boards from xxx to xxx 3. Increase our overall followers of our page from xxx to xxx 4. Get at least 10% of Pinterest traffic to visit a specific landing page on our website for them a. Have 10% of them fill out a form on said site Long Term (Dec. 2012 & beyond) 1. Continue to increase number of re-Pins 2. Continue to increase number of Board followers 3. Continue to increase number of page followers 4. Continue to drive traffic to our website 5. Also, any specific marketing campaign landing pages Brief strategy & outline: The nature of Pinterest is exceptionally visual with a side of social. As such, we will have to think visually. This means pinning things that are relevant to our clients/potential clients rather than things we produce. We will also have to monitor the comments and engage with other boards/brands/users. Our strategy for becoming visually stunning and incredibly share-able is below. Content: 1. New Board: Astounding Kicks a. This board is comprised of awesome-looking kicks – whether flexible, spinning, flipping, or anything else that is eye-popping, this is the Board for it. Create a sense of “whoa.” 2. New Board: Kids’ Martial Arts a. Anything involving kids and martial arts goes here. The cuter, the better. Create the “awww” factor. 3. New Board: Motivation a. This is the place for motivational quotes, inspiration, etc. A strong image with an inspiring quote from a celebrity belongs here. 4. New Board: Feats of Strength a. This board is complimentary to the Astounding Kicks board, but focuses on a more overall approach. This is the place not just for punches but breaks, unbelievable pushups, et cetera. Make the viewer feel empowered. 5. New Board: How to Hit the Next Level
  9. 9. 6. 7. 8. 9. 10. a. Pinterest loves how-to’s. This board caters to that, and will tie in well with our Library. Teach the viewers something (using an image primarily) – how to become more flexible, how to remember a kata, etc. Help them learn. New Board: Ideas for School Owners a. This Board favors our clients more, and is a great tie-in with our webinars. Not only do we share the recordings, but we create great quotes from them, as well as design howto’s specifically created for school owners (AKA our clients and ideal prospects). Again, help them learn. New Board: Just For Fun a. Anything that’s amusing or timely/relevant goes here. A good cartoon, a news story, or a holiday greeting would all be good things to Pin to this Board. New Board: Our Incredible Clients a. If any new clients join, Pin a photo of them or their school. Also, any VIP/existing clients go here. This is a great place to tie in our testimonials as well. Revamp existing Board: Our Team a. If any new staff are hired, Pin a photo (with their approval). Any releases or monthly syncs should go here, as well as any recent successes (belt tests, etc.). The goal is to personify and humanize the company. Contests: Each month, have one contest that ties in to one of the boards in some way. “Pin your greatest kick,” “Re-pin your favorite photo of ours,” things like that. Get people sharing and have our name and brand get out there. Monthly Schedule: Monday - Pin to Astounding Kicks - Pin to Motivation - Repin someone’s Pin - Find someone to follow - Pin to Kids’ Martial Arts - Pin to Motivation Tuesday - Pin to Kids’ Martial Arts - Start monthly contest Wednesday - Pin to Feats of Strength - Pin to How to Hit the Next Level Thursday - Pin to Astounding Kicks - Repin someone’s Pin - Find someone to follow Friday - Pin to Kids’ Martial Arts Saturday - Pin to Feats of Strength - Pin to Ideas for School Owners Sunday - Pin to Astounding Kicks - Repin someone’s Pin - Find someone to follow - Pin to Feats of Strength - Pin to Astounding Kicks - Pin to Ideas for School Owners - Pin to Kids’ Martial Arts - Pin to Feats of Strength - Pin to Astounding Kicks - Pin to How to Hit the Next Level - Repin - Pin to Kids’ Martial Arts
  10. 10. - Pin to Motivation - Pin to Feats of Strength - Pin to Astounding Kicks - Pin to Motivation - Repin someone’s Pin - Find someone to follow - Pin to Astounding Kicks - Repin someone’s Pin - Find someone to follow - Pin to Kids’ Martial Arts - Repin someone’s Pin - Find someone to follow - Pin to Kids’ Martial Arts - Pin to How to Hit the Next Level - Pin to Feats of Strength - Pin to Ideas for School Owners someone’s Pin - Find someone to follow - Pin to Feats of Strength - Pin to Astounding Kicks - Repin someone’s Pin - Find someone to follow - Pin to Astounding Kicks - Repin someone’s Pin - Find someone to follow - Pin to Kids’ Martial Arts - Wrap up monthly contest - Pin to Kids’ Martial Arts - Pin to Ideas for School Owners - Pin to Feats of Strength - Pin to Feats of Strength - Pin to How to Hit the Next Level - Pin to Astounding Kicks - Repin someone’s Pin - Find someone to follow Estimated hours per week: 1.25 Estimated hours per month: 6 Measurement: Similar to Facebook and Twitter, the KPI here is sharing. However, the difference is that we are still trying to establish a presence here, so unlike Facebook/Twitter we do need to get more followers of our Boards and our brand page since the numbers are too low at the moment. Thus, our primary goal is to increase sharing, and our secondary goal is to increase our follower base (both as measured in the Goals section).
  11. 11. LinkedIn Goals: Quarter 3 1. Increase number of company followers from xxx to xxx 2. Have at least xxx% of MF’s connections be martial arts school owners Long Term (Dec. 2012 & beyond) 1. Continue to increase number of company followers 2. Continue to grow & develop MF’s connections Brief strategy & outline: Historically LinkedIn has failed to deliver any worthwhile leads for us, so rather than use it as a lead generation tool the goal is to use it as the face of the company, as well as make MF more public to familiarize others with our founder & CEO. The purpose here is not to deliver sales, but to improve our brand image overall. The challenge, then, is how to do this measurably. Content: 1. Have Master Farid (or whoever manages his account) connect with any other martial arts school owners; build his network as CEO and school owner. 2. Any big changes with the company should be posted as a company status/update – new employees, farewells, new product releases, etc. 3. Our relevant, well-written blog posts should be linked to from the company page and from MF’s page as well. Note that this does not include every blog post – nothing about MMA news and the like, strictly things we write to establish ourselves as experts in our field. 4. Due to LinkedIn’s tone and purpose, keep posts professional and business-related. Anything overly/exclusively visual or not directly related to martial arts should be avoided. Facebook and Pinterest are far better for that kind of material. 5. Unlike the other networks, LinkedIn should not be running any contests or promotions. Again, keep things strictly professional and informative. 6. Use LinkedIn to market anything that further establishes our credibility, with special focus on webinars and upcoming events. Monthly Schedule: Due to the drastically different approach with LinkedIn (versus other networks), combined with each item being reactionary and having very few elements of being proactive, there is no schedule for content. Rather, it should be posted on an “as-it-happens” basis.
  12. 12. There are two exceptions to this rule: first, webinars, which should be posted once a week; second, industry events, which will be posted every other week with a link to our related webpage. Estimated hours per week: 1 Estimated hours per month: 4 Measurement: Because we are using LinkedIn for branding and industry presence, the KPI’s are the number of people who follow our company and the percentage of MF’s connections that are school owners. At this time metrics such as employees, their connections, and number of posts are irrelevant to our main LinkedIn strategy.
  13. 13. YouTube Goals: Quarter 3 1. Increase our YouTube subscribers by 10%, from xxx to xxx in Q3 2. Increase our YouTube channel views by 2%, from xxx to xxx in Q3 Long Term (Dec. 2012 & beyond) 1. Get 250+ views of each monthly sync/release within one week of its posting 2. Generate and post at least one testimonial per month 3. Have our main promotional video(s) garner 1,000+ views within 6 months of their posting date Brief strategy & outline: Video networks are our main place to not only post videos, but host them and track their successes when we embed them elsewhere for other campaigns. We will track the data to determine where our videos earn the most views, as well as determine what our viewers are most interested in. Because we use these sites primarily for hosting and data tracking, at this time we are not concerned as much with the social aspect – comments, connections with other users, and similar approaches are not the primary focus of our marketing in this medium. Finally, these will also be our main location for creating how-to’s for our products (which will also be linked to via our related Pinterest Board). Content: 1. 2. 3. 4. 5. Post each webinar one week after it is held Post all client testimonials we receive and/or create Post each monthly sync/CEO announcement video Post all release notes highlighting our great new features Post how-to videos for each main branch of our software: scheduler, attendance, reports, etc. a. Have these created by customer service and released consistently to help our customers better understand the product 6. Create several entertainment-themed playlists that clients can watch rather than looking through videos and leaving our front page a. Best movie fight scenes b. Greatest knockouts c. Martial arts techniques 7. Create playlists for our various categories of videos a. Release notes/CEO announcements b. Webinars
  14. 14. c. Product how-to’s d. Testimonials e. Staff videos 8. Once we shoot a promotional video, use that as the main video on our profile page as well as the “face” of any of our video endeavors; in other words, put our best food forward in the video realm. 9. Contests should not necessarily be run primarily through YouTube/Vimeo, but they should still have a video element every so often. “Post you doing your favorite technique and enter to win 1 month free service,” “post a testimonial and enter to win 6 months of our Library free,” etc. These posts can be Tweeted at us or linked on our Facebook (can’t be FB videos though, since we will want to be able to embed and track these) and considered an entry – thus, while not entirely based on the YouTube/Vimeo network, they will still be considered part of the video strategy. Monthly Schedule: Monday Tuesday Wednesday Thursday - Post webinar 1 - Post howto video of one feature of PM - Post webinar 2 Friday Saturday - Add one cool new video to one of our entertainment playlists - Add one cool new video to one of our entertainment playlists - Add one cool new video to one of our entertainment playlists - Post monthly - Be sure to sync/CEO have 1 announcements client testimonial posted by the end of the month, minimum Estimated hours per week: Varies from .5 to 2 (not including recording & editing time for our videographer) Sunday
  15. 15. Estimated hours per month: 5 (not including recording & editing time) Measurement: KPI’s are mainly video views, rather than number of likes, favorites, or comments. We do this because we will be measuring how engaged people are with the videos by what percent of it they watch before they leave the page. Given the nature of our videos (shot mainly to be helpful for potential clients & clients rather than shareable and viral), we don’t expect many comments or shares, nor do we make them a priority. Thus, there are two main metrics we will observe and document: views for each video and how many people are watching/subscribing as a whole. Finally, although not a specific goal within the video strategy, we will be monitoring how many people watch the videos all the way to the end, as well as what major points within videos people tend to drop off so we can improve our offering and learn from our shortcomings.
  16. 16. Google+ Goals: Quarter 3 1. Increase number of +1’s to our page by 10%, from xxx to xxx 2. Increase number of people who have us in their circles by 10%, from xxx to xxx Long Term (Dec. 2012 & beyond) 1. Continue to increase number of +1’s to our page 2. Continue to increase number of people who have us in their circles Brief strategy & outline: Our Google+ page is still getting off the ground. It is off to a good start, but still lacks momentum and weekly engagement. In order to boost interactions, we must first boost our numbers; thus, the strategy of G+ (unlike Facebook and our other channels) is to increase +1’s and circles in Q3 and the remainder of the year. Once we have weekly (or even daily) interactions, at least 500 +1’s, and 350+ have us in their circles, it will be time to revisit and redevelop the strategy. Content: 1. Hangouts: our page will host two monthly hangouts: one with a sales staff for potential customers, and one by a customer service employee for current clients. 2. Take best posts of Facebook during the month and re-share here a. Don’t overdo it; do not make G+ too similar to Facebook! 2 to 3 of the same post per week maximum 3. Google+ has an advantage over Facebook in that it has trends and hashtags right on its front page. Thus, similar to Twitter, we will post at least twice weekly to capitalize on what’s hot and get ourselves more exposure. 4. Events: Google+ recently released (June 2012) their Events feature, which has great potential for in-person events (although not online or virtual events). We will incorporate this with our next major company event, CWAY, to not only increase our social reach but have an already welldesigned area for those looking to follow in real-time and reminisce later.
  17. 17. Monthly Schedule: Monday - Post monthly contest - Post something related to current trend on G+ - Post 2week promotion Tuesday - Post something related to current trend on G+ - Post something related to current trend on G+ - Post something related to current trend on G+    Wednesday - Hangout: customer service - Post something related to current trend on G+ - Hangout: sales Thursday - Post something related to current trend on G+ Friday Saturday Sunday - Post something related to current trend on G+ - Post something related to current trend on G+ - Celebrate monthly contest and declare winner - Close promotion Staff- and client-related posts, as well as company updates as they occur Contests and promotions on a monthly basis (these should not be run frequently) Cross-posting with Facebook as necessary, although not often Estimated hours per week: 1.25 (not including Hangout time, only setup) Estimated hours per month: 5 (not including Hangout time, only setup) Measurement: As stated in the goals and outline, the initial objective of Google+ will be to grow our numbers. Thus, the two key performance indicators will be number of +1’s to our page (this does not include any outside webpages of ours, only our main profile page) and the number of people who have us in their circles.
  18. 18. Lounge/Blog Goals: Quarter 3 1. Lounge: Receive at least one daily post from a client, lead, or prospect 2. Lounge: Respond to all posts within 24 hours 3. Blog: Create at least 1 post per month (videos acceptable) Long Term (Dec. 2012 & beyond) (Same as quarterly goals) 1. Respond to any post on our Lounge within 24 hours, regardless of business day, holiday, etc. 2. Praise any big client successes by having more than one employee respond Brief strategy & outline: Our Lounge serves as a place people can post and talk with us once they are signed up and in the system – it is not public. Our blog is public, but currently used infrequently. However, the main reason we would use a blog is to increase our SEO and/or establish our expertise and credibility in a subject. Given that we already rank very high on SEO and have been known as the main software for martial arts schools for over a decade, there is no reason to reboot our blog and dedicate time writing articles to accomplish things we are already doing well. Overall, our main goal for these mediums is to use them as customer service and support, and as such they are to be monitored and posted in by the customer service team rather than the social media marketers. Content: N/A Monthly Schedule: N/A Estimated hours per week: 1 (only includes monitoring and linking to other social media initiatives; doesn’t include customer service)
  19. 19. Estimated hours per month: 4 (only includes monitoring and linking to other social media initiatives; doesn’t include customer service) Measurement: The KPI’s of our Lounge and Blog revolve around user engagement: how often they post, and how quickly we respond. Thus, activity is measured in two ways: how many times per day users post, and how long it takes for employees to respond.
  20. 20. Community/Ning Goals: Quarter 3 1. xxx different people updating a status each week 2. xxx people uploading at least one photo per week 3. xxx different people uploading a video per month 4. xxx different people taking part in the discussion forums each month Long Term (Dec. 2012 & beyond) 1. xxx new registrants each week 2. xxx updated statuses each week 3. xxx different people uploading photos each week 4. 2 new videos each week 5. xxx people taking part in the discussion forums each month Brief strategy & outline: The Community should be our main posting hub for the vast majority of our social media endeavors. With 3,000+ members and full control over everything, from the branding to content/user moderation, we can maximize this to have the largest martial arts social network in the world, which also happens to be hosted by a martial arts software company. For Q3, our main Community goals are centered around reviving and rejuvenating. Once we get the user base active again, we will revisit the Community strategy to determine what to do with it from there. Additionally, this can be the main area for all our content postings: YouTube/Vimeo videos, contests, etc. can all be posted here, making this our umbrella for all our social endeavors. Facebook will serve a similar purpose, but we are not able to measure, control, or brand the page nearly as well as the Community. Content: 1. Use broadcast feature to message all members about the following: a. Monthly release notes/CEO announcements b. Webinars 2. Use the following content strategies, similar to Facebook (copy if necessary) a. Product tips: informative posts (blog article, screenshot, or video) on how to better use our software b. Staff-related posts (tag them if possible and if they agree to it) i. Birthdays ii. New staff iii. Farewells c. Client posts i. New client welcomes
  21. 21. d. e. f. g. h. i. j. k. l. m. ii. Birthdays iii. Major events (new location, sold business, etc.) iv. Testimonials User of the month Forum posts: start one new topic per month for users to weigh in on Company updates i. Newsletters ii. Release notes iii. CEO announcements Fun business facts: little-known things about major companies, popular CEOs, etc. Interesting yet brief. Trivia: create engagement by providing a different opportunity to subtly stroke fans’ egos Social media tips: share ways for our fans to better increase their presence and reach in social media Contests: May have to be run similar to YouTube contests, in that the Community piggybacks off another network to drive user engagement. Will need a budget for discounts, swag, free services, or other motivators. Promotions: similar to contests, but available to all and doesn’t require any effort on their part. Useful in highlighting a particular service we offer as well as a tool to measure how many leads our page can generate. Motivational quotes: link to each one we post on Pinterest Events – create event pages for the following: i. Upcoming webinars ii. Upcoming live events (ex: Training Days) Monthly Schedule: For the most part, follow the Facebook posting schedule. The only things that will be different are the message broadcasts, which should follow the schedule below: Monday - Post monthly contest - Month’s end promo Tuesday - Upcoming webinars Wednesday Thursday - Upcoming webinars - Close monthly contest Friday - Blast monthly release notes Saturday Sunday
  22. 22. Estimated hours per week: .5 Estimated hours per month: 3 Measurement: The KPI’s of the Community for Q3 are centered on higher levels of usage across multiple users. As such any activity on the Community will be monitored and logged (updates, uploads, etc.). One drawback of this approach is because the Community is powered by Ning, it will be harder to find automated measurement of its data and activity. Thus, a closer eye will have to be kept in regard to measuring and reporting member usage. Guidelines / Policy Refer to the guidelines and social media policy already posted internally on our website.

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