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Creating a Social Media Plan

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A step by step guide to creating, budgeting and controlling a social media marketing plan for your business.

A step by step guide to creating, budgeting and controlling a social media marketing plan for your business.

Published in: Business, Technology

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  • 1. Creating a Social Media Plan By: Michael Boguslavskiy http://www.rapidpurple.com http://www.rapidpurple.com | mike@rapidpurple.com
  • 2. Overview
    • Social Media Channels
    • 6 Steps to Creating a Social Media Plan
    • Budgeting for Social Media
    • Getting Started
    • Questions
    http://www.rapidpurple.com | mike@rapidpurple.com
  • 3. What is Social Media?
    • Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques.
    • - wikipedia.org
    http://www.rapidpurple.com | mike@rapidpurple.com
  • 4. What is Social Media?
    • An ongoing conversation that’s happening RIGHT NOW
    • A promotional channel for content distribution
    • A long-term return on investment
    • A steady stream of information for:
      • Research
      • Feedback
      • Building Relationships with customers, clients, contacts
    http://www.rapidpurple.com | mike@rapidpurple.com
  • 5. Current Statistics
    • Over 80% of people in the US have at least 1 social media account
    • Social media makes up over 17% of all online usage
      • Overtaken email as #1 activity on the web
    • As of February, 2011, there were 156 million public blogs
      • Posting almost 1,000,000 blog posts daily
    • 93% of Americans believe companies should have a social media presence
      • 85% believe those companies should be interacting with customers
    http://www.rapidpurple.com | mike@rapidpurple.com
  • 6. Social Media Statistics - Facebook
    • 600 Million active users worldwide
      • 200 Million on mobile devices
      • Mobile users are twice as active as non-mobile users
    • Average user has 130 friends
    • Over 900 million objects people interact with
      • Pages
      • Events
      • Groups
    • Average user creates 90 pieces of content/month
    • Fastest growing segment is 35-45 years old
    http://www.rapidpurple.com | mike@rapidpurple.com
  • 7. Social Media Statistics - Twitter
    • 110 Million registered users
    • Signing up 300,000 daily
    • 75% of traffic comes from outside twitter.com
      • Third party applications
    • 55 Million tweets daily
    • 600 Million search queries on twitter search daily
    • Peak days to tweet are Tuesday & Wednesday
    http://www.rapidpurple.com | mike@rapidpurple.com
  • 8. Social Media Statistics - YouTube
    • More videos uploaded in 60 days than 3 largest networks create in 60 years combined
    • 35 hours of video uploaded every minute
      • That’s about 200,000 Hollywood movies each week
    • 2 nd largest search engine on the web
    • 3 rd largest website on the web
    • Exceeds 2 Billion views daily
      • Double the prime-time audience of all 3 major US networks combined
    http://www.rapidpurple.com | mike@rapidpurple.com
  • 9. How is Social Media Used?
    • Customer Service
    • Product/Service Feedback
    • Networking and Job Searching
    • Promotions
    • News
    • Internal communication
    http://www.rapidpurple.com | mike@rapidpurple.com
  • 10. Case Study: Martell Home Builders
    • Start using social media in May 2007
    • Uses Twitter, SmugMug, Facebook, Blog, Yelp
    • Works on social media 1 hour per day
    • Sold 16 homes in 2007, 40 in 2008, and over 100 in 2009
    • Sold one home using only social media
      • Never met the client in person
    http://www.rapidpurple.com | mike@rapidpurple.com
  • 11. Case Study: Martell Home Builders
    • Customer-centric strategy
    • Fresh blog content
    • GPS tracking in trucks with Google Maps
      • Keeps customers informed and workers accountable
    • YouTube videos introduce customers to employees
    • SmugMug keeps photo logs of customer projects
      • Customers log in to see project progress
    • Currently has 12,000 twitter followers
      • Tweets about projects, tips, company updates
    http://www.rapidpurple.com | mike@rapidpurple.com
  • 12. Case Study: Martell Home Builders
    • Why they are successful:
    • Realized importance of relationships with customers
    • Transparent
    • Well defined Social Objectives
    • Internal shared vision
    • Streamlined communication process
    • Sell experience to customers
    http://www.rapidpurple.com | mike@rapidpurple.com
  • 13. Creating a Social Media Plan
    • Preplanning
    • Listen to the Conversation
    • Create Your Target Profiles
    • Set Specific Goals
    • Join the Conversation
    • Measure ROI
    http://www.rapidpurple.com | mike@rapidpurple.com
  • 14. Step 1 - Preplanning
    • Questions to ask internally:
    • Where do our customers get their information
    • What influences our customers?
    • How does information flow in our industry?
    • What promotional channels are we currently using?
      • Are they working?
    • Asking questions indicates how social media can be used to complement your business goals.
    http://www.rapidpurple.com | mike@rapidpurple.com
  • 15. Step 2 – Listen to the Conversation
    • Secure your brand on social platforms
      • Usernames are often unique
      • Use consistent usernames across all platforms
    • Set up monitoring channels
      • Google Alerts
      • Social Mention
      • Technorati
      • Twitter Search
      • Radian6
    • Monitor influencers, competitors, blogs/comments, and industry news sources
    http://www.rapidpurple.com | mike@rapidpurple.com
  • 16. Step 3 – Create Your Target
    • Focusing on key target segments lowers marketing costs
    • Example:
      • Target Audience is 25-35
      • $350 Billion in spending power
      • Spend 20 hours online weekly
      • 96% of them join social networks
    • This information can be gathered through market research, surveys, or previous studies
    http://www.rapidpurple.com | mike@rapidpurple.com
  • 17. Step 3 – Create Your Target
    • Find key attributes from monitoring channels
    • Chart presence on social media
    • Market Segmentation
      • Demographic
      • Geographic
      • Psychographic
      • Behavioralistic
    • Continue gathering customer data at each step of your plan
    http://www.rapidpurple.com | mike@rapidpurple.com
  • 18. Step 4 – Set Specific Social Goals
    • Increase brand awareness
    • Increase traffic/Opt-ins
    • Develop business partnerships
    • Boost SEO/SEM results
    • Generate Leads
    • Reduce CRM costs
    • Increase Revenue
    http://www.rapidpurple.com | mike@rapidpurple.com
  • 19.
    • 3 Phases of Social Equity
      • Awareness
        • Qualify fans and followers as leads
      • Engagement
        • Increase long-term communication
        • Exclusive promotions will help turn advocates into customers
      • Social Commerce
        • Determine small data set to introduce products to
        • Gather product reviews
    Step 5 – Join the Conversation http://www.rapidpurple.com | mike@rapidpurple.com
  • 20. Step 5 – Join the Conversation
    • Establish an Editorial Calendar
      • Choose specific days for posting content
      • Be consistent – you’re a news source
      • Helps stay on track and organize content
      • Choosing specific topics each day helps find content ideas
    • Share calendar with everyone involved
    http://www.rapidpurple.com | mike@rapidpurple.com
  • 21. Step 5 – Join the Conversation
    • Be Transparent and Authentic
      • Don’t be evasive
      • Offer your name, title, experience
      • Admit your interests in the topic
      • Define your credibility
    • Strive to answer questions about your authenticity
    • Don’t focus on selling, focus on engagement
    • Earn a reputation, then introduce trusted products
    http://www.rapidpurple.com | mike@rapidpurple.com
  • 22. Step 5 – Join the Conversation
    • Be the expert in your industry
      • Write about what you know
      • Offer insights to those who ask for it
      • Share links to resources you think add to the conversation
    • When customers trust your content, they’ll trust your products
    http://www.rapidpurple.com | mike@rapidpurple.com
  • 23. Step 5 – Join the Conversation
    • Have rules of engagement
      • Know what to do with negative comments
      • Determine who is involved in responses
      • Admit to mistakes and thank those who bring it to attention
      • Respond Kindly
    • Share the rules with your team
    • Turn brand “detractors” into “advocates”
      • People remember bad experiences, but will buy again if it’s corrected
    http://www.rapidpurple.com | mike@rapidpurple.com
  • 24. Step 6 – Measure Your Returns
    • What is a Return?
      • Non-financial
        • Visitors, word of mouth, page views, fans, followers
      • Financial
        • Sales, Transactions, Coupons
        • ROI
    • Not all returns have to be $$ to bring value
    http://www.rapidpurple.com | mike@rapidpurple.com
  • 25. Step 6 – Measure Your Returns
    • Qualitative
      • Are we part of our industry’s conversation?
      • How do our customers perceive us versus our competitors?
      • Did we build key relationships?
      • Are we moving from monologue to dialogue?
    • Quantitative
      • Website Analytics
      • Social Mentions
      • SEO Rankings
      • Linkbacks
      • Subscribers
    http://www.rapidpurple.com | mike@rapidpurple.com
  • 26. Step 6 – Measure Your Returns
    • Establish before/after baseline
      • What did our online environment look like before social media?
      • What online channels were we using?
      • What does it look like now?
    • Determine hard numbers here
      • 5.5% conversion rate before
      • 8.5% conversion rate now
    • This baseline should track at least 6 months
    http://www.rapidpurple.com | mike@rapidpurple.com
  • 27. Step 6 – Measure Your Returns
    • Develop Activity Timeline along same baseline
    • Diagram exact dates in which key SM activities occurred
      • 8/11 blog started
      • 8/13 Facebook page started
      • 9/15 FB ad campaign begins
      • 9/17 FB ad ended
    • Note Milestones on diagram
      • 500/1000/10,000 fans
      • 100 clicks to blog link
    http://www.rapidpurple.com | mike@rapidpurple.com
  • 28. Step 6 – Measure Your Returns
    • Look at Key Performance Indicators (KPI)
      • Transactions
      • New Customers
      • Sales
      • Revenue
      • Average Order Size
    • Use Google Analytics to determine exact numbers
    • What are the transaction precursors?
      • Brand mentions
      • Loyalty metrics
      • Store traffic
      • Free sample offers
    http://www.rapidpurple.com | mike@rapidpurple.com
  • 29. Step 6 – Measure Your Returns
    • Overlay all timelines and look for patterns
      • SM Activities
      • Web Analytics
      • Store Metrics
      • Loyalty Metrics
    • Circle areas where increases occur
    • How were specific numbers achieved?
      • Facebook promotion
      • Product launch
      • Press release
      • Coupon offer
    http://www.rapidpurple.com | mike@rapidpurple.com
  • 30. Budgeting for Social Media
    • Allocation vs. Addition
      • Do you raise new funds or borrow from existing budgets?
    • How to determine Allocation or Addition
      • What are your goals?
      • How much is your existing marketing budget?
      • Which current tactics work? Which are most expensive?
      • What internal resources are available?
    http://www.rapidpurple.com | mike@rapidpurple.com
  • 31. Budgeting for Social Media
    • What to budget for:
      • Time
      • Design and Branding
      • Analytics Tools
      • Social Monitoring
      • Automation Applications
      • Social Media Advertising
      • Outsources/Consulting
    http://www.rapidpurple.com | mike@rapidpurple.com
  • 32. How to Get Started
    • Start with platforms you can actively maintain
    • What outsourcing is needed?
      • Design, development, content management, market research
    • Plan your content flow
      • Will you push content through all channels?
    • Find tools to automate processes
      • Tweetdeck
      • Hootsuite
      • Sendible
    http://www.rapidpurple.com | mike@rapidpurple.com
  • 33. Additional Resources
    • Blogs
      • Socialmediaexplorer.com
      • Socialmediatoday.com
      • BrianSolis.com
      • Mashable.com
    • Tools
      • Tweetdeck.com
      • Ping.fm
      • Hootsuite.com
      • Trackur.com
      • Socialmention.com
    http://www.rapidpurple.com | mike@rapidpurple.com
  • 34. Questions?
    • For a free consultation on how we can help you take advantage of the opportunities provided by social media, please contact us with the details below:
      • Email
      • Website
      • Phone
      • Facebook Page
    http://www.rapidpurple.com | mike@rapidpurple.com