Creating a Social Media Marketing Plan

SOCIAL MEDIA MARKETING PLAN
Step by Step Solutions for Your Nonprofit
Evonne Heyning @Amoration
Interactive Producer, TechSoup Global

Evonne Heyning
@AMORATION
#SMplan

Planning Pages
Fill in the gaps to create your social media plan!

#SMPLAN
Campaignor organizational plan?
Mission & Purpose?
What do you want to accomplish?
Measurable Goals
Call to Action Request
Organizational voice and brandAuthority Position?
@CMNsocal
Getting the Formula Right
Social Media Marketing
Plan Introduction
Step One:
CHART THE COURSE

Social Media Plan: Methods,Options, Outlets
TransmediaMarketing Elements
Video (short)
Documentary
Other film/TV
Streaming Media
Events
Games Geocaching
Online Ads
Live Storytelling
Comics
Entertainment Education Print Media
Visual Advertising
Websites
New Channels Twitter
Facebook
LinkedIn
Google+
Groups and ListsOther Web Communities
A sample of media channels and places to consider story and campaign integration

#SMplan
Timelines:
STRATEGY
PROGRAM TIMINGDELEGATIONINVOCATION
COMMUNITY CAREBEAUTIFUL CLOSINGANALYSIS & WRAPUP
STEP ONE:
STRATEGY
Know your course, deadlines, and work out a plan step by step

WORKSHOP ESSENTIALS
Mission, Goals, Vision for sharing your story

Cause, campaign or organizational plan?

What do you want to accomplish?WHY?
Mission

Measurable GoalsConnected to SpecificCall to Action Request

Who do you want to participate? How do they participate?

CROWDFUNDING?

DigiTAL STORYTELLING
Social stories shared amongst trusted friends

Organizational voice and branding…What is yourAuthority Position?

What is your story?

The Right Formula = Your Secret Sauce

Over 75% of brand LIKES come from advertisements….Are you asking for an endorsement?

Digital Storytelling: Content Production &Distribution
Who voices
your social sites?
What is your story?
Who is telling it?
With what voice?
Outreach:
Identify new
Potential partners
Across many media
Outlets & Channels

SHARING remains a deeply passionate activity for engaged audiences to continue conversations

Try something new?
Arts?
Try Photo
Mashups!
Theatre?
Using Video?
Music?
Turntable
Social
Music
Sharing!
Try labs
& socialsites like HitRECord
Diaspora
Stroome

CONVERSATION

How conversations start….

Hashtags
#SMplan
Research and find tags from many communities related to your field
Participate in conversations that help you engage new audiences and strengthen your authority positions
Use tags to organize
Information and grow diverse conversations

Social MediaPolicy?

Open APIs and Shareable Data?
Application Programming Interfaces open
Doors to data mashups of valuable information

BUDGETS

THE PERSONAL TOUCH
Resource & Staff impact
Number of hours needed to succeed
Hidden
Costs?

Nonprofits rely on multitasking teams working 10 hours a week or more on posting, listening, analysis and conversation on the social web
Most organizations have almost no budget for social media yet some leverage thousands in support

Timing and Investment Needed
Blogs: 1-4 hours per post
Twitter: 5-30 minutes a day
Facebook: 5-30 minutes a day
LinkedIn: 15-30 minutes, weekly
Listservs: 30 minutes weekly
Other Groups: 30 minutes weekly
Photo Uploads: 15 minutes weekly
Videos: 2-4 hours a week
Curation: 1 hour a week
Total Average Social Media Time:
90 minutes per day
11 hours per week

Choose where to spend time
Plan for
Facebook
Email
Facebook Ads or Awareness Campaign with Request & Call to Action linked to your site
Video or photo storytelling from your mobile phone

TIMELINES

#SMplan
Timelines:
STRATEGY
PROGRAM TIMING
DELEGATION
INVOKE KICKOFF
COMMUNITY CARE
BEAUTIFUL CLOSING
ANALYSIS & WRAPUP
Look for a time arc that matches your project/org goals
Make sure all deadlines match timelines set by funders and partners
Follow up quickly and track data throughout your campaign progress

Questions?

Social Media Marketing Plan:Getting the Formula Right
Hosted by Evonne Heyning @amoration

For more on how to track, share, collect and curate your stories for the web visit www.techsoup.org and request software for your 501(c)3 nonprofit organization!

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Creating a Social Media Marketing Plan

by TechSoup Global on Sep 20, 2011

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