• Like

7 Steps to a Social Media Marketing Plan

  • 2,071 views
Uploaded on

Updated version of a presentation I made 2 years ago at Web 2.0 Expo. This time for Tools of Change social media workshop in Frankfurt.

Updated version of a presentation I made 2 years ago at Web 2.0 Expo. This time for Tools of Change social media workshop in Frankfurt.

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
2,071
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
33
Comments
0
Likes
3

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. 7 Steps to a Social MediaMarketing Plan Tools of Change October 2011 @alizasherman
  • 2. Is this YOUR social media? @alizasherman
  • 3. Social Media Myths It’s really expensive. It takes too much time. “Viral” is a strategy. Social media can be controlled. Fans can be bought. Bought fans will care. Social media will solve everything. @alizasherman
  • 4. Why you might #fail  Wrong objectives  Wrong target  Wrong message  Wrong channels  Wrong tactics  Wrong intention@alizasherman
  • 5. Where to start?
  • 6. Answer these questions What are you trying to achieve? Who are you trying to reach? What do you have to offer? How will you reach out? How will you attract attention? How will you determine success? What will you do next? @alizasherman
  • 7. The 7 Steps1. Objectives2. Audience3. Assets4. Tactics5. Big Ideas6. Measurement7. Repeat @alizasherman
  • 8. Why are youdoing this?
  • 9. Step 1: Objectives  Clear  Relevant  Attainable  Measurable  Flexible @alizasherman
  • 10. Step 1: Objectives Increase brand awareness. Connect with customers. Provide better customer service. Increase sales. @alizasherman
  • 11. What does youraudience want?
  • 12. Step 2: Audience  Demographics  Psychographics  Proficiency  Propensity  Interests @alizasherman
  • 13. Step 2: Audience Where are they? What are they doing? How often are they doing it? Who are the influencers? @alizasherman
  • 14. What value can you provide?
  • 15. Step 3: Assets  Identify  Assess  Leverage  Re-imagine  Integrate @alizasherman
  • 16. Step 3: Assets Words and stories Graphics and photographs Audio and video People @alizasherman
  • 17. Social channels
  • 18. Mobile Channels
  • 19. What will you do?
  • 20. Step 4: Tactics  Strategic  Appropriate  Targeted  Thoughtful  Engaging @alizasherman
  • 21. Step 4: Tactics Listen first Respond promptly Involve and engage Rethink as needed @alizasherman
  • 22. Social Media Calendar Promotional messages Scheduled releases Planned events Current events Conversation starters@alizasherman
  • 23. Why shouldthey care?
  • 24. Step 5: Big Ideas  Take risks  Shareable  Experiential  Surprise  Delight @alizasherman
  • 25. Step 5: Big Ideas Powerful storytelling Aha moments Compelling imagery Community connections @alizasherman
  • 26. What numbers matter?
  • 27. Step 6: Measurement  Benchmarks  Monitoring  Tracking  Analyzing  Modifying @alizasherman
  • 28. Step 6: Measurement Define success Set expectations Know your numbers It’s not always numbers @alizasherman
  • 29. Identify Your Evangelists @alizasherman
  • 30. How are youleveraging wins?
  • 31. Step 7: Repeat  Assess  Optimize  Enhance  Expand  Leverage @alizasherman
  • 32. Are you listening? Are THEY?
  • 33. Step out of your comfort zone @alizasherman
  • 34. Enough of the broadcasts @alizasherman
  • 35. Stimulate conversations @alizasherman
  • 36. Grow your fan base
  • 37. Drive actions @alizasherman
  • 38. It’s about PEOPLE @alizasherman
  • 39. “Better to have 100 engagedfollowers than 1000 or 10,000 who ignore you.” -- @alizasherman
  • 40. The 7 Steps1. Objectives2. Audience3. Assets4. Tactics5. Big Ideas6. Measurement7. Repeat @alizasherman
  • 41. Don’t Forget Delight
  • 42. Aliza Sherman •  @alizasherman •  AlizaSherman.com •  aliza@mediaegg.com •  Slides at: slideshare.net/alizasherman