7 Steps to a Social Media Marketing Plan

7 Steps to a Social MediaMarketing Plan Tools of Change October 2011 @alizasherman

Is this YOUR social media? @alizasherman

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

Why you might #fail  Wrong objectives  Wrong target  Wrong message  Wrong channels  Wrong tactics  Wrong intention@alizasherman

Where to start?

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

The 7 Steps1. Objectives2. Audience3. Assets4. Tactics5. Big Ideas6. Measurement7. Repeat @alizasherman

Why are youdoing this?

Step 1: Objectives  Clear  Relevant  Attainable  Measurable  Flexible @alizasherman

Step 1: Objectives Increase brand awareness. Connect with customers. Provide better customer service. Increase sales. @alizasherman

What does youraudience want?

Step 2: Audience  Demographics  Psychographics  Proficiency  Propensity  Interests @alizasherman

Step 2: Audience Where are they? What are they doing? How often are they doing it? Who are the influencers? @alizasherman

What value can you provide?

Step 3: Assets  Identify  Assess  Leverage  Re-imagine  Integrate @alizasherman

Step 3: Assets Words and stories Graphics and photographs Audio and video People @alizasherman

Social channels

Mobile Channels

What will you do?

Step 4: Tactics  Strategic  Appropriate  Targeted  Thoughtful  Engaging @alizasherman

Step 4: Tactics Listen first Respond promptly Involve and engage Rethink as needed @alizasherman

Social Media Calendar Promotional messages Scheduled releases Planned events Current events Conversation starters@alizasherman

Why shouldthey care?

Step 5: Big Ideas  Take risks  Shareable  Experiential  Surprise  Delight @alizasherman

Step 5: Big Ideas Powerful storytelling Aha moments Compelling imagery Community connections @alizasherman

What numbers matter?

Step 6: Measurement  Benchmarks  Monitoring  Tracking  Analyzing  Modifying @alizasherman

Step 6: Measurement Define success Set expectations Know your numbers It’s not always numbers @alizasherman

Identify Your Evangelists @alizasherman

How are youleveraging wins?

Step 7: Repeat  Assess  Optimize  Enhance  Expand  Leverage @alizasherman

Are you listening? Are THEY?

Step out of your comfort zone @alizasherman

Enough of the broadcasts @alizasherman

Stimulate conversations @alizasherman

Grow your fan base

Drive actions @alizasherman

It’s about PEOPLE @alizasherman

“Better to have 100 engagedfollowers than 1000 or 10,000 who ignore you.” -- @alizasherman

The 7 Steps1. Objectives2. Audience3. Assets4. Tactics5. Big Ideas6. Measurement7. Repeat @alizasherman

Don’t Forget Delight

Aliza Sherman •  @alizasherman •  AlizaSherman.com •  aliza@mediaegg.com •  Slides at: slideshare.net/alizasherman

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7 Steps to a Social Media Marketing Plan

by Aliza Sherman on Oct 13, 2011

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