Badrina Social Media Planning Presentation

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Social Media Planning presentation at the Richardson Chamber of Commerce. Geared towards small businesses and entrepreneurs, this conversation goes through the planning and strategic aspects of …

Social Media Planning presentation at the Richardson Chamber of Commerce. Geared towards small businesses and entrepreneurs, this conversation goes through the planning and strategic aspects of implementing social media tools.

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  • 1. Building a Social Media Plan See this presentation at: www.slideshare.net/ebadrina
  • 2. Agenda
    • What is Social Media
    • Types of Social Media Sites
    • 3 Key Principals & Sales 2.0
    • Why you need a Plan
    • Components
    • Sample Plan
    • Resources
  • 3. What is Social Media?
    • Wikipedia definition:
    • At its most basic, social media is a shift in how people discover, read and share news, information and content ( communication )
    • It’s a fusion of sociology and technology, transforming monologue (one to many) into dialogue and is the democratization of information, transforming people from content readers into publishers.
  • 4. Social Media Top Sites for Business = people you already know; social/personal = video sharing, podcasting = business networking = micro-blog, business + personal networking = blog platform
  • 5. 3 Key Principals
    • Be interesting
    • Content is King
    • Give to Get
  • 6. What is Sales 2.0?
    • Consumers & Businesses research before they buy
    • What does the sales person provide now?
    • How does the CRM keep up with inbound marketing
  • 7. Social Media Planning
    • Why do you need a plan?
  • 8. Social Media Planning
    • Audience – Who are you trying to attract when you use social media?
    • Objectives – What do you want to achieve with your social media usage?
    • Strategies – How are you going to use your social media channels?
    • Budget – How much time and resources will you be able to commit to the campaigns that you enact?
    • Integration – What do you currently do to market your product/service, and how can you leverage the power of social media to make it happen
    • Measurement – How will you know you are successful or not, and what will you do if you are/aren’t?
  • 9. Audience for Social Media
    • If you don’t know who you are targeting, then you are sure to miss them
  • 10. Audience for Social Media
    • Potential clients
    • Existing clients
    • Referral sources
    • Influencers in your industry
    • Others
  • 11. Objectives for Social Media
    • To raise awareness and increase the volume of conversation about the brand across the web
    • To build relationships with individuals who consider themselves fans of the brand
    • To develop relationships with consumers who may be unfamiliar with the brand
    • To directly increase revenues through online sales
    • (Larger companies also use it for internal communications and recruiting)
  • 12. Objectives for Social Media
    • Partners
    • Referral Sources
    • Clients
    • Customers
    • Prospects
  • 13. Ways to Use Social Media
    • Listening – Use for research to better understand your customers .
    • Talking – Use to spread messages about your company to a more interactive channel
    • Energizing – Use it to super charge the power of brand enthusiasts’ word of mouth.
    • Supporting – Help your customer’s support each other. Helps when you have support costs and natural affinity for each other.
    • Embracing – Integrating your customers into how your business works and help them design your products.
  • 14. Ways to Use Social Media (cont.)
    • Nurturing – Use for nurturing leads long-term with targeted, qualified prospects
    • Asking permission – Use for building a strong permission marketing asset like a trusted blog
    • Attracting – Use it to attract leads at scale once your brand 'tips' in the social web
    • Cross-linking – Use it to maximize the social and SEO synergy, consistently attract organic, editorially endorsed links: the lifeblood of search engines
  • 15. Budgeting for Social Media
    • Lather, Rinse, and Repeat after me:
    • SOCIAL MEDIA IS NOT FREE
    It ain’t free, folks .
  • 16. Budgeting for Social Media
    • Social media takes:
      • People
      • Technology
      • Time
      • ... all of which are limited resources!
    Source: Olivier Blanchard
  • 17. Budgeting for Social Media
    • Effective use of social media also takes:
      • Consistency
      • Creativity
      • Content
      • All of which take People and Time!
  • 18. Budgeting for Social Media
  • 19.
    • Regardless of how little or how much you budget for social media, remember...
  • 20.
    • CONTENT IS KING!
  • 21. Social Media Do’s and Don’ts
    • DO NOT consider traditional media and social media separate; assess what you are already doing and see how to integrate your social media tools into your existing marketing campaign(s)
    • DO NOT treat Social media as a “silver bullet” to solve your lead generation problems
  • 22. Social Media Do’s and Don’ts
    • DO NOT spread yourself too thinly with social media tools; pick a blog plus one or two social media tools when starting out
    • DO be mindful of how much time social media takes compared to traditional media
    • DO have a call to action on all your media messages
  • 23. Measurements for Social Media
    • Number of Fans/Followers/Subscribers
    • Number of mentions on blogs and Twitter
    • Number of comments on a brand-authored page
    • Number of replies to a brand-authored profile
    • Number of visits to a branded website
    • Number of referral visits to a branded site via organic (unpaid) search results
    • Number of video views
    • Length of interaction with a brand-authored experience
    • Number of people you can reach without buying media
    • Sentiment of online conversation
  • 24. Measurements for Social Media Source: Ogilvy Public Relations
  • 25. Results for Social Media Social Media Measurements are NOT the end goal. ROI means return on $$$ .
  • 26. Results for Social Media
    • Moving your metrics for financial success
    • Establish baseline metrics
    • Set specific goals to be reached
    • Measure and review to complete feedback cycle
    • Correlate your social media efforts with these metrics to measure effectiveness
  • 27. Results for Social Media
    • What should I be moving?
    • Frequency – transactions per month
    • Reach – net new customers
    • Yield – how much they spend ($ per transaction)
    Source: Olivier Blanchard
  • 28. A Social Media Model Copyright J.R. Atkins
  • 29. A Social Media Model Website...
  • 30. A Social Media Model Blog...
  • 31. A Social Media Model Twitter...
  • 32. A Social Media Model Facebook...
  • 33. A Social Media Model Fan Page...
  • 34. A Social Media Model LinkedIn...
  • 35. Resources
    • Groundswell by Charlene Li and Josh Bernoff, Forrester Research
    • Twitter Power by Joel Comm
    • Whuffie Power by Tara Hunt
    • Sales 2.0 by Seley & Holloway
    • The New Influencers by Paul Gillin
    • Mashable (Blog on Social Media Trends)
  • 36. Questions or Comments? See this presentation at: www.slideshare.net/ebadrina