Social Media Implementation: Plans, Goals and Strategy

-webtreats
Social Media Implementation: Plans, Goals and Strategy
This presentation: http://j.mp/bcitsmJune15

Our Team Today
Kemp Edmonds
Social Media Educator
BCIT.ca
Kempedmonds.com
Mark Smiciklas
Digital Strategist
IntersectionConsulting.com
DIG360.com
Our behind the scenes team:
BCIT Television & Broadcast staff and students

Today let’s talk about
Goals
How Social Media fits in
Frameworks & Planning
Execution
Examples

How to get started?
Have SMARTER Goals

SMARTER Goals
Specific
Measurable
Attainable
Relevant
Time Bound
Evaluate
Re-evaluate

Examples: SMART Social Media Goals
Increase unique visitors to our site by 5x from social networking sites (Analytics) after 5 months
Increase blog/newsletter subscriptions by X% in 3 months by increasing distribution channels
Increase FB Fans by X members in 8 weeks
Increase Twitter mentions 300% in 6 months
Increase interactions on FB page by 5/week*

The Marketing Funnel
Altimeter Group 2010

Some FREE Tools
Website Monitoring: Google Analytics
Social Posts: Hootsuite (Ow.ly)
Link Distribution: J.mp
Facebook: Insights/Ads
Email: Mail Chimp or Constant Contact
Monitoring Google: Alerts
Social Net Monitoring: Social Mention
Dashboard: Netvibes
Video: YouTube Insights, Flickr Stats

Always be Monitoring/Measuring
Yes you can measure and monitor everything!

We need a framework
A pragmatic approach using metrics based on sound business objectives
It maximizes understanding about the value of social marketing efforts
Most importantly it delivers tangible results

Mark makes it easyOriginal with Details

Another Framework

By: TheBristolKid

The Framework Begins with Goals
Licensed for use under Creative Commons License

...From Goals Stem Objectives

...Then Measures of Success

And Finally Execution

The Framework in Practice

Simon Sinek’s TED TALK on Inspiring Leadership

Apply Simon Sinek’s model for inspirational leadership
WHY
HOW
WHAT
Original by: Altimeter Group 2010

Company Goals= Vision - WHY
Business Objectives = Strategy - WHY
Measures of Success KPI = Management - HOW
Operational Tactics = Execution - WHAT

The Framework Is a Process

A Social Marketing Example...
Goal
Objective
Measures
Tactics
Be Integral to the Community
Raise Awareness
Twitter
Mentions
Web Traffic from Social Sites
Social
Mentions

How to Measure:(measure over time)
Twitter Mentions:
http://search.twitter.com
http://tweetbeep.com
Lots of paid tools out there
ADVANCED: Your mentions/your mentions + all competitor mentions
Social Mentions:
http://socialmention.com
http://alerts.google.com
http://netvibes.com
Website Traffic from Social Sites:
http://analytics.google.com
Sources: Facebook, Twitter, YouTube, etc.
BACK IT ALL UP WITH URL SHORTENING (http://j.mphttp://bit.ly)

Another Example...
Goal
Objective
Measures
Tactics
Develop affinity with target audiences
Increase
Engagement
New fans,
Followers
Readers,
Watchers
Web Traffic from Social Sites + 2min
Comments,
Shares,
Likes, Replies

http://www.google.com/images?q=social+media+logos&hl=en&gbv=2&tbs=isch:1&sa=N&start=20&ndsp=20

Different Ecosystems
Stagger Timing
Distribute Content
Different Language
Different Timing

Same Content, Different Ecosystem…

Different Language, Different Timing.

Keep your base in mind

The Key:Bridging the Social Media Gap

Small Business Branding Session
Friday June 25th - 9am to 12pm
BCIT’s Downtown Campus
555 Seymour Street RM# 750
Neil Belenkie, COO, GrowthPoint Group
Cost: $40
604-412-7651 to reserve your seat today!!

Special Thanks to:BCIT School of BusinessBCIT TelevisionMark SmiciklasJeremiah Owyangand Altimeter Group

Social Media Workshop - July
Thursdays July 15th & 22nd
1:00PM – 5:30PM
BCIT’s Downtown Campus
Hands-on training with Kemp Edmonds
Perfecting your plan and setting your path
Cost: $289
http://bcit.ca/mdia0045 - Sign up today!

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Social Media Implementation: Plans, Goals and Strategy

by Kemp Edmonds on Jun 15, 2010

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