Planning for Social Media Marketing

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Creating a Social Media Marketing Action Plan 
– or Mapping Your Marketing

Published in: Business, Technology

Planning for Social Media Marketing

  1. 1. nick westergaard | branddrivendigital.com PlanningCreating a Social Media Marketing Plan — OR — Putting It All Together
  2. 2. #uimktg @nickwestergaard
  3. 3. Where Are WE? ‣ Strategy — Planning the Work ‣ Execution — Working the Plan ‣ The Big Picture — The Digital Ecosystem
  4. 4. social media Planning ‣ Mapping Your Marketing ‣ Tool Considerations ‣ Budget Considerations ‣ Keeping Score ‣ The End
  5. 5. Mapping Your Marketing 1
  6. 6. a bigger plan isn’t always better
  7. 7. herb kelleher We have a strategic plan. It’s called ‘doing things.’” “
  8. 8. Photo via Flickr user Robert Course-Baker
  9. 9. rudyard kipling I keep six honest serving men (They taught me all I knew): Their names are WHAT and WHY and WHEN and HOW and WHERE and WHO.” “
  10. 10. Using kipling to make the map ‣ WHY are we doing this? ‣ WHAT are we doing? ‣ WHEN does this happen? ‣ WHERE does this happen? ‣ WHO does this involve? ‣ HOW do we get it done?
  11. 11. why are you doing this? Define your destination Photo via Flickr user Damian Gadal
  12. 12. Ground with why – destination ‣ Branding ‣ Community Building ‣ Public Relations ‣ Market Research ‣ Customer Service ‣ Leads & Sales
  13. 13. what will you use to get there? Which channels? Photo via Flickr user Aaron Parekci
  14. 14. strategy snapshot ‣ Facebook — Central hub for social marketing, where we can cultivate and engage the fan base by sharing content, contests, and customers stories ‣ Twitter — Public channel for real-time engagement; customer service, breaking news, events, early warning ‣ Blog — Forum for long-form storytelling & intellectual engagement; history, values
  15. 15. strategy snapshot CUSTOMER SUPPORT Local Office Phone Website
  16. 16. strategy snapshot CUSTOMER SUPPORT Local Office Phone Website Social Media - Industry updates - Customer support - Local network programming
  17. 17. @MediacomCable - Updates on industry news & information - Starts longer conversations with 
 customers via web or phone @MediacomSupport - Provides support to customers for 
 internet, cable, and phone issues - Area outages - Troubleshooting - Channel questions - Schedule service calls - Future plans to add more support staff @MC22 - Provides updates on network-wide 
 local programming - High school & college sports - Local government programming channel strategy: Twitter
  18. 18. who, where, & when Photo via Flickr user Niklas Bildhauer
  19. 19. what tools & resources will we need? Photo via Flickr user dewframe ✳ alt-n-anela
  20. 20. are we there? Photo via Flickr user maelik
  21. 21. make sure your map is smart ‣ Specific ‣ Measurable ‣ Attainable ‣ Realistic ‣ Timely
  22. 22. tools, budget need to focus on and measurement
  23. 23. Tool Considerations 2
  24. 24. minimal time on tools Photo via Flickr user William Warby
  25. 25. social media tool considerations ‣ Monitoring ‣ Engagement ‣ Measurement & analytics ‣ Miscellaneous costs ‣ Content creation tools
  26. 26. monitoring tools Photo via Flickr user Intel Free Press
  27. 27. monitoring tools include ‣ Mention ‣ Topsy ‣ Meltwater ‣ Sysomos ‣ uberVU ‣ Crimson Hexagon ‣ Salesforce Marketing Cloud (Radian6)
  28. 28. engagement tools Photo via Flickr user JD Hancock
  29. 29. monitoring tools include ‣ HootSuite ‣ Sprout Social ‣ Expion ‣ Seesmic ‣ Shoutlet ‣ Spreadfast ‣ Salesforce Marketing Cloud (Radian6)
  30. 30. measurement and analytics Photo via Flickr user Jamie
  31. 31. SMMS tools include ‣ Raven Tools ‣ Sprout Social ‣ Salesforce Marketing Cloud (Radian6) ‣ And more!
  32. 32. “jack of all trades, master of none” Photo via Flickr user Jamie
  33. 33. don’t forget content tools
  34. 34. what’s used most often? Source: Social Fresh
  35. 35. most are using a mix of free & paid tools Source: Awareness
  36. 36. your best bet? Make a spreadsheet of features
  37. 37. Budget Considerations 3
  38. 38. yeah … not so much
  39. 39. closer …
  40. 40. what marketers are used to Source: http://www.businessesgrow.com/2012/10/09/how-do-you-budget-for-social-media-marketing/
  41. 41. what social media looks like Source: http://www.businessesgrow.com/2012/10/09/how-do-you-budget-for-social-media-marketing/
  42. 42. what it all looks like together Source: http://www.businessesgrow.com/2012/10/09/how-do-you-budget-for-social-media-marketing/
  43. 43. marketing budgets overall are growing Source: CMO Survey
  44. 44. digital is growing, traditional decreasing Source: CMO Survey
  45. 45. social ads are a growing part of ad budget Source: Altimeter Group
  46. 46. where are marketers investing? Source: Social Fresh
  47. 47. budget varies by size Source: Altimeter Group
  48. 48. social media budget considerations ‣ Internal personnel — employees ‣ External personnel — agency, freelance help ‣ Creative services — anything not included above ‣ Advertising expenses — media costs ‣ Software platforms, SAAS ‣ Additional hardware — monitors, etc. ‣ Shared services — legal, HR for policy support, may be overhead
  49. 49. Keeping Score 4
  50. 50. albert einstein Everything that can be counted does not necessarily count. Everything that counts CANNOT NECESSARILY BE COUNTED.” “
  51. 51. remember, ROI is hard because … Source: Awareness (State of Social Marketing)
  52. 52. measuring what matters ‣ Branding — web analytics such as visitors; share of voice ‣ Community Building — subscriptions, participation ‣ Public Relations — brand mentions and sentiment ‣ Market Research — new ideas gleaned, competitive insights ‣ Customer Service — number of incidents, CRM data ‣ Leads & Sales — lead source on prospects and customers
  53. 53. aligning kpi with business objectives Source: The NOW Revolution
  54. 54. aligning kpi with business objectives Source: The NOW Revolution
  55. 55. aligning kpi with business objectives Source: The NOW Revolution
  56. 56. kpior, key performance indicator you have to identify your
  57. 57. with media, compare apples to apples Photo via Flickr user flinqr
  58. 58. objective & Measurementare two of the biggest take-aways from class
  59. 59. The End 5
  60. 60. a good map can be shared
  61. 61. management cares about ‣ Sales — making money ‣ Cost — saving money ‣ Revenue — keeping money
  62. 62. map out the larger brand experience Customer 
 Experience BRAND Static Analog Touch Points 
 (One Way) Human Touch Points 
 (Bi-Directional) Interactive Digital Touch Points 
 (Multi-Directional) Promotion Direct Mail Communications Products Advertising Brand DNA - Logo - Positioning Service Call Center Sales Management Support Website Demos Email Social Media Blogs
  63. 63. marty neumeier Your BRAND isn’t what you say it is. It’s what they say it is.” “
  64. 64. the best plan wins
  65. 65. john jantsch Plans aren’t the secret. Planning is. It's the continuing process of planning, acting, and measuring that moves the organization in the direction of its goals, not the plan document you might create.” “
  66. 66. key take-aways ‣ Objective and measurement — two bookends in this class — are two of our biggest takeaways ‣ Map your marketing, track budget, and measure results ‣ Plan the work, work the plan, and remember the big picture ‣ “Failing to plan is planning to fail”
  67. 67. your projects put these ideas to work
  68. 68. #uimktg @nickwestergaard
  69. 69. nick@WESTERGAARD.COM Slides at Slideshare.net/nickwestergaard @NickWestergaard on Twitter, Instagram, and more

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