Creating a social_media_plan_rb

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  • 2. Overview—  Social Media Channels—  6 Steps to Creating a Social Media Plan—  Budgeting for Social Media—  Getting Started—  Questions
  • 3. What is Social Media—  Social media is media designed to be disseminatedthrough social interaction, created using highlyaccessible and scalable publishing techniques.-
  • 4. What is Social Media?—  An ongoing conversation that’s happening RIGHTNOW—  A promotional channel for content distribution—  A long-term return on investment—  A steady stream of information for:¡  Research¡  Feedback¡  Building Relationships with customers, clients, contacts
  • 5. Current Statistics—  Over 80% of people in the US have at least 1 socialmedia account—  Social media makes up over 17% of all online usage¡  Overtaken email as #1 activity on the web—  As of February, 2011, there were 156 million publicblogs¡  Posting almost 1,000,000 blog posts daily—  93% of Americans believe companies should have asocial media presence¡  85% believe those companies should be interacting withcustomers
  • 6. Social Media Statistics - Facebook—  750 Million active users worldwide¡  200 Million on mobile devices¡  Mobile users are twice as active as non-mobile users—  Average user has 130 friends—  Over 900 million objects people interact with¡  Pages¡  Events¡  Groups—  Average user creates 90 pieces of content/month—  Fastest growing segment is 35-45 years old
  • 7. Social Media Statistics - Twitter—  150 Million registered users—  Signing up 460,000 users daily—  75% of traffic comes from outside¡  Third party applications—  140 Million tweets daily—  Mobile users increased 182% in past year—  600 Million search queries on twitter search daily—  Peak days to tweet are Tuesday & Wednesday
  • 8. Social Media Statistics - YouTube—  More videos uploaded in 60 days than 3 largestnetworks create in 60 years combined—  35 hours of video uploaded every minute¡  That’s about 200,000 Hollywood movies each week—  2nd largest search engine on the web—  3rd largest website on the web—  Exceeds 2 Billion views daily¡  Double the prime-time audience of all 3 major US networkscombined
  • 9. How is Social Media Used?—  Customer Service—  Product/Service Feedback—  Networking and Job Searching—  Promotions—  News—  Internal communication
  • 10. Case Study: Martell Home Builders—  Start using social media in May 2007—  Uses Twitter, SmugMug, Facebook, Blog, Yelp—  Works on social media 1 hour per day—  Sold 16 homes in 2007, 40 in 2008, and over 100 in2009—  Sold one home using only social media¡  Never met the client in person
  • 11. Case Study: Martell Home Builders—  Customer-centric strategy—  Fresh blog content—  GPS tracking in trucks with Google Maps¡  Keeps customers informed and workers accountable—  YouTube videos introduce customers to employees—  SmugMug keeps photo logs of customer projects¡  Customers log in to see project progress—  Currently has 12,000 twitter followers¡  Tweets about projects, tips, company updates
  • 12. Case Study: Martell Home BuildersWhy they are successful:—  Realized importance of relationships with customers—  Transparent—  Well defined Social Objectives—  Internal shared vision—  Streamlined communication process—  Sell experience to customers
  • 13. Creating a Social Media Plan—  Preplanning—  Listen to the Conversation—  Create Your Target Profiles—  Set Specific Goals—  Join the Conversation—  Measure ROI
  • 14. Step 1 - PreplanningQuestions to ask internally:—  Where do our customers get their information—  What influences our customers?—  How does information flow in our industry?—  What promotional channels are we currently using?¡  Are they working?Asking questions indicates how social media can beused to complement your business goals.
  • 15. Step 2 – Listen to the Conversation—  Secure your brand on social platforms¡  Usernames are often unique¡  Use consistent usernames across all platforms—  Set up monitoring channels¡  Google Alerts¡  Social Mention¡  Technorati¡  Twitter Search¡  Radian6—  Monitor influencers, competitors, blogs/comments,and industry news sources
  • 16. Step 3 – Create Your Target Profile—  Focusing on key target segments lowers marketingcosts—  Example:¡  Target Audience is 25-35¡  $350 Billion in spending power¡  Spend 20 hours online weekly¡  96% of them join social networks—  This information can be gathered through marketresearch, surveys, or previous studies
  • 17. Step 3 – Create Your Target Profile—  Find key attributes from monitoring channels—  Chart presence on social media—  Market Segmentation¡  Demographic¡  Geographic¡  Psychographic¡  Behavioralistic—  Continue gathering customer data at each step ofyour plan
  • 18. Step 4 – Set Specific Social Goals—  Increase brand awareness—  Increase traffic/Opt-ins—  Develop business partnerships—  Boost SEO/SEM results—  Generate Leads—  Reduce CRM costs—  Increase Revenue
  • 19. Step 5 – Join the Conversation—  3 Phases of Social Equity¡  Awareness÷  Qualify fans and followers as leads¡  Engagement÷  Increase long-term communication÷  Exclusive promotions will help turn advocates into customers¡  Social Commerce÷  Determine small data set to introduce products to÷  Gather product reviews
  • 20. Step 5 – Join the Conversation—  Establish an Editorial Calendar¡  Choose specific days for posting content¡  Be consistent – you’re a news source¡  Helps stay on track and organize content¡  Choosing specific topics each day helps find content ideas—  Share calendar with everyone involved
  • 21. Step 5 – Join the Conversation—  Be Transparent and Authentic¡  Don’t be evasive¡  Offer your name, title, experience¡  Admit your interests in the topic¡  Define your credibility—  Strive to answer questions about your authenticity—  Don’t focus on selling, focus on engagement—  Earn a reputation, then introduce trusted products
  • 22. Step 5 – Join the Conversation—  Be the expert in your industry¡  Write about what you know¡  Offer insights to those who ask for it¡  Share links to resources you think add to the conversation—  When customers trust your content, they’ll trust yourproducts
  • 23. Step 5 – Join the Conversation—  Have rules of engagement¡  Know what to do with negative comments¡  Determine who is involved in responses¡  Admit to mistakes and thank those who bring it to attention¡  Respond Kindly—  Share the rules with your team—  Turn brand “detractors” into “advocates”¡  People remember bad experiences, but will buy again if it’scorrected
  • 24. Step 6 – Measure Your Returns—  What is a Return?¡  Non-financial÷  Visitors, word of mouth, page views, fans, followers¡  Financial÷  Sales, Transactions, Coupons÷  ROI—  Not all returns have to be $$ to bring value
  • 25. Step 6 – Measure Your Returns—  Qualitative¡  Are we part of our industry’s conversation?¡  How do our customers perceive us versus our competitors?¡  Did we build key relationships?¡  Are we moving from monologue to dialogue?—  Quantitative¡  Website Analytics¡  Social Mentions¡  SEO Rankings¡  Linkbacks¡  Subscribers
  • 26. Step 6 – Measure Your Returns—  Establish before/after baseline¡  What did our online environment look like before socialmedia?¡  What online channels were we using?¡  What does it look like now?—  Determine hard numbers here¡  5.5% conversion rate before¡  8.5% conversion rate now—  This baseline should track at least 6 months
  • 27. Step 6 – Measure Your Returns—  Develop Activity Timeline along same baseline—  Diagram exact dates in which key SM activitiesoccurred¡  8/11 blog started¡  8/13 Facebook page started¡  9/15 FB ad campaign begins¡  9/17 FB ad ended—  Note Milestones on diagram¡  500/1000/10,000 fans¡  100 clicks to blog link
  • 28. Step 6 – Measure Your Returns—  Look at Key Performance Indicators (KPI)¡  Transactions¡  New Customers¡  Sales¡  Revenue¡  Average Order Size—  Use Google Analytics to determine exact numbers—  What are the transaction precursors?¡  Brand mentions¡  Loyalty metrics¡  Store traffic¡  Free sample offers
  • 29. Step 6 – Measure Your Returns—  Overlay all timelines and lookfor patterns¡  SM Activities¡  Web Analytics¡  Store Metrics¡  Loyalty Metrics—  Circle areas where increasesoccur—  How were specific numbersachieved?¡  Facebook promotion¡  Product launch¡  Press release¡  Coupon offer
  • 30. Budgeting for Social Media—  Allocation vs. Addition¡  Do you raise new funds or borrow from existing budgets?—  How to determine Allocation or Addition¡  What are your goals?¡  How much is your existing marketing budget?¡  Which current tactics work? Which are most expensive?¡  What internal resources are available?
  • 31. Budgeting for Social Media—  What to budget for:¡  Time¡  Design and Branding¡  Analytics Tools¡  Social Monitoring¡  Automation Applications¡  Social Media Advertising¡  Outsources/Consulting
  • 32. How to Get Started—  Start with platforms you can actively maintain—  What outsourcing is needed?¡  Design, development, content management, market research—  Plan your content flow¡  Will you push content through all channels?—  Find tools to automate processes—  QR Codes are a MAJOR tool to be combined withSocial Media (
  • 33. Additional Resources—  Blogs¡¡¡¡—  Tools¡¡¡¡¡
  • 34. Questions?—  Open Forum—  Connect with us on social media:¡  Facebook:¡  Twitter:¡  LinkedIn:¡  Google+:¡  Pinterest:¡  Blogger:¡  Tumblr: