The document discusses strategic social media planning for businesses. It recommends choosing key social media platforms based on factors like time investment, strategic goals, and target audience size. Facebook, Pinterest, and Instagram are identified as generally being the most important platforms. It emphasizes focusing content on quality over quantity, and having different messaging approaches for direct sales periods vs. indirect periods. It also discusses using paid promotion to boost organic reach and mentions budgeting approximately 25% of marketing funds for digital efforts like paid social ads, search ads, retargeting, and email.

1. Understanding Social Media Strategic Thinking
Shane O’Neill
Vice President - Fruchtman Marketing

2. Understanding Social Media Strategic Thinking
Time to get real about social media
Gone are the days of the “social media plaything” mindset. The course has changed and
those who want to succeed, have begun to
take things seriously.
It’s all about strategic planning and execution.

3. Understanding Social Media Strategic Thinking
Choose your platform
When choosing your social media platforms, you most
likely can’t do everything and do it well.
Consider this formula:
time+strategy+audience = effort /money
Which is to say, How much time do I need to dedicate to
properly maintain the social channel?
What is my strategic usage for the channel?
And, is the user base valid and large enough?

4. Understanding Social Media Strategic Thinking
Choose your platform(s)
Whether young or old, leave personal tastes at the door.
IE: A young person may
claim they never use FB
anymore and that
Instagram is where to be.
Hogwash, this is marketing
and we rely on numbers,
data and strategic thinking.

5. Understanding Social Media Strategic Thinking
The Big Three
Pack a punch with strong presence and strategy.
Facebook: Your anchor. Target the masses
during direct & indirect sales times of the
year.
Pinterest: 70-80% female. The social
channel to target the female self purchaser.
Instagram: Majority of users between 18-29
years old. The platform to attract the bridal
customer

6. Understanding Social Media Strategic Thinking
Social Media is “Media”
Just like TV, radio, paid
search and any other
types of bought media;
social media has an
audience that must be
reached out to.
IF YOU DON’T PUSH TRAFFIC YOU’RE SPINNING YOUR WHEELS!

7. Understanding Social Media Strategic Thinking
Did you know?
Just like Google, Facebook uses an algorithm,
called EdgeRank, to surface content that is
important to the viewer.
• Only 16-20% of your posts show in feeds.
• A typical Facebook update has a lifespan of 2 1/2 hours.
Paid media increases messaging to not only your current
fans, but potential new fans.

8. Understanding Social Media Strategic Thinking
Quality over Quantity
It’s really a rhetorical question; would you rather have a fan because
they like your content or because they want to win something?
Over the long term this “organic” approach delivers results.
• Conversion to in-store events
• Better page engagement
• Increase fans that see posts
• Sales, sales, sales

9. Understanding Social Media Strategic Thinking
The Organic Approach
A truly organic approach to fan acquisition is reliant
on solid strategy and planning, not contests, buying
fans, etc. It’s called marketing and it’s no different
than... say direct mail.
For example, would you buy a mailing list to your
entire city or zip codes of your target demo?
Organic is highly targeted and focused on quality
over quantity

10. Understanding Social Media Strategic Thinking
A Word On Contests & Promotions:
• Never a cornerstone to solid strategic planning
• Can dilute quality of fans and followers
• The prize pig... will eat your contest alive
• Should only be part of larger strategy
• Easy trick to get “fans”
• So 2012

11. Understanding Social Media Strategic Thinking
The Facebook Sales Cycle
Remember that Facebook is primarily a tool to brand your store.
You want to be top of mind when sales opportunities occur.
For the retail jeweler it’s best to view Facebook
in terms of two types of sales cycles.
Direct Sales Cycle: Opportunities that present themselves around
mass gift-giving times of the year such as Valentine’s Day, Mother’s
Day and the biggest; the holidays.
Indirect Sales Cycle: This makes up a majority of the year and includes
things such as engagements, birthdays, anniversaries, etc., but are
dependent on when people are in the market to buy.

12. Understanding Social Media Strategic Thinking
How Sales Cycles
Affect Strategy
The messaging changes to a softer
less sales oriented style,
but still provides marketing
opportunities.
Indirect Cycle Post

13. Understanding Social Media Strategic Thinking
How Sales Cycles
Affect Strategy
Some indirect posts can
include subtle price points, but
mix up your posts so not to
become to sales focused
Indirect Cycle Post

14. Understanding Social Media Strategic Thinking
How Sales Cycles
Affect Strategy
When direct sales opportunities
present themselves, the
message changes to drive
traffic in many ways.
Direct Cycle Post

15. Understanding Social Media Strategic Thinking
How Sales Cycles
Affect Strategy
Sometimes direct sales
opportunities present themselves
through unplanned events vs.
calendar events.
Direct Cycle Post

16. Understanding Social Media Strategic Thinking
Think like an
ad agency.
ad agency.
What We Know...
People love product and
things that connect to them
on a personal level.
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17. Understanding Social Media Strategic Thinking
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18. Understanding Social Media Strategic Thinking
Budgeting for Digital Marketing
Let’s use a sample budget based on 2.0 mil sales
• Healthy marketing budget around 6-7%
• That leaves $120,000 for marketing
• About 25% should be reserved for digital marketing
• So our digital marketing budget is $30,000
• Now what can we do with it?

19. Understanding Social Media Strategic Thinking
Budgeting for Digital Marketing
Social Advertising: $500 monthly.................. $6,000
Paid Search: $1,000 monthly...................... $12,000
Display Advertising: $XXX monthly............... $XXX
Retargeting: $XXX monthly........................... $XXX
Email Marketing: $XXX monthly.................... $XXX
Reserve for special promotions or holidays... $

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