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Social Media Plan Anatomy

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A failure to plan is a plan for failure. Learn how to develop a sound social media plan that can be properly utilized, modified and measured. Have a clear road map, gain an understanding of your …

A failure to plan is a plan for failure. Learn how to develop a sound social media plan that can be properly utilized, modified and measured. Have a clear road map, gain an understanding of your audience(s) and build a business case for social media within your organization. Presented at Social Media for Business Event in Tempe, AZ on August 20, 2009.

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  • 1. The Anatomy of a Social Media Plan
    Presented by:
    Mike Corak & Chris Sietsema
    8.20.09
  • 2. Quick Intro
    Mike Corak
    Chris Sietsema
    not to scale
  • 3. Don’t Forget
    Twitter Hashtag:
    #SMAZ
    LinkedIn Group:
    http://budurl.com/smaz
    More Info (archives, video, next event details):
    SocialMediaAZ.org
  • 4. Planning Starts with Homework
    Listening
    Competitive Analysis
  • 5. Planning Starts with Homework
    John Q. Customer
  • 6. Objectives
    Aligned with Business Objectives
    Consider Campaign Type
    Community Relations/
    Customer Service
    Influencer/ Media Relations & Engagement
    General Awareness, Event Promotion, ROI
  • 7. Your Message
    Consistency with Brand / Other Mediums
    A Reflection of Audience Interests
    Opportunity Unveiled by Listening
    Source: VikaValter
  • 8. Becoming Familiar with Tactics
    What is Feasible with Each?
    Selecting the Right Tool
    Align Tactics with Objectives
  • 9. Connecting the Dots
    S
    T
    R
    A
    T
    E
    G
    Y
    Sample Objectives
    Grow
    Awareness
    Customer Service
    Engage New
    Audiences
  • 10. Connecting the Dots
    Encourage Interaction, Activity, Play
    Creative Engagement
    Your Message, Your Way :
    Your Social Thumbprint
  • 11. Measurement
    Pure Numbers
    Followers / Fans
    Engagement
    Web Analytics
    Site Traffic
    Sales / Leads
    Sentiment
    Positive
    Negative
    Neutral
    Source: Nick Sayers
  • 12. Resources
    Common Fallacy:
    Social Media is Cheap
    Time ≠ Money
    Enough Time from the Right People
    Future Resourcing?
    CEO, CFO, CTO, CMO … CSMO?
    Source: practition^r
  • 13. Review of Plan Anatomy
    With Planning:
    Source: puliarf
  • 14. Review of Plan Anatomy
    Without Planning (let’s be honest):
    Source: NMSA.org.au
  • 15. Review of Plan Anatomy
    Research
    Messaging
    Tactics
    Measurement
    Strategies
    Objectives
    Resources
  • 16. Key Elements
    Active & Ongoing Listening
    Flexibility: Count on Change
    Relationships Over Revenue
    Not a Game of Follow the Leader
    Rather You Are Building the Playground
  • 17. Questions?
    Twitter Hashtag:
    #SMAZ
    LinkedIn Group:
    http://budurl.com/smaz
    More Info (archives, video, next event details):
    SocialMediaAZ.org
  • 18. Gee, Thanks.
    Mike Corak
    mikec@offmadisonave.com
    480.505.4553
    @mikecorak
    linkedin.com/in/mikecorak
    Chris Sietsema
    chris@offmadisonave.com
    480.505.4529
    @sietsema
    linkedin.com/in/sietsema