SOCIALMEDIAPLAN Strategy, planning & deployment process
choice on whether we doWe don’t have asocial media, the question is how well we do it. Erik Qualman, American author of Socialnomics
A business pitch:Social media planning & strategy in 9 steps
So what we have today! Identify Know Listen needs audience Goals Results Build a team Create Select Crack content channels strategy
Listen what people are talking about your brand and find out where they are publishing
Plug social media monitoring tools into brand listening and competition tracking• Track keywords relevant to your business• Know the sentiments and share of voice• Set instant alerts using google alerts, twilert, RSS, etc.
Study your brand’s marketing initiative List down the best practice social media campaigns for referenceReserve & secure your username across social networks before the competitor does.
Identify needsIDENTIFY BUSINESS NEEDS
Identify why your business should or wants to be in social media You need a strong reasons; • Your competition is using it. • Your target audience is there, looking for information that your business should provide • It’s the next generation of WORD OF MOUTH marketing • Enhance brand exposure, experience and increase revenue • Social media can help reduce the cost of customer relation • You want to build a sphere of your influence
Know audienceUNDERSTAND YOUR CUSTOMER
Define your audience profile Employee Partner Customer Influencer
Establish your goals/objectives REACH •Get closer to the audience wherever they are •Create awareness about business offeringsAWARENESS •Increase traffic & page views •Get visible in search results •Ignite conversation and engagement with brand •Invite audience to participate in brand activities ENGAGE •Encourage and influence them to spread a word about your marketing activities •Collect database ACTION •Generate leads & demand •Increase footfalls and sales •Provide & improve customer service LOYALTY •Reduce the cost of CRM •Build relationship by providing inspiring and beneficial content
Crack strategyWhat’re the strategy actions?
The strategies helps achieve objectivesBe present and Build leading social presences - no. of fans/followers/subscribers - monthly growth rateactive in key socialmedia sites Seize the ownership in this space and be active brand - % of our social presencesEnable cross- Develop effective channel within the organization across the key functions - quality content/feedback - response time - proper utilization of effortfunctionalcollaboration and Integrate into marketing mixparticipation - % of social campaigns leading to on-ground activities - social channel awareness
The strategies helps achieve objective …contdShare and spread Ignite conversation and engagement - impressions/clicks - engagement rate (likes/comments/shares) - sentimentsinspiring &beneficial content Seek audience participation by providing reasons in order to drive footfalls/salesthat portrays brand - registrations - gifts/coupons distribution - referrals - conversionsvaluesSustain and Build long term relationship with audience by providing customer service - Customer satisfaction - positive word of mouthcontinue toinfluence youraudience.
Select channelsSelect a right mix of channels
Build a list of channels, which are appropriate to your strategy. And reason why? Blogging Message Photo Boards Sharing Key Social Platforms Video Micro Sharing Blogging Social networking
Create contentBuild a storyline for audience
Content is king. And it can be anything! News/ Events FB apps Question /Poll Tips/ Advice Product/ Service Campaign Sale/FB ads Discount /Offers Fun & Festives
Build calendar. Set the frequency. Schedule the delivery. • Build weekly or monthly calendar • Decide number of posts/format per social media site • Schedule the day and time for the post for better engagement • Use engagement tools (Hootsuite, Facebook, Tweetdeck, etc.) for scheduling the post (especially on weekends)
ResultsTRACK YOUR PERFORMANCE
Analysis. Insights. Report.
Build a teamYOU NEED A TEAM OF COMMANDOS WITH LATEST WEAPONS
Internal alignment. External integration. Connecting customers, employees and technology together to drive efficiency and results. Brand & Tools Marketing ProcessSales & HR &Support Comms Team • Who’re the people, their roles and responsibility? • What’s the process they are going to follow? • What are the tools they are going to use?
Social media guidelines for customers & employees
THANK YOU!Vinod Nagar,Regional Social Media ManagerNokia - Asia Pacific, Middle East & Africa OperationsCurrently, he’s working with Nokia as a regional social media manager for APAC & MEA Regionsbased out of Dubai. Previously worked in Ogilvy, Euro RSCG, etc. where he enjoyed working on IBM,Dell, HP, BSNL and list goes on.His entrepreneur skills drove him to build the foundation of a digital and social media company inDubai as well. He provides digital marketing consultancy to some of media & ad agencies in Dubai.Some of the brands include Clarins, Levis, Lulu Hypermarket, Thierry Mugler, Azzaro, BITS Pilani,MBC2, Samsung, Ford, Du, Parachute, Almarai, etc.You can reach out to me at www.vinodnaagar.com ae.linkedin.com/in/vinodnaagarwww.twitter.com/vinodnaagar (@vinodnaagar)Email: firstname.lastname@example.org