Tie your plan to a business objectiveExamples: • Sell products and/or services • Increase website traffic • E-mail sign-ups • Webinar sign-ups • Increase brand/company awareness (this includes SEO!) • Engage with your current and potential clients and partners Your goal is not to increase fan or follower count! What if there’s no business objective?
Formulate objectives • Sell products and/or services • By what percentage point? • Benchmarks per quarter? • Different goals per product or service? • Increase brand/company awareness (this includes SEO!) • Choose your keywords • “Editorial” calendar • Engage with your current and potential clients and partners • If they’re on social, make sure you know what they’re saying! • Who are you going after & how will you find them?
Based on objectives, select your engagement platform(s)
Plan your communication tactics within each platform • Who will engage? • How often will that person engage? (Be realistic!) • What platforms is your industry using? • What platforms will your industry be using? • Plan out your process and routine • Should you outsource? Do not forget to track & measure!
And when we say track and measure… • Social Listening • Social Outreach / Community Management Read this Google Doc on platforms available to you!
And when we say strategize… • Goal: Sell your product/service Social Media Thank You Message: Site Landing Page with At 1pm hear Page Live embedded from Expert Online Chat / ebook or on increasing Ads TwiFer related your web Chat products with traﬃc. discount Email
And when we say strategize… • Goal: Grow your email list Social Media Thank You Page with Website “Write Our Message: Landing Email for Us” Write our Online Page submissions & email for us Ads (email feature emails and win! sign-‐up) from the past for inspiraRon Email
DO… • Have conversations and engage with others • Create engaging content • Share relevant content • Integrate channels • Cross-promote when appropriate • Take some risks and have some fun • Read The Cluetrain Manifesto (don’t worry, it’s short!) Remember, social is about being social!
DON’T… • Over-promote • Broadcast • Sign up for a service and not use it • Be too conservative • Speak in a “corporate” voice – we’re all human, remember? • Expect overnight success • Bury your head in the sand if issues arise – have a plan to deal with those issues too! • Be scared of social. We’re all just people – even your customers!
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