Building a digital media plan


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  • Building a digital media plan

    1. 1. Building A Social Media Plan Rebecca Wardlow Social Biz Diva
    2. 2. Overview• Social Media Introduction• Create Your Social Media Plan• Social Media Budgeting• Bringing It All Together• Q&A
    3. 3. What Is Social Media Social media is media designed to be disseminated throughsocial interaction, created using highly accessible and scalable publishing techniques. -
    4. 4. Social Media is Powered by YOU
    5. 5. Social Media is Powered by YOU• Ongoing conversations happening RIGHT NOW• Promotional channel for CONTENT distribution• Steady stream of information for: – Research – Feeback – Building Relationships
    6. 6. Social Applications• Forums• Collaborative Tools• Contests• Games• Implemented under your own brand to lead participation through steps of engagement that drive your business
    7. 7. Brand Out-Posting• Brand Outpost – a place you create for your brand within the context of an existing social media network.• Include useful application or compelling activity related to your brand, product or service that connects with your customers visiting the outpost.
    8. 8. Social Media Statistics
    9. 9. Advice to get you started!CREATING A SOCIAL MEDIA PLAN
    10. 10. Step 1: Pre-Planning• Questions to ask yourself – What are people interested in? – What are people willing to pay for? – What info changes & people need to be updated on? – What do people need support for? – What do people want help in? – What do people want to improve upon – What are people passionate about?
    11. 11. Step 2: Listen to the Conversation• Secure your brand presence on Social Platforms – Blogs, Facebook, Twitter, LinkedIn, Pinterest, Google+ – Use consistent naming and branding• Set-up social monitoring – Google Alerts – – Twitter Search
    12. 12. Your Fans & Customers• What are their Challenges?• What are they Passionate about?• What Questions are they asking?• What are their Needs?• What is your Competition doing?• How can you Solve their issues?
    13. 13. Meet Your Fans Where They Are• What will grab the attention of your potential and current fans?• What are they talking about already with their friends? Challenges? Passions? Questions? Needs?• Be their go-to-source while incorporating images, video and Ecubing (educate, entertain & empower)
    14. 14. Step 3: Create Target Profile• Target Audience is age 25-50 males / females – $350B in spending power – 16 to 19 hours online each week – 96% of them have joined Social Media• 78% trust peer • Belong to: recommendations • Twitter: 31 – Only 14% trust • Facebook: 33 advertisements • LinkedIn: 39
    15. 15. Step 3: Create Target Profile• Find key attributes from listening• Chart out their presence online• Do Market Segmentation – Demographics • Age, Gender, Family Size, Social Class, Income – Geographic • Region, Population, Climate – Psychographic • Activities, Interests, Opinions, Attitudes – Behavioralistic • Brand Loyalty, Benefits Sought, Readiness to Buy• Keep gathering information
    16. 16. Step 4: Where Is Your Audience• You don’t need to be on EVERY Social Media Platform!• Be where your customers ARE!• Know the basics (age, gender, location)• How can you solve their problem?• Remember Social is about THEM not YOU
    17. 17. Find Your InfluencersMeasurement Typical Tools & Services What It ShowsSocial Influence Buzzstream, Kout, SocialBro, Provides insight into Kred & more profile connections revealed by examination of social graphs.Reach Facebook (fan count), Provides an indication of TwitterGrader, Klout, SocialBro connectedness within a community relating to an individual profile or page.Frequency of Posts Buzzstream, Sysomos, Provides an indication of Heartbeat how active a particular person or source is.
    18. 18. Step 5: Set Goals• Write down your goals• Gain an understanding of what people are saying about your brand, product or service (LISTENING)• Analyze what you find to extract meaning (SOCIAL MEDIA ANALYTICS)• Develop a response program (ACTIVE LISTENING)• When you find negativity, don’t ignore it. Respond to the individual that you are happy to take the discussion offline.
    19. 19. Step 6: Join the Conversation• Engagement on the Social Web means – Customers or Stakeholders become participants rather than viewers – Your customers are willing to take their time and energy to talk to you & about you in conversations – They have taken a personal interest in what you bring to the market – Your customers are now part of your marketing department – In fact, your customers and what they think and share with each other form the foundation of your business.
    20. 20. The Process• Consumption – downloading, listening, reading, or watching digital content• Curation – sorting, filtering, rating, reviewing, commenting on or tagging content• Creation – providing tools, support, help, templates, samples and more that allow members to create content. Allowing members to share something they created, took a picture of, etc.• Collaboration – between members of the community. Directly involving your customers in the design and delivery of what you make.
    21. 21. Step 7: Measure ROI• What is ROI (Return on Investment)?• How do I measure ROI?• Is ROI the actually appropriate end measure for your intended use of social technology?• Or should you focus on KPI (Key Performance Indicator)?• KPI are numerical key performance indicators such as conversion or new registrations, as well as a social presence
    22. 22. Social Media AnalyticsMeasurement Sources Details & NotesTraffic Leads Based on the source of traffic arriving Tie this to your current customer at your site behaviorMembership Level The number of fans or followers, or How many fans are also followers? subscribers if the content is offered as What percentage is active in more than a free or for-pay subscription one channel?Members Activity Number of members (registrants) What percentage of your membership versus actual unique visitors base is visiting you with some regularity?Conversions Google Analytics, your conversion What share of your social traffic is funnel actually completing the activities you have definedMentions Social Media Analytics, Tweetdeck, How many people are talking about HootSuite, & others you? What are the trends over time?Virality Send-to-Friend, cross-posts, Digg & How much (or how little) is your more content being spread?
    23. 23. Wait? I thought Facebook, Twitter, Google+… are FREE?SOCIAL MEDIA BUDGETING
    24. 24. SOCIAL MEDIA IS NOT FREE Even if you do it Yourself!
    25. 25. Your Budget• Time• Design & Branding• Analytic Tools• Social Monitoring• Automation Applications• Social Media Advertising• Outsourcing / Consulting
    26. 26. Social Media Engagement Levels• Level 1 – Placeholders • Level 3 – Dedicated – Secure usernames on Strategic Development platforms, set up fan – Active profiles on several page platforms• Level 2 – Short-Term – Promotions, Contests, Ac Promotion tive Content Distribution – Answering questions – Finding key influencers
    27. 27. Ready, Set, Go! Create A Plan!1. Start with a strategy2. Add specific tactics – What accounts to follow/use – What content to tweet/share – What to watch out for – When to reach out – How to reach out3. Measure4. Committing the People5. Tracking and Following Up
    28. 28. Questions & AnswersCONNECT WITH ME on other social media platforms... Twitter @ @ @ Website: Google+: Let’s Go SOCIAL! Have an Amazing Day!