, Manager of Digital Content at Linden Lab, Associate Professor/Director of the Integrated Communication at Everett (ICE) program at The Edward R. Murrow College of Communication (Washington State University)
Elements of theSocial Media Marketing Plan Executive Summary & Strategies Overview Target Market Social Media Presence Tools & Implementation Competitive Analysis Monitoring & Tuning Goals Budget & ROI
Executive Summary & Overview High level overview Provides a key summary of your plan and highlights Imagine a “busy executive” only has a few seconds to “get” your pitch – what would you say? Sets context for your plan WHY should they adopt your plan? Keep it short and simple
Social Media Presence What are the key evaluation metrics that you will use to determine success in social media? Sentiment Analysis Reach Company Posts Feedback Average Response Time
Social Media Presence Things to consider – The Four “V’s”: Volume Velocity Visibility Volatility
Competitive Analysis SWOT Analysis Strengths Weaknesses Opportunities Threats What next? S-O Strategy Use if the business to amplify your existing strengths Go full force! W-T Strategy Use to minimize social media vulnerabilities Protect and prevent!
Competitive Analysis Gather data on competitors SEO rank? Compete.com or Quantcast traffic report?
Goals What will you aim to achieve? Is your goal measurable? It should be.
Determining Strategies How will you achieve your goal(s)?
Target Market Who is your audience? User Personas
Tools & Implementation WHICH social media outlets should you use?
Content Strategy Is your content: Findable Readable Understandable Actionable Shareable
Monitoring & Tuning How will you track, measure and evaluate your social media presence? What are the Key Performance Indicators (KPIs)? How will you react to the data to fine tune and improve?
Budgeting & ROI How much will it cost? Social media is not always free What is the ROI (Return on Investment)?
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