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Social Media Marketing Campaigns

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Learn the basics of creating a social media marketing plan in this Washington State University (WSU) lecture from Brett Atwood.

Learn more at www.crowdcircles.com.

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Social Media Marketing Campaigns

  1. 1. Social Media Marketing Plans
  2. 2. Elements of the Social Media Marketing Plan  Executive Summary & Overview  Social Media Presence  Competitive Analysis  Goals  Strategies  Target Market  Tools & Implementation  Monitoring & Tuning  Budget & ROI
  3. 3. 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
  4. 4. 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
  5. 5. Social Media Presence  Things to consider – The Four “V’s”:  Volume  Velocity  Visibility  Volatility
  6. 6. 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!
  7. 7. Competitive Analysis  Gather data on competitors  What keywords are they targeting?  What sites are they partnered with?  Who visits their site?  Resources:  SimilarWeb  Quantcast  Alexa.com/siteinfo
  8. 8. Goals  What will you aim to achieve?  Is your goal measurable?  It should be.
  9. 9. Determining Strategies  How will you achieve your goal(s)?
  10. 10. Target Market  Who is your audience?  User Personas
  11. 11. Tools & Implementation  WHICH social media outlets should you use?  Are all outlets used the same way?  Are all mainstream social media outlets important for your audience?  What about smaller, niche social networks?
  12. 12. Content Strategy  Is your content:  Findable  Readable  Understandable  Actionable  Shareable
  13. 13. Checklist (Source: Content Marketing Institute)
  14. 14. 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?
  15. 15. Budgeting & ROI  How much will it cost?  Social media is not always free  What is the ROI (Return on Investment)?
  16. 16. Crowdcircles.com Want to learn more? Visit Crowdcircles.com

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