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Social Media Marketing Plan Sample

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A part of my application for a HiBaby internship

Published in: Marketing, Technology, Business

Social Media Marketing Plan Sample

  1. 1. 1.WHAT IS ASKED TO MAXIMIZE -WHAT IS THE THING -IDEAS / GOALS 2.MY PROPOSAL -DIGITAL MARKETING MISSION STATEMENT -LONG TERM OBJECTIVES (12 MONTHS) -SHORT TERM OBJETCTIVES (3 MONTHS) -ABOUT THE TARGET AUDIENCE -WHAT ARE BUYER PERSONAS STRATEGY -LONG TERM -SHORT TERM TACTICS -HIBABY BLOG -MANAGING TWITTER SUMMARY 3.EXPLANATION 4.THANK YOU
  2. 2. SALES A CORRECT USE OF THE SOCIAL MEDIA CHANNELS CAN BE DIRECTLY LINKED TO SALES AND PURCHASE INTENT BY GENERATING LEADS AND SALES WHICH ARE ACTIVATED ONLINE AND OFFLINE. COMMUNICATION ENCOURAGING ONGOING ENGAGEMENT COMMUNICATING BRAND PERCEPTION AND KEY BRAND MESSAGES COMMUNICATE UPDATES AND OFFERS ENCOURAGING DIALOGUE TO FIND OUT MORE ABOUT HIBABY REPUTATION MONITORING AND MANAGEMENT CUSTOMER SERVICE • PROVIDE INFORMATION TO RESOLVE CUSTOMER SERVICE ISSUES • IDENTIFY DISCUSSED CUSTOMER ISSUES AND RESOLVE THEM
  3. 3. “Our vision is to create a digital space where people will find and share guidance, resources and discussion about babies, like picture and video sharing, but also, interaction for advice. This is aimed at increasing our awareness and credibility through showing our understanding of key issues and developments in the matter.” This could be an example of vision
  4. 4. Around 10 qualified leads generated in the second half of the year Increased visibility for HiBaby, generating at least 1,000 Twitter followers and 1,500 additional visits a month to the HiBaby website from social media. Establish HiBaby as a commentator on the baby world issues through producing a minimum of one weekly blog post advising on baby topics & baby photos and video sharing Broaden thought-leadership shown across the industry, through writing at least 6 guest posts on industry news sites and blogs Relationships nurtured with potential clients by achieving at least 500 downloads of a PDF guide; adding at least 500 names to our email database, and staying in contact with them through monthly newsletter
  5. 5. Set up our social media platforms and blog that are missing, and established a brand ‘look and feel’ to which they will conform Become familiar with the social media platforms and comfortable using them Built up a schedule of our social media activities for the next three months Built up a stock of blog posts at least a month ahead Generated at least 200 relevant followers on Twitter Attracted a considerable number of visits to our blog Increased the number of followers on our Facebook page
  6. 6. ABOUT THE TARGET AUDIENCE Working together with the management team and interviews with current and potential customers, we can develop some ‘Buyer personas’ who represent our ideal targets for this social media campaign.
  7. 7. Research-based archetypal (modeled) representations of who buyers are, what they are trying to accomplish, what goals drive their behavior, how they think, how they buy, and why they make buying decisions. HELP HIBABY GAIN A DEEPER UNDERSTANDING OF BUYERS AND THEIR BUYING BEHAVIORS THIS HELPFUL UNDERSTANDING IS AIMED AT INFORMING DECISIONS ON MARKETING AND SALES STRATEGIES WHAT ARE BUYER PERSONAS?
  8. 8. STRATEGY
  9. 9. Content: To publish information that is genuinely useful to potential clients, for the mission statement, drawing them closer to us and establishing us as experts in our field Audience: To target the three groups represented by the buyer personas Interaction: To use the social media platforms to interact with our target clientele by using social media to push potential clients towards our ‘home ground’, the website, the Facebook page, the twitter account and perhaps a new blog where they can learn more about our services Convert: To collect their email addresses or contact details to identify prospects and discuss our services with them further. Encourage download of the company videos and a new pdf brochure. To actively pursue opportunities to write on other popular forums and sites in our industry (press coverage)
  10. 10. Start implementing points 1-4 of the long-term strategy Start working in the social media platforms that are missing Focus on establishing a smooth procedure for the production of blog posts and longer written material, including a schedule Build up a very strong core of at least 150 relevant Twitter accounts to follow and target as potential clients Spend time daily browsing Twitter and Facebook feeds, as well as relevant blogs in the industry, to familiarize ourselves with the platforms
  11. 11. Time: 1 hour 30 minutes / day (including blog writing, ideal by various staff members); not including development of social media schedule) + 3 hours a month to produce newsletter Budget: 5 euros / week for photos IT WOULD BE GOOD TO REEVALUATE THE STRATEGY IN THE NEXT 3 MONTHS Framework and platforms TARGETING KEY PLATFORMS
  12. 12. The blog could a good focus for our social media strategy. It will house all the main original content, and we will use the other social media (Facebook, Twitter, Pinterest…) to drive visitors to it. The fast goal for the blog is to learn how to use it, to produce the right kinds of material and to begin to build up our visitor numbers. In the future, it can be used to generate enquiries, to get visitors’ details and build up your email list. Managing HiBaby blog
  13. 13. Time allotted 2 hours / week blog writing 15 minutes / week to post blog, respond to comments Targets 1 good blog post a week 300 visits to blog over 3 months Measurement Google Analytics checked every two weeks Responsabilities write content, coordinate the production of blog posts, monitor and reply comments Budget 1 euro / week for photos
  14. 14. REQUIREMENTS The blog will be built in easy-to-update Wordpress using a modified existing theme tailored to HiBaby’s branding, or (for best results) a a HiBaby specific theme that could be designed by the website designer. There will be a facility for visitor comments The design must take into account that we may wish to advertise a free PDF or other resource through the blog to spread all over the audience. Each blog post will include a good-quality picture from Fotolia or similar site online, free images can be used with good results, but for a small quantity you can get stunning images. Paragraphs will be short
  15. 15. Post frequency: A post a week (to start with) Days: Experiment to see which day attracts most traffic: we could try Mondays in February, Wednesdays in March and Thursdays in April Time: Experimenting with time I can see what works better Comments: Set up an email notification system so we can respond to comments as soon as they are posted When to post
  16. 16. The goal of the blog posts would be to provide information and advice that our target groups find genuinely useful. The focus must be on helping with their problems and goals, not writing only about the app. Material directly about the company should make up no more than one in four blog posts. Schedule one post a month for each of our target groups Try to include relevant key words for SEO purposes At the end of every post, include the next step we want them to take to engage more closely: for example, a link to another relevant post, or to an advertised job. Each post should include a large, related picture Define a set of 10-15 hashtags to highlight the content we’re sharing What to write
  17. 17. Each post will be linked to the social media on Twitter, Facebook, Pinterest, Instagram, Google plus… Include key words in each post that will help SEO Links to be sent to contacts in monthly newsletter Include a link to the blog on employees’ email signatures, all presentations, to spread it efficiently.
  18. 18. PURPOSES To expand the reach of the brand and show that we are thought-leaders To drive traffic back to the blog and other social media To engage with potential clients KEYS Post material that is of genuine interest to the target audience. Follow people who are of potential interest to us, both in the hope that they will follow us back, and so that we can respond to their own tweets and build up a relationship with them.
  19. 19. Time allotted 20 minutes a day to post links on Hootsuite or similar 15 minutes a day reading feed and engaging 1 hour / week building up follower list Targets • Post 6 Tweets a day + daily interaction with 3 target tweeters using Hootsuite to tweet with campaign code tracking. • Get 4 retweets or favourites mentions per week by end of 3 month • 150 visitors to blog via Twitter • Build up an audience of 250 followers • Follow 250 relevant accounts Measurement Hootsuite reports integrated with Google Analytics Twitter counter Twitonomy Responsabilities Write and post tweets, build up follower list and engage Budget 3 euro / week for photos
  20. 20. Where possible, include a picture in the tweet Use only to shorten links Where possible, use baby related hashtags to draw attention to the tweets When posting links, try to include a comment on, or introduction to the content Where possible, encourage conversation by posing questions (“Do you agree?” “What do you think?” “Tell us about your experiences”) Tone: Professional, friendly, entertaining, slightly opinionated
  21. 21. Monday – Friday (at the beginning) Try different combinations through the week to see the response Space out tweets evenly throughout the day Post the link to the blog once a day each week, at different times of the day (and with slightly different titles) When to post
  22. 22. One link daily to that week’s blog post Three links to third-party material. These can be retweets (not from competitors) or links to articles, videos, photos that are of interest Two original messages that will interest our target audiences: Tips Facts Questions that spark conversation Observations about the industry Comment about something related to babies #FF (Follow Friday) – link to someone with whom we are trying to engage The themes outlined for the blog should be used as guidelines for our Twitter content as well What to write
  23. 23. Build up strong core of people HiBaby follows in order to interact with them and (possibly) get followed in return Use Twitter’s list feature to track particularly important potential clients and contacts, and interact with them often Use baby hashtags so that we are easily found Make sure that buttons / links to the Twitter account are clearly visible on staff’s business cards, email signatures, the blog and other pages like HiBaby website
  24. 24. WHO TO TARGET Anyone fitting into the buyer personas Accounts belonging to parents or people with baby profile pictures Influential Twitter users in the sector Competitors HOW TO FIND THEM Search for specific companies / names we already know we want to target Find existing clients who fit the profile and see who they are interacting with See who is using baby-related hashtags (#) Use Klout to see who is influential in the industry HOW TO INTERACT WITH THEM Daily, reply to at least three posts by groups one and two and influential Twitter users (do not reply to rivals). Separate the top 50 people with whom we would like to work into a list (can be hidden from the public) and check it every day in order to interact with them. How to target
  25. 25. OBJECTIVES SUBSTANTIATION STRATEGIES TO ACHIEVE GOALS KPIS (CRITICAL SUCCESS FACTORS) OBJECTIVE 1: REACH INCREASE VISITS TO SITE BY 1500 PER MONTH ADD ABOUT 1000 TWITTER FOLLOWERS THIS YEAR THIS IS REALISTIC BASED ON LEVELS OF FOLLOWERS AND VISITS THAT COMPETITORS ACTIVE IN SOCIAL MEDIA ARE GETTING  BLOG POSTS – SOCIAL SHARING AND SEO OF ARTICLES  INFLUENCER OUTREACH IN FACEBOOK & TWITTER  GUEST POSTING INCREASE VOLUME/% OF  NATURAL SEARCH VISITS  VISITS FROM SOCIAL MEDIA SITES OBJECTIVE 2: ACT GENERATE 500 DOWNLOADS OF A NEW PDF GUIDE AND PROFILE CONVERSION RATES  FEATURING PDF WITHIN BLOG POSTS AND ON SOCIAL MEDIA  FEATURING PDF IN NAVIGATION AND RESOURCE SECTIONS OF BLOG  NATURAL SEARCH CONVERSIONS  NEW CONVERSIONS WHERE REFERRER IS SOCIAL MEDIA OR DIRECT. OBJECTIVE 3: CONVERT SOCIAL MEDIA DOWNLOADS TO ‘’x’’ SALES LEADS CONVERSION OF CAPTURED PROFILES TO MARKETING QUALIFIED LEADS  EMAIL WELCOME FOLLOW- UP FROM DOWNLOADS  PHONE FOLLOW-UP OF RELEVANT PROFILES  LEAD CONVERSION RATE OBJECTIVE 4: ENGAGE IMPROVE RETURNING SITE VISITS BY 20% IT CAN MEASURED IN GOOGLE ANALYTICS  NEWSLETTER FEATURING CONTENT FROM SOCIAL MEDIA  CLICKTHROUGHS FROM SOCIAL MEDIA FOLLOWERS  RETURNING VISITS FROM SOCIAL MEDIA
  26. 26. But these were just examples, obviously, each social media channel has to have its own strategy. For example, I developed an strategy for the existent channel of Twitter. But strategies should be developed for the rest of existing channels: For example, I developed an strategy for inexistent channel of blogging, which could be very interesting for the company. Channel ideas could be:
  27. 27. Thank you for your time checking this presentation and I hope you like it enough to give me an opportunity

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