A Sample job I have done as an online freelance agent on FIVERR.

1. MK 4305
Social Media Marketing
Social Media Marketing | MK 4305 | #GSUSocial17 | June 15,
2017
PART 2: SOCIAL MEDIA MARKETING PLAN
PART 1: SMM MANAGEMENT TOOLS
Instructor: Jason Winston

2. TOOLS FOR MANAGING THE SOCIAL
MEDIA MARKETING EFFORT
PART 1

3. What Are Social Media Marketing
Tools?
Software designed to support or to automate common SMM
activities that include content generation, publishing,
scheduling publication and republication, testing, monitoring,
analysis, and many more.
Some ways tools have been categorized:
 Social listening software
 Social analytics software
 Social advertising
 Content curation, and more

4. Four types of Social Media
Tools
Purchased Services
Multiple Platform Services Single Platform Services
Single Purpose Tools

5. Choosing the Right Tool for the
Job
 Rule #1 – Investigate the tools offered by a platform.
 Rule #2 – Think about what you need to accomplish.
 Rule #3 – Be sure the tool services the platforms you use.
 Rule #4 – Consider how many people need to use the tool
and what their roles are.
 Rule #5 – Consider whether a free tool will suffice, or whether
a paid one is needed.
5

6. Single-Purpose
Tools
Content marketing involves
traditional marketing as well as all
of digital marketing including social
media; a host of tools specific to
content marketing have grown up.
• The editorial calendar is used by
publishers to ensure that writers,
photographers, graphic artists, and
other specialists involved in content
creation meet deadlines for moving
work to the next stage so that it is
done on time.
Single-Purpose
Tools

7. http://writtent.com/blog/wp-content/uploads/2013/10/GoogleDocs.png

8. TOOLS TO DEVELOP AND MONITOR YOUR
PERSONAL BRAND
• There are tools specially designed for or especially appropriate for
personal branding.
• We can discuss only a few, so research others.
• Discover – You conduct a self-assessment of your goals and personal characteristics.
As you continue personal brand development, it is useful to discover what others are
saying about you in a professional context (Google Alerts is one tool).
• Consider Mention ,Talkwalker, or Social Mention.

9. • Investigate the tools offered by
each platform you are using.
• Consider Google Trends to see
what others in your region or
industry are publishing.
• Other useful content creation
tools:
• Evernote offers many support
options for writers
• Headline Analyzer rate the quality
of your headline
• Canva offers easy-to-use graphic
design tools
TOOLS TO DEVELOP AND MONITOR YOUR
PERSONAL BRAND

10. • Communicate – Tools that can ease the task of communicating
across your chosen platforms:
• Hootsuite offers scheduling options
• Buffer facilitates scheduling posts across platforms
• Both of these tools offer monitoring data
• IfThisThenThat (IFTT) offers more complex scheduling options called
recipes.
• An especially important aspect of communicating your personal brand is
how to include it in the job search process. Forbes offers a slideshow that
offers useful tips on how to present your personal brand in a job
interview.
TOOLS TO DEVELOP AND MONITOR YOUR
PERSONAL BRAND

11. TOOLS TO DEVELOP AND MONITOR
YOUR PERSONAL BRAND
• Maintain – Part of maintaining your personal brand is to continue to create
and post relevant content to your chosen platforms.
• Maintenance also requires monitoring the growth of your reach and effectiveness on
various platforms.
• Google Analytics can be used for this purpose.
• Many SMM tools used for other tasks also offer analytics, including Hootsuite, Buffer,
Sendible and Cyfe.
• Klout, in a different category, measures an individual’s influence across all of the social
media channels in which he participates.
• Wishing you well: start small & simple, then grow.
My Private Social
Networks

12. SINGLE-PLATFORM TOOLS
• Some basic tools for tracking brand activity and
brand mentions on FB & other platforms:
• Facebook Insights: FB furnishes this tool to business
users; it allows them to see a variety of metrics about
the use and popularity of posts, and is accessed
directly from the brand page.
• Mention: allows the user to create alerts (your
name?) and be notified when it appears anywhere on
the web; the user can connect the alert to social
media accounts and react as soon as it is received; it
also provides metrics; free version.
• Each of these tools does similar things; they
have straightforward, limited functionality.
Single-
Platform Tools

13. • Facebook’s enhanced targeting tools:
• Interest targeting: Instead of targeting posts to all people who
Like their page, marketers can now choose a subset based on
their interests.
• Post end date: Publishers can specify the date a post will no
longer appear on the news feeds of followers, though it is still
on the marketer’s page.
• Smart publishing: Allows users to see which of their stories are
being posted on FB by readers.
• If enough post, FB will send the content to all who liked FB; a
dashboard helps monitor activity.
SINGLE-PLATFORM TOOLS

15. MULTIPLE PLATFORM TOOLS
• These are complex, and few are free beyond a
trial period; not a suite of services.
• Hootsuite: basic functions allow users to:
• Publish on various platforms and monitor activity there
• Schedule posts
• Create reports for each platform used
• Connect apps in order to be able to access other platforms
• Monitor content from selected blogs and websites
• More is available to the Pro user of the platform
• A free plan allows the beginner to experiment with it
Multiple-
Platform Tools

17. PURCHASED SERVICES
• In some ways, the suppliers of these services
behave like advertising agencies.
• The business must offer a set of SM services that
meet a wide range of client needs.
• While they vary, most are organized around basic
categories of SMM services like the stages of the
Social Media Planning Cycle.
• Not likely to be free.
• Sprout Social is one of many complex
toolboxes available to the SM Marketer :
Sprout Social
Purchased
Services

18. BEST PRACTICES FOR SMM TOOLS
1. Don’t rely to heavily on the tool.
• It’s not the tool or the technology that is
important.
• It’s what the marketer needs to accomplish
that determines the appropriate choice & use
of tools.
2. Focus on the strategy, not the tools.
• Even the best tools cannot rescue a poor
strategy, or substitute for a lack of one. The
strategy comes first, then the tools to
implement it.
3. Next think about the marketing tasks
that must be accomplished and the
person(s) who will have the task
assignments.
• First, think about what marketers must do.
• Then, think about who & how many people
4. Start small, with simple tools that can
be mastered quickly.
• It will save money to begin with a free tool.
• Mastering them will provide a quick ROI.
5. Use dashboards to put tasks and
monitoring data in an easy-to-
comprehend visual format.
• A key reason for using tools is efficient
accomplishment of tasks
• Bring key strategic issues together to save
time and promote the use of the data for
decision making.

19. SOCIAL MEDIA MARKETING
PLAN
PART 2

21. CREATING AN INFORMATIVE AND EYE-CATCHING
TITLE PAGE
• A sharp title page makes a Social Media
Marketing plan stand out and instantly
provides the reader with the information
necessary to identify the purpose and
authors of the document.
• A title page of the plan should begin with
a descriptive name for the document,
followed by company name, address,
contact information, and authors.
• Include the publication date of the document.
• Avoid lengthy descriptions on the title page.

23. AUTOMATICALLY GENERATING A TABLE OF CONTENTS
• A table of contents (TOC) is
essential for a lengthy document
such as a SMM plan.
• If manually prepared, the TOC should
not be assembled until the plan is
finished.
• Go through the entire manuscript to
find and record all section headings,
subheadings and page numbers.
• This task is laborious, monotonous,
and error-prone.
• Modern word processers like Microsoft
Word can automatically generate a TOC
from formatted section headings in the
document.
• Formatting can be done during or

24. WRITING A COMPELLING EXECUTIVE SUMMARY
• Lead with Why the Plan Should be
Adopted.
• Keep the Audience in Mind.
• Organize the Summary to Reflect the
Structure of the Plan.
• Provide a General Overview of the
Main Components.
• Limit the Length.
• Include the Names of the Plan’s
Authors.
• Compose the Executive Summary Last.

25. COMPOSING A BRIEF OVERVIEW
• Describe the industry and firm by providing a quick look at the
past, present and likely future of the industry and the firm’s track
record in it.
• Explain the competitive advantage to show how the firm can
realize significant gains by using SMM.
• Describe how SMM can contribute by concisely listing the SM
actions required to secure the competitive advantage. It is
dangerous to assume readers of the plan will readily grasp the
value of SMM, let alone how it can deliver results.
• See Figure 15.5 in textbook for an example.

26. OBSERVING SOCIAL MEDIA PRESENCE
◦ Measuring social media brand health can be done in many
ways; five key metrics are:
 Sentiment Analysis: shows the number of positive, neutral, or
negative mentions on each media platform.
 Reach: Indicates the number of Twitter followers, Facebook fans,
LinkedIn group members, etc.
 Company Posts: measure how often the company posts on each
social media platform.
 Feedback: Shows the number of comments, likes, or replies to
company-generated content.
 Average Response Time: Assesses response time to user comments
on the company’s social media properties.
BARKER, MELISSA S ET AL. SOCIAL MEDIA MARKETING: A STRATEGIC
APPROACH. 2ND EDITION. MASON, OH: SOUTH-WESTERN CENGAGE
LEARNING, 2016. PRINT.

28. CONDUCTING A COMPETITIVE ANALYSIS
 One useful way to conduct a competitive analysis is with a SWOT
Analysis (Strengths, Weaknesses, Opportunities, and Threats).
BARKER, MELISSA S ET AL. SOCIAL MEDIA MARKETING: A STRATEGIC
APPROACH. 2ND EDITION. MASON, OH: SOUTH-WESTERN CENGAGE
LEARNING, 2016. PRINT.
◦ The SWOT options are:
 S-O Strategy: Follow social media platform opportunities that match
the firm’s strengths on social media.
 W-O Strategy: Overcome weaknesses in social media performance to
follow opportunities on the social web.
 S-T Strategy: Identify ways the firm can use its platform strengths to
reduce its vulnerability to external threats.
 W-T Strategy: Create a protective strategy that reduces the chances
the firm’s SM weaknesses will make it vulnerable to external threats.
This strategy would likely involve monitoring the social web to detect
customer complaints and handling them before they become a PR
disaster.

29. SETTING GOALS
◦ With reconnaissance and analysis complete, it is possible to determine the SM goals that stand the
best chance of achieving a competitive advantage.
 Chapter 2 introduced a set of general SM goals, which provide a good starting point.
 They include brand building, increasing customer satisfaction, driving word-of-mouth recommendations,
producing new product ideas, generating leads crisis reputation management, integrating social media with PR
and advertising and service engine optimization (SEO).
 The process will involve revising, integrating or dropping some to fit the needs of the firm.
BARKER, MELISSA S ET AL. SOCIAL MEDIA MARKETING: A STRATEGIC
APPROACH. 2ND EDITION. MASON, OH: SOUTH-WESTERN CENGAGE
LEARNING, 2016. PRINT.

31. DETERMINING STRATEGIES
 The next step is to identify the strategies best suited for helping the firm reach its goals.
◦ Chapter 2 also introduced the Eight Cs of Strategy Development, guidelines for constructing SMM
strategies for a particular firm.
◦ However, they must be fitted to fulfill a particular firm’s social media goals.

33. IDENTIFYING THE TARGET MARKET
◦ A firm may know the profile of its target audience, but the behavior, interests and tastes of that
target market might be slightly or radically different on the social web.
 Personas provide an effective means for the firm to categorize target audiences on the social web.
 Characteristics include demographics, needs, interests tastes and behavior.
 One popular way to define personas is with Forrester Research’s Social Technographics Profile.
BARKER, MELISSA S ET AL. SOCIAL MEDIA
MARKETING: A STRATEGIC APPROACH. 2ND
EDITION. MASON, OH: SOUTH-WESTERN
CENGAGE LEARNING, 2016. PRINT.

34. SELECTING PLATFORMS
 Once the demographic and behavior characteristics of the personas have been used to define
a firm’s target market, the social media platforms with the highest contraction of the target
audience should e chosen.
◦ For instance, if the personas primarily include conversationalists and content creators, marketers will
want to divide their attention between social networks and other online communities where people
frequently converse and where people contribute content, such as video and photo sharing sites.
 Selecting Platform-Specific Tactics
◦ Each SM platform requires unique and customized tactics; the following sections summarize the
marketing tactics for key SM platforms.
BARKER, MELISSA S ET AL. SOCIAL MEDIA MARKETING: A STRATEGIC
APPROACH. 2ND EDITION. MASON, OH: SOUTH-WESTERN CENGAGE
LEARNING, 2016. PRINT.

35. IMPLEMENTING
 Creating Content
◦ Developing or Acquiring Content: Conduct a thorough analysis of the content needs for each social
media platform, & the needs of each.
◦ Managing Content: User content should be moderated, with careful grafting & pruning of discussion
threads to keep them on topic.
◦ Cross-Utilizing Content: Restructure content for cross-platform use; be careful not to over-utilize;
search engines may label it spam.
◦ Breaking Apart Content: Use smaller chunks; format.
BARKER, MELISSA S ET AL. SOCIAL MEDIA MARKETING: A STRATEGIC
APPROACH. 2ND EDITION. MASON, OH: SOUTH-WESTERN CENGAGE
LEARNING, 2016. PRINT.

36. IMPLEMENTING
 Assigning Roles
◦ Specific responsibilities must be assigned based on expertise & availability of staff; typically assigned to
marketing or PR, but most lack the skill.
◦ The most successful SMM efforts result from having nontraditional roles lead the conversation.
 Home Depot has its associates respond to questions on Twitter.
 Ford has its mechanics tweet about their automobiles,
 Starbucks has its baristas lead the conversation.
◦ All need the proper skills and/or training.
BARKER, MELISSA S ET AL. SOCIAL MEDIA MARKETING: A STRATEGIC
APPROACH. 2ND EDITION. MASON, OH: SOUTH-WESTERN CENGAGE
LEARNING, 2016. PRINT.

37. MONITORING
 Tracking
◦ Choose optimal topics of focus; select platforms with the greatest concentration of the target
audience, identify optimal keywords & phrases, adjust searches when necessary.
 Measuring
◦ Define quantitative and qualitative metrics and KPIs to assess progress in reaching goals.
◦ Table 15.5 shows the quantitative metrics for the XYZ Coffee Company.
◦ Table 15.6 shows qualitative KPIs for the firm.
BARKER, MELISSA S ET AL. SOCIAL MEDIA MARKETING: A STRATEGIC
APPROACH. 2ND EDITION. MASON, OH: SOUTH-WESTERN CENGAGE
LEARNING, 2016. PRINT.

38. MONITORING
 Evaluating
◦ The process of interpreting data once it has been measured, to derive insights and
understanding.
◦ Measurement gains meaning through analysis
 Selecting Monitoring Tools
◦ Free monitoring tools work well for listening to social media (Google Alerts,
SocialMention, etc.)
◦ Paid monitoring tools like Radian6 provide all-in-one solutions for tracking, measuring,
and aiding in analysis of qualitative metrics.
BARKER, MELISSA S ET AL. SOCIAL MEDIA MARKETING: A STRATEGIC
APPROACH. 2ND EDITION. MASON, OH: SOUTH-WESTERN CENGAGE
LEARNING, 2016. PRINT.

39. TUNING
 Tuning is the constant and continuous process of adjusting and improving the elements
of the SMM plan to maximize chances of success.
 Reevaluating the goals, strategies, and execution of the plan is necessary because of
ever-changing nature of consumer tastes, countermoves by competitors, and new
social media technologies.
BARKER, MELISSA S ET AL. SOCIAL MEDIA MARKETING: A STRATEGIC
APPROACH. 2ND EDITION. MASON, OH: SOUTH-WESTERN CENGAGE
LEARNING, 2016. PRINT.