Developing an Effective Social Media Marketing Plan


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Tips Tactics & Best Practices for developing a Social Media Marketing Plan. We are at at interesting point in time, we are privileged to see the convergence of "The WEB World & The Social World" May these pages help you understand the best uses for both. I am available for questions please feel free to contact me if I can be of assistance in any way.

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Developing an Effective Social Media Marketing Plan

  1. 1. Tips, Tactics, & Best Practices
  2. 2.  What is Social Media  Time to Plan Taking the First Bite  Starting Point How Did We Get Here  12 Months or Bust Perspective  90 Day Rule The Sociology of Social Media  Ask, Ask, Ask Social Media’s Big 3  Stop- Look- Listen Identifying Social Media Platforms  Cross Promote Social Channel Facts  Social Media Goal Setting Google Places  Plan of Action  Publishing Guidelines
  3. 3. Food for thought regarding Social Media How does Social Media and its elements fit into your Marketing Plan? Do you have a plan for Social Media, or are you just Facebooking and Tweeting as you go?
  4. 4. From Wikipedia, the free encyclopedia Social media are media for social interaction, using highly accessible and scalable communication techniques. Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue. Richism - ”Social Media is Virtual Word of Mouth”It is sill the best & most powerful form of advertising.
  5. 5.  Any form of electronic communication that starts, maintains and perpetuates a conversation, with one or multiple individuals & interactions. Social Media is “VIRTUAL WORD of MOUTH”.
  6. 6. Social Media Marketing is like eating an Elephant. How do you eat an Elephant? One bite at a time!
  7. 7. Bite off only what you can effectivelymanage. As time goes on and youbecome proficient, add new bites.Most people & companies have aFacebook page, it might be time tolook at taking that next bite.
  8. 8. Great Ad Concepts -copied by- Bad AdvertisersHave caused customers to change how theysearch for and how they receive information.George Louis is “Mr. Big Idea.” George is oneof the advertising industry MEGA leaders. Helaunched the “I Want My MTV!” campaign inthe early 1980’s. He also launched the littleknown TOMMY HILFIGER clothing line, whichsoared to the top seemingly overnight.
  9. 9. In Advertising & Marketing, there are a fewBig Idea’s or great concepts. Theseconcepts tend to set the industry standard.Soon the market becomes flooded withcopycat ideas. More often than not thecopycat promotion lacks the substanceand the passion of the original Big Idea. Thus they fall short of expectation, take up space & just make noise.
  10. 10.  We Create ads, buy placement, insert & hope for results?.... When that fails! We buy BIGGER ads, RAISE our Voice, & make the Phone Number Bigger! We are throwing our products at theconsumer with the tact of a Carnival Barker! People have Tuned Us Out!
  11. 11. Do not let history repeat itself! As you move into the world of Social Media, don’t make thesame mistakes as we did in advertising. SOCIAL MEDIA is People Connecting with PeopleYour company can & should have a personality.Be transparent, let your fans, friends & followersknow who you are, and what you believe in.
  12. 12.  To be successful in the emerging world of Websites & Social Media … You must make your fans, friends & followers FEEL SOMETHING. Invite them to follow you & when they do, be sure include them in conversations & thank them. Websites and social media can be very cold and devoid of emotion … As human beings we have a hunger for socialization we have a need to be involved and accepted as part of a group.
  13. 13. In order to find customers online you MUST learnto THINK like an online customer.Shift your thought process, for a moment becomea stranger to your product.Put yourself in the shoes of someone who hasnever been to your area, never seen your hotel,never experienced your attraction or product. NOW YOU CAN BEGIN TO LEAD THEM WHERE YOU WANT THEM TO GO!
  14. 14. Communication methods have changeddrastically, therefore our sociology andbehavior patterns have also been changeddrastically.John Antonios, marketing consultant hascreated a WONDERFUL graphic depiction ofMaslow’s Hierarchy of needs and how theyrelate to Social Media.
  15. 15. The Internet = Entertainment! It is 24-7/365 It’s gone Mobile, which makes decision making and information gathering instantaneous.
  16. 16. Think of Social Media & Websites as Hounds & Hunters. Social Media sites are the Hounds. Your Website is the Hunter. The Hounds purpose is to drive traffic/business to the Hunter. The Hunter, then in turn takes care of business.
  17. 17. 1. Content- Topic what you are saying.2. Conversation- Engaging the guest, what you are speaking about usually becomes a running dialogue that can last minutes to months.3. Credibility- Ranking, Comments & Social Bookmarks- Who is endorsing you & what they are saying about you and your product.
  18. 18.  Content is the information or text that is on your website, blog, and or your social conversations, it is… “The Topic or… What you are Saying” It can and should include images, pictures, graphs… anything that is relevant and can help catch the eye of a potential client.
  19. 19.  Content is one of the many factors that the search engines use when assigning a value to or the ranking of your website. Content/Keyword strategy is a must, it should be well thought out & planned. (TIP) Build it in your Social Media Marketing plan!
  20. 20. The Organic Search - Google looks at manyfactors when page rank and search relevanceare concerned: Page Title Meta Data Content & Keywords Photos with Alt tags Search Engine Friendly URL’s
  21. 21. A conversation is a two or more sidedexchange of information.In most cases it is a running conversationbetween a company and several guestsor followers simultaneously.
  22. 22. In my opinion the next GREAT metric toinfluence web rankings is the credibilityfactor. Search engines are beginning to payvery close attention to Social Media Sharing.o Shared Social Linkso Social Bookmarkso Comments & Rankings
  23. 23. This is Google’s latest solution to the SocialMedia question. Google is a search engine thatorganizes and ranks web content.Google realizes the web is changing, “VirtualWord of Mouth” sharing of information in socialcircles is growing at an inconceivable rate.To stay on top of theinformation game,Google has to have apiece of the social action.
  24. 24.  Blog- = Self Publishing Facebook- = Online Branding Twitter- = Short Quick Publications YouTube- = Control Product Depiction Linked In- = Global Ideas/Corp. Research TRIPADVISOR- = Reputation Management
  25. 25.  Blog- is a self-publish platform which allows relevant content and information regarding your business to be digitally uploaded or broadcast on the web.(Tactic)–Great place to inserta link to another websiteor package partner.
  26. 26. Blogging is a KEY element in any Social Media Strategy, it can be used to1. Add relevant Keyword-Rich content to a site.2. Link relevant information from site to site.3. It is Content, it is Conversation & with the proper social widgets, adds Credibility to your overall web presence.
  27. 27. Facebook- (Best Practice)Use it for online branding; Facebook’s strength liesin it’s ability to convey passion & elicit emotion.Leverage your contacts friends list. “Share theLove” well-planned commentary can exciteperipheral clientele as never before. Make your Fan’s Friends - Your NEW FansBe who you are, be transparent… people fall in lovewith people, not companies & soulless creatures.
  28. 28. o Receives More Traffic than Google Each Day.o 500 Million Active Users, 50% Logging in Each Dayo 700 Billion Minutes of Time Per Montho 69% of Users are a Fan of One or More Business Pageso 46 Years of YouTube Video are Watched Each Dayo Women are Likely to Visit Multiple Times per Day
  29. 29. o 280 Million Registered Userso 460,000 New Accounts Created per Dayo 1 Billion Tweets per Weeko 182% Increase in Twitter Mobile Users in One Yearo 75% of Twitter Traffic Comes from Other Collaborating Social Networkso Twitter’s Search Engine Receives 600 Million Search Queries per Dayo 400 Tweets per Minute Contain a YouTube Link
  30. 30. o490 Million Unique Users Worldwide per Month with 92 Billion Page Views.oRegular Visitors Spend 15-25 minutes per day.oAuto Tweets result in approximately 6 new sessions.oVideo Consumption Across Social Networks Equals 46.2 Years per day.
  31. 31. o 50 Million Monthly Visitors across 18 Travel Brandso Hosts 6 Million Candid Photoso Properties with More Than 20 Photos Get 150% More Engagemento Vast Majority of Traveler Comments are Positiveo 65% of People Surveyed State a Management Response would Sway Travel Decisions
  32. 32.
  33. 33. If a social media platform is not bringing inbusiness but still carries weight and has value,(Tactic) - utilize it as a tool.Remember- 65% of People Surveyed Stated“A management response would sway travel decisions”In the overall scheme, TripAdvisor providesbusinesses with a great venue to show off theirpublic relations & customer service skills.
  34. 34. Bad online comments are like my golf game, Ihave a tendency to slice. IT IS GOING TO HAPPEN!I had better come up with a way to cope with it.(Best Practice) Come up with a simple solutionwhere you can encourage “Happy Guests” tocomment on their experience. Fight Fire with Fire!
  35. 35. WHY?1. Free Local Platform from Google to help local search results.2. Easy to use page display with map & location.3. Allows for customer reviews and management responses.4. Google Places is Google’s answer to Trip Advisor and Yelp.
  36. 36. For the purposes of Tourism Marketing, I suggestthe use of these 4 tools to publish and broadcast yourinformation.1. Blog- Ties to your website / Home to your content.2. Facebook- Leverage fans relationships.3. Twitter/In- Broadcast message in short form.4. YouTube – Visual representation for the guest.
  37. 37. Build a blog, make it the solid foundation ofyour information/ content creation.(Best Practice) Host your Blog on the sameserver as your website.Just because it’s Socialdoesnt mean thatthere are no SEObenefits.
  38. 38. I believe in a 12 month planning cycle,September is a great time to lay out your planof action. It is deep enough into your season that you have solid statistical data to use as a reflection. It is also close to the end of the year, if there is a need to adjust plan for an emergency campaign it can be accomplished. If you are not comfortable planning 12 months out, I suggest at least a 6 month planning cycle.
  39. 39. Are designed to feature relevant/targetedinformation, delivered with strategic timing. (TIP) Acquire event calendar from your city or chamber of commerce, publish engaging info. (TIP) Feature your destination, write unique relevant content that will position your destination and your facility as a “MUST Do!” Guests are HUNGRY for information they want you to be their Online Concierge.
  40. 40. Your online efforts/plan should beready 90 days out.Broadcast information with enoughadvance notice that you give yourclients, followers & fans enoughtime to plan and be able to forwardinformation to their friends.
  41. 41.  Whether you are posting a daily chat, planned post, or scheduled E-newsletter ALWAYS make it easy for your fans, friends & followers to Share your information. (Tactic) Meet with your Website administrator, have them create a “Share or Add this” account. Use these widgets on all website pages, blog pages & E-newsletters. Both Share & Add this widgets have analytic reports. Be sure to sign up for these reports.
  42. 42. ◦ Ask to be “Followed”.◦ Ask them to “Like” video or post.◦ Ask them to “SHARE” information with their friends.◦ Ask for their “Thoughts & Opinions” ◦ STOP - LOOK - LISTEN
  43. 43. Stop -Yelling at your Customers!Social Media isnot about the“Hard Sale”If your standard post is “Buy Now”I guarantee most people have tuned you out!
  44. 44. Look -Find out what is important to theguest by read their reviews & comments.(Best Practice) Learn from the client. Themore you study them as a group, themore likely you are to find that theyshare common points of interest.
  45. 45. Listen - To your co-workers, many of themhave their finger on the pulse of the consumer. If you are a hotel– go see the concierge or front desk staff, find out what guests are asking for? If you are an attraction – go spend some time with admissions staff. They hear the good, the bad, and the ugly from the guests.
  46. 46. • Cross promote all Videos on Blog- by linking videos from YouTube Channel to Blog.• Each time you produce a new video, send a message to fans & followers on Twitter, Linked-In & Facebook.
  47. 47. Not any more, is a tremendousresource for creating cost effective presentations. Turn digital stills into great video.Once you produce your video, upload it directly to your YouTube Channel
  48. 48.  ?feature=mhee#p/u/4/SOfKQR4iKI4 ?feature=mhee#p/u/0/5tIk1VRNlZw
  49. 49. Richism” Analytics are your Social/Web P&L Statement”Be sure that your company is using some kindof analytics program on both its web site and itsblog. I.e. Google Analytics, Webstats, Urchin.Get used to measuring traffic, know whatinformation generates the greatest traffic. (Feed the visitor more of what they like, keep engaging the visitors.)
  50. 50. 2011 Actual Facebook -Likes Insert Present # of Likes2012 Goal Facebook -Likes Insert Goal #2011 Actual YouTube Views Insert Present # of Videos viewed2012 Goal YouTube Views Insert Goal #2011 Actual Tweets & Followers Insert Present # of T & F2012 Goal Tweets & Followers Insert Goal #2011 Actual Blog Followers Insert Present # of Blog Followers2012 Goal Blog Followers Insert Goal #2011 Actual E-News Subscribers Insert Present # of Subscribers2012 Goal E-News Subscribers Insert Goal #
  51. 51. Action Start Date Responsible End Date Acquire local event calendar from City or 9-01-11 DOM- Writer 9-06-11 Chamber of Commerce. Look in house at events or special occasions that 9-01-11 DOM - Writer 9- 06-11 your property is involved in. Interview Front line workers to verify guest’s 9-7-11 DOM –GM- 9-15-11 wants and needs, incorporate into 12 month blog Frontline- writer posting plan. Create 12 month blog posting outline 9-17-11 DOM - writer 9-24-11 Decide how many times a month you will post. Again only bite off what you can manage..1x -2x- 4x ??? By topic decide where you are going to distribute, Facebook, Twitter … What video will you produce if any and when will it drop
  52. 52.  When writing always remember to address the Who, What, Where, When & Why of the topic. Keyword research, find 5 great terms that help promote your property and event. Create a twelve-month plan around special events or a series of “How-to” posts. Publish upcoming events 90 days out in blog posts and in e-newsletters. Send E-mail to subscription list, this is where you can push the “Hard Sale” include Share Button.
  53. 53.  Blog Company Facebook Page Company Twitter Page Company YouTube Channel Google Places Account Add this or Share Widgets Social Bookmark Widgets Develop 12 month Blog Post-Plan of Action Analytics-Web/Social P&L Statement Cross Promote Commitment
  54. 54. • Social media is a Commitment If you decide to utilize social media as part of your online marketing, realize that you can not start and stop this activity. You must:• Post on a regular basis• Reply to all guests• Keep it Professional & Personable (Don’t whine online)• Keep it Pertinent (Answer their questions & comments)• Keep it Passionate (Always write with a smile)• Keep Business site & Personal sites SEPARATE at all times
  55. 55. (865) 242-1700Download this presentation at