Creating A Social Media Plan


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Building your brand with Social Media.
The power of Facebook Fan Pages

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Creating A Social Media Plan

  1. 1. Creating a Social Media Plan<br />By: Steve Shepherd<br />For:<br />
  2. 2. Overview<br />Social Media Channels<br />6 Steps to Creating a Social Media Plan<br />Budgeting for Social Media<br />Getting Started<br />Questions<br />
  3. 3. What is Social Media<br />Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. <br />- <br />
  4. 4. What is Social Media?<br />An ongoing conversation that’s happening RIGHT NOW<br />A promotional channel for content distribution<br />A long-term return on investment <br />A steady stream of information for:<br />Research<br />Feedback<br />Building Relationships with customers, clients, contacts<br />
  5. 5. Current Statistics<br />Over 80% of people in the US have at least 1 social media account<br />Social media makes up over 17% of all online usage<br />Overtaken email as #1 activity on the web<br />As of February, 2011, there were 156 million public blogs<br />Posting almost 1,000,000 blog posts daily<br />93% of Americans believe companies should have a social media presence <br />85% believe those companies should be interacting with customers<br />
  6. 6. Social Media Statistics - Facebook<br />600 Million active users worldwide <br />200 Million on mobile devices<br />Mobile users are twice as active as non-mobile users<br />Average user has 130 friends<br />Over 900 million objects people interact with<br />Pages<br />Events<br />Groups<br />Average user creates 90 pieces of content/month<br />Fastest growing segment is 35-45 years old<br />
  7. 7. Social Media Statistics - Twitter<br />110 Million registered users<br />Signing up 300,000 daily<br />75% of traffic comes from outside<br />Third party applications<br />55 Million tweets daily<br />600 Million search queries on twitter search daily<br />Peak days to tweet are Tuesday & Wednesday<br />
  8. 8. Social Media Statistics - YouTube<br />More videos uploaded in 60 days than 3 largest networks create in 60 years combined<br />35 hours of video uploaded every minute<br />That’s about 200,000 Hollywood movies each week<br />2nd largest search engine on the web<br />3rd largest website on the web<br />Exceeds 2 Billion views daily<br />Double the prime-time audience of all 3 major US networks combined<br />
  9. 9. How is Social Media Used?<br />Customer Service<br />Product/Service Feedback<br />Networking and Job Searching<br />Promotions<br />News<br />Internal communication<br />
  10. 10. Click the Video<br />
  11. 11. Case Study: Martell Home Builders<br />Start using social media in May 2007<br />Uses Twitter, SmugMug, Facebook, Blog, Yelp<br />Works on social media 1 hour per day<br />Sold 16 homes in 2007, 40 in 2008, and over 100 in 2009<br />Sold one home using only social media<br />Never met the client in person<br />
  12. 12. Case Study: Martell Home Builders<br />Customer-centric strategy <br />Fresh blog content<br />GPS tracking in trucks with Google Maps<br />Keeps customers informed and workers accountable <br />YouTube videos introduce customers to employees<br />SmugMug keeps photo logs of customer projects<br />Customers log in to see project progress<br />Currently has 12,000 twitter followers<br />Tweets about projects, tips, company updates<br />
  13. 13. Case Study: Martell Home Builders<br />Why they are successful:<br />Realized importance of relationships with customers<br />Transparent<br />Well defined Social Objectives<br />Internal shared vision<br />Streamlined communication process<br />Sell experience to customers<br />
  14. 14. Creating a Social Media Plan<br />Preplanning<br />Listen to the Conversation<br />Create Your Target Profiles<br />Set Specific Goals<br />Join the Conversation<br />Measure ROI<br />
  15. 15. Step 1 - Preplanning<br />Questions to ask internally:<br />Where do our customers get their information<br />What influences our customers? <br />How does information flow in our industry?<br />What promotional channels are we currently using?<br />Are they working?<br />Asking questions indicates how social media can be used to complement your business goals.<br />
  16. 16. Step 2 – Listen to the Conversation<br />Secure your brand on social platforms<br />Usernames are often unique<br />Use consistent usernames across all platforms<br />Set up monitoring channels<br />Google Alerts<br />Social Mention<br />Technorati<br />Twitter Search<br />Radian6<br />Monitor influencers, competitors, blogs/comments, and industry news sources<br />
  17. 17. Step 3 – Create Your Target Profile<br />Focusing on key target segments lowers marketing costs<br />Example:<br />Target Audience is 25-35<br />$350 Billion in spending power<br />Spend 20 hours online weekly<br />96% of them join social networks<br />This information can be gathered through market research, surveys, or previous studies<br />
  18. 18. Step 3 – Create Your Target Profile<br />Find key attributes from monitoring channels<br />Chart presence on social media<br />Market Segmentation<br />Demographic<br />Geographic<br />Psychographic<br />Behavioralistic<br />Continue gathering customer data at each step of your plan<br />
  19. 19. Step 4 – Set Specific Social Goals<br />Increase brand awareness<br />Increase traffic/Opt-ins<br />Develop business partnerships<br />Boost SEO/SEM results<br />Generate Leads<br />Reduce CRM costs<br />Increase Revenue<br />
  20. 20. Step 5 – Join the Conversation<br />3 Phases of Social Equity<br />Awareness<br />Qualify fans and followers as leads<br />Engagement<br />Increase long-term communication<br />Exclusive promotions will help turn advocates into customers<br />Social Commerce<br />Determine small data set to introduce products to<br />Gather product reviews<br />
  21. 21. Step 5 – Join the Conversation<br />Establish an Editorial Calendar<br />Choose specific days for posting content<br />Be consistent – you’re a news source<br />Helps stay on track and organize content<br />Choosing specific topics each day helps find content ideas<br />Share calendar with everyone involved<br />
  22. 22. Step 5 – Join the Conversation<br />Be Transparent and Authentic<br />Don’t be evasive<br />Offer your name, title, experience<br />Admit your interests in the topic<br />Define your credibility<br />Strive to answer questions about your authenticity<br />Don’t focus on selling, focus on engagement<br />Earn a reputation, then introduce trusted products<br />
  23. 23. Step 5 – Join the Conversation<br />Be the expert in your industry<br />Write about what you know<br />Offer insights to those who ask for it<br />Share links to resources you think add to the conversation<br />When customers trust your content, they’ll trust your products<br />
  24. 24. Step 5 – Join the Conversation<br />Have rules of engagement <br />Know what to do with negative comments<br />Determine who is involved in responses<br />Admit to mistakes and thank those who bring it to attention <br />Respond Kindly<br />Share the rules with your team<br />Turn brand “detractors” into “advocates” <br />People remember bad experiences, but will buy again if it’s corrected<br />
  25. 25. Step 6 – Measure Your Returns<br />What is a Return?<br />Non-financial <br />Visitors, word of mouth, page views, fans, followers<br />Financial<br />Sales, Transactions, Coupons<br />ROI<br />Not all returns have to be $$ to bring value<br />
  26. 26. Step 6 – Measure Your Returns<br />Qualitative<br />Are we part of our industry’s conversation? <br />How do our customers perceive us versus our competitors? <br />Did we build key relationships?<br />Are we moving from monologue to dialogue? <br />Quantitative<br />Website Analytics<br />Social Mentions<br />SEO Rankings<br />Linkbacks<br />Subscribers<br />
  27. 27. Step 6 – Measure Your Returns<br />Establish before/after baseline<br />What did our online environment look like before social media?<br />What online channels were we using?<br />What does it look like now? <br />Determine hard numbers here<br />5.5% conversion rate before<br />8.5% conversion rate now<br />This baseline should track at least 6 months<br />
  28. 28. Step 6 – Measure Your Returns<br />Develop Activity Timeline along same baseline<br />Diagram exact dates in which key SM activities occurred <br />8/11 blog started<br />8/13 Facebook page started<br />9/15 FB ad campaign begins<br />9/17 FB ad ended<br />Note Milestones on diagram<br />500/1000/10,000 fans<br />100 clicks to blog link<br />
  29. 29. Step 6 – Measure Your Returns<br />Look at Key Performance Indicators (KPI)<br />Transactions<br />New Customers<br />Sales<br />Revenue<br />Average Order Size<br />Use Google Analytics to determine exact numbers<br />What are the transaction precursors?<br />Brand mentions<br />Loyalty metrics<br />Store traffic<br />Free sample offers<br />
  30. 30. Step 6 – Measure Your Returns<br />Circle areas where increases occur<br />How were specific numbers achieved? <br />Facebook promotion<br />Product launch<br />Press release <br />Coupon offer<br />
  31. 31. Budgeting for Social Media<br />Allocation vs. Addition<br />Do you raise new funds or borrow from existing budgets?<br />How to determine Allocation or Addition<br />What are your goals?<br />How much is your existing marketing budget?<br />Which current tactics work? Which are most expensive? <br />What internal resources are available?<br />
  32. 32. Budgeting for Social Media<br />What to budget for:<br />Time<br />Design and Branding<br />Analytics Tools<br />Social Monitoring<br />Automation Applications<br />Social Media Advertising<br />Outsources/Consulting<br />
  33. 33. How to Get Started<br />Start with platforms you can actively maintain<br />What outsourcing is needed?<br />Design, development, content management, market research<br />Plan your content flow<br />Will you push content through all channels?<br />Find tools to automate processes<br />Tweetdeck<br />Hootsuite<br />Sendible<br />
  34. 34. Additional Resources<br />Blogs<br /><br /><br /><br /><br />Tools<br /><br /><br /><br /><br /><br />
  35. 35. Questions?<br />Contact me at:<br /><br /><br /><br />