Creating a social media plan


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A guide on how to create a social media plan for your local business. Brought to you by Cyberpoint Digital Media Marketing -

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Creating a social media plan

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