The Business Case • US Internet users spend 3X more time on blogs and social media than on email • 43% of all online consumers are social media fans or followers • 81% of consumers receive product purchasing advice from friends and family on social media • 63% of companies say using social media has increased
The StepsA: Set Objectives The MDA: Most Desired ActionB: Integrate into communications planC: Tactical planning and executionD: Monitoring
A. Set ObjectivesBefore jumping into the social mediawaters, really think about WHY youwant to use social media:• Build customer communities• Drive website traffic• Provide customer service• Share company news• All of the above?
B: Integrate Into Plan• How does social media support the existing plan?• What objectives or portions of other marketing elements can social media: – Enhance – Reinforce – Replace – Support
C. Tactical Planning and Execution • Who: Who is responsible for posting and for oversight? • What: What content is being posted? • When: When do you plan on posting, monitoring, and responding? • Where: Where will you post content (which networks) • Why: Why are you doing it? • How: How are you going