Developing a social media plan


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  • You want to go where people are already spending their time online, rather than trying to create a group on Facebook and dragging non-Facebook users into the Facebook world, for example. Then, you will want to define the problems you have that social media may address among your audience
  • Based on your communications objectives, who is your primary and secondary audience
  • Nucleus - Focus on your customer and how you solve their problems. Have direct ways they can engage in the sale pipeline. What three questions would they want answered if they visited you? What actions can people take to engage? Make sure you keywords in your content match how you want to be found to increase your Google ranking.
  • Developing a social media plan

    1. 1. January 8, 2009 How to Get Started Building a Social Media Plan
    2. 2. What is social media? <ul><li>Online destinations where individuals can share information in a variety of formats (text, audio, video) and engage in two-way dialogues around topics of common interest. </li></ul>
    3. 3. Social Media is an Evolution in Marketing
    4. 4. Marketing Has Evolved <ul><li>Broadcast – Garner Attention </li></ul><ul><li>One-way communication </li></ul><ul><li>Corporate ‘speak’ </li></ul><ul><li>Highly controlled </li></ul><ul><li>Conversation – Garner involvement </li></ul><ul><li>Multi-directional communication </li></ul><ul><li>Informal tone </li></ul><ul><li>Building community </li></ul>Traditional Marketing Social Media Marketing
    5. 5. <ul><li>Social media is not a fad. </li></ul><ul><li>It’s a fundamental shift in the way we communicate. </li></ul><ul><li>. </li></ul>
    6. 6. The jury is in on the use of social media
    7. 7. <ul><li>Increase awareness </li></ul><ul><li>Enhance brand credibility </li></ul><ul><li>Build reputation as a thought leader </li></ul><ul><li>Encourage promoters </li></ul><ul><li>Build SEO ranking </li></ul><ul><li>Offer an unprecedented opportunity to engage with prospects and customers </li></ul>Benefits of Social Media
    8. 8. The Knowledge Factor
    9. 9. 43% Lack of knowledge, expertise 53% Lack of internal resources/time
    10. 10. How Social Media Works
    11. 11. The Case for Social Media? PROFIT RELATIONSHIPS EXPOSURE GROWTH
    12. 12. January 8, 2009 What Social Media Tools Should I Use?
    13. 13. Social Media Channels Social Networking Blogs MicroBlogs Social Bookmarking Forums Wikis Multimedia
    14. 14. Personal Publishing Channels <ul><li>Purpose – Personal Publishing </li></ul><ul><ul><li>Portray yourself as an expert </li></ul></ul><ul><ul><li>Be seen as a useful source of information (not just selling products/services) </li></ul></ul><ul><ul><li>Give satisfied customers a voice </li></ul></ul><ul><ul><li>Promote your business </li></ul></ul><ul><ul><li>Generate referrals </li></ul></ul><ul><li>Blogs </li></ul><ul><li>Thought leadership </li></ul><ul><li>Credibility </li></ul><ul><li>Audience building </li></ul><ul><li>Education </li></ul><ul><li>MicroBlogs </li></ul><ul><li>Customer service </li></ul><ul><li>Social networking </li></ul><ul><li>Awareness building for published content </li></ul><ul><li>Multi-Media </li></ul><ul><li>Thought leadership </li></ul><ul><li>Education </li></ul><ul><li>Credibility </li></ul>
    15. 15. Social Networking Channels <ul><li>Purpose – Social Networking </li></ul><ul><ul><li>Create a community of interested prospects and customers </li></ul></ul><ul><ul><li>Move this community to an economic action over time </li></ul></ul>Largest social networking site in the world Networking tool to find connections for employees, industry experts, partners, etc Social networking for creative types
    16. 16. Discussion Space Channels <ul><li>Purpose </li></ul><ul><ul><li>Give current and prospective customers a place to discuss your company, products and services </li></ul></ul><ul><ul><li>Provide a resource for customers to help one another </li></ul></ul><ul><li>Wikis </li></ul><ul><li>Defining new products, concepts, etc </li></ul><ul><li>Social Bookmarking </li></ul><ul><li>Sharing relevant content </li></ul><ul><li>User ratings </li></ul><ul><li>Forums </li></ul><ul><li>Get involved with trade industries </li></ul>
    17. 17. Micro-Messaging and Chat Channels <ul><li>Purpose </li></ul><ul><ul><li>Provide quick updates about dynamic processes to a specific group of people </li></ul></ul>Chat and Micro-Messaging Using SMS (portable device text messaging) or Instant Messaging to get across quick and instant ideas
    18. 18. January 8, 2009 A Social Media Methodology
    19. 19. Think Backwards <ul><li>Go where people are online </li></ul><ul><li>Don’t try to create your own group and drag people there </li></ul><ul><ul><li>For example, use LinkedIn group rather than create a new Facebook group </li></ul></ul>
    20. 20. 1. Define Objectives & Social Media Goals Business Objectives Social Media Marketing Goals Brand Building Generate awareness and drive traffic to website Establish market and thought leadership Increase education Acquire new customers Increase leads Introduce new products and services Drive trial Retain current customers Customer Loyalty through Brand Promotions (eg. coupons, contests) Market Research Gain intelligence, form/change opinion Improve current products and services Provide customer service
    21. 21. 2. Who is your Audience? <ul><li>Existing Customers </li></ul><ul><li>Audience Size </li></ul><ul><li>Industry / Region </li></ul><ul><li>Company types </li></ul><ul><li>Title </li></ul><ul><li>Info gathering process </li></ul><ul><li>Prospective Customers </li></ul><ul><li>Prospect Customers </li></ul><ul><li>Industry / Region </li></ul><ul><li>Company type </li></ul><ul><li>Title </li></ul><ul><li>Info gathering process </li></ul>
    22. 22. 3. Who are the Other Constituents? <ul><li>Relevant Groups </li></ul><ul><li>Media </li></ul><ul><li>Political </li></ul><ul><li>Relevant Groups </li></ul><ul><li>Associations </li></ul><ul><li>Networks </li></ul>If you’re going to spend time crafting unique content, share it with the right people
    23. 23. 4. Where are They Online? <ul><li>Which parts of your audience and stakeholders spend time on social media? </li></ul><ul><li>Conduct a survey if you don't know. </li></ul><ul><li>Find out which social media sites they use now and how often (daily, weekly, or less often). </li></ul>
    24. 24. 5. What does the Social Landscape Look Like? <ul><li>Market </li></ul><ul><ul><li>Keywords </li></ul></ul><ul><ul><li>Influencers </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Online Destinations </li></ul></ul><ul><li>Competitors </li></ul><ul><ul><li>Presence </li></ul></ul><ul><ul><li>Initiatives / Content </li></ul></ul><ul><ul><li>Experts </li></ul></ul>
    25. 25. 6. What Resources do you Have Available? <ul><li>Resources </li></ul><ul><ul><li>People </li></ul></ul><ul><ul><li>Financial </li></ul></ul><ul><li>Time </li></ul><ul><li>Messaging Strategy </li></ul><ul><ul><li>Key Messages </li></ul></ul><ul><li>Experts </li></ul><ul><li>Content Assets and Marketing Tools </li></ul><ul><ul><li>Online </li></ul></ul><ul><ul><ul><li>eNewsletters </li></ul></ul></ul><ul><ul><ul><li>eMail Blasts </li></ul></ul></ul><ul><ul><ul><li>Blog </li></ul></ul></ul><ul><ul><li>Offline </li></ul></ul><ul><ul><ul><li>Mailings </li></ul></ul></ul><ul><ul><ul><li>Articles </li></ul></ul></ul><ul><ul><ul><li>Research Papers </li></ul></ul></ul><ul><ul><ul><li>Events </li></ul></ul></ul>
    26. 26. 7. Build a Framework Business Objectives Social Media Goal Content Initiative Social Media Channel Brand Building Generate Awareness & Drive traffic to website Promotional Announcements Produce Viral Media Media Relations Social Bookmarking Blog YouTube Third-party reviews Social Bookmarking sites Establish market and thought leadership Increase education How-To Videos Educational Blog Podcast Webinar Whitepapers Powerpoints Case Study Industry-focused Blog Share 3 rd party Content Video testimonials Case Studies YouTube Blog Website Website Website Slideshare Website Blog Social Bookmarking YouTube Website
    27. 27. 7. Build a Framework Business Objectives Social Media Goal Content Initiative Social Media Channel Acquire new customers Increase leads Community contest / discount Various Introduce new products and services Drive Trial User contest Product Videos Product Photos Various YouTube Flickr Retain current customers Customer Loyalty through Brand Promotions (eg. coupons, contests) Third-party reviews Case Study Forums Website Market Research Gain intelligence, form/change opinion Improve current products and services Provide customer service Service Blog Social Networking Blog Social Networking
    28. 28. 8. Clarify the Plan <ul><li>a. Define Nucleus </li></ul><ul><li>Nucleus = website or blog </li></ul><ul><ul><li>Southwest airlines : blog as nucleus </li></ul></ul><ul><li>Review value messaging </li></ul><ul><li>Upgrade functionality </li></ul><ul><li>b. Publish </li></ul><ul><li>Determine initiatives to execute & content </li></ul><ul><li>Review legwork – objectives, audience, content assets and experts, market landscape </li></ul><ul><li>Determine channels to publish on </li></ul>
    29. 29. 8. Clarify the Plan <ul><li>c. Build Community </li></ul><ul><li>Social Networking </li></ul><ul><li>If you’re going to spend the time crafting unique content, make the effort to share it with the right people. </li></ul><ul><li>Proactive vs. reactive community building </li></ul><ul><li>d. Engage </li></ul><ul><li>Website </li></ul><ul><ul><li>Listen </li></ul></ul><ul><ul><li>Publish </li></ul></ul><ul><ul><li>Engage </li></ul></ul>
    30. 30. 9. Bite Off What You Can Chew <ul><li>Assign a specific person to be in charge of each channel of social media you decide to use </li></ul><ul><li>Try to find someone internally who is already familiar with the culture of the channel </li></ul><ul><li>Budget time each day for keeping up with these social media tools </li></ul><ul><ul><li>Approx 2 hours a day for the first few weeks </li></ul></ul><ul><ul><li>Once rolling, you will only need 30-60 min/day </li></ul></ul><ul><li>Tackle and master each approach one at a time </li></ul>
    31. 31. 10. Monitor Performance <ul><li>Web visitors </li></ul><ul><li>Click throughs </li></ul><ul><li>Impressions </li></ul><ul><li>Postivie press </li></ul><ul><li>Retweets </li></ul><ul><li>Youtube views </li></ul><ul><li>Etc. </li></ul>
    32. 32. It’s a marathon, not a sprint. You’re in it for the long run. Lisa Kember 905-278-5500 x222 [email_address]