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Social Media Implementation: Plans, Goals and Strategy

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Kemp Edmonds
Kemp Edmonds
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-webtreats Social Media Implementation: Plans, Goals and Strategy This presentation: http://j.mp/bcitsmJune15
Our Team Today Kemp Edmonds Social Media Educator BCIT.ca Kempedmonds.com Mark Smiciklas Digital Strategist IntersectionConsulting.com DIG360.com Our behind the scenes team: BCIT Television & Broadcast staff and students
Today let’s talk about Goals How Social Media fits in Frameworks & Planning Execution Examples
How to get started? Have SMARTER Goals
SMARTER Goals Specific Measurable Attainable Relevant Time Bound Evaluate Re-evaluate
Examples: SMART Social Media Goals Increase unique visitors to our site by 5x from social networking sites (Analytics) after 5 months Increase blog/newsletter subscriptions by X% in 3 months by increasing distribution channels Increase FB Fans by X members in 8 weeks Increase Twitter mentions 300% in 6 months Increase interactions on FB page by 5/week*
The Marketing Funnel Altimeter Group 2010
Some FREE Tools Website Monitoring: Google Analytics Social Posts: Hootsuite (Ow.ly) Link Distribution: J.mp Facebook: Insights/Ads Email: Mail Chimp or Constant Contact Monitoring Google: Alerts Social Net Monitoring: Social Mention Dashboard: Netvibes Video: YouTube Insights, Flickr Stats
Always be Monitoring/Measuring Yes you can measure and monitor everything!
We need a framework A pragmatic approach using metrics based on sound business objectives It maximizes understanding about the value of social marketing efforts Most importantly it delivers tangible results
Mark makes it easyOriginal with Details
Another Framework Altimeter Group 2010
By: TheBristolKid
The Framework Begins with Goals Licensed for use under Creative Commons License
...From Goals Stem Objectives Licensed for use under Creative Commons License
...Then Measures of Success Licensed for use under Creative Commons License
And Finally Execution Licensed for use under Creative Commons License
The Framework in Practice Altimeter Group 2010
Simon Sinek’s TED TALK on Inspiring Leadership
Apply Simon Sinek’s model for inspirational leadership WHY HOW WHAT Original by: Altimeter Group 2010
[object Object]
Business Objectives = Strategy - WHY
Measures of Success KPI = Management - HOW
Operational Tactics = Execution - WHAT ,[object Object]
A Social Marketing Example... ,[object Object]
Objective
Measures
TacticsBe Integral to the Community Raise Awareness Twitter Mentions Web Traffic from Social Sites Social Mentions
How to Measure:(measure over time) Twitter Mentions: http://search.twitter.com http://tweetbeep.com Lots of paid tools out there ADVANCED: Your mentions/your mentions + all competitor mentions Social Mentions: http://socialmention.com http://alerts.google.com http://netvibes.com Website Traffic from Social Sites: http://analytics.google.com Sources: Facebook, Twitter, YouTube, etc. BACK IT ALL UP WITH URL SHORTENING (http://j.mphttp://bit.ly)
Another Example... ,[object Object]
Objective
Measures
TacticsDevelop affinity with target audiences Increase Engagement New fans, Followers Readers, Watchers Web Traffic from Social Sites + 2min Comments, Shares, Likes, Replies
http://www.google.com/images?q=social+media+logos&hl=en&gbv=2&tbs=isch:1&sa=N&start=20&ndsp=20
Different Ecosystems Stagger Timing Distribute Content Different Language Different Timing

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Social Media Implementation: Plans, Goals and Strategy

Editor's Notes

  1. Lazy things on facebook and twitter post