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Digital media plan & Strategy

How to develop a social media plan and strategy by using marketing and digital media communication models.

1 of 49
Digital media plan & Strategy
• Journalists are taught to ask 5 simple questions to build the
framework for every story.
Who What When Where Why
You can use also the 5 Ws to build a foundation for a simple social media plan.
Five steps to a simple social media plan
• Why Do you want to use social media
for your business?
• Who are you trying to reach?
• What does your audience want?
• Where does your audience hang out
online?
• When do they want to hear from you?
• Why do you want to use social media for your business?
• If you want to be successful on social media
• You have to have a crystal clear picture of what you want to
accomplish for your brand.
Here are some ways social media can help your
business
Determining your key objectives will help you focus your
overall efforts.
Awareness
Leads
Sales
Customer Services
Brand Loyalty
2. Who are you trying to reach ?
• Once you’ve determined why
you want to use social media
you can focus on identifying
who your key audience is for
your efforts.

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Digital media plan & Strategy

  • 2. • Journalists are taught to ask 5 simple questions to build the framework for every story. Who What When Where Why You can use also the 5 Ws to build a foundation for a simple social media plan.
  • 3. Five steps to a simple social media plan • Why Do you want to use social media for your business? • Who are you trying to reach? • What does your audience want? • Where does your audience hang out online? • When do they want to hear from you?
  • 4. • Why do you want to use social media for your business? • If you want to be successful on social media • You have to have a crystal clear picture of what you want to accomplish for your brand.
  • 5. Here are some ways social media can help your business Determining your key objectives will help you focus your overall efforts. Awareness Leads Sales Customer Services Brand Loyalty
  • 6. 2. Who are you trying to reach ? • Once you’ve determined why you want to use social media you can focus on identifying who your key audience is for your efforts.
  • 7. Increase Loyalty If you want to use social media to increase loyalty your audience will be focused on existing customers. Generate Awareness If you want to use social media to increase loyalty your audience will be focused on prospects, brand partners and journalist.
  • 8. 3. What does your Audience want? Understanding your audience needs will help you to create content they cant wait to devour. Audience Prospective Audience ( Prospective customers might want to know how to solve a problem) Loyal Audience ( Looking for unique ways to use product or service)
  • 9. Key to Uncovering your Audience Needs? • Spending the time Listening and talking to prospects on social media. • The More you know about your audience the easier it will be to develop content that’s relevant, entertaining ad informative.
  • 10. Where does your audience hang out online? • Companies often start with social media platforms but it’s better to decide on platforms after you’ve determined your goals and target audience. • It’s the key to deciding on the 1-2 platforms that will have the most impact for your brand.
  • 11. How do you do this ? • Ask ( Ask your Customer which social network do they use most ?) • Which network do they use to make buying decisions? • Listen ( Where are people talking about your brand) • Where are they talking about your competitors?) • Look ( look at research on how your audience use social media?)
  • 12. 5. When do they want to hear from you ? • There is no universal “ Magic “ time to post on social media. Instead , focus on when your audience wants to hear from you. • Getting to know your audience will help you to share content when they’re most likely to see it.
  • 13. SOSTAC • Situation ( Where are we?) • Objectives ( Where do we need to go ?) • Strategy (How do we get there ) • Tactics ( Details of Strategy) • Action ( What is our Plan?) • Control (How did you do ?)
  • 14. SITUATION ANALYSIS • Market Analysis: can be done using SWOT as explained below. • Current customers composition (Who, why) • Carry out competitors’ analysis • Explain the current market trends • Current performance clarification. OBJECTIVES • Company mission and vision. • Customer acquisition and retention targets. • Quantifiable efficiency gains such as advertising costs. • Targeted added value
  • 15. STRATEGY • Possible strategic partnerships. • A well-thought tactical tool to be used plus database integration. • Positioning in regards to how the firm wants to be seen. • Highlight of key tactics • Level of engagement with customers and prioritisation. TACTICS • Build a contact plan (sequence of contacts over the customer lifetime) • Build a content plan (including which topics and platforms and a content calendar). • Gantt charts showing which tactics when each tactic will be implemented. • Apply the same Magic Marketing Formula consistently to each tactical tool
  • 16. ACTIONS • Checklists and Guidelines • Systems and Processes • Responsibilities and Structure • Training, Motivation and Internal Marketing (to ensure excellent execution). CONTROL • What needs to be measured (which Objectives/KPIs) • By whom, how often and at what cost (e.g. Usability Testing, Customer Surveys and NPS) • Report process (what happens when a 10% blip is spotted?)
  • 17. How to integrate 4Cs digital marketing Model to your business Customer Cost Convenience Communication
  • 18. 4A s Model of Digital Marketing Acceptability Affordability Accessibility Awareness
  • 19. 3 M Marketing Model Organizations need a model to blend traditional and digital marketing
  • 20. • Marketing Strategy: This is the foundation of the entire marketing process, outlining how marketing will deliver against business objectives, the techniques to be used and the resources needed to execute against the plan. • Market/Customer Orientation: Going beyond product and sales, this element builds positioning research around the consumer, the market and the competition to determine ability to succeed in the marketplace. • Customer Insight: This component is to develop insights into who the consumers are, how they prefer to interact, their needs and expectations. • Brand & Value: What is the differentiation that we can bring to the marketplace. In addition, what is the brand value, purpose and other overarching components beyond price. • Segmentation and Targeting: Not to be confused with personalization, here is where we break down the marketplace to determine demographic, psychographic, contextual and geographic targeting components.
  • 21. • Positioning: Drilling down to the individual level, this is where you determine the message that each person will receive based on the combination of branding, targeting insight and customer/member insight. With digital marketing, there is the potential for dynamic personalization leveraging data and AI logic to deliver messaging in real time. • Customer Experience: More than ever, there is a need to understand the customer journey across multiple channels going beyond last touch attribution to improve engagement and sales. • Distribution: This is where we determine how we will be found by the consumer and when. This includes online content distribution, marketing automation, etc. reflecting the ‘pull’ of marketing. • Integrated Marketing Communications: Reflecting the ‘push’ of marketing, this is where we describe how we will use both traditional and digital marketing to reach the consumer with the right message, at the right time, across the right channels. • Data and Measurement: How do we measure and optimize performance? Metrics must be defined, data sources determined, privacy policies agreed to and distribution of insights formalized to improve performance and validate the impact of marketing.
  • 22. Why Your Marketing Strategy isn’t working Lack of Research Unrealistic Goals Working on Assumptions Customer Needs Rigid Marketing Strategy
  • 23. How to Build a Social Media Plan
  • 24. Audit Develop Engage Measure Social media Plan FOUR STEPS SOCIAL MEDIA PLAN
  • 25. • Audit (Assess your social media presence | Identify gaps | Set profiles) • Develop (Set your goals | Select social networks | Build content plan) • Engage (Setup workflow and processes involved | Publish & Share!) • Measure (Identify metrics | Use tools to measure • Progress)
  • 26. Social Media Audit Template • Step 1: Find all of the social profiles you have and who runs them and address any content issues. • Step 2: Use Google to find anyone using your brand. • Step 3: Determine what social networks you want to focus on.
  • 27. Set Smart Goals • Make your goals are SMART: specific, measurable, attainable, relevant and time based. • Avoid goals that only focus on vanity metrics like Likes and Followers. • Align goals with department and overall business goals
  • 28. Select the right social network • Understand your target audience (age, location, lifestyle) • Ensure you know how social fits into your marketing program • Understand your tone & brand
  • 29. Learn from leaders • Listen to your followers and industry chatter to get inspiration from industry leaders, competitors, clients. • Look back at the best performing content. • Gain feedback internally from other departments and from customers via a survey.
  • 30. How to improve your profile? • Every social profile must have: • Bio / Description • Insert link to website • Contact information • Image • Profile Picture, Cover Photo • High resolution • Maximum fit & dimension • Insert SEO description of your business in profile
  • 31. Step 2 Develop Game Plan • Develop content strategy: • 1. Identify the right content for your brand • 2. Create a content calendar • 3. Publishing content efficiently
  • 32. How to decide on content to post • What is your brand positioning and tone of voice? • What issues are important to your brand? • How do external parties refer to your brand, such as the media, industry experts, etc? • What is your community interested in when they aren’t talking about your brand or directly to you? • Historical performance: What content has worked and what hasn’t? • Search behavior: What do people search for when they are looking for your brand’s products and services?
  • 33. Content Strategy _ Rule of Third Share (Industry News and Useful Tips) Converse (Interact with Others) BALANCED MESSAGE Promote (Your Product or Service)
  • 34. 3 rules of engagement on social media
  • 35. • Disclose • Your honesty—or dishonesty—will be quickly noticed in the social media environment. Please represent Intel ethically and with integrity. • Be transparent: use your real name, identify that you work for Intel and be clear about your role. • Be truthful: if you have a vested interest in something you are discussing, be the first to point it out and be specific about what it is. • Be yourself: stick to your area of expertise; write what you know. If you publish to a website outside Intel, please use a disclaimer such as this: “The postings on this site are my own and don't necessarily represent Intel’s positions, strategies or opinions.” • Protect • Make sure that being transparent doesn’t violate Intel’s confidentiality or legal guidelines for commercial speech—or your own privacy. Remember, if you’re online, you’re on the record—everything on the Internet is public and searchable. And what you write is ultimately your responsibility. • Don’t tell secrets: never reveal Intel-classified or confidential information. If you’re unsure, check with Intel PR or Global Communications Group. Off-limit topics include: litigation, non-published financials and unreleased product info. Also, please respect brand, trademark, copyright, fair use and trade secrets. If it gives you pause…pause rather than publish. • Don’t slam the competition (or Intel): play nice. Anything you publish must be true and not misleading, and all claims must be substantiated and approved. Product benchmarks must be approved for external posting by the appropriate product benchmarking team. • Don’t overshare: Be careful out there—once you hit share, you usually can’t get it back. Plus being judicious will help make your content more crisp and audience-relevant.
  • 36. • Use common sense • Add value: there are millions of words out there—make yours helpful and thought-provoking. Remember, it’s a conversation, so keep it real. Build community by posting content that invites responses—then stay engaged. You can also broaden the dialogue by citing others who are writing about the same topic and allowing your content to be shared. • Keep it cool: there can be a fine line between healthy debate and incendiary reaction. Try to frame what you write to invite differing points of view without inflaming others. And you don’t need to respond to every criticism or barb. Be careful and considerate. • Did you screw up? If you make a mistake, admit it. Be upfront and quick with your correction. If you're posting to a blog, you may choose to modify an earlier post—just make it clear that you have done so.
  • 37. Creating content calendar • Decide on dates, time, author, audience and social network • Develop content topics • Create ‘call-to-action’ in post • Allocate content to different types of posts (example below)
  • 40. Step 4: Measure Results & Improve • Identify right metrics to measure
  • 41. Social Media Plan Sample • Whether you’re starting from scratch or looking to improve your current social marketing strategy, you need this essential resource. • The template makes it easy to: • Clarify your goals on social media and how they support your overall business objectives • Conduct research on your ideal customer so you can better target them • Gather intel on the competition so you can stay ahead • Audit the current state of your social media presence • Create or improve all your social media profiles • Develop a thoughtful content strategy and set a publishing schedule you can stick to • Track your progress and adjust your strategy as needed
  • 42. 2. Social media audit template • This template will show what is and isn’t working on social media—and what to do next. It’s also handy for identifying impostor accounts, out-of-date profiles, and new opportunities to engage your audience. • Gathering these insights will help you get the most out of your social marketing budget and resources.
  • 43. 3.Social media content calendar • This is one of the most important tools to include in your social media toolkit. • A social media content calendar lets you plan and schedule all your social content in advance for maximum impact. • It will also help you: • Identify and fill gaps in publishing • Remember important dates and events • Find your ideal content mix • Ensure your content is fresh and performing well • Collaborate with teammates and effectively allocate resources • Gain visibility across your organization
  • 44. 4. Editorial content calendar • Another type of calendar favored by social media pros is the editorial content calendar. • This resource will gather all your content projects into one document to help you plan and schedule each release. • The easiest way to organize a content calendar is by using a separate tab for each month within Google Sheets or an Excel Spreadsheet for each month. Activities can be broken down by day or hour, depending on the volume and cadence of your content plan. • Your editorial calendar should include basic information about each of these projects: • Title or description of the content • Links to supporting documents, like content briefs • Author or writer • Deadline • Channels you plan to promote it on
  • 45. 5. Social media analytics report template • Recording and analyzing social media results is key to proving the value of your efforts. • But where to begin? We’ve created a useful template with a few of the key items you should record, with tabs to keep track of metrics for your different social channels. While the key figures may vary for your brand, these basics are important for everyone to keep track of. • This template gives you space to record social media metrics for every major network, including… • Followers gained/lost • Engagement • Shares • Views • Click-throughs • And much more
  • 46. 6. Social media report template • The social media report template is for presenting results to your boss, clients, teammates, or any other stakeholder. • Yes, it will include hard data captured in the analytics report template. But, it also includes space for context and analysis. Both are important to include when presenting to people who aren’t as close to your business as you are. • Use this template to make recommendations, share lessons learned, and make recommendations for future strategies.