• Organization’s Goals &
• Ensure Actions consistent to
• creation of solid marketing
• successfully execution of the
Need of Social Media Marketing Plan?
Social Media Marketing Planing Cycle
Its a continuous process.
Skilled social media marketers constantly monitor the progress of the
plan’s foundational elements, test alternative approaches, and adjust the
plan based on the results
•what people are saying about U?
•guides you in setting social media goals &
•helps you better understand what the
competition is doing & discover what people
are discussing before you join the
Are You Listening??
focus on what you want to do for them
by Using Social-media
Setting Realistic Time bound goals.
Setting goals that
• satisfy your audience’s unmet needs &
• capitalize on your organization’s strengths.
• The opportunities available to it.
How do you plan to accomplish your goals?
Identifying specific methods you will use to
accomplish your social media goals
Defining Specific strategies
identify the audience That you want to reach via your
social media communication.
•It may be your current audience & people like them
• a different group altogether
Identifying the Target audience
the goals, strategies, target market and tools are
taken into consideration in creating actionable
(social media platform specific) marketing tactics.
Executing well-defined tactics makes it possible for
an organization to implement its general social
media strategies across multiple social media
platforms and realize the company’s marketing
After determining the social media sites (where
your target audience resides).
focus on your organization’s social media
efforts on those platform
Selection of tools
It’s important to
track, measure and evaluate your organization’s
social media marketing initiatives.
You may need to tweak your initial methods.
You also likely will discover that your organization
and your audience change over time, resulting in the
need for adjustments.
There is nothing stagnant about social media.
Its a constantly changing method of engaging
directly with your audience.
These dynamic platforms result in the need to
continuously adjust and improve your social media
marketing campaign to maximize its success.
e.g. You can’t just post a photo on Instagram and
sit back and watch your audience
(and customer base) flourish.
It just doesn’t work that way.
Your organization can’t afford not to communicate
with 70 percent of people online.
But you also can’t take a chance of communicating
the wrong message or wasting your efforts because
they’re not strategic.
Using this social media planning cycle will help you
create and implement a strategic social media
marketing plan instead of just adding to the noise
and potential creating problems for your
In online marketing, there are three
broad categories into
1. Building/Strengthening the Brand
2. Driving Conversions
3. Increasing/Monitoring the Presence
Social Media Goals
Starting at this broad level and thinking about the goals you have
for your business can help you begin to write up a list of realistic
ways in which social media might help you reach those goals.
Goal #1: Build Your Brand
Building and reinforcing your brand,
social media is one of the most
powerful marketing tools available.
It gives you the strongest and broadest
opportunity to both find your target
audience and to engage in
conversation with them.
differentiate yourself from your
you’re forced into the unwinnable
battle of competing for the lowest
prices and the fastest shipping.
Think about the things that
make your company different
from your competitors; your
Unique Value Proposition.
Display and Market your USP
Goal #2: Driving Conversions
the potential boost it can have to your conversion efforts.
Whether you are looking to drive sales, increase leads
or simply drive people to action, conversions are an
easily trackable goal in the realm of social media.
Sit down and write out a list of all the potential actions
someone might take while engaging with your
company’s web site or while interacting online.
Obvious options like buying your products or becoming a
lead spring to mind, but don’t forget about other valuable
actions like subscribing to your newsletter, rewetting a
blog post or downloading a white paper.
Read over your list and think about the different ways you might be able to
use social media to increase conversions for each item. Often times, this is
the best way to start planning your social media efforts.
Goal #3: Increase Presence
Finally, we come to the goal most
often associated with social
media outreach efforts;
increasing the conversation
about your brand. After all, social
media is all about the
conversation. It’s about the only
space in the world where
consumers talk to each other and
to companies in an environment
that can be tracked, sorted and
followed-up with. This makes
social media a prime outlet for
PR driven companies who want
to know what customers are
saying about them.
Goal #3: Increase Presence
Finally, we come to the goal most often associated with
social media outreach efforts; increasing the
about your brand. After all, social media is all about the
conversation. It’s about the only space in the world
where consumers talk to each other and to companies
in an environment that can be tracked, sorted and
followed-up with. This makes social media a prime
outlet for PR driven companies who want to know what
customers are saying about them.
Setting up even a baseline of social media monitoring can go a long way toward
helping you follow these conversations. Whether you’re launching new product
and aiming to get people buzzing about it or trying to reach out to a new target
audience to share information about one of your best selling services, it’s all
When it comes to the conversation people might be having about you online,
ask yourself a few questions.
· Who do you want to hear talking?
· What do you want them to be saying?
· Who do you want them to say it to?
These are your starting points for setting up key goals within the realm of
increasing your presence.
Social Media Strategies
Goals and objectives guide your social media
strategy to help you successfully connect with
1. Clarify your goals.
What you’re trying to accomplish with
your presence on social media?
To drive awareness?
Increase website traffic?
Improve conversion rates?
You won’t be able to create a useful
game plan unless you know what it
is you’re trying to do – simply
throwing random content up on a
blog or Twitter feed without a
specific purpose in mind will not
lead to results.
Who is your ideal customer?
If you are trying to reach women between
the ages of 18 and 29, you’d be smart to
focus most of your attention on
If, on the other hand, you’re aiming your
marketing at men with graduate-level
education, you’d be better off using
Your audience determines not only where
you spend your time marketing, but also
the type of content you will be providing,
2. Define your audience.
3. Consider your resources. Be realistic. If you’ll be implementing this marketing
strategy on your own, keep your time limitations in mind as you plan.
If, however, you have an entire marketing department at your disposal, take full
advantage of it!
see what sort of online
competitors are doing.
Check out their strengths
use that information to craft
your own unique strategy
that fills those Gaps
4. Analyze your competition.
to write 2 blog posts a week, …or
to post 3 Facebook updates per week…
to contribute to 2 LinkedIn discussions
You’ll also need to decide what your
official voice or tone will be in all these
Funny? Conversational? Formal
and businesslike? Choose a tone
that will appeal to your audience.
5. Decide on Tone and Frequency
Decide & Plan in advance what sorts of things you’ll write or
You can even plan out an editorial calendar to help in the
generation of ideas.
6. Identify core topics.
7. Engaging your
Share Relevant content,
Engage your audience in
conversations, to build
8. Using Analytics Tools
see what’s working and what isn’t.
Analyze your performance based
on the goals