Social Media Plan Anatomy


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A failure to plan is a plan for failure. Learn how to develop a sound social media plan that can be properly utilized, modified and measured. Have a clear road map, gain an understanding of your audience(s) and build a business case for social media within your organization. Presented at Social Media for Business Event in Tempe, AZ on August 20, 2009.

Published in: Business, Technology

Social Media Plan Anatomy

  1. 1. The Anatomy of a Social Media Plan<br />Presented by: <br />Mike Corak & Chris Sietsema<br />8.20.09<br />
  2. 2. Quick Intro<br />Mike Corak<br />Chris Sietsema<br />not to scale<br />
  3. 3. Don’t Forget<br />Twitter Hashtag:<br /> #SMAZ<br />LinkedIn Group: <br /> <br />More Info (archives, video, next event details):<br /><br />
  4. 4. Planning Starts with Homework<br />Listening<br />Competitive Analysis<br />
  5. 5. Planning Starts with Homework<br />John Q. Customer<br />
  6. 6. Objectives<br />Aligned with Business Objectives<br />Consider Campaign Type<br />Community Relations/<br />Customer Service<br />Influencer/ Media Relations & Engagement<br />General Awareness, Event Promotion, ROI<br />
  7. 7. Your Message<br />Consistency with Brand / Other Mediums<br />A Reflection of Audience Interests<br />Opportunity Unveiled by Listening<br />Source: VikaValter<br />
  8. 8. Becoming Familiar with Tactics<br />What is Feasible with Each?<br />Selecting the Right Tool<br />Align Tactics with Objectives<br />
  9. 9. Connecting the Dots<br />S<br />T<br />R<br />A<br />T<br />E<br />G<br />Y<br />Sample Objectives<br />Grow <br />Awareness<br />Customer Service<br />Engage New<br />Audiences<br />
  10. 10. Connecting the Dots<br />Encourage Interaction, Activity, Play<br />Creative Engagement<br />Your Message, Your Way : <br />Your Social Thumbprint<br />
  11. 11. Measurement<br />Pure Numbers<br />Followers / Fans<br />Engagement<br />Web Analytics<br />Site Traffic<br />Sales / Leads<br />Sentiment<br />Positive <br />Negative<br />Neutral<br />Source: Nick Sayers<br />
  12. 12. Resources<br />Common Fallacy: <br />Social Media is Cheap<br />Time ≠ Money<br />Enough Time from the Right People<br />Future Resourcing? <br />CEO, CFO, CTO, CMO … CSMO?<br />Source: practition^r<br />
  13. 13. Review of Plan Anatomy<br />With Planning: <br />Source: puliarf<br />
  14. 14. Review of Plan Anatomy<br />Without Planning (let’s be honest): <br />Source:<br />
  15. 15. Review of Plan Anatomy<br />Research<br />Messaging<br />Tactics<br />Measurement<br />Strategies<br />Objectives<br />Resources<br />
  16. 16. Key Elements<br />Active & Ongoing Listening<br />Flexibility: Count on Change<br />Relationships Over Revenue<br />Not a Game of Follow the Leader<br />Rather You Are Building the Playground<br />
  17. 17. Questions?<br />Twitter Hashtag:<br /> #SMAZ<br />LinkedIn Group: <br /> <br />More Info (archives, video, next event details):<br /><br />
  18. 18. Gee, Thanks.<br />Mike Corak<br /><br />480.505.4553<br />@mikecorak<br /><br />Chris Sietsema<br /><br />480.505.4529<br />@sietsema<br /><br />