The document provides guidance on creating an effective social media plan in 7 steps: 1) Pre-planning to understand audiences, 2) Listening to existing conversations, 3) Creating audience profiles, 4) Identifying where audiences engage online, 5) Setting goals for engagement and measurement, 6) Joining conversations, and 7) Measuring return on investment or key performance indicators. It emphasizes the importance of understanding audiences, engaging where they are online, and measuring the results of social media strategies.

1. Building A Social Media Plan
Rebecca Wardlow
Social Biz Diva
www.SocialBizDiva.com

2. Overview
• Social Media Introduction
• Create Your Social Media Plan
• Social Media Budgeting
• Bringing It All Together
• Q&A

3. What Is Social Media
Social media is media
designed to be
disseminated through
social interaction, created
using highly accessible
and scalable publishing
techniques.
- wikipedia.org

4. Social Media is Powered by YOU

5. Social Media is Powered by YOU
• Ongoing conversations
happening RIGHT NOW
• Promotional channel for
CONTENT distribution
• Steady stream of
information for:
– Research
– Feeback
– Building Relationships

6. Social Applications
• Forums
• Collaborative Tools
• Contests
• Games
• Implemented under
your own brand to lead
participation through
steps of engagement
that drive your business

7. Brand Out-Posting
• Brand Outpost – a place
you create for your brand
within the context of an
existing social media
network.
• Include useful application
or compelling activity
related to your brand,
product or service that
connects with your
customers visiting the
outpost.

8. Social Media Statistics
http://youtu.be/QUCfFcchw1w

9. CREATING A SOCIAL MEDIA PLAN
Advice to get you started!

10. Step 1: Pre-Planning
• Questions to ask yourself
– What are people interested in?
– What are people willing to pay for?
– What info changes & people need to be updated
on?
– What do people need support for?
– What do people want help in?
– What do people want to improve upon
– What are people passionate about?

11. Step 2: Listen to the Conversation
• Secure your brand presence on Social
Platforms
– Blogs, Facebook, Twitter, LinkedIn, Pinterest,
Google+
– Use consistent naming and branding
• Set-up social monitoring
– Google Alerts
– SocialMention.com
– Twitter Search

12. Your Fans & Customers
• What are their Challenges?
• What are they Passionate about?
• What Questions are they asking?
• What are their Needs?
• What is your Competition doing?
• How can you Solve their issues?

13. Meet Your Fans Where They Are
• What will grab the attention
of your potential and
current fans?
• What are they talking about
already with their friends?
Challenges? Passions?
Questions? Needs?
• Be their go-to-source while
incorporating images, video
and Ecubing (educate,
entertain & empower)

14. Step 3: Create Target Profile
• Target Audience is age
25-50 males / females
– $350B in spending power
– 16 to 19 hours online
each week
– 96% of them have joined
Social Media
• 78% trust peer
recommendations
– Only 14% trust
advertisements
• Belong to:
• Twitter: 31
• Facebook: 33
• LinkedIn: 39

15. Step 3: Create Target Profile
• Find key attributes from listening
• Chart out their presence online
• Do Market Segmentation
– Demographics
• Age, Gender, Family Size, Social Class,
Income
– Geographic
• Region, Population, Climate
– Psychographic
• Activities, Interests, Opinions, Attitudes
– Behavioralistic
• Brand Loyalty, Benefits Sought, Readiness to Buy
• Keep gathering information

16. Step 4: Where Is Your Audience
• You don’t need to be on
EVERY Social Media
Platform!
• Be where your customers
ARE!
• Know the basics (age,
gender, location)
• How can you solve their
problem?
• Remember Social is about
THEM not YOU

17. Find Your Influencers
Measurement Typical Tools & Services What It Shows
Social Influence Buzzstream, Kout, SocialBro,
Kred & more
Provides insight into
profile connections
revealed by examination
of social graphs.
Reach Facebook (fan count),
TwitterGrader, Klout, SocialBro
Provides an indication of
connectedness within a
community relating to an
individual profile or page.
Frequency of Posts Buzzstream, Sysomos,
Heartbeat
Provides an indication of
how active a particular
person or source is.

18. Step 5: Set Goals
• Write down your goals
• Gain an understanding of what people are saying
about your brand, product or service (LISTENING)
• Analyze what you find to extract meaning
(SOCIAL MEDIA ANALYTICS)
• Develop a response program (ACTIVE LISTENING)
• When you find negativity, don’t ignore it.
Respond to the individual that you are happy to
take the discussion offline.

19. Step 6: Join the Conversation
• Engagement on the Social Web means
– Customers or Stakeholders become participants
rather than viewers
– Your customers are willing to take their time and
energy to talk to you & about you in conversations
– They have taken a personal interest in what you bring
to the market
– Your customers are now part of your marketing
department
– In fact, your customers and what they think and share
with each other form the foundation of your business.

20. The Process
• Consumption – downloading, listening, reading, or
watching digital content
• Curation – sorting, filtering, rating, reviewing,
commenting on or tagging content
• Creation – providing tools, support, help, templates,
samples and more that allow members to create
content. Allowing members to share something they
created, took a picture of, etc.
• Collaboration – between members of the community.
Directly involving your customers in the design and
delivery of what you make.

21. Step 7: Measure ROI
• What is ROI (Return on Investment)?
• How do I measure ROI?
• Is ROI the actually appropriate end measure
for your intended use of social technology?
• Or should you focus on KPI (Key Performance
Indicator)?
• KPI are numerical key performance indicators
such as conversion or new registrations, as
well as a social presence

22. Social Media Analytics
Measurement Sources Details & Notes
Traffic Leads Based on the source of traffic arriving
at your site
Tie this to your current customer
behavior
Membership Level The number of fans or followers, or
subscribers if the content is offered as
a free or for-pay subscription
How many fans are also followers?
What percentage is active in more than
one channel?
Members Activity Number of members (registrants)
versus actual unique visitors
What percentage of your membership
base is visiting you with some
regularity?
Conversions Google Analytics, your conversion
funnel
What share of your social traffic is
actually completing the activities you
have defined
Mentions Social Media Analytics, Tweetdeck,
HootSuite, & others
How many people are talking about
you? What are the trends over time?
Virality Send-to-Friend, cross-posts, Digg &
more
How much (or how little) is your
content being spread?

23. SOCIAL MEDIA BUDGETING
Wait? I thought Facebook, Twitter, Google+… are FREE?

24. SOCIAL MEDIA IS NOT FREE
Even if you do it Yourself!

25. Your Budget
• Time
• Design & Branding
• Analytic Tools
• Social Monitoring
• Automation Applications
• Social Media Advertising
• Outsourcing / Consulting

26. Social Media Engagement Levels
• Level 1 – Placeholders
– Secure usernames on
platforms, set up fan
page
• Level 2 – Short-Term
Promotion
– Answering questions
– Finding key influencers
• Level 3 – Dedicated
Strategic Development
– Active profiles on several
platforms
– Promotions, Contests,
Active Content
Distribution

27. Ready, Set, Go! Create A Plan!
1. Start with a strategy
2. Add specific tactics
– What accounts to follow/use
– What content to tweet/share
– What to watch out for
– When to reach out
– How to reach out
3. Measure
4. Committing the People
5. Tracking and Following Up

28. Questions & Answers
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Let’s Go SOCIAL! Have an Amazing Day!