This document provides guidance on creating a social media marketing plan, including sections on mission, goals, audience, timeline, budget, storytelling elements, collaboration tools, and more. The plan recommends determining the mission and measurable goals, describing the audience and call to action, considering appropriate storytelling channels and formats, and allocating necessary resources and staff. Interactive tools suggested for collaboration include Google Hangouts, Watchitoo, Tweetchats, and Skype.

1. CreatE Social
Media Marketing
STRATEGIC PLANNING
Evonne Heyning
@amoration
For
creative,
strategic
consulting
for
your
cause
Email
evoamo@gmail.com
or
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310.953.1087

2. Creating a Social Media Marketing Plan
A guide to get you started from Evonne Heyning @amoration
Cause, campaign or organizational plan
Mission:
What do you want to accomplish?
Why?
Measurable Goals:
Call to Action Request:
Digital Storytelling: What is your story?
Who do you want to participate?
How do they participate?
Describe your organizational voice and brand:
Authority Positions?
Timelines:
STRATEGIC PLANNING
DELEGATION & PRODUCTION
WELCOMING INITIATION
PROGRAM CONTENT RELEASES
CLIMAX & CONCLUSION
ANALYSIS & WRAPUP

3. Transmedia Marketing Elements
Circle channels & storytelling modes appropriate for this campaign
Video (short) Documentary Other film/TV Streaming Media Events Games
Geocaching Online Ads Live Storytelling Comics Entertainment Education
Print Media Visual Advertising Websites New Channels _______________
Social Sites: Twitter Facebook LinkedIn Google+ Pinterest
Groups______________________________________________________________________
Other Niche Web Communities _______________________________________________
Outreach Distribution & Outlets
Who runs your social sites: Twitter Facebook LinkedIn Google+ YouTube Curation
Communities & Groups_________________________________________________________
Do you share your content using Creative Commons?
Crowdsourcing, Open APIs and other Shareable Data?
Hashtags for Analysis Tracking
Other Tags & Sites for Research
Budget
Resource & Staff impact
Number of hours needed to succeed
Number of staff members required
Number/Time of volunteers
Timing and Investment Needed
Creating a Social Media Marketing Plan Hosted by Evonne Heyning @amoration
For more on how to track, share, collect and curate your stories for the web visit www.techsoup.org and
request software for your 501(c)3 nonprofit organization.

4. Live Collaboration: Interactive, Mobile & Social Events
Live Participatory Events, Webinars, Local and Global Conversations
Google Hangouts: an easy way to bring a small group together to talk via video with basic
collaboration tools and ability to broadcast out through Hangouts On Air
Watchitoo — TechSoup NPlive web series video integrates images, YouTube and social chat,
Q&A, collaborative whiteboard for global meetings, public educational events with
participation, and remote engagement for dozens via webcam. http://watchitoo.com/ and
watch our work at http://bit.ly/tsgnplive
Tweetchats — Hashtag conversations, scheduled and topical. Visit a TweetChat #NPtagging
conversation or make a room on your hashtag topic at www.tweetchat.com
CoverItLive — Embeddable tool for interactive typed live chat for topical events
UStream Producer — Cloud and mobile application produces HD live audio/video streaming
events with many inputs from video to screen and microphone control.
www.ustream.tv/producer
ReadyTalk — Webinar production with integrated slides, screen sharing, live moderated chat,
high-quality recorded audio available for download. www.readytalk.com
Windows LiveMeeting — Convergence software allowing for integration across Microsoft Office
and Outlook, synchronized audio/video for webinars and meetings. http://bit.ly/livemeet
Mobile: Sharing Information on the Fly, from Your Smartphone
WebEx and GoToMeeting, available through TechSoup, offer free iPad and mobile apps for your
devices. Check this chart for a comparison of web conferencing tools.
Make.TV – allows your staff & volunteers to broadcast news as it happens in your organization
through a web channel that’s streaming and available via mobile phone
Facebook — We post frequently to our TechSoup Facebook page from our laptops, tablets and
phones by tagging @TechSoup in our updates. Look for TechSoup Global and send us a
message.
Twitter — The @TechSoup online team tweets using CoTweet and many mobile applications to
share quick updates or live-tweet events.
NPSM Social Media 101 Wiki — The new NPSocialMedia wiki offers a one stop resource guide for
nonprofits seeking help with social media at the 101 level. Browse it from your phone right now!
Design for Mixing Media: Tools, People, Information
Second Life — Building nonprofit commons, complex 3D interactive environments and hosting
meetings with streaming media and vast volunteerism/action/ learning/simulation experiences.
Sliderocket -- Collaborative presentations integrating social media with slides, videos, Twitter.
Get Sliderocket through TechSoup.
YouTube tutorials — YouTube offers special features just for nonprofits, including the ability to add
fundraising links to your videos along with annotations and interactive elements.
Streaming — Quicktime Broadcaster for video streaming, Audio Hijack and Nicecast for audio
Skype — Go-to backchannel chat, conference calls, file sharing, recordings. www.skype.com
For the presentation that accompanies this guide visit www.slideshare.net/amoration for
Creating a Social Media Marketing Plan