This document outlines the key components of developing an effective social media marketing plan. It discusses evaluating current marketing channels, setting goals, defining brand essence and personas, selecting appropriate social media platforms, and creating content and metrics for measuring success. The overall message is that social media is a process that requires strategic planning to build relationships and trust over time, rather than expecting quick results. It emphasizes the importance of understanding your target audience and having sufficient staff and resources to properly engage on the selected platforms.

1. Developing a Social
Media Marketing
Plan
Presented by:

2. Officials Stats from Each Channel

3. Effective social media
marketing requires a strategic
plan.

4. A good social media marketing
plan will save you time, money
and effort, while moving you
toward the results you want.

6. Social Media Experts to Follow
• Dan Zarrella, Social Media Scientist
• Jason Keath, Social Fresh
• Chris Brogan, AdAge
• Mashable.com
• Socialmediatoday.com
• social‐media.alltop.com

7. Evaluate Current
Marketing Channels
• Website
• Direct marketing via U.S. Mail
• Email, Email campaigns
• Outreach programs
• Phone
• Newsletters
• Newspaper & magazine advertising
• TV, radio & other

8. What is the tone of
those channels and
who are the targets?

9. Statistically & Financially
Ask yourself:
• Am I reaching my intended targets?
• Do the channels currently used reflect my
mission?
• What overall message does my brand
communicate?

10. What overall message
does my brand
communicate?

11. What’s Missing?
• What’s missing from my current marketing?
• Where do existing channels being used fall
short?
• Are there people we should target, but aren’t?
• On‐line presence: Are we passive participants
or active engagers?

12. What is My Business Connection
to Social Media?
• How much awareness is there of social media
in my company?
• What is the current “web‐reach” of all staff in
my company?
• Is there an understanding that social media
can be measured and create a positive ROI?

13. Note: Asking yourself these
questions and answering them
reminds you who you are and who
you want to be. You’ll also
discover how social media can be
utilized to complete your overall
mission.

14. Competitive Assessment (SWOT):
• What are my competitors doing in this space
already?
• What can I borrow from them?
• What sites have the most activity related to
my business?

15. Competitive Assessment (SWOT):
• What kind of people do the most posting and
interacting?
• What other businesses are these people
connected to?

17. Solidify Your Social Media Goals
• What am I trying to accomplish with my social
media campaign?
• Do I want to build better relationships?
• Raise awareness about my cause or products?
• Increase website traffic?

18. Solidify Your Social Media Goals
• Build my base?
• Inspire people to action?
• Increase donations and volunteerism?
• Who are the big influencers in my field?

19. Solidify Your Social Media Goals
• What top on‐line communities should my
company join and participate in?
• What values does my company want to
promote?
• What attitudes need to be changed in my
company and staff?

20. Solidify Your Social Media Goals
• Which social media channels best suit my
goals?
• My brand story?
• My resources?
• My target?

21. Brand Essence
• What’s my brand essence and how will I
communicate that with Social Media?
• What is the typical sales cycle for my product?
• How much trust do I need to build before I can
make a sale? (Note: The more expensive the
product, the more trust needs to be built.)

22. Brand Essence
• How is my brand currently positioned in the
marketplace?
• Where do I want it to be positioned as a result
of my social media campaign?

23. Essential Social Media Message
• What essential take‐away do you want
customers and prospects to have after
engaging with your brand via Social Media?

24. Seth Godin
• As Seth Godin said on his blog, “It’s a process,
not an event.”
• In business, companies shouldn’t invest in
social media expecting quick results
• Social media is a process of building
relationships with potential clients, and
maintaining good relationships with existing
customers.

25. Tactical Plan Overview &
Execution: Content
• How much content do we already have that
can reviewed, updated and posted onto social
media sites?
– Press releases, videos, brochures, product sheets

26. Tactical Plan Overview &
Execution: SMART Goals
• What are my SMART Goals for this plan?
• How will I be held accountable for them?
• Which tools am I going to use to measure the
success of my social media efforts?

27. Tactical Plan Overview &
Execution: Persona
• A persona is a archetype, a description of
individual(s) that represent my target, not real
people.
• When identifying your persona, define:
– Traits ‐ What’s important to them
– Habits ‐ Where they shop, eat, play
– Attitudes ‐ About work, life, partners and
friends

28. Tactical Plan Overview &
Execution: Persona
• An effective social media “Persona”
– Helps create a social media strategy of ideal scope
and size
– Makes your message focused and on‐point
– Unifies and provides cohesive theme
– Is easily grasped by your target audience
– Matches your niche

29. Developing a
Social Media Plan
How would I define my organization
in a single, simple phrase?

30. Tactical Plan Overview &
Execution: Platforms & Staff
• Which Social Media platforms am I going to
use for my social media strategy?
• Do I have enough staff? Do I need to hire
more staff? Do I have the “right” staff?
• Are there any volunteers who are willing to
help with our social media efforts?

31. Tactical Plan Overview &
Execution: Staff
• Does your staff have enough time to be and
remain engaged in the social media networks
you choose?
• Does your staff have the skills needed for
social media interaction?
• Will your staff convey the branding and
mission issues most important to the
company? If not, HIRE THE RIGHT TEAM!

32. Allow me to
answer your
questions.
Presented by: