The document outlines the 10 steps to create a social media plan: 1) conduct a situation analysis of customers, trade area demographics, website traffic sources and competition; 2) perform a SWOT analysis; 3) set objectives; 4) identify target audiences; 5) develop strategies; 6) define tactics; 7) create a timetable; 8) establish a budget; 9) devise an evaluation plan; and 10) determine next steps such as content planning and online tools. The document was created by Daniella Peting, Global Social Media Manager, to guide the development of a new social media strategy.

1. SOCIAL MEDIA PLANNING
Daniella Peting
Social Media Manager, North America
Global Co-Lead, Social Media Center of Excellence

2. PAGE 2
Step 1: Situation Analysis
• What are your
customers’ purchasing
habits?
• Does social media
effect your customers’
purchasing habits?
• If so, how does social
media effect your
customers’ purchasing
habits?
Source: McKinsey & Company

3. PAGE 3
Step 1: Situation Analysis
• Who’s in your trade
area?
• Population size
• Gender
• Total households
• Average household
size and income
• Education levels
• Top 3 age groups
• Top 3 occupations
Source: U. S. Census Bureau

4. PAGE 4
Step 1: Situation Analysis
• Who’s visiting you
online?
• Gender
• Age
• Category
• Interests
• Language
• Location
• New v. returning
• Browser preference
• Device preference
• Top 3 pages overall
• Top 3 pages visited from
social media
• % of traffic from social media
Source: Google Analytics

5. PAGE 5
Step 1: Situation Analysis
• Who’s your
competition?
• How do you
compare to your
competition?
Source: Facebook, Google+, Instagram, LinkedIn, Periscope, Twitter and
YouTube

6. PAGE 6
Step 1: Situation Analysis
• How do you perform
online?
• Followers
• Most popular topics
• Most popular content types
• Best days and times to post
• Audience (gender, age,
location, language, etc.)
Source: Facebook

7. PAGE 7
Step 2: SWOT
What are the
of your current social media strategy?

8. PAGE 8
Step 3: Objectives
What are the your objectives of your new social media
plan?

9. PAGE 9
Step 4: Target Publics
Who will be the focus of your new social media plan?

10. PAGE 10
Step 5: Strategies
What do you want to accomplish from your new social
media plan?

11. PAGE 11
Step 6: Tactics
How will you accomplish the objectives of your new
social media plan?

12. PAGE 12
Step 7: Timetable
How long do you need to accomplish the objectives of
your new social media plan?
What is your proposed schedule of success?

13. PAGE 13
Step 8: Budget
What resources do you need to accomplish the
objectives of your new social media plan?
What will your resources cost?

14. PAGE 14
Step 9: Evaluation
How will you measure the success of your new social
media plan?

15. PAGE 15
Step 10: Next Steps
• Content Calendar Example
• Publishing Tool
• Listening Tool
• Campaign URL Builder
• Campaign Parameters Example
• Master Account and User List

16. PAGE 16
Connect with me online
• linkedin.com/in/dnpeting
• twitter.com/dnpeting

17. THANK YOU