This document provides guidance on creating an effective social media strategy and marketing plan. It discusses topics like experience mapping the customer journey, defining personas and moments of truth, designing content for sharing, rapid iteration and testing on social platforms, choosing tools based on objectives, and monitoring engagement and key performance indicators. The document emphasizes starting with goals and audience definition, learning from others, developing shareable content and social objects, and continually measuring results to improve over time.

1. ICT KTN Online Business Essential Clinics Effective Marketing with Social Media creating & executing a strategy for the effective use of social media tools (February 2012)

2. @MobileMaggie Margaret Gold is an innovation & business launch specialist who provides strategic services to companies & institutes expanding or launching new businesses in the mobile industry. She specialises in collaborative innovation, and applying mobile technologies to other fields like Healthcare, Education & Science. Before that, she was a senior consultant at Edengene, where she worked with FTSE 100 companies to invent, develop and launch new products & services to market.

3. http://rlauterborn.com/pubs/pdfs/4_Cs.pdf

5. http://images.businessweek.com/mz/07/24/0724_6insiid_a.gif Customer Definition

6. http://royal.pingdom.com/2010/02/16/study-ages-of-social-network-users/ Customer Definition

8. TOPICS Give them something fun, unique & repeatable to talk about – create curiosity gaps and triggers TOOLS Make everything shareable and forwardable , post content everywhere, free samples, find the multipliers TAKING PART Engage, share info & support, do shout-outs, say thank-you, say sorry TALKERS Know who’s doing the talking & influencing, and where the conversations are taking place TRACKING Listen to users, track topics and brand mentions, gather insights, measure & manage, respond and engage Moments of Truth

9. Jyri Engstrom’s Social Objects http://glennas.wordpress.com/2009/11/13/defining-requirements-for-social-web-applications-%E2%80%93-part-3-social-objects/

10. Hugh Macleod on Social Objects http://gapingvoid.com/2007/10/24/more-thoughts-on-social-objects/ http://gapingvoid.com/2007/12/31/social-objects-for-beginners/ Moments of Truth

11. Social Media is a tool across the Customer Journey Purchase Experience Problem / Need Awareness Enquiry Recommendation Retention Experience Mapping

12. Eric Ries: http://www.startuplessonslearned.com/ http://www.slideshare.net /venturehacks/the-lean-startup-2 Social Media is a tool across the Product Development cycle Experience Design

13. Social Media aids Rapid Iterations http://market-by-numbers.com/customer-development-services/ Experience Design

14. Minimum Viable Product http://www.rogerstringer.com/2011/03/page/2/

15. Only now should you sit down and choose your Platforms

16. http://www.invisiblepr.com/social-media-public-relations/

17. Choose your tools based on what you want to achieve http://www.elliance.com/aha/infographics/Social-Media-Building.aspx

19. Test & Measure Everything! http://seotermglossary.com/ab-testing/ Experience Design Monitor http://www.wired.co.uk/magazine/archive/2012/01/features/test-test-test

20. 4 “Rules” of Campaign Design Give the consumer what they want - not what you want them to want ( competitions, sweepstakes, coupons, previews &exclusives ) Make your activity bite-sized Engage frequently: little and often is key Lots of little campaigns build relationships far more effectively than big one off campaigns. http://www.engagesciences.com/blog/2011/10/19/the-4-rules-of-social-media-marketing/

22. Social mostly boils down to Engagement http://darmano.typepad.com/logic_emotion/2009/05/social-engagement-spectrum.html

23. Putting together the action plan #1 define goals and objectives #2 identify your audience #3 learn from others #4 choose the tools to use #5 set the budget #6 develop content & social objects #7 define your KPIs #8 determine your resources #9 assign roles and responsibilities #10 monitor and measure

25. http://www.slideshare.net/goldenbushel/ict-ktn-minibar-online-business-essentials