So how do marketing professionals take the reins and steer a cohesive, integrated social media marketing plan? You start by understanding your marketing and content marketing model well enough to integrate social media practices and tools into the overall program. That takes good internal planning. My “5 Must Haves of Social Media Marketing” will help you get there. These must-haves are: 1. Shifting + Controlling of Consumers and Audiences 2. Planning with Internal + External Customers in Mind 3. Aligning + Orchestrating Integrated Content Strategy 4. Executing as a Team 5. Measuring Impact to Business with Focus

1. Building an
Integrated
Social Media Plan
Cindy Kim
@CindyKimPR

2. “47%say Facebookhas
the greatest impact on purchase
behavior.”
“47%say Facebookhas
the greatest impact on purchase
behavior.”
Source: Edison Research

3. “ 76% of
Twitterusers
now post status
updates.”
Source: Edison Research

4. “46% of online users count
on social media when making
a purchase.”
“46% of online users count
on social media when making
a purchase.”
Source: Nielsen

5. Brands no longer control
the message.
Consumersdo.
Brands no longer control
the message.
Consumersdo.

6. Harnessing the Power of
Social Media means shifting
from being tool‐focused to
customer‐focused to stay in step
with your customers.

7. Step 1: Arm Your Troops

8. Pro Tips:
 Company‐wide Social Media Policy
(internal or external or both)
 Education Program
 Social Media Ambassador Program
 Best Practices Guidelines
 Triage Plan

10. Step 2:
Define Plan

11. Pro Tips:
 Answer the question of “WHY” –
awareness, sales, loyalty?
 Set expectations around goals
 Work with key stakeholders to build
an integrated plan
 Communicate with key
stakeholders
 Plan with customers in mind

12. …Your Customers…Your Customers
KnowKnow

13. Are they social?
What channels are they using?
How engaged are they?

14. Gather DATA…
 Customer/Prospect
Characteristics
 Influencers…
 Social Metrics (if
any)
 Web Metrics
 Business Metrics
Source: Jay Baer’s “Why Before How”

15. Step 3: Integrating Social

16. Pro Tips:
 Build a Social Media Playbook
 Create a Social Media Checklist for
different business units
 Build customized training materials
 Build easy‐to‐use templates
 Mobilize your natives to support
different business needs

17. Events

18. Hubspot
Preview Blog
Webinar
Slideshare

19. Twitter
Take questions via Twitter
Engage w/ live tweeting
Promote on‐demand webinar/blog
Facebook
Take questions via FB
Engage w/ live FB updates
Promote on‐demand webinar/blog
LinkedIn
Pre‐promote events/webinar
Promote on‐demand webinar/blog
Slideshare
Post slides to Slideshare
Promote across SM channels
Blog about it…
Hubspot

20. Blogging

21. Campaigns + Facebook

22. Email & Facebook

23. Support

24. Ford Motor Co. uses social media to be
more proactive with customer issues and concerns –
an average of 2,000 people weekly via social media.

25. Engagement
Four Seasons
turns online
engagement
to offline
relationship

26. Product Development

27. Step 4:
Aligning
Content
To
Social

28. “What’s fascinating about Coca‐Cola’s
foray into content marketing isn’t just
that a beverage producer has
recognized the value of using content
to engage its audience.” ‐ CMI

29. Content
that
triggers
results

30. First…Identify what content your customers want
Second…understand the role of social
Third…build a customer‐centric content strategy
Fourth…design an integrated multi‐channel program
Lastly…measure the impact

31. Step 5: Execute as a Team

32. Align
Business
Goals
with
Social
Metrics

33. Engagement
Reach (Influencers)
Repeat Engagement
Share of Voice
Conversions

34. First Things First
Start Small
Strategy & Goals
Policy
People + Technology + Processes
Measure As You Go