The document discusses creating an effective social media marketing action plan. It recommends keeping the business objectives, target group, value propositions, and needs in focus. Results may take time, so it is important to stay focused and keep momentum. The document also discusses balancing participation across multiple social media channels, focusing on relevance and credibility over providing 100% of information. It outlines options for creating a game plan with limited or more resources that can provide immediate but limited results versus higher gains long term.

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Social Media Marketing
Bootcamp
Session - How to create a Successful
Social Media Marketing Action Plan?
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Action Plan
Endless Communications! Multiple Channels!
Limited Time :-(
How can I create a workable plan?
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Keep Big Picture Alive!
SMM Objectives
Business Target Group
Value Prop Need
SM Channels, Positioning & Message
 Results are going to take time
 Stay focused and keep the momentum going
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It’s Addictive!
Selling drugs require high level of integrity!
Do not avoid it. Discipline yourself.
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Keep track of %age of time you are spending on
Social Media for Business
It’s OK to Drift - Bring yourself back
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Information Overload - Do not aim for 100%!
Stay focused on “Relevancy” and “Credibility”
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Prefer “Moderating” over “Leading”
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Set the “Objective” Right
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Marketer’s View
Social Media
Marketing
Lead Generation
Restricted View
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Online Marketer’s View
Social Media
Acquisition or Visitors
Leads
Sales
Retention
Again a Restricted View
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B2B Business Implication
Rationalized Decision Process
• Longer Sales Cycle
• Multiple Touch Points
• Phased Approach
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B2B Business Implication
Multiple Decision Makers/Influencers
• Multiple People
• Multiple Searches
• Multiple Concerns
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Selling Process for a B2B
Case Studies Webinars
Articles/White Papers
Acquisition Acquisition
Leads Leads Acquisition
Sales Sales Leads
Retention Retention Sales
Retention
Free Product Tours
Request for Proposal
Acquisition
Acquisition Leads
Leads Sales
Sales Retention
Retention
Sales
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Set Right Objective...
Short Term
 Support in Lead Conversion
 Support in Lead Qualification
 Limited Lead Generation
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Important Action Items
 Professional Networking
 Update Corporate Section
 Everyone on LinkedIn (Active & Participating)
 Relevant Discussion Forums
 Start Listening on “Twitter”
360 Degree Online Presence
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Set Right Objective...
Long Term
 Generating traffic from Social Media
 Branding & Sales
 Creating thought Leadership
 Create Sustainable Lead source
360 Degree Online Presence
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Important Action Items
 Invite internal people to start participating
(Internal Talent need to be exposed)
 Blogging
 Photos, Videos and Presentations
 Online PRs, Articles and White Papers
 Creating a Newsroom/Connect section
360 Degree Online Presence
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Options to Create Game Plan
 Few Resources, Immediate but Limited Results
 More Resources, Higher Gains but Long Term
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Few Resources, Immediate but Limited Results
Purpose: Use SMM to Monitor existing conversations and create short term
visibility
 Listen, listen and listen
 Respond appropriately at appropriate channels
 Professionals Networking
 Post on Discussion forums
 Comment on Blogs, groups, pages and articles
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Few Resources, Immediate but Limited Results
Purpose: Use SMM to Monitor existing conversations and create short term
visibility
 Efforts Required:
 Online Marketing Strategy Creation: 5%
 Content Writing and Population: 10%
 Listening and Responding : 80%
 Monitoring and Measuring: 5%
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More Resources, Higher Gains but Long Term
Purpose: Use SMM to build Sustainable long term Marketing channels
 Create new Pages, Groups, Blog, Twitter accounts.
 Creating Viral Messages
 Participant Extensively on Discussion Forums, LinkedIn Answers and
User groups.
 Explore new Platforms like Tagged, Plaxo
 Article and whitepaper Marketing and Submissions.
 Experiment, experiment and experiment.
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23. © Digital Vidya
More Resources, Higher Gains but Long Term
Purpose: Use SMM to build Sustainable long term Marketing channels
 Efforts Required:
 Online Marketing Strategy Creation: 10%
 Content/Viral Creation and Population: 50%
 Listening and Responding : 20%
 Promotion: 10%
 Monitoring and Measuring: 10%
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Thank You!
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