The document serves as a comprehensive guide for initiating social media marketing, emphasizing the importance of defining measurable business goals and understanding audience personas. It outlines strategies for content creation across various platforms such as Facebook, Twitter, LinkedIn, YouTube, Pinterest, Google+, Instagram, and Foursquare, while also discussing execution, management, and measurement of success through key performance indicators. This serves as a roadmap for businesses to effectively engage online while maintaining a consistent brand voice.

1. Social Primer: Getting Started With Social Media Marketing
January 19, 2013

2. Agenda
Measurement
Execution +
Strategy + Q&A
Management
Optimization

3. Strategy

4. Strategy
Social ANY strategy needs to start with clearly defined, measurable goals,
supported by solid research
Business Persona Platforms + Measurement
Goals Research Content

5. Strategy: Business Goals
First ask: what am I trying to accomplish?
• Positioning: shift perceptions
• Re-branding
• Recruit new members
• Relationship management
• Customer service
• Thought leadership
• Generate revenue
Is social the right way to help you to achieve these goals?

6. Strategy: Personas
Conduct research to determine the needs of your audience
People get their information in different ways and places, so your story should be told in
different formats and through different channels
PERSONAS
• Who are you trying to reach?
• Where do they spend time online?
• What are their online behaviors?
• What are their pain points, fears,
motivators?
• What type of content do they need to
convert?

7. Strategy: Platforms + Content
Develop a content strategy that addresses these needs
• Choose platforms that meet the needs of your audiences
• Develop a content strategy to deliver messaging in the way they need it
• Inventory existing assets and identify new assets to be developed
Content
Platforms Assets
Strategy
• Thought leadership • Images
• Testimonials • Blog posts
• Education • White papers
• Data • Video
• …etc • Case studies
• …etc

8. Platform Overview
Facebook • 65% are 35+
• 40% Male / 60% Female
• “Some College” or above
• 70% household income of $25k -
Currently the largest social network, Facebook $75k
boasts more than 167 million users in the U.S.
and 1 billion worldwide.
• Historical look at company
Brands participate by having a Facebook Page (Timeline)
• Traffic driver
and delivering timely, valuable content to “Likers” • Customer engagement
through a user’s newsfeed.
• Visually compelling
• Links need to include photos
• Needs a large variety to keep
engagement up
• Mobile experience
• Varies from daily postings to 2-3
times/week
• Avg. 3-5 hours/week including
content planning

9. Platform Overview
Twitter • Primarily 25 - 44
• 40% Male / 60% Female
• “Some College” or above
• 42% household income in
A social networking experience delivered in 140 $25k - $50k
characters. Originally inspired by text messaging,
Twitter allows users to interact with each other • Deliver timely company news
through brief messages. • Customer service channel
• Aggregate industry news relevant
to your business
Topics are organized through user created • Provide an inside look at the
conventions called hashtags. company
• Brevity is key
• Include a link & any relevant
hashtags
• Mobile experience
• Twitter Media Viewer
• Varies, but post at least once/day
• 1-2 hours/week

10. Platform Overview
LinkedIn • 79% are 35+
• 47% Male / 53% Female
• 50% Bachelor’s or Graduate Degree
• 50% household income of
A business-focused social networking site with $50k - $100k
over 160 millions registered users.
• Connecting the business with
Many professionals use LinkedIn for career individuals
opportunities and to discuss industry trends within • Thought leadership through group
participation
groups. • Recruiting & partnership
opportunities
• Business focused
• Thought leadership
• Question & discussion focused
• Weekly participation
• Avg. 3 hours/week including content
planning

11. Platform Overview
YouTube • 45% Male / 55% Female
• 52% are 35 - 54
• 800 Million Users
• 3 Billion Hours Watched/Month
Supposedly the second largest search engine, • 60 Hours Uploaded Every Minute
YouTube allows users to upload video content,
which is then embeddable and shareable across
multiple networks. • Content repository for use on
website
• Video blogging (Vlogging)
Typically items that go “viral” are videos from • Industry commentary
YouTube.
• Video content
• Not just marketing content
• Audio more important
• Varies based on strategy
employed, monthly posting
minimum
• Avg. 1-5 hours/week including
content planning

12. Platform Overview
Pinterest • 35% are 45+
• 18% Male / 82% Female
• 61% have “Some College”
• 40% household income of $25k -
The newest social media darling, Pinterest has $50k
skyrocketed to over 21 million unique visitors, and
over 10.4 million registered users.
• Showcase products
• Curate industry trends
Content is curated from across the web and can • Provide a human face
be organized into boards around topics. • Give a sense of corporate
personality
• Visual content required
• Share-worthy
• Spark commenting
• Varies from daily postings to 2-3
times/week
• Avg. 3-5 hours/week including
content planning
• Can be addictive!

13. Platform Overview
Google+
• 50% are 0-24
• 60% Male / 40% Female
• Student & tech oriented audience
Google+ launched in the summer of 2011 as a
social networking product. Since its launch,
Google has made great strides to integrate
Google+ into a host of other products, such as • Content sharing to improve
YouTube, Google Docs, Gmail, etc. search rankings
• Direct connection with customers
via Hangouts
• Focus on high-value content
• Content that induces +1’s and
commenting
• Varies from daily postings to 2-3
times/week
• Avg. 3-5 hours/week including
content planning

14. Platform Overview
Instagram
• Does not release user
demographics
• Smartphone Users
Based in a photo-sharing application for iOS and
Android, Instagram allows users to add filter
effects to their photos. The app takes photo
sharing to a new height by allowing friending, • Capture the lifestyle of the
tagging and interaction with user created images. business
With over 46 million MAU, no wonder they got • Go beyond content creation to
acquired by Facebook. content engagement
• Photo content
• Mobile based
• Invokes the personality of the
business
• Merge pictures & text to convey
messaging
• Ad-hoc content creation or
planned content themes
• Integrate into overall marketing
plan and other channels

15. Platform Overview
Foursquare • 10% are younger than 24
• 65% Male / 35% Female
• “Some College” or above
• 60% household income of $25k -
A geo-location application originally launched at $75k
SXSW 2009, Foursquare allows individuals to
check-in to locations, as well as follow brands, to
earn points and badges.
• Customer loyalty rewards
• First time visitor incentives
In recent months, they’ve tried to expand beyond • Community or lifestyle expert
gamification to become a recommendation
engine.
• Visitor specials
• Loyalty rewards
• Expert tips for locations
• Photo content & lists
• Minimal set-up
• Ongoing maintenance depends on
strategy

16. Content Strategy
Create an engaging online experience governed by a content strategy
The content strategy:
• Defines the content that we own, when and where we will publish it, and in what format
• Gives us the strategic ability to drive conversations rather than always reacting to them
• Is driven by content themes
The content plan answers:
• What is our message, what are we trying
to say?
• What are the overarching themes in our
messages?
• How can we best convey these
messages on each platform?

17. Assets
Develop/repurpose assets
• Inventory existing assets
• Perform content gap analysis
• Put together a plan for new content development
Ask yourself
• What formats does my audience
need?
• What do I currently have?
• What are the content gaps?
• What do I need to develop?

18. Execution +
Management

19. Execution + Management
Execution Plan
Monitoring and response plan
Resource allocation • How to react to conversations
(owned + unowned)
• Who is community manager? • Keywords + negatives (aligned
• Who is content publisher? with brand)
• Who owns the project? • Crisis + escalation procedures
• Role breakdown
Schedule
• Editorial calendar
• How often to monitor?
• How much time allocated? Launch
• Bulk schedule posts
• Monitor and respond

20. Resource Allocation
Determine who owns the day-to-day tasks and ongoing planning
Bob Tim Sarah
Monitor owned properties (Facebook, Monitor keyword-specific Provide updates to team on offline
Twitter, Pinterest) for comments, conversations via Hootsuite events and relevant news to leverage
messages, and engagement Reply to/@mention online users in via social
opportunities keyword-driven conversations Take over conversations that evolve
Reply to/@mention online users in Identify, follow and engage with past basic engagement
owned conversations influential or associated organizations Respond to real-time crises as
Reply to direct messages on Facebook, and public figures, key influencers, and escalated Tim in a timely manner
Twitter and Pinterest friends + customers Provide subject matter, upcoming
Develop monthly editorial calendar, event calendars, and relevant industry
monitor/response plan, and escalation trends/news to R2i for editorial
plan calendar
Identify, syndicate and add strategic Provide list of potential crises that may
value to unowned relevant content on require escalation or timely response
social channels and the web Provide contact tiers for escalation
Monitor success metrics and provide
month over month analysis and
reporting
Trigger response plan when necessary

21. Monitoring + Response Plan
Determine how and when to respond-even in the event of a crisis
Content leaves a lasting digital footprint, so your online voice should:
• Represent your brand and be consistent with corporate messaging
• Be: truthful, authentic, open, accountable, available, and professional
• Be guided by a pre-defined set of keywords and negatives
• Respond to crises, trolls, etc. with accountability and professionalism
Do Don’t
Use approved keywords that align with the brand Use keywords from the “Do not use” keyword list
Be transparent and human Post information that cites customers
Think before you click submit-if you’re not sure, ask the strategist Publish owned content without approval
Protect the confidentiality of our online community Publish financial data
Be timely-respond as quickly as possible to sustain conversational Offer incentives, pay, or gifts to influence an online user
momentum
Check owned profiles for feedback from the community
Acknowledge enthusiasm and positivity and award users verbally
Ask questions to continue positive conversations among users
Escalate conversations as soon as possible if distasteful comments arise
Block users who are violating posting policy
Verify all facts for accuracy prior to posting

22. Schedule: Editorial Calendar
The editorial calendar serves as a roadmap for content publishing
• Collaborative, fluid document that evolves with online conversation
• Blends content strategy with the digital landscape
• Based off of content themes, broken out into individual posts by platform
• Keeps publishing layer aligned with content strategy

23. Launch
Bulk schedule owned content to provide a baseline for ongoing CM
• Load content as it is developed and approved
• “Set it and forget it”
• .csv file or on a post-by-post basis
Date/Time Post Link
6/8/2015 7:25 A new whitepaper has been added to the HootSuite Blog! "http://blog.hootsuite.com"
We're excited to announce that we are connecting with our users right now
11/22/2015 13:30 on location in Japan "http://blog.hootsuite.com"
12/25/2015 10:00 Happy Holidays! What's your favourite thing about this time of year? "http://blog.hootsuite.com"
Happy New Year! Now is a time to celebrate the year(s) gone by and
1/1/2015 6:05 embrace the coming of a new one.

24. Measurement +
Optimization

25. Measurement: KPIs
How are we measuring success?
• Impressions • Downloads
• Total Reach • Community
• Referral Traffic Growth
Awareness Acquisition
Advocacy Engagement
• Shares • Engaged Users
• Post Virality • Comments/
• Advocacy Growth @Mentions/Likes
• Click-thrus

26. Measurement + Optimization
Benchmark social KPIs at launch and monitor throughout
Use metrics from ongoing monitoring to inform optimizations
What to look for:
• What content themes are performing?
• What platforms are driving the most conversions?
• What is the sentiment around your brand?
• How often is our brand name linked to relevant non-
branded terms?
• How many site visits/conversions are coming from social
media?

27. Questions?
Kara Redman
Digital Strategist
R2integrated
kredman@r2integrated.com
@kararedman
www.linkedin.com/in/kararedman
www.r2integrated.com/blog