This document outlines a social media objectives plan for Cisco Learning Academy with the goals of increasing unique traffic to their website and converting anonymous visitors to known visitors. It details tactical approaches for various social media platforms including blogging daily, engaging with followers on social networks like Facebook and LinkedIn for 2 hours daily, microblogging on Twitter for 2 hours daily, engaging with social press/bloggers for 3 hours weekly, using bookmarking/tagging sites for 1 hour daily, participating in forums and comment sections for 1.5 hours daily, analyzing website traffic and metrics with Google Analytics for 3 hours weekly, and other activities like link building and presentation sharing. Key metrics are identified for measuring the success of efforts on each platform.

1. PreparedbyMary @digitalSCRM
Sample of Social Media ObjectivesPlan
For Cisco Learning Academy
This tactical plan includes the tactical approaches to objectives. It is to be used for
two primary goals of your SEO and/or social media: 1. Increase unique traffic to
qc-cisco-academy.net and 2. Convert anonymous traffic to known visitors by
promoting premium content to visitors from social media sites, and publishing
sites via free content.
Blog‐ 1 hoursdaily............................................................................................................................. 2
Social Networks‐2hoursdaily.......................................................................................................... 2
Microblogging(Twitter)‐2hoursdaily.............................................................................................. 3
Social Press(Bloggers)‐ 3hourweekly............................................................................................. 3
Widgets‐ 1hour weekly.................................................................................................................... 4
Bookmarking/Tagging‐ 1hoursdaily................................................................................................ 4
Keyword research and static URL‐ 1 hoursweekly........................................................................... 5
Commenting/Forums/Wikis/RatingandReview sites‐ 1hours30 mindaily .................................. 5
Google Analyticsandoptimization ‐ 3hoursweekly........................................................................ 5
Facebookcommenting‐ 1hoursdaily ............................................................................................. 6
LinkbuildingandRSS‐ 4 hoursweekly ............................................................................................. 6
PresentationSharing/flyers‐ 2weekly/monthly .............................................................................. 7
Static internal linking...................................................................................................................... 7

2. PreparedbyMary @digitalSCRM
1. Blog- 1 hour daily
Short term objectives:
 Increaserecognition
o Insertactions to be taken here
o Example: X number of posts
o Blog publication schedule
o Add RSS button
 Increaseengagement
o Insertactions to be taken here
o Example: Encouragecomments, blog, social
shares, etc.
Key Metrics:
 Number of posts
 Audience growth‐ uniqueand returns
 Conversationrate
 Conversions
 Subscribers
 Inbound links
 Technorati, Alltop, and other directory listings
 SEO Improvements
Website designed, developed and optimized by Mary

3. PreparedbyMary @digitalSCRM
1. Social Networks- 2 hours daily
Short term objectives:
 Facebook fan page
o Insertstrategy here
o Items like create a group,
encourageinteraction, create
content
o Also, participate in others groups
 LinkedIn
o Insertstrategy here
o Items like create a group, encourageinteraction, create content
o Also, participate in Q&A, other groups, etc
Key Metrics:
 Referrals fromsocialnetworks
 Friends on Social Networks

4. PreparedbyMary @digitalSCRM
2 Microblogging (Twitter)- 2 hours daily
Short term objectives:
 Compile list of company Twitter users
 Promotecompany’s blog postthrough corporateaccount
 Communicate supportissues fromsocialmedia to
supportteam, ensurefollow‐up
 Build reputation
 Promoteother socialnetworking activities/sites through Twitter
Key Metrics:
 Friends/Followers
 2nd‐order followers (follower’sfollower count)
 Velocity‐ avg. of first‐ and second‐order followersattracted per
day since the account was established
 Social Capital‐ influence of twitter followers
 Centralization‐ how much influence (reach) is invested in a small
number of followers
 Pages ranking on key terms frommicroblogging sites

5. PreparedbyMary @digitalSCRM
3. Social Press (Bloggers)- three hours
weekly
Short term objectives
 Update bloggers on a regular basis about all new thought leadership
and new
products
 Interactwith (plus interview, video, etc) at all relevantmarketing
conferencesand
local events
Key Metrics:
 Posts by socialpress aboutMarketo
 Referrals fromsocialpress (socialPR)
Short term objectives:
 Creation of widgets
 Distribution of widgets
Key Metrics
 Usageof widgets (by count)
 Posts/Mentionsaboutsocial widgets offsite
 Referrals fromoffsitewidgets (if any)

6. PreparedbyMary @digitalSCRM
4. Bookmarking/Tagging- 1 hours daily
Short-term objectives:
Postkey thought leadership (resources and blog posts)
 Delicious
 Sphinn
 Reddit
 Digg
 Stumbleupon
 FriendFeed
Review blogsourcestoidentifyadditional bookmarkingsitesthatmaydrive traffic
Key Metrics:
 Referrals frombookmarking/taggingsites
 Pages ranking on key terms frombookmarketing/tagging sites

7. PreparedbyMary @digitalSCRM
5. Keyword research and Google
friendly static URL - 1 weekly
Short-term objectives:
 Identify relevantsocial crowdsourcingandvotingsites
 Participate inrelevantonlinecommunitysite
 Promote contentwhenapplicableinoffsite social
crowdsourcingandvotingsites
Key Metrics:
 ReferralsandVisitsfromCrowdsouring/Votingsites

8. PreparedbyMary @digitalSCRM
6.Commenting/Forums/Wikis/Rating
and Review sites- 1.5 hours daily
Short-term objectives:
 Participate in known Marketing wikis, providing both
information aboutMarketo and related topics
 Ensureglossary on websiteis always up to date
 Identify additional high traffic discussion boards/forums/wikis
 Comment on posts related to lead management, lead
nurturing, email marketing, and lead scoring
Key Metrics:
 Referrals fromdiscussion boards/forums/wikis/ratingand review sites
 Pages ranking on key terms fromdiscussion boards/forums/wikis/rating
and review sites

9. PreparedbyMary @digitalSCRM
7. Google Analytics and optimization- 3 hours weekly
Short-term objectives:
 Install a tracking code into site--conversion and reporting
o Funnel Creating
o Set up conversion tracking
 Create weekly reports and record progress of site’s traffic
Key Metrics:
 Referrals fromsocialvideo sites
 Views of organic referrals on social sites and google.com
 Pages ranking on key terms fromother sites (link building)

10. PreparedbyMary @digitalSCRM
8. Facebook commenting and sharing site- 1
hours daily
Short-term objectives:
 Encouragepotential students to shareany interesting and
marketing relevant comments from social marketing profiles,
news on open houses, discounts and coursenews
 Take pictures of any relevant marketing events
 Utilize photo sharing sites to shareimages with links back to blog
and coresite
o Adding the website to Open Graph—createsocial objects
o Facebook Group and include LIKEjoin fan button on site
o Making new facebook friends to follow school’s facebook page
Key Metrics:
 Referrals fromphoto sharing sites
 Views of photos on social sites
 Pages ranking on key terms fromphoto sharing sites

11. PreparedbyMary @digitalSCRM
9. Link Building and RSS- 4 hours weekly
Short-term objectives:
 Create list of directories to link to
 Repurposewebinar content when applicable for
resourcesection, promotethrough podcastdirectories
 Link (promote) the school’s websiteurl with
keyword-rich anchor links into relevant website
Key Metrics:
 Referrals fromother sites and directories
 Add RSS feeds to website and submitto RSS directories

12. PreparedbyMary @digitalSCRM
10. Presentation Sharing/ flyers - 2 hours
weekly/monthly
Short-term objectives:
 List all presentations and school flyers on Slideshare
 Update Slideshare listing
Key Metrics:
 Referrals fromSlideshare
 Views on Slideshare
 Pages ranking on key terms fromSlideshare
Additional Notes and Objectives
 Match Buyer Personas to SocialMedia sites, adjuststrategy aboveto
better fit personas
 Train sales aboutbetter use of social media
 Create company socialmedia policy
 Discuss socialmedia policy with SEO and SEM vendors
 Consider uses for Ning and other social media sites not listed