Social media canvas

1. Social Media Planning
Michelle Lam
Michelle.ngan.lam@gmail.com

2. The Social Media Canvas
SM Objectives
Core objective
SMART objective
SM audiences
Target audiences for the SMART
objective
SM Value
proposition
What benefits can you provide for
your audience via social media
SM Strategy
What is your SM style
Content
List of channel
Integration plan
Business strategy
What is your development plans
and marketing strategies
Existing media
List of existing media
The effectiveness of current
media
Strengths and weaknesses
Resources
HR, budget
Homework Brainstorm

3. Step 1: Do the homework
Business strategy
• What is your development plan and schedule?
• What is the targeted market?
• How to reach customers?
Existing media
Resources
• List all the online and offline channels that have
been using
• What is the conversion rate with current channels?
• What is current ROI?
• What is the budget?
• How many people / working hour can you dedicate
for this?

4. Step 2: Brainstorming
Social Media Objectives
Target audiences
Value proposition
• What do you want to achieve from social media?
• Support the business strategies
• Within a period of time
• Who are you targeting to on social media?
• Suppliers, end-users, paying customers
The incentive benefit:
• What can you offer for the audiences from your
channels?
• Why do they stay with your channels?

5. Step 3: Strategy Planning
Audience Purpose Channel Activities CTA
Customers
• Generate leads
• Raise awareness of new
products
Linkedin
Blog
Webinar
Create discussion,
post
Linkedin mail
Invite to webinar
Submit contacts
End-users
• Increase company reputation
• Support recruitment
Linkedin
Facebook
Share posts N/A

6. Step 4: Implementation
Facebook Blog Instagram SMS
Push
notification Offline
Monday Motivational Reminder
Tuesday
Wednesday Blog share Blog post Blog share SP reminder Users reminder
Thursday SP reminder SP reminder Infographic ready
Friday
Light post
Users
reminder Stats monitor
Saturday 1st draft of blog
Sunday Infographic Infographic
Ideas Type of content Publish Utilization Notes
Industry info
Trend of mobile services
• Market share
• Potential
• Etc
Blog post
Website/
Crowdsource
Share on Linkedin, Twitter
Content for
providers
Mobile services increase
revenue
Blog post Website Share on Facebook, Twitter
How to use our app Infographic Website Share on Instagram, Pinterest
Content for
end users
How to select a good
service
Blog post
Website Share on Facebook
Example of Content Planning table
Example of Weekly activities

7. Step 5: Monitoring
 Roles and responsibilities of the team
 Working progress
 Results
MEASUREMENT / KPI
Budget used Reaches User engagement CTA rate Leads
Organic / Paid