The document discusses social media marketing and provides guidance on developing a social media strategy and plan. It defines social media and its key characteristics. It then outlines the benefits of social media marketing, including increased traffic, high quality links, and complementing other marketing efforts. The document proposes a four step approach to social media planning focusing on business goals, customer needs, engagement plans, and success metrics. It also provides examples of social media management, monitoring, and campaign activities across various social media platforms.

2. What is Social Media?
Social Media is an umbrella term that defines the various activities that integrate
technology, social interaction, and the construction of words and pictures.
Its various characteristics are:
Participation : It blurs the line between media and audience
Openness : They encourage voting, comments and the sharing of information.
Conversation : Not a “broadcast” but a two-way conversation
Community : Allows communities to form quickly and communicate effectively
Connectedness: Most kinds of social media thrive on their connectedness, making use of
links to other sites, resources and people.

3. What is Social Media Marketing?
Social media marketing is the process of promoting your site or business
through social media channels and it is a powerful strategy that will get you
links, attention and massive amounts of traffic.
 There is no other low-cost promotional method out there that will easily
give you large numbers of visitors, some of whom may come back to your
website again and again.

4. Benefits of Social Media Marketing?
Social Media Marketing is becoming a major tool for Search Engine
Optimization.
Primary and Secondary Traffic: Though the primary traffic, which comes
directly from the social media websites ,may not be so useful, the secondary
traffic ,which is referral traffic from websites which link to and send you
visitors after they come across your content through the social sites, are very
targeted and useful for your websites.
High Quality Links: When a website receives a large number of natural,
permanent links from trusted domains, it develops authority. Search engines
trust it. It will help immensely in Search engine ranking as well. In a sense,
you are obtaining these quality links through borrowed trust.

5. Why to do Social Media Marketing?
It’s Natural.-Not only do you get natural links without any discernible pattern, your
website is exposed to large groups of people in a spontaneous fashion. This differs from
paid advertising which has overt commercial overtones.
It’s Defensible.- Once successfully mastered, social communities can be a great source
of web traffic on top of any traffic you are already receiving from search engines. While
you can’t easily increase your search engine traffic, social media traffic can be very easily
controlled through strategic marketing.
It’s Low-cost/High returns.- If done by yourself, costs are limited to only time and
perhaps the expenses involved in hiring a freelance programmer/designer. The benefits
will often exceed the cost. It would take you thousands of dollars to buy many links;
social media has the ability to give you that for free.
It Complements Other Efforts.- Social media optimization and marketing is usually
community-specific. It doesn’t interfere with any other methods of getting traffic to your
website. It can and will fit perfectly with an advertising campaign targeting other websites
or search engines.

6. Social Media Planning
Social Media Monitoring
Social Media Management
Social Online Reputation Management
Social Media Marketing
Social Media PR

7. Social Media Planning:
Your Social Media Launch:
1. Business Goals
2. Customer Needs
3. Engagement Plan
4. Success Metrics

8. 1: Business Goal
Boil it down to one sentence that gets to the core
 Increase Brand Awareness , Personalize Your Brand
 Collaborate with Customers , Gain Insight , Co-create Products
 Decrease Cost of Customer Service
 Optimize Site, Better Search Results, More Traffic
 Establish Yourself as a Thought Leader, Educate Customers
 Increase Sales

9. 2: Customer Needs
Know About Your Customers Requirements:
 What customer types exist?
 What are they looking for?
 Where do they go?
 How do they like to interact?
 How much time do they have?
 How willing are they to share openly?
 Do they want exposure?
 Do they want to shape the industry or influence the next generation?

10. 3: Engagement Plan
Plan Your Attacks:
What will you publish?
Where will you publish?
How often will you publish?
Balance (content, events, 1:1, outreach)
Integrate with traditional channels

11. 4: Success Metrics
Build an ROI set based on your dimensions of value. Include a mix of
qualitative and quantitative.
 # fans, # followers, #
friends
 # of comments
 # of participants on thread
 # posts
 # of embeds
 # back links
 # page loads
 # downloads
 Response time
 Issues resolved
 Depth of thread
 Traffic increase to site
 Diggs
 Stumbles
 Subscriptions

12. Social Media Monitoring
 Identifying convariations
 Segregating con variations
 Analyzing conversation
 Insight & recommendation report

13. Traditional Marketing Vs Digital Marketing
Traditional Marketing
 Television
 Radio
 Newspapers
 Magazines
 Billboards
 Direct Mail
 Word-of-Mouth
Internet Marketing
 Video sharing web
sites
 Blogs, Micro-blogs
 Social Networks
 Widgets
 Search Advertising
 Direct Email
 Word-of-mouth

14. Social Media Management
 Strategic presence creation on
social media
 Presence promotion and
response management
 Analyzing opportunities for
social media outreach

15. Online Reputation Management
 Researching and analyzing current online
reputation
 Defining a reputation score
 Recommending steps to improve reputation
score
 Execution of recommendations

16. Social Media Campaign
 Creation of campaign thought
 Illustration of campaign execution – tool,
Apps and prospective conversation strategy
 Deliverables (ROI) via camping execution

17. Social Media Release
 Identification of online PR Objective
 Analysis of PR Opportunities
 Strategy Layout and Activation of blogger and
Influencer outreach

18. Social Media Strategy
With a well-designed social media strategy, you can
leverage conversation to advance your business. Without
such a strategy, you run the risk of falling behind.
The benefits of social media campaigns are extensive – from
increasing customer satisfaction, to keeping tab on the
competition, to marketing your latest product.
Why not take advantage?

19.  Creating profile
 Creating page
 Content development
 Buzz creation
 Integration page with other social media channels
 Post updates with links to the desired landing page
 Joining groups and pages
 Adding members
 Starting discussions
 Sharing links
 Creating facebook “like” button and badge,
to place it in the website and blogs
 Run contests, promotional campaigns, polls…
 Video sharing via YouTube tabs ( for viral campaigns)
 Photo sharing via page flicker apps/ similar apps
 Document sharing ( pdf, ppt, whitepapers,
brochures, notes..)
 Customized contact form/ registration form
 Promote blogs/feed
 Tagging use of various external interactive Apps

20. LinkedIn
 Creating profile
 Creating company page
 Integrating profile with other media
channels
 Add connections
 Join Groups
 Targeting and networking with the
influencers
 Starting Discussions in groups
 Active participations in relevant Q&A’s
 Publish Press release
 Create polls
 Launch and promote e vents
 Submit feeds
 Share presentation
 Integrate blogs to the profile
 Share likes

21.  Creating twitter handle
 Post tweets with site link
(content from the site)
 Following key influencers
 Use hash tags for keywords
 Retweet influential tweets
 Tweeting based on trends
 Post natural updates frequently
 Influence mentions
 Create a twitter badge and place it on
the site and blogs
 Increase followers base constantly
 Network and engage the followers

22. Google +
 Create profile
 Create page
 Content Development
 Buzz Creation
 Integrating page with other social media
channels
 Post updates with links to the desired landing
page
 Joining pages
 Adding influencers to our circles
 Starting discussion
 Sharing links
 Video sharing
 Photo sharing
 Document sharing ( pdf, ppt, whitepaper,
brochures, notes…)
 Tagging

23. Pinterest
 Creating Profile
 Creating boards
 Content Development
 Buzz creation
 Integration profile with other
social media channels/blogs
 Add pins
 Influence repines
 Photo sharing with links
 Sync info graphics
 Follow influencers
 Follow relevant boards

24. Blogs And Q&A’s
 Blogs
◦ Follow key blogs
◦ Comment on blogs with link
◦ Network with influential bloggers
 Q&A’s
◦ Post questions and answers on Q&A sites like answer,
bag, quora, yahoo answers with links, to derive traffic,
increase backlinks, create more visibility and enhance
online reputation

25. Social Bookmarking and Document sharing
 Social Bookmarking
◦ Bookmarking Links from the site
◦ Adding keywords
◦ Using top SBM sites for quality backlinks: Mixx,
Jumptags, Digg, Reddit, StumbleUpon, delicious,
 Document sharing
◦ Sharing presentation through slide share, scribd,
docstoc
◦ Publishing white papers and Article in scribd and
docstoc

26. BENEFITS With US On Social Media
 Monitor and evaluate relevant online media
conversation
 Engage with key influencers in the
blogosphere
 Develop the corporate blogs, social network
sites and multimedia tools
 Plan and develop content for corporate
websites
 Optimize e communication for effective
distribution in the digital space

27. 12 – Month Social Media marketing plan

28. 12 – Month Social Media marketing timeline
Month 1-3 brand
presence
Create
profiles
Implement
brand image
Announce
presence
Traffic Sources
Referring
sites
Search
engines
Project Traffic
12.5 %
increase
Twitter/faceboo
k/ LinkedIn
followers
100 -2000
followers
Costing
$500

29. 12 – Month Social Media marketing timeline
Month 3 - 6 :
Brand/customer
engagement
Increase
followers base
Monitor brand,
industry, niche
Reply to
customers and
prospects
Traffic
source
Referring sites
Search engines
Projected
traffic
25 – 30 %
increase
Twitter/
facebook /
LinkedIn
followers
1000- 3000
followers
Costing
$1500

30. 12 – Month Social Media marketing timeline
Month 6 - 12:
ROI focus
Special offers for
fans, members,
followers…
Converts fans,
members, followers
to email subscribers
Revenue based
campaigns
Lead generation
Traffic Sources
Referring sites
Search engine
Projected
Traffic
50-60 % increase
Costing
$2500

31. Thank You
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