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Social media marketing Strategy

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.

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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.
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.
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.
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.
Social Media Planning Social Media Monitoring Social Media Management Social Online Reputation Management Social Media Marketing Social Media PR
Social Media Planning: Your Social Media Launch: 1. Business Goals 2. Customer Needs 3. Engagement Plan 4. Success Metrics
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
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?
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
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
Social Media Monitoring  Identifying convariations  Segregating con variations  Analyzing conversation  Insight & recommendation report
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
Social Media Management  Strategic presence creation on social media  Presence promotion and response management  Analyzing opportunities for social media outreach
Online Reputation Management  Researching and analyzing current online reputation  Defining a reputation score  Recommending steps to improve reputation score  Execution of recommendations
Social Media Campaign  Creation of campaign thought  Illustration of campaign execution – tool, Apps and prospective conversation strategy  Deliverables (ROI) via camping execution
Social Media Release  Identification of online PR Objective  Analysis of PR Opportunities  Strategy Layout and Activation of blogger and Influencer outreach
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?
 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
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
 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
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
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
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
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
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
12 – Month Social Media marketing plan
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
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
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
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