The document provides an overview of the basics of developing a social media marketing plan. It discusses that social media should be part of a multi-tiered strategic marketing approach alongside traditional and web marketing. The primary parts of an effective social media marketing plan include establishing goals, setting quantifiable objectives, identifying target markets, and estimating costs and return on investment. Various social media platforms are evaluated based on their suitability for different marketing goals like customer communication, brand exposure, traffic generation, and search engine optimization. Both business-to-consumer and business-to-business differences and considerations for social media strategy and audience are also covered.

1. The Basics of
Social Media
Marketing
Carl B. Forkner, Ph.D.
Presentation to

2. The Basics of Social Media Marketing
• Let’s get one thing straight…
• Social Media should not be your only marketing plan!
• You need a multi-tiered, strategic approach to marketing:
– Traditional marketing (mail, e-mail, phone, presentations, referrals, networking)
– Web Site (information central, link central, home base)
– Social Media (potentially a phased approach, depending on business)
• Investors
• Clients
• Sustainment

3. But…
• We are not going to cover the entire process of an all-encompassing strategic marketing plan
or campaign in this course.
– That is like three or four semester-long classes…
• We WILL cover specifics on Social Media Marketing and how to integrate it into your
strategic marketing plan…

4. Primary Parts of a Social Media Marketing Plan
• Establishing Goals
• Setting Quantifiable Objectives
• Identifying Target Markets
• Estimating Costs
• Valuing Social Media ROI

5. Establishing Goals
• Four primary goals related to Social Media Marketing:
– Customer Communication
– Brand Exposure
– Traffic to Your Site
– SEO
• These are foundations for your strategy
– Must be a consistent thread throughout

6. Matching Social Media Services to Goal
Customer
Communication
Brand
Exposure
Traffic to
Your Site
SEO
Facebook Good Good Okay Poor
Google+ Poor Good Okay Good
LinkedIn Okay Good Poor Okay
Pinterest Okay Good Good Poor
StumbleUpon Poor Okay Good Good
Tumblr Good Good Poor Good
Twitter Good Good Okay Okay
YouTube Good Good Okay Good
If: Good = 2
Okay = 1
Poor = 0
Then Overall Ranking =
OVERALL
RANK
3
3
4
3
3
2
2
1

7. Matching Social Media Services to Goal
Customer
Communication
Brand
Exposure
Traffic to
Your Site
SEO
Facebook Good Good Okay Poor
Google+ Poor Good Okay Good
LinkedIn Okay Good Poor Okay
Pinterest Okay Good Good Poor
StumbleUpon Poor Okay Good Good
Tumblr Good Good Poor Good
Twitter Good Good Okay Okay
YouTube Good Good Okay Good
If: Good = 2
Okay = 1
Poor = 0
Then Overall Ranking =
OVERALL
RANK
3
3
4
3
3
2
2
1
But we really don’t want to do that, because we want our marketing campaign to be focused…

8. Matching Social Media Services to Goal
Customer
Communication
Brand
Exposure
Traffic to
Your Site
SEO
Facebook Good Good Okay Poor
Google+ Poor Good Okay Good
LinkedIn Okay Good Poor Okay
Pinterest Okay Good Good Poor
StumbleUpon Poor Okay Good Good
Tumblr Good Good Poor Good
Twitter Good Good Okay Okay
YouTube Good Good Okay Good
Look this way…
…notthisway.

9. 5 Considerations for B2C Marketing
• Demographics
• Geographics
• Life Stages
• Psychographics (Lifestyles)
• Affinity (Interest Groups)
Q: For what kind of business are
these factors the most important?
Niche Businesses

10. What’s Different about B2B?
• The biggest difference is Influencers
• What are Influencers?
– People like…
• Richard Branson
• Steve Jobs
• Bill Gates
• Warren Buffett
• Armani
• Chanel
• And others that influence and affect the market and how business is done…
Yes, and even those darn Kardashians…ugh

11. Your Social Media Marketing Plan
• There is one universally accepted social media marketing plan…

12. This is the current industry standard:
So,
Are you ready to start outlining
your Social Media Marketing
Plan?
Would you like to know just
a little bit more, first?
Sincerely,
Teacher

13. Let’s look at a couple ways to view strategy
• The 4-step plan…

14. 4-Step Plan

15. 4-Step Plan

16. 4-Step Plan
2
FAME BRAND ALLURE SERVICE
Track the value given
your content by
measuring how often it
is:
- Retweeted
- Commented upon
- Forwarded
- Posted & Pinned
Measure of your online
brand awareness and
favorability by tracking:
- Facebook interaction
rates
- Email click-through
rates
- YouTube viewership
- Pinterest pins &
repins
Measure whether your
social media efforts are
creating consideration
and conversations with
your target audience.
Are you creating and
assisting brand loyalists?
Track:
- Answers, tips &
suggestions they
provide on your
behalf
- Positive, negative,
and neutral
comments over time

17. 4-Step Plan

18. 4-Step Plan

19. 4-Step Plan
Prepare and regularly maintain
monthly rolling Social Media
marketing calendars.
Give it time! A meaningful
enduring impact will take time to
develop. Remember, the fastest
growing businesses die the fastest,
too!
Learn from your mistakes—make
them educational. Constantly
adjust based on performance and
stay in tune with emerging best
practices.
Thanks to: Number 8 Communications

20. OK… Not bad, right?
• So, let’s expand a bit, and look at how this looks as an 8-Step Strategy…

21. An 8-Step Social Media Strategy Approach…

22. An 8-Step Social Media Strategy Approach…

23. An 8-Step Social Media Strategy Approach…

24. An 8-Step Social Media Strategy Approach…

25. An 8-Step Social Media Strategy Approach…

26. An 8-Step Social Media Strategy Approach…

27. An 8-Step Social Media Strategy Approach…
Note: Across more Media,
NOT more on one Media…

28. An 8-Step Social Media Strategy Approach…
Remember the discussion
earlier about the linear
vs. cyclical method for
marketing?
Thanks to: digitalinformationworld.com

29. Who is the Audience?
• A VERY important point…
• Dealing with customers is very different than
• Dealing with businesses…
• Know the difference in your marketing approach
– HINT: You may need more than one marketing approach…

30. Let’s look at more B2C vs. B2B issues…

31. Classic B2B vs. B2C…
Penny in B2B Role
Penny in B2C Role

32. Let’s look at more B2C vs. B2B issues…

33. Let’s look at more B2C vs. B2B issues…

34. Let’s look at more B2C vs. B2B issues…
Thanks to: designjuice.com

35. How to Measure ROI
• This is where you have to be working with your Web Administrator(s)
• Much of Social Media ROI is tied to web traffic driven there by Social Media links and
marketing.
• The following list the Top 5 considerations for measuring Social Media ROI

36. Measuring Social Media ROI
1. Set Social Media Marketing Goals
ROI can be measured in a variety of ways: through customer acquisition, lead generation,
clicks, revenue, contest entries, etc. It all depends on your goals. Before you can track and
measure your ROI, you need to determine your goals so you know which factors you’re
measuring and what success looks like.
Reach, traffic, leads, customers, and conversion rate are the metrics HubSpot suggests
you consider to determine social media marketing success

37. Measuring Social Media ROI
2. Determine the Right Platforms
MelissaLeiter.com

38. Measuring Social Media ROI
3. Track Campaigns
You need to track the time spent, cost of ads, etc., as well as the activities and
campaigns you launch as part of your social media marketing. There are a variety of
tools you can use to do this. I will share these at the end of this section…
4. Report Findings
It doesn’t matter if you’re reporting to a supervisor or for yourself, you need to determine a
way to report your results. You will also want to come up with a timeframe that makes
sense—weekly, monthly, quarterly, yearly or all of the above.

39. Measuring Social Media ROI
5. Review Results & Set Goals
Once you have your stats in front of you, you can calculate your ROI and review the
results of your marketing to see what worked and didn’t work. If you did paid advertising,
that’s important to measure as well, because it relates to a specific cost.
An In-Depth Guide on How to Calculate the ROI of a Social Media Campaign: On 60
Second Marketer, Jamie Turner shows you how to assign a value to your customers and use
that figure to determine your social media spend. Jamie then walks you through using metrics
to drive changes in your social media campaigns.

40. Freebies!

41. Hootsuite
HootSuite is a good all around tool to use for management and metrics
tracking. You can schedule posts from multiple social media channels as
well as create over 30 individual reports. The free metrics are somewhat
limited, but for beginners it's all you will need.

42. Socialmention
SocialMention is an aggregate tool similar to Google Alerts, but for social media, only.
This will give you insight into not only what is being said, but who is saying it and what
the general sentiment is.

43. Klout
Monitoring influence isn't an exact science, but having a tool
that helps you begin to gage someone's online presence can be
useful. Klout is a free tool that will allow you to measure
influence on Twitter, Facebook, Google+, and several other
channels.

44. Facebook Insights
The Facebook insights dashboard gives you all of the
analytics data for your Facebook page. The insights allow
you to understand your audience, what they are reacting
to, and adjust your content to meet their needs.

45. Twitter Analytics
Twitter now has its own analytics dashboard. With Twitter Analytics you can track
timeline activity, including tweets that were favorited, retweeted, and replied to. The
tool also tracks number of mentions, new followers and newly followed. For more
information, see "Twitter Analytics: A Beginner's Guide".

46. Google Analytics
With Google Analytics Campaign Tracking, you can set up
links for campaigns with UTM parameters to track the
campaign. Go here to create the link using Google link
shortener for campaigns.
This is one of the easiest and cheapest ways to track
success of a specific link within a campaign. It's also one
of the most overlooked methods of tracking.
A BIG plus with
Google Analytics!

47. Custom Social Media Reports
Google Analytics does a nice job tracking the number of visitors to visit a website from
different social channels. These custom reports give you additional insights as to how
traffic is being driven to your website.
If you aren't blogging or creating new and useful content to draw people to your
website, don't expect these numbers to be high. It requires a content strategy to really
work people toward your website. These easy to install one-click reports are
invaluable.

48. Bitly
This link shortener allows you track everything you share. This is a great
way to see what your audience is interacting with and decide if the
content you share is valuable.
Bitly also integrates into many third-party software packages, making it a
great umbrella tool, as you can track within multiple platforms. For
example, you may use Social Sprout, a paid management platform and
Buffer both with Bitly then review data in individual platforms or as a
whole through Bitly.

49. Buffer
Buffer is a great tool for scheduling content. You simply fill up your
Buffer account each day and it will automatically post the content to
the channels you select.
For metrics, you're able to look at a dashboard inside Buffer to see
what posts are getting the most interaction, or attach it to Bitly to
include in your general tracking. You can also attach UTM parameters
to track traffic in Google Analytics.

50. TweetReach
TweetReach is a great tool for tracking a campaign or
conversation on Twitter. Simply enter your search term
or hashtag and allow TweetReach to search for the tweets
to tell you reach, exposure, activity, top contributors, and
more. You can look at the past 50 mentions for free.

51. Keyhole
Keyhole is similar to TweetReach except that it also tracks
Facebook and Instagram as well as Twitter. This is a great
way to track a hashtag or keyword for a campaign or
event.
The free social tracker gives you a sample of what the
tracker can do. If you signup you can get a three-day free
trial, which may be adequate for an event or snapshot
view of a campaign. To get a long-term view you can sign
up for a monthly paid plan.

52. The Basics of
Social Media
Marketing
Carl B. Forkner, Ph.D.
Presentation to