This document summarizes a presentation about developing a strategic social media implementation plan. It discusses setting SMARTER goals, using frameworks to guide social media efforts from goals to objectives to measures to execution tactics. Examples are provided of how to measure social media goals around increasing engagement on platforms like Twitter, Facebook and websites. The key is to monitor metrics over time and stagger content across different social media ecosystems in different languages and times.

1. -webtreatsSocial Media Implementation: Plans, Goals and StrategyThis presentation: http://j.mp/bcitsmJune15

2. Our Team TodayKemp Edmonds Social Media Educator BCIT.caKempedmonds.comMark SmiciklasDigital StrategistIntersectionConsulting.comDIG360.comOur behind the scenes team:BCIT Television & Broadcast staff and students

4. Today let’s talk aboutGoalsHow Social Media fits inFrameworks & PlanningExecutionExamples

5. How to get started?Have SMARTER Goals

6. SMARTER GoalsSpecificMeasurableAttainableRelevantTime BoundEvaluateRe-evaluate

7. Examples: SMART Social Media GoalsIncrease unique visitors to our site by 5x from social networking sites (Analytics) after 5 monthsIncrease blog/newsletter subscriptions by X% in 3 months by increasing distribution channelsIncrease FB Fans by X members in 8 weeksIncrease Twitter mentions 300% in 6 monthsIncrease interactions on FB page by 5/week*

8. The Marketing FunnelAltimeter Group 2010

9. Some FREE ToolsWebsite Monitoring: Google AnalyticsSocial Posts: Hootsuite (Ow.ly)Link Distribution: J.mpFacebook: Insights/AdsEmail: Mail Chimp or Constant ContactMonitoring Google: AlertsSocial Net Monitoring: Social MentionDashboard: NetvibesVideo: YouTube Insights, Flickr Stats

11. Always be Monitoring/MeasuringYes you can measure and monitor everything!

12. We need a frameworkA pragmatic approach using metrics based on sound business objectivesIt maximizes understanding about the value of social marketing effortsMost importantly it delivers tangible results

13. Mark makes it easyOriginal with Details

14. Another FrameworkAltimeter Group 2010

15. By: TheBristolKid

16. The Framework Begins with GoalsLicensed for use under Creative Commons License

17. ...From Goals Stem ObjectivesLicensed for use under Creative Commons License

18. ...Then Measures of SuccessLicensed for use under Creative Commons License

19. And Finally ExecutionLicensed for use under Creative Commons License

20. The Framework in PracticeAltimeter Group 2010

21. Simon Sinek’s TED TALK on Inspiring Leadership

22. Apply Simon Sinek’s model for inspirational leadership WHYHOWWHATOriginal by: Altimeter Group 2010

23. Company Goals= Vision - WHY

24. Business Objectives = Strategy - WHY

25. Measures of Success KPI = Management - HOW

26. Operational Tactics = Execution - WHAT The Framework Is a Process Licensed for use under Creative Commons License

27. A Social Marketing Example...Goal

28. Objective

29. Measures

30. TacticsBe Integral to the CommunityRaise AwarenessTwitterMentionsWeb Traffic from Social SitesSocialMentions

31. How to Measure:(measure over time)Twitter Mentions:http://search.twitter.comhttp://tweetbeep.comLots of paid tools out thereADVANCED: Your mentions/your mentions + all competitor mentionsSocial Mentions:http://socialmention.comhttp://alerts.google.comhttp://netvibes.comWebsite Traffic from Social Sites:http://analytics.google.comSources: Facebook, Twitter, YouTube, etc.BACK IT ALL UP WITH URL SHORTENING (http://j.mphttp://bit.ly)

32. Another Example...Goal

33. Objective

34. Measures

35. TacticsDevelop affinity with target audiencesIncreaseEngagementNew fans, FollowersReaders,WatchersWeb Traffic from Social Sites + 2minComments,Shares,Likes, Replies

38. http://www.google.com/images?q=social+media+logos&hl=en&gbv=2&tbs=isch:1&sa=N&start=20&ndsp=20

40. Different EcosystemsStagger TimingDistribute Content Different LanguageDifferent Timing