Sample Social Media Marketing Plan


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This marketing assessment was completed for a debt settlement company that wanted to get started advertising in social media. Provides an overview of the landscape, different kinds of ads, and calculating ROI for different test campaigns.

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Sample Social Media Marketing Plan

  1. 1. Sample of aSocial Media Marketing Assessment<br />For the Debt Settlement Industry<br />
  2. 2. Agenda<br />How inbound marketing works (5 min)<br />Overview of the social media opportunity (3 min)<br />Campaign structure and objectives (12 min)<br />Recommendations (10 min)<br />
  3. 3. How Inbound Marketing Works (5 min)<br />
  4. 4. The Difference Between Outbound and Inbound Marketing<br />Outbound Marketing<br /><ul><li>Inside Sales
  5. 5. Telemarketing
  6. 6. Tradeshows
  7. 7. Seminars
  8. 8. Print Advertising
  9. 9. Direct mail/email</li></ul>Inbound Marketing<br /><ul><li> SEO
  10. 10. Pay per click
  11. 11. Blogging / Blogosphere
  12. 12. Social Media / Buzz
  13. 13. Targeted Landing Pages
  14. 14. Marketing Analytics</li></li></ul><li>Why Companies Are Focusing on Inbound Marketing<br />Outbound Marketing<br /><ul><li> Low response rate (1-5%)
  15. 15. Expensive / Inefficient
  16. 16. Becoming more difficult
  17. 17. “Interruption” based
  18. 18. Message is “Did you know you have a problem?”</li></ul>Inbound Marketing<br /><ul><li>High response rate (20-50%)
  19. 19. Efficient use of cash
  20. 20. Limited by volume
  21. 21. “Permission” based
  22. 22. Message is “This is why you should pick us to solve your problem.”</li></ul>Companies choose inbound or outbound marketing to hit customers at different points in their buying cycle.<br />
  23. 23. Inbound PPC Often Gets to the Sale Quickly<br />I have to find a solution for my credit card debt right now!<br />+ Google Search<br />Buy me now!<br />A lot of paid inbound marketing is focused on making a sale because of the high PPC cost<br />
  24. 24. Outbound Marketing Hits Customers When They’re Not Prepared<br />Hey you, uploading your photo…Did you know you’ll be in debt until you’re 72 years old?<br />I’m going to update my Facebook profile photo…<br />Many successful ads start with a question and say something provocative. Must use a call to action “Start Your Search Now”<br />
  25. 25. Overview of Social Media (3 min)<br />
  26. 26. Who’s Out There for Social Networking?<br />There are more “channels” out there than you can count. The question is: Which channels make sense for OUR customer?<br />
  27. 27. Pay Per Click Options in Large Social Media Venues<br />LinkedIn<br />11m<br />PPC, CPM<br />Digg<br />35m<br />PPC<br />Plaxo<br />2.6m<br />Technorati<br />3m<br />Hulu<br />4m<br />Average income<br />Flickr<br />26m<br />PPC<br />Yammer<br />93k<br />YouTube<br />72m<br />PPC, channels<br />Facebook<br />47m<br />PPC, pages<br />MySpace<br />72m<br />PPC<br />We can target different clusters for different DMB customer groups<br />Twitter<br />6m<br />Reddit<br />4.8m<br />Average age<br />
  28. 28. Campaign Structure and Objectives (12 min)<br />Create sales leads in short term<br />Start building quantitative performance data for new marketing channels and campaigns<br />Explore social media as a tool for DMB<br />
  29. 29. How Do We Build a Successful Ad Campaign?<br />Age 35-55, $95,000 income, recent job change…<br />LinkedIn, Plaxo, Doostang…<br />Call us, sign up for eblast newsletter<br />Mix of high CTR/selling, same ads across channels<br />Mix of hard/soft sell, design, text<br />
  30. 30. How Can You Advertise on a Social Network?<br />Pay Per Click (PPC) ads<br /><ul><li>Instant results, costs money, no loyalty from viewers</li></ul>Build a focused following and broadcast to them<br /><ul><li>Long lead time, slow sales cycle, must give value for free, loyal</li></ul>Spam them<br /><ul><li>Instant results, short duration, negative karma</li></ul>Bait and Advertise<br /><ul><li>Challenging to continuously come up with “super cool” stuff</li></ul>Banner Ads & Sponsorship<br /><ul><li>Many pricing models to negotiate – instant results, requires flash banner ad creation</li></ul>Use them for PR<br /><ul><li>EMC w/SecondLife– got $1 million in press for <$50,000</li></li></ul><li>Sample Facebook Ads<br />
  31. 31. An Outbound PPC Ad Can Take a High Purchase or High Click Thru Strategy, But Not Both<br />High Purchase Strategy<br />High Click Thru Rate<br />Drowning in Credit Card Debt?<br />We negotiate big discounts with your credit card company. Click for a free estimate.<br />Go Debt Free and Get All the Ladies!<br />Chicks dig guys with cash. Find out how to trash your debt and roll with cash!<br />In a perfect world, High Purchase Strategy would be successful, but may need to use High Click Thru to meet CTR hurdle rates.<br />
  32. 32. Landing Pages Drive Customer Actions<br />Long sales cycle, but captures more visitors as “customers”<br />
  33. 33. Landing Pages Drive Customer Actions<br />
  34. 34. Recommendations<br />
  35. 35. Recommendations<br />** A CTR of 2% for Option B is equivalent ROI to current Option A.<br />
  36. 36. Backup Slides<br />
  37. 37. When Is a DMB Customer Ready to Buy?<br />Their whole life<br />birth<br />death<br />During a month<br />start<br />end<br />During a week<br />sat/sun<br />Time of day<br />9am-9pm<br />
  38. 38. PPC Options<br />
  39. 39. Sample MySpace Ads<br />