This document outlines a 9-step social media planning and strategy process. The steps include listening to understand conversations about the brand, identifying business needs for using social media, understanding the target audience, setting goals, developing strategies to achieve goals, selecting appropriate social media channels, creating engaging content, tracking performance, and building a team to execute the plan. The strategies aim to increase brand awareness, engagement, actions, and loyalty through an active presence and inspiring content across key social platforms. Metrics like impressions, engagement, and conversions will track success.

1. SOCIAL
MEDIA
PLAN Strategy, planning &
deployment process

2. choice on whether we do
We don’t have a
social media, the question is how
well we do it.
Erik Qualman, American author of Socialnomics

3. A business pitch:
Social media planning & strategy
in 9 steps

4. So what we have today!
Identify Know
Listen
needs audience
Goals
Results
Build a team
Create Select Crack
content channels strategy

5. Listen
LISTENING

6. Listen what people are talking about your brand
and find out where they are publishing

7. Plug social media monitoring tools into brand
listening and competition tracking
• Track keywords relevant to your business
• Know the sentiments and share of voice
• Set instant alerts using google alerts, twilert, RSS, etc.

8. Study your brand’s marketing initiative
List down the best practice social media
campaigns for reference
Reserve & secure your username across social
networks before the competitor does.

9. Identify
needs
IDENTIFY BUSINESS NEEDS

10. Identify why your business should or wants to be
in social media
You need a strong reasons;
• Your competition is using it.
• Your target audience is there,
looking for information that your
business should provide
• It’s the next generation of WORD OF
MOUTH marketing
• Enhance brand exposure, experience
and increase revenue
• Social media can help reduce the
cost of customer relation
• You want to build a sphere of your
influence

11. Know
audience
UNDERSTAND YOUR CUSTOMER

12. Define your audience profile
Employee
Partner Customer
Influencer

13. http://www.flickr.com/photos/7855449@N02/2780459406/sizes/o/in/set-72157606844282993/

14. Goals
SET YOUR GOALS

15. Establish your goals/objectives
REACH •Get closer to the audience wherever they are
•Create awareness about business offerings
AWARENESS •Increase traffic & page views
•Get visible in search results
•Ignite conversation and engagement with brand
•Invite audience to participate in brand activities
ENGAGE
•Encourage and influence them to spread a word about your
marketing activities
•Collect database
ACTION •Generate leads & demand
•Increase footfalls and sales
•Provide & improve customer service
LOYALTY •Reduce the cost of CRM
•Build relationship by providing inspiring and beneficial content

16. Crack
strategy
What’re the strategy actions?

17. The strategies helps achieve objectives
Be present and Build leading social presences
- no. of fans/followers/subscribers - monthly growth rate
active in key social
media sites Seize the ownership in this space and be active brand
- % of our social presences
Enable cross- Develop effective channel within the organization across the key functions
- quality content/feedback - response time - proper utilization of effort
functional
collaboration and Integrate into marketing mix
participation - % of social campaigns leading to on-ground activities - social channel awareness

18. The strategies helps achieve objective …contd
Share and spread Ignite conversation and engagement
- impressions/clicks - engagement rate (likes/comments/shares) - sentiments
inspiring &
beneficial content Seek audience participation by providing reasons in order to drive footfalls/sales
that portrays brand - registrations - gifts/coupons distribution - referrals - conversions
values
Sustain and Build long term relationship with audience by providing customer service
- Customer satisfaction - positive word of mouth
continue to
influence your
audience.

19. Select
channels
Select a right mix of channels

20. Build a list of channels, which are appropriate to
your strategy. And reason why?
Blogging
Message Photo
Boards Sharing
Key
Social
Platforms
Video Micro
Sharing Blogging
Social
networking

21. Create
content
Build a storyline for audience

22. Content is king. And it can be anything!
News/
Events
FB apps
Question
/Poll Tips/
Advice
Product/
Service
Campaign
Sale/
FB ads Discount
/Offers
Fun &
Festives

24. Build calendar. Set the frequency. Schedule the
delivery.
• Build weekly or monthly calendar
• Decide number of posts/format per
social media site
• Schedule the day and time for the
post for better engagement
• Use engagement tools (Hootsuite,
Facebook, Tweetdeck, etc.) for
scheduling the post (especially on
weekends)

25. Results
TRACK YOUR PERFORMANCE

26. Analysis. Insights. Report.

27. Build a team
YOU NEED A TEAM OF COMMANDOS
WITH LATEST WEAPONS

28. Internal alignment. External integration.
Connecting customers, employees and technology together to drive
efficiency and results.
Brand & Tools
Marketing
Process
Sales & HR &
Support Comms
Team
• Who’re the people, their roles and responsibility?
• What’s the process they are going to follow?
• What are the tools they are going to use?

29. Social media guidelines for customers &
employees

30. THANK YOU!
Vinod Nagar,
Regional Social Media Manager
Nokia - Asia Pacific, Middle East & Africa Operations
Currently, he’s working with Nokia as a regional social media manager for APAC & MEA Regions
based out of Dubai. Previously worked in Ogilvy, Euro RSCG, etc. where he enjoyed working on IBM,
Dell, HP, BSNL and list goes on.
His entrepreneur skills drove him to build the foundation of a digital and social media company in
Dubai as well. He provides digital marketing consultancy to some of media & ad agencies in Dubai.
Some of the brands include Clarins, Levis, Lulu Hypermarket, Thierry Mugler, Azzaro, BITS Pilani,
MBC2, Samsung, Ford, Du, Parachute, Almarai, etc.
You can reach out to me at www.vinodnaagar.com ae.linkedin.com/in/vinodnaagar
www.twitter.com/vinodnaagar (@vinodnaagar)
Email: vinodnaagar@gmail.com