2013 EworksWSI Social media tactical plan

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SAMPLESOCIAL MEDIA TACTICAL PLAN Eworks WSI Cyprus - tel +35722675747 - fax: +35722675748 - m: [email protected]

description

This social media plan is meant to serve as the foundation to start incorporating social media into your company's marketing strategies. The social media tactical plan helps you to: - Drive more unique traffic to your website - Expand the reach of thought leadership content - Measure the value of social media strategies - Better identify, understand, and engage potential buyers More info and details on http://eworkswsi.com.cy

Transcript of 2013 EworksWSI Social media tactical plan

Page 1: 2013 EworksWSI Social media tactical plan

SAMPLE SOCIAL MEDIATACTICAL PLAN

Eworks WSI Cyprus - tel +35722675747 - fax: +35722675748 - m: [email protected]

Page 2: 2013 EworksWSI Social media tactical plan

© 2012 Marketo, Inc | US +1.877.260.6586 | UK +353.1.242.3000 | www.marketo.com | www.twitter.com/marketo | blog.marketo.com 2© 2012 Marketo, Inc | US +1.877.260.6586 | UK +353.1.242.3000 | www.marketo.com | www.twitter.com/marketo | blog.marketo.com 2

This plan includes the tactical objectives to be used to accomplish the following social media goals:

1. Increase inbound leads at a low cost2. Expand reach of thought leadership content3. Engage and excite influencers4. Better understand, identify, and engage potential buyers5. Improve customer service and satisfaction6. Enhance outbound campaign program effectiveness

Blog

Social Networks

Microblogging

Social PR

Widgets

Booking Marking / Tagging

Social Apps & Voting

Blog Commenting / Q&A Sites

Online Video

Photo Sharing

Podcasting

Presentation Sharing

Additional Notes & Objectives

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social media tactical plan

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© 2012 Marketo, Inc | US +1.877.260.6586 | UK +353.1.242.3000 | www.marketo.com | www.twitter.com/marketo | blog.marketo.com 3

Short term objectives:

• Increaserecognition

− Insert actions to be taken here

− Example: X number of posts

− Blog publication schedule

− Add RSS button

− Include social share buttons

• Increaseengagement

− Insert actions to be taken here

− Encourage comments, forum pages, etc.

− Add social share buttons

Key Metrics:

• Numberofposts

• Numberofsocialshares

• Audiencegrowth-uniqueandreturns

• Conversationrate

• Conversions

• Subscribers

• Inboundlinks

• Technorati,Alltop,andotherdirectorylistings

• SEOImprovements

Blog - X hours daily/weekly/monthly

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© 2012 Marketo, Inc | US +1.877.260.6586 | UK +353.1.242.3000 | www.marketo.com | www.twitter.com/marketo | blog.marketo.com 4

Short term objectives:

• FacebookFanPage

− Insert strategic objective

− Share a mix of relevant links, engaging content, videos, and polls

− Make sure you promote upcoming events and create them in the events tab

− X posts per day

− Engage with influencers

• LinkedIn

− Insert strategic objective

− Create a group

− Add something about posting content to the LinkedIn company page

− Identify other groups to follow and participate

− Encourage employee participation

− Monitor and participate in Q&A

− X posts daily

• Google+

− Optimize for SEO

− X posts per day

− Share engaging content, videos, images, and relevant links

− Comment on posts

− Utilize Google Hangouts

− Create and promote upcoming events

• Pinterest

− Create boards leveraging both content and company culture

− Follow other businesses, thought leaders, customers, and partners

social Networks - X hours daily/weekly/monthly

Key Metrics:

• FacebookLikesandposts

• LinkedinFollowers

• Referringtraffic

• LinkedinGroupmembers

• LinkedinDiscussions

• Google+Circleadds/followers

• Google+mentions

• Pinterestpinsandfollows

• KredandKloutscores

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© 2012 Marketo, Inc | US +1.877.260.6586 | UK +353.1.242.3000 | www.marketo.com | www.twitter.com/marketo | blog.marketo.com 5

Short term objectives:

• PromotecontentthroughTwitter

• Segmentinfluencersandcreatelists

• UtilizepromotedTweets

• CommunicatesupportissuesfromSocialMediatosupportteam,ensurefollow-up

• Listentorelevantconversations

• Buildreputation

Short term objectives:

• Updatebloggersonaregularbasisaboutallnewthoughtleadershipandnewproducts

• Interactwith(plusinterview,video,etc)atallrelevantmarketingconferencesandlocalevents

Key Metrics:

• Followers

• Mentions

• Retweets

• RetweetReach

• RepliesReach

• Numberoflists

• SocialCapital--influenceofTwitterfollowers

• Numberofpotentialprospectssenttosales

• Posts

Key Metrics:

• Postsbysocialpress

• Referralsfromsocialpress

microBloggiNg (twitter) - X hours daily/weekly/monthly

social pr (bloggers) - X hours daily/weekly/monthly

Short term objectives:

• Updatebloggersonaregularbasisaboutallnewthoughtleadershipandnewproducts

• Interactwith(plusinterview,video,etc)atallrelevantmarketingconferencesandlocalevents

Key Metrics:

• usageofwidgets(bycount)

• Posts/mentionsaboutsocialwidgetsoffsite

• Referralsfromoffsitewidgets(ifany)

widgets - X hours daily/weekly/monthly

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© 2012 Marketo, Inc | US +1.877.260.6586 | UK +353.1.242.3000 | www.marketo.com | www.twitter.com/marketo | blog.marketo.com 6

Short term objectives:Post key thought leadership to:

• Reddit

• Digg

• Stumbleupon

Participate in communities:

• Reviewblogsourcestoidentifyadditionalbookmarkingsitesthatmaydrivetraffic

Short term objectives:

• Addasocialelementtoeverycampaigntoexpandreachandincreaseengagement

• Sharevideos,reviews,ratings,andpolls

• Usepromotionsandconteststospreadyourmessagelikerefer-a-friendandflashdeals.

Key Metrics:

• Referralsfrombookmarking/taggingsites

• Pagesrankingonkeytermsfrombookmarking/taggingsites

• Viewsandsubmissions

Key Metrics:

• Socialprofiledatacapture

• Socialreach

• Impressions

• Socialactivityandconversions

• Influencersandfans

• CampaignperformanceandROI

• Trendsovertime

BookmarkiNg/taggiNg - X hours daily/weekly/monthly

peer to peer social shariNg apps - X hours daily/weekly/monthly

Short term objectives:

• Participateonrelevantmessageboards,blogs,andQ&Aplatforms

• Provideinsightandthoughtleadershipwithinyourcomments

• Onlyincludealink-backwhenrelevant

• Workpositivecommentsintoyourpostsandthenfollow-upwithamoredetailedplanation

• Focusonbuildingrelationships

Key Metrics:

• Increasedbrandawarenessoninfluentialblogs

• Link-backsandreferringtraffic

• Influencermentions

Blog commeNtiNg/Q&a sites - X hours daily/weekly/monthly

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© 2012 Marketo, Inc | US +1.877.260.6586 | UK +353.1.242.3000 | www.marketo.com | www.twitter.com/marketo | blog.marketo.com 7

Short term objectives:

• Updatevideosonsocialvideositesandlinktocoresite

− YouTube

− Facebook

• CreatevideoseriesforYouTube

Short term objectives:

• Encourageemployeestoshareanyinterestingandmarketingrelevantphotosfromsocialmarketingorsalesevents

• Takepicturesofanyrelevantmarketingevents

• Utilizephotosharingsitestoshareimageswithlinksbacktoblogandcoresite

− Flickr

− Facebook Photo Gallery

− Our Blog

− Google Plus Photo Albums

Key Metrics:

• Referralsfromsocialvideosites

• Viewsofvideosonsocialsites

• PagesrankingonkeytermsfromYouTube

Key Metrics:

• Referralsfromphotosharingsites

• Viewsofphotosonsocialsites

• Pagesrankingonkeytermsfromphotosharingsites

oNliNe video - X hours daily/weekly/monthly

photo shariNg - X hours daily/weekly/monthly

Short term objectives:

• Createlistofpodcastdirectories

• Repurposewebinarcontentwhenapplicableforresourcesection,promotethroughpodcastdirectoriesandiTunes

• Recordrelevantphoneconferencesforuseaspodcasts,promotethroughpodcastdirectories

Key Metrics:

• Referralsfrompodcastdirectories

• Viewsofpodcastsifhostedonpodcastsites

podcastiNg - X hours daily/weekly/monthly

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© 2012 Marketo, Inc | US +1.877.260.6586 | UK +353.1.242.3000 | www.marketo.com | www.twitter.com/marketo | blog.marketo.com 8

Short term objectives:

• CreateXSlidesharepresentationsperquarter

• Postwebinars,slidedecks,infographics

• OptimizeforSEO

• Generateviewsandleads

• MatchBuyerPersonastoSocialMediasites,adjuststrategyabovetobetterfitpersonas

• Trainsalesaboutbetteruseofsocialmedia

• Createcompanysocialmediapolicy

• DiscusssocialmediapolicywithSEOandSEMvendors

• Encourageemployeestobeactiveparticipantsinsocialmedia--don’tbeafraidtoincentivize!

Key Metrics:

• Followers

• Presentations

• Presentationviews

• Numberofleadsgenerated

• Totalviews

• Downloads

• Favorites

• Tweets

• Facebooklikes

preseNtatioN shariNg - X hours daily/weekly/monthly

additioNal Notes & oBjectives