Six Steps To Create A Social Media Marketing Plan At Little Cost
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Transcript of Six Steps To Create A Social Media Marketing Plan At Little Cost
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Six Steps To Create A Social Media Marketing Plan At Little Cost
Presented to:University of Michigan
Center for EntrepreneurshipCollege of Engineering
Prepared by:Chad Wiebesick
Director of social media & interactive marketingTwitter: @Wiebesick
February 15, 2016
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Pure Michigan Ranks Among Top 10 Travel Destinations Worldwide for Its Social Media
@Wiebesick
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Pure Michigan Ranks #1 on InstagramPure Michigan is the #1 most popular travel brand in the world on Instagram as measured by the number of photos people have uploaded hashtagged #PureMichigan, ranking higher than Hawaii, Australia, Museum of Modern Art, Lonely Planet and Carnival Cruise Lines.
@Wiebesick
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@Wiebesick
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@Wiebesick
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@Wiebesick
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Step 1: Set your objectives
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Align Your Social Strategy To Your Business Objectives
Brand Goal: “Pure Michigan is majestic, mythic and magical – a place with abundant natural beauty and authentic destinations.”
@Wiebesick
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Provide Customer Service
@Wiebesick
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Customer Service Gone Wrong!
@Wiebesick
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Customer Service Gone Horrific!!!!
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Pure Michigan Customer Service
@Wiebesick
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Generate Leads
@Wiebesick
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Build Brand Awareness
Within 15 minutes of Super Bowl 2013 grinding to a halt because the lights went out, Oreo sent this tweet.
Generated 15,000 retweets and 8,000 new Twitter followers.
@Wiebesick
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Increase Traffic To Your Website
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Step 2: Identify Your Audience
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Here’s Why It’s Important to Know Your Audience
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What Single Post Caused People To Unlike the Pure Michigan Facebook Page?
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What Should We Do?
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Let Your Advocates Support You
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Tip: Use Facebook Interest Targeting
Reach precisely the right people by targeting posts to a subset of the people that like your page based on their interests. @Wiebesick
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Step 3: Choose The Platform
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More than 70% of online American adults use Facebook. Usage among seniors continues to increase. Women are also particularly likely to use Facebook compared with men.
Source: Pew Research Center, 2015
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Some 23% of online adults currently use Twitter. Skews slightly more male, college educated, household income of $50,000, urbanites.
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Google+
Sixty-seven percent of Google+ users are male, and the average age is 28-years-old. Users tend to work in the engineering, software and design industries, and are more interested in discussions and trends than looking at photos of dogs or kids.
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LinkedIn is actually more popular than Twitter among U.S. adults. LinkedIn's core demographic are those aged between 30 and 49, i.e. those in the prime of their career-rising years. Not surprisingly, LinkedIn also has a pronounced skew toward well-educated users.
Source: Pew Research Center, 2015
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Women continue to dominate Pinterest – 42% of online women use the site, compared with 13% of online men.
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Besides young adults, women are particularly likely to be on Instagram, along with Hispanics and African-Americans
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Snapchat
Snapchat is the youngest social network of all. More than six out of 10 Snapchat users are in the 18-to-24 age group.
Source: Pew Research Center, 2015
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Tip: Don’t Spread Yourself Too ThinAccounts that appear dormant a majority of the day are easy to spot. Rather than only visiting once a day for 30 minutes, consider spending 10 minutes in the morning, 10 minutes in the afternoon, and 10 minutes in the evening.
@Wiebesick
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Tip: Use the Same Logo Across All Platforms
Helps build brand and consistency, and people will recognize you regardless what platform they see you on.
@Wiebesick
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Tip: Choose a Consistent Vanity URL
@PureMichigan@PureMichigan@PureMichigan@PureMichigan
VERSUS:@DiscoverOhio@Ohiogram@DiscoverOhio@DiscoverOhioTravel
@Wiebesick
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Step 4: Establish Metrics
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Choose metrics that align with your business objectives and help you make business decisions. •Followers•Likes•Comments•Shares•Retweets•Impressions•Reach•Engagement•Post Likes•Unlikes•Clicks•Etc.
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“It’s quality, not quantity of fans that’s important.”
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New York State Has The Largest Number of Facebook Fans
• Yet, only 0.9% of their fans are talking about the page.• The most popular age group are 13-17 year old teenagers.• Most of their fans live in New York City.
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State of Florida Has Far Fewer Fans, But More Engaged
• Average age of fans are 35-54, a demographic more likely to have budget to travel.
• Most fans live in out-of-state, a more lucrative traveler.
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Another Reason to Not Focus on Number of Fans
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Make Fans The Hero: Engagement is Key
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Step 5: Create Content Strategy
Your content creation and content curation plan should answer the following questions:•What type of content do you intend to post?•How often will you post?•Where will you post it?
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Use an Editorial Calendar
Follow the 80/20 rule to attract and retain an engaged community: 80% is your content, 20% is from thought leaders in your industry, like-minded businesses, or relevant content.
@Wiebesick
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Schedule Posts to Save Time
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Step 6: Test, Evaluate and Adjust Your Social Media Plan
• As new networks emerge, you might want to add them to your plan.• As you attain goals, you might need to adjust them.• Rewrite your strategy to reflect your latest insight.
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“Here’s how by reacting quickly to an obscure tweet, Pure Michigan
generated $17 million in PR buzz.”
@Wiebesick
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Dec 6, 11:49 am
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TravelWisconsin.com
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Dec 6, 2:45 pm
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Dec 6, 7:17 pm
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What, If Anything, Do We Do? • 1 tweet• 11 retweets• 1 story in Kalamazoo Gazette
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Dec 7, 11:45 am WhoIsTheRealMittenState.com
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Dec 7, 4:43 pmStatewide News
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Dec 7, 7:23 pmWisconsin Releases Another Mitten
Travel Wisconsin put up a new version of the mitten in the green and gold of the Green Bay Packers, boasting the football team's unbeaten record and ribbing their rivals, the 7-5 Detroit Lions.@Wiebesick
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“Is Michigan or Wisconsin the Mitten State?”Google AdWords
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Dec 7, 10:20 pmNational News
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Dec 13
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The Mitten Drive Prompted More Conversations
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Dec 14, 2:20 International News
Results:•Over 300 news stories from state, national and international radio, newspaper and TV •396 million media impressions•$17.7 million in earned media value
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Thank You• Chad Wiebesick• [email protected]• Twitter: @wiebesick• Facebook.com/cwiebesick• Linkedin.com/in/wiebesick• (517) 335-1083
@Wiebesick