Social Media Marketing Plan

Social Media Marketing Plan

The single most important action a marketer can take to improve an organization's chances of success in executing social media marketing activities is to develop a solid plan.

No Social Media marketing plan would be complete without a budget listing its cost and return of investment analysis.

10 Steps provide the core for building a winning social media marketing plan.

Create an Informative and Eye- Catching Title Page

A sharp title page makes a social media marketing plan stand out

Provides the reader with the information necessary to identify the purpose and authors of the document as well as a release date

Use Eye Catching graphics and tasteful fonts Plan should begin with a descriptive name for

the document followed by the company name, address, contact information and the author who prepared it.

Presentation is everything. Clean lay out is key Example of Page 318 XYZ Coffee Company

Generate a Table of Contents

A table of content is essential for a lengthy document such as a social media marketing plan

Should consist of Executive Summary Brief Overview Social Media Presence Competitive Analysis Goals Strategies Target Market Tools Implementation Platform Specific Tactics and Tools (Social networks & media platforms) Content Development Assignments Monitoring Tracking Measuring ( Quantative KPIs& Qualitative KPIs) Evaluating Social Media Monitoring Tools Tuning Budget Return of Investment

Executive Summary PG 321 Highlights the main benefits and components of a

social media marketing plan. It provides the first impression.

Research shows that it takes 17 seconds to make a lasting impression

One of the most important parts of the plan because decision makers will determine whether the plan is a good idea and worth pursuing. The pitch.

Lead with why the plan should be adopted. Should begin with a justification why the investment should be made.

Keep the audience in mind. Use the language appropriate for the readership. For example, if top executives will expect business terminology that helps them determine the value of the proposal

Organize the summary to reflect the structure of the plan

Limit the length. The most it should be is two pages. Preferably one page.

Include the names of the Plan’s Authors Compose the Executive Summary Last. Plan first,

strategize then executive the summary

Brief Overview Pg 321 To maximize the chances that decision makers reading

the social media marketing plan will fully appreciate its value, it is important to lay down a contextual foundation for readers to understand the plan.

Describe the industry and company in order to set the stage for the decision makers by providing a quick look at the past, present, and likely future of the industry and the company track record within the industry

Explain the competitive advantage of using the plan

Describe how social media marketing can contribute by listing the social media actions that will be required to secure the competitive advantage.

Observing Social Media Presence Pg 323

The first step in the Social Media Marketing Planning Cycle is to listen to what people are saying about a company. Thereby enabling a company to determine its social media presence.

Brand health- The holistic approach- a collective measure of a company’s social media presence from many different sources.

5 Key Metrics for auditing a company’s social media presence on individual social media platforms Sentiment Analysis- Shows the number of positive, neutral,

or negative mentions on each social media platform where the company has a sizable presence

Reach- Indicates the number of followers on social networks Company posts- Measure how often the company posts on

each social media platform Feedback- Shows the number of comments, likes, replies to

company- generated content Average response time- Assesses response time to user

comments on the company’s social media properties

Conducting a Competitive Analysis Pg 324-327

SWOT- A useful way to conduct a competitive analysis of a social web.

SWOT- Strength, Weakness, Opportunities, and Threats Identifies a company’ strength and weakness on social media

platforms as well as the opportunities and threats on the social web.

Useful decision-making technique to attract social media opportunities for an organization.

SWOT options are S-O Strategy: Follow social media platform opportunities that match the

organization's strengths on the social web W-O Strategy: Overcome weakness in social media platform performance

to follow opportunities on the social web. S-T Strategy: Identify ways the organization can use its platform strengths

to reduce its vulnerability to external threats from competitors or new technologies on the social web

W-T Strategy: Create a protective strategy that reduces the chances the organization’s social media weaknesses will make it vulnerable to external threat. Form of monitoring

Social Media Marketing Plan

Setting Goals Identify the Target Market Selecting Tool Implementing

Is the process whereby the goals, strategies, target market, and tools are taken into consideration in creating actionable social media platform-specific tactics.

Determining Strategies The 8’c

Categorize Comprehend Converse Collaborate Contribute Connect Community Convert

Social Media Marketing Plan

Implementing

Twitter

Linkedin

Youtube

Flickr

Foursquare

E Articles

Creating Content Although Social Media platform will feature specific type of

content, the following tactics will maximize the generation of quality content that can be repurposed multiple times, saving time and money and creating the greatest possible impact.

Developing of Acquiring Content A thorough analysis of the content needs for each social media

platform will be conducted, identifying that specific need for each community, finding the gaps in content and filling them with the content for that satisfies the consumer.

Managing Content Social media content will be clearly edited before posting and

consumer contributions will be moderated to ensure the brand community stay on topic.

Cross-Utilizing Content To leverage existing content, it will be adapted to each type of

platform Breaking Apart Content

Breaking content into smaller chunks and reformatting it will stretch the utilization of materials. Multiplatform

Blogs, microblogs, podcasts, webinars, etc

Monitoring• Tracking

• The process of finding and following content on the social web. One of the biggest challenges is setting up a tracking plan.

• Measuring• The process of measuring social media marketing

endeavors is currently highly controversial and an incredibly fast moving field

• Quantative measurements remain crucial however the vast majority of debates, research, innovations are centered on qualitative measurement because it has demonstrated the most promising in connecting the dots between social media marketing and financial performance.

• Evaluating• Process of interpreting the data

Monitoring• Monitoring tools (Quantitative)

• Google Alerts• Google Trends• Google Reader• Social Mention• Google Web• Radian 6

• Tuning• The constant and continuous process of adjusting and

improving the elements of the plan to maximize the chance of success.

• Budgeting• Depends on the maturity level of the company• 2010 Study range 66k-1.4 million• Internal Soft costs (Staff Manage-Social Media, training and

education, and research development• Customer Facing initiatives in four areas – boutique agencies

specializing in social media, marketing, advertising, influencers, blogs, etc

• Technology investments in 5 areas- custom technology development, community platforms, brand monitoring, social customer relationship management and social management systems.

Monitoring•Estimating Return on Investment

•Proxy ROI- is an estimate of the long term impact of social media marketing investment on costumer response.•Brand awareness, customer satisfaction, sentiment analysis, share of voice, net promoter scores

Getting C- Suite Buy-In•Time to get the money!• Indentify the mindset of these executives

•Show them the pay off•Detailed budget request•Timetable for reaching milestone

•Close the deal

ReferencesBrilliant Ideas 2014 thus far Articlehttp://www.exacttarget.com/blog/the-30-most-brilliant-social-media-campaigns-of-2014-so-far/

SOCIAL MEDIA MARKETING IDEA Videohttps://www.youtube.com/watch?v=0Tby91aTGF4

STRATEGY Articlehttp://www.socialmediaexaminer.com/essential-elements-social-media-marketing-strategy/

REVOLUTION VIDEOhttps://www.youtube.com/watch?v=5a4kSMA2b5khttp://jiad.org/article148.htmlJournal Articlehttp://jiad.org/article148.html