Social Media Strategic Planning Process

SOCIAL MEDIA STRATEGIC PLANNING PROCESS

AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED

Instructed By

Eric Mills, PresidentNational Institute for Social Media

Join the Conversationfacebook.com/socialinstitutetwitter.com/nismpulsenismonline.org/blog


AgendaTime Topic

8:00a – 9:00a Registration

9:00a – 9:45a Social Media Audit

9:45a – 10:45a Strategic Goal Setting

10:45a – 11:00a

Break

11:00a – 12:00p

Social Media Platform Selection

12:00p – 1:00p Content Planning

1:00p – 2:00p Lunch

2:00p – 3:00p Reporting & Analysis


Learning Outcomes

Participants will complete this workshop will be better able

to:

o Build brand awareness via social media

o Fit social media strategies into bigger organizational and

marketing strategies.

o Measure success of social media campaigns.

o Create a social media plan aligned with company goals.

o Determine Key Performance Indicators (KPIs) for

activities.

o Evaluate social media tools for effectiveness.


o Four months ago XYZ Brand decided to start using social media – Facebook, Twitter, LinkedIn – expecting great things to happen

o Today, your sales manager is complaining that leads have not increased, and no new likes are coming in

o In addition, your customers are not using social media to say positive things, but negative things about the products that they offer

Business Scenario


WHY DO ORGANIZATIONS FAIL TO FIND SUCCESS IN

SOCIAL MEDIA?


LIMITED OR NOSTRATEGIC PLANNING


A study called, “The Evolution of Social Business: Six Stages of Social Business Transformation” was recently released.

o 700 social media professionals and executives were surveyed and asked about their social media strategy.

o Is social media strategy clearly aligned with strategic business goals of an organization?

o Is the organization aligned to support and enable the execution of that strategy?

Industry Report


http://www.altimetergroup.com/research/reports/evolution-social-business



88% NOT confident that their

company has a social media plan that looks beyond the next year.


50% DO NOT believe that their

executive leaders are “informed, engaged and

aligned” with social strategy.


67% DID NOT feel that metrics

used to measure the results of social activities are connected to business

outcomes.


Social media strategy is NOT

independent from organizational

strategy.


There are core questions to be considered:

o What is your organization’s mission and vision?

o What are your current organizational strategic objectives?

o How can social media best compliment those objectives?

Social v Business Objectives


Social Strategy Cycle Conduct Audit of Business / Analyze

Marketplace to Begin Planning and

Set Objectives

Document Objectives / Smart Goals, Strategic Statements with

KPI’s, Time Frame, Expected ROI

Implement Strategy / Campaigns

Community Manage / Engage

Evaluation, ROI


1. Audit & Industry / Competitor Review Gathering Information About Your Current Presence What is the industry doing with social media? What are your main competitors doing with social media?

2. Market Analysis Social Listening, STP Analysis

3. Goals / Key Performance Indicators (KPI’s) Use social media to do what? (SMART Goals)

4. Platform(s) Which platforms will be used and what will they be used for?

Elements of a Strategic Plan


1. Social Media Audit


Social Media Audit

o A social media audit is a systematic assessment, of an organization’s capacity for, or performance of, essential communications practices.

o Provides a snapshot of where an organization currently stands in terms of its social media capacity or performance.

o Points to areas in which the organization can strengthen its performance.


Grade Your Efforts

Source


http://marketing.grader.com/site/nismonline.org

Activity-based Metrics

- Number of “Likes”- Number of Shares- Posts per day

Result-based Metrics

- Web traffic via social- New leads via social - Lead conversion %

o Both of these have value, but the question is: Are these results tied to a business metric, that drives organizational goals?

o Give preference to result-oriented—rather than activity-oriented—metrics.

Audit Measurables


o Sentiment analysis allows you to identify general attitudes towards your brand (or a product).

o The goal of sentiment analysis is to assign a given social media comment with a degree of association to three basic categories: positive, negative or neutral.

Sentiment Analysis


o At this time, sentiment analysis is an imperfect science

Sentiment Example

Source: socialmention.com


http://www.socialmention.com/

Common Tools for Sentiment Analysis

o Social Mentiono Trackuro Salesforce Marketing Cloudo Google Alertso Hoosuiteo Many, many more…

Sentiment Analysis


o Could be a product or service review, blog post, etc. about your product or service.

o If you provide compensation of any kind to the reviewer they should disclose their relationship with you for transparency reasons.

o Could also be a testimonial in platforms such as Yelp, Google Places, Etc.

Unsolicited Feedback


o You can find a larger amount of information on your competitors than you ever have before

o Public profiles on Facebook, Twitter, Linkedin in addition to Website and Blogs

o Identify main competitors and measure their activities in comparison to your own

Competitive Analysis


Klout www.klout.com Social Mention www.socialmention.com

Social Bro www.socialbro.com Hubspot www.hubspot.com

Twitter Grader http://tweet.grader.com/

Marketing Grader http://marketing.grader.com/

EdgeRank http://edgerankchecker.com/

Audit Tools


http://www.klout.com/

http://www.socialmention.com/

http://www.socialbro.com/

http://www.hubspot.com/

http://tweet.grader.com/

http://marketing.grader.com/

http://edgerankchecker.com/

Learning Activity

o Together lets do a quick audit on one of the companies we have represented here.


2. Market Analysis


Social Listening

o Monitoring social networks for information about yourself or your business.

o Monitor social networks for information about your clients, your competitors or your industry.

o Examples of listening platforms include:

Social Mention Twitter Search Public Status Search Google Alerts


SegmentingTargeting

Positioning

STP Analysis


Segmentation

o Your STP analysis begins with the process of market segmentation.

o Market segmentation can be accomplished by creating ‘profiles’ for each of your targeted market segments.

o Factors within these profiles may be Demographics, Psychographics, Behavior-based, or Geographical.

o In the online space a new factor is emerging called “Technographics”


Targeting

Targeting is the process of creating a strategy that best fits your market segments. There are three major types of targeting strategies:

UndifferentiatedConcentrated

Multi-Segmented


Targeting

Undifferentiated Targeting

This approach views the market as one group with no individual segments, therefore using a single marketing strategy.

This strategy may be useful for a business or product with little competition where you may not need to tailor strategies for different preferences.


Targeting

Concentrated Targeting

Your firm is focusing on a single segment so you can concentrate on understanding the needs and wants of that particular market intimately.

Small firms often benefit from this strategy as focusing on one segment enables them to compete effectively against larger firms.


TargetingMulti-Segment Targeting

This approach is used if you need to focus on two or more well defined market segments and want to develop different strategies for them.

Multi segment targeting offers many benefits but can be costly as it involves greater input from management, increased market research and increased promotional strategies.


Positioning

o Positioning is developing a product and brand image in the minds of consumers.

o Improves a customer's perception about the experience they will have if they choose to purchase your product or service.

o Can influence the perceptions of your chosen customer base through strategic promotional activities.


In 2006, Blendtec's Marketing Director George Wright found CEO Tom Dickson and engineers testing their blenders using wood boards and similar material.

A marketing legend was born.

Will It Blend?

A COURSE BY THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED

Watch the Video >>

http://www.youtube.com/watch?v=rofgMueCOqo&list=SPg6me2IluOEw_kLmO54Ous7ake38VTY5c&index=5

o Initial investment was $100 for random supplies to "blend“ and release videos on YouTube

o Increased retail sales by 700 percent

o Blendtec's YouTube channel has over 525K subscribers and 200 Million Views

o Generated TV coverage on top talk shows

o Now have contests to ask audience what to blend next (i.e. the iPhone)

Will It Blend?

A COURSE BY THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED

Source

http://www.youtube.com/watch?v=ZWP8OUytprE&feature=relmfu

http://www.youtube.com/watch?v=ZWP8OUytprE&feature=relmfu

http://www.socialens.com/wp-content/uploads/2009/04/20090127_case_blendtec11.pdf

3. Goal Setting


3 Rules to Goal SettingThere are three major rules as you begin your journey to becoming a more social organization:

o Set goals that motivate your team

o Set “SMART” social goals

o Put goals into writing


o Consider mission / vision / business objectives

o Develop goals that are aligned with those objectives

o Use the template provided to ensure that the goal is going to give you the best possible outcome

Goal Setting Process


S.M.A.R.T Goals

• Specific – clear & well defined• Measurable – precise amounts & dates• Attainable – realistic yet challenging• Relevant – aligned to business goals• Time-bound - deadlines


For example:

“We want to grow our friends & followers on our social media platforms.”

Write Down a Goal


o In our goal of “growing friends and followers on our social media platforms” the level of specificity is not very high.

o Let’s update our goal statement to make it more specific…

“We want to grow our friends & followers on Facebook & Twitter.”

Is the Goal Specific?


o In our goal of “growing friends and followers on Facebook and Twitter.” we don’t have a measurable to validate whether the goal is complete.

o Let’s update our goal statement to make it more measureable…

“We want to grow our friends & followers on Facebook & Twitter from 1000 to 1,000,000.”

Is the Goal Measurable?


o In our goal of “growing friends and followers on Facebook and Twitter from 1000 to 1,000,000,” the ability for us to get to one million friends & followers would be nearly impossible in the short term.

o Let’s update our goal statement to make it more attainable…

“We want to grow our friends & followers on Facebook & Twitter from 1000 to 10,000.”

Is the Goal Attainable?


o In our goal of “growing friends and followers on Facebook and Twitter from 1000 to 10,000,” does this compliment our current business objectives if our current business objective is to get more sales leads?

o Let’s update our goal statement to make it more relevant…

“We want to grow our sales leads from friends & followers on Facebook & Twitter

from 100 to 1000.”

Is the Goal Relevant?


o In our goal of “growing our sales leads from friends/followers on Facebook & Twitter from 100 to 1000,” we have not assigned a date for the goal to be evaluated.

o Let’s update our goal statement to make it time-based…

“We want to grow our sales leads from friends & followers on Facebook & Twitter from 100 to

1000 by Dec. 31, 2013.”

Is the Goal Time-based?


“We want to grow our friends & followers on our social media platforms.”

OR

“We want to grow our sales leads from friends & followers on Facebook & Twitter from 100 to

1000 by Dec. 31, 2013.”

Which Goal is Better?


Goal Prioritization


Video Case StudyHonda (OMAN)


Watch the Video >>

http://www.youtube.com/watch?v=RmXeYmy1ono

What was their goal?


What did they do well?

What could they improve?

BREAK TIME


4. Platforms


Top Social Platforms

These are the 5 major social media sites in terms of active usage, based on % of global internet users.

o Facebooko Google+o YouTubeo Twittero Linkedin

Source


http://www.zdnet.com/google-moves-up-to-second-place-in-social-networks-7000010372/

Blogso Generally a blog can be described as a

website or a part of a website.

o Blogs are usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video.

Examples:


Social Networks

o Focuses on building relationships among people with similar interests and activities.

o Come in various forms, from the all-encompassing, to specific topic-focused communities.

Examples:


Social News

o Users submit news stories to a community-driven board of other news stories that have been submitted by fellow users

o Users rate and sort content according to interest-level, or whether they find the topic particularly relevant

Examples:


Microblogging

o Differs from traditional blogging because the content is delivered in short bursts of information.

o Generally, other users can interact on a real-time basis with the person who has delivered the content.

Example:


Social Bookmarking

o Allows users to share, organize, search bookmarks of web resources.

o All of this content is then personalized to what your likes and interests have been shown to be.

Examples:


Social Q & Ao Users can submit questions that they

have for review by experts within a public space.

o Experts can answer questions from other users in order to demonstrate their thought leadership on a particular subject.

Examples:


Video Upload & Sharing

o Users can upload and comment on videos.

o Videos can then be shared on a variety of other networks and social platforms.

Examples:


Photo Upload & Sharing

o Users can upload and comment on photos.

o Some photo-sharing sites offer a user license agreement that allows bloggers and website owners to use images.

Examples:


Professional Networks

o This type of social media site is a virtual Rolodex.

o Enables business professionals to recommend one another, share information about industry-related events, post resumes, and other features.

Examples:


Podcasting Communitieso Podcasting communities are social

networks that help connect podcasters, advertisers, and listeners.

o Can also distribute programs, normally only heard over the radio waves, online and host them there so they can be tuned into at any time.

Examples:


Presentation Sharing

o Sharing presentations online is becoming a very popular way to set yourself apart from the crowd in your field.

o There is also a lot of good content available on presentation sites that bloggers can link to and share with their readers.

Example:


Location-Based Communities

o Allows users to post their current location with their friends, and also earn badges for their support of those places.

o Companies can market directly to those individuals who are at or near their location.

Example:


Content-Driven Communities

o Also known as “Wikis.” This type of social media is popping up everywhere, and you can now even create your own (Ning).

Example:


Content Planning


Why is High Quality Content Important to

Your Success in Social Media?


Importance of Content

Increase TrustIn order to gain people’s trust, you must provide valuable content. It demonstrates to them that you know what you are doing.

Search Engine Results Are Content DrivenMore than anything else, search engines are content driven and when they crawl your page, they are reading your text – looking for quality, looking for links to other relevant keywords.

Builds Lasting RelationshipsCreating content that your prospects/clients/visitors will find helpful and useful will help you to grow your relationship with them, and to nurture this relationship over time.


o Social media allows us to listen more closely to customers, and engage them directly rather than relying solely on high-priced market research.

o Using social media, we can actively or passively listen in to what customers are saying about us or our brands and integrate that into our marketing plans.

Audience


Learn how your customers think. Learn what their perceptions of your brand have been, and what you want them to be.

Understand what they’re looking for and what you can do to answer their needs - leads to new service and product opportunities!

The Ideal Customer

Thoughts

Sights Sounds

Internally

Wants Needs


o Original vs. Curated ContentWill the content been created specifically for the campaign? Or has it already been created?

o Branded vs. Common InterestWill the Content be Driving People’s Interest in Your Brand? Or Will it Reach a Deeper Level of Interest?

Content Decisions


Content Development Template

7 Step Template to Help You Create Better Content

• STEP 1 // Select the Content Type • STEP 2 // Select the Topic • STEP 3 // Write a Title • STEP 4 // Introduction • STEP 5 // Key Point(s) of Emphasis • STEP 6 // Body of Content• STEP 7 // Call to Action


Types of ContentThere are many types of content that can be created (or combined) depending upon the goals, resources, training and experience at the disposal of the content developer(s).

One or more of these types may be effective:

o Blog Articleo Case Studyo Testimonialo White Papero E-Booko Photoo Infographico Video

o Webinaro Slideshowo Audioo Drawingo E-Newsletter


Writing Titles for ContentDoes it grab a reader’s attention?Best examples are how-to’s, top “X” lists, answering questions, solving needs, trending topics, powerful words such as “free” or “secret”, popular figures or events, desirable products, etc.

Does it mirror the content of the post?It is not a good practice to mislead the audience with the chosen title. It may cause mistrust in your future posts.

Does it contain key words your customer is searching for?Be sure to carefully research what key words you intend to utilize. However, make sure that the title is not confusing to the reader by doing so.


• Cookie Monster Stars in Sesame Street ‘Call Me Maybe’ Parody

- 3413 Shares

• NASA’s Final Space Shuttle Mission: Where Are They Now?

- 95 Shares

Which Title is More Effective?

Source: Mashable, Inc. (2012). [ONLINE] Available at: http://mashable.com


• Are You a Data Innovator? DARPA Wants You

- 290 Shares

• Higgs Boson: The Musical!– 686 Shares




• Proposed Bill Squashes Tax-Free Online Shopping

– 86 Shares

• 4 Ways to Make HR More Efficient– 727 Shares




• Google+ Adds iPad Support in Latest App Update

– 783 Shares

• Domino’s Pizza Introduces Kindle Fire App – 579 Shares




Now It’s Your Turn


You are the social media consultant working for a local telecom company…

Create a title for a positive written review of their newest phoneThe UNIVERSE X5


Introduction, Key Points, Body

Put yourself in the shoes of your customers:

o You need to create something useful

o You need to create something that’s

appealing and easy to digest

o You need to make occasional offers


The Secret Ingredient to Great Content for Business-related

Social Media…


CALL TO ACTION

When looking at any content you have, ask yourself:

“What is the call to action here?”


LUNCH TIME


Reporting & Analysis


There is no magic bullet and no definitive set of

metrics for social media.

DISCLAIMER


Social Metrics Drive Results

Business Objectives

Business Metrics

Social Media Objectives

Social Media Metrics

Source


http://www.altimetergroup.com/

4 Simple Metrics to Track

Source

1. Conversation Rate

2. Amplification Rate

3. Applause Rate

4. Economic Value


http://www.altimetergroup.com/

1. Conversation Rate

Source

o # of Audience Comments (or Replies) Per Post

o You can measure this on every social channel

o To get a high conversation rate it requires a deep understanding of who your audience is, and the value you can add for them within the community.


http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/

2. Amplification Rate

Source

o You are limited by your own audience within the channels you participate – this includes when you advertise.

o Amplification means that you are using the friends and followers of your friends and followers to your advantage.

o The rate at which your followers take your content and share it through their network.

Ex. # of Retweets Per Tweet, # of Shares Per Post, etc.



3. Applause Rate

Source

o You want to know what the audience likes and what they don't. This allows for you to see what works.

o The numbers are available individually in most platforms. (i.e. Facebook Insights)

Ex. # of Favorite Clicks Per Post (Twitter), # of Likes Per Post (Facebook), # of +1s Per Post (Google+)



Determining the bottom line effect of social media.

o Think about the role social media plays in the purchase process

o Focus on highest-potential markets

o Programs geared toward highest-value segments

o Set up quantifiable goals in Analytics platform

4. Economic Value


Social Analytics

AnalyticsThe systematic computational analysis of data or statistics.

o Users of website are tracked from both Referring sources, and pathways through a website

o Landing pages, complete pages, can be assigned values.

o Analytics platforms show both direct and assisted social media conversions.


Outside LearningPlease watch the “Fundamentals” Google Analytics training videos.

Watch the Videos >>


http://www.google.com/analytics/iq.html

o Traditional online leadso Paid search, affiliates, banner ads, contact

formo All of these have a clear ‘Call-to-action’

o Social media leadso Not necessarily landing/contact pageso Customer may still be considering purchaseo Lead nurturing is important to success

Online Lead Generation


Initial Engagements

o Individuals have clicked on your tweets, followed you, become a fan on Facebook, liked your status update or even commented on your blog.

o Interacted with you, but you don’t have their contact information because they haven’t filled out one of your lead forms yet.

Types of Online Leads


Assisted Conversions

o An individual has clicked or downloaded an e-book, white paper, non-product webinar, or subscribed to a newsletter or blog.

o Provided contact information in response to access to a piece of content.

o When someone visits your site, leaves without converting, but converts later during a subsequent visit.



Last Interaction (Direct) Conversions

o Responded to a call-to-action via a post or ad to buy your product or service

o Shows a clear indication that they have an interest in purchasing your product or service.



Engagement

Assisted

Direct

Social Sales Funnel


o Hard and soft cost benefits

o Brand advocates help to market to others who may be interested your product or service

o Public interactions on platforms such as Twitter may help to reduce the need for personal service in future situations

Operational Efficiencies


o Best Buy built their business on expert service and knew their customers still needed it. With

o @twelpforce, an online army of thousands of tech pros were standing ready on Twitter.

@Twelpforce


o As of January 2013, over 60K responses to customer inquires have been provided to over 40K followers.

o Trust your employees, but give them a mission, structure and boundaries.

o Marketing that (on it’s face), does not seem like marketing.

Source

@Twelpforce


http://www.fastcompany.com/1648739/twelpforce-marketing-isn%E2%80%99t-marketing

Cost Reduction in Service / Support

Total Cost of Customer Service(People, Time, Technology)

----------------------------------------------Total Issues Resolved

RESULT = COST PER ISSUE

o Figure out as closely as possible how many customer issues were resolved via Social Media

Source

Operational Metrics



Advanced Reporting ToolsFind a dashboard that includes reporting and analytical tools that measure results of your marketing campaigns.

Variety of Platform IntegrationsNot everybody uses Facebook or LinkedIn as their social media hub, there are those who enjoy the features of Foursquare and Flickr

Example Dashboards:

http://www.truesocialmetrics.com/http://www.socialbakers.com/http://www.geckoboard.com/http://simplymeasured.com/

Source

Reporting Dashboards


http://www.truesocialmetrics.com/

http://www.socialbakers.com/

http://www.geckoboard.com/

http://www.geckoboard.com/

http://simplymeasured.com/


Thank you!Questions?


About NISMo The National Institute for Social Media is dedicated to

social media education and certification for professionals.

o We offer the worlds only standardized industry certification program for the social media industry.

o We work with accredited colleges and universities, along with a variety of educational organizations such as Social Media Club of Bahrain to help us deliver our program on a global scale.


Social Media Strategic Planning Process

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