Building A Social Media Plan

Rebecca WardlowSocial Biz Diva

www.SocialBizDiva.com

Overview

• Social Media Introduction• Create Your Social Media Plan• Social Media Budgeting• Bringing It All Together• Q&A

What Is Social Media

Social media is media designed to be

disseminated through social interaction, created

using highly accessible and scalable publishing

techniques. - wikipedia.org

Social Media is Powered by YOU

Social Media is Powered by YOU

• Ongoing conversations happening RIGHT NOW

• Promotional channel for CONTENT distribution

• Steady stream of information for:– Research– Feeback– Building Relationships

Social Applications

• Forums• Collaborative Tools• Contests• Games

• Implemented under your own brand to lead participation through steps of engagement that drive your business

Brand Out-Posting

• Brand Outpost – a place you create for your brand within the context of an existing social media network.

• Include useful application or compelling activity related to your brand, product or service that connects with your customers visiting the outpost.

Social Media Statistics

http://youtu.be/QUCfFcchw1w

CREATING A SOCIAL MEDIA PLANAdvice to get you started!

Step 1: Pre-Planning

• Questions to ask yourself– What are people interested in?– What are people willing to pay for? – What info changes & people need to be updated

on?– What do people need support for?– What do people want help in?– What do people want to improve upon– What are people passionate about?

Step 2: Listen to the Conversation

• Secure your brand presence on Social Platforms– Blogs, Facebook, Twitter, LinkedIn, Pinterest,

Google+– Use consistent naming and branding

• Set-up social monitoring– Google Alerts– SocialMention.com– Twitter Search

Your Fans & Customers

• What are their Challenges? • What are they Passionate about? • What Questions are they asking? • What are their Needs?• What is your Competition doing?• How can you Solve their issues?

Meet Your Fans Where They Are

• What will grab the attention of your potential and current fans?

• What are they talking about already with their friends? Challenges? Passions? Questions? Needs?

• Be their go-to-source while incorporating images, video and Ecubing (educate, entertain & empower)

Step 3: Create Target Profile

• Target Audience is age 25-50 males / females– $350B in spending power– 16 to 19 hours online

each week– 96% of them have joined

Social Media• 78% trust peer

recommendations– Only 14% trust

advertisements

• Belong to:• Twitter: 31• Facebook: 33• LinkedIn: 39

Step 3: Create Target Profile

• Find key attributes from listening• Chart out their presence online• Do Market Segmentation

– Demographics• Age, Gender, Family Size, Social Class,

Income– Geographic

• Region, Population, Climate– Psychographic

• Activities, Interests, Opinions, Attitudes– Behavioralistic

• Brand Loyalty, Benefits Sought, Readiness to Buy

• Keep gathering information

Step 4: Where Is Your Audience

• You don’t need to be on EVERY Social Media Platform!

• Be where your customers ARE!

• Know the basics (age, gender, location)

• How can you solve their problem?

• Remember Social is about THEM not YOU

Find Your Influencers

Measurement Typical Tools & Services What It Shows

Social Influence Buzzstream, Kout, SocialBro, Kred & more

Provides insight into profile connections revealed by examination of social graphs.

Reach Facebook (fan count), TwitterGrader, Klout, SocialBro

Provides an indication of connectedness within a community relating to an individual profile or page.

Frequency of Posts Buzzstream, Sysomos, Heartbeat

Provides an indication of how active a particular person or source is.

Step 5: Set Goals

• Write down your goals• Gain an understanding of what people are saying

about your brand, product or service (LISTENING)• Analyze what you find to extract meaning (SOCIAL

MEDIA ANALYTICS)• Develop a response program (ACTIVE LISTENING)• When you find negativity, don’t ignore it.

Respond to the individual that you are happy to take the discussion offline.

Step 6: Join the Conversation

• Engagement on the Social Web means– Customers or Stakeholders become participants rather

than viewers– Your customers are willing to take their time and energy to

talk to you & about you in conversations– They have taken a personal interest in what you bring to

the market– Your customers are now part of your marketing

department– In fact, your customers and what they think and share with

each other form the foundation of your business.

The Process

• Consumption – downloading, listening, reading, or watching digital content

• Curation – sorting, filtering, rating, reviewing, commenting on or tagging content

• Creation – providing tools, support, help, templates, samples and more that allow members to create content. Allowing members to share something they created, took a picture of, etc.

• Collaboration – between members of the community. Directly involving your customers in the design and delivery of what you make.

Step 7: Measure ROI

• What is ROI (Return on Investment)?• How do I measure ROI?• Is ROI the actually appropriate end measure for

your intended use of social technology?• Or should you focus on KPI (Key Performance

Indicator)?• KPI are numerical key performance indicators

such as conversion or new registrations, as well as a social presence

Social Media Analytics

Measurement Sources Details & Notes

Traffic Leads Based on the source of traffic arriving at your site

Tie this to your current customer behavior

Membership Level The number of fans or followers, or subscribers if the content is offered as a free or for-pay subscription

How many fans are also followers? What percentage is active in more than one channel?

Members Activity Number of members (registrants) versus actual unique visitors

What percentage of your membership base is visiting you with some regularity?

Conversions Google Analytics, your conversion funnel

What share of your social traffic is actually completing the activities you have defined

Mentions Social Media Analytics, Tweetdeck, HootSuite, & others

How many people are talking about you? What are the trends over time?

Virality Send-to-Friend, cross-posts, Digg & more

How much (or how little) is your content being spread?

SOCIAL MEDIA BUDGETINGWait? I thought Facebook, Twitter, Google+… are FREE?

SOCIAL MEDIA IS NOT FREEEven if you do it Yourself!

Your Budget

• Time• Design & Branding• Analytic Tools• Social Monitoring• Automation Applications• Social Media Advertising• Outsourcing / Consulting

Social Media Engagement Levels

• Level 1 – Placeholders– Secure usernames on

platforms, set up fan page

• Level 2 – Short-Term Promotion– Answering questions– Finding key influencers

• Level 3 – Dedicated Strategic Development– Active profiles on several

platforms– Promotions, Contests,

Active Content Distribution

Ready, Set, Go! Create A Plan!

1. Start with a strategy2. Add specific tactics– What accounts to follow/use– What content to tweet/share– What to watch out for– When to reach out– How to reach out

3. Measure4. Committing the People5. Tracking and Following Up

Questions & AnswersCONNECT WITH ME on other social media platforms...

Twitter @ http://www.twitter.com/rwardlow7Facebook @ http://www.facebook.com/SocialBizDivaPinterest @ http://www.pinterest.com/SocialBizDiva

Website: http://www.SocialBizDiva.comGoogle+: http://gplus.to/rwardlow7

Let’s Go SOCIAL! Have an Amazing Day!