How to Create a Cohesive Social Media Marketing Plan
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Building an Integrated Social Media Plan Cindy Kim @CindyKimPR
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So how do marketing professionals take the reins and steer a cohesive, integrated social media marketing plan? You start by understanding your marketing and content marketing model well enough to integrate social media practices and tools into the overall program. That takes good internal planning. My “5 Must Haves of Social Media Marketing” will help you get there. These must-haves are: 1. Shifting + Controlling of Consumers and Audiences 2. Planning with Internal + External Customers in Mind 3. Aligning + Orchestrating Integrated Content Strategy 4. Executing as a Team 5. Measuring Impact to Business with Focus
Transcript of How to Create a Cohesive Social Media Marketing Plan
Building an
IntegratedSocial Media Plan
Cindy Kim @CindyKimPR
“47% say Facebook has the greatest impact on purchase
behavior.”
“47% say Facebook has the greatest impact on purchase
behavior.”
Source: Edison Research
“ 76% of Twitter users now post status
updates.”
Source: Edison Research
“46% of online users count on social media when making
a purchase.”
“46% of online users count on social media when making
a purchase.”
Source: Nielsen
Brands no longer control the message.
Consumers do.
Brands no longer control the message.
Consumers do.
Harnessing the Power of Social Mediameans shifting from being tool‐focused to
customer‐focused to stay in step with your customers.
Step 1: Arm Your Troops
Pro Tips: Company‐wide Social Media Policy(internal or external or both)
Education Program Social Media Ambassador Program Best Practices Guidelines Triage Plan
Step 2: Define Plan
Pro Tips: Answer the question of “WHY” –awareness, sales, loyalty? Set expectations around goals Work with key stakeholders to build an integrated plan Communicate with key stakeholders Plan with customers in mind
…Your Customers…Your Customers
KnowKnow
Are they social?What channels are they using?
How engaged are they?
Gather DATA… Customer/Prospect
Characteristics Influencers… Social Metrics (if
any) Web Metrics Business Metrics
Source: Jay Baer’s “Why Before How”
Step 3: Integrating Social
Pro Tips: Build a Social Media Playbook Create a Social Media Checklist for different business units Build customized training materials Build easy‐to‐use templates Mobilize your natives to support different business needs
Events
Hubspot
Preview Blog
Webinar
Slideshare
TwitterTake questions via TwitterEngage w/ live tweeting
Promote on‐demand webinar/blog
FacebookTake questions via FB
Engage w/ live FB updates Promote on‐demand webinar/blog
LinkedInPre‐promote events/webinar
Promote on‐demand webinar/blog
SlidesharePost slides to Slideshare
Promote across SM channelsBlog about it…
Hubspot
Blogging
Campaigns + Facebook
Email & Facebook
Support
Ford Motor Co. uses social media to be more proactive with customer issues and concerns –an average of 2,000 people weekly via social media.
Engagement
Four Seasons turns online engagement to offline
relationship
Product Development
Step 4: Aligning Content
ToSocial
“What’s fascinating about Coca‐Cola’sforay into content marketing isn’t just
that a beverage producer has recognized the value of using content
to engage its audience.” ‐ CMI
Content that
triggers results
First…Identify what content your customers wantSecond…understand the role of social
Third…build a customer‐centric content strategyFourth…design an integrated multi‐channel program
Lastly…measure the impact
Step 5: Execute as a Team
Align Business Goals
with Social Metrics
EngagementReach (Influencers)Repeat Engagement
Share of VoiceConversions
First Things FirstStart Small
Strategy & GoalsPolicy
People + Technology + ProcessesMeasure As You Go
