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Creating a Social Media Plan

Creating a Social Media Plan. By: Michael Paul. Overview. Social Media Channels 6 Steps to Creating a Social Media Plan Budgeting for Social Media Getting Started Questions. What is Social Media.

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Creating a Social Media Plan

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  1. Creating a Social Media Plan By: Michael Paul

  2. Overview Social Media Channels 6 Steps to Creating a Social Media Plan Budgeting for Social Media Getting Started Questions

  3. 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

  4. What is Social Media? • An ongoing conversation that’s happening RIGHT NOW • A promotional channel for content distribution • A long-term return on investment • A steady stream of information for: • Research • Feedback • Building Relationships with customers, clients, contacts

  5. Current Statistics • Over 80% of people in the US have at least 1 social media account • Social media makes up over 17% of all online usage • Overtaken email as #1 activity on the web • As of February, 2011, there were 156 million public blogs • Posting almost 1,000,000 blog posts daily • 93% of Americans believe companies should have a social media presence • 85% believe those companies should be interacting with customers

  6. Social Media Statistics - Facebook • 600 Million active users worldwide • 200 Million on mobile devices • Mobile users are twice as active as non-mobile users • Average user has 130 friends • Over 900 million objects people interact with • Pages • Events • Groups • Average user creates 90 pieces of content/month • Fastest growing segment is 35-45 years old

  7. Social Media Statistics - Twitter • 110 Million registered users • Signing up 300,000 daily • 75% of traffic comes from outside twitter.com • Third party applications • 55 Million tweets daily • 600 Million search queries on twitter search daily • Peak days to tweet are Tuesday & Wednesday

  8. Social Media Statistics - YouTube • More videos uploaded in 60 days than 3 largest networks create in 60 years combined • 35 hours of video uploaded every minute • That’s about 200,000 Hollywood movies each week • 2nd largest search engine on the web • 3rd largest website on the web • Exceeds 2 Billion views daily • Double the prime-time audience of all 3 major US networks combined

  9. How is Social Media Used? Customer Service Product/Service Feedback Networking and Job Searching Promotions News Internal communication

  10. Case Study: Martell Home Builders • Start using social media in May 2007 • Uses Twitter, SmugMug, Facebook, Blog, Yelp • Works on social media 1 hour per day • Sold 16 homes in 2007, 40 in 2008, and over 100 in 2009 • Sold one home using only social media • Never met the client in person

  11. Case Study: Martell Home Builders • Customer-centric strategy • Fresh blog content • GPS tracking in trucks with Google Maps • Keeps customers informed and workers accountable • YouTube videos introduce customers to employees • SmugMug keeps photo logs of customer projects • Customers log in to see project progress • Currently has 12,000 twitter followers • Tweets about projects, tips, company updates

  12. Case Study: Martell Home Builders Why they are successful: Realized importance of relationships with customers Transparent Well defined Social Objectives Internal shared vision Streamlined communication process Sell experience to customers

  13. Creating a Social Media Plan Preplanning Listen to the Conversation Create Your Target Profiles Set Specific Goals Join the Conversation Measure ROI

  14. Step 1 - Preplanning Questions to ask internally: • Where do our customers get their information • What influences our customers? • How does information flow in our industry? • What promotional channels are we currently using? • Are they working? Asking questions indicates how social media can be used to complement your business goals.

  15. Step 2 – Listen to the Conversation • Secure your brand on social platforms • Usernames are often unique • Use consistent usernames across all platforms • Set up monitoring channels • Google Alerts • Social Mention • Technorati • Twitter Search • Radian6 • Monitor influencers, competitors, blogs/comments, and industry news sources

  16. Step 3 – Create Your Target Profile • Focusing on key target segments lowers marketing costs • Example: • Target Audience is 25-35 • $350 Billion in spending power • Spend 20 hours online weekly • 96% of them join social networks • This information can be gathered through market research, surveys, or previous studies

  17. Step 3 – Create Your Target Profile • Find key attributes from monitoring channels • Chart presence on social media • Market Segmentation • Demographic • Geographic • Psychographic • Behavioralistic • Continue gathering customer data at each step of your plan

  18. Step 4 – Set Specific Social Goals Increase brand awareness Increase traffic/Opt-ins Develop business partnerships Boost SEO/SEM results Generate Leads Reduce CRM costs Increase Revenue

  19. Step 5 – Join the Conversation • 3 Phases of Social Equity • Awareness • Qualify fans and followers as leads • Engagement • Increase long-term communication • Exclusive promotions will help turn advocates into customers • Social Commerce • Determine small data set to introduce products to • Gather product reviews

  20. Step 5 – Join the Conversation • Establish an Editorial Calendar • Choose specific days for posting content • Be consistent – you’re a news source • Helps stay on track and organize content • Choosing specific topics each day helps find content ideas • Share calendar with everyone involved

  21. Step 5 – Join the Conversation • Be Transparent and Authentic • Don’t be evasive • Offer your name, title, experience • Admit your interests in the topic • Define your credibility • Strive to answer questions about your authenticity • Don’t focus on selling, focus on engagement • Earn a reputation, then introduce trusted products

  22. Step 5 – Join the Conversation • Be the expert in your industry • Write about what you know • Offer insights to those who ask for it • Share links to resources you think add to the conversation • When customers trust your content, they’ll trust your products

  23. Step 5 – Join the Conversation • Have rules of engagement • Know what to do with negative comments • Determine who is involved in responses • Admit to mistakes and thank those who bring it to attention • Respond Kindly • Share the rules with your team • Turn brand “detractors” into “advocates” • People remember bad experiences, but will buy again if it’s corrected

  24. Step 6 – Measure Your Returns • What is a Return? • Non-financial • Visitors, word of mouth, page views, fans, followers • Financial • Sales, Transactions, Coupons • ROI • Not all returns have to be $$ to bring value

  25. Step 6 – Measure Your Returns • Qualitative • Are we part of our industry’s conversation? • How do our customers perceive us versus our competitors? • Did we build key relationships? • Are we moving from monologue to dialogue? • Quantitative • Website Analytics • Social Mentions • SEO Rankings • Linkbacks • Subscribers

  26. Step 6 – Measure Your Returns • Establish before/after baseline • What did our online environment look like before social media? • What online channels were we using? • What does it look like now? • Determine hard numbers here • 5.5% conversion rate before • 8.5% conversion rate now • This baseline should track at least 6 months

  27. Step 6 – Measure Your Returns • Develop Activity Timeline along same baseline • Diagram exact dates in which key SM activities occurred • 8/11 blog started • 8/13 Facebook page started • 9/15 FB ad campaign begins • 9/17 FB ad ended • Note Milestones on diagram • 500/1000/10,000 fans • 100 clicks to blog link

  28. Step 6 – Measure Your Returns • Look at Key Performance Indicators (KPI) • Transactions • New Customers • Sales • Revenue • Average Order Size • Use Google Analytics to determine exact numbers • What are the transaction precursors? • Brand mentions • Loyalty metrics • Store traffic • Free sample offers

  29. Step 6 – Measure Your Returns • Overlay all timelines and look for patterns • SM Activities • Web Analytics • Store Metrics • Loyalty Metrics • Circle areas where increases occur • How were specific numbers achieved? • Facebook promotion • Product launch • Press release • Coupon offer

  30. Budgeting for Social Media • Allocation vs. Addition • Do you raise new funds or borrow from existing budgets? • How to determine Allocation or Addition • What are your goals? • How much is your existing marketing budget? • Which current tactics work? Which are most expensive? • What internal resources are available?

  31. Budgeting for Social Media • What to budget for: • Time • Design and Branding • Analytics Tools • Social Monitoring • Automation Applications • Social Media Advertising • Outsources/Consulting

  32. How to Get Started • Start with platforms you can actively maintain • What outsourcing is needed? • Design, development, content management, market research • Plan your content flow • Will you push content through all channels? • Find tools to automate processes • Tweetdeck • Hootsuite • Sendible

  33. Additional Resources • Blogs • Socialmediaexplorer.com • Socialmediatoday.com • BrianSolis.com • Mashable.com • Tools • Tweetdeck.com • Ping.fm • Hootsuite.com • Trackur.com • Socialmention.com

  34. Questions? • Contact me at: • Michael Paul • E. mhponline@gmail.com • Skype: mhponline

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