Social Media Strategies Summit: How to Create an Effective Social Media Plan and Set Goals by Elly Deutch

How To Create An Effective Social Media Plan and Set Goals

Elly Deutch August 27, 2013

#SMSSummit

AGENDA •  Who is Elly Deutch? •  Leveraging your marketing material for social media

•  Developing a social media strategy and policy

•  Identifying the right social marketing and analytical tools

•  Collaborating on all your resources

•  Socializing your website

Leveraging your existing marketing material for

social media

•  Create an audit

•  Get to know your team

•  Gather or develop all resources

Lift Off

-  Company background, team bios, unique attributes

Create audit of all existing marketing resources

-  Mission statement, objective, & company purpose

-  Press releases, media kit & communications materials

-  Past & current partners, sponsors or affiliates

-  Website materials & managers contact information

-  Email marketing materials & database

-  Image Database

-  Shared drive

-  Understand the value that they bring to the company, and the resources you already may have in house

Get to know your team

-  Try a team building exercise to get to know all the members in your organization

-  Encourage the advancement of learning and education

-  Touch base every week or every other week and implement fun “non-work” related activity

-  What are the goals of your company?

Gather or develop marketing goals and objectives

-  What are the objectives or intentions of your company?

-  What is the purpose of having a marketing strategy?

-  How do you currently integrate these goals & objectives into your marketing?

-  How will you synergize these efforts with your social media plan?

Developing a social media strategy and engagement plan

-  Understand your opportunity

-  Identify conversations already happening around your brand and integrate with your current marketing strategy

-  Engage in conversation and establish your social stature to become an influencer in the social space

IT’S AS EASY AS 1, 2, 3 (well sort of)

VOICE

LANGUAGE

PURPOSE

What is your social voice? Classy Excited Fun-loving Sassy Relatable Easy-going

What type of language do you want to use to build your online persona?

Authentic Understanding Demanding Action-oriented Family-friendly Realistic

What is the purpose of your voice and messages you are sending to your customers?

Reward Entertain Provide sustenance Connect Amuse Environment

3 STEPS TO START CREATING CONTENT

Now that you’ve built your voice, what percentage of your messaging is about….

Lifestyle/Culture

Brand

Products

STEPS FOR BUILDING YOUR SOCIAL STRATEGY

LISTEN

GOALS/OBJECTIVES

DEVELOP STRATEGY

BUILD CONTENT

ENGAGE

MEASURE

Your customers are your company, so it’s imperative to listen and learn from their feedback.

LISTEN

-  Do your homework and look at what people are currently saying about your brand online

-  Identify key influencers

-  Keep an open mind and take everything into consideration

-  Decide which networks generate the most conversations and also serve a purpose for your brand*

-  Analyze customer feedback (and track sentiment over time)

-  Assess overall convos, and plan on best ways to engage

CREATE GOALS AND OBJECTIVES

-  What are your marketing goals and objectives for your company?

-  Why do you want to enhance your social media

presence?

-  What synergies do you see between your traditional marketing and your social marketing?

-  How can you align your goals and objectives within the

social space to maintain a consistent social voice?

-  How can you help set reasonable, realistic guidelines and expectations for your company?

DEVELOP YOUR SOCIAL STRATEGY

-  Keep your goals and objectives top of mind

-  Outline your social voice/online persona and stay consistent

-  Create “Rules of the Road” guidelines for fans and employees

-  Determine relevant topics, themes, news that you will engage in

-  Start the dialogue with open-ended questions, photos, promotions, campaigns, and loyalty programming

-  Monitor and scan pages for comments, feedback and fan inquiries

-  Integrate response protocol tactics and crisis escalation plan

-  Start by writing what your company is about in 140 characters

START CREATING YOUR CONTENT

-  Think about available resources and material

-  Break down content by topics and content buckets

-  Promote company features, goals & mission in your social voice

-  Keep it positive, relevant and fresh

-  Write posts that would capture your eye as a consumer

-  Get creative, especially with your partners and/or sponsors

-  Position your company as an industry thought leader and influencer

-  Test the waters and rinse, repeat

ENGAGE YOUR FACE OFF

MEASURE AND EVALUATE

-  Establish metrics that are aligned with your goals and objectives

-  Research what analytics platform would be best to help you achieve your goals OR develop a dashboard to track these metrics over time

-  Analyze, evaluate and implement key learnings into evolving

social media strategy

IDENTIFYING THE RIGHT TOOLS TO HELP YOUR COMPANY GROW

-  #1 social networking site on the web

-  More than 1.15 billion users

-  Instant and direct connection with consumers

-  Photos and videos are most shareable content

-  Ease of engagement and user generated content

-  Variety of content options

-  Innovative and on the forefront of digital tech

WHY DO MARKETERS USE IT

FACEBOOK INSIGHTS

-  600 million users, 200 million active & 400 million tweets

per day

-  Real-time news feed from around the globe

-  Connection to resources you’ve never had access to before

-  Transparency and authenticity

-  Instant customer service

-  Standard for mobile marketing


TWITTER ANALYTICS

-  World’s largest professional networking site

-  238m members in 200+ countries and territories

-  Network includes multitude of Fortune 500 companies

and 85 of the Fortune 100 companies for corporate talent

search

-  More than 2.6m Company Pages

-  More than 1m Groups worldwide


LINKED ANALYTICS

-  FREE company page insights

-  Ability to post company updates

and industry articles

-  Shows up in both desktop and

mobile devices

-  Especially great for tracking B2B

relationships

-  500m users, 343 active users

-  Optimize SEO rankings in #1 search engine

-  Professional branded page like LinkedIn

-  Control your content with Circles

-  Opportunity to connect with broader fan base

-  Google apps integration

-  Google+ Hangouts/video chats

-  Notifications


GOOGLE+ ANALYTICS

-  World’s largest video sharing platform

-  More than 1 billion unique users visit YouTube each month

-  4 billion views per day

-  25% of global video views on YouTube come from mobile

-  According to Nielsen, YouTube reaches more US adults

ages 18-34 than any cable network

-  100 hours of videos are uploaded each minute


YOUTUBE ANALYTICS

CREATIVE COLLABORATION

GET (EXTRA) CREATIVE

-  Utilize your resources and creatively engage affiliates

-  Like, follow & interact with your partners and sponsors

-  Connect with the digital managers of the companies you work with to team up and do great things

-  Create content surrounding current campaigns of partners or sponsors

-  Install cross-channel marketing strategy

-  Promote unique relationships and online connections

SOCIALIZING YOUR WEBSITE

INTEGRATING SOCIAL INTO YOUR WEBSITE

-  Add visible social graphics and links to your website

-  Include social sharing buttons to your website

-  Utilize free blogging platforms with built-in social features like Wordpress

-  Embed social links into your website pages and blog posts

-  Integrate social analytic tracking tools within your website infrastructure (i.e. Google Analytics)

MAXIMIZING YOUR WEBSITE VISIBILITY

-  Optimize social channels with similar imagery as on website

-  Create online advocacy/loyalty program for returning customers

-  Utilize Google Ad Words or Facebook Ads to drive traffic

-  Identify media and relevant industry influencers, new customers and returning visitors to your website

-  Run progressive fan campaign to get X number of brand advocates/visitors to your site by Y date for everyone to win Z

-  Always analyze your progress and evolve your social strategy

MASTERING YOUR SOCIAL MEDIA MARKETING

1.  No sex, drugs & rock-n-roll…or religion or politics. Ever.

2.  Remember that nothing is ever “deleted.”

3.  Avoid breaking news stories, unless 100% brand relevant.

4.  Speak as the brand, not as yourself.

5.  Tell the truth. Always.

6.  Own your mistakes.

7.  You’re only as good as the company you keep.

8.  Be worth following.

SOCIAL MEDIA GOLDEN RULES

-  Don’t feel overwhelmed -  Practice your 10,000 hours -  Be a master of your own mind -  Set yourself up for success, but

learn from your failures -  Educate yourself and learn from

others -  Influencers -  Top companies -  Blogs -  Help section -  FAQ

- Keep an eye on your competition

MASTERING YOUR SOCIAL MEDIA STRATEGY

-  Be social, don’t just be online

KEY TAKEWAYS

-  Engage, interact and be transparent with fans and followers

-  Set up a reasonable strategic plan for your organization, including analysis tactics on how to track your success

-  Believe in your brand

-  Engage, network and always remember to have fun!

QUESTIONS?

THANK YOU!

[email protected]

@deutche on Twitter

http://linkedin.com/in/ellydeutch