The Annual Planning Process & Social/Digital Media

The Annual Planning Process Best-in-class approaches to effectively planning your digital and social marketing budgets

2

• What is AOP?

• The Growth of Digital and Social Media in Marketing Today

• How Do I Fit Digital & Social Into My Marketing Plans?

• Measurement & ROI

• Three Key Trends To Consider

The AOP Planning Process

The AOP Process Overview

4

While unexpected events occur, having an AOP provides the business with a adjustable roadmap for a fiscal year. September to November is crucial AOP planning time.

Developing an annual operating plan enables the business to manage income and expenses against established expectations.

Annual operating planning, or AOP, refers to the budget the company establishes for each fiscal year

What Is AOP?

5

•The AOP is your opportunity to request expected marketing budget & costs for the year ahead.

•Annual marketing budget needs – for example for new product launches, annual tradeshow presence or other key campaigns – should all be including as part of the AOP to ensure adequate funding.

•Integrating digital and social media asks as part of a more detailed program will ensure an effective program and adequate budget asks a the AOP stage.

How does this tie into the annual planning process for marketing teams?

Why Are Digital and Social Media Important?

7

Why Are Social And Digital Media Important?

1. The way we obtain information has changed

2. Search is now key in our online discovery process

3. Social networks are our connection point

4. Mobile and mobility are more important than ever before

8

Social And Digital Media Drive Business Value

• Demonstrating openness and responsiveness• Delivering more relevant content• Driving third-party advocacy

• Activating loyalists• Improving marketing effectiveness • Getting customers to buy more

• Shorting time to market• Reducing cost in development• Testing ideas earlier

• Enabling employees to advocate• Training the workforce• Improving employee performance

9

The Average Spend On Social Media Is Currently Around 10% Of Marketing Budgets

Average spend on social media for companies up to $1 billion in revenue is at

$500,000*

Or of overall marketing

budgets

7.4%

Source: http://www.slideshare.net/fullscreen/Altimeter/the-evolution-of-social-business-six-stages-of-social-media-transformation/5Source: CMO Survey 2012

10

A Number That Will Continue To Increase In The Next 5 Years

SOURCE: CMO Survey (Feb 2013): http://www.marketingcharts.com/wp/direct/cmos-bullish-about-social-media-spending-27300/

How Do I Fit Social & Digital Media Into My Marketing Plans?

12

CreateWhat could I be doing?

LearnHow will I know if it’s working?

DriveHow do I drive scale and impact?

KnowHow is my brand performing in social & digital media now?

ListenWhat are people saying and doing in social media related to my business?

Ask The Big Questions

DefineWhat is the business challenge we must solve?

1 2 3

4 5

13

Use An Integrated Planning Framework To Answer

Listen Plan Activate Amplify Manage

Social &Search Insight

MeasurementBenchmarks

EngagementAdvertising

ContentSyndication

Digital MediaRelations

PerformanceMeasurement

Optimization

Social Experience

Influencer Management

CommunityManagement

ContentActivation

14

Lay Out A Strategy

How Will We Win?List out your core areas of focus, coming out of using your integrated planning framework

e.g. activate our core customers to share word of mouth and drive new sales

List any capabilities here that will help you achieve your goals (e.g. cross company content management system, social listening tools available)

Strategic Imperatives and Specific Goals

What are your specific goals?

Lay our the goals that came out of your planning framework

Enablers / Capabilities

15

Create A Project Priority List

Overview Example Sample Partners

Dates Kickoff Budget Range

Priority Level

Fan Base GrowthImplement fan and follower campaigns to significantly scale community levels

Facebook Fan Campaign, Twitter Promoted Account, etc

Facebook, Twitter

Year round Q1 $350,000 – $500,000

1

Social Offers Quarterly TestingTrial new opportunities with social & digital offer partners to leverage the inherent “referral” factor of social products.

Macy’s Facebook offers

Living Social Facebook Offers

4 x total Q2 $400,000 2

YouTube ChannelChannel revamp to capitalize on opportunity for influencer partnerships

How To videos

YouTube Year round Q3 $300,000 - $1,000,000

3

Work with your partners to detail out specific social and media projects as the next step. This allows estimation of low and high budget ranges which can then be submitted for AOP planning.

16

Consider Any Additional Staffing Needs

Source: Altimeter – March 2013 The-evolution-of-social-business

Measurement & ROI

18

Measurement Must Align To The Funnel

Awareness

Evaluation

Engagement

Conversion

Loyalty

Reach

Preference

Action

Aligning measurement with a model everyone understands – the sales funnel – allows reporting on KPIs against Reach, Preference and Action

3 Trends To Watch When Planning For AOP Now

The New Real Time Marketing Newsroom

How did a beer brand gain relevance during the 2013 Oscars and insert themselves into the pop culture conversation?

22

1. Capitalizing On Unexpected Moments

23

1. Capitalizing On Unexpected Moments

24

2. Events - Tapping Into Cultural Events

25

2. Events - Amplifying Brand Events

26

Four Skills For Successful Real Time Marketing

Nimble Speed

Always-onListening

Reactive Content Marketing

ConversationManagement

Real Time Marketing

The Evolved Community Director

How did BP use its social communities to listen and respond to questions during one of the largest environmental disasters of recent years?

29

From Community Manager To Community Director

• Communities exercise greater impact on brands’ business bottom lines.

• Community management profession is experiencing a 29% year-on-year growth ad the necessary skill set is also evolving.

• Today’s community manager needs to be a real business director with the necessary gravitas to get the most out of the community and the brand, to really drive value.   

• Introducing….the Community Director!

Driving Advocacy Via SuperFans

31

How did Wispa use one of its biggest fans to launch a new product and drive advocacy?

Celebrating the Famebook fan

How did Bodyform jump on the tongue in cheek comments of a fan to generate buzz and create a nimble campaign that caught people’s attention?

33

VIP Communities To Drive Advocacy

34

Gemma CravenGemma CravenExecutive Director Social Customer EngagementOgilvyOne

Email: [email protected]: @gemsieLinkedin: linkedin.com/gemsiecraven

Thank You