Your Social Media Plan in 6 Steps

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@thinksocialbe

www.thinksocial.be | +32 474 259 302 | Lindberg 44, 2520 Antwerp, Belgium

6 Step Social Media Plan

Social Media Channels

6 Steps to Creating a Social Media Plan

Budgeting for Social Media

Getting Started

http://www.thinksocial.be



Social media are media for social interaction, using highly accessible and

scalable publishing techniques. Social media use web-based technologies to turn

communication into interactive dialogue. Andreas Kaplan and Michael Haenlein also

define social media as "a group of Internet-based applications that build on the

ideological and technological foundations of Web 2.0, which allows the creation and

exchange of user-generated content."[1] Businesses also refer to social media

as consumer-generated media (CGM). A common thread running through all definitions

of social media is a blending of technology and social interaction for the co-creation of

value.

…social media isn’t media at all–it’s simply a conversation with two or more people. It’s

an action. Not a site. Social media isn’t twitter. Or Facebook. It isn’t the new website

flavor of the week. It’s the ability to have conversations online with others, whether it is

your market, customers, colleagues, or anyone who happens to come across your

conversation.

(Scott Stratten, Unmarketing)

What is Social Media ?

Wikipedia

Scott Stratten



http://en.wikipedia.org/wiki/Media_(communication)

http://en.wikipedia.org/wiki/Media_(communication)

http://en.wikipedia.org/wiki/Social_interaction

http://en.wikipedia.org/wiki/Social_interaction

http://en.wikipedia.org/wiki/Publishing

http://en.wikipedia.org/wiki/Publishing

http://en.wikipedia.org/wiki/Web-based_technologies

http://en.wikipedia.org/wiki/Web-based_technologies

http://en.wikipedia.org/wiki/Web_2.0

http://en.wikipedia.org/wiki/Web_2.0

http://en.wikipedia.org/wiki/User-generated_content

http://en.wikipedia.org/wiki/User-generated_content

http://en.wikipedia.org/wiki/Social_media#cite_note-0

http://en.wikipedia.org/wiki/Social_media#cite_note-0

http://en.wikipedia.org/wiki/Business

http://en.wikipedia.org/wiki/Business

http://en.wikipedia.org/wiki/Consumer-generated_media

http://en.wikipedia.org/wiki/Consumer-generated_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

Wat is Sociale Media ?




4.5 MIO Facebook users in Belgium

Almost 1 MIO Linkedin Profiles

100K Twitter Profiles

+/- 10K Google+ members

+/- 600K videos on Youtube

( bron: bvlg.be )

Some Figures




750 Million Active Users Worldwide

200 Million On Mobile Devices

130 Average number of friends

x 2 twice as active as non-mobile users

70% Users outside of the U.S.

Facebook Facts

90 Average pieces of content / month

35-40y Fastest growing segment




150 Million Registered Users

460.000 New Accounts Daily

182% Increase of Mobile Use

140 Characters Max

140 Million Tweets Daily

640 Tweets per Second

Twitter Facts




35 Hours of Video uploaded every Minute

2 2nd Largest Search Engine on the Web

2 Billion Views Daily

YouTube Facts




Customer Service

Product / Service Feedback

Networking and Job Searching

Promotions

News

Internal Communications

Use of Sociale Media?




Preplanning

Listen to the Conversation

Create Your Target Profiles

Set Specific Goals

Join the Conversation

Measure ROI

Sociale Media Planning




Step 1 - Pre-Planning

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.




Step 2 - Listen

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, Hootsuite etc

Monitor influencers, competitors, blogs/comments, and industry news sources




Step 3 - Target Profiles

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




Step 3 - Target Profiles

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




Step 4 - Social Goals

Increase brand awareness

Increase traffic/Opt-ins

Develop business partnerships

Boost SEO/SEM results

Generate Leads

Reduce CRM costs

Increase Revenue




Step 5 - Join the Conv

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





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





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





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





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




Step 6 - Measure 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 $$ or €€ to bring value !





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





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





Develop Activity Timeline along same baseline

Diagram exact dates in which key SM activities occurred

✓ 11/8 blog started

✓ 13/8 Facebook page started

✓ 15/9 FB ad campaign begins

✓ 17/9 FB ad ended

Note Milestones on diagram

✓ 500/1000/10,000 fans

✓ 100 clicks to blog link





What are the transaction precursors?

✓ Brand mentions

✓ Loyalty metrics

✓ Store traffic

✓ Free sample offers

Overlay all timelines and look for patterns

✓ SM Activities

✓ Web Analytics

✓ Store Metrics

✓ Loyalty Metrics




Social Media Budgetting

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?




Social Media Budgetting

What to budget for?

✓ Time

✓ Design and Branding

✓ Analytics Tools

✓ Social Monitoring

✓ Automation Applications

✓ Social Media Advertising

✓ Outsources/Consulting




Getting 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




Additional Resources

Blogs

✓ Socialmediaexplorer.com

✓ Socialmediatoday.com

✓ BrianSolis.com

✓ Mashable.com




The Strategies

✓ Socialmediaexplorer.com

✓ Socialmediatoday.com

✓ BrianSolis.com

✓ Mashable.com

✓ Socialmediaexaminer.com

✓ Jeffbullas.com

✓ Marismith.com

✓ Tweetdeck.com

✓ Ping.fm

✓ Hootsuite.com

✓ Trackur.com

✓ Socialmention.com

✓ Sendible.com

....

BLOGS TOOLS


Questions ?

31

thinksocialbe

Lindberg 44, 2520 Antwerp, BE

+32 (0) 3 366 35 45

wim.temmerman

www.thinksocial.be

@thinksocialbe





Www.Mywebsite.Com | +12 34 567 890 | Street Address 12345, City, Country

08/25/11

THANK YOU See you in a next Presentation !

Your Social Media Plan in 6 Steps

Business

social media isnt media

dene social media

social media planbudgeting

denitions of social

social media isnt twitter

social interaction

social mediagetting

consumergenerated media