1. 2012 Social Media Strategy Workbook
Social ySavvy.info

2. Soci M edi A ssessm ent W or
al a kbook
Success in social media doesn’t come by chance – and it certainly
doesn’t come over night. It all starts with a plan; and this Social
Media Tool will help you formulate the perfect one.
Start with this worksheet. Work through it and identify your goals, find
out where your organization currently sits on the social m edia
spectrum , and learn the challenges you’ll have to overcome and
tactics you’ll have to employ to achieve your objectives and
experience consistent success in social media.
SociallySavvy.info

3. Social M edia Assessment Workbook
The first step to any strategic plan is defining specific objectives for w hat
you w ant to achieve.Defining m easureable and targeted objectives is
also the only w ay to w in over the social m arketing skeptics w ho control
the budget. The best w ay to accom plish this is to align objectives w ith
m etrics traceable back to fls such as RO I and sales conversions.
Later in this w orkbook, you w ill align these objectives w ith target
audiences and corresponding m etrics. This alignm ent is im portant
because it enables an organization to m easure its progress in achieving
the objectives and proving RO I w henever practical. Seem ingly obvious,
this step is often overlooked.
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4. Com plete the follow ing w orksheet to rank these com m on social m edia objectives.
R AN K O B J E C T IV E CATEG O RY
ncreasewebsietraffic
t Brand Awareness/ThoughtLeadershi
p
I
ncreasel ad generati n
e o Sal s/Lead Generati n
e o
I
ncrease sal srevenue
e Sal s/Lead Generati n
e o
I prove search engi e ranki gs
m n n Cust m erSupport/Cust m erAdvocacy
o o
I prove brand orproductreputati n
m o Brand Aw areness/ThoughtLeadershi
p
I
ncrease brand orproductreputati n
o Brand Aw areness/ThoughtLeadershi
p
Reduce custom eracquiii n costs
sto Sal s/Lead Generati n
e o
I prove publ rel ti ns
m i ao
c Brand Aw areness/ThoughtLeadershi
p
I provecustom ersupportqualy
m i
t Custom erSupport/Custom erAdvocacy
Reducecustom ersupportcosts Custom erSupport/Custom erAdvocacy
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5. Understand & R ank C hallenges
Know ing the challenges you are likely to face w hen
developing a social media strategy can help your prioritize.
Social Success Strategy - Priority Plan
Please rank the following challenges you are having in achieving
your social media objectives.
R A N K C h A llEN G E
Increasing w ebsite traffic through social m edia integration
Im proving brand aw areness or reputation
Developing an effective and m ethodical social m arketing strategy
Achieving or increasing m easurable RO I from social m arketing program s
Converting social m edia m em bers, follow ers, etc. into paying custom ers
Achieving or increasing m easurable lead generation from social m arketing
Im proving search engine ranking positions
Integrating social m arketing data w ith CRM and other m arketing system s
Integrating social m edia m onitoring and analytics into a single dashboard
Recruiting interdepartm ental staff to perform social m arketing activities
Im proving the quality and cost efficiency of custom er support program s
SociallySavvy.info

6. Social Media Assessment Workbook
Evaluate your Obstacles &
Optimize Online Exposure
Why aren’t audiences engaging?
Are you using social media channels for “push marketing/PR?”
Are you sharing information that isn’t timely or relevant?
Why can’t you convert fans?
Are you selling a commodity or an experience?
Why do you have an ineffective social m media strategy?
Have you completed audience research?
Do you understand how your market uses social media channels?
Have you tried to align your social media planning with organizational goals and
objectives?
Why can’t you measure ROI?
Did you set up proper metrics for each tactic and/or campaign?
Do you have analytics set up properly?
Why are you struggling to get budget for social media?
Have you educated management internally?
Have outside resources been brought in for educational purposes?
Are there perceived risk challenges that can be addressed?
Why can’t you find solid social media practitioners?
Is there a perception that social media is for kids?
Are you hiring people w ho don’t have a solid PR or business background?
SociallySavvy.info

7. Social M edia Assessment Workbook
M onit ori ng TargetAu ences & R anki g by
di n
Social Media Behavi r
l o
A huge part of a successful social m edia strategy is doing the
research up front to determine w ho to monitor, and understand
their role within the industry and social media space. Continuing
to monitor your target audiences w ill help you gain a better
understanding of the audiences in your social space, and what
they are saying about your company, brands and competition.
Monitoring will help you establish more defined metrics that are
aligned to your target market.
SociallySavvy.info

8. Social Media Assessment Workbook
What To M oni t or
Sampl e Worksheet
Start by creating an inventory of the details, keywords, and people you
should be m onitoring in the follow ing categories. A sample is below.
SAMPLE
WH AT D E T A IL S K E Y W O R D S / P HR A S E S P E O P L E to W A T C H
EX: Marketing Social M edia David Meerman Scott
O nline Marketing
Industry Social Brian Solis
Experts Media PR Public Relations Deirdre Breakenridge
Com munity
Scott Stratten
Relations Earned Lee O dden
Marketing Content Ann Handley
Marketing Beth Harte
Word-of-Mouth
Marketing SEO
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9. Social M edia A ssessment W orkbook
Reaching Target Market
w
Fill in w orksheet w ith the details about the people/groups you are
trying to reach, and the topics that interest them.
WH A T D E TA I L S K EYWO R D S/ P E O P LE T O
PH R A SES WATCH
I
ndustry Sect rs
o
Technol gi s
o e
Com pani s
e
Brands
Product
s
Servi es
c
Key isues
s
I
ndustry experts
Key em pl yees
o
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10. Social M edia A ssessm ent W orkbook
•
Determ ining the likelihood that your brand or search phrase is being discussed, based on
a com parison of how often m entions are m ade.
•
Determ ining the am ount of positive, neutral and negative com m entary about your
brand or search phrase, or the ratio of positive to negative m entions.
A m easure of few er individuals m entioning your brand or search phrase m ore often as
opposed to m ore individuals m entioning your brand or search phrase few er tim es.
Num ber of unique individuals m entioning your brand or search phrase.
•
A m easure of unique authors divided by the total num ber of m entions.
•
Identification and ranking of authors m ost frequently m entioning your brand or search
phrase.
•
Ranking of the keyw ords used m ost frequently in searches linking to your brand or
search phrase m entions.
•
An indicator of subject m atter interest, engagem ent and relevancy.
•
How often content is being shared is another key indicator of subject m atter
interest, engagem ent and relevancy.
•
The level of positive, negative or neutral review s about your brand, products or services is
a strong indicator of individual opinion as w ell as an identifier of potential brand am
bassadors.
SociallySavvy.info

11. Social M edia A ssessment W orkbook
▪
Identifying w hich social m edia sites your prospects and custom ers prefer to use, and how
they use them , w ill tell you w hich social m edia platform s to deploy. For exam ple, w ill the
prim ary social netw ork for your technical prospects be a LinkedIn group or a Facebook
brand page? O r does this audience prefer to participate in a privately-branded forum or
discussion group?
●
Segm enting groups and individuals by their social m edia behavior and influence w ill help
you determ ine content types and topics m ost relevant to targeted
segm ents. M ore on how to segm ent target audiences appears in a later section.
Sour © 2010 M ar i
ce: ket ngSher Soci M ar i Benchm ar Sur
pa al ket ng k vey
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12. Social M edia A ssessment W orkbook
Segmenting Your Social
Connections
One of the prim ary benefits of social m edia for m arketing purposes is the viral
effect – exponentially increasing the reach of the message beyond your
immediate audience through conversation and content sharing. Understanding
how different segments of your target audience use social media w ill help you
determine the audiences to target and the content most likely to be shared with
friends and peers. This model is an example of an effective, yet simple way to
segmet target audiences by social behavior and influence. The segments are
called the Silent Majority, Vocal Minority and Social Authority.
The Silent M ajority and Vocal M inority can be characterized as
information downloaders and information uploaders, respectively.
These opposing roles are important considerations because, in terms of
their im pact on friends and peers for marketing purposes, the Silent
M ajority has little influence w hile the Vocal M inority has a strong
Influence. The Social A uthority is a different breed that often
dominates a niche w ith extraordinary influence. It deserves a one-to-one
relationship approach, just as traditional publicists w ould approach the
editors and subject matter experts in mainstream media.
Sour © 2010 M ar i
ce: ket ngSher Soci M ar i Benchm ar Sur
pa al ket ng k vey
SociallySavvy.info

13. Social M edia A ssessm ent W orkbook
A financial service
organization connection segments sample
worksheet
BR A N D KEY TARGET W HER E D O
HOW A R E T H E Y U S ING
A U DI E NC E S O C IAL M E D IA?
P RODUCT SOCIAL WE W H AT IN T E R E S T S
S E R V IC E INFL U E NCE
LIVE FIND T HEM?
T H E M?
M AR KET E D
Financi a l AssetM anagers Facebook Sharing brand
Services Siil ent M aj rIt y
o Tw itter information, Lack of
conversation,
(Ex:Vanguard)
Individual I Subject to regulations
Facebook,
I nvest ors Vocal Shares relevant and
Tw itter
Authority timely information,
Forums
Engages in
Financi al Blogs
Advisors Authority conversation around
Facebook investing, etc.
YouTube Generates content to
drive business & SEO ,
Shares relevant info
from Asset
Managers, Etc.
SociallySavvy.info

14. Soci M edi A ssessm ent W or
al a kbook
List your key influencers and targets,
w here to find them and w hat their key interests are.
BRA N D / KEYTARGET WHERE DO HO W A R E T H E Y USING
P R O D U C T / A U DI E N C E / S O C IA l WE FIND S O C IA l M E D IA ? W HA T
S E R V IC E INF l U E N C E THEM ? IN T E R E S T S T HE M ?
M A R K ETED ACHIEVED
Silent M ajority
Vocal Minority
Social Authority
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15. Soci M edi A ssessm ent W or
al a kbook
CATEGORY OBJECTIVE HOW TO
WHAT WE TO ACHIEVE BY DOING WHO TO WHERE TO
W HAT WHAT REACH FIND THEM MEASURE
WANT
TO DO
Brand Prom ot our
e I proved
m Delivering Silent Twitter Increase
Aw ar ness/
e brand brand MinorIty dow nloads by...
Thought aw ar ness
e needed Facebook
Leader hip
s M onitorour insights and Increase
brand I cr ase sear h
n e c know -how Prospects social voice by…
engine rankings Providing Increase placem
I cr ase aw
n e details about ent by...
ar ness
e I cr ase
n e our products/
Web t r af f ic services Increase sharing
Est blish usas
a prove br and by…
leaders or product / Identifying,
service Increase visitors
Engage in r eput i i on
at Listening and by....
com m unities engaging
I m prove PR Improve
sentim ent by…
Increase top social
users by…
Improve reviews
and recomm
endations by...
Customer ProvI de Improve M onitoring the Custom ers
Support/ customer com m unity
support customer
Customer support Servicing
Advocacy creat cus t
e customersthat
omer Quality need help
advocates Reduce Creating
Other Customer customer
service
Support channels
costs
response
proces ses
T h a n k in g
loyall f ans
O ther
Sales/Lead Generate I ease
ncr lead Use
gener t n
a io social media
Gener tion
a Ineteresta t channels for
A le es of the
l vl Reduce sales and
sale cycle
s custom er prom otional
acquisition costs campaigns
Lead gener ti a Coupon
on I ncr ase sales offerings
e Other
revenue
Ot her
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16. Social M edia A ssessment W orkbook
Now it’s your turn.
Com plete the w orksheet below to align your objectives w ith your audiences.
CATEGORY OBJECTIVE WHO TO HOW TO
WHAT WE TO ACHIEVE BY DOING WHERE TO
W HAT WHAT REACH FIND THEM MEASURE
WANT
TO DO
Brand
Awar ness /
e
Thought
Leadership
Customer
Support /
Customer
Advocacy
Sales/ Lead
Generation
SociallySavvy.info

17. Social M edia A ssessm ent W orkbook
We’ve highlightted the four main social media platforms – blogs,
m icroblogs, social networks and multimedia / content sharing sites – and the metrics that matter
in each.
Blogs: In term s of m easurem ent, blogs have the advantage of being able to utilize
m any of the traditional Web analytics. As w ith a w ebsite, code can sim ply be added to a blog
to track visitor traffic, source, behavior and other m etrics. How ever, there are m any social m
edia m etrics not applicable to traditional w ebsites that provide a m ore relevant indication of
blogging success:
– tracking both the num ber and sentim ent of opinions shared
– grow th trends by em ail or RSS subscription
– depending on your specific definition
– an indicator of blog authority
SERPs – search engine ranking position for key term s on m ajor search engines
– blog ranking in relation to sim ilar categories on blog directories
M icroblogs: W hile m icroblogging refers to the practice of blogging w ith posts of 140 characters
or less, m icroblogs have m ore in com m on w ith social netw orks than blogs. Like social netw orks,
the value and focus of m icroblogs is on the netw ork of friends or follow ers. M etrics are,
therefore, often related to social netw orking:
– the num ber of those opting-in to or follow ing a m icroblog
– the num ber of those follow ing the follow ers
– referred to as “tw eets” on the m ost predom inant microblog, Tw itter
– the grow th rate of the follow er netw ork in a given period
– the ratio of num ber of posts to num ber of followers
Social Networks: As the nam e im plies, social netw orks are prim arily people-focused. How ever,
businesses have learned to adapt the features of social netw orks for the purposes of m arketing.
This trend has not gone unnoticed by netw orks originally intended for personal use, w hich have
transform ed their features into com m ercially- viable m arketing platform s like Facebook Fan
Pages. W hile m etrics are sometimes limited by the data social netw orks decide to share, there is
plenty of tracking-w orthy inform ation available, including:
– the num ber of fans, group m em bers, contacts, etc.
– profile inform ation on com m unity m em bers
– tracking the click stream from netw orks to content and conversion hubs
– tracking both the num ber and sentim ent of group discussions
– usage of widgets and social media applications by the network comm unity
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18. Social M edia A ssessment Workbook
M ul t i m edi a Content Shar i ng S ites
This category covers a num ber of multimedia sharing sites for video,photography, documents,
presentations and audio content. These sites aggregate content and enable you to share it w ithout
having to rely on IT via links posted on blogs, social networks, email campaigns and other
communication channels. When it comes to content sharing, the m etrics that m atter most are related
to the viral impact of content distribution, including
• the num ber of content dow nloads
• search engine ranking position for key terms on major
search engines
• the number of those opting-in to the multimedia
content stream
• tracking the click stream from content to
conversion
Sour © 2011 M ar i
ce: ket ngSher Soci M ar i Benchm ar Sur
pa al ket ng k vey
SociallySavvy.info

19. Social M edia A ss essm ent W orkbook
Define the purpose of platforms and brand image goal selected and roll-out
Marketing Campaigns.
HUB S IT E S P U R P O S E of HUB S IT E R O l l -O U T
SPOKE SITE S P URPOSE of S PO KE S IT E R O l l -O U T
Note: Your hub site does not have to be a w eb site, it could be a blog or Facebook
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20. Social M edia Assessm ent Workbook
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21. Social M edia A ssessm ent W orkbook
Your S a v v y S c h e d u l e Social
Site Market ing P l a n
Use this w orksheet to create a tactical plan of action. Be realistic. O ver-comm unicating is
fine unless you have nothing to say, w hich m ay contribute to losing fans/follow ers.
2012 WEEK/ FR EQ U EN C Y
T A C T IC / TA SK RESO URCE 1 2 3 4 5 6 7 8 9 10 11 12 13
Bloggi
ng
M i obl
cr oggi
ng
Soci N et or ng
al w ki
M ul i edi Content Shar ng
tm a i
O TH ER
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22. 2012 Social Media Strategy Workbook
SociallySavvy.info
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