Social media plan template roundtable 2013 handout

Social Media Plan Worksheet – Child and Adult Care Food Program

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Your Notes

Samantha Kay-Daleiden Marshall, M.A.
Minute Menu Systems, LLC
samantha@minutemenu.com

Twitter: @Child_Care_Info
www.ChildCareInfo.com
Facebook: Minute Menu and ChildCareInfo.com

Social Media Plan
Part 1 – GOALS!
1. What Do We Want to Accomplish with the Use of Social Media?
Make a list of general goals you would like to achieve with social media. E.g.: Community Interaction,
Outreach, Education
a.
b.
c.
d.
e.
f.
g.

[Example: Provider Outreach]
[Example: Immediate Updates]
[Example: Provider Interaction]
[Example: Education]
[Example: Consume Information]
[Example: Donations]
[Example: Internal Communication/Education]

2. Opportunity Overview and Key Success Factors
Make a list of specific goals that Social Media will help you achieve. E.g.: Improve on-time claim submission,
enable provider interaction, market trainings, or recruit providers
a.
b.
c.
d.
e.
f.
g.
h.

[Example: A constant reminder of what our agency has to offer]
[Example: Improve ontime claim submissions.]
[Example: Positive imaging for agency and CACFP]
[Example: Parent and Provider Education about CACFP]
[Example: Improve training attendance]
[Example: Remind providers about the CACFP rules]
[Example: Share online nutritional and CACFP Resources]
[Example: Share Thoughts and Resources with office and offsite staff]

Part 2 – Plan It!



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Look around to see what CACFP agencies and other child care organizations are doing. Consider what would
work for your agency as you peruse these profiles. Learn from what has already been done.
a. [Example: Agency A: Twitter, Facebook, Flickr]
i. [Example:Post Articles, Activities, Advocacy] [Add a link for easy reference]
ii. [Example:ReTweet a lot, not much original stuff] [Add a link for easy reference]
iii. [Example:Posts pictures of office staff] [Add a link for easy reference]
b. Example: Agency B
i. Facebook
1. Articles (education) – don’t just share ore repost but comment on the articles
posted
2. Topics are all relevant to child care in general not just nutrition or CACFP
3. They do “Trivia Tuesday” – winners get a gift to share with the children
4. Share recipes
5. Did a poll about food safety
6. Communicate with providers

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3. Project Scope
Phase 1: Industry.


Phase 2: Planning & Scheduling.
Carefully plan the Social Media Program, select which social media channels you are going to use (i.e.
Facebook, Twitter, Youtube, LinkedIn), create a posting schedule, select contributors, dates, times, topics, etc.

Channels
List the social media channels you plan to use. You may want to consider doing one at a time or starting with
a couple and consider using others later. Be sure to set a goal for when you would like to start which channel.
a.
b.
c.

[Our Agency will start with Facebook]
[We Will Begin Twitter After We Have Gotten Comfortable w/ Facebook]
[We may explore YouTube and Pinterest further down the line]

Posting Schedule
Write down how many times a day/week/month and what time
(afternoon/morning/night/weekend/weekday) you plan to post. It might help to set up this schedule on an
Outlook calendar or if you don't have outlook you can use Google calendar (make it shared if there is more
than one contributor). Set up recurring events to remind you about posts and information that you need to
share on the designated channel.
[Consider your weekly/monthly calendar (claim time etc) and set up a schedule]

[**Hints For your Scheduling: A common question is "how often do I post on your channels?" One of my favorite
answers to this question is to set expectations for your followers and then follow that schedule. Be consistent. If
you only have time to Tweet once a day, post on Facebook twice a week and blog once a month, that is fine
because your users know what to expect and will not be disappointed if you don't post on Facebook 3 times a
day.
Another common response is this: Twitter is meant for quick and constant information, if you haven't been
active with your Twitter presence for a whole week your feed will be considered stale. Facebook doesn't have to
be as consistent as Twitter but should try to update it once a week to make sure your page is up-to-date.
Blogging is another dimension because it takes a lot more time to make your posts, you can't just retweet or
share so if you wanted to post a blog once a month and do it consistently that is good. They suggest not going
more than 6 weeks with a blog.]

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[Propose who would be responsible for posting and what kind of topics]

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Contributors




Topics
[Propose the types of topics/news/information you will post]

Phase 3: Implementation. You have determined your channels and your schedule. Write down when and
how you plan on implementing them. How and when are you going to set up your accounts? Who is going to
do it?

Phase 4: Integrated Marketing. Tell members of your agency that you are launching new social media
channels and how it can help them! Part of an R&R? Tell your subsidies department about your social media
channel. Figure out how you can help each other with the channel you choose. You can post reminders or
their newsletter for them. Subsidies can tell providers and parents about your social media channel, they
could put it in their newsletter or somewhere else. Work together. Single source agencies: Make sure
everyone in your agency knows about your channel and encourages your providers to like it.

Phase 5: Reporting and Maintenance. Social Network Reach, Blog Postings, Referral Traffic, New Twitter

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Followers etc. Ongoing Maintenance will include, new postings, social media application updates, user
interface etc.




PART 3—Project Schedule, Success, Benefits, Resources
4. Project Schedule
Make a project schedule to execute this plan. Take into account all that you wrote in the previous points.

5. Key Success Factors
Key Success Factors
Management, IT Buy-In

Justification
IT Buy-In for approval of the chosen network
Management Approval
Cross Marketing Opportunities

Consistency

Consistency from the Social Network contributors is
imperative for success

6. Qualitative/Intangible Business Benefits
List the benefits to your agency. If they are monetary, state why. If they are meaningful in another way, state
those.
a.
b.
c.
d.
e.

Better provider/sponsor relationships
Increase in website traffic
Increase customer loyalty
Establish credibility with our providers and potential providers
Faster service response and resolution time

7. Required Resources for Implementation



Staff resources: Contributors - Xhours/week
Management in Sales, Marketing, Customer Service: Commitment to assist with goals, quick response
rate from support and integration with normal sales/marketing process.

http://mashable.com/social-media/
http://idealware.org/
http://idealware.org/sites/idealware.org/files/IW_S
MDECISIONGUIDE9913.pdf
http://www.tweetdeck.com/

http://childcareinfo.com/KnowledgeCenter/Busine
ssSense/SocialMedia.aspx
http://social-media.blognotions.com/
http://www.nonprofitmarketingguide.com/resourc
es/
http://pinterest.com/childcareinfo/social-mediainformation/
http://hootsuite.com/

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http://socialmediatoday.com/

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8. Social Media Resources

What Do I Say and How Do I Say It?
1. What four things should I consider when deciding what to talk about?
______________________________________________________________________
2. Ideas for messages?
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
__________________________________
3. How are Facebook and Twitter messages going to differ?
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
______________________________________________________________________
4. What does @ mean? ______________________________________________________________________
5. What does # mean? For example: #ece or #preschool or #CACFP
______________________________________________________________________
6. What does RT and MT mean? ______________________________________________________________________
7. Hootsuite and Tweetdeck can help me by?
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
8. What is Bit.ly?
_________________________________________________________________________________________________________
___________________________________
9. Why would I want to use Bit.ly?
______________________________________________________________________

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10. PaperLi.com - check out paperli for
______________________________________________________________________
The Teach Preschool Daily and Child Care Info Daily and #childcare daily.



Social media plan template roundtable 2013 handout

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Social media plan template roundtable 2013 handout