This Social Media Strategy Template is designed to help enterprise marketing teams develop strategies for social media, and gain insights into the vision each channel has moving forward...so you can optimize ahead of the curve.
Following the guide will help to ensure consistent messaging and branding, and offer guidance on how to monitor and maintain engaging corporate social media programs.
Enterprise Social Media Strategy (free marketing template)
1. Social Media Strategy
Enterprise channel strategy
Company Name | Presentation Date
Note: this is a template ONLY and all numbers
and recommendations are used for example purposes.
2. Table of Contents
1. OVERVIEW
• Current Social Landscape
•
YOY Growth Comparison Charts
•
Social Segments
2. STRATEGY
• 3 Year Roadmap
•
Goals & Objectives
•
Channel Integration
•
Organization Adoption
3. THE VISION
• Vision by Social Network
•
Testing & Future Plans
10. 3-Year Strategy
YEAR 1 GOALS
TARGET
Top
Influencers
SATISFY
• Identify highly active followers
• Set up direct & indirect
tracking
• Social ad testing
Create Engaging
Content
Arm network with shareable,
high quality content
YEAR 2 GOALS
• Increase authorship
•Social promotion & site
integration
•Increase engagement rates
YEAR 3 GOALS
GROW
Increase Reach
Build a highly qualified audience
Build loyalty rewards programs for retention
• Increase # of Fans
• Segment social ads
• New social networks
11. Revenue Goals
• Increase total social revenue in by 10%
• Increase social paid advertising ROI to ≥ .5:1
• Improve fundraising post conversation rate to > 8%
• Improve FB donation form conversation rate to > 4%
• Determine value of a social subscriber
• Define cost per acquisition of a social donor
• Follow the life cycle of a social media donor
12. Acquisition Goals
• Collect email and mobile sign ups
• Develop A/B content testing plan for specific audiences
• Reach ultimate audience through initial audience
• Increase Facebook Edge Rank ≥ 10% engagement rate
• Create social personas and increase visibility into these
social profiles via targeted messaging
• Connect what people want to talk about related to our
brand with engaging content
13. Moderation/Reporting Goals
• Identify top influencers
• Categorize user comments to define “Voice of a Fan”
• Segment messaging to determine engagement by post
• Improve tracking of viral sharing
• Standardize promotional campaign reporting
• Develop attribution model for social traffic
• Focus on accuracy of reporting
• Define best day/time to post per network
• Provide real-time customer support
14. Channel Integration Plan
• Social Content strategy added to planning docs
• Visual & messaging consistency across channels for
campaigns, products and programs
• Internal Education: conferences, webinars, training
• Add guidelines to Policy and Procedures Documents
• Create an influencer Social Media Toolkit
20. Other
Purpose: Explore and be agile to add
new social networks as needed
The Vision
•Infographics
•Pictures with quotes
•Merchandise
•Videos Board
The Vision
•Explore what works
•Expand into programs
•Consider campaigns
•Tracking
The Vision
•Redesigned company pages
•More consistent posting
•Community groups
The Vision
•Strategy for account
•Target Millenials
•Moderation plan
Objectives of the campaign/project
What do you hope to accomplish? What is the desired result?
List objectives in order of priority
Objectives should be S.M.A.R.T.
Specific
Measurable
Actionable
Relevant
Time bound