Tactical Social Media Plan Sample

1. PreparedbyMary @digitalSCRM
Sample of Social Media ObjectivesPlan
For Cisco Learning Academy
This tactical plan includes the tactical objectives to be used to accomplish two
primary goals of SEO and social media: 1. increase unique traffic to qc-cisco-
academy.net and 2. convert anonymous traffic to known visitors by promoting
premium content to visitors from social media sites, and publishing sites via free
content.
Blog‐ 1 hoursdaily............................................................................................................................. 2
Social Networks‐2hoursdaily.......................................................................................................... 2
Microblogging(Twitter)‐2hoursdaily.............................................................................................. 3
Social Press(Bloggers)‐ 3hourweekly............................................................................................. 3
Widgets‐ 1hour weekly.................................................................................................................... 4
Bookmarking/Tagging‐ 1hoursdaily................................................................................................ 4
Keyword research and static URL‐ 1 hoursweekly........................................................................... 5
Commenting/Forums/Wikis/RatingandReview sites‐ 1hours30 mindaily .................................. 5
Google Analyticsandoptimization ‐ 3hoursweekly........................................................................ 5
Facebookcommenting‐ 1hoursdaily ............................................................................................. 6
LinkbuildingandRSS‐ 4 hoursweekly ............................................................................................. 6
PresentationSharing/flyers‐ 2weekly/monthly .............................................................................. 7
Static internal linking...................................................................................................................... 7

2. PreparedbyMary @digitalSCRM
1. Blog- 1 hour daily
Short term objectives:
 Increaserecognition
o Insertactions to be taken here
o Example: X number of posts
o Blog publication schedule
o Add RSS button
 Increaseengagement
o Insertactions to be taken here
o Example: Encouragecomments, blog, social
shares, etc.
Key Metrics:
 Number of posts
 Audience growth‐ uniqueand returns
 Conversationrate
 Conversions
 Subscribers
 Inbound links
 Technorati, Alltop, and other directory listings
 SEO Improvements
Website designed, developed and optimized by Mary

3. PreparedbyMary @digitalSCRM
1. Social Networks- 2 hours daily
Short term objectives:
 Facebook fan page
o Insertstrategy here
o Items like create a group,
encourageinteraction, create
content
o Also, participate in others groups
 LinkedIn
o Insertstrategy here
o Items like create a group, encourageinteraction, create content
o Also, participate in Q&A, other groups, etc
Key Metrics:
 Referrals fromsocialnetworks
 Friends on Social Networks

4. PreparedbyMary @digitalSCRM
2 Microblogging (Twitter)- 2 hours daily
Short term objectives:
 Compile list of company Twitter users
 Promotecompany’s blog postthrough corporateaccount
 Communicate supportissues fromsocialmedia to
supportteam, ensurefollow‐up
 Build reputation
 Promoteother socialnetworking activities/sites through Twitter
Key Metrics:
 Friends/Followers
 2nd‐order followers (follower’sfollower count)
 Velocity‐ avg. of first‐ and second‐order followersattracted per
day since the account was established
 Social Capital‐ influence of twitter followers
 Centralization‐ how much influence (reach) is invested in a small
number of followers
 Pages ranking on key terms frommicroblogging sites

5. PreparedbyMary @digitalSCRM
3. Social Press (Bloggers)- three hours
weekly
Short term objectives
 Update bloggers on a regular basis about all new thought leadership
and new
products
 Interactwith (plus interview, video, etc) at all relevantmarketing
conferencesand
local events
Key Metrics:
 Posts by socialpress aboutMarketo
 Referrals fromsocialpress (socialPR)
Short term objectives:
 Creation of widgets
 Distribution of widgets
Key Metrics
 Usageof widgets (by count)
 Posts/Mentionsaboutsocial widgets offsite
 Referrals fromoffsitewidgets (if any)

6. PreparedbyMary @digitalSCRM
4. Bookmarking/Tagging- 1 hours daily
Short-term objectives:
Postkey thought leadership (resources and blog posts)
 Delicious
 Sphinn
 Reddit
 Digg
 Stumbleupon
 FriendFeed
Review blogsourcestoidentifyadditional bookmarkingsitesthatmaydrive traffic
Key Metrics:
 Referrals frombookmarking/taggingsites
 Pages ranking on key terms frombookmarketing/tagging sites

7. PreparedbyMary @digitalSCRM
5. Keyword research and Google
friendly static URL - 1 weekly
Short-term objectives:
 Identify relevantsocial crowdsourcingandvotingsites
 Participate inrelevantonlinecommunitysite
 Promote contentwhenapplicableinoffsite social
crowdsourcingandvotingsites
Key Metrics:
 ReferralsandVisitsfromCrowdsouring/Votingsites

8. PreparedbyMary @digitalSCRM
6.Commenting/Forums/Wikis/Rating
and Review sites- 1.5 hours daily
Short-term objectives:
 Participate in known Marketing wikis, providing both
information aboutMarketo and related topics
 Ensureglossary on websiteis always up to date
 Identify additional high traffic discussion boards/forums/wikis
 Comment on posts related to lead management, lead
nurturing, email marketing, and lead scoring
Key Metrics:
 Referrals fromdiscussion boards/forums/wikis/ratingand review sites
 Pages ranking on key terms fromdiscussion boards/forums/wikis/rating
and review sites

9. PreparedbyMary @digitalSCRM
7. Google Analytics and optimization- 3 hours weekly
Short-term objectives:
 Install a tracking code into site--conversion and reporting
o Funnel Creating
o Set up conversion tracking
 Create weekly reports and record progress of site’s traffic
Key Metrics:
 Referrals fromsocialvideo sites
 Views of organic referrals on social sites and google.com
 Pages ranking on key terms fromother sites (link building)

10. PreparedbyMary @digitalSCRM
8. Facebook commenting and sharing site- 1
hours daily
Short-term objectives:
 Encouragepotential students to shareany interesting and
marketing relevant comments from social marketing profiles,
news on open houses, discounts and coursenews
 Take pictures of any relevant marketing events
 Utilize photo sharing sites to shareimages with links back to blog
and coresite
o Adding the website to Open Graph—createsocial objects
o Facebook Group and include LIKEjoin fan button on site
o Making new facebook friends to follow school’s facebook page
Key Metrics:
 Referrals fromphoto sharing sites
 Views of photos on social sites
 Pages ranking on key terms fromphoto sharing sites

11. PreparedbyMary @digitalSCRM
9. Link Building and RSS- 4 hours weekly
Short-term objectives:
 Create list of directories to link to
 Repurposewebinar content when applicable for
resourcesection, promotethrough podcastdirectories
 Link (promote) the school’s websiteurl with
keyword-rich anchor links into relevant website
Key Metrics:
 Referrals fromother sites and directories
 Add RSS feeds to website and submitto RSS directories

12. PreparedbyMary @digitalSCRM
10. Presentation Sharing/ flyers - 2 hours
weekly/monthly
Short-term objectives:
 List all presentations and school flyers on Slideshare
 Update Slideshare listing
Key Metrics:
 Referrals fromSlideshare
 Views on Slideshare
 Pages ranking on key terms fromSlideshare
Additional Notes and Objectives
 Match Buyer Personas to SocialMedia sites, adjuststrategy aboveto
better fit personas
 Train sales aboutbetter use of social media
 Create company socialmedia policy
 Discuss socialmedia policy with SEO and SEM vendors
 Consider uses for Ning and other social media sites not listed