Action Plan

1. Plan
Negotiate
Book
Traffic
Report &
Optimize
ACTIONPLAN™
FOR
SOCIAL
MEDIA
STRATEGY
Social media is crowded with tools, tactics and toys to distract all but the most disciplined organizations. Creating
a detailed, objective-oriented social strategy will help us get started on the path to social media success. One such
tool we use is the VML Qais ActionPlan™
SOCIALMEDIA
STRATEGY
➜ Social Media Audit
➜ Channel Definition
➜ REAL (Reach, Engagement,
Activation & Loyalty) Metrics
➜ Brand Pages
➜ Key Competitors
➜ Inspirations
➜ Customer Profiles
➜ Community Management
➜ Crisis Management
➜ Content Strategy
➜ Campaign Strategy
➜ Brand Tone & Voice Guidelines
➜ Social Media Strategy
➜ Paid Media Strategy

2. LEARN
OUR APPROACH
➜ Whathave we learnt
from ouraudience and
the social environment
they partakein
➜ What are competitors
doing and what canwe
learn fromthem
➜ What are the key
insights we’ve
uncovered that is coreto
our strategy
PLAN
➜ HowdoweintegrateCastrol’sBrand
DNAintosocialmediawhile
remainingin-linetodigitaltrends
➜ Howdoweintegratethe
communicationplatform“ICome
AliveWhenIAccelerate”intoour
SocialMediaPersonality
DO
➜ Howdoweimplementourproposed
socialmediastrategyintocampaigns
acrossthevarioustargetmarkets
OPTIMIZE
➜ Whatkeymetricsandperformance
indicatorscanbeusedtodetermine
success benchmarks
➜ Whatartifacts/processeswill we
implementtomanageworking
togetherwithCastrol
➜ Whatcanwedotokeepimproving
theworkoutputs