1.
Chapter15:SocialMedia
MarketingPlan
AdileneRodriguez
CarolineAntonio
GabrielleHrabinski
XinyiChen

2.
CreatinganinformativeandEye-catchingtitlepage
A good title page makes a social media marketing plan stand
out and helps to accent important information that is on
the page.
A title page of the plan should:
Begin with a descriptive name for the document
Contain company contact information
Identify the authors
Include the publication date

3.
Automatically Generatingatableofcontents
A table of contents is essential for a lengthy document.
Modern word processors provide the ability to automatically make a table of
contents.
The most efficient and safest method is to designate the section heading
levels during composition, thus minimizing the chances of missing
important items and simultaneously creating the initial organization of
the document
Once the document is written, with the section headings properly formatted
and arranged, the table of contents can be automatically generated

4.
writingacompelling executivesummary
A persuasive executive summary highlights the main benefits
and components of a social media marketing plan. It
provides the first impression of the plan.
● Tips for preparing an executive summary:
○ Lead with Why the Plan Should Be Adopted
○ Keep the Audience in Mind
○ Organize the Summary to Reflect the Structure of the Plan
○ Provide a General Overview of the Main Components
○ Limit the Length
○ Include the Names of the Plan’s Authors
○ Compose the Executive Summary Last

5.
ExampleofExecutiveSummary

6.
composeabriefoverview
It is important to lay down a contextual foundation for
readers to understand the information in the plan
Tips for constructing an effective overview section:
Describe the industry and company
Explain the competitive advantage
Describe how social media marketing can contribute

7.
Exampleofoverview

8.
Observingsocialmediapresence
The first step in Social Media Marketing Planning Cycle is to listen to what people are saying about a
company.
Two primary ways to assess the social media presence of an organization: Holistically and Granularly.
Brand Health:
❖ A collective measure of a company’s social media presence from many different sources.
❖ If the social media brand health is good, then marketers have an overall indication that their social
media marketing initiatives are working.

9.
Sentiment Analysis: Shows the number of positive, neutral, or negative mentions on each social media
platform where the company has a sizable presence.
Reach: Indicates the number of Twitter Followers, Facebook fans, linkedin group members, Flick view,
and so on.
Company Posts: Measure how often the company posts on each social media platform.
Feedback: Shows the number of comments, likes, or replies to company-generated content.
Average Response Time: Assesses response time to user comments on the company’s social media
properties.
Five key metrics for auditing a company’s social media
presence on individual social media platform:

10.
thesocialmediapresenceoftheXYZ’scoffeecompany

11.
2015's Best Social Media Brands: All-Stars Worth Watching
Twitter:
❖ Netflix posted 20% more video content than the next-highest adopters of video content.
❖ Fox News was the most prolific, producing 44% more content this quarter over last.
❖ Orange adopted an image-heavy Twitter strategy and increased their follower base by 146%
over last quarter. (reach)
Facebook:
❖ Mercedes-Benz’s video engagement was 159% above the average for all brands in the study with
a high- low mix of polished films and behind-the-scenes looks.
❖ Samsung responded 84% faster than the average for all brands in the study to customers. (
average response time to feedback)
❖ Canbury increased their Facebook fan base by 54% over last quarter with a mix of event-driven
posts and short-form, shareable video.
Instagram
❖ State Farm received 30% more likes per post in Q2 with a mix of more traditional campaign
content and real-time marketing. (fedback)
❖ Nescafe posted 250% more often this quarter, averaging 5 posts per week. (company post)
❖ Citi increased their engagement per post by 226% over last quarter, shifting their content to
highlight their Mets sponsorship and popular Citi Bike program.
https://www.spredfast.com/social-media-strategies/2015-best-social-media-brands

12.
conductingacompetitiveanalysis
❖ One useful way to conduct a competitive analysis of the social web is with a SWOT Analysis.
❖ Identify a company’s strengths and weaknesses on social media platforms as well as the
opportunities and threats on social web.
❖ Visualizing a competitive analysis of the Social Web

13.
SocialMediaSWOTANALYSIS

14.
SWOTMATRIX
Examples:
❖ S- O strategy: if a company has many social media platform strengths and considerable
opportunities on the social web.
❖ W-T strategy: if the profile indicates substantial weaknesses in an organization’s platform
performance and many external threats exist on the social web.

15.
settinggoals
● Determine the social media goals that stand the best chance of achieving a competitive advantage
for the organization.
● A set of general social media goals includes:
○ Brand building
○ Increasing customer satisfaction
○ driving word-of-mouth recommendations
○ producing new product ideas
○ generating leads
○ crisis reputation management

16.
determiningstrategies
❖Listening
❖Interacting
❖Engaging
❖Embracing
❖Influencing
❖Connecting
❖Contributing

17.
identifyingthetargetmarket
❖A variety of characteristics:
➢ Demographics
➢ Needs
➢ Interests
➢ Tastes
➢ Behaviors
❖Personas
➢ Demographics

18.
selectingtools
❖“Once the demographic and behavioral characteristics of
the personas have been used to define a company’s target
market, the social media platforms with the highest
concentration of the target audience should be chosen.”

19.
Implementing
Implementation refers to the process in which companies
take their goals, strategies, target market and tools and
create actionable social media specific tactics.
Staff create and carry out platform-specific tactics. This
is important for companies to reach their marketing
goals.

20.
FacebookTactics
Facebook is a great platform for interacting with existing
and potential customers. Some key tactics that companies
could use with Facebook include:
Post content that targets interest to people
Post up to three times a day
Include link to Facebook page on things like promotional
material, brochures, emails, company website, etc.
https://www.facebook.com/tacobell

21.
TwitterTactics
Twitter allows companies to reach a large audience, most of
which are mobile users. It’s especially useful when trying to
target a youth audience. Some Twitter tactics include:
Responding to questions or comments promptly
Tweeting up to 10 to 15 times a day
Use hashtags
Retweet to increase sharing of the companies own content
https://twitter.com/tacobell/with_replies

22.
Monitoring
Monitoring involves tracking the process of the social
media marketing’s activities.
Research mostly looks at qualitative measurements because
it shows the most prominent points that connect social
media marketing and financial performance.

23.
Monitoring(cont.)
Tracking- process of finding and following content on
social web.
Evaluation- process of interpreting the collected data
after being measured with the intention behind a campaign

24.
C-Suite
C-Suite refers to a corporation's top executives. Social
media marketers have to justify the proposed campaign.
Campaigns have to coincide with C-suite’s business plan.
Getting executives involved to be part in social media
marketing is increasingly getting important.
A recent survey by BRANDfog shows that when C-suite
executives become active on social media it increases
brand trust and loyalty.

25.
GettingC-SUITETOBUYIN
Tips to getting C-Suite to buy into campaign:
Identify to mindset of executives
Show them the pay off
detailed budget
timetable

26.
Discussion
1. What is the purpose of the title page?
2. What are some of the tips given to write a executive
summary?
3. What are the five key metrics for auditing a company’s
social media presence on individual social media platform?
4. What are the social media goals?
5. What are some characteristics of identifying a target
market?
6. What are some strategies that XYZ Coffee Company used?