How to Build a Successful Social Media Plan © 2012 Birmingham Blogging Academy Wade Kwon For more, visit http://birminghamblogging.com.

1. How to Build
a Successful
Social Media
Plan
Wade Kwon
@WadeOnTweets
© 2012 Birmingham Blogging
Academy

2. A social media plan is like …
Photo: Mary Witzig (CC)!

3. Overview
! Before starting out
! Define goals
! Define parameters
! Define assets
! Measurements
! Engagement
! Three steps in digital PR

4. Before starting out …

5. Photo: Josep Ma. Rosell (CC)!
Build trust.

6. Be aggressive.

7. Photo: Royal New Zealand Navy (CC)!
Get lots of input and buy-in.

8. Define goals.
Photo: hmomoy (CC)!

9. This can be the
most difficult part.

10. Options
! Media mentions/blog posts
! Revenue
! Subscribers
! Leads
! Customer service
! Marketing/branding

11. Goals
! Sell out events: ! Build ! Reach diverse
725 seats mailing list audience

12. Goals
!
!
!

13. ! Time Define parameters
! Budget
! People
! Messages
! Audience/publics

14. Parameters
! Time: 30 days
! Budget: $0
! People:
! Ourselves
! Partners
! Media contacts
! Social media friends

15. Parameters
! Messages:
! Grassroots organization
! Free expertise
! Community partners
! Audience/publics:
! Professionals in Birmingham metro area
interested in social media, all skill levels
! Traditional media
! Social media leaders

16. Parameters
! Time:
! Budget:
! People:
! Messages:
! Audience/publics:

17. Assets
! People
! Channels

18. Assets ! People:
! Ourselves
! Channels:
! From 0 to …
! Volunteers in Facebook,
Twitter, email
Photo: Lynsey Weatherspoon (CC)!

19. Assets
! People:
! Channels:
! Facebook page: 76 fans
! Twitter: 88 followers
! YouTube: 1 subscriber, 1 video, 453 views
! Blog: 12 posts

20. Measurement
! Page views/unique visitors
! Clicks
! Likes
Photo: Thor (CC)!

21. Measurement
! Comments
! Revenue
! Cost
Photo: Thor (CC)!

22. Measurement
! Subscribers: email, Facebook, Twitter, RSS
! Time spent
! Leads
Photo: Thor (CC)!

23. Measurement
! In 2011:
! 2,100 tickets sold
! 542 attendees = 75 percent
capacity
! 56 media mentions
Photo: Arik Sokol (CC)!

24. Measurement
! In 2011:
! 1,200 email subscribers
! 1,300 Twitter followers
! 710 Facebook fans
Photo: Lynsey Weatherspoon (CC)!

25. Measurement
! In 2011:
! 501 video views
! 1,325 Flickr
photostream views
! Cost: $0
! Time spent: days
Photo: Jelani Newton (CC)!

26. Measurement
! Page views/unique visitors ! Cost
! Clicks ! Time spent
! Revenue ! Leads
! Likes ! Subscribers: email,
Facebook, Twitter, RSS
! Comments

27. Engagement

28. Photo: GOIABA - Johannes Fuchs (CC)!
Facebook
! Questions answered
! Photos, statuses,
questions, links,
videos shared
! Likes and Shares

29. Twitter
! Retweets
! Replies
! Favorites
Photo: Andreas Eldh (CC)!

30. Website/blog
! Time spent on site
! Likes/ratings
! Comments

31. Leads: calls, emails
! Quantity ! Sales ! Ideas
Photo: Vitor Lima (CC)!

32. Engagement
! Always room for
improvement
Photo: Jelani Newton (CC)!

33. Engagement
! Facebook:
! Twitter:
! Website/blog:
! Leads (calls, emails):

34. Three steps in
digital public relations
(or marketing)

35. 1. Experiment

36. 2. Measure

37. 3. Adjust

38. What it all comes down to is …
Photo: Umberto Salvagnin (CC)!

39. Contact me.
• wade@wadekwon.com
• BirminghamBlogging.com
• @WadeOnTweets
• http://itswa.de/uab-prssa

40. Thank you.
Photo: Omar Bárcena (CC)