SOCIAL MEDIA
STRATEGIC PLANNING
Social Media Bootcamp

Enterprise Marketing, State Farm
Insurance
Huonks.com
Linkedin/in/bkhuonker
Twitter.com/bkhuonker
@Midwest Social Media Conference
atMidwest.com
BRIAN HUONKER, MS, CHFC, CLU

Traditional marketing channels are becoming less
effective in capturing and engaging the attention of
today’s perpetually connected consumers.
The challenge of today’s brands is to adapt their
marketing strategies in an effort to build brand
advantage in the face of consumers’ rapidly changing
media consumption landscape.
In addition, today’s millennial generation does not trust
traditional advertisements, only 6% of millennials
consider on-line advertising to be credible.
Branded content will allow brands to meet this
challenge, building a trusted, remarkable,
unmistakable, and essential brand in the eye of the
consumer.
Social Media Strategic Planning

Social Media Strategic Planning
 People share
stories that:
 Are native, not
deceptive
 Are individual, and
ready to evolve
 Deliver on emotion
 Reserve judgment
 Act like the locals

Social Media Strategic Planning
 Stories that help
customers
 Solve a problem
 Escape for the
moment
 Fuel their creativity
and play
 Spotlight pop culture
 Discover new things
 Succeed

Social Media Strategic Planning
 Step 1. Set your
social media
goals/objectives.
 What do you want to
achieve with social
media?
 Do your social media
objectives align with
your overall company
vision, mission and
marketing strategy
 Are your objectives
S.M.A.R.T: specific,
measurable, attainable,
relevant, and time-
bound?

Social Media Strategic Planning
 Step 2: Audit your
current social media
status.
 What social profiles do
you currently manage?
 Which social media
platforms do you want to
participate in.
 Is control over the
passwords centralized?
Should any accounts be
deleted?
 What is the mission
statement of each of
your social profiles?

Social Media Strategic Planning
 Step 3: Create or
improve your
social media
profiles.
 Are your profiles
filled out properly
and thoroughly?
 Are all of the
accounts and
profiles on brand?
 Would a new visitor
follow me after
seeing this profile?

Social Media Strategic Planning
 Step 4: Develop your content strategy.
 What types of content do you want to post to each social network? Who
is the target audience?
 How often will you post content and how will you promote it
 Do you have an editorial calendar and a social media content calendar?

Social Media Strategic Planning
 Step 5: Define What
Success Means, Short
and Long-Term.
 Are people sharing the
content with their
networks? Metrics:
Number of shares,
number of Tweets,
number of Pins, etc.
 Is your audience
interested in learning
more? Metrics:
Requests for additional
information, completion
of content forms, traffic
to your site.

Social Media Strategic Planning
 Step 5: Define What
Success Means, Short
and Long-Term.
 Are people sharing the
content with their
networks? Metrics:
Number of shares,
number of Tweets,
number of Pins, etc.
 Is your audience
interested in learning
more? Metrics:
Requests for additional
information, completion
of content forms, traffic
to your site.

Social Media Strategic Planning
 Step 5: Define What
Success Means, Short and
Long-Term.
 Is the audience engaging
with the content? Metrics:
number of comments, shares,
downloads, likes along side
time on page, pages per
visits, repeat visits
 What sources are driving
your on-site traffic? Metrics:
Keyword performance,
referrals, organic search
results, campaign traffic
 Or other
consumption/brand metrics
like:
 Increase in conversions
 Increase in organic traffic to
targeted digital
 Increase in audience
engagement

Social Media Strategic Planning
 Step 6. Prepare to
Monitoring your social
media channels.
 See complaints and address
them immediately
 Share the compliments (with
a simple “Thank You”)
 Help solve customer
problems (and let others see)
 Answer questions
 Know what’s next
 Manage crisis (before they
escalate)
 Monitor the competition
 Spot the trends
 Discover your influencers
(brand advocates)
 Reach potential prospects

Social Media Strategic Planning
 Step 7: Use analytics to track progress
and adjust your strategy as need.
 Have you established the metrics by which
you'll measure social media success?
 Do you have an analytics or measurement
tool prepared to track these metrics?
 How often will you analyze your results?
 Are you prepared to quickly change your
strategy in response to these results?

SOCIAL MEDIA
STRATEGIC PLANNING
Exercise