More and Better Customers - Action Plan Social Media

Marketing Lens™
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Action Plan
Tactic: Social Media
Regardless of industry, your customers are on
social media. Take maximum advantage of this
communication channel.
www.tooliers.com
Marketing Lens™
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Marketing Lens™
powered by Tooliers® | business growth tools | www.tooliers.com
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Action 1 - Do your research
Step 1 Fill in column B on the table below with names of the most successful companies that:
- Provide same products / services as your company (Competitors)
- Providecomplementaryproducts/services;productsthatgohandinhandwithyourproduct(Complementary)
- Provide supply (raw materials, services you buy, etc.) in your industry; could be your suppliers or
others that you respect (Supplier).
Step 2 Place a tick in columns C to F for those companies that have social media pages (check column
C if they have a Facebook page, check column D if they have a LinkedIn page and so on).
Tactic Social Media / Action 1 / Page 1 of 4
Do your research
Type Company Facebook LinkedIn Twitter Google+
A B C D E F
Competitor 1
Competitor 2
Competitor 3
Competitor 4
Competitor 5
Complementary 1
Complementary 2
Complementary 3
Complementary 4
Complementary 5
Supplier 1
Supplier 2
Supplier 3
Supplier 4
Supplier 5
Other brand you respect 1
E.g. 1 food.com yes no yes yes
E.g. 2 starbucks yes yes yes yes
Time:
Responsible: ________________________________________________________________________
Cost: zero
30 min
This document is a partial preview. Full document download can be found on Flevy:
http://flevy.com/browse/document/more-and-better-customers-action-plan-social-media-914

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Step 10
engagement, read some of the comments and gain an understanding of why people reacted more to
those posts. Bear this in mind when writing your own posts.
Quick tip: Consider the main reasons why people share (funny, geeky / cool, cute, controversial,
shocking, sexy, unbelievable, exclusive, random).
[Engagement means getting your fans to do something in response to your post, whether they like
your post, comment on it, share it or at least click on that post.]
Now you have an idea of what is happening on social media, and what a good Facebook
page looks like, what companies, gurus and business owners post about and what the
you have used for the exercise. However, if you looked at a guru or a company in your
perfect post.
Do your research

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Visuals Explanation
Picture If you don’t have a picture, use any of the following:
- Take a stock picture related to your message*
- Take any picture and write a short message (2-5 words) related to the post on the
picture
E.g.
- Write the message in 2-5 words as a slide in Power Point and then save it as a
picture. Use a colored background
E.g.
- Your company logo
- Picture of yourself if YOU send a message to your readers
- Just take a picture with your phone of something that catches your attention
Note: More on how to do SEO and how it helps in the SEO Action Plan.
Screenshots If you want to emphasize features of software, explain a tool or anything where the
picture conveys the message easier than words.
E.g. See how the perfect post in this Action Plan is explained with a picture in step
1 – this is a screenshot.
Write the perfect post

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Tactic Social Media / Action 2 / Page 6/7
Write the perfect post
Text for your post: Write the text for your post (2-3 sentences), including hashtags and link beside
the CTA here.
_________________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________
Image: Choose the image for your post.
Save the image on your computer with the keywords in the name of the picture. It helps with SEO.
Pic1027.jpg.
Take one step further and write a 2-3 word message on the picture (use editing program such as
PhotoShop, PhotoScape).
Post it!
Step 4 Get ready for your additional ongoing posts. Consider various types of posts and alternate
them over time.
Type of post Why
Quotes People love quotes, because quotes inspire them.
If you choose quotes, you’d better create a great picture.
Find quotes here: www.brainyquote.com/,
www.forbes.com/sites/kevinkruse/2013/05/28/inspirational-quotes/,
www.inspirational-quotes.info/
Questions or
Fill-in-the-Blank
Questions stimulate conversation between fans. Don’t use Facebook
applications to ask questions, keep it simple and ask questions in your regular
posts.
Blog Posts (or content
from your site) Search engines pay more attention to your website’s activity.
External Content Share articles, videos and infographics that are relevant to your subject, that
your audience enjoys reading, that satisfy the needs of your fans.
Sources: TED talks, Pinterest, Feedly, Slideshare, Scoop.it, Visual.ly and all social
networks
Quick Tip:
interested in and share that content quickly and easily.

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No. Social Media Objective Tactic Example / Post Example
C D
1.
2.
E.g.: Attract more followers that
E.g. 1: B2C example
Flower Shop
Tactic: Use the posters in our shop to invite customers to like our
E.g. 2: B2B example
Accounting Services Company
Tactic: Use freebies to turn our Facebook followers into our
ambassadors.
Post: Invite your friends to like us and you get our special report
they have to do is like our page. They will also get the report as a
welcome gift. A special prize is awarded each month for friends who
invite 10 or more followers to our page.
No. Social Media Objective Metrics
C E
1.
2.
E.g. 1: Attract more followers that match our best Number of followers
E.g. 2: Keep our clients loyal and give them incentives
to buy again
Engagement: No. of comments, shares, likes
Step 4 Post!
Step 5 Identify the right metrics for you.
Write in the table below your social media objectives from above (in column C) and write metrics that
you could use to measure the results of your activities.
Note: You will look at your metrics in Action 9.

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Now you know why you are present on social media, and what you want to achieve. And
most importantly, you know how social media is going to help your overall business. You
have set your goals and understood how to pursue them. Next, you will decide what
resources you will use to boost your social media activities.
Step 8 Gather your info.
this Action Plan, or use any other solution to keep all your information in one place.
Alternatively use the Excel we have created – get it at the following link:
www.tooliers.com/action-plan/social-media-excel.

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Time:
Responsible: _______________________________________________________________________
(business owner / marketing person / online marketing person)
Cost: zero
15 min
Action 5 - Create your content strategy
Step 1 Understand your audience
Create your content strategy
Answer the questions in the table below. Write your answer in column C. Use column B as an example.
Select 3-4 members of your team (people involved in communicating with your customers) for a
brainstorm session if you need to. If you do not have that many people in marketing and sales, take
any employee that has a direct interaction with your customers.
Question Example of answer Your answer
A B C
Who is your customer? Small business owners
What is your customer’s
problem that you solve?
Business not growing anymore, not
producing the results the business
owner wants, he wants more but
doesn’t know how and where to start
How do you solve this problem?
What is your solution?
Diagnosis & step-by-step Action Plans
Growth Program
What gets your audience most
excited?
Tips to grow business, tactics and
strategies that successful companies
apply
What is the primary interest
your business and customer
have in common?
Business Growth
Business Development
Where are your potential Trade Associations for industries,
Associations of Small Businesses,
Chambers of Commerce
How are you currently reaching
your customers? speaking at conferences, referral

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Go deep into these discussions, and see what people post, what people comment on, share and like.
Write some ideas / observations below:
Platform Ideas
Facebook
LinkedIn
You now understand your audience, which is key to your social media presence and
strategy!

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See the example below to have a better understanding on how to post and share between your
accounts:
(1) Post initially published by the business owner
You want to have one post published on one account and then shared by others, because the
audiences are not the same. Over time you get 1) fans who are interested in you as a person and
customers or spread the news to the fans of their fans.

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Choose your focus platforms
Platform Audience Content What you can
primarily get
Instagram Urban, youngsters Heavy visual component Visual marketing
Pinterest Mostly women Heavy visual component; Popular topics:
Wedding Planning, Cooking / Recipes,
Fashion, Home Interior, Jewelry
website
Use the examples in the tables below to clarify better for yourself where to start, if you are not yet
present on social media. The tables below point towards the platforms you may consider, depending
on your industry, and tell you why you would prefer one over another.
Businesses that could use any platform
Businesses that could choose one platform vs. other
Type of business Platform Why
B2B service providers
E.g.: accounting, legal services
e-business
E.g.: software for business
Premium or corporate services targeting
CEOs, managers, entrepreneurs.
E.g.: catering services for business events
Luxury goods
E.g.: luxury watches
LinkedIn
Facebook
Twitter
Google+
Instagram
YouTube
To generate leads
For awareness
limited time validity
To communicate using pictures
To show how product works, how happy
people are with the product
Type of business Platform Why
Interior decorating Instagram
YouTube
Pictures and videos are better to show such
services
Online bookstore with a good collection of
management books
Pinterest To show pictures of such books
Business gurus who want to communicate
messages and teach audience
YouTube Videos are best for teaching

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General considerations
Most main platforms generate an automatic URL that doesn’t mean anything when you create your
page (both personal and company). Look at the URL of any social media page you have. Do you see a
long sequence of numbers and letters that don’t mean anything? You want to change that to mean
something. Ideally, it will be your name or company name.
E.g. See how Tooliers, the name of our company, is at the end of all URLs.
- Facebook: www.facebook.com/tooliers
- LinkedIn: http://www.linkedin.com/company/tooliers/
- Twitter: https://twitter.com/tooliers
- Google plus: https://plus.google.com/+Tooliers
- Youtube: https://www.youtube.com/toolierscom
You want to have one consistent username, handle and/or account name on all your social media
unless you have a much better handle.
To change the URL, just follow the steps outlined in this Action Plan for each main platform.
Let’s start with Facebook, the most popular social media platform.
1. FACEBOOK
Step 1
Fill in the ABOUT section as below

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3. Fill in the information
**IMPORTANT** Ensure you use the right name for your business, because you won’t be able to
Step 4 Customize your Facebook company page
Use the picture below as an example to identify important elements.
The table below gives all the details you will need to know to have the perfect Facebook company
page.

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5. Explore Applications: Click on ‘More’ and then Find More Apps
Use Facebook application ‘Yotpo Testimonials’, because you can integrate it with your blog or website,
so the reviews you collect on Facebook will show automatically on your blog.
Ask your developer to enter the Yotpo Testimonials application on Facebook and get the widget from
the application to add on your blog.
Add ‘Notes’ App
In the Application Section, add ‘Notes’. In Notes publish your blog posts (only publish the beginning,
the most important part of your post and add link to your blog for more info, because the aim is to get
your fans on your blog).

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# Element Notes
4 Experience Fill in this section so you get more leads for your business, because everybody can click
Incorporate your keywords in the text as much as you can, without forcing them too
much. Many people search on LinkedIn for experts, when they need help.
Go to LinkedIn and search for ‘business growth expert’. Observe the keywords
See screenshot below.
5 Education Fill in this section so you can keep in touch with your colleagues and get more leads for
your business. Be detailed, as this also is a good place for your keywords.
6 Summary Tell your audience about the problem they’re seeking solutions for and tell them how
Include your keywords in here, in various ways.
Note: No need to use hashtags, because on LinkedIn there are no searches based on #.
Keywords are used to search, like in Google.

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3. TWITTER
Step 1 Create / upgrade your personal account
1. Choose the same handle as you have for Facebook and LinkedIn – preferably your name.
# Element Notes
1
Use a picture that shows your head only, and not a full body picture.
If you have a smiley picture, even better.
2 Header photo Picture size: 1500 x 500 pixels
Include on the header photo:
- Your website or your business’s website
represents you or use a Call-To-Action.
3 Username Your full name, unless you use a stage name or you have another good reason not to
use your name
4 Description Max 160 characters
customer would be interested to know more about.
Add a hashtag
5 Location
Call-To-Action
6 Website

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# Element Notes
1
a logo that is more long or tall than square, see the Facebook section of this Action.
2 Header photo Picture size: 1500 x 500 pix
Include on the header photo:
- Your website
If you want people to call you, add your phone number on the picture too.
3 Username Your business’s name
4 Description
customer, as something your customer would be interested to know more about.
Add hashtags, or even better, incorporate hashtags in description.
5 Location
Call-To-Action
6 Website
audience!

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6. Check the authorship on this website:
http://www.google.com/webmasters/tools/richsnippets
Note: if you are using WordPress, you will need to add this link in the header of your blog:
Quick tip:
business. Add people in your circles.
More in the ‘Increase Audience on Social Media’ Action Plan.

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5. Other social networks
# Social network Website Network’s audience
1 Dogster www.dogster.com/dog-community Dog lovers
2 Catster www.catster.com/cat-community Cat lovers
3 My Last Wish www.itunes.apple.com/in/app/
id521111111?mt=8
People with similar dreams
4 Wiser www.wiser.org People who believe in a more
sustainable world
5 Untappd www.untappd.com Beer lovers; pub persons
6 CafeMom www.cafemom.com Over 1 million moms
7 Book In A Week www.book-in-a-week.com Writers and reader
8 Athlinks www.athlinks.com Endurance athlets
9 Goodreads www.goodreads.com Readers
10 Dribbble www.dribbble.com Designers
11 Letterboxd www.letterboxd.com Movie lovers
12 Dpadd www.dpadd.com Gamers
13 UFO Social www.ufosocial.com People interested in paranormal activity
14 Ravelry www.ravelry.com Knitters and crocheters
15 Flixster Movie lovers
16 BirdPost www.birdpost.com Bird watchers and bird lovers
17 Quora www.quora.com Q&A site
18 Gentlemint www.gentlemint.com The Pinterest for Men
19 Snooth www.snooth.com/social Wine lovers
20 Behance www.behance.net graphic designers, photographers,
interaction designers, art directors and
illustrators
21 BikerOrNot www.bikerornot.com Biker and motorcycle enthusiasts
22 Curbly www.curbly.com DIY lovers
23 All Recipes www.allrecipes.com A very large recipe sharing network
24 LawLink www.lawlink.com Lawyers and the legal community
25 Meet Pips www.meetpips.com The network for the Forex industry

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Step 2 Establish your procedures
Step 3 Decide how to deal with negative feedback
Respond according to feedback type. Design your procedures to address each type of feedback. Use
the examples below and/or draft your own procedures.
Receiving negative feedback on social media is a fact of life. How you deal with it is what will set your
business apart.
Comment /
Enquiry Type
Best practices Procedures
A E F
Neutral Comment Respond with a neutral comment.
Negative Comment Don’t take it personally. A negative
comment is an opportunity to improve your
product or service. If there’s something to
started working on it. If there’s nothing
feedback. Next time she might be right to
blow the whistle.
Positive Comment Say thank you.
Like the comment.
Product Enquiry Answer in due time, telling your follower
the expected response time to satisfy his
need.
[agree in advance with your colleague or
freelancer how various activities on your
Set procedures for handling comments

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Action 9 - Measure & Improve
Time:
Responsible: _____________________________________________________________________
Cost: zero
10 min to set up & 10 min per week
You want to measure the results of your hard work, right? This Action consists of an initial
set up, and continuous monitoring.
Step 1 Set up your Measuring Plan
Write in the table below the metrics you need to monitor, which you have chosen in Action 3 step 5.
Metrics
1
2
3
4
5
6
7
8
Measure & Improve
Depending on how often you plan to post, decide to monitor your activities on a weekly or monthly
basis. Finish this sentence:
‘I will be monitoring our metrics on a weekly / monthly basis. ‘

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“I wanted to grow my own
consulting business further, but
didn’t know how.
program, so you don’t have to go
through the same struggles I did.”
OZANA GIUSCA, FOUNDER & CEO TOOLIERS®
Join Marketing LensTM
Growth Program on Tooliers.com
Get a second opinion from experts on the work you have done on this tactic, plus any other business
challenge, for only $149 per month.
What you get:
Marketing Lens™ Diagnosis: diagnose your current marketing activities, discover what
you need to focus on, and identify which tactics to work on.
Action Plans: deal with one marketing tactic per month, broken down into step-by-step
actions. The tactics you work on address the areas in which your business needs the most
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discoveries / tactics explained further), and provide .
Ask us any question live and get answers.
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Growth & Success Google+ Community, where you ask any question and get answers from
Business Growth Experts (and other business owners) within 24 hours. Should you choose to, you
can also share with other business owners your knowledge in your area of expertise and increase
your exposure.

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More and Better Customers - Action Plan Social Media