1. By: Cory Williamson
For: Fiverr.com
Creating a Social Media Plan

2. Overview
Social Media Channels
6 Steps to Creating a Social Media Plan
Budgeting for Social Media
Getting Started
Questions

3. What is Social Media
Social media is media designed to be disseminated
through social interaction, created using highly
accessible and scalable publishing techniques.
- wikipedia.org

4. What is Social Media?
An ongoing conversation that’s happening RIGHT
NOW
A promotional channel for content distribution
A long-term return on investment
A steady stream of information for:
 Research
 Feedback
 Building Relationships with customers, clients, contacts

5. Current Statistics
Over 50% of people in the US have at least 1 social
media account
Social media makes up over 17% of all online usage
 Overtaken email as #1 activity on the web
93% of Americans believe companies should have a
social media presence
 85% believe those companies should be interacting with
customers

6. Social Media Facts- Facebook
1.5 Billion active users worldwide
 819 Million on mobile devices
 Mobile users are twice as active as non-mobile users
53% female, 46% male
300 Million Photo uploads per day
Thursdays and Fridays, engagement is 18% higher
Average time spent on Facebook is 20 minutes
4.75 Billion pieces of content shared daily
Largest segment is 25-34 years old

7. Social Media Facts- Twitter
1 Billion registered users
500 million tweets sent daily
100 Million active users daily
170 minute spent per user on Twitter Monthly
Peak days to tweet are Tuesday & Wednesday
Millennials and Teens are most active segment

8. Social Media Facts- YouTube
1 Billion unique visits each month
Over 6 billion hours of video are watched each
month on YouTube
 Almost an hour for every person on Earth, and 50% more than
last year
100 hours of video are uploaded to YouTube every
minute
70% of YouTube traffic comes from outside the US
According to Nielsen, YouTube reaches more US
adults ages 18-34 than any cable network

9. Social Media Facts- Pinterest
70 Million users as of 2013
47% of US online consumers have made a purchase
based on recommendation from Pinterest
Pinterest generates 4x more revenue per click than
Twitter and 27% more than Facebook
Pinterest buyers spend more money on items than
any of the other top 5 social media sites
Conversion rates for Pinterest traffic are 50% higher
than conversions from other traffic
80% of total pinterest pins are repins

10. Social Media Facts– Google+
Over 350M Users
Google plus has great SEO benefits
 Google plus links are all “dofollow”, meaning they pass
valuable link juice
 Posts are crawled and indexed immediately
 Bots crawl 2,500 words on a + page, vs 275 on Facebook
Google Plus for business offers more integrated
analytics on your business page

11. How is Social Media Used?
Customer Service
Product/Service Feedback
Networking and Job Searching
Lead Generation/Sales
Promotions
News
Internal communication

12. Creating a Social Media Plan
Steps:
1.Preplanning
2.Listen to the Conversation
3.Create Your Target Profiles
4.Set Specific Goals
5.Join the Conversation
6.Measure ROI

13. Step 1 - Preplanning
Questions to ask internally:
Where do our customers get their information
What influences our customers?
How does information flow in our industry?
What promotional channels are we currently using?
 Are they working?
What is my sales funnel? How are leads qualified?
Asking questions indicates how social media can be
used to complement your business goals.

14. Step 2 – Listen to the Conversation
Secure your brand on social platforms
 Usernames are often unique
 Use consistent usernames across all platforms
Set up monitoring channels
 Google Alerts
 Social Mention
 Technorati
 Twitter Search/Twitter Lists
 Radian6
Monitor: individual influencers, competitors,
blogs/comments, and industry news sources

15. Step 3 – Create Your Target Profile
Focusing on key target segments lowers marketing
costs
Example:
 Target Audience is 25-35
 $350 Billion in spending power
 Spend 20 hours online weekly
 96% of them join social networks
This information can be gathered through market
research, surveys, or previous studies
What is the perfect prospect?

16. Step 3 – Create Your Target Profile
Find key attributes from monitoring channels
Chart presence on social media
Determine Market Segmentation
 Demographic
 Geographic
 Psychographic
 Behavioralistic
Continue gathering customer data at each step of
your plan

17. Step 4 – Set Specific Social Goals
Generate Leads
Increase brand awareness
Increase traffic/Opt-ins
Develop relationships with current customers
Boost SEO/SEM results
Reduce CRM costs
Increase Revenue

18. Step 5 – Join the Conversation
3 Phases of Social Equity
 Awareness
 Qualify fans and followers as leads
 Engagement
 Increase long-term communication
 Exclusive promotions will help turn advocates into customers
 Social Commerce
 Determine small data set to introduce products to
 Gather product reviews

19. Step 5 – Join the Conversation
Establish an Editorial Calendar
 Choose specific days for posting content
 Be consistent – you’re a news source
 Helps stay on track and organize content
 Choosing specific topics each day helps find content ideas
Share calendar with everyone involved
Use video to build quality content
 Doesn’t have to be professional
 Include descriptions and tags for search engine optimization
 Post video with content on your blog/website

20. Step 5 – Join the Conversation
Be Transparent and Authentic
 Don’t be evasive
 Offer your name, title, experience
 Admit your interests in the topic
 Define your credibility (Use LinkedIn to build your credible
profile)
 Contribute quality input on topics of interest
Strive to answer questions about your authenticity
Don’t focus on selling, focus on engagement
Earn a reputation, build trust, then sell to qualified
leads

21. Step 5 – Join the Conversation
Be the expert in your industry
 Write about what you know
 Offer insights to those who ask for it
 Share links to resources you think add to the conversation
Use topics you monitor to start conversation
 Articles/blog posts
 Community Forum Threads
 Conversation from social media groups
When customers trust your content, they’ll trust
what you’re selling

22. Step 5 – Join the Conversation
Have rules of engagement
 Know what to do with negative responses
 Determine who in your organization is involved in responding
 Admit to mistakes and thank those who bring it to attention
 Respond Kindly
Share these rules with your team
Turn brand “detractors” into “advocates”
 People remember bad experiences, but will buy again if it’s
corrected

23. Step 6 – Measure Your Returns
What is a Return?
 Non-financial
 Visitors, word of mouth, page views, fans, followers, referrals
 Financial
 Sales, Transactions, Coupons
 ROI
Not all returns have to be $$ to bring value

24. Step 6 – Measure Your Returns
Qualitative
 Are we part of our industry’s conversation?
 How do our customers perceive us versus our competitors?
 Did we build key relationships?
 Are we moving from monologue to dialogue?
Quantitative
 Website Analytics
 Social Mentions
 SEO Rankings
 Linkbacks
 Subscribers

25. Step 6 – Measure Your Returns
Establish before/after baseline
 What did our online environment look like before social
media?
 What online channels were we using?
 What does it look like now?
Determine hard numbers here
 5.5% conversion rate before
 8.5% conversion rate now
This baseline should track at least 6 months

26. Step 6 – Measure Your Returns
Develop Activity Timeline along same baseline
Diagram exact dates in which key SM activities
occurred
 8/11 blog started
 8/13 Facebook page started
 9/15 FB ad campaign begins
 9/17 FB ad ended
Note Milestones on diagram
 500/1000/10,000 fans
 100 clicks back to blog link

27. Step 6 – Measure Your Returns
Look at Key Performance Indicators (KPI)
 Transactions
 New Customers
 Sales
 Revenue
 Average Order Size
 E-mail list size
Use Google Analytics to determine exact numbers
What are the transaction precursors?
 Brand mentions
 Loyalty metrics
 Store traffic
 Free sample offers

28. Step 6 – Measure Your Returns
Overlay all timelines and look
for patterns
 SM Activities
 Web Analytics
 Store Metrics
 Loyalty Metrics
Circle areas where increases
occur
How were specific numbers
achieved?
 Facebook promotion
 Product launch
 Press release
 Coupon offer

29. Budgeting for Social Media
Allocation vs. Addition
 Do you raise new funds or borrow from existing budgets?
How to determine Allocation or Addition
 What are your goals?
 How much is your existing marketing budget?
 Which current tactics work? Which are most expensive?
 What internal resources are available?

30. Budgeting for Social Media
What to budget for:
 Time
 Design and Branding
 Analytics Tools
 Social Monitoring
 Automation Applications
 Social Media Advertising
 Outsources/Consulting

31. How to Get Started
Start with platforms you can actively maintain
What outsourcing is needed?
 Design, development, content management, market research
Plan your content flow
 Will you push content through all channels?
Find tools to automate processes
 Tweetdeck (now by Twitter)
 Hootsuite
 Sprout Social
 Mailchimp
 Sendible

32. Additional Resources
Blogs
 Socialmediaexplorer.com
 Socialmediatoday.com
 BrianSolis.com
 Mashable.com
Tools
 Tweetdeck
 Sendible
 Hootsuite
 Shoutlet
 Buffer
 Trackur

33. Questions?
Contact me at:
 Twitter.com/corywilliamson
 Linkedin.com/in/corywilliamson
 About.me/corywilliamson