How to develop a social media plan and strategy by using marketing and digital media communication models.

2. • Journalists are taught to ask 5 simple questions to build the
framework for every story.
Who What When Where Why
You can use also the 5 Ws to build a foundation for a simple social media plan.

3. Five steps to a simple social media plan
• Why Do you want to use social media
for your business?
• Who are you trying to reach?
• What does your audience want?
• Where does your audience hang out
online?
• When do they want to hear from you?

4. • Why do you want to use social media for your business?
• If you want to be successful on social media
• You have to have a crystal clear picture of what you want to
accomplish for your brand.

5. Here are some ways social media can help your
business
Determining your key objectives will help you focus your
overall efforts.
Awareness
Leads
Sales
Customer Services
Brand Loyalty

6. 2. Who are you trying to reach ?
• Once you’ve determined why
you want to use social media
you can focus on identifying
who your key audience is for
your efforts.

7. Increase Loyalty
If you want to use social media to increase loyalty
your audience will be focused on existing customers.
Generate Awareness
If you want to use social media to increase loyalty
your audience will be focused on prospects, brand
partners and journalist.

8. 3. What does your Audience want?
Understanding
your audience
needs will help
you to create
content they cant
wait to devour.
Audience
Prospective
Audience (
Prospective
customers might
want to know how
to solve a
problem)
Loyal Audience
( Looking for
unique ways to
use product or
service)

9. Key to Uncovering your Audience Needs?
• Spending the time Listening
and talking to prospects on
social media.
• The More you know about
your audience the easier it will
be to develop content that’s
relevant, entertaining ad
informative.

10. Where does your audience hang out online?
• Companies often start with social media platforms but it’s
better to decide on platforms after you’ve determined your
goals and target audience.
• It’s the key to deciding on the 1-2 platforms that will have the
most impact for your brand.

11. How do you do this ?
• Ask ( Ask your Customer which social
network do they use most ?)
• Which network do they use to make
buying decisions?
• Listen ( Where are people talking about
your brand)
• Where are they talking about your
competitors?)
• Look ( look at research on how your
audience use social media?)

12. 5. When do they want to hear from you ?
• There is no universal “ Magic “
time to post on social media.
Instead , focus on when your
audience wants to hear from
you.
• Getting to know your audience
will help you to share content
when they’re most likely to see
it.

13. SOSTAC
• Situation ( Where are we?)
• Objectives ( Where do we need to go ?)
• Strategy (How do we get there )
• Tactics ( Details of Strategy)
• Action ( What is our Plan?)
• Control (How did you do ?)

14. SITUATION ANALYSIS
• Market Analysis: can be done
using SWOT as explained below.
• Current customers composition
(Who, why)
• Carry out competitors’ analysis
• Explain the current market
trends
• Current performance
clarification.
OBJECTIVES
• Company mission and vision.
• Customer acquisition and
retention targets.
• Quantifiable efficiency gains
such as advertising costs.
• Targeted added value

15. STRATEGY
• Possible strategic partnerships.
• A well-thought tactical tool to be
used plus database integration.
• Positioning in regards to how the
firm wants to be seen.
• Highlight of key tactics
• Level of engagement with
customers and prioritisation.
TACTICS
• Build a contact plan (sequence of
contacts over the customer lifetime)
• Build a content plan (including
which topics and platforms and a
content calendar).
• Gantt charts showing which tactics
when each tactic will be
implemented.
• Apply the same Magic Marketing
Formula consistently to each tactical
tool

16. ACTIONS
• Checklists and Guidelines
• Systems and Processes
• Responsibilities and Structure
• Training, Motivation and
Internal Marketing (to ensure
excellent execution).
CONTROL
• What needs to be measured
(which Objectives/KPIs)
• By whom, how often and at
what cost (e.g. Usability Testing,
Customer Surveys and NPS)
• Report process (what happens
when a 10% blip is spotted?)

17. How to integrate 4Cs digital marketing Model to
your business
Customer Cost
Convenience Communication

18. 4A s Model of Digital Marketing
Acceptability Affordability
Accessibility Awareness

19. 3 M Marketing Model
Organizations need a model to
blend traditional and digital
marketing

20. • Marketing Strategy: This is the foundation of the entire marketing process, outlining how
marketing will deliver against business objectives, the techniques to be used and the
resources needed to execute against the plan.
• Market/Customer Orientation: Going beyond product and sales, this element builds
positioning research around the consumer, the market and the competition to determine
ability to succeed in the marketplace.
• Customer Insight: This component is to develop insights into who the consumers are,
how they prefer to interact, their needs and expectations.
• Brand & Value: What is the differentiation that we can bring to the marketplace. In
addition, what is the brand value, purpose and other overarching components beyond
price.
• Segmentation and Targeting: Not to be confused with personalization, here is where we
break down the marketplace to determine demographic, psychographic, contextual and
geographic targeting components.

21. • Positioning: Drilling down to the individual level, this is where you determine the message that
each person will receive based on the combination of branding, targeting insight and
customer/member insight. With digital marketing, there is the potential for dynamic
personalization leveraging data and AI logic to deliver messaging in real time.
• Customer Experience: More than ever, there is a need to understand the customer journey across
multiple channels going beyond last touch attribution to improve engagement and sales.
• Distribution: This is where we determine how we will be found by the consumer and when. This
includes online content distribution, marketing automation, etc. reflecting the ‘pull’ of marketing.
• Integrated Marketing Communications: Reflecting the ‘push’ of marketing, this is where we
describe how we will use both traditional and digital marketing to reach the consumer with the
right message, at the right time, across the right channels.
• Data and Measurement: How do we measure and optimize performance? Metrics must be
defined, data sources determined, privacy policies agreed to and distribution of insights
formalized to improve performance and validate the impact of marketing.

22. Why Your Marketing Strategy isn’t working
Lack of Research
Unrealistic
Goals
Working on
Assumptions
Customer
Needs
Rigid
Marketing
Strategy

23. How to Build a Social Media Plan

24. Audit Develop
Engage Measure
Social
media Plan
FOUR STEPS
SOCIAL MEDIA
PLAN

25. • Audit (Assess your social media presence | Identify gaps |
Set profiles)
• Develop (Set your goals | Select social networks | Build
content plan)
• Engage (Setup workflow and processes involved | Publish &
Share!)
• Measure (Identify metrics | Use tools to measure
• Progress)

26. Social Media Audit Template
• Step 1: Find all of the social profiles
you have and who runs them and
address any content issues.
• Step 2: Use Google to find anyone
using your brand.
• Step 3: Determine what social
networks you want to focus on.

27. Set Smart Goals
• Make your goals are SMART: specific,
measurable, attainable, relevant and
time based.
• Avoid goals that only focus on vanity
metrics like Likes and Followers.
• Align goals with department and
overall business goals

28. Select the right social network
• Understand your target audience
(age, location, lifestyle)
• Ensure you know how social fits
into your marketing program
• Understand your tone & brand

29. Learn from leaders
• Listen to your followers and
industry chatter to get inspiration
from industry leaders, competitors,
clients.
• Look back at the best performing
content.
• Gain feedback internally from
other departments and from
customers via a survey.

30. How to improve your profile?
• Every social profile must have:
• Bio / Description
• Insert link to website
• Contact information
• Image
• Profile Picture, Cover Photo
• High resolution
• Maximum fit & dimension
• Insert SEO description of your business in profile

31. Step 2 Develop Game Plan
• Develop content strategy:
• 1. Identify the right content for your
brand
• 2. Create a content calendar
• 3. Publishing content efficiently

32. How to decide on content to post
• What is your brand positioning and tone of voice?
• What issues are important to your brand?
• How do external parties refer to your brand, such as the media,
industry experts, etc?
• What is your community interested in when they aren’t talking
about your brand or directly to you?
• Historical performance: What content has worked and what
hasn’t?
• Search behavior: What do people search for when they are
looking for your brand’s products and services?

33. Content Strategy _
Rule of Third
Share
(Industry
News and
Useful Tips)
Converse
(Interact
with
Others)
BALANCED
MESSAGE
Promote
(Your
Product or
Service)

34. 3 rules of engagement on social media

35. • Disclose
• Your honesty—or dishonesty—will be quickly noticed in the social media environment. Please represent Intel ethically and
with integrity.
• Be transparent: use your real name, identify that you work for Intel and be clear about your role.
• Be truthful: if you have a vested interest in something you are discussing, be the first to point it out and be specific about
what it is.
• Be yourself: stick to your area of expertise; write what you know. If you publish to a website outside Intel, please use a
disclaimer such as this: “The postings on this site are my own and don't necessarily represent Intel’s positions, strategies or
opinions.”
• Protect
• Make sure that being transparent doesn’t violate Intel’s confidentiality or legal guidelines for
commercial speech—or your own privacy. Remember, if you’re online, you’re on the record—everything
on the Internet is public and searchable. And what you write is ultimately your responsibility.
• Don’t tell secrets: never reveal Intel-classified or confidential information. If you’re unsure, check with
Intel PR or Global Communications Group. Off-limit topics include: litigation, non-published financials
and unreleased product info. Also, please respect brand, trademark, copyright, fair use and trade
secrets. If it gives you pause…pause rather than publish.
• Don’t slam the competition (or Intel): play nice. Anything you publish must be true and not misleading,
and all claims must be substantiated and approved. Product benchmarks must be approved for external
posting by the appropriate product benchmarking team.
• Don’t overshare: Be careful out there—once you hit share, you usually can’t get it back. Plus being
judicious will help make your content more crisp and audience-relevant.

36. • Use common sense
• Add value: there are millions of words out there—make yours helpful and thought-provoking.
Remember, it’s a conversation, so keep it real. Build community by posting content that invites
responses—then stay engaged. You can also broaden the dialogue by citing others who are writing
about the same topic and allowing your content to be shared.
• Keep it cool: there can be a fine line between healthy debate and incendiary reaction. Try to frame
what you write to invite differing points of view without inflaming others. And you don’t need to
respond to every criticism or barb. Be careful and considerate.
• Did you screw up? If you make a mistake, admit it. Be upfront and quick with your correction. If
you're posting to a blog, you may choose to modify an earlier post—just make it clear that you
have done so.

37. Creating content calendar
• Decide on dates, time,
author, audience and social
network
• Develop content topics
• Create ‘call-to-action’ in post
• Allocate content to different
types of posts (example
below)

38. Theme strategy example: Restaurant

40. Step 4: Measure Results & Improve
• Identify right metrics to measure

41. Social Media Plan Sample
• Whether you’re starting from scratch or looking to
improve your current social marketing strategy, you
need this essential resource.
• The template makes it easy to:
• Clarify your goals on social media and how they support
your overall business objectives
• Conduct research on your ideal customer so you can
better target them
• Gather intel on the competition so you can stay ahead
• Audit the current state of your social media presence
• Create or improve all your social media profiles
• Develop a thoughtful content strategy and set a
publishing schedule you can stick to
• Track your progress and adjust your strategy as needed

42. 2. Social media audit template
• This template will
show what is and isn’t
working on social
media—and what to
do next. It’s also handy
for identifying
impostor accounts,
out-of-date profiles,
and new opportunities
to engage your
audience.
• Gathering these
insights will help you
get the most out of
your social marketing
budget and resources.

43. 3.Social media content calendar
• This is one of the most
important tools to include in
your social media toolkit.
• A social media content
calendar lets you plan and
schedule all your social
content in advance for
maximum impact.
• It will also help you:
• Identify and fill gaps in
publishing
• Remember important dates
and events
• Find your ideal content mix
• Ensure your content is fresh
and performing well
• Collaborate with teammates
and effectively allocate
resources
• Gain visibility across your
organization

44. 4. Editorial content calendar
• Another type of calendar favored by
social media pros is the editorial content
calendar.
• This resource will gather all your content
projects into one document to help you
plan and schedule each release.
• The easiest way to organize a content
calendar is by using a separate tab for
each month within Google Sheets or an
Excel Spreadsheet for each month.
Activities can be broken down by day or
hour, depending on the volume and
cadence of your content plan.
• Your editorial calendar should include
basic information about each of these
projects:
• Title or description of the content
• Links to supporting documents, like
content briefs
• Author or writer
• Deadline
• Channels you plan to promote it on

45. 5. Social media analytics report template
• Recording and analyzing social
media results is key to proving the
value of your efforts.
• But where to begin? We’ve created
a useful template with a few of the
key items you should record, with
tabs to keep track of metrics for
your different social channels.
While the key figures may vary for
your brand, these basics are
important for everyone to keep
track of.
• This template gives you space to
record social media metrics for
every major network, including…
• Followers gained/lost
• Engagement
• Shares
• Views
• Click-throughs
• And much more

46. 6. Social media report template
• The social media report template is
for presenting results to your boss,
clients, teammates, or any other
stakeholder.
• Yes, it will include hard data
captured in the analytics report
template. But, it also includes space
for context and analysis. Both are
important to include when
presenting to people who aren’t as
close to your business as you are.
• Use this template to make
recommendations, share lessons
learned, and make
recommendations for future
strategies.

47. Social media budget 2019

48. References
• https://www.slideshare.net/hootsuite/webinar-how-to-a-
build-a-social-media-plan/7-Who_uses_Hootsuite
• https://www.slideshare.net/lauraclick/5-steps-to-creating-a-
simple-social-media-plan?qid=d62f3f6b-bdf2-420d-9470-
97a29696c722&v=&b=&from_search=1
• https://blog.hootsuite.com/social-media-templates/

49. Thank U !