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1. How to create a Multi Platform Social
Media Marketing Strategy
By: Alixandra Porembski
Planning Logic

2. Social Marketing
 Increased exposure is the top benefit of social
media marketing
 89% of marketers stated that increased exposure was the
number-one benefit of social media marketing
 When forced to only select one platform, 49% of
marketers selected Facebook, followed by LinkedIn at
16%.
 69% of marketers plan on increasing their use of
YouTube, making it the top area marketers will invest in
for 2013.
 5% of marketers are involved with podcasting, yet 24%
plan on increasing their podcasting activities in 2013

3. Benefits of social media marketing

4. Commonly used social media platforms

5. The 4Cs augment the 4Ps
The 4Cs
 Content, Context,
Connection, and
Conversation
 Inbound marketing strategy
generates demand through
thought leadership:
compelling prospects to
take action rather than
telling prospects to take
action
 become a trusted advisor
during the buying cycle
 relevance, timeliness, and
personalization matter most
to customer engagement
 focus on a customer-centric
approach to marketing
The 4Ps
 Product, Price, Place, and
Promotion

6. Multi Platform
Strategy
 Share using different platforms:
blog, video and podcast.
 Some people are readers, some are
listeners, some are watchers
 By putting yourself out there, you
give people multiple
opportunities to find you
 It’s essential to be consistent in
publishing content, be
consistent in your message and
be consistent in your branding
 Publish content based on
experiences
 Be transparent with all of the
different processes.

7. Backlinking Strategy & Process Overview
Anchor layer, links that you create which link directly to
your Niche site,
Indirect layer, which are links that you create which link
directly to your anchor layer

8. Blog
 Increase recognition
 Insert actions to be taken here
 Example: X number of posts
 Blog publication schedule
 Add RSS button
 Key Metrics:
 Number of posts
 Audience growth
 unique and returns
 Conversation rate
 Conversions
 Subscribers

9. Social Networks
 Facebook Fan Page
 create a group
 encourage interaction
 create content
 participate in others groups
 LinkedIn
 create a group
 encourage interaction
 create content
 participate in Q&A
 Key Metrics:
 Referrals from social networks
 Friends on Social Networks

10. Microblogging
 Promote company blog post
 Communicate issues from social media to ensure
follow-up
 Build reputation
 Promote other social networking activities and sites
 Key Metrics:
 Friends/Followers
 2nd-order followers
 Velocity - avg. of first-and second-order followers attracted
per day since the account was established
 Social Capital - influence of twitter followers

11. Online Video
 Update videos on social video sites and link to Niche
site
 Use videos to respond to questions and drive traffic
back to Niche website
 YouTube
 Create video series for YouTube
 Key Metrics:
 Referrals from social video sites
 Views of videos on social sites
 Pages ranking on key terms from YouTube

12. Podcasting
 Create a podcast that can become a blog post
 so the strategy works in both directions
 Repurpose content for the resource section of Niche
site
 Train podcast audience to get to your blog with calls
to action in your podcast.
 Use a plugin and domain names for easy redirect URLs
 Create list of podcast directories
 Promote through podcast directories
 Key Metrics:
 Referrals from podcast directories
 Views of podcasts if hosted on podcast sites

13. Continue the Conversation
 Identify additional bookmarking sites that may drive
traffic
 Like this!
 Tweet this!
 Tweet about our posts using hashtag #SXUGrBus
 Share on Facebook
 Ask us about the Graham School on Facebook!
 Find the Graham School on LinkedIn!
 Email is still the best tool to use to connect with
people in a direct and personal way
 Email us grahamschool@sxu.edu

14. Survey results attributed to the 2013 Social Media Marketing Industry Report
by Michael Stelzner of Social Media Examiner
Sources Cited: Pat Flynn, Gleanster, and Marketo
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