Summarize several articles on how to set and what to consider for a Social Media plan/strategy. Includes what marketers need to know about social media. Thanks to all the resources and sources

1. How do I start my company ’s Social Media Plan? 10/27/11 – Puerto Rico

4. Salomon Dayan: Email: sdayan@lih.com Twitter : http://twitter.com/sedayanr LinkedIn: http://do.linkedin.com/in/salomondayan Slideshare: http://www.slideshare.net/sedayanr Website: http://lih.com/

6. #LopitoWorkshop

7. "NOTICE: Proprietary and Confidential All the content of this document (text, figures, lists, financial information, graphics, design, diagrams, as well as other graphic elements and/or audio and videos), whichever is the format used (paper or electronic), is confidential and proprietary to LIH. This document includes ideas and information based on the experience, know-how, intellectual/creative effort of LIH. For these reasons, this material shall not be used, reproduced, copied, disclosed, transmitted, transformed, commercialised or communicated, in whole or in part, neither to third parties to the public, without the express and written consent of LIH ” http://www.briansolis.com/2010/06/in-social-media-engagement-has-its-rewards/ Facebook For Business HubSpot http://www.primerahora.com/detrasdeltweet@cmctiempo@jorgegelpi-553570.html 6 ways using Social Marketing - https://cc.readytalk.com/cc/playback/Playback.do Source: Social media Pocket Guide – American Marketing Association http://www.forrester.com/empowered/ladder2010 http://2.bp.blogspot.com/_2yT22oE2Faw/TPxBhaRi82I/AAAAAAAAFMg/ePfaTOAV2n8/s400/35486_467186150673_178817975673_5589778_5683664_n.jpg http://fotos.subefotos.com/876de9470ab174a947a23fae86c76f52o.png http://www.forrester.com/rb/Research/getting_social_customer_service_right/q/id/57862/t/2 http://www.clickz.com/clickz/column/2027223/integrate-customer-service-social-media-marketing http://www.socialmediaexaminer.com/6-ways-to-track-the-impact-of-social-media-on-public-relations/#more-11544 http://craigpearce.info/public-relations/free-public-relations-best-practice-report-social-media-crisis-communication/ Krulig Analytics http://danzarrella.com/new-data-on-mobile-facebook-posting.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+DanZarrella+(Dan+Zarrella's+Blog)# http://kluriganalytics.com/ http://www.socialnomics.net/2009/11/12/social-media-roi-examples-video/ http://mashable.com/2010/07/27/old-spice-sales/ http://www.socialmediaexaminer.com/are-you-disclosing-what-you-need-to-know-about-ftc-rules-and-social-media/#more-11905 www.gettyimages.com http://www.emarketer.com/Article.aspx?R=1008630 http://adage.com/article/digital/marketers-spending-big-social-ads-drive-traffic-facebook/230229/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+adage%2Fcomplete+%28Advertising+Age+-+Complete+Feed%29 http://theerinryan.com/wp-content/uploads/2011/07/Facebook_Social_Media_Clock.jpg http://www.slideshare.net/SMLatam/herramientas-monitoreo-roi http://www.flickr.com/photos/shadphotos/1311527517/sizes/z/in/photostream/ http://blog.nielsen.com/nielsenwire/online_mobile/nielsenfacebook-ad-report/

11. “ La experiencia fue extraordinaria porque los que no pudieron ver mi informe en la televisión, me escucharon a través de la radio y los que no pudieron escucharme, me leían a través de Twitter y Facebook ”

12. Source: ComScore Report Aug 2011 PR Internet Penetration S1,340,000 unique visitors

13. Source: ComScore Report Aug 2011 PR Internet Penetration 24% increase since 2009 S1,340,000 unique visitors

14. Social Media Time Spent Source: Google Insight Trends for Website

15. Social Media Time Spent Source: Google Insight Trends for Website Puerto Rico among the Top Countries in Time Spent in Social Media

16. Facebook Consumer Engagement Source: Google Insight Trends for Website Users spend over 26 mins per online visit Facebook received 15 minutes per visit

17. Source: ComScore Report Aug 2011 - This doesn ’ t include Internet Café ’ s, mobiles, schools or universities. Top 20 websites in PR

18. Top 20 websites in PR Source: ComScore Report Aug 2011 - This doesn ’ t include Internet Café ’ s, mobiles, schools or universities.

19. Top 20 websites in PR Source: ComScore Report Aug 2011 - This doesn ’ t include Internet Café ’ s, mobiles, schools or universities.

20. Facebook growth in PR Source: Google Insight Trends for Website

21. Facebook growth in PR Source: Google Insight Trends for Website Facebook Over 1,300,000 Registered Users in PR (+18) Over 1,083,000 Unique Visitors

22. A 1,500 individuals' survey showed that consumers have great tendency to buy the company product they follow Social Media Encourage Buying Source: February 2010, market research firm Chadwick Martin Bailey along with iModerate Research Technologies

25. Main workshop objective is to provide tactics that can be implemented today

26. Get to know it…

27. Facebook Vocabulary

28. Facebook Changes from F8 Conference Sept 2011

29. Changes from User Perspective

30. Changes from User Perspective Top Stories List

31. News Feed design changed News will appear on the stream with most interesting stories (interesting according to Facebook algorithm) feature at the top Those top stories don't regenerate much throughout the day Changes from User Perspective

32. User now can create List of Friends Share content exclusively with people of the List Changes from User Perspective

33. Changes from User Perspective Photos

34. News Feed photos size has increased considerably when are posted by friends (brand Fan Page photos maintain size for the moment) Changes from User Perspective Old Size New Sizes

35. Ticker Changes from User Perspective

36. Users will have the new “ Ticker ” feature on the right hand-side of the screen News Feed now shows friend information like status updates, relationship status, while the Ticker shows more real-time , " lightweight ” information such as new photo in an album, new Farmville plantation, etc. Once clicked, the Ticker expands over the News Feed Ticker updates faster therefore is more current and great to get update of what friends are currently doing Changes from User Perspective

37. Timeline http://www.youtube.com/watch?v=hzPEPfJHfKU&feature=player_embedded

38. "a new way for users to express who they are .” Mark Zuckerberg, CEO Facebook Profile takes on a look similar to a magazine format , highlighting activities , photos and apps along with a cover photo sitting on top This new format is called: Timeline Timeline

39. The new design transforms the user profile into a virtual scrapbook that digs all the way into user’s past. It makes a visual history of everything you’ve ever done , all the way to when you were born (according to Facebook) https://www.facebook.com/about/timeline Since F8 it will enter a Beta period and available for Developers; it will be rolled out progressively Timeline

40. Facebook Pages, Groups & Profiles

41. Fan Pages (Brand Pages) that user Follows Changes from User Perspective

42. Key differences between Business Pages and Personal Profiles (Don't create a personal profile for your business. Profiles are for people, Pages are for businesses) Pages allow you to designate multiple administrators

43. Key differences between Business Pages and Personal Profiles (Don't create a personal profile for your business. Profiles are for people, Pages are for businesses) Pages allow you to designate multiple administrators Pages are, by default, public, and are starting to rank in Facebook and public search results .

44. Key differences between Business Pages and Personal Profiles (Don't create a personal profile for your business. Profiles are for people, Pages are for businesses) Pages allow you to designate multiple administrators Pages are, by default, public, and are starting to rank in Facebook and public search results . Pages provide Statistical Information not available in Profiles nor Groups

45. Pages Vs. Groups Group is for a community of people with a common interest, while a page represent a brand or entity of which there are “fans.”

46. Remember to set up the whole Fan Page profile

47. Remember to set up the whole Fan Page profile

48. Remember to set up the whole Fan Page profile

49. Use the ‘ About ’ text box to place keywords : The ‘ About ’ box represents the highest place in the page structure of the Facebook Page. Custom text can be added and read by Search Engines (SEO) Source: InsideFacebook.com, July 13 th , 2009 Remember to set up the whole Fan Page profile

50. Source: InsideFacebook.com, July 13 th , 2009 Remember to set up the whole Fan Page profile Use ‘ Info ’ tab to include more keywords , text and high priority links (specific fields vary according to the type of Fan Page)

51. How Search seen Facebook “About” & “Info”

52. How Search sees Facebook’s “About” & “Info”

53. How Search sees Facebook’s “About” & “Info”

54. Fan Page Terms & Conditions Terms & Conditions set the expectations for Brands and Customer regarding their interactions within the page

55. Fan Page Terms & Conditions Terms & Conditions set the expectations for Brands and Customer regarding their interactions within the page

56. Fan Page Terms & Conditions Terms & Conditions set the expectations for Brands and Customer regarding their interactions within the page

57. Fan Page Terms & Conditions

58. Fan Page Terms & Conditions Terms & Conditions include Page T&C are aligned with Facebook Terms & Conditions (http://www.facebook.com/terms.php)

59. Fan Page Terms & Conditions Terms & Conditions include Page T&C are aligned with Facebook Terms & Conditions (http://www.facebook.com/terms.php) No responsibility for others’ Comments or Visuals but delimits what messages will be deleted (sex, racist, etc.)

60. Fan Page Terms & Conditions Terms & Conditions include Page T&C are aligned with Facebook Terms & Conditions (http://www.facebook.com/terms.php) No responsibility for others’ Comments or Visuals but delimits what messages will be deleted (sex, racist, etc.) Indicates what themes will be addressed

61. Applications Applications are programs that allow users to share content and interact with brands or other users

62. Applications http://www.youtube.com/watch?v=q3b94kFBah8

65. OpenGraph All those changes in Facebook construct what is call: OpenGraph OpenGraph opens the possibility to create new ways of brand content distribution that allow users to share whatever they are doing without overwhelming friends

66. OpenGraph All those changes in Facebook construct what is call: OpenGraph OpenGraph opens the possibility to create new ways of brand content distribution that allow users to share whatever they are doing without overwhelming friends Figuring out how to effectively use Application is the first main challenge

67. And the future (and present) is mobile… 33% of Facebook Posts are Mobile Source: http://danzarrella.com/new-data-on-mobile-facebook-posting.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+DanZarrella+(Dan+Zarrella's+Blog)#

69. Before start you need…

70. Customers Before start you need…

71. Customers Competition Before start you need…

72. Customers Competition Brand Before start you need…

73. Customers Before start you need…

76. Customers Competition Before start you need…

77. Customers Competition Brand Before start you need…

79. Social Media Research Tools

83. Son pocos los comentarios negativos (relacionados a Publicidad) Social Mention

85. Google Alerts Google Alerts get to your emails and allows to set type, frequency

86. Customers Competition Brand Before start you need… Listen and learn before diving into social. Understand the opportunities available for your brand

95. Objective #2 – Build Sales Pipeline

96. Objective #2 – Build Sales Pipeline Provide Calls To Actions : Build initiatives that generate leads and develop sales by giving your network something to do

97. Objective #2 – Build Sales Pipeline

98. Objective #2 – Build Sales Pipeline Include Social In-Store Experiences : Provide videos, photos, promote information. Post phone numbers, download information (website), email

99. Objective #2 – Build Sales Pipeline

100. Objective #2 – Build Sales Pipeline Drive Traffic to your website : where you already have implemented lead generation tactics

101. Objective #2 – Build Sales Pipeline

102. Objective #2 – Build Sales Pipeline Drive Traffic to your website : Take advantage of tabs; use tabs for the purposes of (a) engaging fans in Facebook and (b) providing relevant links back to your website

104. Objective #3 – Community Activation/Engagement

105. Objective #3 – Community Activation/Engagement Construct a consistent on & offline experience. Conversational tone and one-on-one conversation

107. Why not become a fan/follower?

108. I am a Fan…

110. Personalizing Customer Service

111. Customer Education : Give customers the tools to use the full extent of your product Personalizing Customer Service

112. Personalizing Customer Service

113. Customer Service Announcements : (a) Share real time updates to keep your customers informed, (b) Pre-empt questions or concerns Personalizing Customer Service

114. Personalizing Customer Service

115. Information & Knowledge : Build knowledge bases and/or Provide additional product-related content Personalizing Customer Service

116. Personalizing Customer Service

117. Fan recognition through Questions Personalizing Customer Service

120. Build your Arsenal Assets such as content, video, celebrity endorsements, partnerships can be considered Create differentiating assets in order to reinforce the program Ensure that content must be portable and shareable

121. Building Considerations Commitment to create content for Fans/Followers Content & Community Management

122. Community Manager roles Brand Presentation: Represents the story of the brand and is often a primary face of the company in online communities on an ongoing basis. Member response: Responds to frequent product inquiries such as “Do you have this or that?” or “Does anyone know how to X” Community Programming: includes ongoing planning, day-to-day management, and day-to-day high-level consumer engagement. Stimulates and manages deep consumer-to-consumer conversational interaction. Moderation: helps to create, manage, and evolve the culture of your community by managing to community standards. Brand Direction & Policy: Posting brand-provided content and responding in conversational tone to user questions, comments, or complaints

123. Content Manager Editor Roles Curation : Often behind the scenes. Reviews content, and conducts prioritization for the content. They also may curate content Analysis: Analyst quantifying success of overall social presence as well as each specific social campaign Influencers: in charge of Blogger & Online Influencer Engagement

124. Influencers

127. FTC Rules and Social Media The FTC recently approved the amended Guides Concerning the Use of Endorsements and Testimonials in Advertising: “ The revised Guides also make it clear that celebrities have a duty to disclose their relationships with advertisers when making endorsements outside the context of traditional ads, such as on talk shows or in social media .”

133. Arsenal Tactics Details about your company

134. Arsenal Tactics Details about your company

136. Arsenal Tactics Thought Leadership

138. Arsenal Tactics Event Marketing + Social

139. Arsenal Tactics Event Marketing + Social

140. Arsenal Tactics Share Content from the events: connect to community members who aren’t present

142. Arsenal Tactics Product launches + Social

143. Arsenal Tactics Product launches + Social

144. Arsenal Tactics Provide Pre-Packaged Content: Make easy to share content on your behalf, leverage your community to further bolster your brand

145. Arsenal Tactics Provide Pre-Packaged Content

147. Example - Global Heineken Page as seen by a Argentinean fan Arsenal Tactics Post by GBT visible to all fans. Message also visible in the fan’s newsfeeds Targeted Post by Heineken Argentina published by location. Only visible for fans from Argentina. Message also visible in the fan’s newsfeeds

148. Publishing Calendar

150. Social Outlet Purpose

151. Social Outlet Purpose Reach Inform Sample

152. Social Outlet Purpose Reach Inform Sample Inform

153. Social Outlet Purpose Reach Inform Sample Inform Reach Sample Pass-Along

154. Social Outlet Purpose Reach Inform Sample Inform Reach Sample Pass-Along Involvement

155. Conversation Marketing Promotions News Support Marketing Support Social Outlet Purpose Reach Inform Sample Inform Reach Sample Pass-Along Involvement

163. If Disaster strikes… Tips for addressing negative feedback

164. If Disaster strikes… Tips for addressing negative feedback Identify the motivation behind the feedback. Why is the person reaching out to your brand?

165. If Disaster strikes… Tips for addressing negative feedback Identify the motivation behind the feedback. Why is the person reaching out to your brand? Determine the most appropriate response . What the expected resolution is

166. If Disaster strikes… Tips for addressing negative feedback Identify the motivation behind the feedback. Why is the person reaching out to your brand? Determine the most appropriate response . What the expected resolution is Remain calm and positive . Do not become angry with a customer for sharing his or her feedback

167. If Disaster strikes… Tips for addressing negative feedback Identify the motivation behind the feedback. Why is the person reaching out to your brand? Determine the most appropriate response . What the expected resolution is Remain calm and positive . Do not become angry with a customer for sharing his or her feedback Respond and correct

168. If Disaster strikes… Tips for addressing negative feedback Identify the motivation behind the feedback. Why is the person reaching out to your brand? Determine the most appropriate response . What the expected resolution is Remain calm and positive . Do not become angry with a customer for sharing his or her feedback Respond and correct Don't feed the trolls . The 1st mission is to understand and engage. There will always be people who can't be won over

170. Advertising & Promotion

171. Key Social Advertising tactics Integration With Traditional Media : Apart from Print & Billboard – include all material, stickers on doors, badges, etc

174. Key Social Advertising tactics Integration With Traditional Media : Apart from Print & Billboard – include all material, stickers on doors, badges, etc Influencers (Digital-Word-Of-Mouth)

175. Influencers

176. Key Social Advertising tactics Integration With Traditional Media : Apart from Print & Billboard – include all material, stickers on doors, badges, etc Influencers (Digital-Word-Of-Mouth) Digital Advertising

177. Online Ads http://www.youtube.com/watch?v=Yhn0-MrDR18&feature=relmfu

178. Less Targeting Precision & Accuracy Low High Relevance to user in Session Content Placement Targeting

179. Less Targeting Precision & Accuracy Low High Relevance to user in Session Content Placement Use of Computer Platform &Access Info ( IP Address , Day Part) Targeting

180. Less Targeting Precision & Accuracy Low High Relevance to user in Session Content Placement Use of Computer Platform &Access Info ( IP Address , Day Part) User Provided Demographic Targeting

181. Less Targeting Precision & Accuracy More Targeting Precision & Accuracy Low High Relevance to user in Session Content Placement Use of Computer Platform &Access Info ( IP Address , Day Part) User Provided Demographic Behavioral & Social Targeting Targeting

182. Ads with Social Component

183. Ads with Social Component Sponsor Ad with amount of Followers & “Like” Button

184. Event with the possibility to RSVP Ads with Social Component

185. Ads with Social Component Event with the possibility to RSVP

186. Frind Page with a Friend of Mine as Fans Page with Friend as Fans. One with Friend’s Picture and other only with name Ads with Social Component

187. Ads with Social Component Frind Page with a Friend of Mine as Fans Page with Friend as Fans. One with Friend’s Picture and other only with name

188. Social Advertising Effectiveness

189. Social Ads Spending Source: Comscore Oct 2011

190. Measurements

192. Even the smallest campaign needs time

193. Time is Money

194. Socialnomics http://www.youtube.com/watch?v=ypmfs3z8esI&feature=player_embedded# !

195. Strategy Tactics KPI KPI KPI Results Measurements Objective

199. Facebook Edge Rank

202. Proprietary Software Source: “The 2011 Listening Platform Landscape”. Forrester Research 2010 / Zach Hofer-Shall

203. Proprietary Software

204. Objective KPI Awareness Reach Number of Followers, Fans, Susbcribers, Share Of Voice, Impressiones (FB), Video Views (YT), Visits/Visitors (FB) Facebook = FB; Twitter = TW; YouTube = YT; Google Analytics = GA Results Measurements

205. KPI Influence sales/purchase Click, Views & Leads Mentions of themes; mentions of products; Short-URLs (Bit.ly); Hastags; Tab Views (FB); Referrals to website (GA) Facebook = FB; Twitter = TW; YouTube = YT; Google Analytics = GA Results Measurements Objective

206. KPI Engagement Interactions Active Users (FB); Total Interactions (FB); Ratio Visits/Visitors (FB); Ratio Interactions/Visitors (FB); Rating, Comments, Favorites (YT) Facebook = FB; Twitter = TW; YouTube = YT; Google Analytics = GA Results Measurements Objective

207. KPI Facilitate support Complaints & Resolutions Short-URLs (Bit.ly); Referrals to Website (GA); Number of complaints through Social Outlets Facebook = FB; Twitter = TW; YouTube = YT; Google Analytics = GA Results Measurements Objective

208. Facebook = FB; Twitter = TW; YouTube = YT; Google Analytics = GA Measurement Model Obj 1 Obj 2 Obj 3 Obj 4 Obj Awareness Engagement Influence Sales/Purchase Facilitate Support KPI Reach Interactions Click, Views & Leads Complaints & REsolutions Metrics Number of Followers, Fans, Susbcribers, Share Of Voice, Impressiones (FB), Video Views (YT), Visits/Visitors (FB) Active Users (FB); Total Interactions (FB); Ratio Visits/Visitors (FB); Ratio Interactions/Visitors (FB); Rating, Comments, Favorites (YT) Mentions of themes; mentions of products; Short-URLs (Bit.ly); Hastags; Tab Views (FB); Referrals to website (GA) Website (GA) Short-URLs (Bit.ly); Referrals to Website (GA); Number of complaints through Social Outlets

209. Facebook = FB; Twitter = TW; YouTube = YT; Google Analytics = GA Measurement Model Obj 1 Obj 2 Obj 3 Obj 4 Obj KPI Metrics

210. Scorecard Sample Scorecard Action Weight Impressions 1x Video View 3x Click Through 4x Rate Video 4x Share Video 10x Embed Video 20x Create Video 100x

211. Dashboard Report

212. How Brand “Ford” saw its Awareness ROI?

213. Ford Fiesta Launch http://www.youtube.com/watch?v=3cLCL24puV4

214. One more thing…

215. Listen

216. Questions Salomon Dayan: Email: sdayan@lih.com Twitter : http://twitter.com/sedayanr LinkedIn: http://do.linkedin.com/in/salomondayan Website: http://lih.com/