Your Social Media Plan in 6 Steps

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@thinksocialbe

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Www.Mywebsite.Com | +12 34 567 890 | Street Address 12345, City, Country

6 Step Social Media Plan

Social Media Channels

6 Steps to Creating a Social Media Plan

Budgeting for Social Media

Getting Started

www.thinksocial.be | +32 474 259 302 | Lindberg 44, 2520 Antwerp, Belgium

What is Social Media ?

Social media are media for social interaction, using highly accessible and
Wikipedia
scalable publishing techniques. Social media use web-based technologies to turn
communication into interactive dialogue. Andreas Kaplan and Michael Haenlein also
define social media as "a group of Internet-based applications that build on the
ideological and technological foundations of Web 2.0, which allows the creation and
exchange of user-generated content."[1] Businesses also refer to social media
as consumer-generated media (CGM). A common thread running through all definitions
of social media is a blending of technology and social interaction for the co-creation of
value.

…social media isn’t media at all–it’s simply a conversation with two or more people. It’s
Scott Stratten
an action. Not a site. Social media isn’t twitter. Or Facebook. It isn’t the new website
flavor of the week. It’s the ability to have conversations online with others, whether it is
your market, customers, colleagues, or anyone who happens to come across your
conversation.
(Scott Stratten, Unmarketing)


Wat is Sociale 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


Some Figures

4.5 MIO Facebook users in Belgium

Almost 1 MIO Linkedin Proﬁles

100K Twitter Proﬁles

+/- 10K Google+ members

+/- 600K videos on Youtube

( bron: bvlg.be )


Facebook Facts

750 Million Active Users Worldwide

200 Million On Mobile Devices

x2 twice as active as non-mobile users

70% Users outside of the U.S.

130 Average number of friends

90 Average pieces of content / month

35-40y Fastest growing segment


Twitter Facts

150 Million Registered Users

460.000 New Accounts Daily

182% Increase of Mobile Use

140 Characters Max

140 Million Tweets Daily

640 Tweets per Second


YouTube Facts

35 Hours of Video uploaded every Minute

2 2nd Largest Search Engine on the Web

2 Billion Views Daily


Use of Sociale Media?

Customer Service

Product / Service Feedback

Networking and Job Searching

Promotions

News

Internal Communications


Sociale Media Planning

Preplanning

Listen to the Conversation

Create Your Target Proﬁles

Set Speciﬁc Goals

Join the Conversation

Measure ROI


Step 1 - Pre-Planning

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?

Asking questions indicates how social media can be used to complement your business goals.


Step 2 - Listen

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

✓ Radian6, Hootsuite etc

Monitor inﬂuencers, competitors, blogs/comments, and industry news sources


Step 3 - Target Proﬁles

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


Step 3 - Target Proﬁles

Find key attributes from monitoring channels

Chart presence on social media

Market Segmentation

✓ Demographic
✓ Geographic
✓ Psychographic
✓ Behavioralistic
Continue gathering customer data at each step of your plan


Step 4 - Social Goals

Increase brand awareness

Increase traﬃc/Opt-ins

Develop business partnerships

Boost SEO/SEM results

Generate Leads

Reduce CRM costs

Increase Revenue


Step 5 - Join the Conv

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



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



Be Transparent and Authentic

✓ Don’t be evasive
✓ Oﬀer your name, title, experience
✓ Admit your interests in the topic
✓ Deﬁne your credibility

Strive to answer questions about your authenticity

Don’t focus on selling, focus on engagement

Earn a reputation, then introduce trusted products



Have rules of engagement

✓ Know what to do with negative comments
✓ Determine who is involved in responses
✓ Admit to mistakes and thank those who bring it to attention
✓ Respond Kindly
Share the rules with your team

Turn brand “detractors” into “advocates”

✓ People remember bad experiences, but will buy again if it’s corrected



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

When customers trust your content, they’ll trust your products


Step 6 - Measure Returns

What is a Return?

✓ Non-ﬁnancial
๏ Visitors, word of mouth, page views, fans, followers
✓ Financial
๏ Sales, Transactions, Coupons
๏ ROI
✓ Not all returns have to be $$ or €€ to bring value !



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


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



Develop Activity Timeline along same baseline

Diagram exact dates in which key SM activities occurred

✓ 11/8 blog started
✓ 13/8 Facebook page started
✓ 15/9 FB ad campaign begins
✓ 17/9 FB ad ended
Note Milestones on diagram

✓ 500/1000/10,000 fans
✓ 100 clicks to blog link



What are the transaction precursors?

✓ Brand mentions
✓ Loyalty metrics
✓ Store traﬃc
✓ Free sample oﬀers
Overlay all timelines and look for patterns

✓ SM Activities
✓ Web Analytics
✓ Store Metrics
✓ Loyalty Metrics


Social Media Budgetting

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?


Social Media Budgetting

What to budget for?

✓ Time
✓ Design and Branding
✓ Analytics Tools
✓ Social Monitoring
✓ Automation Applications
✓ Social Media Advertising
✓ Outsources/Consulting


Getting 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
✓ Hootsuite
✓ Sendible


Additional Resources

Blogs

✓ Socialmediaexplorer.com
✓ Socialmediatoday.com
✓ BrianSolis.com
✓ Mashable.com


The Strategies

BLOGS TOOLS

✓ Socialmediaexplorer.com ✓ Tweetdeck.com
✓ Socialmediatoday.com ✓ Ping.fm
✓ BrianSolis.com ✓ Hootsuite.com
✓ Mashable.com ✓ Trackur.com
✓ Socialmediaexaminer.com ✓ Socialmention.com
✓ Jeﬀbullas.com ✓ Sendible.com
✓ Marismith.com ....


Questions ?

@thinksocialbe +32 (0) 3 366 35 45

thinksocialbe wim.temmerman

Lindberg 44, 2520 Antwerp, BE www.thinksocial.be


31

See you in a next Presentation !

THANK YOU 

Www.Mywebsite.Com | +12 34 567 890 | Street Address 12345, City, Country

08/25/11

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Your Social Media Plan in 6 Steps