Strategic Planning

Developing a Plan to Launch

Your Social Media Effort

How You Decide to Use Social Media

• For fun

• For business

Strategy

How to achieve your business goals…

in a way that’s measurable…

makes sense for your business…

and inspires customers to take action.

What do you want them to do?

• Call to Action– Invitation to potential customers to

engage them in action that benefits your business goals and objectives

• Must be sticky– Ongoing engagement

• Must convert– Leads or purchases

Channel Planning

Content Creation

Community Management

Measurement and Evaluation

Online Monitoring

Key Components

Channel Planning

• Channels used by target

audience

• Message frequency

• Cross-promotion opportunities

Online Monitoring

• Social media is your focus group– Marketing research– Crisis management– Search for your name, industry, competition

• Listening tools– Free tools

» Google Alerts, Social Mention– Paid tools

» Radian6, AlterianSM2, BigMethod

Content Creation

• Your bank of stuff

• Editorial Calendar

– Planning tool

– Determined in advance

– Guides how you will participate in social media

conversations

Community Management

• Appoint team

– Customer Service, Marketing, PR, C-suite

– If you’re a small business, you must think with multiple

hats

• Communications Guidelines

– Customers

– Employees

• Engage in regular management

– Content management

– Scheduling capability

– Optimal times

Measurement & Evaluation

• Define and measure progress

– Conversation

– Web Traffic and activity

– Sales and lead generation

– Customer satisfaction and feedback

– Review strategy and objectives

Supporting a Larger Communications Plan

• Social media should not live in a silo

• Integration

• Support

• Cohesive brand messaging

Topline Takeaways

• Decide which channels to use in your social media effort

• Monitor what people are saying about you, your products and your

competition

• Create a bank of engaging and relevant content to share with your

fans

• Determine how you will manage your community for regular and

ongoing communications

• Use calls to action to entice your visitors to stick around and steer

them toward conversion

• Measure your progress and adjust your strategy and tactics

• Make sure all of your social media efforts are working together

Q & A