Learn how to create an effective social media plan and how to set goals from GSMI's Social Media Strategies Summit by Elly Deutch.

1. How To Create An Effective
Social Media Plan and Set Goals
Elly Deutch
August 27, 2013
#SMSSummit

2. AGENDA
• Who is Elly Deutch?
• Leveraging your marketing material for social media
• Developing a social media strategy and policy
• Identifying the right social marketing and analytical
tools
• Collaborating on all your resources
• Socializing your website

5. Leveraging your existing
marketing material for
social media

6. Lift Off
• Create an audit
• Get to know your team
• Gather or develop all resources

7. Create audit of all existing marketing resources
- Company background, team bios, unique attributes
- Mission statement, objective, & company purpose
- Press releases, media kit & communications materials
- Past & current partners, sponsors or affiliates
- Website materials & managers contact information
- Email marketing materials & database
- Image Database
- Shared drive

8. Get to know your team
- Understand the value that they bring to the company,
and the resources you already may have in house
- Try a team building exercise to get to know all the
members in your organization
- Encourage the advancement of learning and education
- Touch base every week or every other week and
implement fun “non-work” related activity

9. Gather or develop marketing goals and objectives
- What are the goals of your company?
- What are the objectives or intentions of your company?
- What is the purpose of having a marketing strategy?
- How do you currently integrate these goals & objectives
into your marketing?
- How will you synergize these efforts with your social
media plan?

10. Developing a social media
strategy and engagement plan

11. IT’S AS EASY AS 1, 2, 3 (well sort of)
- Understand your opportunity
- Identify conversations
already happening around
your brand and integrate
with your current marketing
strategy
- Engage in conversation and
establish your social stature
to become an influencer in
the social space

12. 3 STEPS TO START CREATING CONTENT
VOICE
LANGUAGE
PURPOSE
What is your social voice?
Classy Excited Fun-loving
Sassy
Relatable
Easy-going
What type of language do you want to use to build
your online persona?
Authentic
Understanding Demanding
Action-oriented Family-friendly Realistic
What is the purpose of your voice and messages you
are sending to your customers?
Reward Entertain
Provide sustenance
Connect
Amuse Environment

13. Now that you’ve built your voice,
what percentage of your messaging is about….
Products
Lifestyle/
Culture
Brand

14. STEPS FOR BUILDING YOUR SOCIAL STRATEGY
LISTEN
MEASURE
GOALS/
OBJECTIVES
ENGAGE
DEVELOP
STRATEGY
BUILD
CONTENT

15. LISTEN
Your customers are your company, so it’s imperative
to listen and learn from their feedback.
- Do your homework and look at what people are currently saying
about your brand online
- Identify key influencers
- Keep an open mind and take everything into consideration
- Decide which networks generate the most conversations and
also serve a purpose for your brand*
- Analyze customer feedback (and track sentiment over time)
- Assess overall convos, and plan on best ways to engage

16. CREATE GOALS AND OBJECTIVES
- What are your marketing goals and objectives for your
company?
- Why do you want to enhance your social media
presence?
- What synergies do you see between your traditional
marketing and your social marketing?
- How can you align your goals and objectives within the
social space to maintain a consistent social voice?
- How can you help set reasonable, realistic guidelines
and expectations for your company?

17. DEVELOP YOUR SOCIAL STRATEGY
- Keep your goals and objectives top of mind
- Outline your social voice/online persona and stay consistent
- Create “Rules of the Road” guidelines for fans and employees
- Determine relevant topics, themes, news that you will engage in
- Start the dialogue with open-ended questions, photos,
promotions, campaigns, and loyalty programming
- Monitor and scan pages for comments, feedback and fan
inquiries
- Integrate response protocol tactics and crisis escalation plan

18. START CREATING YOUR CONTENT
- Start by writing what your company is about in 140 characters
- Think about available resources and material
- Break down content by topics and content buckets
- Promote company features, goals & mission in your social voice
- Keep it positive, relevant and fresh
- Write posts that would capture your eye as a consumer
- Get creative, especially with your partners and/or sponsors
- Position your company as an industry thought leader and influencer
- Test the waters and rinse, repeat

19. ENGAGE YOUR FACE OFF

20. MEASURE AND EVALUATE
- Establish metrics that are aligned with your goals and
objectives
- Research what analytics platform would be best to help you
achieve your goals OR develop a dashboard to track these
metrics over time
- Analyze, evaluate and implement key learnings into evolving
social media strategy

21. IDENTIFYING THE RIGHT TOOLS
TO HELP YOUR COMPANY GROW

24. WHY DO MARKETERS USE IT
- #1 social networking site on the web
- More than 1.15 billion users
- Instant and direct connection with consumers
- Photos and videos are most shareable content
- Ease of engagement and user generated content
- Variety of content options
- Innovative and on the forefront of digital tech

25. FACEBOOK INSIGHTS

26. WHY DO MARKETERS USE IT
- 600 million users, 200 million active & 400 million tweets
per day
- Real-time news feed from around the globe
- Connection to resources you’ve never had access to before
- Transparency and authenticity
- Instant customer service
- Standard for mobile marketing

27. TWITTER ANALYTICS

28. WHY DO MARKETERS USE IT
- World’s largest professional networking site
- 238m members in 200+ countries and territories
- Network includes multitude of Fortune 500 companies
and 85 of the Fortune 100 companies for corporate talent
search
- More than 2.6m Company Pages
- More than 1m Groups worldwide

29. LINKED ANALYTICS
- FREE company page insights
- Ability to post company updates
and industry articles
- Shows up in both desktop and
mobile devices
- Especially great for tracking B2B
relationships

30. WHY DO MARKETERS USE IT
- 500m users, 343 active users
- Optimize SEO rankings in #1 search engine
- Professional branded page like LinkedIn
- Control your content with Circles
- Opportunity to connect with broader fan base
- Google apps integration
- Google+ Hangouts/video chats
- Notifications

31. GOOGLE+ ANALYTICS

32. WHY DO MARKETERS USE IT
- World’s largest video sharing platform
- More than 1 billion unique users visit YouTube each month
- 4 billion views per day
- 25% of global video views on YouTube come from mobile
- According to Nielsen, YouTube reaches more US adults
ages 18-34 than any cable network
- 100 hours of videos are uploaded each minute

33. YOUTUBE ANALYTICS

34. CREATIVE
COLLABORATION

35. GET (EXTRA) CREATIVE
- Utilize your resources and creatively engage affiliates
- Like, follow & interact with your partners and sponsors
- Connect with the digital managers of the companies you work
with to team up and do great things
- Create content surrounding current campaigns of partners or
sponsors
- Install cross-channel marketing strategy
- Promote unique relationships and online connections

36. SOCIALIZING YOUR WEBSITE

37. INTEGRATING SOCIAL INTO YOUR WEBSITE
- Add visible social graphics and links to
your website
- Include social sharing buttons to your
website
- Utilize free blogging platforms with
built-in social features like Wordpress
- Embed social links into your website
pages and blog posts
- Integrate social analytic tracking tools
within your website infrastructure (i.e.
Google Analytics)

38. MAXIMIZING YOUR WEBSITE VISIBILITY
- Optimize social channels with similar imagery as on website
- Create online advocacy/loyalty program for returning customers
- Utilize Google Ad Words or Facebook Ads to drive traffic
- Identify media and relevant industry influencers, new customers
and returning visitors to your website
- Run progressive fan campaign to get X number of brand
advocates/visitors to your site by Y date for everyone to win Z
- Always analyze your progress and evolve your social strategy

39. MASTERING YOUR
SOCIAL MEDIA MARKETING

40. SOCIAL MEDIA GOLDEN RULES
1. No sex, drugs & rock-n-roll…or religion or politics. Ever.
2. Remember that nothing is ever “deleted.”
3. Avoid breaking news stories, unless 100% brand relevant.
4. Speak as the brand, not as yourself.
5. Tell the truth. Always.
6. Own your mistakes.
7. You’re only as good as the company you keep.
8. Be worth following.

41. MASTERING YOUR SOCIAL MEDIA STRATEGY
-
-
-
-
Don’t feel overwhelmed
Practice your 10,000 hours
Be a master of your own mind
Set yourself up for success, but
learn from your failures
- Educate yourself and learn from
others
- Influencers
- Top companies
- Blogs
- Help section
- FAQ
- Keep an eye on your competition

42. KEY TAKEWAYS
- Be social, don’t just be online
- Engage, interact and be transparent with fans
and followers
- Set up a reasonable strategic plan for your
organization, including analysis tactics on how
to track your success
- Believe in your brand
- Engage, network and always remember to have
fun!

43. QUESTIONS?
THANK YOU!

44. ellydeutch@gmail.com
@deutche on Twitter
http://linkedin.com/in/ellydeutch