Download the Social Media Planning Template at http://www.fourquadrant.com/product/social-media-planning-template/ The Social Media Planning Template is designed for Marketeer's to educate the organization and to form the basis for your Social Media go-to-market plan. The template summarizes the disruption in power that social media has brought about, its impact on the organization and specifically Sales & Marketing. Download the PowerPoint template to harness social media by developing strategies and tactics to increase awareness that will create pipeline. Download go to market planning templates at http://www.fourquadrant.com/products/

1. Social Media Planning
This SlideShare presentation includes 10 of the 20 slides available in the
Social Media Planning Template.
Download the complete template at:
www.vpmarketingondemand.com/templates
www.vpmarketingondemand.com/templates

2. Outline
1 A Shift in the Balance of Power
2 Social Media’s Impact on the Organization & Marketing
3 Increase Awareness & Generate Interest
4 The Social Buyer, OPN & Engaging the Pack
5 Social Media Engagement Funnel & Marketing Engine
6 Leveraging Content in Social Media
7 Complexities & Challenges in Social Media
8 Where to Start
9 Social Media in the New & When to Act
10 Metrics

3. Shift in the Balance of Power
Today
Today, individuals
Today, individuals
Yesterday, companies
Yesterday, companies gather information on
gather information on
dictated, what, when
COMPANIES
COMPANIES dictated, what, when
and how they would
and how they would
companies when they
companies when they INDIVIDUALS
INDIVIDUALS
want to and from whom
want to and from whom
communicate to buyers
communicate to buyers they want to
they want to
Yesterda
y

4. Social Media‘s Impact on the Org
Marketing & Sales
Marketing & Sales Development
Development
 Company to many vs. many to the
Company to many vs. many to the  Transofrms alpha and beta testing
Transofrms alpha and beta testing
company
company  Harnesses bi-directional information
Harnesses bi-directional information
 Segmentation
Segmentation flows
flows
 Sales and buying process
Sales and buying process  Supports agile development
Supports agile development
D
ev
 Product launch  Allows more testing of smaller
ke &
Product launch Allows more testing of smaller
g
functioanlity sets
el
ar es
functioanlity sets
tin
 Engaging customers and prospects
op
Engaging customers and prospects
M Sal
 Enables shorter development cycles
Enables shorter development cycles
m
 Revenue generation
Revenue generation
en
 Generrates new product ideas
Generrates new product ideas
 Brand building
Brand building
t
Employees
Employees Support
Support
Em
t
 Empowers employees to communicate  One size fits one customer support
or
Empowers employees to communicate One size fits one customer support
key messages
pp
key messages
pl
 The community supports the community
The community supports the community
oy
Su
 Convenient and sometimes preferred
Convenient and sometimes preferred
medium of communication to inform  7*24*365 by all communication vehicles
ee
medium of communication to inform 7*24*365 by all communication vehicles
employees
employees
s
 Instantaneous support
Instantaneous support
 Effective channel for recruiting
Effective channel for recruiting  All mediums: text, screenshots, audio
All mediums: text, screenshots, audio
 Creates new positions in the and video
and video
Creates new positions in the
organization
organization

5. Inrease Awareness & Generate
Interest
The Social Consumer
The basic premise is that there are leaders and
followers and there really aren’t that many true leaders.
Other People’s Netowrks
When you reach an individual, leverage them to
bridge you into their network.
Engage the Pack
These are individuals that influence followers based on their thought
leadership or technical know how from using the product or service.

6. The Social Buyer
A
Se
ns
User Reviews A Sense of Urgency
People trust others like themselves so Fear, uncertainty and doubt are still
eo
w
user reviews are the next best thing to motivators. Communicating a special
vie
first hand experience. offer, special price or limited time only
fU
minimizes procrastination.
Re
rg
en
er
Us
cy
What’s Hot
What’s Hot
Creating something interesting,
engaging, topical or funny is a way that
individuals become evangelists by
endorsing you to their network.

7. Other People’s
Networks/Relationships
Appealing to
Influencers
Prosumer Influencer Led
Influencers have significant followers and
carry a lot of weight. Influencers have
tremendous powers of persuasion over
their followers and can use their personal
Prosumer Led networks to make or break a company.
Prosumers are technically consumers/individuals
but their technical expertise in a product or
service ranks them as a peer to product people
inside of a company. There focus is purely on
usage and they communicate their experience.

8. Social Media Marketing Engine
Thought leadership, domain expertise, hot topics, and association with
influencers. Short, pithy text with headers, bullets and images and
leverage all social mediums.
Content
Grow your span of influence by:
Hijack Conversations – jump in when you have value
Publish or Perish – continuously produce fresh content
Scratch Backs – build relationships with key influencers
Profiling – create target profiles of customers and track them
Engagement
Social Media has created a sense of entitlement that content is free.
Offering a 10 question reg form with mandatory questions does not work
here. Providing abstracts, downloads, portions of presentations and
highlights form content must be offered for minimal contact information—
if a user sees value they will engage.
Actions
Prospects are reseaching your company well before anyone from Sales
or Marketing has reached out to them. Many times, your company will be
disqualified before you even become aware. With prospects having
access to content, product, influencers and your customers, they are
much more knowledgable and more qualified when they do engage.
Pipeline

9. Leveraging Content With Social
Media
 Tweet the blog
 Post to LinkedIn page
 Guest blog
 Post to Facebook
 Have other bloggers  Tweet the content to followers
blog  Have followers retweet
 Tweet to # groups of interest
 Tweet to @ based on other people’s
followers
 Post slides for download
 Post slides w/no download, drive to
site
 Post slides w/partial download  Add content to pages of site
 Add content as a digital asset
 Include the content in a blog
 Create PPC
Conten  Post a video of the content
 Post a podcast of the content
t
 Post a comment
 Request likes
 Ask friends to share the comment
 Post to your page
 Share with groups
 Share with your connections
 Ask a question and post the content
as the response
 Post images of the content
with a link and text

10. Complexity Increases
Infrastrucutre
Requirements
Support Strategy
Responding to users requests
regardless of time of day or day
Strucutre
Development
Soliciting the served market for insight into
functions, features and user experience
Process
HR
Responding to employment
requests and seeking talent
Systems
Sales
This is a placeholder text. This text can be
replaced with your own text. Technology
Marketing People
The creation of a FB, Twiiter and LI
account to push out press releases
and promotions

11. When to Act
W
Wh
ha
att
tto
od
do
o

12. Next Steps
This SlideShare presentation includes 10 of the 20 slides
available in the Social Media Planning Template
To view all 20 slides, and other go-to-market planning templates
for demand management, websites, demand creation, investor /
board presentations, go-to-market planning and messaging,
please visit
www.vpmarketingondemand.com/templates
www.vpmarketingondemand.com/templates