Social Media Strategic Planning

Social Media
Strategic Planning

Chris Burdge
Chris Burdge 
 250.508.7761
250.508.7761 www.bwest.ca
www.bwest.ca

Credentials

 Online marketing since 1994
 McCann Erikson, Publicis, Cove-Ito (Japan)
 Founded bWEST – July 2009
 Co-founded Social Media Camp – 2010

Relationship Marketing

Relationship marketing is defined as a form of marketing
developed from direct response marketing campaigns which
emphasize customer retention and satisfaction, rather
than a dominant focus on sales transactions.

Relationship marketing differs from other forms of marketing in
that it recognizes the long term value of customer
relationships and extends communication beyond intrusive
advertising and sales promotional messages.

Business is built on relationships

Relationships are built on trust

Trust is gained through communication

Trust is gained through engagement

“If business is built on
relationships,

making building them
your business.”

#SMCWS @b_WEST

Who are the Up &Stars Counted
Stand Rock Be of Social Media
Stand up (and keep standing) if:

 You have a social media strategy for your business
 Assigned specific responsibility for managing social media
 You update your blog at least once a week
Acquired a new customer via social media
 Improved customer service via social media
Track and measure results of social media efforts

How did they become social
media rock stars?

Social Media Strategic Planning

1. Objectives
2. Strategy
3. Tactics
4. Measurement

Chris Burdge
Chris Burdge 
 250.508.7761
250.508.7761 www.bwest.ca

Objectives

 Increase customer retention
 Increase website traffic
 Improve customer service
 Generate awareness

Chris Burdge
Chris Burdge 
 250.508.7761
250.508.7761 www.bwest.ca

Social Media Strategy

1. Content
2. Engagement
3. Management
4. Measurement

Chris Burdge
Chris Burdge 
 250.508.7761
250.508.7761 www.bwest.ca

1. Content

− Plan compelling, valuable content
− Copy, images, video
− Be authentic
− Story telling…
− Use your “social” voice…

Chris Burdge
Chris Burdge 
 250.508.7761
250.508.7761 www.bwest.ca

Developing Content

Know & understand your customers

− Customer survey
− Follow customers, prospects, competitors
− Monitor the social web
− Create 5 blog “themes”

Chris Burdge
Chris Burdge 
 250.508.7761
250.508.7761 www.bwest.ca

Five Themes
Demonstrate Your Expertise

1. Social Media Strategy
2. Trends
3. How to….
4. Changes
5. Best Practices

Chris Burdge
Chris Burdge 
 250.508.7761
250.508.7761 www.bwest.ca

2. Engagement

− Determine tools (Blog, Facebook,
Twitter, YouTube)
− Start slow, get comfortable
− Network building
− Engage … be “social”

Chris Burdge
Chris Burdge 
 250.508.7761
250.508.7761 www.bwest.ca

Chris Burdge
Chris Burdge 
 250.508.7761
250.508.7761 www.bwest.ca

3. Management (tools & systems)

− Identify resources
− Tools: Hootsuite, TweetDeck
− Listen & track religiously
− Create a System
− Work it…

Chris Burdge
Chris Burdge 
 250.508.7761
250.508.7761 www.bwest.ca

Content Publishing

 First, listen…
 What, how, when, where
 Scheduled posts
 Bulk scheduling
 Timing: when to post

Chris Burdge
Chris Burdge 
 250.508.7761
250.508.7761 www.bwest.ca

Listen for…

 Who’s talking about you, your company,
your industry
 What are they saying
 Look for opportunities to engage
 Provide customer service

Chris Burdge
Chris Burdge 
 250.508.7761
250.508.7761 www.bwest.ca

The 90 Day Challenge
Commit to doing the following for 90 days:

1. Tweet every day at least 3 times, more if you’d like
2. Talk about what you are passionate about
3. Find people to follow in various areas; business,
sports, passions
4. Create at least 2 lists e.g. business related, client
related
5. Retweet people who’s tweets you enjoy

Chris Burdge
Chris Burdge 
 250.508.7761
250.508.7761 www.bwest.ca

The 90 Day Challenge
6. Say something funny – show your sense of humor
7. Reply at least once a day with either a comment
or question
8. Post a few pictures
9. Use a few hashtags e.g. #nanaimo #condo or
others related to your business
10. Get to know Tweeps “IRL” by attending an event
e.g. a tweet-up

Chris Burdge
Chris Burdge 
 250.508.7761
250.508.7761 www.bwest.ca

Tweet Rule

10 : 1
Value-add : Marketing

Chris Burdge
Chris Burdge 
 250.508.7761
250.508.7761 www.bwest.ca

SM Strategy Breakdown

1. Content
2. Engagement
3. Management
4. Measurement

Chris Burdge
Chris Burdge 
 250.508.7761
250.508.7761 www.bwest.ca

SM Strategy Breakdown

4. Measurement
− Google analytics
− Viral Heat / Lithium
− Hootsuite
− Facebook

Chris Burdge
Chris Burdge 
 250.508.7761
250.508.7761 www.bwest.ca

The Hype… is true

Chris Burdge
Chris Burdge 
 250.508.7761
250.508.7761 www.bwest.ca

>50% of website traffic comes from
natural search

80%
of success is
just showing up
…on Google

People & Connections are the new SEO
People & Connections are the new SEO

Optimize your profile!
1. Title: Google Plus profile name
2. Image: Profile pic
3. Description: Introduction field on profile page
4. Links: Links field on you profile page
5. Unfortunately you can’t change your URL just yet

This info appears in search results –
take advantage of it.

Create your Google Plus
“Brand Page”

Chris Burdge
Chris Burdge 
 250.508.7761
250.508.7761 www.bwest.ca

What “Brand Pages” Don’t Have

• Custom / vanity URLs
• Cannot post directly to a page (only
comment on existing post)
• Pages cannot follow people (only after
they’ve followed you)

Chris Burdge
Chris Burdge 
 250.508.7761
250.508.7761 www.bwest.ca

Publishing & Managing
Content

Chris Burdge
Chris Burdge 
 250.508.7761
250.508.7761 www.bwest.ca

Control Your Posts
• Format content
• Edits posts
• Restrict comments
• Lock posts
• Mute “noisy” conversations

Chris Burdge
Chris Burdge 
 250.508.7761
250.508.7761 www.bwest.ca

Format the words in your posts

Chris Burdge
Chris Burdge 
 250.508.7761
250.508.7761 www.bwest.ca

It will look
like this.

Chris Burdge
Chris Burdge 
 250.508.7761
250.508.7761 www.bwest.ca

Send direct messages to
Send direct messages to
multiple people by
multiple people by
using the @ or +
using the @ or +
symbol followed by
symbol followed by
their name.
their name.

Let’s Review

1. Develop a strategy
2. Allocate resources
3. Listen, listen, listen
4. Always add value
5. Test, track & tweak
6. Success takes time…

Chris Burdge
Chris Burdge 
 250.508.7761
250.508.7761 www.bwest.ca

Tweet me maybe…

@b_west

Chris Burdge
Chris Burdge 
 250.508.7761
250.508.7761 www.bwest.ca

Social Media Strategic Planning

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