How to create a Multi Platform Social Media Marketing Strategy
1. How to create a Multi Platform Social
Media Marketing Strategy
By: Alixandra Porembski
Planning Logic
2. Social Marketing
Increased exposure is the top benefit of social
media marketing
89% of marketers stated that increased exposure was the
number-one benefit of social media marketing
When forced to only select one platform, 49% of
marketers selected Facebook, followed by LinkedIn at
16%.
69% of marketers plan on increasing their use of
YouTube, making it the top area marketers will invest in
for 2013.
5% of marketers are involved with podcasting, yet 24%
plan on increasing their podcasting activities in 2013
5. The 4Cs augment the 4Ps
The 4Cs
Content, Context,
Connection, and
Conversation
Inbound marketing strategy
generates demand through
thought leadership:
compelling prospects to
take action rather than
telling prospects to take
action
become a trusted advisor
during the buying cycle
relevance, timeliness, and
personalization matter most
to customer engagement
focus on a customer-centric
approach to marketing
The 4Ps
Product, Price, Place, and
Promotion
6. Multi Platform
Strategy
Share using different platforms:
blog, video and podcast.
Some people are readers, some are
listeners, some are watchers
By putting yourself out there, you
give people multiple
opportunities to find you
It’s essential to be consistent in
publishing content, be
consistent in your message and
be consistent in your branding
Publish content based on
experiences
Be transparent with all of the
different processes.
7. Backlinking Strategy & Process Overview
Anchor layer, links that you create which link directly to
your Niche site,
Indirect layer, which are links that you create which link
directly to your anchor layer
8. Blog
Increase recognition
Insert actions to be taken here
Example: X number of posts
Blog publication schedule
Add RSS button
Key Metrics:
Number of posts
Audience growth
unique and returns
Conversation rate
Conversions
Subscribers
9. Social Networks
Facebook Fan Page
create a group
encourage interaction
create content
participate in others groups
LinkedIn
create a group
encourage interaction
create content
participate in Q&A
Key Metrics:
Referrals from social networks
Friends on Social Networks
10. Microblogging
Promote company blog post
Communicate issues from social media to ensure
follow-up
Build reputation
Promote other social networking activities and sites
Key Metrics:
Friends/Followers
2nd-order followers
Velocity - avg. of first-and second-order followers attracted
per day since the account was established
Social Capital - influence of twitter followers
11. Online Video
Update videos on social video sites and link to Niche
site
Use videos to respond to questions and drive traffic
back to Niche website
YouTube
Create video series for YouTube
Key Metrics:
Referrals from social video sites
Views of videos on social sites
Pages ranking on key terms from YouTube
12. Podcasting
Create a podcast that can become a blog post
so the strategy works in both directions
Repurpose content for the resource section of Niche
site
Train podcast audience to get to your blog with calls
to action in your podcast.
Use a plugin and domain names for easy redirect URLs
Create list of podcast directories
Promote through podcast directories
Key Metrics:
Referrals from podcast directories
Views of podcasts if hosted on podcast sites
13. Continue the Conversation
Identify additional bookmarking sites that may drive
traffic
Like this!
Tweet this!
Tweet about our posts using hashtag #SXUGrBus
Share on Facebook
Ask us about the Graham School on Facebook!
Find the Graham School on LinkedIn!
Email is still the best tool to use to connect with
people in a direct and personal way
Email us grahamschool@sxu.edu
14. Survey results attributed to the 2013 Social Media Marketing Industry Report
by Michael Stelzner of Social Media Examiner
Sources Cited: Pat Flynn, Gleanster, and Marketo
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