Your business is important and connecting with your customers is vital.
While marketing makes your audience aware, being social makes them buy.
They buy into your brand, buy into your idea, buy your products.
Because social media is the single largest digital platform for business development, it's important that you make your mark. #sayitwithink
With the proper strategy, Social Media marketing online and offline creates limitless opportunities to engage customers in the moment.
Create the conversation, live the experience...#sayitwithink
1. B Y : D E R R I C K W A L K E R
F O R : S O C I A L I N K !
Creating a Social Media Plan
2. Overview
Social Media Channels
6 Steps to Creating a Social Media Plan
Budgeting for Social Media
Getting Started
Questions
3. What is Social Media
Social media is media designed to be disseminated
through social interaction, created using highly
accessible and scalable publishing techniques.
- wikipedia.org
4. What is Social Media?
An ongoing conversation that’s happening RIGHT
NOW
A promotional channel for content distribution
A long-term return on investment
A steady stream of information for:
Research
Feedback
Building Relationships with customers, clients, contacts
5. Current Statistics
Over 50% of people in the US have at least 1 social
media account
Social media makes up over 17% of all online usage
Overtaken email as #1 activity on the web
93% of Americans believe companies should have a
social media presence
85% believe those companies should be interacting with
customers
6. Social Media Facts- Facebook
1.5 Billion active users worldwide
819 Million on mobile devices
Mobile users are twice as active as non-mobile users
53% female, 46% male
300 Million Photo uploads per day
Thursdays and Fridays, engagement is 18% higher
Average time spent on Facebook is 20 minutes
4.75 Billion pieces of content shared daily
Largest segment is 25-34 years old
7. Social Media Facts- Twitter
1 Billion registered users
500 million tweets sent daily
100 Million active users daily
170 minute spent per user on Twitter Monthly
Peak days to tweet are Tuesday & Wednesday
Millennials and Teens are most active segment
8. Social Media Facts- Instagram
1oo million active users
40 million photos posted daily
8500 likes per second
1000 comments are made per second
98% of Instagram photos are shared to Facebook
28% The most active ages are 30 and 49 use
9. Social Media Facts- YouTube
1 Billion unique visits each month
Over 6 billion hours of video are watched each
month on YouTube
Almost an hour for every person on Earth, and 50% more than
last year
100 hours of video are uploaded to YouTube every
minute
70% of YouTube traffic comes from outside the US
According to Nielsen, YouTube reaches more US
adults ages 18-34 than any cable network
10. Social Media Facts- Pinterest
70 Million users as of 2013
47% of US online consumers have made a purchase
based on recommendation from Pinterest
Pinterest generates 4x more revenue per click than
Twitter and 27% more than Facebook
Pinterest buyers spend more money on items than
any of the other top 5 social media sites
Conversion rates for Pinterest traffic are 50% higher
than conversions from other traffic
80% of total pinterest pins are repins
11. Social Media Facts– Google+
Over 350M Users
Google plus has great SEO benefits
Google plus links are all “dofollow”, meaning they pass
valuable link juice
Posts are crawled and indexed immediately
Bots crawl 2,500 words on a + page, vs 275 on Facebook
Google Plus for business offers more integrated
analytics on your business page
12. How is Social Media Used?
Customer Service
Product/Service Feedback
Networking and Job Searching
Lead Generation/Sales
Promotions
News
Internal communication
13. Creating a Social Media Plan
Steps:
1. Preplanning
2. Listen to the Conversation
3. Create Your Target Profiles
4. Set Specific Goals
5. Join the Conversation
6. Measure ROI
14. Step 1 - Preplanning
Questions to ask internally:
Where do our customers get their information
What influences our customers?
How does information flow in our industry?
What promotional channels are we currently using?
What is currently working the best/worst?
What is my sales funnel? How are leads qualified?
Asking questions indicates how social media can be
used to complement your business goals.
15. Step 2 – Listen to the Conversation
Secure your brand on social platforms
Usernames are often unique
Use consistent usernames across all platforms
Set up monitoring channels
Google Alerts
Tweet Reach
Tagboard
Twitter Search/Twitter Lists
Monitor: individual influencers, competitors,
blogs/comments, and industry news sources
16. Step 3 – Create Your Target Profile
Focusing on key target segments lowers marketing
costs
Example:
Target Audience is 25-35
$350 Billion in spending power
Spend 20 hours online weekly
96% of them join social networks
This information can be gathered through market
research, surveys, or previous studies
What is the perfect prospect?
17. Step 3 – Create Your Target Profile
Find key attributes from monitoring channels
Chart presence on social media
Determine Market Segmentation
Demographic
Geographic
Psychographic
Behavioralistic
Continue gathering customer data at each step of
your plan
18. Step 4 – Set Specific Social Goals
Increase brand awareness
Generate Leads
Increase traffic/Opt-ins
Develop relationships with current customers
Boost SEO/SEM results
Reduce CRM costs
Increase Revenue
19. Step 5 – Join the Conversation
3 Phases of Social Equity
Awareness
Qualify fans and followers as leads
Engagement
Increase long-term communication
Exclusive promotions will help turn advocates into customers
Social Commerce
Determine small data set to introduce products to
Gather product reviews
20. Step 5 – Join the Conversation
Establish an Editorial Calendar
Choose specific days for posting content
Be consistent – you’re a news source
Helps stay on track and organize content
Choosing specific topics each day helps find content ideas
Share calendar with everyone involved
Use video to build quality content
Doesn’t have to be professional
Include descriptions and tags for search engine optimization
Post video with content on your blog/website
21. Step 5 – Join the Conversation
Be Transparent and Authentic
Don’t be evasive
Offer your name, title, experience
Admit your interests in the topic
Define your credibility (Use LinkedIn to build your credible
profile)
Contribute quality input on topics of interest
Strive to answer questions about your authenticity
Don’t focus on selling, focus on engagement
Earn a reputation, build trust, then sell to qualified
leads
22. Step 5 – Join the Conversation
Be the expert in your industry
Write about what you know
Offer insights to those who ask for it
Share links to resources you think add to the conversation
Use topics you monitor to start conversation
Articles/blog posts
Community Forum Threads
Conversation from social media groups
When customers trust your content, they’ll trust
what you’re selling
23. Step 5 – Join the Conversation
Have rules of engagement
Know what to do with negative responses
Determine who in your organization is involved in responding
Admit to mistakes and thank those who bring it to attention
Respond Kindly
Share these rules with your team
Turn brand “detractors” into “advocates”
People remember bad experiences, but will buy again if it’s
corrected
24. Step 6 – Measure Your Returns
What is a Return?
Non-financial
Visitors, word of mouth, page views, fans, followers, referrals
Financial
Sales, Transactions, Coupons
ROI
Not all returns have to be $$ to bring value
25. Step 6 – Measure Your Returns
Qualitative
Are we part of our industry’s conversation?
How do our customers perceive us versus our competitors?
Did we build key relationships?
Are we moving from monologue to dialogue?
Quantitative
Website Analytics
Social Mentions
SEO Rankings
Linkbacks
Subscribers
26. Step 6 – Measure Your Returns
Establish before/after baseline
What did our online environment look like before social
media?
What online channels were we using?
What does it look like now?
Determine hard numbers here
5.5% conversion rate before
8.5% conversion rate now
This baseline should track at least 6 months
27. Step 6 – Measure Your Returns
Develop Activity Timeline along same baseline
Diagram exact dates in which key SM activities
occurred
8/11 blog started
8/13 Facebook page started
9/15 FB ad campaign begins
9/17 FB ad ended
Note Milestones on diagram
500/1000/10,000 fans
100 clicks back to blog link
28. Step 6 – Measure Your Returns
Look at Key Performance Indicators (KPI)
Transactions
New Customers
Sales
Revenue
Average Order Size
E-mail list size
Use Google Analytics to determine exact numbers
What are the transaction precursors?
Brand mentions
Loyalty metrics
In-Store traffic (Online/Off-Line)
Free sample offers
29. Step 6 – Measure Your Returns
Overlay all timelines and look
for patterns
SM Activities
Web Analytics
Store Metrics
Loyalty Metrics
Circle areas where increases
occur
How were specific numbers
achieved?
Facebook promotion
Product launch
Press release
Coupon offer
30. Budgeting for Social Media
Allocation vs. Addition
Do you raise new funds or borrow from existing budgets?
How to determine Allocation or Addition
What are your goals?
How much is your existing marketing budget?
Which current tactics work? Which are most expensive?
What internal resources are available?
31. Budgeting for Social Media
What to budget for:
Time
Design and Branding
Analytics Tools
Social Monitoring
Automation Applications
Social Media Advertising
Outsources/Consulting
32. How to Get Started
Start with platforms you can actively maintain
What outsourcing is needed?
Design, development, content management, market research
Plan your content flow
Will you push content through all channels?
Find tools to automate processes
Tweetdeck (now by Twitter)
Hootsuite
Sprout Social
Mailchimp
Tweetreach