2. social media tactical plan
This plan includes the tactical objectives to be used to accomplish the following social media goals:
1. Increase inbound leads at a low cost
2. Expand reach of thought leadership content
3. Engage and excite influencers
4. Better understand, identify, and engage potential buyers
5. Improve customer service and satisfaction
6. Enhance outbound campaign program effectiveness
Blog 3
Social Networks 4
Microblogging 5
Social PR 5
Widgets 5
Booking Marking / Tagging 6
Social Apps & Voting 6
Blog Commenting / Q&A Sites 6
Online Video 7
Photo Sharing 7
Podcasting 7
Presentation Sharing 8
Additional Notes & Objectives 8
ยฉ 2012 Marketo, Inc | US +1.877.260.6586 | UK +353.1.242.3000 | www.marketo.com | www.twitter.com/marketo | blog.marketo.com 2
3. Blog - X hours daily/weekly/monthly
Short term objectives: Key Metrics:
โข Increase recognition โข Number of posts
โโ Insert actions to be taken here โข Number of social shares
โโ Example: X number of posts โข Audience growth- unique and returns
โโ Blog publication schedule โข Conversation rate
โโ Add RSS button โข Conversions
โโ Include social share buttons โข Subscribers
โข Inbound links
โข Increase engagement โข Technorati, Alltop, and other directory listings
โโ Insert actions to be taken here โข SEO Improvements
โโ Encourage comments, forum pages, etc.
โโ Add social share buttons
ยฉ 2012 Marketo, Inc | US +1.877.260.6586 | UK +353.1.242.3000 | www.marketo.com | www.twitter.com/marketo | blog.marketo.com 3
4. Social Networks - X hours daily/weekly/monthly
Short term objectives: Key Metrics:
โข Facebook Fan Page โข Facebook Likes and posts
โโ Insert strategic objective โข Linkedin Followers
โโ Share a mix of relevant links, engaging content, โข Referring traffic
videos, and polls โข Linkedin Group members
โโ Make sure you promote upcoming events and โข Linkedin Discussions
create them in the events tab
โข Google+ Circle adds/followers
โโ X posts per day
โข Google+ mentions
โโ Engage with influencers
โข Pinterest pins and follows
โข Kred and Klout scores
โข LinkedIn
โโ Insert strategic objective
โโ Create a group
โโ Add something about posting content to the
LinkedIn company page
โโ Identify other groups to follow and participate
โโ Encourage employee participation
โโ Monitor and participate in Q&A
โโ X posts daily
โข Google+
โโ Optimize for SEO
โโ X posts per day
โโ Share engaging content, videos, images, and
relevant links
โโ Comment on posts
โโ Utilize Google Hangouts
โโ Create and promote upcoming events
โข Pinterest
โโ Create boards leveraging both content and
company culture
โโ Follow other businesses, thought leaders,
customers, and partners
ยฉ 2012 Marketo, Inc | US +1.877.260.6586 | UK +353.1.242.3000 | www.marketo.com | www.twitter.com/marketo | blog.marketo.com 4
5. Microblogging (Twitter) - X hours daily/weekly/monthly
Short term objectives: Key Metrics:
โข Promote content through Twitter โข Followers
โข Segment influencers and create lists โข Mentions
โข Utilize promoted Tweets โข Retweets
โข Communicate support issues from Social โข Retweet Reach
Media to support team, ensure follow-up โข Replies Reach
โข Listen to relevant conversations โข Number of lists
โข Build reputation โข Social Capital--influence of Twitter followers
โข Number of potential prospects sent to sales
โข Posts
Social pr (bloggers) - X hours daily/weekly/monthly
Short term objectives: Key Metrics:
โข Update bloggers on a regular basis about all โข Posts by social press
new thought leadership and new products โข Referrals from social press
โข Interact with (plus interview, video, etc) at
all relevant marketing conferences and local
events
widgets - X hours daily/weekly/monthly
Short term objectives: Key Metrics:
โข Update bloggers on a regular basis about all โข usage of widgets (by count)
new thought leadership and new products โข Posts/mentions about social widgets offsite
โข Interact with (plus interview, video, etc) at โข Referrals from offsite widgets (if any)
all relevant marketing conferences and local
events
ยฉ 2012 Marketo, Inc | US +1.877.260.6586 | UK +353.1.242.3000 | www.marketo.com | www.twitter.com/marketo | blog.marketo.com 5
6. Bookmarking/tagging - X hours daily/weekly/monthly
Short term objectives: Key Metrics:
Post key thought leadership to:
โข Referrals from bookmarking/tagging sites
โข Reddit โข Pages ranking on key terms from
โข Digg bookmarking/tagging sites
โข Stumbleupon โข Views and submissions
Participate in communities:
โข Review blog sources to identify additional
bookmarking sites that may drive traffic
peer to Peer Social sharing apps - X hours daily/weekly/monthly
Short term objectives: Key Metrics:
โข Add a social element to every campaign to โข Social profile data capture
expand reach and increase engagement โข Social reach
โข Share videos, reviews, ratings, and polls โข Impressions
โข Use promotions and contests to spread your โข Social activity and conversions
message like refer-a-friend and flash deals.
โข Influencers and fans
โข Campaign performance and ROI
โข Trends over time
Blog commenting/Q&A Sites - X hours daily/weekly/monthly
Short term objectives: Key Metrics:
โข Participate on relevant message boards, โข Increased brand awareness on influential
blogs, and Q&A platforms blogs
โข Provide insight and thought leadership within โข Link-backs and referring traffic
your comments โข Influencer mentions
โข Only include a link-back when relevant
โข Work positive comments into your posts and
then follow-up with a more detailed planation
โข Focus on building relationships
ยฉ 2012 Marketo, Inc | US +1.877.260.6586 | UK +353.1.242.3000 | www.marketo.com | www.twitter.com/marketo | blog.marketo.com 6
7. online video - X hours daily/weekly/monthly
Short term objectives: Key Metrics:
โข Update videos on social video sites and link to โข Referrals from social video sites
core site โข Views of videos on social sites
โโ YouTube โข Pages ranking on key terms from YouTube
โโ Facebook
โข Create video series for YouTube
Photo sharing - X hours daily/weekly/monthly
Short term objectives: Key Metrics:
โข Encourage employees to share any interesting โข Referrals from photo sharing sites
and marketing relevant photos from social โข Views of photos on social sites
marketing or sales events
โข Pages ranking on key terms from photo
โข Take pictures of any relevant marketing events sharing sites
โข Utilize photo sharing sites to share images
with links back to blog and core site
โโ Flickr
โโ Facebook Photo Gallery
โโ Our Blog
โโ Google Plus Photo Albums
Podcasting - X hours daily/weekly/monthly
Short term objectives: Key Metrics:
โข Create list of podcast directories โข Referrals from podcast directories
โข Repurpose webinar content when applicable โข Views of podcasts if hosted on podcast sites
for resource section, promote through podcast
directories and iTunes
โข Record relevant phone conferences for use
as podcasts, promote through podcast
directories
ยฉ 2012 Marketo, Inc | US +1.877.260.6586 | UK +353.1.242.3000 | www.marketo.com | www.twitter.com/marketo | blog.marketo.com 7
8. Presentation sharing - X hours daily/weekly/monthly
Short term objectives: Key Metrics:
โข Create X Slideshare presentations per quarter โข Followers
โข Post webinars, slide decks, infographics โข Presentations
โข Optimize for SEO โข Presentation views
โข Generate views and leads โข Number of leads generated
โข Total views
โข Downloads
โข Favorites
โข Tweets
โข Facebook likes
additional notes & objectives
โข Match Buyer Personas to Social Media sites, adjust strategy above to better fit personas
โข Train sales about better use of social media
โข Create company social media policy
โข Discuss social media policy with SEO and SEM vendors
โข Encourage employees to be active participants in social media--donโt be afraid to incentivize!
ยฉ 2012 Marketo, Inc | US +1.877.260.6586 | UK +353.1.242.3000 | www.marketo.com | www.twitter.com/marketo | blog.marketo.com 8
9. About Marketo
Marketo is the fastest growing provider in Revenue Performance Management.
Marketoโs powerful yet easy-to-use marketing automation and sales effectiveness
solutions transform how marketing and sales teams of all sizes work โ and work
together โ to drive dramatically increased revenue performance and fuel business
growth. The companyโs proven technology, comprehensive services and expert
guidance are helping enterprise and mid-market companies around the world to
turn marketing from a cost center to a business-building revenue driver. Marketo
also offers Spark by Marketoโข, a new brand of marketing automation tailored
specifically for small businesses โ the fastest-growing and largest segment of
todayโs economy.
U.S.A. Headquarters EMEA Ltd.
901 Mariners Island Blvd, Suite 200 Cairn House
San Mateo, CA 94402 South County Business Park
Tel: + 650.376.2300 Leopardstown
Fax: + 650.376.2331 Dublin 18, Ireland
www.marketo.com Tel: + 353.1.242.3000
blog.marketo.com
www.twitter.com/marketo
Sample Social Media Tactical Plan