This document discusses strategic social media planning. It emphasizes that traditional marketing is becoming less effective and brands must adapt by building trust and engaging audiences through branded content shared on social media. Specifically, it recommends starting with authentic stories that help customers and are shared organically. It also stresses the importance of monitoring social media to address issues, share praise, help customers, and discover influencers. Brands should define and measure success using various metrics like content consumption, audience engagement, and desired business outcomes.

1. SOCIAL MEDIA STRATEGIC
PLANNING
Social Media Bootcamp

2. Traditional marketing channels are becoming less
effective in capturing and engaging the attention of today’s
perpetually connected consumers.
The challenge of today’s brands is to adapt their
marketing strategies in an effort to build brand advantage in
the face of consumers’ rapidly changing media consumption
landscape.
In addition, today’s millennial generation does not trust
traditional advertisements, only 6% of millennials consider
on-line advertising to be credible.
Branded content will allow brands to meet this challenge,
building a trusted, remarkable, unmistakable, and
essential brand in the eye of the consumer.
Beginning With The Story

3. Beginning with the Story
 Stories that:
 Are native, not
deceptive
 Are individual, and
ready to evolve
 Deliver on emotion
 Reserve judgment
 Act like the locals

4. Beginning with the Story
 Stories that help
customers
 Solve a problem
 Escape for the
moment
 Fuel their creativity
and play
 Spotlight pop culture
 Discover new things
 Succeed

5. “Because of their consumption patterns
and willingness to share content
regardless of its origins,” said Lauren
Weinberg, VP of Insights at Yahoo,
“Content marketing is an especially
effective way to reach customers.”
Shared Through Social Media

6. Shared Through Social Media
 Monitoring your social media
allows you to:
 See complaints and address
them immediately
 Share the compliments (with
a simple “Thank You”)
 Help solve customer
problems (and let others see)
 Answer questions
 Know what’s next
 Manage crisis (before they
escalate)
 Monitor the competition
 Spot the trends
 Discover your influencers
(brand advocates)
 Reach potential prospects

7. Measure, learn, optimize, and begin again.
Focus should be placed on four types of
metrics: content consumption; audience;
strategic mileposts, and desired business
outcomes (ROI).
Social Media Strategic Planning

8. Define What Success Means, Short and
Long-Term.
 Are people sharing
the content with
their networks?
Metrics: Number of
shares, number of
Tweets, number of
Pins, etc.

9. Define What Success Means, Short and
Long-Term.
 Is the audience
engaging with the
content? Metrics:
number of
comments, shares,
downloads, likes
along side time on
page, pages per
visits, repeat visits

10. Define What Success Means, Short and
Long-Term.
 Is your audience
interested in
learning more?
Metrics: Requests
for additional
information,
completion of
content forms, traffic
to statefarm.com

11. Define What Success Means, Short and
Long-Term.
 What sources are
driving your on-
site traffic? Metrics:
Keyword
performance,
referrals, organic
search results,
campaign traffic

12. Define What Success Means, Short and
Long-Term.
 And other
consumption/brand
metrics like:
 Increase in
conversions
 Increase in organic
traffic to targeted
digital
 Increase in audience
engagement
 increase in brand
awareness

13. As identify the analytics to measure, it is
important to ensure that this intelligence is
actionable.
Social Media Strategic Planning

14. SOCIAL MEDIA STRATEGIC
PLANNING
Exercise