WFE FINAL

1. WFE Social Media Tactical Plan
This plan includes tactical objectives necessary to accomplish two primary
goals of a social media campaign: 1. increase unique traffic to
WayneFosterEntertainment.com and 2. convert anonymous traffic to known
visitors and leads by promoting premium content to visitors from
social media sites via free content.
Immediate Goals (Consolidate and Beautify) ................................. 2
Weekly Goals (Blogs & Social Networks) ........................................ 3
Weekly Goals (Microblogging and Research & Development) .......... 4
Weekly Goals (Online Video and Photo Sharing) ............................... 5
Long Term Objectives (Promotions and Community Outreach) .......... 6
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2. Immediate Goals
• Streamline Social Network
o Verify Accounts and Passwords
o Link All Social Networks (i.e. XEEME, Facebook Plug-Ins, Linked-In)
• Beautify Social Network
o Install Attractive Templates (Wordpress)
o Streamline Design Across Social Network
• Research Industry Leaders and Trend Setters
o Identify Successful Competitor Strategies
o Identify Key Subjects Important to Trend Setters and Industry Leaders
• Increase engagement
o Generate Content on a weekly schedule
o Increase key relationships as well as followers and friends
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3. Weekly Goals
Blog­ 5 hours per week
Short term objectives:
• Increase recognition
o Identify Top Five Topics That Our Important to Potential Leads
o 3 posts a week minimum
o Link Blog Posts to Linked-In and Twitter
o Add RSS button
• Increase engagement
o Attempt to build industry community partners
o Encourage comments, Forum Pages and tag all photos.
Key Metrics:
• Number of posts
• Audience growth‐ unique and returns
• Conversation rate
• Conversions
• Subscribers
• Inbound links
• Technorati, Alltop, and other directory listings
• SEO Improvements
Social Networks­ 5 hours weekly
Short term objectives:
• Facebook fan page
o Comment/Re-Post Five Times a Week
o Encourage Page Likes and Posts Through Marketing Campaigns
And Special Offers
o Also, participate in others groups
• LinkedIn
o Connect with relevant trend setters and industry leaders
o Create Content through Wordpress
o Also, participate in Q&A, other groups, etc
Key Metrics:
• Referrals from social networks
• Friends on Social Networks
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4. Microblogging (Twitter)­ 5 hours Weekly
Short term objectives:
• Compile list of Company Twitter users, Trend Setters, and Industry Leaders
• Promote company blog post through corporate account
• Communicate support issues and feedback from social media to support team
And ensure follow‐up
• Build reputation. At least twelve Posts/Re-Tweets/Links weekly
• Promote other social networking activities/sites through Twitter posts.
Key Metrics:
• Friends/Followers
• 2nd‐order followers (follower’s follower count)
• Velocity‐ avg. of first‐ and second‐order followers attracted per day since the account was
established
• Social Capital‐ influence of twitter followers
• Centralization‐ how much influence (reach) is invested in a small number of followers
• Pages ranking on key terms from microblogging sites
Research and Development ­ 4 hours weekly
Short term objectives
• Discover more effective and efficient modes and vehicles for social marketing
• Implement new strategies and systems for increased lead generation and retainment
• Examples of research: Pintrest, Adwords, HootSuite, Tweetdeck
Key Metrics:
• Increase in all other key metrics
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5. Online Photos ­ 2 hours weekly
Short term objectives:
• Encourage employees to share any interesting and marketing relevant photos from
events
• Take pictures of any relevant events
• Utilize photo sharing sites to share images with links back to blog and core site
o Flickr
o Facebook Photo Gallery
o Our blog
Key Metrics:
• Referrals from photo sharing sites
• Views of photos on social sites
• Pages ranking on key terms from photo sharing sites
Online Video­ 2 Hours Weekly
Short term objectives:
• Update videos on social video sites and link to core site
o Youtube
o Facebook
• 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
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6. Long Term Goals and Objectives
• Enter Local Community through Groupon and Local Events
• Promote Premium Product: Performers, i.e. Pop-Up performances and foursquare
• Create Contests and Promotions to disseminate through Social Netwrok
• Implement cell text voting for Play Lists (Crowd-sourcing)
• Match Trend-Setters, Industry Leaders and Leads to Social Media sites.
Adjust strategy above to better fit three key demographics.
• Re-Evaluate and Update Social Media Strategy
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