This document outlines the key steps to developing an effective social media marketing plan. It discusses marketing planning and how the marketing plan is the result of the planning process. The main advantages of marketing planning are consistency, responsibility, communication, and commitment. The document then details the main stages of a social media marketing plan, including setting objectives, conducting a social media audit, choosing appropriate platforms, reviewing competitors, creating a content plan, and continuously experimenting and evaluating efforts.

1. SOCIAL MEDIA
MARKETING PLAN
Lorenzo Mariani
June 2020
W H I C H A R E T H E M A I N S T E P S T O D E F I N E A
S O C I A L M E D I A M A R K E T I N G P L A N ?

2. FROM MARKETING PLANNING TO THE MARKETING PLAN
WHICH ARE THE MAIN ADVANTAGES OF MARKETING
PLANNING?
THE MAIN STAGES OF A DIGITAL MARKETING PLAN
DISCUSSION POINTS

3. Marketing planning is defined as a process of research and analysis
of market situation, documentation of objectives, marketing program
s and evaluation of activities to achieve goals.
As the marketing environment isvery changing, planning needs to be
addressed as a flexible and continuous process.
Presentations are
communication tools that
can be used as
demonstrations, lectures,
speeches, reports, and
more.
Pixelast | Design and Tech
The marketing plan is the result of marketing planning; a
document that summarizes all information about the structure of
the market and describes how the company intends to achieve its
goals.
It also includes indicators that will be used to measure progress
towards goals and typically have an annual duration.
MARKETING PLANNING
MARKETING PLAN
FROM MARKETING PLANNING TO
MARKETING PLAN

4. CONSISTENCY
Individual marketing plans must be co
nsistent with the overall business plan.
RESPONSABILITY
Everyone who has a responsibility to implement
individual parts of a marketing plan knows what
their responsibilities are and can assess their pe
rformance against plan plans
COMMUNICATION
Those implementing a marketing plan know
what the overall objectives are and what each
person's contribution may be
COMMITMENT
The plans stimulate a group commitment to
their implementation and lead to a better im
plementation of the strategy
WHICH ARE THE MAIN ADVANTAGES
OF MARKETING PLANNING?
Pixelast | Design and Tech

5. THE MAIN STAGES OF A SOCIAL
MEDIA MARKETING PLAN

6. 01 02 03
05 0406
OBJECTIVES SOCIAL MEDIA AUDIT CHOOSING PLATFORMS
CONTENT PLAN COMPETITORSSPERIMENTATION AND
VALUATION

7. OBJECTIVE
SETTING THE GOALS THAT THE COMPANY INTENDS
TO ACHIEVE
01
Identifying the goals you want to pursue allows your business to react quickly when social
media marketing campaigns don't meet business expectations.
Without objectives, the company cannot successfully assess return on investment (ROI)
The SMART Approach to Identifying Business Goals: how the goal should be?
Specific
Measurable
Achievable
Realistic
Time-related

8. SOCIAL MEDIA AUDIT
EVALUATE CURRENT USE OF SOCIAL MEDIA AND ITS
EFFECTIVENESS
02
Evaluating the use of social media means understanding who currently connects with the
company through social media, understanding which social networks are most used by
the corporate target and comparing their digital presence with that of their
competitors.
From this analysis you can understand which platforms need to be updated and which
ones need to be deleted and, in the case, if there are fake accounts to report.

9. AN EXAMPLE OF A SOCIAL MEDIA
AUDIT
(DataMediaHub)

10. CHOOSE THE PLATFORMS THAT BEST MATCH YOUR
MISSION AND YOUR GOALS
03
If there is already no social profile on each social network that the company has decided t
o focus on, it is necessary to create it from scratch based on the mission and target
audience, taking into account that each social has a certain type of audience that needs
to be treated specifically.
TIP: Cross-promotion across multiple social network can increase the impact of content,
generating an higher level of user traffic
CHOOSING PLATFORMS

11. 04 COMPETITORS
TAKE INSPIRATION FROM INDUSTRY-LEADING SOCIAL
MEDIA, COMPETITORS, AND ONLINE COMMUNITY OPINION
LEADERS
To understand what types of content will get the most engagement, it's helpful to take
inspiration from content shared by other companies in the same industry.
Opinion leaders (influencers) can also offer inspiration on social media through the
content they share and how they do it.

12. 05 CONTENT PLAN
CREATE A CONTENT PLAN AND TIMELINE FOR SOCIAL
ACTIONS
Having quality content to share and the right timing is essential to success in social
media marketing.
The editorial calendar includes the dates and number of times the company intends
to update the blog or post on Instagram and Facebook
HOW DO I COME UP WITH A PROPER CONTENT MARKETING PLAN?
ANSWERING THESE QUESTIONS CAN BE HELPFUL
What types of content does the company
plan to post and promote on social media?
Who will create the content?
How often does the company plan to post and
promote on social media?
What is the target audience for each type of content?

13. 06 SPERIMENTATION AND EVALUTATION
CONSTANTLY MONITOR THE WHOLE MARKETING PLAN
It is recommended to develop the possibility to test every action performed on social
networks.
For example, you can track the number of clicks links that links get on a particular
social network, while with Google Analytics you can measure visits to site pages fro
m social media.
A third very useful way to track results are surveys, both online and offline

14. Questions? Let me know!
Lorenzo Mariani - Master's student at IULM
University in Communication for International
Relations (MICRI)
CHECK OUT MY LINKEDIN PAGE:
https://www.linkedin.com/in/lorenzomariani1995/
THANK YOU FOR YOUR
ATTENTION!