This document provides an overview of creating a social media marketing plan. It discusses mapping out objectives, channels, tools, budgets, and metrics. Key aspects covered include determining goals for different social platforms, choosing monitoring, engagement and analytics tools, allocating budgets based on company size, and identifying key performance indicators aligned with objectives. The document emphasizes the importance of planning, having clear objectives and measurement, as well as seeing social media as part of a larger customer experience strategy.
11. rudyard kipling
I keep six honest serving men (They
taught me all I knew): Their names are
WHAT and WHY and WHEN and HOW
and WHERE and WHO.”
“
12. Using kipling to make the map
‣ WHY are we doing this?
‣ WHAT are we doing?
‣ WHEN does this happen?
‣ WHERE does this happen?
‣ WHO does this involve?
‣ HOW do we get it done?
13. why are you doing this? Define your destination
Photo via Flickr user Damian Gadal
14. Ground with why – destination
‣ Branding
‣ Community Building
‣ Public Relations
‣ Market Research
‣ Customer Service
‣ Leads & Sales
15. what will you use to get there? Which channels?
Photo via Flickr user Aaron Parekci
16. strategy snapshot
‣ Facebook — Central hub for social marketing, where we can cultivate and
engage the fan base by sharing content, contests, and customers stories
‣ Twitter — Public channel for real-time engagement; customer service,
breaking news, events, early warning
‣ Blog — Forum for long-form storytelling & intellectual engagement;
history, values
19. @MediacomCable
- Updates on industry news & information
- Starts longer conversations with
customers via web or phone
@MediacomSupport
- Provides support to customers for
internet, cable, and phone issues
- Area outages
- Troubleshooting
- Channel questions
- Schedule service calls
- Future plans to add more support staff
@MC22
- Provides updates on network-wide
local programming
- High school & college sports
- Local government programming
channel strategy: Twitter
20. who, where, & when
Photo via Flickr user Niklas Bildhauer
21. what tools & resources will we need?
Photo via Flickr user dewframe ✳ alt-n-anela
52. albert einstein
Everything that can be counted does not
necessarily count. Everything that counts
CANNOT NECESSARILY BE COUNTED.”
“
53. remember, ROI is hard because …
Source: Awareness (State of Social Marketing)
54. measuring what matters
‣ Branding — web analytics such as visitors; share of voice
‣ Community Building — subscriptions, participation
‣ Public Relations — brand mentions and sentiment
‣ Market Research — new ideas gleaned, competitive insights
‣ Customer Service — number of incidents, CRM data
‣ Leads & Sales — lead source on prospects and customers
64. map out the larger brand experience
Customer
Experience
BRAND
Static Analog Touch Points
(One Way)
Human Touch Points
(Bi-Directional)
Interactive Digital Touch Points
(Multi-Directional)
Promotion
Direct Mail
Communications
Products
Advertising
Brand DNA
- Logo
- Positioning
Service
Call Center
Sales Management
Support
Website
Demos
Email
Social Media
Blogs
67. john jantsch
Plans aren’t the secret. Planning is.
It's the continuing process of planning,
acting, and measuring that moves the
organization in the direction of its goals,
not the plan document you might create.”
“
68. key take-aways
‣ Objective and measurement — two bookends in this class — are two of
our biggest takeaways
‣ Map your marketing, track budget, and measure results
‣ Plan the work, work the plan, and remember the big picture
‣ “Failing to plan is planning to fail”