creating a social_media_plan
TRANSCRIPT
By: Cory WilliamsonFor: Fiverr.com
Creating a Social Media Plan
Overview
Social Media Channels6 Steps to Creating a Social Media PlanBudgeting for Social MediaGetting StartedQuestions
What is Social Media
Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques.
- wikipedia.org
What is Social Media?
An ongoing conversation that’s happening RIGHT NOW
A promotional channel for content distribution
A long-term return on investment A steady stream of information for:
Research Feedback Building Relationships with customers, clients,
contacts
Current Statistics
Over 50% of people in the US have at least 1 social media account
Social media makes up over 17% of all online usage Overtaken email as #1 activity on the web
93% of Americans believe companies should have a social media presence 85% believe those companies should be interacting
with customers
Social Media Facts- Facebook
1.5 Billion active users worldwide 819 Million on mobile devices Mobile users are twice as active as non-mobile users
53% female, 46% male300 Million Photo uploads per dayThursdays and Fridays, engagement is 18%
higherAverage time spent on Facebook is 20 minutes4.75 Billion pieces of content shared dailyLargest segment is 25-34 years old
Social Media Facts- Twitter
1 Billion registered users500 million tweets sent daily100 Million active users daily170 minute spent per user on Twitter
MonthlyPeak days to tweet are Tuesday & WednesdayMillennials and Teens are most active
segment
Social Media Facts- YouTube
1 Billion unique visits each monthOver 6 billion hours of video are watched each
month on YouTube Almost an hour for every person on Earth, and 50%
more than last year
100 hours of video are uploaded to YouTube every minute
70% of YouTube traffic comes from outside the US
According to Nielsen, YouTube reaches more US adults ages 18-34 than any cable network
Social Media Facts- Pinterest
70 Million users as of 201347% of US online consumers have made a
purchase based on recommendation from Pinterest
Pinterest generates 4x more revenue per click than Twitter and 27% more than Facebook
Pinterest buyers spend more money on items than any of the other top 5 social media sites
Conversion rates for Pinterest traffic are 50% higher than conversions from other traffic
80% of total pinterest pins are repins
Social Media Facts– Google+
Over 350M UsersGoogle plus has great SEO benefits
Google plus links are all “dofollow”, meaning they pass valuable link juice
Posts are crawled and indexed immediately Bots crawl 2,500 words on a + page, vs 275 on
Google Plus for business offers more integrated analytics on your business page
How is Social Media Used?
Customer ServiceProduct/Service FeedbackNetworking and Job SearchingLead Generation/SalesPromotionsNewsInternal communication
Creating a Social Media Plan
Steps:1.Preplanning2.Listen to the Conversation3.Create Your Target Profiles4.Set Specific Goals5.Join the Conversation6.Measure ROI
Step 1 - Preplanning
Questions to ask internally:Where do our customers get their informationWhat influences our customers? How does information flow in our industry?What promotional channels are we currently
using? Are they working?
What is my sales funnel? How are leads qualified?
Asking questions indicates how social media can be used to complement your business goals.
Step 2 – Listen to the Conversation
Secure your brand on social platforms Usernames are often unique Use consistent usernames across all platforms
Set up monitoring channels Google Alerts Social Mention Technorati Twitter Search/Twitter Lists Radian6
Monitor: individual influencers, competitors, blogs/comments, and industry news sources
Step 3 – Create Your Target Profile
Focusing on key target segments lowers marketing costs
Example: Target Audience is 25-35 $350 Billion in spending power Spend 20 hours online weekly 96% of them join social networks
This information can be gathered through market research, surveys, or previous studies
What is the perfect prospect?
Step 3 – Create Your Target Profile
Find key attributes from monitoring channelsChart presence on social mediaDetermine Market Segmentation
Demographic Geographic Psychographic Behavioralistic
Continue gathering customer data at each step of your plan
Step 4 – Set Specific Social Goals
Generate LeadsIncrease brand awarenessIncrease traffic/Opt-insDevelop relationships with current customersBoost SEO/SEM resultsReduce CRM costsIncrease Revenue
Step 5 – Join the Conversation
3 Phases of Social Equity Awareness
Qualify fans and followers as leads Engagement
Increase long-term communication Exclusive promotions will help turn advocates into
customers Social Commerce
Determine small data set to introduce products to Gather product reviews
Step 5 – Join the Conversation
Establish an Editorial Calendar Choose specific days for posting content Be consistent – you’re a news source Helps stay on track and organize content Choosing specific topics each day helps find content ideas
Share calendar with everyone involvedUse video to build quality content
Doesn’t have to be professional Include descriptions and tags for search engine
optimization Post video with content on your blog/website
Step 5 – Join the Conversation
Be Transparent and Authentic Don’t be evasive Offer your name, title, experience Admit your interests in the topic Define your credibility (Use LinkedIn to build your
credible profile) Contribute quality input on topics of interest
Strive to answer questions about your authenticity
Don’t focus on selling, focus on engagementEarn a reputation, build trust, then sell to
qualified leads
Step 5 – Join the Conversation
Be the expert in your industry Write about what you know Offer insights to those who ask for it Share links to resources you think add to the
conversation
Use topics you monitor to start conversation Articles/blog posts Community Forum Threads Conversation from social media groups
When customers trust your content, they’ll trust what you’re selling
Step 5 – Join the Conversation
Have rules of engagement Know what to do with negative responses Determine who in your organization is involved in
responding Admit to mistakes and thank those who bring it to
attention Respond Kindly
Share these rules with your teamTurn brand “detractors” into “advocates”
People remember bad experiences, but will buy again if it’s corrected
Step 6 – Measure Your Returns
What is a Return? Non-financial
Visitors, word of mouth, page views, fans, followers, referrals
Financial Sales, Transactions, Coupons ROI
Not all returns have to be $$ to bring value
Step 6 – Measure Your Returns
Qualitative Are we part of our industry’s conversation? How do our customers perceive us versus our
competitors? Did we build key relationships? Are we moving from monologue to dialogue?
Quantitative Website Analytics Social Mentions SEO Rankings Linkbacks Subscribers
Step 6 – Measure Your Returns
Establish before/after baseline What did our online environment look like before
social media? What online channels were we using? What does it look like now?
Determine hard numbers here 5.5% conversion rate before 8.5% conversion rate now
This baseline should track at least 6 months
Step 6 – Measure Your Returns
Develop Activity Timeline along same baseline
Diagram exact dates in which key SM activities occurred 8/11 blog started 8/13 Facebook page started 9/15 FB ad campaign begins 9/17 FB ad ended
Note Milestones on diagram 500/1000/10,000 fans 100 clicks back to blog link
Step 6 – Measure Your Returns
Look at Key Performance Indicators (KPI) Transactions New Customers Sales Revenue Average Order Size E-mail list size
Use Google Analytics to determine exact numbersWhat are the transaction precursors?
Brand mentions Loyalty metrics Store traffic Free sample offers
Step 6 – Measure Your Returns
Overlay all timelines and look for patterns SM Activities Web Analytics Store Metrics Loyalty Metrics
Circle areas where increases occur
How were specific numbers achieved? Facebook promotion Product launch Press release Coupon offer
Budgeting for Social Media
Allocation vs. Addition Do you raise new funds or borrow from existing
budgets?
How to determine Allocation or Addition What are your goals? How much is your existing marketing budget? Which current tactics work? Which are most
expensive? What internal resources are available?
Budgeting for Social Media
What to budget for: Time Design and Branding Analytics Tools Social Monitoring Automation Applications Social Media Advertising Outsources/Consulting
How to Get Started
Start with platforms you can actively maintainWhat outsourcing is needed?
Design, development, content management, market research
Plan your content flow Will you push content through all channels?
Find tools to automate processes Tweetdeck (now by Twitter) Hootsuite Sprout Social Mailchimp Sendible
Additional Resources
Blogs Socialmediaexplorer.com Socialmediatoday.com BrianSolis.com Mashable.com
Tools Tweetdeck Sendible Hootsuite Shoutlet Buffer Trackur
Questions?
Contact me at: Twitter.com/corywilliamson Linkedin.com/in/corywilliamson About.me/corywilliamson