How to Build a Successful Social Media Plan Wade Kwon @WadeOnTweets © 2012 Birmingham Blogging Academy

A social media plan is like … Photo: Mary Witzig (CC)!

Overview

!   Before starting out

!   Define goals

!   Define parameters

!   Define assets

!   Measurements

!   Engagement

!   Three steps in digital PR

Before starting out …

Build trust. Photo: Josep Ma. Rosell (CC)!

Be aggressive.

Get lots of input and buy-in.

Photo: Royal New Zealand Navy (CC)!

Define goals. Photo: hmomoy (CC)!

This can be the most difficult part.

Options

!   Media mentions/blog posts

!   Revenue

!   Subscribers

!   Leads

!   Customer service

!   Marketing/branding

Goals

!   Sell out events: 725 seats

!   Build mailing list

!   Reach diverse audience

Goals !  

!  

!  

Define parameters !   Time

!   Budget

!   People

!   Messages

!   Audience/publics

Parameters

!   Time: 30 days

!   Budget: $0

!   People: !   Ourselves

!   Partners

!   Media contacts

!   Social media friends

Parameters

!   Messages: !   Grassroots organization

!   Free expertise

!   Community partners

!   Audience/publics: !   Professionals in Birmingham metro area

interested in social media, all skill levels

!   Traditional media

!   Social media leaders

Parameters !   Time:

!   Budget:

!   People:

!   Messages:

!   Audience/publics:

Assets

!   People

!   Channels

Assets !   People: !   Ourselves

!   Volunteers

!   Channels: !   From 0 to …

in Facebook, Twitter, email

Photo: Lynsey Weatherspoon (CC)!

Assets !   People:

!   Channels: !   Facebook page: 76 fans

!   Twitter: 88 followers

!   YouTube: 1 subscriber, 1 video, 453 views

!   Blog: 12 posts

Measurement

!   Page views/unique visitors

!   Clicks

!   Likes

Photo: Thor (CC)!

Measurement

!   Comments

!   Revenue

!   Cost

Photo: Thor (CC)!

Measurement

!   Subscribers: email, Facebook, Twitter, RSS

!   Time spent

!   Leads

Photo: Thor (CC)!

Measurement !   In 2011:

!   2,100 tickets sold

!   542 attendees = 75 percent capacity

!   56 media mentions

Photo: Arik Sokol (CC)!

Measurement !   In 2011:

!   1,200 email subscribers

!   1,300 Twitter followers

!   710 Facebook fans

Photo: Lynsey Weatherspoon (CC)!

Measurement !   In 2011:

!   501 video views

!   1,325 Flickr photostream views

! Cost: $0

!   Time spent: days

Photo: Jelani Newton (CC)!

Measurement !   Page views/unique visitors

!   Clicks

!   Revenue

!   Likes

!   Comments

!   Cost

!   Time spent

!   Leads

!   Subscribers: email, Facebook, Twitter, RSS

Engagement

Facebook !   Questions answered

!   Photos, statuses, questions, links, videos shared

!   Likes and Shares

Photo: GOIABA - Johannes Fuchs (CC)!

Twitter ! Retweets

!   Replies

!   Favorites

Photo: Andreas Eldh (CC)!

Website/blog !   Time spent on site

!   Likes/ratings

!   Comments

Leads: calls, emails !   Quantity !   Sales !   Ideas

Photo: Vitor Lima (CC)!

Engagement !   Always room for

improvement Photo: Jelani Newton (CC)!

Engagement ! Facebook:

! Twitter:

!   Website/blog:

! Leads (calls, emails):

Three steps in digital public relations (or marketing)

1. Experiment

2. Measure

3. Adjust

What it all comes down to is …

Photo: Umberto Salvagnin (CC)!

Contact me. •  wade@wadekwon.com •  BirminghamBlogging.com •  @WadeOnTweets •  http://itswa.de/uab-prssa

Photo: Omar Bárcena (CC)

Thank you.