how to make your social media marketing plan

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SOCIAL MEDIA MARKETING PRINCIPLES By Salma Ghassan Alwan

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Page 1: How to make your social media marketing plan

SOCIAL MEDIA MARKETING PRINCIPLESBy Salma Ghassan Alwan

Page 2: How to make your social media marketing plan

INTRODUCTIONWhy digital marketing is so important

Page 3: How to make your social media marketing plan

Nowadays, customers have access to information any time and any place they want or need it.

Page 4: How to make your social media marketing plan

Because via electronic channels

and by posting positive comments,

feedbacks about our services (our

happy customers) can attract new

customers and build long-lasting

relationship.

WHY DIGITAL MARKETING IS SO IMPORTANT

Page 5: How to make your social media marketing plan

SOCIAL MEDIA MARKETINGSTRATEGYHow to set goals and objectives

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Step 1DEFINE YOUR CUSTOMERSwho they are and how they behave

Before start working on your digital strategy, you need to start by defining your target audience, in as much detail as you possibly can:

- What do you know about them?

- Where they live?

- What they do? How they behave etc.

- What would you like to know about them?

- What sort of technology/ channels do they use and

how often?

Page 7: How to make your social media marketing plan

Step 2YOUR CURRENT SITUATIONhow far you are from achieving your goals, and what did achievedo a SWAT analysis and compare them to your competitors and marketplace.

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Step 3COMPETITOR REVIEWtake a good look at your competitors’ websites, social media sites & digital marketing assets and looking at their strengths and weaknesses.

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choose 3 to 4 key areas to focus on thatwill help you achieve your business goals.

Step 4

KEYFOCUSAREAS

Examples:

Looking for an increase in sales leads for your team?

Looking for an improvement in customer service?

Looking for increased engagement from your customers?

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SETTING OBJECTIVESStep 1 – Define success

The key to making sure that you are celebrating the right things is to set SMART objectives.

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SMART OBJECTIVES EXAMPLESSpecific, Measurable, Achievable, Realistic, Timely

Definition

SpecificObjectives should adress the five Ws: (Who, What, When, Where and Why).Note: use action verbs: (create, design, develop, implement, achieve, etc).

Objectives should include numberic or descriotive measures that definequantitiy, quality, cost, etc.

Objectives should be within the team control ( it may be a “stretch” but stillfeasible). Ask yourself: is it ashievable with the available resources/within thetimeframe?

Is it possible for your team to perform the objective using digital channels?How sensible is the objectives?

Objectives should identify a definite target date for completion & frequenciesfor specific action steps that are important for achieving the goal.

Measurable

Achievable

Realistic

Timely

Description

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EXAMPLES

Overall BusimessObjective

Increase salesAchieve an increase of XX% in direct sales from thewebsite within 1 year.

Gain an additional XX leads per month from X channel by theend of 2015.Gain XX of emails by the July 2015.

Increase retention rates of customers online from 20% to 30%by the end of 2015.

Increase visitors number to the website to XXXX by June 2015.Achieve #1 listing in Google natural search.Increase number of followers to XXX by the end of 2015

Achieve an increase of XX% of paitents from digital resources.

Increase leads

Improve online customerretention loyalty

Improve brandawareness

Increase conversions

Digital Marketing objective

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SETTING OBJECTIVESStep 2 – BenchmarkingAt the time of developing your digital objectives, it is also time to look at what you already have and how it is performing.

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SOCIAL MEDIA TACTICAL STRATEGYWhy social media is crucial to your digital strategy plan

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Internet users spend 4x more

time on Facebook .elgooG no naht!

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Facebook: 1.3 billion

Twitter: 645 million

LinkedIn: 300 million

Google+: 300 million

ACTIVE USERS

Page 18: How to make your social media marketing plan

of marketers saw tra�c afterspending just 6hours per weekon social media.

74%

SOURCE: SOCIAL MEDIA EXAMINER

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Use social media to engage not just leads,but customers, too.

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% o

f ch

an

ne

l use

rs w

ho

acq

uir

ed

a

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om

er

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ug

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ch

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Social media is e ective for customer acquisition.

52%

43% 43% 36%

15% 9%

0%

20%

40%

60%

80%

100%

Facebook LinkedIn Company Blog

Twitter Google+ Pinterest

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SOCIAL MEDIA BEST PRACTICES

Optimize your profile

Define your customers

Build reach

Customize your content to each platform

Analyze to refine

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• Ask questions rather than talking about yourself.

• Sharing content that is from other people is OK. In fact it is a necessity.

• 80/20 rule: 80% of your content should be interesting and helpful, and 20% can be more promotional.

• Mix things up: Post pictures, videos, blog posts, contests.. etc

RULES OF SOCIAL MEDIA ETIQUETTE

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HOW TO MAKE YOURSOCIAL MEDIA STRATEGYPLAN

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• Having # likes by the end of 2015.

• Reach # monthly.

• Generat # leads or customer acquisition.

• Share a mix of contents.

• Engage with influencers.

OBJECTIVES

• Quarterly engagement campaign.

• Set up monthly sponsored posts and ads.

• 3-5 posts per day.

• Weekly winner.

• Using engaging photos & videos.

• Special Coupons to our loyal followers.

• Using more infographics designs.

• Posting under 250 characters.

• Make it fun and personal – this is not the place

for serious content!

ACTION PLAN

FACEBOOKThe Personality

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Facebook’s News Feed uses an algorithm to

determine whether your posts get displayed

on a user’s News Feed, which is critical for

lead generation. So how do you get your

posts to appear? This algorithm has gone

through numerous iterations, and (like Google)

will continue to change over time, but it always

responds to content engagement—if users

and their networks interact with your content,

it will show up in the feed. If not, it will be

dropped.

WHAT DOESHAVE CHANGEDON FACEBOOK

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TWITTERThe Conversation

• Quarterly engagement campaign.• Utilize promoted and pinned tweets.• # posts per day.• Special Coupons to our loyal followers.• Mentions.• Retweets our followers tweets.• Use #hashtags to connect with the audience.• Favorite tweets.• Thanks them for retweeting our tweets.

ACTION PLAN

• Reach # Followers by the end of 2015.• Generate # of leads or customer acquisition.• Segment influencers and create lists.• Communicate issues from social media to support team and ensure follow-up.• Listen and respond to relevant conversations.• Build reputation.

OBJECTIVES

Page 27: How to make your social media marketing plan

OBJECTIVES

ACTION PLAN

GOOGLE+The Search Engine Driver

• Brand awareness and engagement

• Lead generation.

• Reach # followers by the end of 2015.

• Optimize for SEO.

• Create and promote upcoming events.

• 3-5 posts per day.

• Search for a new keywords.

• Monitor our competitors.

• Using google Ads.

• Get all G+ features, Like: url name, maps, etc.

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• Brand awareness and engagement

• Reach # followers by the end of 2015.

• Increasing the number of follower on the

company’s page.

• Create and promote upcoming events.

• Post to company pages and groups.

• Post meaty, thought-provoking content on

industry-related topics.

• In general, post before 8AM and after 6 PM

on Tuesdays and Thursdays.

• Have employees share content.

• Ask all the emplyees to have a profissinal

linkedin page and follow the page.

• Start using linkedin sponsored ads.

LINKEDINThe Professional

OBJECTIVES

ACTION PLAN

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CONTENT STRATEGYContent is king

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IMAGES

Square750px X 750px

For:facebook postgoogle+ postinstagram post

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IMAGES

For:twitter post

Rectangle1024px X 512px

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COVER PHOTO

• Brand awareness.• Increase engagement.

SIZES are depending on the social media platform

OBJECTIVES

• Add call to actions.• Contact information such as website, email or telephone number.• References to a specific features or actions such as “Like” and “Share”.• Highlight services.• Announce major events.• Friendly colorful design.

ACTION PLAN

Example: Freelancer used their facebook cover page toannounce their new desktop app.

1st of October

9st of October

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PHOTO ADVERTISING RULES

RULES- Covered by 20% text (max) including

company’s logo.

- Not showes before & after cases.

- Not use shock or scare tactics.

- Does not contain QR codes.

- Not allowed to use any of facebook

brand images.

- Does not portray nonexistent

functionality,

example

by facebook

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POST SCHEDULE EXAMPLE

Sat

10 am

1 pm

motivation motivation motivation motivation motivation motivation

blog article video

video

blog article

infographic

blog article Fridaygreeting

serviceinformation

serviceinformation

serviceinformation

o�er

o�er

news game

game

game

tips tips tips

health tip

health tip

health tipdoctors

informationdoctors

informationdoctors

information

4 pm

7 pm

10 pm

Sun Mon Tue ThurWed Fri

Page 35: How to make your social media marketing plan

9 HASHTAGSBEST PRACTICESYou Should Start Using Today!

4

2

3

LESS IS MORE: As a rule of thumb, never use

more than 3 hashtags in a single post or tweet.

#LongStringsOfWordsAreANNOYING: Do not

ever use outrageously long hashtags.

BE SPECIFIC: Using generic hashtags, such as

#marketing or #running in a campaign results

in an abundance of hashtags that are coinci-

dental. This will make it near impossible to

track the tweets and posts that are in response

to your specific campaign.

EASY TO REMEMBER/EASY TOSPELL: Using

overly complicated hashtags for campaigns will

result in less engagement as well as a variety

of wrong spellings. No beuno! Keep it simple

(yet creative) and catchy.

1

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7

8

9

6

UNDERSTAND THE PLATFORM: Hashtagging on

Instagram is entirely di�erent than hashtagging on

Facebook or Twitter. Understanding the di�erences

will make you a more a�ective “Hashtagger”.

#CapitalizationIsAwesome: Capitalizing di�erent

words in a hashtag makes it easier to read and can

prevent unfortunate interpretations

RELEVANT TO THE BRAND: Creating a unique

hashtag that reflects your brand should be the goal

of any business on social media

USE ONE OR TWO HASHTAGS: Keep your mes-

sages focused and on point by using only one or

two hashtags per communication.

DON’T: #Use #Too #Many #Hashtags: Brands

think of every possible combination of key (and

buzz) words that users may type into a search

engine, and attach all of them to their messages. In

addition to being confusing, this also has a clear,

negative e�ect on engagement.

5

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THANK YOU!