how to make your social media marketing plan
TRANSCRIPT
SOCIAL MEDIA MARKETING PRINCIPLESBy Salma Ghassan Alwan
INTRODUCTIONWhy digital marketing is so important
Nowadays, customers have access to information any time and any place they want or need it.
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
SOCIAL MEDIA MARKETINGSTRATEGYHow to set goals and objectives
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?
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.
Step 3COMPETITOR REVIEWtake a good look at your competitors’ websites, social media sites & digital marketing assets and looking at their strengths and weaknesses.
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?
SETTING OBJECTIVESStep 1 – Define success
The key to making sure that you are celebrating the right things is to set SMART objectives.
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
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
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.
SOCIAL MEDIA TACTICAL STRATEGYWhy social media is crucial to your digital strategy plan
Internet users spend 4x more
time on Facebook .elgooG no naht!
Facebook: 1.3 billion
Twitter: 645 million
LinkedIn: 300 million
Google+: 300 million
ACTIVE USERS
of marketers saw tra�c afterspending just 6hours per weekon social media.
74%
SOURCE: SOCIAL MEDIA EXAMINER
Use social media to engage not just leads,but customers, too.
% o
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ho
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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
SOCIAL MEDIA BEST PRACTICES
Optimize your profile
Define your customers
Build reach
Customize your content to each platform
Analyze to refine
• 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
HOW TO MAKE YOURSOCIAL MEDIA STRATEGYPLAN
• 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
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
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
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.
• 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
CONTENT STRATEGYContent is king
IMAGES
Square750px X 750px
For:facebook postgoogle+ postinstagram post
IMAGES
For:twitter post
Rectangle1024px X 512px
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
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
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
9 HASHTAGSBEST PRACTICESYou Should Start Using Today!
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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.
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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.
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THANK YOU!