social media plan strategy & process
Post on 21-Oct-2014
941 views
DESCRIPTION
Social media plan - strategy & processTRANSCRIPT
PLAN Strategy, planning &
deployment process
MEDIA
SOCIAL
We don’t have a choice on whether we do
social media, the question is how
well we do it. Erik Qualman, American author of Socialnomics
A business pitch:
Social media planning & strategy
in 9 steps
So what we have today!
Listen Identify
needs Know
audience
Crack
strategy
Select
channels
Create
content
Go
als
Resu
lts
Build a team
LISTENING
Listen
Listen what people are talking about your brand and find out where they are publishing
Plug social media monitoring tools into brand listening and competition tracking
• Track keywords relevant to your business
• Know the sentiments and share of voice
• Set instant alerts using google alerts, twilert, RSS, etc.
Study your brand’s marketing initiative
List down the best practice social media campaigns for reference
Reserve & secure your username across social networks before the competitor does.
IDENTIFY BUSINESS NEEDS
Identify
needs
Identify why your business should or wants to be in social media
You need a strong reasons;
• Your competition is using it.
• Your target audience is there,
looking for information that your
business should provide
• It’s the next generation of WORD OF
MOUTH marketing
• Enhance brand exposure, experience
and increase revenue
• Social media can help reduce the
cost of customer relation
• You want to build a sphere of your
influence
UNDERSTAND YOUR CUSTOMER
Know
audience
Define your audience profile
Employee
Customer
Influencer
Partner
http://www.flickr.com/photos/7855449@N02/2780459406/sizes/o/in/set-72157606844282993/
SET YOUR GOALS
Go
als
Establish your goals/objectives
REACH •Get closer to the audience wherever they are
AWARENESS
•Create awareness about business offerings
•Increase traffic & page views
•Get visible in search results
ENGAGE
•Ignite conversation and engagement with brand
•Invite audience to participate in brand activities
•Encourage and influence them to spread a word about your marketing activities
ACTION
•Collect database
•Generate leads & demand
•Increase footfalls and sales
LOYALTY
•Provide & improve customer service
•Reduce the cost of CRM
•Build relationship by providing inspiring and beneficial content
What’re the strategy actions?
Crack
strategy
The strategies helps achieve objectives
Be present and active in key social media sites
Build leading social presences
- no. of fans/followers/subscribers - monthly growth rate
Seize the ownership in this space and be active brand
- % of our social presences
Enable cross-functional collaboration and participation
Develop effective channel within the organization across the key functions
- quality content/feedback - response time - proper utilization of effort
Integrate into marketing mix
- % of social campaigns leading to on-ground activities - social channel awareness
The strategies helps achieve objective …contd
Share and spread inspiring & beneficial content that portrays brand values
Ignite conversation and engagement
- impressions/clicks - engagement rate (likes/comments/shares) - sentiments
Seek audience participation by providing reasons in order to drive footfalls/sales
- registrations - gifts/coupons distribution - referrals - conversions
Sustain and continue to influence your audience.
Build long term relationship with audience by providing customer service
- Customer satisfaction - positive word of mouth
Select a right mix of channels
Select
channels
Build a list of channels, which are appropriate to your strategy. And reason why?
Key
Social Platforms
Blogging
Photo Sharing
Micro Blogging
Social networking
Video Sharing
Message Boards
Build a storyline for audience
Create
content
Content is king. And it can be anything!
Campaign
Product/ Service
Question /Poll
Sale/ Discount/Offers
Fun & Festives
News/ Events
FB apps
FB ads
Tips/
Advice
Build calendar. Set the frequency. Schedule the delivery.
• Build weekly or monthly calendar
• Decide number of posts/format per
social media site
• Schedule the day and time for the
post for better engagement
• Use engagement tools (Hootsuite,
Facebook, Tweetdeck, etc.) for
scheduling the post (especially on
weekends)
TRACK YOUR PERFORMANCE
Res
ult
s
Analysis. Insights. Report.
YOU NEED A TEAM OF COMMANDOS
WITH LATEST WEAPONS
Build a team
Internal alignment. External integration. Connecting customers, employees and technology together to drive
efficiency and results.
Brand & Marketing
HR & Comms
Sales & Support
Team
Process
Tools
• Who’re the people, their roles and responsibility?
• What’s the process they are going to follow?
• What are the tools they are going to use?
Social media guidelines for customers & employees
THANK YOU!
Vinod Nagar,
Regional Social Media Manager Nokia - Asia Pacific, Middle East & Africa Operations
Currently, he’s working with Nokia as a regional social media manager for APAC & MEA Regions
based out of Dubai. Previously worked in Ogilvy, Euro RSCG, etc. where he enjoyed working on IBM,
Dell, HP, BSNL and list goes on.
His entrepreneur skills drove him to build the foundation of a digital and social media company in
Dubai as well. He provides digital marketing consultancy to some of media & ad agencies in Dubai.
Some of the brands include Clarins, Levis, Lulu Hypermarket, Thierry Mugler, Azzaro, BITS Pilani,
MBC2, Samsung, Ford, Du, Parachute, Almarai, etc.
You can reach out to me at www.vinodnaagar.com ae.linkedin.com/in/vinodnaagar
www.twitter.com/vinodnaagar (@vinodnaagar)
Email: [email protected]