How to Build a Social Media Marketing Plan

nick westergaard | branddrivendigital.com | 2014

BRAND DRIVEN digital

How to Build a Social Media Marketing PlanCreating a Social Media Marketing Action Plan – or MAP – for Your Organization

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@NickWestergaard

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Putting It All Together: Building the Social Media Plan

‣ MAP: What’s Included

‣ Tool Considerations

‣ Budget Considerations

‣ Keeping Score

1

Why We Need a MAP

“– herb kelleher, chairman emeritus & former ceo, southwest airlines

“We have a strategic plan. It’s called DOING THINGS.”

How to Ground the MAP

‣ Business Objective

‣ Strategy for Achieving

‣ Social Channels Employed

‣ Tactics to Get at the Strategy

‣ Measurement & Analytics

ESTABLISH THE OBJECTIVE:

Where Do Are We Going?

ARRIVE AT A STRATEGY:

How Are We Getting There?

EMPLOY THE RIGHT TOOLS:

What Do We Use to Get There?

Social Strategy Snapshot

‣ Facebook — Central hub for social marketing, where we

can cultivate and engage the fan base by sharing content,

contests, and customers stories

‣ Twitter — Public channel for real-time engagement;

customer service, breaking news, events, early warning

‣ Blog — Forum for long-form storytelling & intellectual

engagement; history, values

CUSTOMER SUPPORT

Local Office

Phone

Social Strategy

Website

CUSTOMER SUPPORT

Local Office

Website

Phone

Social Media

- Industry updates - Customer support - Local network programming

Social Strategy

@MediacomCable

- Updates on industry news &

information

- Starts longer conversations with

customers via web or phone

@MediacomSupport

- Provides support to customers for

internet, cable, and phone issues

- Area outages

- Troubleshooting

- Channel questions

- Schedule service calls

- Future plans to add more support staff@MC22

- Provides updates on network-wide

local programming

- High school & college sports

- Local government programming

Twitter Strategy

MEASUREMENT & ANALYTICS:

How Do We Know We’re There?

Timelines Are Critical

Photo via Flickr user boydoistink

Make Sure Your MAP Is SMART

Specific

Measurable

Attainable

Realistic

Timely

2

Tool Time

Social Media Tool Considerations‣ Monitoring

‣ Engagement

‣ Reporting & Analytics

‣ Miscellaneous Software Costs

‣ Content Creation Tools

Monitoring Tools

Photo via Flickr user Dell’s Official Flickr Page

Examples of Monitoring Tools

‣ Salesforce Marketing Cloud (Radian6, ExactTarget)

‣ Sysomos

‣ uberVU

‣ Vocus

‣ Crimson Hexagon

‣ Tawlk

‣ Topsy

Engagement Tools

Photo via Flickr user JD Hancock

Examples of Engagement Tools

‣ Hootsuite (Pro)

‣ CoTweet

‣ Expion

‣ Seesmic

‣ Shoutlet

‣ Spreadfast

Measurement Tools

Photo via Flickr user Rowan Peter

Integrated Social Media Management Systems (SMMS)

‣ Salesforce Marketing Cloud

‣ Wildfire (Google)

‣ Raven Tools

‣ Sprout Social

‣ And More

3

Budget Considerations

Not So Much ...

Source: www.socmedsean.com

... Closer

Source: http://www.businessesgrow.com/2012/10/09/how-do-you-budget-for-social-media-marketing/

What Marketers Are Used to ...

What Social Looks Like


An Integrated Approach


Source: CMO Survey

Growing Part of Marketing Budget

Source: CMO Survey

Growing Part of Marketing Budget

Source: CMO Survey

Budgets by Sector

Social Growth Areas

Social Spend by Revenue

Social Spend by Program Maturity

Source: CMO Survey

Personnel Is a Big Piece

Budget Allocation for Agencies

Social Media Budget Considerations

‣ Personnel — In-House Social

‣ Agency and/or Freelance — Outside Social

‣ Creative Services — Anything Not Included Above

‣ Software Platforms/SAAS

‣ Additional Hardware (Monitors, etc.)

‣ Shared Services — Legal/HR for Policy Creation; may be

part of overhead

Traditional Media Lies

Photo via Flickr user tnarik

KPI

Photo via Flickr user Sterlic

Metrics from Google Analytics

‣ Pages Visited — Sales/Product Pages

‣ What Pages They Came From

‣ Time Spent on Site

‣ Page-to-Page Path Followed

‣ Search Terms That Brought Them to the Site

‣ Geography

‣ Time of Day

Aligning KPIs with Objectives

Source: The Now Revolution/TeachToFishDigital.com





Track Program Costs

Photo via Flickr user Images_of_Money

5

In Conclusion

Customer ExperienceBRAND

Static Analog Touch Points (One Way)

Human Touch Points (Bi-Directional)

Interactive Digital Touch Points (Multi-Directional)

Promotion Direct Mail

Communications Products

Advertising

Brand DNA - Logo - Positioning

Service Call Center

Sales Management Support

Website Demos Email

Social Media Blogs

Mapping the Brand Experience

Management Cares About 3 Things‣ Sales — More money

‣ Cost — Saving money

‣ Revenue — Keeping more money

4 Fatal Planning Flaws

‣ Skipping Rigorous Testing

‣ Belief That Strategy Can Be Built in a Day

‣ Fail to Link Plan with Execution

‣ Dodging Review Meetings

Source: Ed Barrows, Harvard Business Review

Other Planning Budget Reminders

‣ Don’t Get Lost “Planning to Plan”

‣ Don’t Forget Staffing

‣ Content Calendar

‣ Partner Integration

The Best Plan Wins

“– john jantsch, duct tape marketing & the commitment engine

“PLANS aren’t the secret. PLANNING is. It's the continuing process of planning, acting, and measuring that moves the organization in the direction of its goals, not the plan document you might create."

FAILfailing to plan is planning to

nick westergaard | branddrivendigital.com | 2015

BRAND DRIVEN digital

Questions?blog: branddrivendigital.com podcast: onbrandpodcast.comtwitter: @nickwestergaard