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This plan includes both the objectives and the metrics to be used to

accomplish the following goals:

1. Increase inbound leads for your BOC at a low cost

2. Expand reach of thought leadership content

3. Engage and excite influencers

4. Better understand, identify, and engage potential buyers

5. Improve customer service and satisfaction

6. Enhance outbound campaign program effectiveness

My advice is to pick up only a few methods that work for you the best.

For example if you have already many presentations, you might

allocate more time on sharing them via Your BOC Site, Presentation

Sharing and Social Networking Sites.

Alternatively, if Twitter and Online Video are your best sharing media

your might concentrate on them and allocate much less time to other

methods.

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1. Your BOC site

2. Social Networking Sites

3. Microblogging 9 Twitter

4. Social PR

5. Widgets

6. BookMarking / Tagging

7. Social Apps & Voting

8. Blog Commenting / Q&A Sites

9. Online Video

10. Photo Sharing

11. Podcasting

12. Presentation Sharing

13. Additional Notes & Objectives

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• Increase recognition

− Insert actions to be taken here

− Example: X number of posts

− Blog publication schedule

− Add RSS button

− Include social share buttons

• Increase engagement

− Insert actions to be taken here

− Encourage comments, forum pages, etc.

− Add social share buttons

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��3� �,��#�� • Number of posts

• Number of social shares

• Audience growth9 unique and returns

• Conversation rate

• Conversions

• Subscribers

• Inbound links

• Technorati, Alltop, and other directory listings

• SEO Improvements

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Objectives:

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− Insert strategic objective

− Share a mix of relevant links, engaging content, videos, and polls

− Make sure you promote upcoming events and create them in the

events tab

− X posts per day

− Engage with influencers

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− Insert strategic objective

− Create a group

− Create posting content to the LinkedIn company page

− Identify other groups to follow and participate

− Encourage employee participation

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− Monitor and participate in Q&A

− X posts daily

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− Optimize for SEO

− X posts per day

− Share engaging content, videos, images, and relevant links

− Comment on posts

− Utilize Google Hangouts

− Create and promote upcoming events

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− Create boards leveraging both content and company culture

− Follow other businesses, thought leaders, customers, and partners

3� �,��#�� • Facebook Likes and posts

• Linkedin Followers

• Referring traffic

• Linkedin Group members

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• Linkedin Discussions

• Google+ Circle adds/followers

• Google+ mentions

• Pinterest pins and follows

7��,�#�&��8��9 X hours daily/weekly/monthly�

�&2�#�� • Promote content through Twitter

• Segment influencers and create lists

• Utilize promoted Tweets

• Listen to relevant conversations

• Build reputation

Key Metrics:

• Followers

• Mentions

• Retweets

• Retweet Reach

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• Replies Reach

• Number of lists

• Social Capital99influence of Twitter followers

• Number of potential prospects sent to sales

• Posts

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�&2�#�� • Update bloggers on a regular basis about all new thought

leadership and new products

• Interact with (plus interview, video, etc) at all relevant

conferences and local events

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• Posts by social press

• Referrals from social press

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• Update bloggers on a regular basis about all new thought

leadership and new products

• Interact with (plus interview, video, etc) at all relevant

conferences and local events

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• usage of widgets (by count)

• Posts/mentions about social widgets offsite

• Referrals from offsite widgets (if any)

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�&2�#�� Post key thought leadership to:

• Reddit

• Digg

• Stumbleupon

Participate in communities:

• Review blog sources to identify additional bookmarking sites that

may drive traffic

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• Referrals from bookmarking/tagging sites

• Pages ranking on key terms from bookmarking/tagging sites

• Views and submissions

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• Add a social element to every campaign to expand reach and increase engagement

• Share videos, reviews, ratings, and polls

• Use promotions and contests to spread your message like refer9a9friend and flash deals.

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• Social profile data capture

• Social reach

• Impressions

• Social activity and conversions

• Influencers and fans

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• Campaign performance and ROI

• Trends over time

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• Participate on relevant message boards,blogs, and Q&A

platforms

• Provide insight and thought leadership within your comments

• Only include a link9back when relevant

• Work positive comments into your posts and then follow9up with

a more detailed planation

• Focus on building relationships

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• Increased brand awareness on influential blogs

• Link9backs and referring traffic

• Influencer mentions

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��&2�#�� • Update videos on social video sites and link to core site

− YouTube

− Facebook

• Create video series for YouTube

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• Referrals from photo sharing sites

• Views of photos on social sites

• Pages ranking on key terms from photo sharing sites

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�&2�#�� • Encourage members, customers and readers to share any

interesting

and relevant photos from social marketing or events

• Take pictures of any relevant events

• Utilize photo sharing sites to share images with links back to blog

and core site

− Flickr

− Facebook Photo Gallery

− Our Blog

− Google Plus Photo Albums

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• Referrals from social video sites

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• Views of videos on social sites

• Pages ranking on key terms from YouTube

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• Create list of podcast directories

• Repurpose webinar content when applicable for resource section,

promote

through podcast directories and iTunes

• Record relevant phone conferences for use as podcasts, promote

through

podcast directories

3� �,��#�� • Referrals from podcast directories

• Views of podcasts if hosted on podcast sites

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*��&2�#�� • Create X Slideshare presentations per quarter

• Post webinars, slide decks, infographics

• Optimize for SEO

• Generate views and leads

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• Followers

• Presentations

• Presentation views

• Number of leads generated

• Total views

• Downloads

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• Favorites

• Tweets

• Facebook likes

�Every channel has strengths and weaknesses. In addition, you will be

strong at producing some types of content and weak at others.

Realizing what these are before creating programs around them can

help set the stage for success.

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Generally, as your programs grow and mature, your frequency of activity will grow.

There are some best practices around what mix of content and how

many items should be shared per channel. For social networking,

microblogs and blogs, the numbers tend to be fairly straightforward.

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For other services, the first consideration should be whether your

company produces the type of content or has the type of business model that fit with the service. For example, geolocation services may

not be for you if your company does not have retail locations. Another

point to consider is your company’s willingness to share content on

social platforms. Below is a list of additional popular services to consider with some best

practice examples.

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Marketo,

Spredfast

Boris Agranovich, ��

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Documents

onlinecommunityadvisor.com€¦ · Online Video 10. Photo Sharing 11. Podcasting 12. Presentation Sharing 13. Additional Notes & Objectives ˘ ˇˆ˙˙˝˝˝˘ ˛ ˚˚˜ ! ˘˛ ˚!