Where you were and Where you should be…

SMPChannel Management

Social Media Plan:

• We understand it as the setting up, by a company or a person, of a strategy for a social web presence or a means of social participation, in order to tap a new channel for communication that can report many advantages.

• Today, the presence of a business in social media should be a major issue and not isolated actions without a goal or a clear horizon.

• So why do you want to be in Social Media????

Why do we need to take action and realize a Social communication plan?

Here is where you have to briefly describe the problems you face:

It is a loss of market share?The launching a new product?The need to build customer loyalty?Improper positioning of the brand ...

What do you want to achieve?• Here we define what the ideal solution to the problem posed in the

previous question.. This will become the target of the campaign.

For example: ...Increase our presence on the webTo increase our brand recognition.Generate traffic to our corporate website.Increase the level of interaction of our users or increase our contacts.Position ourselves as references in our sector through the generation of content.Launch new products and give more visibility to our campaigns.Improving our customer service and promote loyalty.Improve our reputation if it is not entirely good, or have it start if you do not know us. Increase salesEncourage repeat useReposition the brand

Etc.,……

Who are we addressing?

• The definition of the target/audience / community

• Here you should avoid purely descriptions socio-demographic (age, sex, habitat and social class).

• Complement them by descriptions of habits and attitudes (what they do, how they are and where the people think we're headed)

How is their relationship with our brand / product / services?

• This is where talk of "insights“; expressions that describe what people think and feel about the brand

• Try to put yourselves in the shoes of those who purchase or use the product / service; – what is it that prompts them to use or purchase the

brand / product / service? – This has an emotional effect.

By now you have monitored – What have

you found out? What is cooking out there?

So you have listened, did you locate your consumers? • What did you assess about their social activity? • Where is your audience?• What do they say about you?• Where are they talking?• Who are you on the internet? REPUTATION• Who do you want to be? IMAGE• What are your competitors doing?• Did you define your Key words?

What tools have you used to monitor?

• Did you use Social Bakers to get you the evolution of their fans on Facebook?

• Did you graph followers on Twitter with Twitter content?• Have you looked at the evolution of the conversations on

blogs with IceRocket?• Did you discover what social media sites send the most

traffic to your website with Google analytics?• Did you capture a screen shot of their Klout score?• Did you look at the evolution of the conversations on

various themes with Tweeter ven?

Give a reason why you need to use / improve your SM

What have you learned so far? What is your diagnosis or conclusion/s?

• What opportunities will using Social Media give you?• “We no longer control our brand – it is being shaped by our

customers in social media with or without us, so we must engage with them to protect and enhance the brand.”

• “Social media is where our communities are shifting their attention; we ignore them at our peril.”

• “If we delay our entry too long we risk being left behind by our customers and our competitors.”

Think about your Social Media Ecosystem

Draw a diagram with your group: What is in your center? What (platforms) will feed into it and what strategies will you have for each one of those SM platforms?

• Seek engagement - Where will you engage?• Create a link / bond with your users• Choose your formats…• What is the CORE MESSAGE?

CONTENT CONTENT CONTENT

Objectives…..

• Now you should be able to write out your objectives: This should reflect what you want to achieve. It should extend your brands strength online.

• Your objectives MUST be:QualitativeQuantitativeRealAchievableMeasurable

Strategies…..

• Now determine your strategies to achieve those objectives: How and where will you do it?

• What actions will you take on SM?– How will your relationship with the consumers

change?– Who is going to lead it?

Platforms….

• Now you should decide what platforms will be used as part of your SMP: – Decide what will be your command base – Web or

Blog?– Decide what tools you are going to use and why– How will you monitor your success on each one

(KPI)

Platforms….• Twitter:

Allows you to listen to our customers Allows you to engage with your customers immediately (customer service) Allows for creativity; promotions, coupons, prizes for fans, fun for consumers to want to return What will be your KPI’s – Key Performance Indicators: Nº of Followers?, RT’s?

• Facebook:

Moves traffic, a complementary platform that can be reinforced by using twitter Organic Publicity – a place that fans an visit, comment, participate in contests, surveys, etc. How will you create content and how will your fans interact here? What will be your KPI’s – Key Performance Indicators: Nº of Fans? Referrals from other sites?

• Blog:

Share your storyShare creative and valuable contentShare ideas, give suggestions, expert opinionsWill you use the blog to redirect all your traffic to other platforms or will it be to your website?

Think about your strategy here – what is going to be your home the web or the blog?What will be your KPI’s – Key Performance Indicators: Comments, Posts on other blogs?

Referrals from other blogs about your same industry?

• Etc., Etc.,

Manage….

For each of these platforms you should have management tactics:

• Twitter: x hours / x days / x weeks / x months• Facebook: x hours / x days / x weeks / x months• Blog: x hours / x days / x weeks / x months• Youtube: x hours / x days / x weeks / x months• Etc., etc.

What is your Framework for measuring Social Media? How??

Four common factors quantify social media success: Attention, Participation, Authority, and Influence.

Attention. The amount of traffic to your content for a given period of

time. Similar to the standard web metrics of site visits and page/video views.

Participation. The extent to which users engage with your content in a channel. Think blog comments, Facebook wall posts, YouTube ratings, or widget interactions.

Authority. Ala Technorati, the inbound links to your content - like trackbacks and inbound links to a blog post or sites linking to a YouTube video.

Influence. The size of the user base subscribed to your content. For blogs, feed or email subscribers; followers on Twitter or Friendfeed; or fans of your Facebook page.

Change your chip

It’s time to Listen and SHARE

break your mindsetand sets aside some of the old rules of marketing

Try to construct a

Community

Take in the new

culture

Don’t give up

This is a distance race

Relax, have funBe yourself

Thank You!Olga Berbés