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Building an
IntegratedSocial Media Plan
Cindy Kim @CindyKimPR
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“47% say Facebook has the greatest impact on purchase
behavior.”
“47% say Facebook has the greatest impact on purchase
behavior.”
Source: Edison Research
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“ 76% of Twitter users now post status
updates.”
Source: Edison Research
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“46% of online users count on social media when making
a purchase.”
“46% of online users count on social media when making
a purchase.”
Source: Nielsen
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Brands no longer control the message.
Consumers do.
Brands no longer control the message.
Consumers do.
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Harnessing the Power of Social Mediameans shifting from being tool‐focused to
customer‐focused to stay in step with your customers.
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Step 1: Arm Your Troops
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Pro Tips: Company‐wide Social Media Policy(internal or external or both)
Education Program Social Media Ambassador Program Best Practices Guidelines Triage Plan
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Step 2: Define Plan
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Pro Tips: Answer the question of “WHY” –awareness, sales, loyalty? Set expectations around goals Work with key stakeholders to build an integrated plan Communicate with key stakeholders Plan with customers in mind
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…Your Customers…Your Customers
KnowKnow
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Are they social?What channels are they using?
How engaged are they?
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Gather DATA… Customer/Prospect
Characteristics Influencers… Social Metrics (if
any) Web Metrics Business Metrics
Source: Jay Baer’s “Why Before How”
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Step 3: Integrating Social
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Pro Tips: Build a Social Media Playbook Create a Social Media Checklist for different business units Build customized training materials Build easy‐to‐use templates Mobilize your natives to support different business needs
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Events
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Hubspot
Preview Blog
Webinar
Slideshare
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TwitterTake questions via TwitterEngage w/ live tweeting
Promote on‐demand webinar/blog
FacebookTake questions via FB
Engage w/ live FB updates Promote on‐demand webinar/blog
LinkedInPre‐promote events/webinar
Promote on‐demand webinar/blog
SlidesharePost slides to Slideshare
Promote across SM channelsBlog about it…
Hubspot
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Blogging
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Campaigns + Facebook
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Email & Facebook
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Support
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Ford Motor Co. uses social media to be more proactive with customer issues and concerns –an average of 2,000 people weekly via social media.
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Engagement
Four Seasons turns online engagement to offline
relationship
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Product Development
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Step 4: Aligning Content
ToSocial
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“What’s fascinating about Coca‐Cola’sforay into content marketing isn’t just
that a beverage producer has recognized the value of using content
to engage its audience.” ‐ CMI
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Content that
triggers results
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First…Identify what content your customers wantSecond…understand the role of social
Third…build a customer‐centric content strategyFourth…design an integrated multi‐channel program
Lastly…measure the impact
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Step 5: Execute as a Team
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Align Business Goals
with Social Metrics
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EngagementReach (Influencers)Repeat Engagement
Share of VoiceConversions
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First Things FirstStart Small
Strategy & GoalsPolicy
People + Technology + ProcessesMeasure As You Go