social media plan

Social Media PlanLauren HendrixMarketing InternImaginatik

“Let’s CONNECT!”

© 2012 Lauren Hendrix

Why Social Media?


Goal


Current Audience


Future Audience

Fun Fact:Only 27% of B2B leads are sales-ready when first generated. Lead nurturing essential for capitalizing on the other 73%.


Ideal Audience

REAL people: VPs CIOs Attendees

Those we meet at events, webinars, etc.. Influencers

Have a large reach Active in Innovation

#innovation Bloggers

Conversations/Groups: Actively discussing innovation Including thought leaders, VPs, CIOs NOT companies: company

page are maintained by social media people who have little influence

Interest-Specific Targeting


Side Audiences

Personal: Bloggers, Tweeters, Writers who are

focused on innovation

Media Contacts: Newspapers Journals Magazines Online


Stalk & Capture Catch that Tweety Bird!


Current Audience

Followers: Large amount of personal accounts NO CIOs Some VPs

•

Following: Current clients Past clients Innovative Companies Innovative Individuals

Hashtag: About webinars

40% in the U.S.


Insights


Stalk & Capture

Search bar: Those who are innovation active and influencers Those who #innovation Those tweeting at our company Those who are VP’s, CIOs, innovation writers, etc..

Capture: Direct message Respond to one of their tweets Provide tweeter with information Link tweeter to an Imaginatik employee

Follow Them!

QUALITY > Quantity


Engage & Maintain & Follow Up


Proof


Current Audience

Outside the U.S.

Slow and steady increase

Those who “Like” our page, like us enough to attach us to their personal profiles.


InsightsViral- when someone’s friend shares the story and that someone views it


Stalk & Capture

Facebook is more difficult than our other social networking sites. We cannot reach out directly to other Facebook users. Users must come to us.

When connecting with tweeters, bloggers, etc. invite them to connect with us on Facebook.

Can include Facebook links to Twitter and LinkedIn.

Create exclusive Facebook content that drives users to “Like” our page.

QUALITY > Quantity


Proof


Current Audience

Quality followers: VP CIO

Not enough: Followers Interaction Clients- Past & Present Leads


Current Audience Insights


Insights


Stalk & Capture

Imaginatik & Employees: Connect with current connections at client companies &

those we meet at conferences Send a personalized message Send links to other social networking sites Offer your help

View groups focused on: Innovation New product development

In these groups: Select those who are VP, CIO, etc… Send a personalized message to connect

QUALITY > Quantity


Say “Hello” to followers

Other Groups: Answer questions Pose Questions Link people to our innovators who can help!

Imaginatik’s Group: Mix it up: Offer tips and tricks, not just information about

our latest blog post. Solicit: Ask followers what they want from Imaginatik Questions: Poll, answer and ask questions on our site and

group sites we are apart of Change status headline every day



Proof


Current Audience(Website)


Traffic & Engagement


Blog Insights

Blog Insights

Above 1,000 views in July!

Since the Navi's interview, there have been 266 views!

SM is helping lead readers to our blog!


Stalk & Capture

Employees: Reach out to current quality contacts Engage them by sharing tips on our website, in a

blog or in an upcoming webinar.

SM sites: Utilize Twitter and LinkedIn as search engines. Find quality contacts Invite contacts to blog for us Invite contacts to share brilliant innovation ideas. Contact and share website, blog and webinar

content.


“WEBINAR WEDNESDAY” Pre Webinar:

Advertise on all SM sites Advertise benefits and prizes Share with all clients or Leads Webinar countdown

Post Webinar: Post questions on all SM sites about slides or issues

discussed during the webinar Announce success Announce winners (directly tag companies and people)




Blogging Invite experts to blog for Imaginatik and to subscribe/follow On all SM sites:

Pre Blog Announce upcoming blog topic Ask people what their opinion is on the topic Blog countdown Blog Teasers (bits and pieces of the blog)

Post Blog Ask opinions on the blog Ask readers what they want to hear next Positions

Imaginatik as the expert Drop links onto social bookmarking sites:

StumbleUpon, Digg, Reddit© 2012 Lauren Hendrix

Proof


Google + & YouTube

Google + & YouTube are not priorities

They must be kept up-to-date

We have them to maintain a presence


FUTURE: Priorities


Engage

Information&

Adoration

Follow

Maintain

Search

THE FUTURE: Audience

We caught that Tweety

Bird!


THE FUTURE: Messaging


THE FUTURE: Evaluation 2 week check up

Hootsuite & Google Analytics Visit all social networking sites and record the

numbers: New followers Retweets Mentions Page views.. Etc…

Track in a spreadsheet

If approached by a client, ask: “How did you hear about us?”


Website bios: Moving .gifs instead of photos

Introduce: SlideShare http://www.slideshare.net/ Can attach blog and presentations without

“presenting” Appears on profile and updates in network feeds SlideShare draws 60 million visitors per month For B2B marketers, it attracts 3X more traffic

from business owners than any other social media site.

FUTURE: Ideas


http://www.slideshare.net/

Why use Social Media?

It is an essential Lead-Nurturing tool.


Future Ideas

More to come from the lovely Caitlin Mann…


(some) References….

Although Facebook is the most important social media lead generation tool for b2c marketers (with 77% saying they had had acquired a customer through Facebook, compared to 60% for a company blog), among B2B companies, LinkedIn was the most effective, with 65% having acquired a customer through the professional network, followed by company blogs (60%), Facebook (43%), and Twitter (40%). (Marketing Charts)Read more at http://www.jeffbullas.com/2012/07/24/72-fascinating-social-media-marketing-facts-and-statistics-for-2012/#trE8PrZMguKCD4oR.99

One-third of global b2b buyers use social media to engage with their vendors, and 75% expect to use social media in future purchases processes.Read more at http://www.jeffbullas.com/2012/07/24/72-fascinating-social-media-marketing-facts-and-statistics-for-2012/#trE8PrZMguKCD4oR.99

executives need to be involved in social media. 77% of buyers say they are more likely to buy from a company whose CEO uses social media. 94% said C-suite social media participation enhances a brand image. And 82% of employees say they trust a company more when the CEO and leadership team communicate via social media.Read more at http://www.jeffbullas.com/2012/07/24/72-fascinating-social-media-marketing-facts-and-statistics-for-2012/#trE8PrZMguKCD4oR.99

of consumers say they have stopped following a brand on Facebook because the information it posted had become “too repetitive and boring.” Read more at http://www.jeffbullas.com/2012/07/24/72-fascinating-social-media-marketing-facts-and-statistics-for-2012/#trE8PrZMguKCD4oR.99

% of marketers have generated leads using Twitter, and 20% have closed deals.Read more at http://www.jeffbullas.com/2012/07/24/72-fascinating-social-media-marketing-facts-and-statistics-for-2012/#trE8PrZMguKCD4oR.99

55% of all Twitter users use the service to share links to news stories, and 53% retweet others. Read more at http://www.jeffbullas.com/2012/07/24/72-fascinating-social-media-marketing-facts-and-statistics-for-2012/#trE8PrZMguKCD4oR.99

57% of B2B marketers say SEO has the biggest impact on their lead generation goals.Read more at http://www.jeffbullas.com/2012/07/24/72-fascinating-social-media-marketing-facts-and-statistics-for-2012/#trE8PrZMguKCD4oR.99

According to research by HubSpot, “SEO leads have a 15% close rate, on par with the close rate for direct traffic, and ahead of referrals (9%), paid search (7%), social media (4%), and outbound leads (2%).”Read more at http://www.jeffbullas.com/2012/07/24/72-fascinating-social-media-marketing-facts-and-statistics-for-2012/#trE8PrZMguKCD4oR.99

http://www.marketingcharts.com/direct/frequency-of-blogging-makes-a-difference-for-customer-acquisition-21276/

http://www.jeffbullas.com/2012/07/24/72-fascinating-social-media-marketing-facts-and-statistics-for-2012/%23trE8PrZMguKCD4oR.99








social media plan

Career

social media people

innovation writers

innovation active

withsocial media

current followers

company page

innovation hashtag

facebook links