BY: DERRICK WALKERFOR: SOCIAL INK!

Creating a Social Media Plan

Overview

Social Media Channels6 Steps to Creating a Social Media PlanBudgeting for Social MediaGetting StartedQuestions

What is Social Media

Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques.

- wikipedia.org

What is Social Media?

An ongoing conversation that’s happening RIGHT NOW

A promotional channel for content distribution

A long-term return on investment A steady stream of information for:

Research Feedback Building Relationships with customers, clients,

contacts

Current Statistics

Over 50% of people in the US have at least 1 social media account

Social media makes up over 17% of all online usage Overtaken email as #1 activity on the web

93% of Americans believe companies should have a social media presence 85% believe those companies should be interacting

with customers

Social Media Facts- Facebook

1.5 Billion active users worldwide 819 Million on mobile devices Mobile users are twice as active as non-mobile users

53% female, 46% male300 Million Photo uploads per dayThursdays and Fridays, engagement is 18%

higherAverage time spent on Facebook is 20 minutes4.75 Billion pieces of content shared dailyLargest segment is 25-34 years old

Social Media Facts- Twitter

1 Billion registered users500 million tweets sent daily100 Million active users daily170 minute spent per user on Twitter

MonthlyPeak days to tweet are Tuesday & WednesdayMillennials and Teens are most active

segment

Social Media Facts- Instagram

1oo million active users40 million photos posted daily8500 likes per second1000 comments are made per second98% of Instagram photos are shared to

Facebook28% The most active ages are 30 and 49 use

Social Media Facts- YouTube

1 Billion unique visits each monthOver 6 billion hours of video are watched each

month on YouTube Almost an hour for every person on Earth, and 50%

more than last year 100 hours of video are uploaded to YouTube

every minute 70% of YouTube traffic comes from outside the

US According to Nielsen, YouTube reaches more

US adults ages 18-34 than any cable network

Social Media Facts- Pinterest

70 Million users as of 201347% of US online consumers have made a

purchase based on recommendation from Pinterest

Pinterest generates 4x more revenue per click than Twitter and 27% more than Facebook

Pinterest buyers spend more money on items than any of the other top 5 social media sites

Conversion rates for Pinterest traffic are 50% higher than conversions from other traffic

80% of total pinterest pins are repins

Social Media Facts– Google+

Over 350M UsersGoogle plus has great SEO benefits

Google plus links are all “dofollow”, meaning they pass valuable link juice

Posts are crawled and indexed immediately Bots crawl 2,500 words on a + page, vs 275 on

FacebookGoogle Plus for business offers more

integrated analytics on your business page

How is Social Media Used?

Customer ServiceProduct/Service FeedbackNetworking and Job SearchingLead Generation/SalesPromotionsNewsInternal communication

Creating a Social Media Plan

Steps:1. Preplanning2. Listen to the Conversation3. Create Your Target Profiles4. Set Specific Goals5. Join the Conversation6. Measure ROI

Step 1 - Preplanning

Questions to ask internally:Where do our customers get their informationWhat influences our customers? How does information flow in our industry?What promotional channels are we currently

using? What is currently working the best/worst?

What is my sales funnel? How are leads qualified?

Asking questions indicates how social media can be used to complement your business goals.

Step 2 – Listen to the Conversation

Secure your brand on social platforms Usernames are often unique Use consistent usernames across all platforms

Set up monitoring channels Google Alerts Tweet Reach Tagboard Twitter Search/Twitter Lists

Monitor: individual influencers, competitors, blogs/comments, and industry news sources

Step 3 – Create Your Target Profile

Focusing on key target segments lowers marketing costs

Example: Target Audience is 25-35 $350 Billion in spending power Spend 20 hours online weekly 96% of them join social networks

This information can be gathered through market research, surveys, or previous studies

What is the perfect prospect?

Step 3 – Create Your Target Profile

Find key attributes from monitoring channelsChart presence on social mediaDetermine Market Segmentation

Demographic Geographic Psychographic Behavioralistic

Continue gathering customer data at each step of your plan

Step 4 – Set Specific Social Goals

Increase brand awarenessGenerate LeadsIncrease traffic/Opt-insDevelop relationships with current customersBoost SEO/SEM resultsReduce CRM costsIncrease Revenue

Step 5 – Join the Conversation

3 Phases of Social Equity Awareness

Qualify fans and followers as leads Engagement

Increase long-term communication Exclusive promotions will help turn advocates into

customers Social Commerce

Determine small data set to introduce products to Gather product reviews

Step 5 – Join the Conversation

Establish an Editorial Calendar Choose specific days for posting content Be consistent – you’re a news source Helps stay on track and organize content Choosing specific topics each day helps find content

ideasShare calendar with everyone involvedUse video to build quality content

Doesn’t have to be professional Include descriptions and tags for search engine

optimization Post video with content on your blog/website

Step 5 – Join the Conversation

Be Transparent and Authentic Don’t be evasive Offer your name, title, experience Admit your interests in the topic Define your credibility (Use LinkedIn to build your credible

profile) Contribute quality input on topics of interest

Strive to answer questions about your authenticity

Don’t focus on selling, focus on engagementEarn a reputation, build trust, then sell to

qualified leads

Step 5 – Join the Conversation

Be the expert in your industry Write about what you know Offer insights to those who ask for it Share links to resources you think add to the

conversationUse topics you monitor to start conversation

Articles/blog posts Community Forum Threads Conversation from social media groups

When customers trust your content, they’ll trust what you’re selling

Step 5 – Join the Conversation

Have rules of engagement Know what to do with negative responses Determine who in your organization is involved in

responding Admit to mistakes and thank those who bring it to

attention Respond Kindly

Share these rules with your teamTurn brand “detractors” into “advocates”

People remember bad experiences, but will buy again if it’s corrected

Step 6 – Measure Your Returns

What is a Return? Non-financial

Visitors, word of mouth, page views, fans, followers, referrals

Financial Sales, Transactions, Coupons ROI

Not all returns have to be $$ to bring value

Step 6 – Measure Your Returns

Qualitative Are we part of our industry’s conversation? How do our customers perceive us versus our

competitors? Did we build key relationships? Are we moving from monologue to dialogue?

Quantitative Website Analytics Social Mentions SEO Rankings Linkbacks Subscribers

Step 6 – Measure Your Returns

Establish before/after baseline What did our online environment look like before

social media? What online channels were we using? What does it look like now?

Determine hard numbers here 5.5% conversion rate before 8.5% conversion rate now

This baseline should track at least 6 months

Step 6 – Measure Your Returns

Develop Activity Timeline along same baseline

Diagram exact dates in which key SM activities occurred 8/11 blog started 8/13 Facebook page started 9/15 FB ad campaign begins 9/17 FB ad ended

Note Milestones on diagram 500/1000/10,000 fans 100 clicks back to blog link

Step 6 – Measure Your Returns

Look at Key Performance Indicators (KPI) Transactions New Customers Sales Revenue Average Order Size E-mail list size

Use Google Analytics to determine exact numbersWhat are the transaction precursors?

Brand mentions Loyalty metrics In-Store traffic (Online/Off-Line) Free sample offers

Step 6 – Measure Your Returns

Overlay all timelines and look for patterns SM Activities Web Analytics Store Metrics Loyalty Metrics

Circle areas where increases occur

How were specific numbers achieved? Facebook promotion Product launch Press release Coupon offer

Budgeting for Social Media

Allocation vs. Addition Do you raise new funds or borrow from existing

budgets?How to determine Allocation or Addition

What are your goals? How much is your existing marketing budget? Which current tactics work? Which are most

expensive? What internal resources are available?

Budgeting for Social Media

What to budget for: Time Design and Branding Analytics Tools Social Monitoring Automation Applications Social Media Advertising Outsources/Consulting

How to Get Started

Start with platforms you can actively maintainWhat outsourcing is needed?

Design, development, content management, market research

Plan your content flow Will you push content through all channels?

Find tools to automate processes Tweetdeck (now by Twitter) Hootsuite Sprout Social Mailchimp Tweetreach

Additional Resources

Blogs Mashable.com Inc.

Tools Tweetdeck Hootsuite

Questions?

Contact me at: Twitter.com/socialinkdfw Facebook.com/socialinkdfw Instagram.com/socialinkdfw