your social media plan in 6 steps
TRANSCRIPT
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@thinksocialbe
www.thinksocial.be | +32 474 259 302 | Lindberg 44, 2520 Antwerp, Belgium
6 Step Social Media Plan
Social Media Channels
6 Steps to Creating a Social Media Plan
Budgeting for Social Media
Getting Started
www.thinksocial.be | +32 474 259 302 | Lindberg 44, 2520 Antwerp, Belgium
Social media are media for social interaction, using highly accessible and
scalable publishing techniques. Social media use web-based technologies to turn
communication into interactive dialogue. Andreas Kaplan and Michael Haenlein also
define social media as "a group of Internet-based applications that build on the
ideological and technological foundations of Web 2.0, which allows the creation and
exchange of user-generated content."[1] Businesses also refer to social media
as consumer-generated media (CGM). A common thread running through all definitions
of social media is a blending of technology and social interaction for the co-creation of
value.
…social media isn’t media at all–it’s simply a conversation with two or more people. It’s
an action. Not a site. Social media isn’t twitter. Or Facebook. It isn’t the new website
flavor of the week. It’s the ability to have conversations online with others, whether it is
your market, customers, colleagues, or anyone who happens to come across your
conversation.
(Scott Stratten, Unmarketing)
What is Social Media ?
Wikipedia
Scott Stratten
www.thinksocial.be | +32 474 259 302 | Lindberg 44, 2520 Antwerp, Belgium
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
Wat is Sociale Media ?
www.thinksocial.be | +32 474 259 302 | Lindberg 44, 2520 Antwerp, Belgium
4.5 MIO Facebook users in Belgium
Almost 1 MIO Linkedin Profiles
100K Twitter Profiles
+/- 10K Google+ members
+/- 600K videos on Youtube
( bron: bvlg.be )
Some Figures
www.thinksocial.be | +32 474 259 302 | Lindberg 44, 2520 Antwerp, Belgium
750 Million Active Users Worldwide
200 Million On Mobile Devices
130 Average number of friends
x 2 twice as active as non-mobile users
70% Users outside of the U.S.
Facebook Facts
90 Average pieces of content / month
35-40y Fastest growing segment
www.thinksocial.be | +32 474 259 302 | Lindberg 44, 2520 Antwerp, Belgium
150 Million Registered Users
460.000 New Accounts Daily
182% Increase of Mobile Use
140 Characters Max
140 Million Tweets Daily
640 Tweets per Second
Twitter Facts
www.thinksocial.be | +32 474 259 302 | Lindberg 44, 2520 Antwerp, Belgium
35 Hours of Video uploaded every Minute
2 2nd Largest Search Engine on the Web
2 Billion Views Daily
YouTube Facts
www.thinksocial.be | +32 474 259 302 | Lindberg 44, 2520 Antwerp, Belgium
Customer Service
Product / Service Feedback
Networking and Job Searching
Promotions
News
Internal Communications
Use of Sociale Media?
www.thinksocial.be | +32 474 259 302 | Lindberg 44, 2520 Antwerp, Belgium
Preplanning
Listen to the Conversation
Create Your Target Profiles
Set Specific Goals
Join the Conversation
Measure ROI
Sociale Media Planning
www.thinksocial.be | +32 474 259 302 | Lindberg 44, 2520 Antwerp, Belgium
Step 1 - Pre-Planning
Questions to ask internally:
Where do our customers get their information
What influences our customers?
How does information flow in our industry?
What promotional channels are we currently using?
✓Are they working?
Asking questions indicates how social media can be used to complement your business goals.
www.thinksocial.be | +32 474 259 302 | Lindberg 44, 2520 Antwerp, Belgium
Step 2 - Listen
Secure your brand on social platforms
✓ Usernames are often unique
✓ Use consistent usernames across all platforms
Set up monitoring channels
✓ Google Alerts
✓ Social Mention
✓ Technorati
✓ Twitter Search
✓ Radian6, Hootsuite etc
Monitor influencers, competitors, blogs/comments, and industry news sources
www.thinksocial.be | +32 474 259 302 | Lindberg 44, 2520 Antwerp, Belgium
Step 3 - Target Profiles
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
www.thinksocial.be | +32 474 259 302 | Lindberg 44, 2520 Antwerp, Belgium
Step 3 - Target Profiles
Find key attributes from monitoring channels
Chart presence on social media
Market Segmentation
✓ Demographic
✓ Geographic
✓ Psychographic
✓ Behavioralistic
Continue gathering customer data at each step of your plan
www.thinksocial.be | +32 474 259 302 | Lindberg 44, 2520 Antwerp, Belgium
Step 4 - Social Goals
Increase brand awareness
Increase traffic/Opt-ins
Develop business partnerships
Boost SEO/SEM results
Generate Leads
Reduce CRM costs
Increase Revenue
www.thinksocial.be | +32 474 259 302 | Lindberg 44, 2520 Antwerp, Belgium
Step 5 - Join the Conv
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
www.thinksocial.be | +32 474 259 302 | Lindberg 44, 2520 Antwerp, Belgium
Step 5 - Join the Conv
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 ideas
Share calendar with everyone involved
www.thinksocial.be | +32 474 259 302 | Lindberg 44, 2520 Antwerp, Belgium
Step 5 - Join the Conv
Be Transparent and Authentic
✓ Don’t be evasive
✓ Offer your name, title, experience
✓ Admit your interests in the topic
✓ Define your credibility
Strive to answer questions about your authenticity
Don’t focus on selling, focus on engagement
Earn a reputation, then introduce trusted products
www.thinksocial.be | +32 474 259 302 | Lindberg 44, 2520 Antwerp, Belgium
Step 5 - Join the Conv
Have rules of engagement
✓ Know what to do with negative comments
✓ Determine who is involved in responses
✓ Admit to mistakes and thank those who bring it to attention
✓ Respond Kindly
Share the rules with your team
Turn brand “detractors” into “advocates”
✓ People remember bad experiences, but will buy again if it’s corrected
www.thinksocial.be | +32 474 259 302 | Lindberg 44, 2520 Antwerp, Belgium
Step 5 - Join the Conv
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 conversation
When customers trust your content, they’ll trust your products
www.thinksocial.be | +32 474 259 302 | Lindberg 44, 2520 Antwerp, Belgium
Step 6 - Measure Returns
What is a Return?
✓ Non-financial
๏ Visitors, word of mouth, page views, fans, followers
✓ Financial
๏ Sales, Transactions, Coupons
๏ ROI
✓ Not all returns have to be $$ or €€ to bring value !
www.thinksocial.be | +32 474 259 302 | Lindberg 44, 2520 Antwerp, Belgium
Step 6 - Measure 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
www.thinksocial.be | +32 474 259 302 | Lindberg 44, 2520 Antwerp, Belgium
Step 6 - Measure 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
www.thinksocial.be | +32 474 259 302 | Lindberg 44, 2520 Antwerp, Belgium
Step 6 - Measure Returns
Develop Activity Timeline along same baseline
Diagram exact dates in which key SM activities occurred
✓ 11/8 blog started
✓ 13/8 Facebook page started
✓ 15/9 FB ad campaign begins
✓ 17/9 FB ad ended
Note Milestones on diagram
✓ 500/1000/10,000 fans
✓ 100 clicks to blog link
www.thinksocial.be | +32 474 259 302 | Lindberg 44, 2520 Antwerp, Belgium
Step 6 - Measure Returns
What are the transaction precursors?
✓ Brand mentions
✓ Loyalty metrics
✓ Store traffic
✓ Free sample offers
Overlay all timelines and look for patterns
✓ SM Activities
✓ Web Analytics
✓ Store Metrics
✓ Loyalty Metrics
www.thinksocial.be | +32 474 259 302 | Lindberg 44, 2520 Antwerp, Belgium
Social Media Budgetting
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?
www.thinksocial.be | +32 474 259 302 | Lindberg 44, 2520 Antwerp, Belgium
Social Media Budgetting
What to budget for?
✓ Time
✓ Design and Branding
✓ Analytics Tools
✓ Social Monitoring
✓ Automation Applications
✓ Social Media Advertising
✓ Outsources/Consulting
www.thinksocial.be | +32 474 259 302 | Lindberg 44, 2520 Antwerp, Belgium
Getting Started
Start with platforms you can actively maintain
What 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
✓ Hootsuite
✓ Sendible
www.thinksocial.be | +32 474 259 302 | Lindberg 44, 2520 Antwerp, Belgium
Additional Resources
Blogs
✓ Socialmediaexplorer.com
✓ Socialmediatoday.com
✓ BrianSolis.com
✓ Mashable.com
www.thinksocial.be | +32 474 259 302 | Lindberg 44, 2520 Antwerp, Belgium
The Strategies
✓ Socialmediaexplorer.com
✓ Socialmediatoday.com
✓ BrianSolis.com
✓ Mashable.com
✓ Socialmediaexaminer.com
✓ Jeffbullas.com
✓ Marismith.com
✓ Tweetdeck.com
✓ Ping.fm
✓ Hootsuite.com
✓ Trackur.com
✓ Socialmention.com
✓ Sendible.com
....
BLOGS TOOLS
www.thinksocial.be | +32 474 259 302 | Lindberg 44, 2520 Antwerp, Belgium
Questions ?
31
thinksocialbe
Lindberg 44, 2520 Antwerp, BE
+32 (0) 3 366 35 45
wim.temmerman
www.thinksocial.be
@thinksocialbe
Www.Mywebsite.Com | +12 34 567 890 | Street Address 12345, City, Country
08/25/11
THANK YOU See you in a next Presentation !