social media plan strategy & process

PLAN Strategy, planning &

deployment process

MEDIA

SOCIAL

We don’t have a choice on whether we do

social media, the question is how

well we do it. Erik Qualman, American author of Socialnomics

A business pitch:

Social media planning & strategy

in 9 steps

So what we have today!

Listen Identify

needs Know

audience

Crack

strategy

Select

channels

Create

content

Go

als

Resu

lts

Build a team

LISTENING

Listen

Listen what people are talking about your brand and find out where they are publishing

Plug social media monitoring tools into brand listening and competition tracking

• Track keywords relevant to your business

• Know the sentiments and share of voice

• Set instant alerts using google alerts, twilert, RSS, etc.

Study your brand’s marketing initiative

List down the best practice social media campaigns for reference

Reserve & secure your username across social networks before the competitor does.

IDENTIFY BUSINESS NEEDS

Identify

needs

Identify why your business should or wants to be in social media

You need a strong reasons;

• Your competition is using it.

• Your target audience is there,

looking for information that your

business should provide

• It’s the next generation of WORD OF

MOUTH marketing

• Enhance brand exposure, experience

and increase revenue

• Social media can help reduce the

cost of customer relation

• You want to build a sphere of your

influence

UNDERSTAND YOUR CUSTOMER

Know

audience

Define your audience profile

Employee

Customer

Influencer

Partner

http://www.flickr.com/photos/7855449@N02/2780459406/sizes/o/in/set-72157606844282993/

SET YOUR GOALS

Go

als

Establish your goals/objectives

REACH •Get closer to the audience wherever they are

AWARENESS

•Create awareness about business offerings

•Increase traffic & page views

•Get visible in search results

ENGAGE

•Ignite conversation and engagement with brand

•Invite audience to participate in brand activities

•Encourage and influence them to spread a word about your marketing activities

ACTION

•Collect database

•Generate leads & demand

•Increase footfalls and sales

LOYALTY

•Provide & improve customer service

•Reduce the cost of CRM

•Build relationship by providing inspiring and beneficial content

What’re the strategy actions?

Crack

strategy

The strategies helps achieve objectives

Be present and active in key social media sites

Build leading social presences

- no. of fans/followers/subscribers - monthly growth rate

Seize the ownership in this space and be active brand

- % of our social presences

Enable cross-functional collaboration and participation

Develop effective channel within the organization across the key functions

- quality content/feedback - response time - proper utilization of effort

Integrate into marketing mix

- % of social campaigns leading to on-ground activities - social channel awareness

The strategies helps achieve objective …contd

Share and spread inspiring & beneficial content that portrays brand values

Ignite conversation and engagement

- impressions/clicks - engagement rate (likes/comments/shares) - sentiments

Seek audience participation by providing reasons in order to drive footfalls/sales

- registrations - gifts/coupons distribution - referrals - conversions

Sustain and continue to influence your audience.

Build long term relationship with audience by providing customer service

- Customer satisfaction - positive word of mouth

Select a right mix of channels

Select

channels

Build a list of channels, which are appropriate to your strategy. And reason why?

Key

Social Platforms

Blogging

Photo Sharing

Micro Blogging

Social networking

Video Sharing

Message Boards

Build a storyline for audience

Create

content

Content is king. And it can be anything!

Campaign

Product/ Service

Question /Poll

Sale/ Discount/Offers

Fun & Festives

News/ Events

FB apps

FB ads

Tips/

Advice

Build calendar. Set the frequency. Schedule the delivery.

• Build weekly or monthly calendar

• Decide number of posts/format per

social media site

• Schedule the day and time for the

post for better engagement

• Use engagement tools (Hootsuite,

Facebook, Tweetdeck, etc.) for

scheduling the post (especially on

weekends)

TRACK YOUR PERFORMANCE

Res

ult

s

Analysis. Insights. Report.

YOU NEED A TEAM OF COMMANDOS

WITH LATEST WEAPONS

Build a team

Internal alignment. External integration. Connecting customers, employees and technology together to drive

efficiency and results.

Brand & Marketing

HR & Comms

Sales & Support

Team

Process

Tools

• Who’re the people, their roles and responsibility?

• What’s the process they are going to follow?

• What are the tools they are going to use?

Social media guidelines for customers & employees

THANK YOU!

Vinod Nagar,

Regional Social Media Manager Nokia - Asia Pacific, Middle East & Africa Operations

Currently, he’s working with Nokia as a regional social media manager for APAC & MEA Regions

based out of Dubai. Previously worked in Ogilvy, Euro RSCG, etc. where he enjoyed working on IBM,

Dell, HP, BSNL and list goes on.

His entrepreneur skills drove him to build the foundation of a digital and social media company in

Dubai as well. He provides digital marketing consultancy to some of media & ad agencies in Dubai.

Some of the brands include Clarins, Levis, Lulu Hypermarket, Thierry Mugler, Azzaro, BITS Pilani,

MBC2, Samsung, Ford, Du, Parachute, Almarai, etc.

You can reach out to me at www.vinodnaagar.com ae.linkedin.com/in/vinodnaagar

www.twitter.com/vinodnaagar (@vinodnaagar)

Email: vinodnaagar@gmail.com