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Social MediaAction Planner

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Listening

Start by listening to conversations about your company, industry and competitors.Listening is the first and most important step in building a solid social media strategy. Spend some time listening to the following areas to prepare yourself to launch an effective social media strategy.

Your Company or BrandHow many mentions are there of your brand?

What is the sentiment of the mentions?

What are people saying about your brand/company?

Who are the types of people who are talking about your company? What are they like?

Your CompetitorsWhat sites are your competitors active on?

What campaigns/social media efforts are they running?

What are they doing right?

What are they doing wrong?

How many mentions are there of your competitors?

What is the sentiment of the mentions?

What are people saying about your brand/company?

Who are the types of people who are talking about your competitors? What are they like?

Your IndustryWhat areas related to your brand/product/industry is your audience talking about?

What excites them about your industry?

What problems do they have related to your industry or brand?

What related content do people share and talk about?

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Defining your strategy upfront and knowing what you want to achieve will help you architect a successful planPurpose for Participating

Understanding your initial reasons for participating in social media will help to define a comprehensive strategy that matches your personal, marketing and business objectives.

Why are you interested in social media?

How do you think that a social media will benefit your brand, yourself or your organization?

What are you hoping to get out of your participation in social media?

Are there business or marketing goals that you are hoping to achieve?

Strategy



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Marketing StrategiesWhat are your marketing and business objectives for social media? RANK THEM (use 0 for

objectives that are not important at all)

Build positive brand equity for your organization

Position yourself/your organization as an expert

Acquire new customers/Lead generation

Build awareness for your business or your brand

Provide updates on company news/events

Build relationships and community with current customers

Search Engine Optimization

Get feedback from current and potential customers

Develop relationships with thought leaders/influencers in your space

Highlight talented individuals in your organization

Humanize your organization/give a personal “face” to the organization

Market Research

Focus groups

Humanize your brand

Word of mouth

Increase customer loyalty

Customer service

New product ideas

Drive sales

Promote New Products

Community building is a field of practices directed toward the creation or enhancement of community between individuals with a common interest. For an organization this may mean building a community of people who are passionate about your organization (ie. Starbuck’s Enthusiasts) or a passion area related to your company (ie. Kashi and Healthy Living, Canon and Photography). Search Engine Optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results. Usually, the earlier a site is presented in the search results, or the higher it "ranks," the more searchers will visit that site. As more and more consumers search for information online this is a growing area of importance for many businesses. Thought Leaders/Influencers for your industry are those leading the trends in the industry; those who others in your space or industry look to for advice. A blog can be an excellent entry-point to develop relationships.

http://en.wikipedia.org/wiki/Search_engine_results_page

http://en.wikipedia.org/wiki/Search_engine

http://en.wikipedia.org/wiki/Search_engine

http://en.wikipedia.org/wiki/Web_site

http://en.wikipedia.org/wiki/Individual

http://en.wikipedia.org/wiki/Community



Target Audience

Knowing your target audience as specifically as possible is key to creating great contentPlease enter as much information as you have. Reflect back on the rankings of the marketing objectives and assess if the targets are aligned with the prioritization of the marketing objectives.

If you try to speak to everyone, you’ll end up speaking to no one.

Who are you targeting:Who are they?

Where are they online?

What are they interested in?



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Content

What will you actually post on social networks?Creating Great Content

What is your target audience passionate about that is related to your product?

What unique and valuable content can you share that isn’t available elsewhere?

What unique expertise can you share?

How can you build KNOW, LIKE, TRUST?

What is in it for the READER?



Content Checklist

Is Your Content:

Providing value

Relevant to your target audience

Something your audience is passionate about

Solution oriented

Helps your audience know you

Helps your audience like you

Helps your audience trust you

Content Inspiration

Similar websites/blogs

Social Bookmarking sites

Discussion forums

Popular posts

Twitter streams

P



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Publishing

Publishing Options

How can you use each of these publishing options?

Blog

Email Newsletter

Webinar

E-book

Whitepaper

Podcast Video

Audio



Is Blogging right for you?Which of your social media marketing goals can a blog help you achieve?

What section of the brand building cycle can a blog effectively influence? How?

What areas are you an expert in? Is your target audience interested in these areas of expertise?

What can you write about that your target audience is passionate about and interested in? (hint probably NOT your product)

Can you commit the resources to run a successful blog?(post 1 – 3 times per week)



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Your Blog Plan

What is the overall theme of your blog?(hint: think of a tag-ling that summarizes the purpose of your blog)(hint: the more specific and targeted the better)(hint: it should be based on your content plan)

What are the categories for your blog?

(ideal blogs have 5 – 7 categories around a consistent theme)

List titles of sample blog posts for each category?

Who will write for the blog?

Who will have responsibility for the blog?



Leveraging the BlogosphereHow can you interact with bloggers to grow your business online?

1) Building Relationships. What types of bloggers could you benefit from building relationships with? How can they help your business?

2) Pitching Bloggers. Can you pitch bloggers on your business? How can you inspire them to write? Do you have a hook?

3) Monitoring the Blogosphere. What keywords should you monitor? Your name, competitors, category?

4) Other Creative Ideas?



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Sharing

Encouraging your “fans” to shareIs there content that you can encourage your fans to share?Photos

Videos

Stories

Contest Entries

Experiences

News

Information

Testimonials

Blog Posts

Other: ___________________________

Other: ___________________________

Other: ___________________________



Pinterest

Creating a Pinterest StrategyUnderstand: Whom do I want to reach? What do I want to achieve?

List 5-10 boards that you would create to pin and re-pin content. - -- -- -- -- -

List 5-10 types of boards, individuals, or businesses that you would follow/interact with- -- -- -- -- -

What are your competitors pinning?

What pinnable content will you create?

___Infographics___Informational Images (guides)___Photos___Website Content___Products___Other (describe below)



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Video

Which of your social media marketing goals can a video help you achieve?

What can you create videos for that your target audience is passionate about and interested in? (hint probably NOT your product)

List titles of sample videos for each category

Where will you post the videos?

How will you build an audience for the videos and where will you syndicate or share them?

Building Your Business with Facebook

How can Facebook benefit your business? Who can you connect with? Which marketing goals can you achieve? Is a Fan Page right for your business? What marketing objectives can a Fan Page help you achieve?

Who is the target audience for your fan page?

How can you build an initial audience for your fan page?

What content can you post to engage your fans?

Informative

Multi-media

Contests

Be Resourceful

Answer Questions

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Building your Business with LinkedInHow can LinkedIn Benefit Your Business?

What people can you connect with?

What groups can you join or start?

What content can you share with your LinkedIn network? Consider both personal and professional goals.

What can you start doing immediately to begin to take advantage of LinkedIn?

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Growing Your Business with Google+How can Google+ benefit your business?

Does your business need a Google+ local page, a company page or another type? (brand/product, company/institution/organization, arts/entertainment/sports, other)

What are your business goals on Google+?

Who will you add to your circles?

List 5 communities will you participate in

-----

What will you post in communities? Brainstorm a few ideas

Do you already have content you can post on Google+?

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Defining Your Objectives on TwitterWhat are your business or personal objectives for joining Twitter?

Who should you connect with to achieve these objectives?

What are your Objectives for using twitter?Before you get started on twitter, think about who you want to connect with and what you want to get out of your twitter experience (refer to Step 1 above). This can change over time, but having a good idea upfront will help you build your profile and followers.

Select the top 5 reasons that you are planning to use twitter:

Business Reasons

Customer service Company news Find new customers Connect with current customers Build awareness Lead Generation Provide information Discuss subjects that customers are interested in Build brand equity Customer feedback Drive Sales Get traffic to your blog/website Event updates Live coverage of events Connect with influencers Get media impressions Blogger outreach Other _________________________________ Other _________________________________ Other _________________________________

Twitter

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Twitter Execution planWho do you want to connect with on Twitter? (think target audiences)

What are their interests and how could I search for them? (hashtags, lists, etc.)

List 5 relevant search terms that you will track on twitter. These can names of your brand or category, competitors, industry terms, locations, etc. The search terms should reflect your purpose and objectives.

1. _________________________2. _________________________3. _________________________4. _________________________5. _________________________

** Monitoring search term key to successful listening on twitter. It will give you a feel for what your audience is interested in and how to engage them.

What will you tweet about?What are the people that you want to connect with interested in? What can you tweet about that would be valuable to them?How can you get creative and connect with your target audience? What can you offer them of value?

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Collaboration and Co-CreationAre there opportunities to leverage co-creation for your business?

Can your consumers help create or ideate around your product?

Do you have problems that your consumers can help you solve?

Discussion and ReviewWhat keywords can you search discussion forums for to find relevant conversations?

Do you have experts who can respond to questions on discussion forums on behalf of your company?

Are there review sites that you should monitor for your industry/product/company?

Collaboration

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Online Public RelationsManaging Public Relations Online

What niche sites/blogs/publications can be relevant to develop relationships with?

Who are key influencers in your space?

(bloggers, twitter, etc)

What news/information can you share through online PR?

Monitor and Measure

What Keywords are relevant to monitor?

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