social media plan anatomy
DESCRIPTION
A failure to plan is a plan for failure. Learn how to develop a sound social media plan that can be properly utilized, modified and measured. Have a clear road map, gain an understanding of your audience(s) and build a business case for social media within your organization. Presented at Social Media for Business Event in Tempe, AZ on August 20, 2009.TRANSCRIPT
The Anatomy of a Social Media Plan
Presented by: Mike Corak & Chris Sietsema
8.20.09
Quick Intro
• Mike Corak • Chris Sietsema
not to scale
Don’t Forget
• Twitter Hashtag:#SMAZ
• LinkedIn Group: http://budurl.com/smaz
• More Info (archives, video, next event details):SocialMediaAZ.org
Planning Starts with Homework
• Listening
• Competitive Analysis
Planning Starts with Homework
John Q. Customer
Objectives
• Aligned with Business Objectives• Consider Campaign Type
Community Relations/
Customer Service
Influencer/ Media Relations & Engagement
General Awareness, Event Promotion,
ROI
Your Message
• Consistency with Brand / Other Mediums• A Reflection of Audience Interests• Opportunity Unveiled by Listening
Source: VikaValter
Becoming Familiar with Tactics
• What is Feasible with Each?• Selecting the Right Tool• Align Tactics with Objectives
Connecting the Dots
Grow Awareness
Customer Service
Engage NewAudiences
STRATEGY
Sample Objectives
Connecting the Dots
• Encourage Interaction, Activity, Play• Creative Engagement
• Your Message, Your Way : – Your Social Thumbprint
Measurement
• Pure Numbers– Followers / Fans– Engagement
• Web Analytics– Site Traffic– Sales / Leads
• Sentiment– Positive – Negative– Neutral
Source: Nick Sayers
Resources
• Common Fallacy: – Social Media is Cheap– Time ≠ Money
• Enough Time from the Right People• Future Resourcing?– CEO, CFO, CTO, CMO … CSMO?
Source: practition^r
Review of Plan Anatomy
• With Planning:
Source: puliarf
Review of Plan Anatomy
• Without Planning (let’s be honest):
Source: NMSA.org.au
Review of Plan Anatomy
Research
Messaging
Tactics
Measurement
Strategies
Objectives
Resources
Key Elements
• Active & Ongoing Listening• Flexibility: Count on Change• Relationships Over Revenue
• Not a Game of Follow the Leader–Rather You Are Building the Playground
Questions?
• Twitter Hashtag:#SMAZ
• LinkedIn Group: http://budurl.com/smaz
• More Info (archives, video, next event details):SocialMediaAZ.org
Gee, Thanks.
• Mike Corak
• 480.505.4553• @mikecorak• linkedin.com/in/mikecorak
• Chris Sietsema
• 480.505.4529• @sietsema• linkedin.com/in/sietsema