How$To$Implement$a$$Social$Media$Marke5ng$Plan$$

With$Limited$Resources$

Elly$Deutch$April&23,&2013&#SMSSummit&

&

AGENDA$2  Who$is$Elly$Deutch?$

2  Leveraging$your$marke5ng$material$for$social$media$

2  Developing$a$social$media$strategy$and$policy$

2  Iden5fying$the$right$social$marke5ng$and$analy5cal$tools$

$2  Collabora5ng$with$partner$organiza5ons$

2  Socializing$your$website$

Leveraging$your$marke5ng$material$$

2  Create&audit&of&all&exis;ng&marke;ng&resources&

2  Get&to&know&the&background&and&intelligence&of&your&staff&and&company&

2  Gather&or&develop&marke;ng&goals&and&objec;ves&to&align&with&social&media&plan&

2  Understand&your&budget&and&prepare&

SQUARE$1$

2  Company&background&&&team&bios&

2  Mission&statement,&objec;ve,&&&company&purpose&

2  Press&releases,&media&kit&&&communica;ons&materials&

2  Past&&&current&partners/sponsors&

2  Website&materials&&&managers&contact&informa;on&

2  Email&marke;ng&materials&&&database&

2  Image&Database&

Create$audit$of$all$exis5ng$marke5ng$resources$

2  Try&a&team&building&exercise&to&get&to&know&all&the&members&in&your&organiza;on&

2  Understand&the&value&that&they&bring&to&the&company,&and&the&resources&you&already&may&have&in&house&

2  Encourage&the&advancement&of&learning&and&educa;on&

2  Touch&base&every&week&or&every&other&week&with&fun&&&“non2work”&related∾vity&

&

Get$to$know$the$background$and$intelligence$of$your$staff$and$company$

&2  What&is&the&purpose&of&having&a&marke;ng&strategy?&

2  What&are&the&marke;ng&goals&and&objec;ves&for&your&company?&

&2  Why&do&you&want&to&enhance&your&social&media&presence?&&2  What&synergies&do&you&see&between&your&tradi;onal&

marke;ng&and&your&social&media&marke;ng?&

2  How&can&you&align&your&goals&and&objec;ves&within&the&social&space&to&integrate&your&marke;ng&plan?&

2  How&can&you&help&set&reasonable,&realis;c&guidelines&and&expecta;ons&for&your&company?&

Gather$or$develop$marke5ng$goals$and$objec5ves$to$align$with$social$media$plan$

2  Breakdown&your&budget&

2  Eliminate&unnecessary&spends&&2  Es;mate&your&daily/weekly&alloWed&;me&

2  Develop&a&tracker&for&your&;me&&2  Op;mize&your&;me&wisely&

2  Revisit&;me&tracker&and&budget&monthly&

UNDERSTAND$YOUR$BUDGET$

Developing$a$social$media$strategy$

2  Understand&your&opportunity&

2  Iden;fy&conversa;ons&already&happening&around&your&brand&and&integrate&with&your&current&marke;ng&strategy&

2  Engage&in&conversa;on&and&establish&your&social&stature&to&become&an&influencer&in&the&social&space&

IT’S$AS$EASY$AND$AS$CHEAP$AS$1,$2,$3$(well$sort$of)$

VOICE$

LANGUAGE$

PURPOSE$

What$is$your$social$voice?$&Classy & &Excited & &Fun2loving&&Sassy & &Relatable& &Easy2going&

What$type$of$language$do$you$want$to$use$to$build$$your$voice$persona?$

&Authen;c& & &Understanding &Demanding&&Ac;on2oriented &Family2friendly &Realis;c&

What$is$the$purpose$of$your$voice$and$messages$you$are$$sending$to$your$customers?$

&Reward & &Entertain& &Provide&sustenance&&Connect & &Amuse & &Environment&&

3$STEPS$TO$START$CREATING$CONTENT$

Now$that$you’ve$built$your$voice,$$what$percentage$of$your$messaging$is$about….$

Lifestyle/Culture&

Brand&

Products&

STEPS$FOR$BUILDING$YOUR$SOCIAL$STRATEGY$

LISTEN$

GOALS/OBJECTIVES$

DEVELOP$STRATEGY$

BUILD$CONTENT$

ENGAGE$

MEASURE$

Your$customers$are$your$company,$so$it’s$impera5ve$$to$listen$and$learn$from$their$feedback$&2  Look&at&what&people&are&currently&saying&about&your&brand&online&

2  Keep&an&open&mind&and&take&everything&into&considera;on&

2  Decide&which&networks&generate&the&most&conversa;ons&and&serve&a&purpose&for&your&brand&

2  Iden;fy&key&influencers&& & & &&&2  Analyze&customer&feedback&and&track&sen;ment&over&;me &&&2&&&Assess&the&overall&conversa;on&&&plan&on&best&ways&to&engage&

LISTEN$$&

CREATE$GOALS$AND$OBJECTIVES$

2  Know&the&objec;ve(s)&of&the&company&like&the&back&of&&&&&&your&hands&&2  Understand&how&to&best&integrate&your&marke;ng&and&PR&efforts&into&your&social&media&marke;ng&

2  Collaborate&with&others&within&your&company&to&fully&comprehend&the&value&of&implemen;ng&social&into&your&marke;ng&structure&

2  Create&reasonable&and&aWainable&goals&for&your&company&online&

SOCIAL$STARTING$POINTS$2  Why&would&someone&“Like”&your&Page&or&follow&your&company?&

2  How&many&fans&does&your&Facebook&Page&or&Wikipedia&page&have&already?&

2  What&would&incen;vize&YOU&as&a&consumer&to&“Like”&a&Page&or&follow&a&company?&

2  How&do&you&go&about&engaging&new&fans?&

2  What&demographic(s)&are&you&trying&to&connect&with&online?&

2  How&tech2savvy&is&my&audience?&

2  How&oaen&do&I&interact&with&fans?&

2  How&are&people&going&to&find&my&social&pages&in&the&first&place?&

2  How&do&I&not&just&“add&to&the&noise”?&

2  What&is&the&purpose&of&being∾ve&on&mul;ple&channels?&

2  How&can&I&build&effec;ve&content&that&reaches&my&target&audience?&

2  Brainstorm&all&possible&keywords,&terms&and&hashtags&(#)&that&you&will&use&to&search&

2  Develop&ideas&about&what&kind&of&dialogue$will&best&engage&your&specific&audience&

2  Ideate&on&ways&to&promote&features&in&unique,&clear,&enthusias;c,&and&relevant&manner&

2  Set&yourself&up&to&deliver&informa;ve,&friendly&updates&that&serve&a&purpose&

2  Stay&consistent&with&social&voice&and&grammar&across&all&pladorms&&

2  Develop&“Rules&of&the&Road”&for&your&fans&&&

DEVELOPING$YOUR$SOCIAL$STRATEGY$

DEVELOPING$YOUR$SOCIAL$STRATEGY$(CONTINUED)$2  Establish&employee$guidelines$for&engaging&in&social&media&

channels&

2  Become&internal&customer$service$representa5ve$to&answer&ques;ons&online&

2  Present$a$posi5ve$brand$image&without&over&exci;ng&fans&with&excessive&!!!&or&emo;cons&!&

$2  Monitor$and$scan$social&channels&every&122&hours&to&respond&in&

;mely&manner&

2  Response$5me$is$cri5cal,&so&your&company&will&need&protocols&for&monitoring&your&pages&in&place&before&a&crisis&hits&

STRATEGY$FOR$BUILDING$YOUR$SOCIAL$CONTENT$

2  Develop&your&social&voice&/&persona,&and&stay$consistent$&2  Build$out$planned$content$a&week/month&in&advance&to&prepare&

for&upcoming&promo;ons,&events,&and∾vi;es&&2  Engage&target&audience&in&relevant$conversa5ons$&

2  In&addi;on&to&product/brand&news,&determine&relevant&topics&that&are&tangen;ally&related&to&the&brand&

&2  Create&a&dialogue$with&open2ended&ques;ons,&photos,&contests,&

polls,&etc.&

SOCIAL$CONTENT$IDEAS$KEY$TO$ONLINE$SUCCESS:$write&fresh,&engaging&content&that&is&relevant&to&your&brand&&WAYS$TO$KEEP$YOUR$CONTENT$FRESH:$$2  Give&exclusive&promo;ons&with&daily&or&weekly&deals&to&online&customers&2  Post&;ps,&trivia,&how&to’s&or&quotes&about&your&2  Provide&liWle&known&facts&or&behind&the&scenes&happenings&about&the&Grille&2  Poll&your&community&and&share&answers&2  Invite&user&generated&content&or&guest&publishers&on&the&page&2  Create&top&10&lists&2  Deliver&“roving&reporter”&fan&interviews&2  Livestream&events&&2  Deliver&breaking&news,&insights&and&upcoming&promo;ons&in&real2;me&2  Offer&opinions&and&create&controversy&2  Share&photos&of&your&brand,&products,&employees&and&rela;ve&news&2  Film&tes;monials&of&customer&apprecia;on&2  Run&giveaways&or&contests&for&VIP&experiences,&coupons,&gia&cards&or&swag&2  Give&rewards&or&loyalty&cards&to&fans&who&are&on&specific&channels&&

2  Create&meaningful$messages$and$relevant$updates$that&you&AND&your&consumers&would&want&to&read&(otherwise&it’s&just&noise)&

2  Monitor$keywords$and$hashtags$daily$to&engage&new&fans&and&add&new&followers&

2  Par;cipate&in&relevant&Twiaer$chats,&blog/forum&comments,&YouTube&videos&comments/annota;ons&to&increase&brand&exposure&&

&2  Iden5fy$and$interact$with$influencers,&partners,&consumers,&and&poten;al&consumers&&

2  Promote&and&reward$brand$advocates$and&other&loyal&customers&

2  Analyze$progress$and$implement$key$learnings$from&previous&interac;ons&

2  Be&professional,$respeccul$and$tolerant$with&consumers&&

2  Create$a$execu5on$plan&(post&frequency,&and&best&op;mal&;me/days)&and&response&protocols&

CREATING$YOUR$ENGAGEMENT$STRATEGY$

ENGAGE!$2  Engage&in&the&conversa;ons&already&

happening&online&

2  Express&your&points&of&view&and&have&your&social$persona$be&heard&

2  Listen&to&your&fans&and&provide&feedback&with&a&;mely&response&

2  Interact&with&new&customers&and&give$them$your$apprecia5on$

2  Develop&content&with&openeended$ques5ons$$

2  Make&your&fans,&customers,&and&online&influencers&feel$special$and$unique$

2  Encourage&fans&to&share$their$experiences$

IDENTIFY$YOUR$#1$METRIC$What$is$the$#1$purpose$for$growing$your$presence$online?$$2  Traffic&

2  Leads/Sales&

2  Reach&

2  Buzz&(Men;ons)&

2  Customer&Happiness&

MEASURE$AND$EVALUATE$

2  Use$established$metrics&that&are&relevant&with&your&objec;ve(s)&2  i.e.&Engagement,&

Demographic&breakdown,&Virality,&Sen;ment,&etc.&

2  Develop$a$dashboard&and&track&these&metrics&over&;me&

2  Analyze,$evaluate&and&implement&key&learnings&

Social$Marke5ng$Analy5cal$Tools$

2  #1&social&networking&site&on&the&web&2  More&than&1&billion&users&2  Instant&and&direct&connec;on&with&consumers&2  Photos&and&videos&are&most&shareable&content&2  Ease&of&engagement&and&user&generated&content&2  Variety&of&content&op;ons&2  Innova;ve&and&on&the&forefront&of&digital&tech&

WHY$DO$MARKETERS$USE$IT$

FACEBOOK$ANALYTICS$

2  600&million&users&&&400&million&tweets&per&day&2  Real2;me&news&feed&from&around&the&globe&2  Connec;on&to&resources&you’ve&never&had&access&to&before&

2  Transparency&and&authen;city&2  Instant&customer&service&&2  Mobile&marke;ng&icon&

WHY$DO$MARKETERS$USE$IT$

TWITTER$ANALYTICS$

2  World’s&largest&video&sharing&pladorm&

2  More&than&1&billion&unique&users&visit&YouTube&each&month&

2  25%&of&global&views&comes&from&mobile&site&

2  72&hours&of&video&uploaded&each%minute&

WHY$DO$MARKETERS$USE$IT$

YOUTUBE$ANALYTICS$

2  World’s&largest&professional&networking&site&2  200m&members&in&200+&countries&and&territories&

2  Network&includes&mul;tude&of&Fortune&500&companies&and&85&of&the&Fortune&100&companies&for&corporate&talent&search&

2  More&than&2.6m&Company&Pages&2  More&than&1m&Groups&worldwide&

WHY$DO$MARKETERS$USE$IT$

2  LinkedIn&FREE&Page&Insights&for&your&page&

&2  Ability&to&post&company&

updates&and&industry&ar;cles&

2  Shows&up&in&both&desktop&&&mobile&devices&

2  Especially&great&for&B2B&companies&

LINKEDIN$ANALYTICS$

2  400m&users&on&Google+&2  Op;mize&SEO&rankings&in&#1&search&engine&2  Professional&branded&page&like&LinkedIn&2  Control&your&content&with&Circles&2  Opportunity&to&connect&with&broader&fan&base&2  Google&apps&integra;on&2  Google+&Hangouts/video&chats&2  No;fica;ons&

WHY$DO$MARKETERS$USE$IT$

GOOGLE+$ANALYTICS$

Collaborate$with$partner$organiza5ons$

2  Remember&that&list&of&partners/sponsors&organiza;ons&you&work&or&have&worked&with&in&the&past?&USE$IT!$

2  Like,$follow,$&$interact$with&them&on&social&media&

2  Connect$with$the$digital$managers&of&the&companies&you&work&with&to&team&up&and&do&great&things&

2  Create&content$surrounding$current$campaigns&of&partners&or&sponsors&

2  Promote$uniqueness$of$partnerships$both&online&and&offline&

COLLABORATE$WITH$YOUR$PARTNERS$ONLINE$

SOCIALIZING$YOUR$WEBSITE$

2  Why&do&all&this&work&and&not&see&the&results?&

2  Add&visible&social&graphics&&&links&on&your&website&

&2  Add&social&sharing&buWons&to&your&website&

2  U;lize&free&blogging&pladorms&with&built2in&social&features&like&a&Wordpress&plugin&

2  Insert&social&links&into&your&website&infrastructure&

2  Integrate&Google&Analy;cs&into&your&website&

HOW$TO$INTEGRATE$SOCIAL$INTO$YOUR$WEBSITE$

MAXIMIZING$YOUR$WEBSITE$2  Op;mize&social&channels&with&similar&imagery&on&website&&2  Create&online&advocacy/loyalty&programming&for&returning&customers&to&your&website&

2  U;lize&Google&Ad&Words&or&Facebook&Ads&to&drive&followers&to&website&and&social&channels&

&2  Iden;fy&media&and&grassroots&resources&to&seek&out&influencers,&new&customers&and&returning&visitors&to&your&website&

2  Run&a&progressive&fan&campaign&on&your&social&channels&to&get&X&number&of&new&fans/visitors&by&Y&date&for&everyone&to&win&

&2  Analyze&progress&and&evolve&social&strategy&with&new&trends&and&learnings&from&online&interac;ons&with&consumers&

MASTERING$SOCIAL$MEDIA$$ON$A$SMALL$BUDGET$

2  Don’t&be&overwhelmed&&2  Prac;ce&your&10,000&hours&2  Be&a&master&of&your&own&mind&2  Set&yourself&up&for&success,&but&

learn&from&your&failures&2  Educate&yourself&and&learn&from&

others&2  Influencers&2  Top&companies&2  Blogs&2  Help&sec;on&2  FAQ&

2&Keep&an&eye&on&your&compe;;on&

MASTERING$SOCIAL$MEDIA$ON$A$SMALL$BUDGET$

2  Be&social,&don’t&just&be&online&

2  Engage,&interact&and&be&transparent&with&fans&and&followers&

&2  Set&up&a&reasonable&strategic&plan&for&your&organiza;on,&including&analysis&tac;cs&on&how&to&track&your&success&

2  Evangelize&your&brand&

2  Have&fun!&&

KEY$TAKEWAYS$

QUESTIONS?$THANK$YOU!$

ellydeutch@gmail.com&&

hWp://twiWer.com/deutche&&

hWp://linkedin.com/in/ellydeutch&