7 steps to a social media marketing plan
DESCRIPTION
Updated version of a presentation I made 2 years ago at Web 2.0 Expo. This time for Tools of Change social media workshop in Frankfurt.TRANSCRIPT
Tools of Change October 2011
7 Steps to a Social Media
Marketing Plan
@alizasherman
Is this YOUR social media?
@alizasherman
It’s really expensive. It takes too much time.
“Viral” is a strategy. Social media can be controlled.
Fans can be bought. Bought fans will care.
Social media will solve everything.
Social Media Myths
@alizasherman
Why you might #fail
Wrong objectives Wrong target Wrong message Wrong channels Wrong tactics Wrong intention
@alizasherman
Where to start?
What are you trying to achieve? Who are you trying to reach? What do you have to offer? How will you reach out? How will you attract attention? How will you determine success? What will you do next?
Answer these questions
@alizasherman
1. Objectives 2. Audience 3. Assets 4. Tactics 5. Big Ideas 6. Measurement 7. Repeat
The 7 Steps
@alizasherman
Why are you doing this?
Step 1: Objectives
Clear Relevant Attainable Measurable Flexible
@alizasherman
Step 1: Objectives
Connect with customers.
Provide better customer service.
Increase sales.
Increase brand awareness.
@alizasherman
What does your audience want?
Step 2: Audience
Demographics Psychographics Proficiency Propensity Interests
@alizasherman
Step 2: Audience
What are they doing?
How often are they doing it?
Where are they?
Who are the influencers?
@alizasherman
What value can you provide?
Step 3: Assets
Identify Assess Leverage Re-imagine Integrate
@alizasherman
Step 3: Assets
Graphics and photographs
Audio and video
People
Words and stories
@alizasherman
Social channels
Mobile Channels
What will you do?
Step 4: Tactics
Strategic Appropriate Targeted Thoughtful Engaging
@alizasherman
Step 4: Tactics
Respond promptly
Involve and engage
Rethink as needed
Listen first
@alizasherman
Social Media Calendar
Scheduled releases
Planned events
Current events
Promotional messages
Conversation starters @alizasherman
Why should they care?
Step 5: Big Ideas
Take risks Shareable Experiential Surprise Delight
@alizasherman
Step 5: Big Ideas
Aha moments
Compelling imagery
Powerful storytelling
Community connections
@alizasherman
What numbers matter?
Step 6: Measurement
Benchmarks Monitoring Tracking Analyzing Modifying
@alizasherman
Step 6: Measurement
Set expectations
Know your numbers
Define success
It’s not always numbers
@alizasherman
Identify Your Evangelists
@alizasherman
How are you leveraging wins?
Step 7: Repeat
Assess Optimize Enhance Expand Leverage
@alizasherman
Are you listening?
Are THEY?
Step out of your comfort zone
@alizasherman
Enough of the broadcasts
@alizasherman
Stimulate conversations
@alizasherman
Grow your fan base
Drive actions
@alizasherman
It’s about PEOPLE
@alizasherman
“Better to have 100 engaged followers than 1000 or 10,000
who ignore you.” -- @alizasherman
1. Objectives 2. Audience 3. Assets 4. Tactics 5. Big Ideas 6. Measurement 7. Repeat
The 7 Steps
@alizasherman
Don’t Forget Delight
• @alizasherman
• AlizaSherman.com
• Slides at:
slideshare.net/alizasherman
Aliza Sherman