7 steps to a social media marketing plan

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Tools of Change October 2011 7 Steps to a Social Media Marketing Plan @alizasherman

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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.

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Page 1: 7 Steps to a Social Media Marketing Plan

Tools of Change October 2011

7 Steps to a Social Media

Marketing Plan

@alizasherman

Page 2: 7 Steps to a Social Media Marketing Plan

Is this YOUR social media?

@alizasherman

Page 3: 7 Steps to a Social Media Marketing Plan

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

Page 4: 7 Steps to a Social Media Marketing Plan

Why you might #fail

Wrong objectives Wrong target Wrong message Wrong channels Wrong tactics Wrong intention

@alizasherman

Page 5: 7 Steps to a Social Media Marketing Plan

Where to start?

Page 6: 7 Steps to a Social Media Marketing Plan

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

Page 7: 7 Steps to a Social Media Marketing Plan

1. Objectives 2. Audience 3. Assets 4. Tactics 5. Big Ideas 6. Measurement 7. Repeat

The 7 Steps

@alizasherman

Page 8: 7 Steps to a Social Media Marketing Plan

Why are you doing this?

Page 9: 7 Steps to a Social Media Marketing Plan

Step 1: Objectives

Clear Relevant Attainable Measurable Flexible

@alizasherman

Page 10: 7 Steps to a Social Media Marketing Plan

Step 1: Objectives

Connect with customers.

Provide better customer service.

Increase sales.

Increase brand awareness.

@alizasherman

Page 11: 7 Steps to a Social Media Marketing Plan

What does your audience want?

Page 12: 7 Steps to a Social Media Marketing Plan

Step 2: Audience

Demographics Psychographics Proficiency Propensity Interests

@alizasherman

Page 13: 7 Steps to a Social Media Marketing Plan
Page 14: 7 Steps to a Social Media Marketing Plan

Step 2: Audience

What are they doing?

How often are they doing it?

Where are they?

Who are the influencers?

@alizasherman

Page 15: 7 Steps to a Social Media Marketing Plan

What value can you provide?

Page 16: 7 Steps to a Social Media Marketing Plan

Step 3: Assets

Identify Assess Leverage Re-imagine Integrate

@alizasherman

Page 17: 7 Steps to a Social Media Marketing Plan

Step 3: Assets

Graphics and photographs

Audio and video

People

Words and stories

@alizasherman

Page 18: 7 Steps to a Social Media Marketing Plan

Social channels

Page 19: 7 Steps to a Social Media Marketing Plan

Mobile Channels

Page 20: 7 Steps to a Social Media Marketing Plan

What will you do?

Page 21: 7 Steps to a Social Media Marketing Plan

Step 4: Tactics

Strategic Appropriate Targeted Thoughtful Engaging

@alizasherman

Page 22: 7 Steps to a Social Media Marketing Plan

Step 4: Tactics

Respond promptly

Involve and engage

Rethink as needed

Listen first

@alizasherman

Page 23: 7 Steps to a Social Media Marketing Plan

Social Media Calendar

Scheduled releases

Planned events

Current events

Promotional messages

Conversation starters @alizasherman

Page 24: 7 Steps to a Social Media Marketing Plan

Why should they care?

Page 25: 7 Steps to a Social Media Marketing Plan

Step 5: Big Ideas

Take risks Shareable Experiential Surprise Delight

@alizasherman

Page 26: 7 Steps to a Social Media Marketing Plan

Step 5: Big Ideas

Aha moments

Compelling imagery

Powerful storytelling

Community connections

@alizasherman

Page 27: 7 Steps to a Social Media Marketing Plan

What numbers matter?

Page 28: 7 Steps to a Social Media Marketing Plan

Step 6: Measurement

Benchmarks Monitoring Tracking Analyzing Modifying

@alizasherman

Page 29: 7 Steps to a Social Media Marketing Plan

Step 6: Measurement

Set expectations

Know your numbers

Define success

It’s not always numbers

@alizasherman

Page 30: 7 Steps to a Social Media Marketing Plan

Identify Your Evangelists

@alizasherman

Page 31: 7 Steps to a Social Media Marketing Plan

How are you leveraging wins?

Page 32: 7 Steps to a Social Media Marketing Plan

Step 7: Repeat

Assess Optimize Enhance Expand Leverage

@alizasherman

Page 33: 7 Steps to a Social Media Marketing Plan

Are you listening?

Are THEY?

Page 34: 7 Steps to a Social Media Marketing Plan

Step out of your comfort zone

@alizasherman

Page 35: 7 Steps to a Social Media Marketing Plan

Enough of the broadcasts

@alizasherman

Page 36: 7 Steps to a Social Media Marketing Plan

Stimulate conversations

@alizasherman

Page 37: 7 Steps to a Social Media Marketing Plan

Grow your fan base

Page 38: 7 Steps to a Social Media Marketing Plan

Drive actions

@alizasherman

Page 39: 7 Steps to a Social Media Marketing Plan

It’s about PEOPLE

@alizasherman

Page 40: 7 Steps to a Social Media Marketing Plan

“Better to have 100 engaged followers than 1000 or 10,000

who ignore you.” -- @alizasherman

Page 41: 7 Steps to a Social Media Marketing Plan

1. Objectives 2. Audience 3. Assets 4. Tactics 5. Big Ideas 6. Measurement 7. Repeat

The 7 Steps

@alizasherman

Page 42: 7 Steps to a Social Media Marketing Plan

Don’t Forget Delight

Page 43: 7 Steps to a Social Media Marketing Plan

•  @alizasherman

•  AlizaSherman.com

•  [email protected]

•  Slides at:

slideshare.net/alizasherman

Aliza Sherman