How to create a Multi Platform Social Media Marketing Strategy

By: Alixandra Porembski

Planning Logic

Social Marketing Increased exposure is the top benefit of social

media marketing 89% of marketers stated that increased exposure was

the number-one benefit of social media marketing When forced to only select one platform, 49% of

marketers selected Facebook, followed by LinkedIn at 16%.

69% of marketers plan on increasing their use of YouTube, making it the top area marketers will invest in for 2013.

5% of marketers are involved with podcasting, yet 24% plan on increasing their podcasting activities in 2013

Benefits of social media marketing

Commonly used social media platforms

The 4Cs augment the 4PsThe 4Cs Content, Context,

Connection, and Conversation Inbound marketing strategy

generates demand through thought leadership: compelling prospects to take action rather than telling prospects to take action

become a trusted advisor during the buying cycle

relevance, timeliness, and personalization matter most to customer engagement

focus on a customer-centric approach to marketing

The 4Ps Product, Price, Place,

and Promotion

Multi Platform Strategy

Share using different platforms: blog, video and podcast. Some people are readers, some are

listeners, some are watchers By putting yourself out there, you

give people multiple opportunities to find you

It’s essential to be consistent in publishing content, be consistent in your message and be consistent in your branding

Publish content based on experiences

Be transparent with all of the different processes.

Backlinking Strategy & Process OverviewAnchor layer, links that you create which link

directly to your Niche site,Indirect layer, which are links that you create

which link directly to your anchor layer

Blog Increase recognition Insert actions to be taken here

Example: X number of posts Blog publication schedule Add RSS button

Key Metrics: Number of posts Audience growth

unique and returns Conversation rate Conversions Subscribers

Social Networks Facebook Fan Page

create a group encourage interaction create content participate in others groups

LinkedIn create a group encourage interaction create content participate in Q&A

Key Metrics: Referrals from social networks Friends on Social Networks

Microblogging Promote company blog post Communicate issues from social media to

ensure follow-up Build reputation Promote other social networking activities and

sites Key Metrics:

Friends/Followers 2nd-order followers Velocity - avg. of first-and second-order followers

attracted per day since the account was established Social Capital - influence of twitter followers

Online Video Update videos on social video sites and link to

Niche site Use videos to respond to questions and drive

traffic back to Niche website YouTube

Create video series for YouTube

Key Metrics: Referrals from social video sites Views of videos on social sites Pages ranking on key terms from YouTube

Podcasting Create a podcast that can become a blog post

so the strategy works in both directions Repurpose content for the resource section of

Niche site Train podcast audience to get to your blog with

calls to action in your podcast. Use a plugin and domain names for easy redirect URLs

Create list of podcast directories Promote through podcast directories

Key Metrics: Referrals from podcast directories Views of podcasts if hosted on podcast sites

Continue the Conversation Identify additional bookmarking sites that may

drive traffic

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Email is still the best tool to use to connect with people in a direct and personal way Email us grahamschool@sxu.edu

Survey results attributed to the 2013 Social Media Marketing  Industry Report by Michael Stelzner of Social Media Examiner

Sources Cited: Pat Flynn, Gleanster, and Marketo

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