socially savvy marketing social workbook
TRANSCRIPT
Social M edia A ssessm ent W orkbook
Success in social media doesn’t come by chance – and it certainlydoesn’t come over night. It all starts with a plan; and this SocialMedia Tool will help you formulate the perfect one.
Start with this worksheet. Work through it and identify your goals, findout where your organization currently sits on the social m ediaspectrum , and learn the challenges you’ll have to overcome andtactics you’ll have to employ to achieve your objectives andexperience consistent success in social media.
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Social M edia Assessment Workbook
The first step to any strategic plan is defining specific objectives for w hat you w ant to achieve.Defining m easureable and targeted objectives isalso the only w ay to w in over the social m arketing skeptics w ho controlthe budget. The best w ay to accom plish this is to align objectives w ith
m etrics traceable back to fls such as RO I and sales conversions.Later in this w orkbook, you w ill align these objectives w ith target
audiences and corresponding m etrics. This alignm ent is im portantbecause it enables an organization to m easure its progress in achieving
the objectives and proving RO I w henever practical. Seem ingly obvious,this step is often overlooked.
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R AN K O B J E C T IV E C A T E G O R Y
ncrease w ebsite traffic Brand Aw areness/Thought Leadership
Increase lead generation Sales/Lead Generation
Increase sales revenue Sales/Lead Generation
Im prove search engine rankings Custom er Support/Custom er Advocacy
Im prove brand or product reputation Brand Aw areness/Thought Leadership
Increase brand or product reputation Brand Aw areness/Thought Leadership
Reduce custom er acquisition costs Sales/Lead Generation
Im prove public relations Brand Aw areness/Thought Leadership
Im prove custom er support quality Custom er Support/Custom er Advocacy
Reduce custom er support costs Custom er Support/Custom er Advocacy
Com plete the follow ing w orksheet to rank these com m on social m edia objectives.
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Understand & Rank C hallenges Know ing the challenges you are likely to face w hen
developing a social media strategy can help your prioritize.
Social Success Strategy - Priority Plan
R A N K C h A l l E N G E
Increasing w ebsite traffic through social m edia integration
Im proving brand aw areness or reputation
Developing an effective and m ethodical social m arketing strategy
Achieving or increasing m easurable RO I from social m arketing program s
Converting social m edia m em bers, follow ers, etc. into paying custom ers
Achieving or increasing m easurable lead generation from social m arketing
Im proving search engine ranking positions
Integrating social m arketing data w ith CRM and other m arketing system s
Integrating social m edia m onitoring and analytics into a single dashboard
Recruiting interdepartm ental staff to perform social m arketing activities
Im proving the quality and cost efficiency of custom er support program s
Please rank the following challenges you are having in achieving your social media objectives.
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Social Media Assessment Workbook
Evaluate your Obstacles & Optimize Online ExposureWhy aren’t audiences engaging?
Are you using social media channels for “push marketing/PR?”
Are you sharing information that isn’t timely or relevant?
Why can’t you convert fans?
Are you selling a commodity or an experience?
Why do you have an ineffective social m media strategy?
Have you completed audience research?
Do you understand how your market uses social media channels?
Have you tried to align your social media planning with organizational goals andobjectives?
Why can’t you measure ROI?
Did you set up proper metrics for each tactic and/or campaign?
Do you have analytics set up properly?
Why are you struggling to get budget for social media?
Have you educated management internally?
Have outside resources been brought in for educational purposes?
Are there perceived risk challenges that can be addressed?
Why can’t you find solid social media practitioners?
Is there a perception that social media is for kids?
Are you hiring people w ho don’t have a solid PR or business background?
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Social M edia Assessment Workbook
M oni t o r i ng Target A udi ences & Ranking bySoci al l M edi a Behavior
A huge part of a successful social m edia strategy is doing theresearch up front to determine w ho to monitor, and understandtheir role within the industry and social media space. Continuingto monitor your target audiences w ill help you gain a betterunderstanding of the audiences in your social space, and whatthey are saying about your company, brands and competition.Monitoring will help you establish more defined metrics that arealigned to your target market.
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Social Media Assessment Workbook
What To M oni t or Sampl e Wor ksheet
Start by creating an inventory of the details, keywords, and people youshould be m onitoring in the follow ing categories. A sample is below.
W H A T D E T A IL S K E Y W O R D S / P HR A S E S P E O P L E to W A T C H
EX:IndustryExperts
MarketingSocial
Media PR
Social M ediaO nline Marketing Public Relations
Com munityRelations Earned
Marketing ContentMarketing
Word-of-MouthMarketing SEO
David Meerman ScottBrian SolisDeirdre BreakenridgeScott StrattenLee O ddenAnn HandleyBeth Harte
SAMPLE
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Social M edia A ssessment W orkbook
Reaching Target Market w
WH A T D E T A I L S K E Y W O R D S / P H R A S E S
P E O P LE T O W A T C H
Industry Sectors
Technologies
Com panies
Brands
Products
Services
Key issues
Industry experts
Key em ployees
Fill in w orksheet w ith the details about the people/groups you aretrying to reach, and the topics that interest them.
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Social M edia A ssessm ent W orkbook
•Determ ining the likelihood that your brand or search phrase is being discussed, based ona com parison of how often m entions are m ade.
•Determ ining the am ount of positive, neutral and negative com m entary about yourbrand or search phrase, or the ratio of positive to negative m entions.
A m easure of few er individuals m entioning your brand or search phrase m ore often asopposed to m ore individuals m entioning your brand or search phrase few er tim es.
Num ber of unique individuals m entioning your brand or search phrase.
•A m easure of unique authors divided by the total num ber of m entions.
•Identification and ranking of authors m ost frequently m entioning your brand or searchphrase.
•Ranking of the keyw ords used m ost frequently in searches linking to your brand orsearch phrase m entions.
•An indicator of subject m atter interest, engagem ent and relevancy.
•How often content is being shared is another key indicator of subject m atterinterest, engagem ent and relevancy.
•The level of positive, negative or neutral review s about your brand, products or services isa strong indicator of individual opinion as w ell as an identifier of potential brand ambassadors.
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Social M edia A ssessment W orkbook
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Identifying w hich social m edia sites your prospects and custom ers prefer to use, and howthey use them , w ill tell you w hich social m edia platform s to deploy. For exam ple, w ill theprim ary social netw ork for your technical prospects be a LinkedIn group or a Facebookbrand page? O r does this audience prefer to participate in a privately-branded forum ordiscussion group?
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Segm enting groups and individuals by their social m edia behavior and influence w ill helpyou determ ine content types and topics m ost relevant to targetedsegm ents. M ore on how to segm ent target audiences appears in a later section.
Source: © 2010 M arketingSherpa Social M arketing Benchm ark Survey
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Social M edia A ssessment W orkbook
Segmenting Your Social Connections
One of the prim ary benefits of social m edia for m arketing purposes is the viral effect – exponentially increasing the reach of the message beyond yourimmediate audience through conversation and content sharing. Understandinghow different segments of your target audience use social media w ill help youdetermine the audiences to target and the content most likely to be shared withfriends and peers. This model is an example of an effective, yet simple way to segmet target audiences by social behavior and influence. The segments arecalled the Silent Majority, Vocal Minority and Social Authority.
The Silent M ajority and Vocal M inority can be characterized as information downloaders and information uploaders, respectively. These opposing roles are important considerations because, in terms of their im pact on friends and peers for marketing purposes, the SilentM ajority has little influence w hile the Vocal M inority has a strong Influence. The Social A uthority is a different breed that oftendominates a niche w ith extraordinary influence. It deserves a one-to-onerelationship approach, just as traditional publicists w ould approach theeditors and subject matter experts in mainstream media.
Source: © 2010 M arketingSherpa Social M arketing Benchm ark Survey
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Social M edia A ssessm ent W orkbook
A financial serviceorganization connection segments sample
worksheet
BR A N DP RODUCTS E R V IC E
M AR KET E D
K E Y T A R G E TA U DI E NC E
SOCIAL INFL U E NCE
LIVE
W HER E D OW E
FIND T HEM?
HOW A R E T H E Y U S INGS O C IAL M E D IA?
W H AT IN T E R E S T S T H E M?
Financi a lServices
AssetM anagersSiil ent M ajor I t y
Individual I
I nvest or s VocalAuthority
Financi alAdvisors Authority
FacebookTw itter
(Ex:Vanguard)Facebook,
Tw itter Forums Blogs
FacebookYouTube
Sharing brandinformation, Lack of
conversation, Subject to regulationsShares relevant andtimely information,
Engages inconversation around
investing, etc.Generates content to drive business & SEO ,Shares relevant info
from AssetManagers, Etc.
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Social M edia A ssessm ent W orkbook
List your key influencers and targets,w here to find them and w hat their key interests are.
B R A N D /P R O D U C T /
S E R V IC EM A R K E T E D
K E Y T A R G E TA U DI E N C E / S O C IA l
INF l U E N C EACHIEVED
WHERE DOWE FINDTHEM ?
HO W A R E T H E Y USINGS O C IA l M E D IA ? W HA T
IN T E R E S T S T HE M ?
Silent M ajority
Vocal Minority
Social Authority
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Social M edia A ssessm ent W orkbook
CATEGORY OBJECTIVEWHAT WE
WANTTO DO
TO ACHIEVEW HAT
BY DOINGWHAT
WHO TOREACH
WHERE TOFIND THEM
HOW TOMEASURE
BrandAw areness/ThoughtLeadership
Prom ote ourbrand
M onitor ourbrand
Increase awareness
Establish us asleaders
Engage incom m unities
Im provedbrandaw areness
Increase searchengine rankings
IncreaseWeb t r a f f icprove br andor product /servicer eputati i on
I m pr ove PR
Deliveringneededinsights andknow -howProvidingdetails aboutour products/servicesIdentifying,Listening andengaging
SilentMi nor I t y
Prospect s
TwitterFacebook
Increasedow nloads by...Increasesocial voice by…Increase placement by...Increase sharingby…Increase visitorsby....Improvesentim ent by…Increase top socialusers by…Improve reviewsand recommendations by...
CustomerSupport/CustomerAdvocacy
Prov I decustomersupport
create cus tomeradvocates
Other
Improvecustomersupport QualityReduce CustomerSupportcosts
M onitoring thecom m unity
Servicingcustomers thatneed help
Creatingcustomerservicechannels
responseproces ses
Thank ingloyall f ans
O ther
Custom er s
Sal es /LeadGeneration
Generate
I neterest atA ll l e ve l s of thesal e s cycle
Lead generat ion
Ot her
Increase leadgeneration
Reducecustom eracquisiti on costs
I ncrease salesr evenue
Usesocial mediachannels forsales andprom otionalcampaignsCouponofferingsOther
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Social M edia A ssessment W orkbook
CATEGORY OBJECTIVEWHAT WE
WANTTO DO
TO ACHIEVEW HAT
BY DOINGWHAT
WHO TOREACH
WHERE TOFIND THEM
HOW TOMEASURE
BrandAwarenes s /ThoughtLeader ship
Customer Support /CustomerAdvocacy
Sal es / Lead Gener ation
Now it’s your turn. Com plete the w orksheet below to align your objectives w ith your audiences.
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Social M edia A ssessm ent W orkbook
We’ve highlightted the four main social media platforms – blogs,m icroblogs, social networks and multimedia / content sharing sites – and the metrics that matterin each.
Blogs: In term s of m easurem ent, blogs have the advantage of being able to utilizem any of the traditional Web analytics. As w ith a w ebsite, code can sim ply be added to a blogto track visitor traffic, source, behavior and other m etrics. How ever, there are m any social media m etrics not applicable to traditional w ebsites that provide a m ore relevant indication ofblogging success:
– tracking both the num ber and sentim ent of opinions shared – grow th trends by em ail or RSS subscription – depending on your specific definition
– an indicator of blog authoritySERPs – search engine ranking position for key term s on m ajor search engines
– blog ranking in relation to sim ilar categories on blog directoriesM icroblogs: W hile m icroblogging refers to the practice of blogging w ith posts of 140 charactersor less, m icroblogs have m ore in com m on w ith social netw orks than blogs. Like social netw orks,the value and focus of m icroblogs is on the netw ork of friends or follow ers. M etrics are,therefore, often related to social netw orking:
– the num ber of those opting-in to or follow ing a m icroblog – the num ber of those follow ing the follow ers
– referred to as “tw eets” on the m ost predom inant microblog, Tw itter – the grow th rate of the follow er netw ork in a given period – the ratio of num ber of posts to num ber of followers
Social Networks: As the nam e im plies, social netw orks are prim arily people-focused. How ever,businesses have learned to adapt the features of social netw orks for the purposes of m arketing.This trend has not gone unnoticed by netw orks originally intended for personal use, w hich havetransform ed their features into com m ercially- viable m arketing platform s like Facebook FanPages. W hile m etrics are sometimes limited by the data social netw orks decide to share, there isplenty of tracking-w orthy inform ation available, including:
– the num ber of fans, group m em bers, contacts, etc. – profile inform ation on com m unity m em bers
– tracking the click stream from netw orks to content and conversion hubs – tracking both the num ber and sentim ent of group discussions – usage of widgets and social media applications by the network comm unity
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Social M edia A ssessment Workbook
M ul t i m edi a Content Shar i ng S itesThis category covers a num ber of multimedia sharing sites for video,photography, documents,
presentations and audio content. These sites aggregate content and enable you to share it w ithouthaving to rely on IT via links posted on blogs, social networks, email campaigns and othercommunication channels. When it comes to content sharing, the m etrics that m atter most are relatedto the viral impact of content distribution, including
• the num ber of content dow nloads
• search engine ranking position for key terms on major search engines
• the number of those opting-in to the multimedia content stream
• tracking the click stream from content to conversion
Source: © 2011 M arketingSherpa Social M arketing Benchm ark Survey
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Social M edia A ss essm ent W orkbook
Define the purpose of platforms and brand image goal selected and roll-outMarketing Campaigns.
HUB S IT E S P U R P O S E of HUB S IT E R O l l -O U T
SPOKE SITE S P URPOSE of S PO KE S IT E R O l l -O U T
Note: Your hub site does not have to be a w eb site, it could be a blog or Facebook
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Social M edia Assessm ent Workbook
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Social M edia A ssessm ent W orkbook
Your Savvy Schedule Soci al Site Market i ng PlanUse this w orksheet to create a tactical plan of action. Be realistic. O ver-comm unicating is
fine unless you have nothing to say, w hich m ay contribute to losing fans/follow ers.
2012 W E E K / F R E Q U E N C YT A C T IC / T A S K R E S O U R C E 1 2 3 4 5 6 7 8 9 10 11 12 13
Blogging
M icroblogging
Social Netw orking
M ultim edia Content Sharing
O THER
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