your social media strategy plan: where do you start?

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Page 1: Your social media strategy plan: Where do you start?
Page 2: Your social media strategy plan: Where do you start?

BY MARK SCHAEFER

As seen in:

Page 3: Your social media strategy plan: Where do you start?

When I work with businesses, there is often an enthusiastic attitude about moving on to the social web but...

Page 4: Your social media strategy plan: Where do you start?

...confusion about how to actually get started!

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Hereʼs a 10 step overview on how to move ahead.

Page 6: Your social media strategy plan: Where do you start?

1. YOU CANNOT HAVE A SOCIAL MEDIA

MARKETING STRATEGY WITHOUT FIRST HAVING A

COMPANY MARKETING STRATEGY

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I know this sounds basic but most companies don’t have a marketing strategy!

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Here is a trick to see if you truly have a marketing strategy...

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CAN YOU FINISH THIS SENTENCE:

“ONLY WE …”

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2. ASSESS THE COMPANY CULTURE

Page 11: Your social media strategy plan: Where do you start?

You might be wondering what the company culture has to do with social media success...

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IN A WORD,

EVERYTHING…

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If your company is uptight and conservative, your social media presence will be uptight and conservative.

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If you are open and customer-oriented, your online personality will come across that way too.

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Look at the role of IT, legal, HR and company leadership in this journey...

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ARE THEY READY TO BE PUBLISHERS?

ARE THEY READYTO ENGAGE WITH THE PUBLIC?

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3. SOCIAL MEDIA LEAD TEAM

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If you are in a large company...

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I would recommend creating a team of leaders to oversee the progress of the initiative

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...and address problems as they emerge.

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This is also an opportunity for education and to promote internal successes.

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4. SOCIAL MEDIA POLICY

every companyneeds one!rv

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This provides the groundrules and sets expectations of employees interactions and engagement.

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It should also provide a detailed action plan if something goes wrong.

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5. IDENTIFY SOURCES OF RICH CONTENT

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Content is the catalyst for business benefits on the web

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BUT

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Not all content is created equal.

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Facebook posts or LinkedIn updates probably aren’t going to cut it. You need something deeper. You need rich content.

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This means a blog, a podcast, a video series, or perhaps a combination. What might work best in your company culture?

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6. CONSIDERING SOCIAL MEDIA MEASUREMENT

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ASK YOURSELF THIS:

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“If we meet in this room a year from now and you are telling me how successful

our social media marketing effort has been… what

would have happened?”

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Then, it is up to you to find indicators in your data that demonstrate progress toward those goals.

0

10

20

30

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AND PLEASE...

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Not everything can be measured by something you stick on a spreadsheet!

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7. DEVELOP A SOCIAL MEDIA NETWORK STRATEGY

are you doing this?rv

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If you want your content to IGNITE

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You need to AGGRESSIVELY build your network of people who will

share your messaging.

are you doing this?

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MOST

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COMPANIES

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COMPANIES DO NOT

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DO THIS!

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8. INFORMATIONECO SYSTEM

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Only now are we beginning to look at the actual platforms we need to populate — where will we post our rich content, where will we engage?

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Choosing the right platforms is a very important decision because most

companies don’t have the resources to be everywhere and do it well.

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While it may seem natural to immediately migrate to Facebook

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...Twitter

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...or YouTube

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Don’t overlook other sites and even industry-specific platforms.

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Newer options like Pinterest and Snapchat are also delivering real business value.

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WELL, THAT SHOULD GET YOU STARTED!

WHAT DID YOU THINK?WHAT DID I MISS?

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If you would like to delve deeper into this content please

visit: bit.ly/schaeferblog

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GET THE SENSATIONAL NEW BOOK FROM BEST-SELLING

AUTHOR MARK W. SCHAEFER

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THIS SLIDEDECK WAS PRODUCED BY ANDREW AND PETE, PLEASE ADD US ON

SNAPCHAT FOR MORE MARKETING ADVICE (AND SOME MISCHIEF):

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