Social Media Marketing Plan

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Social Media Marketing Plan Powered By Docstoc
					Social Media Marketing Plan




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Cover the bases...
•    Goals, Strategy, Audience Definition and Success Criteria
•    Detailed Criteria and Interim Measures
•    Suggested Measurement Processes
•    Tactical Plan
      –    Phase 1 Tasks
      –    Phase 2 Tasks
      –    Phase 3 Tasks …
•    Tools and Processes
•    Getting Your Facebook Vanity URL
•    Day to Day Social Media Work
      –    Posting/Tweeting
•    General Monitoring, Measuring, and Reporting
      –    Daily Measurement Tasks
      –    Weekly Measurement Tasks
      –    Monthly Measurement Tasks
      –    Quarterly Measurement Tasks
•    Social Network Guidelines
•    Demographic Data
•    Editorial Plan



Courtesy of Guiding Star Communications and Consulting Inc. |For a strategic brief, visit us at:
http://www.guidingstarcc.com/About_You/Project_Briefings_Here/Brief_Generator
What do you wish to accomplish in
your business? How can social help?
Business Goal or Objective                                                                         Rating




How can social media help?                                       What would success look like?




Courtesy of Guiding Star Communications and Consulting Inc. |For a strategic brief, visit us at:
http://www.guidingstarcc.com/About_You/Project_Briefings_Here/Brief_Generator
What do you wish to accomplish in
your business? How can social help?
Business Goal or Objective                                                                         Rating




How can social media help?                                       What would success look like?




Courtesy of Guiding Star Communications and Consulting Inc. |For a strategic brief, visit us at:
http://www.guidingstarcc.com/About_You/Project_Briefings_Here/Brief_Generator
What do you wish to accomplish in
your business? How can social help?
Business Goal or Objective                                                                         Rating




How can social media help?                                       What would success look like?




Courtesy of Guiding Star Communications and Consulting Inc. |For a strategic brief, visit us at:
http://www.guidingstarcc.com/About_You/Project_Briefings_Here/Brief_Generator
What do you wish to accomplish in
your business? How can social help?
Business Goal or Objective                                                                         Rating




How can social media help?                                       What would success look like?




Courtesy of Guiding Star Communications and Consulting Inc. |For a strategic brief, visit us at:
http://www.guidingstarcc.com/About_You/Project_Briefings_Here/Brief_Generator
What do you wish to accomplish in
your business? How can social help?
Business Goal or Objective                                                                         Rating




How can social media help?                                       What would success look like?




Courtesy of Guiding Star Communications and Consulting Inc. |For a strategic brief, visit us at:
http://www.guidingstarcc.com/About_You/Project_Briefings_Here/Brief_Generator
Which solution(s) will be included
in your social media plan?
• What problems will be the primary focus?
• What are the benefits delivered by your
  solution that solves problems?
• Are there different business functions or
  industries that should be addressed?




Courtesy of Guiding Star Communications and Consulting Inc. |For a strategic brief, visit us at:
http://www.guidingstarcc.com/About_You/Project_Briefings_Here/Brief_Generator
What is the positioning of your
solution(s)?
• Good positioning statements are informed
  by market understanding and take a
  specific form…




Courtesy of Guiding Star Communications and Consulting Inc. |For a strategic brief, visit us at:
http://www.guidingstarcc.com/About_You/Project_Briefings_Here/Brief_Generator
What are the competitive
advantages of your solution(s)?
• Competitive advantages are true
  differentiators relating to your product
  and concretely answer the question “Why
  should I do business with you and not your
  competitor(s)?”




Courtesy of Guiding Star Communications and Consulting Inc. |For a strategic brief, visit us at:
http://www.guidingstarcc.com/About_You/Project_Briefings_Here/Brief_Generator
What solutions will be addressed in
your social media plan?
Problem                                                      Solution




Benefits/Competitive Advantages                                  How we describe them...




Courtesy of Guiding Star Communications and Consulting Inc. |For a strategic brief, visit us at:
http://www.guidingstarcc.com/About_You/Project_Briefings_Here/Brief_Generator
Who are targets for your solutions?
What social media do they use?
Target Audience or Persona Description




Social media used...                       PType                 Technologies relevant...




Courtesy of Guiding Star Communications and Consulting Inc. |For a strategic brief, visit us at:
http://www.guidingstarcc.com/About_You/Project_Briefings_Here/Brief_Generator
Who can influence the target segment?
What social media do they use?
Target Audience or Persona Description




Key influencers...                                               Social media used...




Courtesy of Guiding Star Communications and Consulting Inc. |For a strategic brief, visit us at:
http://www.guidingstarcc.com/About_You/Project_Briefings_Here/Brief_Generator
What solutions will be addressed in
your social media plan?
Problem                                                      Solution




Benefits/Competitive Advantages                                  How we describe them...




Courtesy of Guiding Star Communications and Consulting Inc. |For a strategic brief, visit us at:
http://www.guidingstarcc.com/About_You/Project_Briefings_Here/Brief_Generator
Who are targets for your solutions?
What social media do they use?
Target Audience or Persona Description




Social media used...                       PType                 Technologies relevant...




Courtesy of Guiding Star Communications and Consulting Inc. |For a strategic brief, visit us at:
http://www.guidingstarcc.com/About_You/Project_Briefings_Here/Brief_Generator
Who can influence the target segment?
What social media do they use?
Target Audience or Persona Description




Key influencers...                                               Social media used...




Courtesy of Guiding Star Communications and Consulting Inc. |For a strategic brief, visit us at:
http://www.guidingstarcc.com/About_You/Project_Briefings_Here/Brief_Generator
What solutions will be addressed in
your social media plan?
Problem                                                      Solution




Benefits/Competitive Advantages                                  How we describe them...




Courtesy of Guiding Star Communications and Consulting Inc. |For a strategic brief, visit us at:
http://www.guidingstarcc.com/About_You/Project_Briefings_Here/Brief_Generator
Who are targets for your solutions?
What social media do they use?
Target Audience or Persona Description




Social media used...                       PType                 Technologies relevant...




Courtesy of Guiding Star Communications and Consulting Inc. |For a strategic brief, visit us at:
http://www.guidingstarcc.com/About_You/Project_Briefings_Here/Brief_Generator
Who can influence the target segment?
What social media do they use?
Target Audience or Persona Description




Key influencers...                                               Social media used...




Courtesy of Guiding Star Communications and Consulting Inc. |For a strategic brief, visit us at:
http://www.guidingstarcc.com/About_You/Project_Briefings_Here/Brief_Generator
Who are targets for your solutions?
What social media do they use?
Target Audience or Persona Description




Social media used...                       PType                 Technologies relevant...




Courtesy of Guiding Star Communications and Consulting Inc. |For a strategic brief, visit us at:
http://www.guidingstarcc.com/About_You/Project_Briefings_Here/Brief_Generator
Who can influence the target segment?
What social media do they use?
Target Audience or Persona Description




Key influencers...                                               Social media used...




Courtesy of Guiding Star Communications and Consulting Inc. |For a strategic brief, visit us at:
http://www.guidingstarcc.com/About_You/Project_Briefings_Here/Brief_Generator
Assessment of VoC

• What is the market and or webspace
  saying about your company / solutions /
  products?




Courtesy of Guiding Star Communications and Consulting Inc. |For a strategic brief, visit us at:
http://www.guidingstarcc.com/About_You/Project_Briefings_Here/Brief_Generator
Assessment of VoC:
What is being said about you?
Being said...                                                                                      Sentiment...




Courtesy of Guiding Star Communications and Consulting Inc. |For a strategic brief, visit us at:
http://www.guidingstarcc.com/About_You/Project_Briefings_Here/Brief_Generator
What things must you do to achieve
your goals (CSF)?
• These are things that you would be crazy
  not to do if you want success; they are
  called critical success factors




Courtesy of Guiding Star Communications and Consulting Inc. |For a strategic brief, visit us at:
http://www.guidingstarcc.com/About_You/Project_Briefings_Here/Brief_Generator
What are your critical success
factors?
CSF                                                                                         Possible media...




Courtesy of Guiding Star Communications and Consulting Inc. |For a strategic brief, visit us at:
http://www.guidingstarcc.com/About_You/Project_Briefings_Here/Brief_Generator
What could you accomplish with
social media?
Could accomplish...                                                                                Supports...




Courtesy of Guiding Star Communications and Consulting Inc. |For a strategic brief, visit us at:
http://www.guidingstarcc.com/About_You/Project_Briefings_Here/Brief_Generator
What key messages will be
delivered in social media?
• (These are usually derived from
  positioning, competitive advantage and
  critical success factors)




Courtesy of Guiding Star Communications and Consulting Inc. |For a strategic brief, visit us at:
http://www.guidingstarcc.com/About_You/Project_Briefings_Here/Brief_Generator
What key messages will be
delivered in social media?
Solution:
Target Audience:
Key Message...




Courtesy of Guiding Star Communications and Consulting Inc. |For a strategic brief, visit us at:
http://www.guidingstarcc.com/About_You/Project_Briefings_Here/Brief_Generator
What are the keywords or concepts
that must be in focus throughout?
•    Think here about Search Engine Optimization to help you be found

Solution:
Target Audience:

Keywords and concepts...




Courtesy of Guiding Star Communications and Consulting Inc. |For a strategic brief, visit us at:
http://www.guidingstarcc.com/About_You/Project_Briefings_Here/Brief_Generator
Who will manage the social media
marketing plan?
Who?                                     Role?                                    Frequency?




Courtesy of Guiding Star Communications and Consulting Inc. |For a strategic brief, visit us at:
http://www.guidingstarcc.com/About_You/Project_Briefings_Here/Brief_Generator
How will social media involvement
be promoted?
• What will you do on the web?
• What will you do in other channels?




Courtesy of Guiding Star Communications and Consulting Inc. |For a strategic brief, visit us at:
http://www.guidingstarcc.com/About_You/Project_Briefings_Here/Brief_Generator
How will you monitor activities and
reputation?
• Frequency, tools, stewardship, reporting
  sphere




Courtesy of Guiding Star Communications and Consulting Inc. |For a strategic brief, visit us at:
http://www.guidingstarcc.com/About_You/Project_Briefings_Here/Brief_Generator
How will you measure success?

• Identify key metrics that will be assessed




Courtesy of Guiding Star Communications and Consulting Inc. |For a strategic brief, visit us at:
http://www.guidingstarcc.com/About_You/Project_Briefings_Here/Brief_Generator
What will you address?
                                             Marketing Platform (to the many)


  Desire                   Problems/Sols             Products               Examples                Objections
  Place text here          Place text here           Place text here        Place text here         Place text here




                                               Sales Platform (to the one)


 Desire                   Problems/Sols             Products               Examples                Objections
 Place text here          Place text here           Place text here        Place text here         Place text here




Courtesy of Guiding Star Communications and Consulting Inc. |For a strategic brief, visit us at:
http://www.guidingstarcc.com/About_You/Project_Briefings_Here/Brief_Generator
Editorial planning...

• MS Excel workbook...




Courtesy of Guiding Star Communications and Consulting Inc. |For a strategic brief, visit us at:
http://www.guidingstarcc.com/About_You/Project_Briefings_Here/Brief_Generator
Cover the bases...
•    Goals, Strategy, Audience Definition and Success Criteria
•    Detailed Criteria and Interim Measures
•    Suggested Measurement Processes
•    Tactical Plan
      –    Phase 1 Tasks
      –    Phase 2 Tasks
      –    Phase 3 Tasks …
•    Tools and Processes
•    Getting Your Facebook Vanity URL
•    Day to Day Social Media Work
      –    Posting/Tweeting
•    General Monitoring, Measuring, and Reporting
•    Daily Measurement Tasks
•    Weekly Measurement Tasks
•    Monthly Measurement Tasks
•    Quarterly Measurement Tasks
•    Social Network Guidelines
•    Demographic Data
•    Editorial Plan


Courtesy of Guiding Star Communications and Consulting Inc. |For a strategic brief, visit us at:
http://www.guidingstarcc.com/About_You/Project_Briefings_Here/Brief_Generator

				
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posted:2/26/2012
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