At the July IABC Phoenix professional development luncheon, guest speaker Cindy Kim shared strategies for building an integrated social media plan.

1. Building an
Integrated
Social Media Plan
Cindy Kim
@CindyKimPR

2. “47%say Facebookhas
the greatest impact on purchase
behavior.”
Source: Edison Research

3. “ 76% of
Twitterusers
now post status
updates.”
Source: Edison Research

4. “46% of online users count
on social media when making
a purchase.”
Source: Nielsen

5. Brands no longer control
the message.
Consumersdo.

6. Harnessing the Power of
Social Media means shifting
from being tool-focused to
customer-focused to stay in step
with your customers.

7. Step 1: Arm Your Troops

8. Pro Tips:
 Company-wide Social Media Policy
(internal or external or both)
 Education Program
 Social Media Ambassador Program
 Best Practices Guidelines
 Triage Plan

10. Step 2:
Define Plan

11. Pro Tips:
 Answer the question of “WHY” –
awareness, sales, loyalty?
 Set expectations around goals
 Work with key stakeholders to build
an integrated plan
 Communicate with key
stakeholders
 Plan with customers in mind

12. …Your Customers
Know

13. Are they social?
What channels are they using?
How engaged are they?

14. Gather DATA…
 Customer/Prospect
Characteristics
 Influencers…
 Social Metrics (if
any)
 Web Metrics
 Business Metrics
Source: Jay Baer’s “Why Before How”

15. Step 3: Integrating Social

16. Pro Tips:
 Build a Social Media Playbook
 Create a Social Media Checklist for
different business units
 Build customized training materials
 Build easy-to-use templates
 Mobilize your natives to support
different business needs

17. Events

18. Hubspot
Preview Blog
Webinar
Slideshare

19. Twitter
Take questions via Twitter
Engage w/ live tweeting
Promote on-demand webinar/blog
Facebook
Take questions via FB
Engage w/ live FB updates
Promote on-demand webinar/blog
LinkedIn
Pre-promote events/webinar
Promote on-demand webinar/blog
Slideshare
Post slides to Slideshare
Promote across SM channels
Blog about it…
Hubspot

20. Blogging

21. Campaigns + Facebook

22. Email & Facebook

23. Support

24. Ford Motor Co. uses social media to be
more proactive with customer issues and concerns –
an average of 2,000 people weekly via social media.

25. Engagement
Four Seasons
turns online
engagement
to offline
relationship

26. Product Development

27. Step 4:
Aligning
Content
To
Social

28. “What’s fascinating about Coca-Cola’s
foray into content marketing isn’t just
that a beverage producer has
recognized the value of using content
to engage its audience.” - CMI

29. Content
that
triggers
results

30. First…Identify what content your customers want
Second…understand the role of social
Third…build a customer-centric content strategy
Fourth…design an integrated multi-channel program
Lastly…measure the impact

31. Step 5: Execute as a Team

32. Align
Business
Goals
with
Social
Metrics

33. Engagement
Reach (Influencers)
Repeat Engagement
Share of Voice
Conversions

34. First Things First
Start Small
Strategy & Goals
Policy
People + Technology + Processes
Measure As You Go