This document provides an overview of creating a social media marketing plan. It discusses mapping out objectives, channels, tools, budgets, and metrics. Key aspects covered include determining goals for different social platforms, choosing monitoring, engagement and analytics tools, allocating budgets based on company size, and identifying key performance indicators aligned with objectives. The document emphasizes the importance of planning, having clear objectives and measurement, as well as seeing social media as part of a larger customer experience strategy.

1. nick westergaard | branddrivendigital.com
PlanningCreating a Social Media Marketing Plan — OR — Putting It All Together

2. #uimktg
@nickwestergaard

3. Where Are WE?
‣ Strategy — Planning the Work
‣ Execution — Working the Plan
‣ The Big Picture — The Digital Ecosystem

4. social media Planning
‣ Mapping Your Marketing
‣ Tool Considerations
‣ Budget Considerations
‣ Keeping Score
‣ The End

5. Mapping Your Marketing
1

6. a bigger plan isn’t always better

7. herb kelleher
We have a strategic plan. It’s called
‘doing things.’”
“

9. Photo via Flickr user Robert Course-Baker

11. rudyard kipling
I keep six honest serving men (They
taught me all I knew): Their names are
WHAT and WHY and WHEN and HOW
and WHERE and WHO.”
“

12. Using kipling to make the map
‣ WHY are we doing this?
‣ WHAT are we doing?
‣ WHEN does this happen?
‣ WHERE does this happen?
‣ WHO does this involve?
‣ HOW do we get it done?

13. why are you doing this? Define your destination
Photo via Flickr user Damian Gadal

14. Ground with why – destination
‣ Branding
‣ Community Building
‣ Public Relations
‣ Market Research
‣ Customer Service
‣ Leads & Sales

15. what will you use to get there? Which channels?
Photo via Flickr user Aaron Parekci

16. strategy snapshot
‣ Facebook — Central hub for social marketing, where we can cultivate and
engage the fan base by sharing content, contests, and customers stories
‣ Twitter — Public channel for real-time engagement; customer service,
breaking news, events, early warning
‣ Blog — Forum for long-form storytelling & intellectual engagement;
history, values

17. strategy snapshot
CUSTOMER
SUPPORT
Local
Office
Phone Website

18. strategy snapshot
CUSTOMER
SUPPORT
Local
Office
Phone
Website
Social
Media
- Industry updates
- Customer support
- Local network programming

19. @MediacomCable
- Updates on industry news & information
- Starts longer conversations with
customers via web or phone
@MediacomSupport
- Provides support to customers for
internet, cable, and phone issues
- Area outages
- Troubleshooting
- Channel questions
- Schedule service calls
- Future plans to add more support staff
@MC22
- Provides updates on network-wide
local programming
- High school & college sports
- Local government programming
channel strategy: Twitter

20. who, where, & when
Photo via Flickr user Niklas Bildhauer

21. what tools & resources will we need?
Photo via Flickr user dewframe ✳ alt-n-anela

22. are we there?
Photo via Flickr user maelik

23. make sure your map is smart
‣ Specific
‣ Measurable
‣ Attainable
‣ Realistic
‣ Timely

24. tools, budget
need to focus on
and measurement

25. Tool Considerations
2

26. minimal time on tools
Photo via Flickr user William Warby

27. social media tool considerations
‣ Monitoring
‣ Engagement
‣ Measurement & analytics
‣ Miscellaneous costs
‣ Content creation tools

28. monitoring tools
Photo via Flickr user Intel Free Press

29. monitoring tools include
‣ Mention
‣ Topsy
‣ Meltwater
‣ Sysomos
‣ uberVU
‣ Crimson Hexagon
‣ Salesforce Marketing Cloud (Radian6)

30. engagement tools
Photo via Flickr user JD Hancock

31. monitoring tools include
‣ HootSuite
‣ Sprout Social
‣ Expion
‣ Seesmic
‣ Shoutlet
‣ Spreadfast
‣ Salesforce Marketing Cloud (Radian6)

32. measurement and analytics
Photo via Flickr user Jamie

33. SMMS tools include
‣ Raven Tools
‣ Sprout Social
‣ Salesforce Marketing Cloud (Radian6)
‣ And more!

34. “jack of all trades, master of none”
Photo via Flickr user Jamie

35. don’t forget content tools

36. what’s used most often?
Source: Social Fresh

37. most are using a mix of free & paid tools
Source: Awareness

38. your best bet? Make a spreadsheet of features

39. Budget Considerations
3

40. yeah … not so much

41. closer …

42. what marketers are used to
Source: http://www.businessesgrow.com/2012/10/09/how-do-you-budget-for-social-media-marketing/

43. what social media looks like
Source: http://www.businessesgrow.com/2012/10/09/how-do-you-budget-for-social-media-marketing/

44. what it all looks like together
Source: http://www.businessesgrow.com/2012/10/09/how-do-you-budget-for-social-media-marketing/

45. marketing budgets overall are growing
Source: CMO Survey

46. digital is growing, traditional decreasing
Source: CMO Survey

47. social ads are a growing part of ad budget
Source: Altimeter Group

48. where are marketers investing?
Source: Social Fresh

49. budget varies by size
Source: Altimeter Group

50. social media budget considerations
‣ Internal personnel — employees
‣ External personnel — agency, freelance help
‣ Creative services — anything not included above
‣ Advertising expenses — media costs
‣ Software platforms, SAAS
‣ Additional hardware — monitors, etc.
‣ Shared services — legal, HR for policy support, may be overhead

51. Keeping Score
4

52. albert einstein
Everything that can be counted does not
necessarily count. Everything that counts
CANNOT NECESSARILY BE COUNTED.”
“

53. remember, ROI is hard because …
Source: Awareness (State of Social Marketing)

54. measuring what matters
‣ Branding — web analytics such as visitors; share of voice
‣ Community Building — subscriptions, participation
‣ Public Relations — brand mentions and sentiment
‣ Market Research — new ideas gleaned, competitive insights
‣ Customer Service — number of incidents, CRM data
‣ Leads & Sales — lead source on prospects and customers

55. aligning kpi with business objectives
Source: The NOW Revolution

56. aligning kpi with business objectives
Source: The NOW Revolution

57. aligning kpi with business objectives
Source: The NOW Revolution

58. kpior, key performance indicator
you have to identify your

59. with media, compare apples to apples
Photo via Flickr user flinqr

60. objective &
Measurementare two of the biggest take-aways from class

61. The End
5

62. a good map can be shared

63. management cares about
‣ Sales — making money
‣ Cost — saving money
‣ Revenue — keeping money

64. map out the larger brand experience
Customer
Experience
BRAND
Static Analog Touch Points
(One Way)
Human Touch Points
(Bi-Directional)
Interactive Digital Touch Points
(Multi-Directional)
Promotion
Direct Mail
Communications
Products
Advertising
Brand DNA
- Logo
- Positioning
Service
Call Center
Sales Management
Support
Website
Demos
Email
Social Media
Blogs

65. marty neumeier
Your BRAND isn’t what you say it is. It’s
what they say it is.”
“

66. the best plan wins

67. john jantsch
Plans aren’t the secret. Planning is.
It's the continuing process of planning,
acting, and measuring that moves the
organization in the direction of its goals,
not the plan document you might create.”
“

68. key take-aways
‣ Objective and measurement — two bookends in this class — are two of
our biggest takeaways
‣ Map your marketing, track budget, and measure results
‣ Plan the work, work the plan, and remember the big picture
‣ “Failing to plan is planning to fail”

69. your projects put these ideas to work

71. #uimktg
@nickwestergaard

72. nick@WESTERGAARD.COM
Slides at Slideshare.net/nickwestergaard
@NickWestergaard on Twitter, Instagram, and more