2.  The single most important action a marketer
can take to improve an organization's chances
of success in executing social media marketing
activities is to develop a solid plan.
 No Social Media marketing plan would be
complete without a budget listing its cost and
return of investment analysis.
 10 Steps provide the core for building a
winning social media marketing plan.

3.  A sharp title page makes a social media marketing
plan stand out
 Provides the reader with the information necessary
to identify the purpose and authors of the document
as well as a release date
 Use Eye Catching graphics and tasteful fonts
 Plan should begin with a descriptive name for the
document followed by the company name, address,
contact information and the author who prepared it.
 Presentation is everything. Clean lay out is key
 Example of Page 318 XYZ Coffee Company

4.  A table of content is essential for a lengthy document such as a social media marketing
plan
 Should consist of
 Executive Summary
 Brief Overview
 Social Media Presence
 Competitive Analysis
 Goals
 Strategies
 Target Market
 Tools
 Implementation
 Platform Specific Tactics and Tools (Social networks & media platforms)
 Content Development
 Assignments
 Monitoring
 Tracking
 Measuring ( Quantative KPIs& Qualitative KPIs)
 Evaluating
 Social Media Monitoring Tools
 Tuning
 Budget
 Return of Investment

5.  Highlights the main benefits and components of a social media
marketing plan. It provides the first impression.
 Research shows that it takes 17 seconds to make a lasting
impression
 One of the most important parts of the plan because decision
makers will determine whether the plan is a good idea and
worth pursuing. The pitch.
 Lead with why the plan should be adopted. Should begin with
a justification why the investment should be made.
 Keep the audience in mind. Use the language appropriate for
the readership. For example, if top executives will expect
business terminology that helps them determine the value of
the proposal
 Organize the summary to reflect the structure of the plan
 Limit the length. The most it should be is two pages. Preferably
one page.
 Include the names of the Plan’s Authors
 Compose the Executive Summary Last. Plan first, strategize
then executive the summary

6.  To maximize the chances that decision makers reading the
social media marketing plan will fully appreciate its value, it is
important to lay down a contextual foundation for readers to
understand the plan.
 Describe the industry and company in order to set the stage for
the decision makers by providing a quick look at the past,
present, and likely future of the industry and the company
track record within the industry
 Explain the competitive advantage of using the plan
 Describe how social media marketing can contribute by listing
the social media actions that will be required to secure the
competitive advantage.

7.  The first step in the Social Media Marketing Planning Cycle is
to listen to what people are saying about a company. Thereby
enabling a company to determine its social media presence.
 Brand health- The holistic approach- a collective measure of a
company’s social media presence from many different sources.
 5 Key Metrics for auditing a company’s social media presence
on individual social media platforms
 Sentiment Analysis- Shows the number of positive, neutral, or
negative mentions on each social media platform where the
company has a sizable presence
 Reach- Indicates the number of followers on social networks
 Company posts- Measure how often the company posts on each
social media platform
 Feedback- Shows the number of comments, likes, replies to
company- generated content
 Average response time- Assesses response time to user comments
on the company’s social media properties

8.  SWOT- A useful way to conduct a competitive analysis of a social
web.
 SWOT- Strength, Weakness, Opportunities, and Threats
 Identifies a company’ strength and weakness on social media platforms as
well as the opportunities and threats on the social web.
 Useful decision-making technique to attract social media opportunities for
an organization.
 SWOT options are
 S-O Strategy: Follow social media platform opportunities that match the
organization's strengths on the social web
 W-O Strategy: Overcome weakness in social media platform performance to follow
opportunities on the social web.
 S-T Strategy: Identify ways the organization can use its platform strengths to reduce
its vulnerability to external threats from competitors or new technologies on the
social web
 W-T Strategy: Create a protective strategy that reduces the chances the
organization’s social media weaknesses will make it vulnerable to external threat.
Form of monitoring

9.  Setting Goals
 Identify the Target Market
 Selecting Tool
 Implementing
 Is the process whereby the goals, strategies, target market, and tools are
taken into consideration in creating actionable social media platform-specific
tactics.
 Determining Strategies
 The 8’c
 Categorize
 Comprehend
 Converse
 Collaborate
 Contribute
 Connect
 Community
 Convert

10.  Implementing
 Twitter
 Linkedin
 Youtube
 Flickr
 Foursquare
 E Articles

11.  Although Social Media platform will feature specific type of content,
the following tactics will maximize the generation of quality content
that can be repurposed multiple times, saving time and money and
creating the greatest possible impact.
 Developing of Acquiring Content
 A thorough analysis of the content needs for each social media platform will
be conducted, identifying that specific need for each community, finding the
gaps in content and filling them with the content for that satisfies the
consumer.
 Managing Content
 Social media content will be clearly edited before posting and consumer
contributions will be moderated to ensure the brand community stay on
topic.
 Cross-Utilizing Content
 To leverage existing content, it will be adapted to each type of platform
 Breaking Apart Content
 Breaking content into smaller chunks and reformatting it will stretch the
utilization of materials.
 Multiplatform
 Blogs, microblogs, podcasts, webinars, etc

12. • Tracking
• The process of finding and following content on the social
web. One of the biggest challenges is setting up a tracking
plan.
• Measuring
• The process of measuring social media marketing
endeavors is currently highly controversial and an
incredibly fast moving field
• Quantative measurements remain crucial however the vast
majority of debates, research, innovations are centered on
qualitative measurement because it has demonstrated the
most promising in connecting the dots between social
media marketing and financial performance.
• Evaluating
• Process of interpreting the data

13. • Monitoring tools (Quantitative)
• Google Alerts
• Google Trends
• Google Reader
• Social Mention
• Google Web
• Radian 6
• Tuning
• The constant and continuous process of adjusting and improving the
elements of the plan to maximize the chance of success.
• Budgeting
• Depends on the maturity level of the company
• 2010 Study range 66k-1.4 million
• Internal Soft costs (Staff Manage-Social Media, training and education,
and research development
• Customer Facing initiatives in four areas – boutique agencies
specializing in social media, marketing, advertising, influencers, blogs,
etc
• Technology investments in 5 areas- custom technology development,
community platforms, brand monitoring, social customer relationship
management and social management systems.

14. •Estimating Return on Investment
•Proxy ROI- is an estimate of the
long term impact of social media
marketing investment on
costumer response.
•Brand awareness, customer
satisfaction, sentiment analysis,
share of voice, net promoter
scores

15. •Time to get the money!
•Indentify the mindset of these
executives
•Show them the pay off
•Detailed budget request
•Timetable for reaching milestone
•Close the deal

16. Brilliant Ideas 2014 thus far Article
http://www.exacttarget.com/blog/the-30-most-brilliant-
social-media-campaigns-of-2014-so-far/
SOCIAL MEDIA MARKETING IDEA Video
https://www.youtube.com/watch?v=0Tby91aTGF4
STRATEGY Article
http://www.socialmediaexaminer.com/essential-elements-
social-media-marketing-strategy/
REVOLUTION VIDEO
https://www.youtube.com/watch?v=5a4kSMA2b5k
http://jiad.org/article148.html
Journal Article
http://jiad.org/article148.html