This document outlines 6 steps to create a social media marketing plan with little cost. It begins by setting objectives like increasing brand awareness, traffic, or leads. Step 2 is to identify the target audience. Step 3 chooses social media platforms like Facebook, Twitter, LinkedIn based on audience demographics. Step 4 establishes metrics to measure success. Step 5 creates a content strategy with types of posts and a schedule. Step 6 is to continually test and adjust the plan based on results. An example is provided of how Pure Michigan generated $17 million in PR value from responding to a tweet about which state is the "Mitten State".

1. Six Steps To Create A Social Media
Marketing Plan At Little Cost
Presented to:
University of Michigan
Center for Entrepreneurship
College of Engineering
Prepared by:
Chad Wiebesick
Director of social media & interactive marketing
Twitter: @Wiebesick
February 15, 2016

2. Pure Michigan Ranks Among Top 10 Travel
Destinations Worldwide for Its Social Media
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3. Pure Michigan Ranks #1 on Instagram
Pure Michigan is the #1 most
popular travel brand in the world on
Instagram as measured by the
number of photos people have
uploaded hashtagged #
PureMichigan, ranking higher than
Hawaii, Australia, Museum of
Modern Art, Lonely Planet and
Carnival Cruise Lines.
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4. @Wiebesick

5. @Wiebesick

6. @Wiebesick

7. Step 1: Set your objectives
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8. Align Your Social Strategy
To Your Business Objectives
Brand Goal: “Pure Michigan is majestic, mythic and magical –
a place with abundant natural beauty and authentic
destinations.”
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9. Provide Customer Service
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10. Customer Service Gone Wrong!
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11. Customer Service Gone Horrific!!!!
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12. Pure Michigan
Customer Service
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13. Generate Leads
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14. Build Brand Awareness
Within 15 minutes of
Super Bowl 2013
grinding to a halt
because the lights went
out, Oreo sent this
tweet.
Generated 15,000
retweets and 8,000 new
Twitter followers.
@Wiebesick

15. Increase Traffic To Your Website
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16. Step 2: Identify Your Audience
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17. Here’s Why It’s Important to Know
Your Audience
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18. What Single Post Caused People To Unlike
the Pure Michigan Facebook Page?
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19. What Should We Do?
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20. Let Your Advocates Support You
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21. Tip: Use Facebook Interest Targeting
Reach precisely the right people by targeting posts to a subset of
the people that like your page based on their interests.@Wiebesick

22. Step 3: Choose The Platform
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23. Facebook
More than 70% of online American adults use Facebook.
Usage among seniors continues to increase. Women are
also particularly likely to use Facebook compared with men.Source: Pew Research Center, 2015

24. Twitter
Some 23% of online adults currently use Twitter. Skews
slightly more male, college educated, household income of
$50,000, urbanites.

25. Google+
Sixty-seven percent
of Google+ users
are male, and the
average age is 28-
years-old. Users
tend to work in the
engineering,
software and design
industries, and are
more interested in
discussions and
trends than looking
at photos of dogs or
kids.

26. LinkedIn
LinkedIn is actually more popular than Twitter among U.S.
adults. LinkedIn's core demographic are those aged between
30 and 49, i.e. those in the prime of their career-rising years.
Not surprisingly, LinkedIn also has a pronounced skew toward
well-educated users.
Source: Pew Research Center, 2015

27. Pinterest
Women continue to dominate Pinterest – 42% of online
women use the site, compared with 13% of online men.

28. Instagram
Besides young adults, women are particularly likely to be on
Instagram, along with Hispanics and African-Americans

29. Snapchat
Snapchat is the youngest social network of all. More than six
out of 10 Snapchat users are in the 18-to-24 age group.
Source: Pew Research Center, 2015

30. Tip: Don’t Spread Yourself Too Thin
Accounts that appear dormant a
majority of the day are easy to spot.
Rather than only visiting once a day
for 30 minutes, consider spending 10
minutes in the morning, 10 minutes in
the afternoon, and 10 minutes in the
evening.
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31. Tip: Use the Same Logo Across All
Platforms
Helps build brand and consistency, and people will recognize
you regardless what platform they see you on.
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32. Tip: Choose a Consistent
Vanity URL
@PureMichigan
@PureMichigan
@PureMichigan
@PureMichigan
VERSUS:
@DiscoverOhio
@Ohiogram
@DiscoverOhio
@DiscoverOhioTravel
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33. Step 4: Establish Metrics
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34. Choose metrics that align with
your business objectives and
help you make business
decisions.
•Followers
•Likes
•Comments
•Shares
•Retweets
•Impressions
•Reach
•Engagement
•Post Likes
•Unlikes
•Clicks
•Etc.

35. “It’s quality, not quantity of fans
that’s important.”
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36. New York State Has The Largest
Number of Facebook Fans
• Yet, only 0.9% of their fans are talking about the page.
• The most popular age group are 13-17 year old teenagers.
• Most of their fans live in New York City.
@Wiebesick

37. State of Florida Has Far Fewer
Fans, But More Engaged
• Average age of fans are 35-54, a demographic more likely
to have budget to travel.
• Most fans live in out-of-state, a more lucrative traveler.
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38. Another Reason to Not Focus on
Number of Fans
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39. Make Fans The Hero:
Engagement is Key
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40. Step 5: Create Content Strategy
Your content creation and content curation plan should
answer the following questions:
•What type of content do you intend to post?
•How often will you post?
•Where will you post it?
@Wiebesick

41. Use an Editorial Calendar
Follow the 80/20 rule to attract and retain an engaged
community: 80% is your content, 20% is from thought leaders
in your industry, like-minded businesses, or relevant content.@Wiebesick

42. Schedule Posts to Save Time
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43. Step 6: Test, Evaluate and Adjust
Your Social Media Plan
• As new networks emerge, you might want to add them to
your plan.
• As you attain goals, you might need to adjust them.
• Rewrite your strategy to reflect your latest insight.@Wiebesick

44. “Here’s how by reacting quickly to
an obscure tweet, Pure Michigan
generated $17 million in PR buzz.”
@Wiebesick

45. Dec 6, 11:49 am
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46. TravelWisconsin.com
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47. Dec 6, 2:45 pm
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48. Dec 6, 7:17 pm
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49. What, If Anything, Do We Do?
• 1 tweet
• 11 retweets
• 1 story in Kalamazoo Gazette
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50. Dec 7, 11:45 am
WhoIsTheRealMittenState.com
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51. @Wiebesick

52. @Wiebesick

53. @Wiebesick

54. Dec 7, 4:43 pm
Statewide News
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55. Dec 7, 7:23 pm
Wisconsin Releases Another Mitten
Travel Wisconsin put up a new version of the mitten in the green and
gold of the Green Bay Packers, boasting the football team's unbeaten
record and ribbing their rivals, the 7-5 Detroit Lions.
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56. “Is Michigan or Wisconsin the Mitten State?”
Google AdWords
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57. Dec 7, 10:20 pm
National News
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58. @Wiebesick

59. Dec 13
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60. The Mitten Drive Prompted
More Conversations
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61. Dec 14, 2:20 International News
Results:
•Over 300 news stories from state, national and
international radio, newspaper and TV
•396 million media impressions
•$17.7 million in earned media value
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62. Thank You
• Chad Wiebesick
• wiebesickc@michigan.org
• Twitter: @wiebesick
• Facebook.com/cwiebesick
• Linkedin.com/in/wiebesick
• (517) 335-1083
@Wiebesick