Social Media I

What is a social media plan?

Before you start using social media in your business, it

is a good idea to develop a plan to understand your
goals and objectives, and to measure your success.

Social media plan definition

A social media plan is the document that establishes the social media
strategy and actions that a company or brand has to follow when it comes to
publishing, interacting and sharing content on their social media profiles.

It determines on which social network the bussiness should be in and why,

how the profiles should be like what to publish and when.
SOCIAL MEDIA
STRATEGY
Social Media Strategy

Benefits of Social Media Marketing

Increased Brand Recognition.

Your social media networks are just new channels for your brand’s voice and
content

Makes you easier and more accessible for new customers, and makes you more
familiar and recognizable for existing customer

Improved Brand loyalty

Brands who engage on social media channels enjoy higher loyalty from their
customers

A strategic and open social media plan could prove influential in morphing
consumers into being brand loyal.
Social Media Strategy

Benefits of Social Media Marketing

More Opportunities to Convert.

Every post you make on a social media platform is an opportunity for customers to
convert.
Not every interaction with your brand results in a conversion, but every positive
interaction increases the likelihood of an eventual conversion.

Higher conversion rates

The humanization element; the fact that brands become more humanized by interacting
in social media channels.
People like doing business with other people; not with companies.

Simply building your audience in social media can improve conversion rates on your
existing traffic.
Social Media Strategy

Benefits of Social Media Marketing

Higher Brand Authority.

When people go to compliment or brag about a product or service, they turn to social
media
The more people that are talking about you on social media, the more valuable and
authoritative your brand will seem to new users

Increased Inbound Traffic

Every social media profile you add is another path leading back to your site,

The more quality content you syndicate on social media, the more inbound traffic you’ll
generate, and more traffic means more leads and more conversions.
Social Media Strategy

Benefits of Social Media Marketing

Decreased Marketing Costs

Just one hour a day to developing your content and syndication strategy, you could start seeing the
results of your efforts
Start small and you’ll never have to worry about going over budget—once you get a better feel for
what to expect, you can increase your budget and increase your conversions correspondingly.

Richer Customer Experiences

Every customer interaction you have on social media is an opportunity to publicly

demonstrate your customer service level and enrich your relationship with your
customers.
If a customer complains about your product  Apologize

If a customer compliments you,  Thank him/her

Social Media Strategy

Benefits of Social Media Marketing

Decreased Marketing Costs

Just one hour a day to developing your content and syndication strategy, you could start seeing the
results of your efforts
Start small and you’ll never have to worry about going over budget—once you get a better feel for
what to expect, you can increase your budget and increase your conversions correspondingly.

Richer Customer Experiences

Every customer interaction you have on social media is an opportunity to publicly

demonstrate your customer service level and enrich your relationship with your
customers.
If a customer complains about your product  Apologize

If a customer compliments you,  Thank him/her

Social Media Strategy

Benefits of Social Media Marketing

Improved Customer Insights

Social media also gives you an opportunity to gain valuable information about what
your customers are interested in and how they behave

Monitor user comments to see what people think of your business directly
 SOCIAL MEDIA
STRATEGY
LET’S START PLANNING
Social Media Strategy

Which networks should you be on? Should you have multiple

social media accounts for certain networks?
Social Media Strategy
SOCIAL MEDIA PLAN
Social Media Plan

What is a social media plan?

A social media marketing plan is the summary of everything you plan to do and
hope to achieve for your business using social networks.

1. Identify your bussiness goals

2. Identify your audience and where they are
3. Research your competition
4. Choose the right channels
5. Create a content strategy
6. Budget and resources
7. Who is responsible
8. Evaluate and analyze
Social media plan

Step 1: Identifiy your bussiness goals and objetives

The first step to any social media marketing strategy is to establish objectives and goals that you hope
to achieve.

Goals should be

- Specific
- Measurable
- Attainable
- Relevant
- Time- bound
Social media plan

Step 1: Identifiy your bussiness goals and objetives

1) Specific Goals:

Ask yourself what is what you want to achieve and transform it into someting specific.

If the goal is too vague, you’ll never really know what you’re working towards. So develop
goals that are clear, specific, and not open to interpretation.
Social media plan

Step 1: Identifiy your bussiness goals and objetives

2 - Measurable Goals:

When it comes to success, the numbers matter. Don’t just know you were successful—know
how successful you were.

3 – Attainable Goals:

Keep your goals challenging, but realistic

Social media plan

Step 1: Identifiy your bussiness goals and objetives

4 – Relevant Goals:

Make sure that goal is relevant to your business’s success (even if the it’s not as sexy or
fun).

5 – Time bound Goals:

By committing to a time frame in which that’s going to happen, you’ll keep the oft-
repeated chorus of “I’ll do it tomorrow.” at bay. A hard deadline keeps you accountable.
Social media plan

Step 2: Identifiy your audience and where they are

Compare the social media your audience uses to networks right for your business. Every solid
audience profile starts with a fundamental understanding of who your audience is.

Make a list of three to five networks that are clearly popular with your audience.

Don’t get too big a list; remember, you are going to have to maintain content on these. If you can only
handle one or two, that’s perfectly fine.

How can I find my audience?

There are basically three people that fit into your target audience:
• The Person That Will Pay You
• The Person That Influences The Person That Pays You
• Your Supporter
Social media plan
Social media plan

Step 3: Research your competition

What you should care about?

Content value: their content is better or great?. Check if it is detailed, more

interesting, practical, but whatever it is, your shared audience finds theirs “better.”

Shareability: Do their followers share their content? How much? Look for
shareable content or other forms of interaction that gain visibility in new audience
segments.
Engagement: is the brand making their followers feel like they are part of a
community by responding to them? How do they react to negative comments? And
to positive ones?

Niche targeting: Your competitor could be finding success by targeting a different

niche than you, or by using gimmicks that only appeal to certain types of users. If
this is the case, they may not be competing with you directly—so there may be no
real problem.
Social media plan

Step 3: Research your competition

How can you can create your own image to separe yourself from your competitors?

1. Be better.

2. Be different.

3. If you can’t beat ‘em, join ‘em (kind of).

4. Start Small and Scale

Social media plan

Step 4: Choose the right channels

Choosing the channels that you use to deploy your messaging is absolutely critical. There
are multiple motivations for publishing or sharing content in a particular place.

• The brand name will lend you credibility with a wider audience.
• Your website will benefit from their high rank and relevant topical approach.
• Your potential customers or existing customers read or watch the publication.
Social media plan
Social media plan
Social media plan
But the are more to consider

Periscope Snapchat This

Ello Medium Whisper

Social media plan

Step 5: Create a content strategy

Think of a content marketing strategy
as an outline of your key business
and customer needs and a detailed
plan for how you will use content to
address them.

But first, you need to ask yourself

what you are good at.

This test can help you discover it

If you don’t have the equipment or

the chops for making great videos,
YouTube is probably not the place
for you.
Social media plan

Step 5: Create a content strategy

It is vitally important to understand

what your niche topics will be, and
have it written down ahead of time,
or you run the risk of losing focus
and curating content that your
audience doesn’t want. It’s too easy
for them to unfollow you.

But remember to stay true to the 70-20-10 rule: 70 percent of your page’s content
should be information that’s valuable and relevant to your fans; 20 percent should be
content that comes from other people and 10 percent should be promotional.
Social media plan

Step 5: Create a content strategy

Social media plan

Step 5: Create a content strategy: What to share?

Social media plan

Step 6: Budget and resources

Developing your social media budget is an important aspect of your social media plan. You will be
able to know how much money you need.

In your budget, include the individual activities you will undertake whilst managing or marketing
your social media tools or websites.

List these out with their allocated budget for each month of the specified period within your budget
(e.g. 6 months or 1 year).

Examples of costs you may have listed in your social media budget could include:

• in-app advertising
• Search Engine Marketing (SEM) activities
• online advertising
• branding and artwork
• giveaways and competitions
• market research.
Social media plan

Step 7: Who is responsible?

Having multiple people on your corporate accounts can create a situation ripe for double
posts, mistimed announcements and general confusion about who is doing what when.
But it is essential that someone is responsible of your social networks.

Options:
Have just one person post to all accounts

Sivide the posting responsibility into shifts. (one person who is responsible for posting during
the weekdays and another person who is responsible on weekends)
Social media plan

Step 7: Evaluate and analyze

What to measure will depend on your business goals, but here you have
some basic Key Performace Indicators (KPI) for each social network
Social media plan

Step 7: Evaluate and analyze

Social media plan

Step 7: Evaluate and analyze

SOCIAL MEDIA FOR
E-COMMERCE
Social media for e-commerce

Are you looking for ways to use social media to increase your sales?

Both well-known and startup companies are mixing social media and
e-commerce to garner more sales.
Social media for e-commerce

6 Ways to Sell With Social Media

#1: Incorporate a Clear Call to Action

Your customers and fans visit your social media pages for a
variety of reasons, but generally speaking, they want to do
something or learn something.

#2: Convey a Sense of Urgency

Due to the ticker-tape nature of most social media platforms, you have a very limited amount of time to
catch the attention of your customers/fans/followers. If they see an update with verbiage that compels them
to “act now,” you win.
Social media for e-commerce

6 Ways to Sell With Social Media

#3: Offer Followers and Fans

Exclusive Deals

This idea is similar to the previous one, but you

want to make sure that your fans know the deals
you’re offering are for fans of a particular network
only.

To grow your following on a variety of networks

and inspire loyalty, offer deals that are exclusive to
each network.
Social media for e-commerce

6 Ways to Sell With Social Media

#4: Encourage Sharing

It never hurts to ask your fans and

followers to retweet, repin or share. Ideally
you’re offering such a great deal that your
fans and followers will want to share it
anyway, but a little nudge is okay.

If your update is about a Facebook contest,

you can even let your followers know that if
they share the news about your contest,
they’ll get an extra chance (or chances) to
win.
Social media for e-commerce

6 Ways to Sell With Social Media

#5: Keep All of Your Social Media Profiles

Current
When potential customers land on your various social pages, they should have a clear
idea of what your business/brand is all about. At the very least, go through each of your
business’s social profiles (Facebook, Google+, Twitter, LinkedIn, etc.) once a quarter and
make sure all of the information is current,

#6: Link Product Photos With Product

Pages
When fans find a product they can’t live without, it’s not uncommon for them to leave a
comment asking how and where to buy it.
SOCIAL MEDIA DONE
THE RIGHT WAY
Case

Instagram MKT done the right way

What do they do?

The brand encourages its followers to take and submit
images they find of FedEx as it exists naturally; for
example, a user might take a picture of a FedEx plane as it
flies overhead
The result?
Case

Twitter MKT done the right way

What do they do?

Unexpected lesson: food is a big motivator
When Domino’s was developing their social media strategy, they
didn’t just fall back on the appeal of a delightful, melty slice of
pizza. They took what is already inherently appealing about their
brand and combined it with something that is quickly becoming
almost as iconic as pizza: the emoji.

The result?
Their number of followers hasn’t stopped of growing
Case

Snapchat MKT done the right way

What do they do?

Why not use it to inspire social activism? The World Wildlife Fund came up with
a very clever way to utilize the Snapchat medium to rally support for
endangered species. As is the case for all Snapchat photos, the ads that came
up were only visible for a few seconds, and then they were gone forever, hinting
at the possibility of endangered animals disappearing for good if they go extinct.

The result?
WWF reached their monthly donation goal in just 3 days thanks to this social
media campaign.
LET’S WORK
Create your own social media
plan

Download the template from Cursa.

Work in groups to create your social media plan for your websites