Relinquish control Transparent Conversational
To achieve goals
Research/Select Best Channels
Tells brand story Reach target audience(s)
Responsive Follow through Respond positively
Aligns with resources/capabilities
Provide relevant content
Engage key influencers Social Media Leads
By audience segment/persona
Bounce Rate Membership Level Activity Conversions
Supportive of mission Focused, cohesive, consistent Reflective in all SM content Develop content
Viral Sharing Blog Activity
Establish Objectives & Goals
Product info views/research
Search Mktg. Objectives Senior Mgmt. Buy-in
Social Media Guideline Development/Adoption
Existing experience of staff; ie. current SM participation
Key Word Research & Discovery
Potential volunteer base
Cross-linked to Social Media Properties
Existing content that can be repurposed
Based on Keywords, SEO, SEM Programs
Time staff members can devote to social media
Current SM participation
Targeted Microsite Development
ID internal champions
Cross-linked to E-Commerce Site Channels Email Marketing Campaigns
Social Media/Marketing Plan Framework
Franchise operations Company
Key words/phrases Tone channels convey?
Review Current Mktg.
Brand B Brand C
Overall message brand communicates?
Are intended targets being reached? Who are intended targets?
Product 2 Product 3
Do channels reflect mission?
Campaign A Campaign/Promotion
Are there people who should be targeted but arenâ€™t?
Campaign B Campaign C
Is current participation passive or active?
Promote/update to existing SM channels Integrate into other online/offline mktg channels/efforts/campaigns
Identify character traits, personalities, habits and attitudes Demographics/psychographics
Develop Personas of Key Engaged Customers
Internal 3rd Party
Research online/offline activities, interests, passions, concerns
News mentions Social media/networks (i.e., Facebook, MySpace, Ning etc.) Industry/advocacy sites Blogs/online discussion
Monitor Existing Conversations
Competitive discussions Attitudes/issues that define brand Sites with most activity related to company/brand Items to assess:
Kind of people who post most frequently Identify key words/phrases Positive and negative comments
Biz partner channels & SM efforts Identify key influencers
Other organizations and issues these people connected to
Published on Jan 2, 2013