Relinquish control Transparent Conversational
To achieve goals
Cultural Fit/Readiness?
Research/Select Best Channels
Tells brand story Reach target audience(s)
Responsive Follow through Respond positively
Aligns with resources/capabilities
Provide relevant content
Is measurable
Engage key influencers Social Media Leads
By audience segment/persona
Engagement/Loyalty
Develop/Clarify Message(s)
Bounce Rate Membership Level Activity Conversions
Supportive of mission Focused, cohesive, consistent Reflective in all SM content Develop content
Measurement/Metrics/Benchmarks
Customer Engagement
Brand Mentions
Brand Reputation
Viral Sharing Blog Activity
Sales/Revenue
Establish Objectives & Goals
Customer Innovation
Online sales
Retention/Loyalty
Product info views/research
Search Mktg. Objectives Senior Mgmt. Buy-in
Social Media Guideline Development/Adoption
Quantitative/Qualitative
Communicate/internalize
Existing experience of staff; ie. current SM participation
Key Word Research & Discovery
Potential volunteer base
SEO Development
Map Assets
SEM Program
Cross-linked to Social Media Properties
Existing content that can be repurposed
Interactive Mktg.
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
Corporate operations
Social Media/Marketing Plan Framework
Audiences Programs/Campaigns
Franchise operations Company
Messages
Affiliates
Results
Partners/distributors
Research
Brand A
Key words/phrases Tone channels convey?
Brand
Review Current Mktg.
Establish Scope
Brand B Brand C
Overall message brand communicates?
Product 1
Are intended targets being reached? Who are intended targets?
Ecommerce
Product
Product 2 Product 3
Key ?'s
Do channels reflect mission?
Product 4
What’s missing?
Campaign A Campaign/Promotion
Are there people who should be targeted but aren’t?
Campaign B Campaign C
Is current participation passive or active?
General introduction/roll-out
Mktg/Launch Campaigns
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
Identify/select tools/services
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