social media plan anatomy

The Anatomy of a Social Media Plan

Presented by: Mike Corak & Chris Sietsema

8.20.09

Quick Intro

• Mike Corak • Chris Sietsema

not to scale

Don’t Forget

• Twitter Hashtag:#SMAZ

• LinkedIn Group: http://budurl.com/smaz

• More Info (archives, video, next event details):SocialMediaAZ.org

Planning Starts with Homework

• Listening

• Competitive Analysis

Planning Starts with Homework

John Q. Customer

Objectives

• Aligned with Business Objectives• Consider Campaign Type

Community Relations/

Customer Service

Influencer/ Media Relations & Engagement

General Awareness, Event Promotion,

ROI

Your Message

• Consistency with Brand / Other Mediums• A Reflection of Audience Interests• Opportunity Unveiled by Listening

Source: VikaValter

Becoming Familiar with Tactics

• What is Feasible with Each?• Selecting the Right Tool• Align Tactics with Objectives

Connecting the Dots

Grow Awareness

Customer Service

Engage NewAudiences

STRATEGY

Sample Objectives

Connecting the Dots

• Encourage Interaction, Activity, Play• Creative Engagement

• Your Message, Your Way : – Your Social Thumbprint

Measurement

• Pure Numbers– Followers / Fans– Engagement

• Web Analytics– Site Traffic– Sales / Leads

• Sentiment– Positive – Negative– Neutral

Source: Nick Sayers

Resources

• Common Fallacy: – Social Media is Cheap– Time ≠ Money

• Enough Time from the Right People• Future Resourcing?– CEO, CFO, CTO, CMO … CSMO?

Source: practition^r

Review of Plan Anatomy

• With Planning:

Source: puliarf

Review of Plan Anatomy

• Without Planning (let’s be honest):

Source: NMSA.org.au

Review of Plan Anatomy

Research

Messaging

Tactics

Measurement

Strategies

Objectives

Resources

Key Elements

• Active & Ongoing Listening• Flexibility: Count on Change• Relationships Over Revenue

• Not a Game of Follow the Leader–Rather You Are Building the Playground

Questions?

• Twitter Hashtag:#SMAZ

• LinkedIn Group: http://budurl.com/smaz

• More Info (archives, video, next event details):SocialMediaAZ.org

Gee, Thanks.

• Mike Corak

• mikec@offmadisonave.com

• 480.505.4553• @mikecorak• linkedin.com/in/mikecorak

• Chris Sietsema

• chris@offmadisonave.com

• 480.505.4529• @sietsema• linkedin.com/in/sietsema