8/8/2019 Developing Social Media Plan

1/74

Developing a Social Media Plan

Tirza Hollenhorsttirzalyn@ifpeople.net 678 608 3408

www.ifpeople.net

Barrett Michaelbmichael@ifpeople.net 281 844 1184

www.ifpeople.net

8/8/2019 Developing Social Media Plan

2/74

Whats this wholesocial media thing?

8/8/2019 Developing Social Media Plan

3/74

Its not

traditionalmarketing

8/8/2019 Developing Social Media Plan

4/74

It denitely isnt

advertising

8/8/2019 Developing Social Media Plan

5/74

Social media denes the activities

that integrate technology, socialinteraction and the sharing of

words, images, video and audio .

8/8/2019 Developing Social Media Plan

6/74

In other words

Social media is aconversation thattakes place online.

8/8/2019 Developing Social Media Plan

7/74

Its a conversationmore people are

joining every day .

8/8/2019 Developing Social Media Plan

8/74

By 2010, millenials will outnumberbaby boomers

$350 billion in spending power

Spend over 16 hours a week online

96% have joined a social network

They care about what their friendsthink and what they like, not traditionalmarketing and ads

People like this guy.

UniversalMcCan Comparative Study on Social Media Trendshttp://tinyurl.com/dlzqnx

Consumer 2.0 by Mr.Youth and RepNation Mediahttp://tinyurl.com/cpja9q

8/8/2019 Developing Social Media Plan

9/74

And people like her.

41% of babyboomers havevisited a social networking site

+55 Women fastest growingdemographic on Facebook

More stable, dependableincome

The Fasted Growing Demographic on Facebookhttp://tinyurl.com/bl99qo

8/8/2019 Developing Social Media Plan

10/74

Social media is...

Consumer-drivenTransparent

Engaging

InclusiveSincere

8/8/2019 Developing Social Media Plan

11/74

It isnt

ControlledImpersonalExclusive

FormalOne-sided

8/8/2019 Developing Social Media Plan

12/74

Conversations are easy.Why is social media hard?

8/8/2019 Developing Social Media Plan

13/74

!!!

8/8/2019 Developing Social Media Plan

14/74

So many channels.So many people

So many conversations.

So little time.

8/8/2019 Developing Social Media Plan

15/74

How do I decidewhat channels to use,

what people to engage,what conversations to join?

8/8/2019 Developing Social Media Plan

16/74

Strategy( a really, really good one)

8/8/2019 Developing Social Media Plan

17/74

Like all conversations,the key to social media

begins and ends

with listening.

8/8/2019 Developing Social Media Plan

18/74

Step 1 Listen to yourself

8/8/2019 Developing Social Media Plan

19/74

You may not have a social media plan.But you certainly use media.

8/8/2019 Developing Social Media Plan

20/74

8/8/2019 Developing Social Media Plan

21/74

Ask yourself questions...

What tone do these channels convey?Who are my intended targets?

Am I reaching my intended targets?Do these channels reect our mission?What overall message does my brand

communicate?

8/8/2019 Developing Social Media Plan

22/74

Most importantly

Whats missing?Where do these channels fall short?

Are there people we should targetbut arent?Online, are we passive participants or

active engagers?

8/8/2019 Developing Social Media Plan

23/74

Goodwill of DC asked questions

Discovered their current messagingwasnt targeting people like her (youngwomen interested in vintage fashion)

Shame, considering Goodwill hasgreat deals on vintage wear

Created a social media plan that

targeted these women and gaveGoodwill a hipper image

More on Goodwill later

8/8/2019 Developing Social Media Plan

24/74

Asking questions reminds you who youare and who you want to be.

It also indicates how social media can beused to complement your overallmission.

8/8/2019 Developing Social Media Plan

25/74

Step 2 Listen to others

8/8/2019 Developing Social Media Plan

26/74

8/8/2019 Developing Social Media Plan

27/74

Start listening to

Key public gures

Mentions of your organizationPopular industry/ advocacy sites

NewsgroupsBlog comments

Organizations like yours

8/8/2019 Developing Social Media Plan

28/74

8/8/2019 Developing Social Media Plan

29/74

8/8/2019 Developing Social Media Plan

30/74

What attitudes dene me and my issues?What sites have the most activity relatedto my organization?

What kind of people do the most posting?

What other organizations and issues arethese people connected to?What kind of negative comments ormisconceptions exist?

Ask yourself

8/8/2019 Developing Social Media Plan

31/74

8/8/2019 Developing Social Media Plan

32/74

Step 3 Create personas

8/8/2019 Developing Social Media Plan

33/74

Personas are

Descriptions of individuals that

represent your target.Theyre not real people.

Just archetypes that representreal people.

8/8/2019 Developing Social Media Plan

34/74

Personas

Help you identify potential charactertraits , personalities , habits andattitudes of your target.

This helps you create a social mediaplan of ideal scope and size.

8/8/2019 Developing Social Media Plan

35/74

Create personas through listening.

But this time, not just online.

8/8/2019 Developing Social Media Plan

36/74

8/8/2019 Developing Social Media Plan

37/74

Step 4 Map your assets

8/8/2019 Developing Social Media Plan

38/74

Social media tools arent really fee.

They cost time.

Sometimes,lots of time.

8/8/2019 Developing Social Media Plan

39/74

8/8/2019 Developing Social Media Plan

40/74

8/8/2019 Developing Social Media Plan

41/74

This makes your social media plan

RealisticManagableAchievableEfcient

And not the sourceof tears and anguish

8/8/2019 Developing Social Media Plan

42/74

8/8/2019 Developing Social Media Plan

43/74

8/8/2019 Developing Social Media Plan

44/74

8/8/2019 Developing Social Media Plan

45/74

8/8/2019 Developing Social Media Plan

46/74

8/8/2019 Developing Social Media Plan

47/74

8/8/2019 Developing Social Media Plan

48/74

8/8/2019 Developing Social Media Plan

49/74

8/8/2019 Developing Social Media Plan

50/74

8/8/2019 Developing Social Media Plan

51/74

8/8/2019 Developing Social Media Plan

52/74

8/8/2019 Developing Social Media Plan

53/74

Ask yourself

What channel best suits:My goals?

My brand story?My resources?

My target?

8/8/2019 Developing Social Media Plan

54/74

8/8/2019 Developing Social Media Plan

55/74

8/8/2019 Developing Social Media Plan

56/74

8/8/2019 Developing Social Media Plan

57/74

8/8/2019 Developing Social Media Plan

58/74

8/8/2019 Developing Social Media Plan

59/74

8/8/2019 Developing Social Media Plan

60/74

8/8/2019 Developing Social Media Plan

61/74

8/8/2019 Developing Social Media Plan

62/74

8/8/2019 Developing Social Media Plan

63/74

8/8/2019 Developing Social Media Plan

64/74

8/8/2019 Developing Social Media Plan

65/74

8/8/2019 Developing Social Media Plan

66/74

Never stop using them to

Find conversations to joinTrack responses to yoursocial media activity

Discover what messagingworks, what doesnt

8/8/2019 Developing Social Media Plan

67/74

8/8/2019 Developing Social Media Plan

68/74

8/8/2019 Developing Social Media Plan

69/74

8/8/2019 Developing Social Media Plan

70/74

Social media may be here to stay.

But the tools are temporary.

8/8/2019 Developing Social Media Plan

71/74

8/8/2019 Developing Social Media Plan

72/74

Whos next?

Whos Next?

R.I.P

Facebook2004 - ?

Our Beloved

Twitter2006 - ?

8/8/2019 Developing Social Media Plan

73/74

Stay ahead of the curve

LISTEN

for new places where yourtargets are congregating

to murmurs of new technology

and continue to play

8/8/2019 Developing Social Media Plan

74/74

Tirza Hollenhorsttirzalyn@ifpeople.net 678 608 3408www.ifpeople.net

Barrett Michaelbmichael@ifpeople.net 281 844 1184www.ifpeople.net