sample social media tactical plan

SAMPLE SociAL MEdiAtactical plan

© 2012 Marketo, Inc | US +1.877.260.6586 | UK +353.1.242.3000 | www.marketo.com | www.twitter.com/marketo | blog.marketo.com 2© 2012 Marketo, Inc | US +1.877.260.6586 | UK +353.1.242.3000 | www.marketo.com | www.twitter.com/marketo | blog.marketo.com 2

This plan includes the tactical objectives to be used to accomplish the following social media goals:

1. Increase inbound leads at a low cost2. Expand reach of thought leadership content3. Engage and excite influencers4. Better understand, identify, and engage potential buyers5. Improve customer service and satisfaction6. Enhance outbound campaign program effectiveness

Blog

Social Networks

Microblogging

Social PR

Widgets

Booking Marking / Tagging

Social Apps & Voting

Blog Commenting / Q&A Sites

Online Video

Photo Sharing

Podcasting

Presentation Sharing

Additional Notes & Objectives

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social media tactical plan

http://www.marketo.com

http://www.twitter.com/marketo

http://blog.marketo.com

© 2012 Marketo, Inc | US +1.877.260.6586 | UK +353.1.242.3000 | www.marketo.com | www.twitter.com/marketo | blog.marketo.com 3

Short term objectives:

• Increaserecognition

− Insert actions to be taken here

− Example: X number of posts

− Blog publication schedule

− Add RSS button

− Include social share buttons

• Increaseengagement

− Insert actions to be taken here

− Encourage comments, forum pages, etc.

− Add social share buttons

Key Metrics:

• Numberofposts

• Numberofsocialshares

• Audiencegrowth-uniqueandreturns

• Conversationrate

• Conversions

• Subscribers

• Inboundlinks

• Technorati,Alltop,andotherdirectorylistings

• SEOImprovements

Blog - X hours daily/weekly/monthly






• FacebookFanPage

− Insert strategic objective

− Share a mix of relevant links, engaging content, videos, and polls

− Make sure you promote upcoming events and create them in the events tab

− X posts per day

− Engage with influencers

• LinkedIn

− Insert strategic objective

− Create a group

− Add something about posting content to the LinkedIn company page

− Identify other groups to follow and participate

− Encourage employee participation

− Monitor and participate in Q&A

− X posts daily

• Google+

− Optimize for SEO

− X posts per day

− Share engaging content, videos, images, and relevant links

− Comment on posts

− Utilize Google Hangouts

− Create and promote upcoming events

• Pinterest

− Create boards leveraging both content and company culture

− Follow other businesses, thought leaders, customers, and partners

social Networks - X hours daily/weekly/monthly

Key Metrics:

• FacebookLikesandposts

• LinkedinFollowers

• Referringtraffic

• LinkedinGroupmembers

• LinkedinDiscussions

• Google+Circleadds/followers

• Google+mentions

• Pinterestpinsandfollows

• KredandKloutscores






• PromotecontentthroughTwitter

• Segmentinfluencersandcreatelists

• UtilizepromotedTweets

• CommunicatesupportissuesfromSocialMediatosupportteam,ensurefollow-up

• Listentorelevantconversations

• Buildreputation


• Updatebloggersonaregularbasisaboutallnewthoughtleadershipandnewproducts

• Interactwith(plusinterview,video,etc)atallrelevantmarketingconferencesandlocalevents

Key Metrics:

• Followers

• Mentions

• Retweets

• RetweetReach

• RepliesReach

• Numberoflists

• SocialCapital--influenceofTwitterfollowers

• Numberofpotentialprospectssenttosales

• Posts

Key Metrics:

• Postsbysocialpress

• Referralsfromsocialpress

microBloggiNg (twitter) - X hours daily/weekly/monthly

social pr (bloggers) - X hours daily/weekly/monthly


• Updatebloggersonaregularbasisaboutallnewthoughtleadershipandnewproducts

• Interactwith(plusinterview,video,etc)atallrelevantmarketingconferencesandlocalevents

Key Metrics:

• usageofwidgets(bycount)

• Posts/mentionsaboutsocialwidgetsoffsite

• Referralsfromoffsitewidgets(ifany)

widgets - X hours daily/weekly/monthly





Short term objectives:Post key thought leadership to:

• Reddit

• Digg

• Stumbleupon

Participate in communities:

• Reviewblogsourcestoidentifyadditionalbookmarkingsitesthatmaydrivetraffic


• Addasocialelementtoeverycampaigntoexpandreachandincreaseengagement

• Sharevideos,reviews,ratings,andpolls

• Usepromotionsandconteststospreadyourmessagelikerefer-a-friendandflashdeals.

Key Metrics:

• Referralsfrombookmarking/taggingsites

• Pagesrankingonkeytermsfrombookmarking/taggingsites

• Viewsandsubmissions

Key Metrics:

• Socialprofiledatacapture

• Socialreach

• Impressions

• Socialactivityandconversions

• Influencersandfans

• CampaignperformanceandROI

• Trendsovertime

BookmarkiNg/taggiNg - X hours daily/weekly/monthly

peer to peer social shariNg apps - X hours daily/weekly/monthly


• Participateonrelevantmessageboards,blogs,andQ&Aplatforms

• Provideinsightandthoughtleadershipwithinyourcomments

• Onlyincludealink-backwhenrelevant

• Workpositivecommentsintoyourpostsandthenfollow-upwithamoredetailedplanation

• Focusonbuildingrelationships

Key Metrics:

• Increasedbrandawarenessoninfluentialblogs

• Link-backsandreferringtraffic

• Influencermentions

Blog commeNtiNg/Q&a sites - X hours daily/weekly/monthly






• Updatevideosonsocialvideositesandlinktocoresite

− YouTube

− Facebook

• CreatevideoseriesforYouTube


• Encourageemployeestoshareanyinterestingandmarketingrelevantphotosfromsocialmarketingorsalesevents

• Takepicturesofanyrelevantmarketingevents

• Utilizephotosharingsitestoshareimageswithlinksbacktoblogandcoresite

− Flickr

− Facebook Photo Gallery

− Our Blog

− Google Plus Photo Albums

Key Metrics:

• Referralsfromsocialvideosites

• Viewsofvideosonsocialsites

• PagesrankingonkeytermsfromYouTube

Key Metrics:

• Referralsfromphotosharingsites

• Viewsofphotosonsocialsites

• Pagesrankingonkeytermsfromphotosharingsites

oNliNe video - X hours daily/weekly/monthly

photo shariNg - X hours daily/weekly/monthly


• Createlistofpodcastdirectories

• Repurposewebinarcontentwhenapplicableforresourcesection,promotethroughpodcastdirectoriesandiTunes

• Recordrelevantphoneconferencesforuseaspodcasts,promotethroughpodcastdirectories

Key Metrics:

• Referralsfrompodcastdirectories

• Viewsofpodcastsifhostedonpodcastsites

podcastiNg - X hours daily/weekly/monthly






• CreateXSlidesharepresentationsperquarter

• Postwebinars,slidedecks,infographics

• OptimizeforSEO

• Generateviewsandleads

• MatchBuyerPersonastoSocialMediasites,adjuststrategyabovetobetterfitpersonas

• Trainsalesaboutbetteruseofsocialmedia

• Createcompanysocialmediapolicy

• DiscusssocialmediapolicywithSEOandSEMvendors

• Encourageemployeestobeactiveparticipantsinsocialmedia--don’tbeafraidtoincentivize!

Key Metrics:

• Followers

• Presentations

• Presentationviews

• Numberofleadsgenerated

• Totalviews

• Downloads

• Favorites

• Tweets

• Facebooklikes

preseNtatioN shariNg - X hours daily/weekly/monthly

additioNal Notes & oBjectives




Sample Social Media Tactical Plan

Marketo is the fastest growing provider in Revenue Performance Management. Marketo’s powerful yet easy-to-use marketing automation and sales effectiveness solutions transform how marketing and sales teams of all sizes work — and work together — to drive dramatically increased revenue performance and fuel business growth. The company’s proven technology, comprehensive services and expert guidance are helping enterprise and mid-market companies around the world to turn marketing from a cost center to a business-building revenue driver. Marketo also offers Spark by Marketo™, a new brand of marketing automation tailored specifically for small businesses – the fastest-growing and largest segment of today’s economy.

about Marketo

U.S.A. Headquarters901 Mariners Island Blvd, Suite 200San Mateo, CA 94402Tel: + 650.376.2300Fax: + 650.376.2331www.marketo.comblog.marketo.comwww.twitter.com/marketo

EMEA Ltd.Cairn HouseSouth County Business Park LeopardstownDublin 18, IrelandTel: + 353.1.242.3000




sample social media tactical plan

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