Social media tactical plan
Social media tactical plan
This plan includes the tactical objectives to be used to accomplish the following social media goals:
1. 2. 3. 4. 5. 6.
Increase inbound leads at a low cost Expand reach of thought leadership content Engage and excite influencers Better understand, identify, and engage potential buyers Improve customer service and satisfaction Enhance outbound campaign program effectiveness
Blog - X hours daily/weekly/monthly
Short term objectives:
Increase recognition
Key Metrics:
Number of posts
Insert actions to be taken here Example: X number of posts Blog publication schedule Add RSS button Include social share buttons
Number of social shares Audience growth- unique and returns Conversation rate Conversions Subscribers Inbound links
Increase engagement
Insert actions to be taken here
SEO Improvements
Encourage comments, forum pages, etc. Add social share buttons
Social Networks - X hours
daily/weekly/monthly
Short term objectives:
Facebook Fan Page
content, videos, and polls
Insert strategic objective Share a mix of relevant links, engaging
Make sure you promote upcoming events and
create them in the events tab
Key Metrics:
follow and
X posts per day Engage with influencers
Facebook Likes and posts Linkedin Followers Referring traffic Linkedin members
Google+ adds/followers
LinkedIn
Insert strategic objective Create a group Add something about posting content to the LinkedIn company page Identify other participate groups to
Group
Linkedin Discussions
Circle
Google+ mentions Pinterest follows pins and
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
Microblogging (Twitter) - X hours daily/weekly/monthly
Short term objectives:
Promote
content through Twitter
Key Metrics:
Followers Mentions Retweets Retweet Reach Replies Reach Number of lists Social Capital--influence of Twitter followers Number of potential prospects sent to sales Posts
Segment influencers and create lists Utilize promoted Tweets
Communicate support issues from Social Media to support team, ensure follow-up
Listen to relevant conversations Build reputation
Social pr (bloggers) - X hours daily/weekly/monthly
Key Metrics: Short term objectives:
Update bloggers on a regular basis about all new thought leadership and new products
Posts by social press
Referrals from social press
Interact with (plus interview, video, etc) at all relevant marketing conferences and local events
widgets - X hours daily/weekly/monthly
Short term objectives:
Update bloggers on a regular basis about all new thought leadership and new products
Key Metrics:
usage of widgets (by count)
Posts/mentions about social widgets offsite
Interact with (plus interview, video, etc) at all relevant marketing conferences and local events
Referrals from offsite widgets (if any)
peer to Peer Social sharing apps - X hours
daily/weekly/monthly
Key Metrics: Short term objectives:
Add a social element to every campaign to expand reach and increase engagement
Social profile data capture Social reach Impressions Social activity conversions Influencers and fans
Campaign ROI performance and
Share videos, reviews, ratings, and polls
Use promotions and contests to spread your message like refer-a-friend and flash deals.
and
Trends over time
Blog commenting/Q&A Sites - X hours
daily/weekly/monthly
Key Metrics: Short term objectives:
Participate on relevant message boards, blogs, and Q&A platforms Provide insight and thought leadership within your comments Only include relevant a link-back when
Increased brand awareness on influential blogs Link-backs and referring traffic Influencer mentions
Work positive comments into your posts and then follow-up with a more detailed planation
Focus on building relationships
online video - X hours daily/weekly/monthly
Key Metrics:
Referrals from social video sites Views of videos social sites on
Short term objectives:
Update videos on social video sites and link to core site
Pages ranking on key terms from YouTube
YouTube Facebook
Create video series for YouTube
Photo sharing - X hours
daily/weekly/monthly
Key Metrics: Short term objectives:
Encourage employees to share any interesting and marketing relevant photos from social marketing or sales events
Take pictures of any relevant marketing events Utilize photo sharing sites to share images with links back to blog and core site
Referrals from photo sharing sites Views of photos on social sites Pages ranking on key terms from photo sharing sites
Flickr Facebook Photo Gallery Our Blog Google Plus Photo Albums
Podcasting - X hours
daily/weekly/monthly
Short term objectives:
Create list of podcast directories Repurpose webinar content when applicable for resource section, promote through podcast directories and iTunes Re cor d rele van t ph one con fer enc es for use as po dca sts, pro mo te thr ou gh po dca st dir ect ori es
Key Metrics:
Referrals from podcast directories Views of podcasts if hosted on podcast sites
Presentation sharing - X hours daily/weekly/monthly
Short term objectives:
Create X Slideshare presentations per quarter Post webinars, slide decks, infographics Optimize for SEO Generate views and leads
Key Metrics:
Followers Presentations Presentation views Number of leads generated Total views Downloads Favorites Tweets Facebook likes
Additional notes & objectives
Match Buyer Personas to Social Media sites, adjust strategy above to better fit personas Train sales about better use of social media Create company social media policy Discuss social media policy with SEO and SEM vendors
Encourage employees to be active participants in social media--dont be afraid to incentivize!
