This document summarizes a presentation on mapping out a social media plan for businesses. It discusses researching competitors and customers, planning goals and content strategy, implementing the plan across platforms like Facebook and Google, and measuring results. The presentation emphasizes starting small with 15 minutes per day, having social media policies, including social links on all marketing, and getting employee buy-in. The overall message is that social media requires research, planning, implementation and measurement to see results like increased website traffic and email subscribers.

1. “Mapping out a Social Media
Plan for your Business”
Sponsored by:
Markham, Norton, Mosteller, Wright & Company, P.A.
Speakers:
Dana Haesemeyer, Social Media Manager of Rasmussen College
Christa Pusateri, President of Hook Marketing & Design (Representing Luxury Home Solutions)
Samantha Scott, APR, Owner of Pushing the Envelope, Inc.

2. Your Panel
Christa Pusateri
President,
Hook Marketing & Design
Presenting on Behalf of client, Luxury
Home Solutions, one of the fastest
growing, full-service luxury home
building and remodeling companies
with locations in both Lee and
Charlotte Counties.
As marketing consultant, she is
leading all
marketing, communications and
social efforts. With aggressive goals
social is a key pillar of the marketing
strategy that will help catapult the
brand from Southwest Florida's best
kept secret to one of the most
trusted and recognized brands in the
building industry.
@LuxuryHomeSolut
Facebook.com/LuxuryHomeSolutions
Dana Haesemeyer
Social Marketing Manager,
Rasmussen College
Dana has worked in the fields of
social media, interactive
marketing, journalism and public
relations for more than five years.
Dana has a Bachelor’s degree in
Journalism from the University of
Central Florida. She also has her
Social Media Master certification
from Market Motive. Follow her
on Twitter @DDWordNerd.
Samantha Scott, APR
Owner,
Pushing the Envelope, Inc.
With nearly 10 years of
experience in communications,
Samantha is Accredited in Public
Relations (APR) and the Grand
Poobah, a.k.a Owner, of Pushing
the Envelope, a marketing
communications firm with clients
in and out of state.
Samantha is a member of the
FGCU Marketing Department
Advisory Board, the President-
Elect of the Florida Public
Relations Association SWFL
Chapter, and more.
@GetPushing |
Facebook.com/GetPushing

5. Research
• Competition Audit
• Customer Survey
• Current Online Reputation
• Claim Online Real Estate
Planning
• Define and Measure Current KPI
• Set SMART Goals
• Develop Budget,
Responsibilities, Content Schedule,
• Determine Brand Voice
• Create Branding Assets -
• Building graphics and channel
art, Social Media Guidebook,
Social Media Policy
• Review Sharing and Credit
• Plagiarism/Copyright, Rules &
Restrictions
RPIM Method

6. Implementation
• Execute Content Schedule-
channels, time, scheduling
• Platform Tools: Facebook
Offers, Google Offers (beta), Coupons
• Use the Tools - Sprout, Hootsuite, etc.
• Test Social Media Timing
• Create Alerts
Measurement
• A/B Testing
• KPIs for social channels
• Results - website traffic, email
database, Facebook insights,
YouTube, Retweets, etc.
• Phone tracking - custom
numbers
• Shortened URLs
• Perception vs. Reality
RPIM Method

7. Best Practices
 Its not a popularity contest! Not an "If you build it, they will come"
 Social can't work in a vacuum - website, email signature, signage,
"real world" advertising
 Understand Division of Social - Personal vs. Professional- Privacy
 Build Value- 70/30 or 4 to 1
 Start with 15 min per day
 Have a policy and guidebook
 Include Social Icons/Links on all Marketing Materials (Email
Signature, Brochures, Advertising)
 Get employees involved and buy in

8. Key Takeaways
Research, Set Goals
& Plan for Success
Have a Policy &
Guidebook
Do It and Measure
Your Results

9.  Continuing Education
› Hubspot
› Mashable
› Social Media Examiner
› Allfacebook.com
 Monitoring
› Social Mention
› Google Alerts
 Facebook Apps
› ShortStack
› Wildfire
› Woobox
› North Social
 Social Media Timing
› http://blog.kissmetrics.com/
› http://www.ragan.com
› http://www.pentonmarketingservices.com
Resources