The document outlines Jennifer Pricci's social media marketing plan for EdisonLearning. The plan's goals are to increase brand awareness, drive traffic to EdisonLearning.com, and generate leads. The plan details strategies for utilizing various social media platforms like blogs, Facebook, Twitter, LinkedIn, and YouTube to engage audiences and promote EdisonLearning's content and expertise. Progress and results will be measured using analytics tools to track metrics like traffic, followers, and lead conversions.

1. Jennifer Pricci
Social Media Marketing Plan
October 15, 2009
Social Media Marketing Plan
Social Networking Sites, right now, are some of the best places to drive growth, if you
know how. The advertising is completely free, and it is often many times more effective
than some of the paid advertising methods.
Goals & Objectives
 Influence brand reputation
 Increase brand awareness
 Build buzz
 Drive thought leadership
 Improve SER
 Increase number of inbound inks to EdisonLearning.com
 Increase qualified inbound web traffic
 Generate leads for further marketing efforts
 Generate leads for development to help drive growth
 Increase client retention by providing online destinations where partners can
interact with EdisonLearning in close-to-real-time
Overview
EdisonLearning’s recent investment in HubSpot Inbound Marketing software will, among
other things, allow us to automate our social media marketing efforts. After an initial
investment of time setting up accounts, HubSpot will allow us to participate in social
conversations based on:
 Industry (Keywords)
The HubSpot tool assesses the EdisonLearning.com website as well as the
websites of 10 competitors specified to present the keywords not only most
relevant to our brand and industry, but those that will give us the greatest
competitive edge.
 Brand
All mentions of “EdisonLearning” or other terms specific to our brand, e.g.
“Achievement Services” will automatically appear in the social media tool
allowing us to engage in
Each social media outlet presents its own basic and advanced strategies.
Social Media Tools to Consider
1. Blogs
http://studentachievement.edisonlearning.com/
Education blog directory:
http://blogs.botw.org/Reference/Education/

2. 2. Social networks
http://www.facebook.com/
http://www.linkedin.com/
http://www.myspace.com/
3. Microblogging
http://twitter.com/
4. Online video
http://www.youtube.com/
5. Brand monitoring
Google Alerts
http://www.google.com/alerts
6. Discussion boards and forums
Directory:
http://forums.educationworld.com/
7. Events and meetups
EdisonLearning Webinars
8. Photosharing
http://www.flickr.com/
9. Podcasting
http://www.bigcontact.com/
10. Presentation / White Paper sharing
http://www.slideshare.net/
http://mashable.com/2007/08/12/online-presentations/
http://slidesix.com/
http://posterous.com/
11. Public Relations – social media releases
http://www.pitchengine.com/
A user name check of social networks is becoming essential for trademark protection.
The trademark industry's best practices identify nine stages in the trademark lifecycle. In recent
years, the screening of domain names have been incorporated into the lifecycle. Screening
searches of usernames need to be incorporated into these best practices as well.
There are several sites for checking user names. But only one is designed exclusively for
trademark lawyers and brand owners.
A new user name checker for trademark owners includes the following tools:
1. Real-time of the top 500 social networks according to internet popularity
2. Search history for screening activities
3. Client reference to manage your clients separately
4. Short URL for sharing research with colleagues and clients
5. In-use reports for investigation and opinion support
6. Defensive reservation of usernames of exact trademarks
7. Watching subscriptions for emerging networks
8. Hosted email to handle communications with social networks

3. Implementation
Campaign Foundation
Monitor and analyze social media as it relates to brand and industry via HubSpot’s
Social Media tool. Assess current conversations with EdisonLearning’s area of expertise
to determine where EdisonLearning can merge into the conversation. Choose social
media platforms.
Technologies and Platforms
Social media marketing campaign to begin using the below Technologies and Platforms.
Use of these most popular tools should allow us to assess sooner reach and ROI.
1. Blogs
http://studentachievement.edisonlearning.com/
Education blog directory:
http://blogs.botw.org/Reference/Education/
2. Social networks
http://www.facebook.com/
http://www.linkedin.com/
http://www.myspace.com/
3. Microblogging
http://twitter.com/
4. Online video
http://www.youtube.com/
5. Brand monitoring
Google Alerts
http://www.google.com/alerts
Content Development
See content generation document and calendar for a comprehensive outline on content
generation processes.
Integration with Traditional Online Marketing
The ongoing effort to make EdisonLearning.com a more dynamic online destination for
educational leaders will inform the social media campaign. Effective use of content
generation used for traditional online marketing will reach further through social media
efforts.
Management & Support
Social Media campaign management and support of network accounts and profiles
across various networks will be led by Jennifer Pricci as an extension of
EdisonLearning.com management.
Blogger outreach will continue under Michael Serpe.

4. Communications will continue content generation and publishing of “News” and “Press
Releases” on EdisonLearning.com. Jennifer Pricci to “share” such content via the NEW
EdisonLearning “share” feature being developed for the website.
“Social Media Street Team”
Select invididuals will be given login credentials to our Facebook and Twitter accounts.
While surfing the web during regular daily activities Street Team members will “share”
articles of interest that will help achieve overall goals and objectives of the campaign.
Execution
This Marketing Plan will detail a Facebook Marketing Strategy. These same strategies
can be applied to other social media sites as well.
A brief presentation of strategy for additional social media sites will also be included.
Facebook
Facebook Step I REGISTER YOUR ACCOUNT
1. Top right of facebook.com, click 'Register'.
2. Complete registration
Valid email address needed
3. Invite EdisonLearning colleagues
Facebook Step II JOIN GROUPS
Search for six Facebook groups a week related to EdisonLearningn and join.
NOTE: Don’t join too many a day, or do to much of anything in the same day, on
Facebook. You will get flagged
Facebook Step III POST
Post a short advertisement on the Wall of each group joined.
Guidelines:
 Don’t market business opportunity at first
 Provide useful information
 Don’t be too salesy
 Keep it short.
REMINDER: Do not market biz opps! Add a link to a landing page with webform
at the end instead!

5. Facebook Step IV ADD FRIENDS
Pick one of the groups each day and add between 10-30 new friends a day.
Write out a short message ahead of time that says a) found them on that group,
and b) trying to connect with people in the industry.
WARNING: don’t go to fast, take short breaks, and never do more than 30 a day.
If get a warning from Facebook, quit for the day, and scale down promotion the
next time. A few too many warnings and Facebook will disable account.
Facebook Step V START A GROUP
Create a Facebook Group about a useful topic of interest to those within
education / EdisonLearning network.
Facebook Pages vs. Groups
 A Facebook Page is kind of like a blog. It gets updated by you, just like a
website would. Use it for: a broad product category, a state of being, a
declaration
 A Facebook Group is kind of like a forum. It gets moderated by you, and
its focus is the conversations that are posted to it. Use it for: a cause, a
local community, a discussion
Facebook Step VI INVITE TO YOUR GROUP
After 200+ friends who are all in education, send them an invitation to join group.
Repeat this every 200 friends.
Facebook Step VII NEWSLETTER AND TIPS
Once or twice a week send the entire group an email containing content of value.
(Recycle content from EdisonLearning blog.)
Facebook Step VIII INTRODUCE
1. Go to the Friends tab, then to Recently Added, each day.
2. Create a list with the date (left hand side).
3. Select the new friends one-by-one (by clicking on the right) and add them
to the day’s list.
4. Go to the Inbox tab, then to Compose. Use the list as the address; it will
insert all the newly added friends.
5. Send them a message introducing yourself. Again, not salesy
6. In your message to them, invite them to join your Facebook group.
Facebook Step IX PROSPECT

6. At this point we should have developed a whole new warm market of the good
prospects. Just one of these prospects will be worth a hundred more “friends.”
Two things can happen:
1. People will begin asking about EdisonLearning. Many “friends” may have
never had the guidance or understanding of EdisonLearning’s
achievement services portfolio.
2. Introduce EdisonLearning. You are not a salesman now, you have
become a trusted advisor. Let them know that you could spend more time
exploring their needs directly.
Facebook Step X “What’s on your mind”
Update your “What’s on your mind” status frequently with content of interest to
promote yourself as an expert and to draw traffic to websites and other social
media sites.
EdisonLearning Blog
http://studentachievement.edisonlearning.com/
1. Reserve a domain name for blog
(Use HubSpot subdomain tool)
2. Build an audience for it… it all starts with great content.
See content generation document for content ideas
Use HubSpot keyword grader tool to create blog articles around keyword
topics for which we have the greatest opportunity to maximize our online
visibility, or SER
Make it easier for your readers to promote your content
Incorporate share tool
3. Convert
Incorporate webform to collect reader lead data
Build email list for email marketing campaigns based on areas of interest
Participate on other blogs
1. Identify 2-3 blogs in your industry. Regularly read the content and
participating in the discussions. Sign name and include EdisonLearning
blog signature.
2. Once you’ve spent some time on other blogs and have participated in
discussions, you’ll find that you’ve built a level of credibility and trust,
based on your participation. Reach out to blog owners and ask whether
they’d allow you to guest.
3. Alternatively, ask if they would consider guest posting on your blog. Since
you’re looking to attract more readers (and more potential customers).

7. Twitter
1. Spend 15-30 minutes on Twitter’s homepage, doing basic searches to
become familiar with the type of content available on the service
2. Search for the names of your competitors to see whether they’re on
Twitter and if they are, how they’re using it
3. Connect with EdisonLearning colleagues
4. Look up your key clients and connect with them.
5. Search for EdisonLearning – people may already be talking
Use HupSpot’s pre-defined searches (to monitor certain keywords, including your
business name) and group people you follow so that you can minimize the noise
and focus on the real content.
LinkedIn
A business oriented social network for professionals, and it’s huge, with nearly 50
million users from over 200 countries.
1. Create account
2. Look around on LinkedIn to see how your competitors are using the
service (just as with Facebook and Twitter).
3. Connect with EdisonLearning colleagues
4. Look up your key clients and connect with them.
5. Encourage “recommendations” from clients
Recommendations are useful because they’ll make you more credible with
new customers.
6. Find groups that have a connection to EdisonLearning brand / education
and become involved in the conversations.
7. Answer questions, and establish yourself as knowledgeable about specific
topics related to your business.
Answering questions is an excellent way to position EdisonLearning as
thought leader AS WELL AS generate content target audience cares
about… recycle “Answers” on blogs, Facebook, Twitter, in White Papers,
etc.
8. Start a group
YouTube (Multimedia)
1. Create YouTube Channel
2. Search YouTube for industry-related channels and favorite them
3. Search YouTube for client/partner (i.e. 100BMOA) channels and favorite
them
4. Search YouTube for competitors, bookmark and monitor
5. Monitor favorite channels for valuable content and favorite these videos

8. 6. Eventually EdisonLearning.com will become a repository for industry-related
videos; this presents the opportunity for increased exposure of
original video content
Advanced strategy:
Create content that has the potential to become viral. While you really can’t set
out to make a viral video (an incredible amount of luck is typically involved), there
are a number of things you can typically do to build awareness about your video,
once you’ve created good content, you’ll want to distribute it using as many
social networks as you can.
Note: When you consider how you can leverage social networks, think about
whether each network provides an audience or a technology solution (or both).
For example, YouTube provides both a huge audience and a solution for
uploading video files. Flickr can also provide both an audience and a technology
solution, but not for every business. While your customers might not be on Flickr,
you can still use Flickr as a place to store and tag your photos, and then
distribute those photos to other social networks where you prefer to invest more
time and effort.
Measurement
Although ROI ≠ metrics, traditional web metrics like traffic counts, number of
comments, Twitter followers, Facebook fans, etc. are an important component
when calculating ROI.
Do not rely solely on numbers, but on what the numbers end up leading to. For
instance, traffic to landing pages, lead conversion on landing pages, blog
subscribers, etc.
HubSpot Analytics
HubSpot's reach tracking tool allows you to analyze your reach via your blog,
leads, Facebook account and Twitter account. By quantifying and tracking reach
over time, you'll be able to measure the impact and progress of your social media
marketing efforts.
Google Analytics
Track incoming links and the activities of the users they send.
Viral Heat
Viral Heat is an affordable social media monitoring service that includes every
corner of social media from Facebook, Twitter, to YouTube. Unlimited Mentions.
Plans start at $9.99
http://www.viralheat.com/#1