Making a social media content plan starting with the basics of integrated marketing communications, digital marketing and moves into developing a strategic content plan. Presented at Social Media Camp's October 19, 2013 Bootcamp
6. Social Media Marketing:
Convince the Boss Process Flow
Discuss current marketing
trends that impact operations
Social Search
Social CRM
Stop talking
about Twitter
& hashtags
Tools follow
strategy
www.tartangroup.ca
10. Social Media Stark Realities
You need to learn to use the tools. Everyone starts at zero. Awareness
first. Build your community before you need it. Talk –
don’t sell. Software is free, time is not. Content strategy
matters. Know your audience. Commit, Learn, grow. DIFFERENT
OUTLETS HAVE DIFFERENT STYLES. Pinterest isn’t just mid-west Mormon Moms
anymore. It’ll change next year. Facebook owns your Facebook page. ROI
is in engagement. Integrate the story/feel and promotions across
platforms. Google
+ does so matter.
Social Search is real.
It’s going mobile….
12. ACTION: Social Media User Scale
Owner
operator
Small
operation
Medium
operation
Large,
corporate
•New to social
media
•Unsure
•PT of FT marketer
•Owner not as
involved
•FT marketer and
possibly one
person dedicated
to social media
•Social media
teams
•FT marketer
•PR in-house or
agency
Owner
There are
tools?
Marketer
Dashboard
management
Marketer/
Community
Manager
Monitor/measure/
engage
Marketing
team
Monitor/measure/
engage/report/
refine
13. Who are you?
What’s the goal?
ACTION: Write it down
Industry, product, people
Brand vs on-going promotions.
What is influence for you?
What is the role of each marketing outlet?
What is not a fit for you now? Why?
16. ACTION: Elements of an Audit
1. What do you have? Competitors?
2. Website visibility & ranking vs. social media
3. Google keyword planner
4. Available resources: now or later? Budget allocation or reallocation?
5. What are you measuring?
6. What/who are the stumbling blocks?
7. What could possibly go wrong?
17. ACTION:
Policies & Procedures
What could possibly go wrong?
Policies: internal and external
How will you interact?
Content procedures
Campaign and contesting
Community Management
Escalation matrix
19. Do I dare
Reddit?
Storify?
Tweetchat?
Theme?
What do
my users
like?
Google +
Facebook
Twitter
Pinterest
Linked In
Instagram
Youtube
Vines
Apps?
3rd party
sites?
Options?
Blog
Videos (w. text)
Images & infographics
User generated content
Technical papers
Promotions/contests
What about?
Email, Newsletters
Webinars, hangouts
Sponsorship/partners
PR
Where?
What platforms for what
content?
20. Interesting or useful.
People don’t read…much
Your content doesn’t always have to be yours!
If it fits your theme, your voice and your purpose, share it.