This is a community management plan I wrote as a favor - this was done with no access to internal metrics or senior mgmt goals but I still like it. Please feel free to use this plan however you would like. If you improve upon it, I'd love a copy - tweet me at @serena

1. Community Management Plan
Created for XXXXXX, CRM Company
Company Objective:
Make XXXXX the #1 selling SCRM in the market
Make sure XXXXX is within the 7 points of contact a customer needs to make
a sale
Community Manager Objectives:
Increase total inbound web traffic generated by social platforms and
influencers
Identify and build relationships with influencers to drive word-of-mouth
(conversations and traffic)
Increase overall web and social platform conversation
Move potential customers through the sales funnel
Increase loyalty and advocacy within key segements
Drive newsletter subscriptions
Increase blog readership, reach and traffic
First Steps
Establish discussion baseline, sentiment, key conversation drivers, goals and
metrics
Tactics
Identify company goals
Identify ideal customer profile
Build current community member profile
o Demographic
o Job
o Influence on purchase decision
o Influence on purchasers within key demographics
Do deep dive analysis on inbound traffic and marketing sales drivers
o What works, what is not working, where is most traffic coming from,
where does most traffic end up
Identify top compliments and complaints
o Create social media messaging surrounding complaints
 Most complaints are from user error
Create brand voice for social channels
Identify the top platforms, chats and places of engagement for community
o B2B: LI, Twitter, FB, Quora, Reddit, Mashable
Introduce XXXXX across core communities
Build the XXXXX community across all social platforms through engagement,
curated content sharing, original content creation
Utilize an editorial calendar to ensure communications across all channels
match, and to match sales/marketing timeline

2. Increase awareness through participating in industry chats
o Become guest speaker
o Create weekly storifys of relevant news, tagging influencers and
sharing only top level news
Identify and build relationships with influencers to drive word-of-mouth
conversations and traffic
o Rationale: Proven increase in engagement during influencer
engagement periods
o Identify and participate in online and offline opportunities to
introduce XXXXX to key influencers
o Set up interviews between key influencers and XXXXX management
o Lead influencer demonstrations and customer service needs
Implement link tracking to maximize content influence
o Industry News
o About Us
o Product News
o Company News
o Best Practices
o Drive Newsletter Subscriptions
o Drive Blog Readership
Success Metrics Based on Above Tactical Plan
Utilize existing growth patterns to identify future growth. Look at
Twittercounter, FB/LI
Utilize Google Analytics to identify marketing tactics that are increasing
inbound traffic
Work with sales team to determine which tactics are driving off-line leads
Measure monthly and adjust metrics and plan as needed to meet company
goals