Struggling to budget social media into your company? Learn a few tricks of the trade on how to implement a social media marketing plan with unlimited resources by Elly Deutch.

1. How$To$Implement$a$$
Social$Media$Marke5ng$Plan$$
With$Limited$Resources$
Elly$Deutch$
April&23,&2013&
#SMSSummit&

2. AGENDA$
2 Who$is$Elly$Deutch?$
2 Leveraging$your$marke5ng$material$for$social$media$
2 Developing$a$social$media$strategy$and$policy$
2 Iden5fying$the$right$social$marke5ng$and$analy5cal$
tools$
$
2 Collabora5ng$with$partner$organiza5ons$
2 Socializing$your$website$

5. Leveraging$your$marke5ng$material$$

6. SQUARE$1$
2 Create&audit&of&all&exis;ng&
marke;ng&resources&
2 Get&to&know&the&background&and&
intelligence&of&your&staff&and&
company&
2 Gather&or&develop&marke;ng&goals&
and&objec;ves&to&align&with&social&
media&plan&
2 Understand&your&budget&and&
prepare&

7. Create$audit$of$all$exis5ng$marke5ng$resources$
2 Company&background&&&team&bios&
2 Mission&statement,&objec;ve,&&&company&purpose&
2 Press&releases,&media&kit&&&communica;ons&materials&
2 Past&&&current&partners/sponsors&
2 Website&materials&&&managers&contact&informa;on&
2 Email&marke;ng&materials&&&database&
2 Image&Database&

8. Get$to$know$the$background$and$intelligence$of$your$
staff$and$company$
2
Try&a&team&building&exercise&to&get&to&know&all&the&members&in&
your&organiza;on&
2
Understand&the&value&that&they&bring&to&the&company,&and&the&
resources&you&already&may&have&in&house&
2
Encourage&the&advancement&of&learning&and&educa;on&
2
Touch&base&every&week&or&every&other&week&with&fun&&
&“non2work”&related∾vity&
&

9. Gather$or$develop$marke5ng$goals$and$objec5ves$to$
align$with$social$media$plan$
&
2
What&is&the&purpose&of&having&a&marke;ng&strategy?&
2
What&are&the&marke;ng&goals&and&objec;ves&for&your&
company?&
&
2
&
2
Why&do&you&want&to&enhance&your&social&media&presence?&
What&synergies&do&you&see&between&your&tradi;onal&
marke;ng&and&your&social&media&marke;ng?&
2
How&can&you&align&your&goals&and&objec;ves&within&the&social&
space&to&integrate&your&marke;ng&plan?&
2
How&can&you&help&set&reasonable,&realis;c&guidelines&and&
expecta;ons&for&your&company?&

10. UNDERSTAND$YOUR$BUDGET$
2 Breakdown&your&budget&
2 Eliminate&unnecessary&spends&
&
2 Es;mate&your&daily/weekly&alloWed&;me&
2 Develop&a&tracker&for&your&;me&
&
2 Op;mize&your&;me&wisely&
2 Revisit&;me&tracker&and&budget&monthly&

11. Developing$a$social$media$strategy$

12. IT’S$AS$EASY$AND$AS$CHEAP$AS$1,$2,$3$(well$sort$of)$
2 Understand&your&opportunity&
2 Iden;fy&conversa;ons&already&
happening&around&your&brand&
and&integrate&with&your&current&
marke;ng&strategy&
2 Engage&in&conversa;on&and&
establish&your&social&stature&to&
become&an&influencer&in&the&
social&space&

13. 3$STEPS$TO$START$CREATING$CONTENT$
VOICE$
LANGUAGE$
PURPOSE$
What$is$your$social$voice?$
&Classy &
&Excited &
&Sassy
&
&Relatable&
&Fun2loving&
&Easy2going&
What$type$of$language$do$you$want$to$use$to$build$$
your$voice$persona?$
&Authen;c&
&
&Understanding
&Demanding&
&Ac;on2oriented &Family2friendly
&Realis;c&
What$is$the$purpose$of$your$voice$and$messages$you$are$$
sending$to$your$customers?$
&Reward &
&Entertain&
&Provide&sustenance&
&Connect &
&Amuse &
&Environment&&

14. Now$that$you’ve$built$your$voice,$
$what$percentage$of$your$messaging$is$about….$
Products&
Lifestyle/
Culture&
Brand&

15. STEPS$FOR$BUILDING$YOUR$SOCIAL$STRATEGY$
LISTEN$
MEASURE$
GOALS/
OBJECTIVES$
ENGAGE$
DEVELOP$
STRATEGY$
BUILD$
CONTENT$

16. LISTEN$$
Your$customers$are$your$company,$so$it’s$impera5ve$$
&
to$listen$and$learn$from$their$feedback$
&
2 Look&at&what&people&are&currently&saying&about&your&brand&online&
2 Keep&an&open&mind&and&take&everything&into&considera;on&
2 Decide&which&networks&generate&the&most&conversa;ons&and&serve&
a&purpose&for&your&brand&
2 Iden;fy&key&influencers&& & & &&
&
2 Analyze&customer&feedback&and&track&sen;ment&over&;me &&
&
2&&&Assess&the&overall&conversa;on&&&plan&on&best&ways&to&engage&

17. CREATE$GOALS$AND$OBJECTIVES$
2 Know&the&objec;ve(s)&of&the&company&like&the&back&of&&
&&&&your&hands&
&
2 Understand&how&to&best&integrate&your&marke;ng&and&PR&
efforts&into&your&social&media&marke;ng&
2 Collaborate&with&others&within&your&company&to&fully&
comprehend&the&value&of&implemen;ng&social&into&your&
marke;ng&structure&
2 Create&reasonable&and&aWainable&goals&for&your&company&
online&

18. SOCIAL$STARTING$POINTS$
2 Why&would&someone&“Like”&your&Page&or&follow&your&company?&
2 How&many&fans&does&your&Facebook&Page&or&Wikipedia&page&have&already?&
2 What&would&incen;vize&YOU&as&a&consumer&to&“Like”&a&Page&or&follow&a&company?&
2 How&do&you&go&about&engaging&new&fans?&
2 What&demographic(s)&are&you&trying&to&connect&with&online?&
2 How&tech2savvy&is&my&audience?&
2 How&oaen&do&I&interact&with&fans?&
2 How&are&people&going&to&find&my&social&pages&in&the&first&place?&
2 How&do&I&not&just&“add&to&the&noise”?&
2 What&is&the&purpose&of&being∾ve&on&mul;ple&channels?&
2 How&can&I&build&effec;ve&content&that&reaches&my&target&audience?&

19. DEVELOPING$YOUR$SOCIAL$STRATEGY$
2 Brainstorm&all&possible&keywords,&terms&and&hashtags&(#)&that&you&
will&use&to&search&
2 Develop&ideas&about&what&kind&of&dialogue$will&best&engage&your&
specific&audience&
2 Ideate&on&ways&to&promote&features&in&unique,&clear,&enthusias;c,&
and&relevant&manner&
2 Set&yourself&up&to&deliver&informa;ve,&friendly&updates&that&serve&a&
purpose&
2 Stay&consistent&with&social&voice&and&grammar&across&all&pladorms&&
2 Develop&“Rules&of&the&Road”&for&your&fans&&
&

20. DEVELOPING$YOUR$SOCIAL$STRATEGY$(CONTINUED)$
2 Establish&employee$guidelines$for&engaging&in&social&media&
channels&
2 Become&internal&customer$service$representa5ve$to&answer&
ques;ons&online&
2 Present$a$posi5ve$brand$image&without&over&exci;ng&fans&with&
excessive&!!!&or&emo;cons&!&
$
2 Monitor$and$scan$social&channels&every&122&hours&to&respond&in&
;mely&manner&
2 Response$5me$is$cri5cal,&so&your&company&will&need&protocols&for&
monitoring&your&pages&in&place&before&a&crisis&hits&

21. STRATEGY$FOR$BUILDING$YOUR$SOCIAL$CONTENT$
2 Develop&your&social&voice&/&persona,&and&stay$consistent$
&
2 Build$out$planned$content$a&week/month&in&advance&to&prepare&
for&upcoming&promo;ons,&events,&and∾vi;es&
&
2 Engage&target&audience&in&relevant$conversa5ons$&
2 In&addi;on&to&product/brand&news,&determine&relevant&topics&
that&are&tangen;ally&related&to&the&brand&
&
2 Create&a&dialogue$with&open2ended&ques;ons,&photos,&contests,&
polls,&etc.&

22. SOCIAL$CONTENT$IDEAS$
KEY$TO$ONLINE$SUCCESS:$write&fresh,&engaging&content&that&is&relevant&to&your&brand&
&
WAYS$TO$KEEP$YOUR$CONTENT$FRESH:$$
2 Give&exclusive&promo;ons&with&daily&or&weekly&deals&to&online&customers&
2 Post&;ps,&trivia,&how&to’s&or&quotes&about&your&
2 Provide&liWle&known&facts&or&behind&the&scenes&happenings&about&the&Grille&
2 Poll&your&community&and&share&answers&
2 Invite&user&generated&content&or&guest&publishers&on&the&page&
2 Create&top&10&lists&
2 Deliver&“roving&reporter”&fan&interviews&
2 Livestream&events&&
2 Deliver&breaking&news,&insights&and&upcoming&promo;ons&in&real2;me&
2 Offer&opinions&and&create&controversy&
2 Share&photos&of&your&brand,&products,&employees&and&rela;ve&news&
2 Film&tes;monials&of&customer&apprecia;on&
2 Run&giveaways&or&contests&for&VIP&experiences,&coupons,&gia&cards&or&swag&
2 Give&rewards&or&loyalty&cards&to&fans&who&are&on&specific&channels&
&

23. CREATING$YOUR$ENGAGEMENT$STRATEGY$
2 Create&meaningful$messages$and$relevant$updates$that&you&AND&your&
consumers&would&want&to&read&(otherwise&it’s&just&noise)&
2 Monitor$keywords$and$hashtags$daily$to&engage&new&fans&and&add&
new&followers&
2 Par;cipate&in&relevant&Twiaer$chats,&blog/forum&comments,&YouTube&
videos&comments/annota;ons&to&increase&brand&exposure&&
&
2 Iden5fy$and$interact$with$influencers,&partners,&consumers,&and&
poten;al&consumers&&
2 Promote&and&reward$brand$advocates$and&other&loyal&customers&
2 Analyze$progress$and$implement$key$learnings$from&previous&
interac;ons&
2 Be&professional,$respeccul$and$tolerant$with&consumers&&
2 Create$a$execu5on$plan&(post&frequency,&and&best&op;mal&;me/days)&
and&response&protocols&

24. ENGAGE!$
2
Engage&in&the&conversa;ons&already&
happening&online&
2
Express&your&points&of&view&and&have&your&
social$persona$be&heard&
2
Listen&to&your&fans&and&provide&feedback&
with&a&;mely&response&
2
Interact&with&new&customers&and&give$them$
your$apprecia5on$
2
Develop&content&with&openeended$
ques5ons$$
2
Make&your&fans,&customers,&and&online&
influencers&feel$special$and$unique$
2
Encourage&fans&to&share$their$experiences$

25. IDENTIFY$YOUR$#1$METRIC$
What$is$the$#1$purpose$for$growing$your$presence$online?$
$
2 Traffic&
2 Leads/Sales&
2 Reach&
2 Buzz&(Men;ons)&
2 Customer&Happiness&

26. MEASURE$AND$EVALUATE$
2 Use$established$metrics&that&are&
relevant&with&your&objec;ve(s)&
2 i.e.&Engagement,&
Demographic&breakdown,&
Virality,&Sen;ment,&etc.&
2 Develop$a$dashboard&and&track&
these&metrics&over&;me&
2 Analyze,$evaluate&and&
implement&key&learnings&

27. Social$Marke5ng$Analy5cal$Tools$

30. WHY$DO$MARKETERS$USE$IT$
2
2
2
2
2
2
2
#1&social&networking&site&on&the&web&
More&than&1&billion&users&
Instant&and&direct&connec;on&with&consumers&
Photos&and&videos&are&most&shareable&content&
Ease&of&engagement&and&user&generated&content&
Variety&of&content&op;ons&
Innova;ve&and&on&the&forefront&of&digital&tech&

31. FACEBOOK$ANALYTICS$

32. WHY$DO$MARKETERS$USE$IT$
2 600&million&users&&&400&million&tweets&per&day&
2 Real2;me&news&feed&from&around&the&globe&
2 Connec;on&to&resources&you’ve&never&had&
access&to&before&
2 Transparency&and&authen;city&
2 Instant&customer&service&&
2 Mobile&marke;ng&icon&

33. TWITTER$ANALYTICS$

34. WHY$DO$MARKETERS$USE$IT$
2 World’s&largest&video&sharing&pladorm&
2 More&than&1&billion&unique&users&visit&YouTube&
each&month&
2 25%&of&global&views&comes&from&mobile&site&
2 72&hours&of&video&uploaded&each%minute&

35. YOUTUBE$ANALYTICS$

36. WHY$DO$MARKETERS$USE$IT$
2 World’s&largest&professional&networking&site&
2 200m&members&in&200+&countries&and&
territories&
2 Network&includes&mul;tude&of&Fortune&500&
companies&and&85&of&the&Fortune&100&
companies&for&corporate&talent&search&
2 More&than&2.6m&Company&Pages&
2 More&than&1m&Groups&worldwide&

37. LINKEDIN$ANALYTICS$
2 LinkedIn&FREE&Page&Insights&
for&your&page&
&
2 Ability&to&post&company&
updates&and&industry&ar;cles&
2 Shows&up&in&both&desktop&&&
mobile&devices&
2 Especially&great&for&B2B&
companies&

38. WHY$DO$MARKETERS$USE$IT$
2
2
2
2
2
2
2
2
400m&users&on&Google+&
Op;mize&SEO&rankings&in&#1&search&engine&
Professional&branded&page&like&LinkedIn&
Control&your&content&with&Circles&
Opportunity&to&connect&with&broader&fan&base&
Google&apps&integra;on&
Google+&Hangouts/video&chats&
No;fica;ons&

39. GOOGLE+$ANALYTICS$

40. Collaborate$with$partner$organiza5ons$

41. COLLABORATE$WITH$YOUR$PARTNERS$ONLINE$
2 Remember&that&list&of&partners/sponsors&organiza;ons&you&
work&or&have&worked&with&in&the&past?&USE$IT!$
2 Like,$follow,$&$interact$with&them&on&social&media&
2 Connect$with$the$digital$managers&of&the&companies&you&
work&with&to&team&up&and&do&great&things&
2 Create&content$surrounding$current$campaigns&of&partners&
or&sponsors&
2 Promote$uniqueness$of$partnerships$both&online&and&offline&

42. SOCIALIZING$YOUR$WEBSITE$

43. HOW$TO$INTEGRATE$SOCIAL$INTO$YOUR$WEBSITE$
2 Why&do&all&this&work&and&not&see&the&results?&
2 Add&visible&social&graphics&&&links&on&your&
website&
&
2 Add&social&sharing&buWons&to&your&website&
2 U;lize&free&blogging&pladorms&with&built2in&
social&features&like&a&Wordpress&plugin&
2 Insert&social&links&into&your&website&
infrastructure&
2 Integrate&Google&Analy;cs&into&your&website&

44. MAXIMIZING$YOUR$WEBSITE$
2 Op;mize&social&channels&with&similar&imagery&on&website&
&
2 Create&online&advocacy/loyalty&programming&for&returning&customers&to&
your&website&
2 U;lize&Google&Ad&Words&or&Facebook&Ads&to&drive&followers&to&website&
and&social&channels&
&
2 Iden;fy&media&and&grassroots&resources&to&seek&out&influencers,&new&
customers&and&returning&visitors&to&your&website&
2 Run&a&progressive&fan&campaign&on&your&social&channels&to&get&X&number&
of&new&fans/visitors&by&Y&date&for&everyone&to&win&
&
2 Analyze&progress&and&evolve&social&strategy&with&new&trends&and&
learnings&from&online&interac;ons&with&consumers&

45. MASTERING$SOCIAL$MEDIA$$
ON$A$SMALL$BUDGET$

46. MASTERING$SOCIAL$MEDIA$ON$A$SMALL$BUDGET$
2
2
2
2
Don’t&be&overwhelmed&&
Prac;ce&your&10,000&hours&
Be&a&master&of&your&own&mind&
Set&yourself&up&for&success,&but&
learn&from&your&failures&
2 Educate&yourself&and&learn&from&
others&
2 Influencers&
2 Top&companies&
2 Blogs&
2 Help&sec;on&
2 FAQ&
2&Keep&an&eye&on&your&compe;;on&

47. KEY$TAKEWAYS$
2 Be&social,&don’t&just&be&online&
2 Engage,&interact&and&be&transparent&with&fans&and&
followers&
&
2 Set&up&a&reasonable&strategic&plan&for&your&
organiza;on,&including&analysis&tac;cs&on&how&to&
track&your&success&
2 Evangelize&your&brand&
2 Have&fun!&
&

48. QUESTIONS?$
THANK$YOU!$

49. ellydeutch@gmail.com&
&
hWp://twiWer.com/deutche&
&
hWp://linkedin.com/in/ellydeutch&