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How to Build a Successful Social Media Plan

How to Build a Successful Social Media Plan

© 2012 Birmingham Blogging Academy

Wade Kwon

For more, visit http://birminghamblogging.com.

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How to Build a Successful Social Media Plan

  1. 1. How to Builda SuccessfulSocial MediaPlanWade Kwon@WadeOnTweets© 2012 Birmingham Blogging Academy
  2. 2. A social media plan is like …Photo: Mary Witzig (CC)!
  3. 3. Overview!   Before starting out!   Define goals!   Define parameters!   Define assets!   Measurements!   Engagement!   Three steps in digital PR
  4. 4. Before starting out …
  5. 5. Photo: Josep Ma. Rosell (CC)! Build trust.
  6. 6. Be aggressive.
  7. 7. Photo: Royal New Zealand Navy (CC)!Get lots of input and buy-in.
  8. 8. Define goals. Photo: hmomoy (CC)!
  9. 9. This can be themost difficult part.
  10. 10. Options!   Media mentions/blog posts!   Revenue!   Subscribers!   Leads!   Customer service!   Marketing/branding
  11. 11. Goals!   Sell out events: !   Build !   Reach diverse 725 seats mailing list audience
  12. 12. Goals!  !  !  
  13. 13. !   Time Define parameters!   Budget!   People!   Messages!   Audience/publics
  14. 14. Parameters!   Time: 30 days!   Budget: $0!   People: !   Ourselves !   Partners !   Media contacts !   Social media friends
  15. 15. Parameters!   Messages: !   Grassroots organization !   Free expertise !   Community partners!   Audience/publics: !   Professionals in Birmingham metro area interested in social media, all skill levels !   Traditional media !   Social media leaders
  16. 16. Parameters!   Time:!   Budget:!   People:!   Messages:!   Audience/publics:
  17. 17. Assets!   People!   Channels
  18. 18. Assets !   People: !   Ourselves !   Channels: !   From 0 to … !   Volunteers in Facebook, Twitter, emailPhoto: Lynsey Weatherspoon (CC)!
  19. 19. Assets!   People:!   Channels: !   Facebook page: 76 fans !   Twitter: 88 followers !   YouTube: 1 subscriber, 1 video, 453 views !   Blog: 12 posts
  20. 20. Measurement!   Page views/unique visitors!   Clicks!   Likes Photo: Thor (CC)!
  21. 21. Measurement!   Comments!   Revenue!   Cost Photo: Thor (CC)!
  22. 22. Measurement!   Subscribers: email, Facebook, Twitter, RSS!   Time spent!   Leads Photo: Thor (CC)!
  23. 23. Measurement!   In 2011: !   2,100 tickets sold !   542 attendees = 75 percent capacity !   56 media mentions Photo: Arik Sokol (CC)!
  24. 24. Measurement!   In 2011: !   1,200 email subscribers !   1,300 Twitter followers !   710 Facebook fans Photo: Lynsey Weatherspoon (CC)!
  25. 25. Measurement!   In 2011: !   501 video views !   1,325 Flickr photostream views ! Cost: $0 !   Time spent: days Photo: Jelani Newton (CC)!
  26. 26. Measurement!   Page views/unique visitors !   Cost!   Clicks !   Time spent!   Revenue !   Leads!   Likes !   Subscribers: email, Facebook, Twitter, RSS!   Comments
  27. 27. Engagement
  28. 28. Photo: GOIABA - Johannes Fuchs (CC)! Facebook!   Questions answered!   Photos, statuses, questions, links, videos shared!   Likes and Shares
  29. 29. Twitter ! Retweets !   Replies !   FavoritesPhoto: Andreas Eldh (CC)!
  30. 30. Website/blog!   Time spent on site!   Likes/ratings!   Comments
  31. 31. Leads: calls, emails!   Quantity !   Sales !   Ideas Photo: Vitor Lima (CC)!
  32. 32. Engagement !   Always room for improvementPhoto: Jelani Newton (CC)!
  33. 33. Engagement! Facebook:! Twitter:!   Website/blog:! Leads (calls, emails):
  34. 34. Three steps indigital public relations(or marketing)
  35. 35. 1. Experiment
  36. 36. 2. Measure
  37. 37. 3. Adjust
  38. 38. What it all comes down to is …Photo: Umberto Salvagnin (CC)!
  39. 39. Contact me.•  wade@wadekwon.com•  BirminghamBlogging.com•  @WadeOnTweets•  http://itswa.de/uab-prssa
  40. 40. Thank you.Photo: Omar Bárcena (CC)

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