Copyright 2009 Key Point Marketing Consultants, LLC
Social Media Marketing PlanSample Plan with SWOT Analysis
This document offers some suggestions on how to evaluate and include social media in your marketing plan.
I.
Objectives
Build awareness and reputation of Company XYZ to identify new business prospects. Establish ourselves as experts in our industry. Reinforce and maintain our brand integrity in all social media communications.
II.
Target Audience
Example: Our target audience is start up small businesses in the US seeking motivation and advice.
III.
Key Strategies
Example:
a.
Develop company blog via wordpress
b.
Build Twitter, Linked in and Face Book Profile; Create a YouTube video on our specialty
IV.
Customer Segmentation
Example: List your customers segments: Start-Up Businesses, Established Businesses geographics
V.
Communication Strategy
State the theme of messages you will share i.e. Free tips and strategies for small businesses.
VI.
Competition
Evaluate your competition’s social media marketing plan and communications strategy. Develop your strategy to improve upon your competitor and differentiate your company. Identify a niche.
VII.
Marketing Calendar
Example: Our target audience is start up small businesses seeking motivation and advice
Copyright 2009 Key Point Marketing Consultants, LLC
Evaluate & Rank
1.
First, create a comprehensive list of social media 2.
Next, evaluate each social media strategy to determine your customer’s level of engagement. You should understand the objectives of each social media strategy and ensure as well as the rules and protocols associated with each. This information will be discovered through your marketing research including customer surveys.3.
Next, rank the social media in relation to the each other.4.
Indicate if your competitors have a presence in the space.5.
Make a go-no go decision 6.
Set a Launch Date
Social Media Customer Level ofEngagementCompetitorUsing Strategy?Rank Implement? Launch Date
Twitter (mico-blog) High Yes 3 Yes ASAPLinked In High Yes 2 Yes ASAPFacebook Medium Yes 4 Yes ASAPYou Tube Low No 5 Maybe TBDPlaxo Medium No 6 No N/ABebo Low No 7 No N/ANing Low No 8 No N/A
Company Blog N/A Yes 1 Yes ASAP
Copyright 2009 Key Point Marketing Consultants, LLC
Social Media - Strategy Details
1.
Based on your list on the social networking sites you will participate in begin to outline the details of your strategy.2.
Determine the frequency of how often you will participate and provide updates to your profiles 3.
Define your key messaging strategy – what is the content you will provide. Is it relevant to your target? How does it differ 4.
What are your objectives? Get new clients 5.
Define your measures of success.
Social Media Strategy Update
FrequencyKey Messaging Strategy Objectives Measures ofSuccess
Twitter (mico-blog) Daily Tips and Strategies forSmall Business OwnersDrive to Blog; collect email;Schedule consultation1500 Followers2000 FollowLinked In Weekly Tips and Strategies forSmall Business Owners
Drive to Blog; collect email;Schedule consultation
20 Newconnectionsper weekFacebook Daily Tips and Strategies forSmall Business Owners
Drive to Blog; collect email;Schedule consultation
Fan Page; 20new friendsper weekCompany Blog Weekly Tips and Strategies for
Small Business Owners
Collect email; Scheduleconsultation; sales call
SEO drive toblog
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Social Media Marketing Plan
Sample Plan to Help Guide Business Owners in evaluating various social media
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