Social Media Strategy Planner

Transcription

1 Social Media Strategy Planner A Slideshow and Worksheet to help you prepare your business social media outreach plan. Courtesy of MeilaniMacDonald.com Meilani MacDonald Brand Identity & Outreach Strategy consulting & resources to help small businesses bloom

2 Meilani MacDonald Brand Identity & Outreach Strategy consulting & resources to help small businesses bloom Hey There Business Bloomers! This offering to you was born from a trinity of sources: WHY Social Media presentation created for the Desert Business Association s (DBA) member education series, hosted at the Palm Springs Regional Association of Realtors (PSRAR) in August It was a hit with the audience, and they provided me with some great feedback that helped me tweak and fine tune it into this Social Media Strategy Planner that will help you spend your social media time on purpose, with purpose! Creating Your Social Media Strategy - a 3-part series of blog posts about how to create your social media strategy. Here the links: Creating Your Social Media Strategy, Part 1: Objectives Creating Your Social Media Strategy, Part 2: Goals Creating Your Social Media Strategy, Part 3: Action Steps Create Your Social Media Strategy Worksheet - a worksheet to help organize your social media strategy plans. These have all been brought together in this Social Media Strategy Planner! What do you mean by Social Media anyway For the purposes of this document, social media means any media that is social in nature of its use. This could range from the social connection building sites we all know, like Twitter, Google+, Facebook, and LinkedIn, to sites that serve a specific purpose (ex. travel booking or real estate listing), or personal desires (radio, video, gaming), to apps that are very useful to business project teams, for example Google s Drive, Docs, Spreadsheets & Presentations, which enable team members to easily share files and collaborate on documents from creation to presentation. Check out this list of social networking websites from Wikipedia for a glimpse of the many social networks out there. So how do you know where to begin Well, before you know what to do, you first must know why you are there. Your social media strategy must support and bring you closer to your overall business objectives. Step 1: Write down your Business Objectives. Where do you see your business in 1 year, 3 years, 5 years This list will help you define your social media objectives, because those will support your overall business objectives. It s ok for your Objectives to be broad and expansive! Your Objectives are your future, so go for it and think about your dream business, and list those Objectives that will take you there! Begin with 1 year, 3 year and 5 year Objectives, but if your juju is strong and your mojo is flowing go ahead and take it out as far as you want to map it! Now let s move on to Creating Your Social Media Strategy! MeilaniMacDonald.com MeilaniMacDonald@gmail.com

3 Social Media Strategy Planner

4 What is Social Media For this discussion, social media means any media that is social in nature of its use. This could range from the social connection-building sites we all know, like Twitter, Google+, Facebook, and LinkedIn, to apps that are very useful to project teams, for example Google s Drive, Docs, Spreadsheets, and Presentations, to apps that enable you to share your personal likes and hobbies, such as Pandora Radio and Netflix.com.

5 We All Know These Sites: Facebook Google+ LinkedIn Twitter

6 But What About These Facebook Pinterest Google+ YouTube LinkedIn Instagram Twitter Vine

7 What There s Even More Facebook Google+ LinkedIn Twitter Pinterest FourSquare YouTube Yelp Instagram TripAdvisor Vine

8 Facebook Google+ LinkedIn Twitter Pinterest FourSquare YouTube Yelp Instagram TripAdvisor Vine Google Drive & Docs, Skype, Text, Maps, Flickr, Meetup, Pandora, itunes

9 Which Socials are Right for You

10 It Depends Why Do You Want To Go Social

11 What are your OBJECTIVES What do you want your social media efforts to accomplish

12 Your Social OBJECTIVES should support your Business Objectives. How can you use social media to help you reach your business objectives Below are some examples of social media objectives that support the needs of a growing small business: Cultivate brand identity / brand awareness Grow targeted online audience Provide new avenues of customer service Drive foot traffic to brick & mortar store Drive clicky traffic to web site / online store Assignment: Complete worksheet Page 1 - Business Objectives, and Page 2 - Social Media Objectives

13 Ok we have Objectives. Now what

14 SET GOALS GOALS are individual projects or campaigns, each a stepping stone towards achieving your Objectives. While Objectives may be broad, Goals are smaller projects which you can easily envision and complete. While setting Goals, create realistic project timelines which include planning, execution and sustainability. Does the project have a finite end (for example a one day sale event) or is it ongoing (such as building brand) The next slides show example Social Media Objectives, and some Goals that support those Objectives.

15 GOALS Objective: Cultivate your brand identity / brand awareness 1 Month GOAL: Brainstorm and produce a catchy tagline or jingle Examples: Esser Heating & Air Conditioning - Yessir, it s Esser radio jingle Desert Cow Computers - We re Outstanding in Our Field, and We Won t Milk You Montage Painting - We Take the Pain Out of Painting What other Goals will help nurture and reinforce brand awareness

16 GOALS Objective: Cultivate your brand identity / brand awareness 3 Month GOAL: Set up 3 Social Profiles with cohesively designed cover photos that support and reinforce brand identity. Considerations: What are your brand s colors What are your company taglines What kind of images represent and support your brand s messages If you don t have a clear vision of your company s brand identity, create it before you set up your social profiles. You must know yourself before you can tell others about yourself! If you need help, contact Meilani to book a private or group brand identity workshop!

17 GOALS Objective: Cultivate your brand identity / brand awareness 6 Month GOAL: Plan and create a seasonal social media event Some Ideas: Store Owners or Realtors: Plan a food, gift or toy collection that drives foot traffic into your store or to a showing of that new office rental space. Tweet it, FB it, create Events and invite people to it, etc. Upload video clips and photos of donations and donors as they come into your location! Online Stores: Host a Pay It Forward event for your online store where people purchase your products for donation to participating local charitable orgs. For example, if you sell clothing, partner with a homeless shelter to be the recipient of clothing purchased from your store during the Pay It Forward event. Use social media to promote the event. Remember, the org will promote the event too! Assignment: Complete worksheet Page 3 - Social Media Goals

18 YAAY WE HAVE GOALS!! Um...OK...Now What

19 How Do We Reach Our Goals

20 List & Calendar ACTION STEPS List the Actions you need to take to achieve your Goals. Be sure to add them to your Calendar or To-Do List!! Examples in the next slides!

21 ACTIONS Objective: Cultivate your brand identity / brand awareness 1 Month GOAL: Brainstorm and produce a catchy tagline or jingle ACTION STEPS: 1. Define my brand identity. Due by end of week Brainstorm Taglines. Due by end of week Ask trusted group for feedback on Taglines. Feedback due end of week Find a Jingle producer. Ask for referrals, do your research. Due week Provide Jingle producer info about your brand, services and tagline, and give them direction as to what you want the Jingle to accomplish. Provide beginning of week 3, with end of month deadline for Jingle maker. Schedule these tasks on your Calendar or To-Do List!!

22 ACTIONS Objective: Cultivate your brand identity / brand awareness 3 Month GOAL: Set up 3 Social Profiles with cohesively designed cover photos that support and reinforce brand identity. ACTION STEPS: 1. Research social media sites & choose 3. Due by end of week Set up 1st profile and make an intro post. Due by end of week Set up 2nd profile and make an intro post. Due by end of week Set up 3rd profile and make an intro post. Due by end of week 4. Schedule these tasks on your Calendar or To-Do List!!

23 ACTIONS Objective: Cultivate your brand identity / brand awareness 6 Month GOAL: Plan and create a seasonal social media event ACTION STEPS: month 1: Research: holidays & social campaigns month 2: Create community partnerships for participation in event month 3: Planning: Intent / Desired Actions / Timeline / Incentives, Rewards month 4: Begin soft promotions - hints and teasers month 5: Continue promotions - hints and teasers / socials / mixers month 6: Leadup promotions - press releases, blogs, socials, ads, announcements, online and printed event calendars, etc. followup: Followup stories about recipients of donations, funding, etc. Assignment: Complete worksheet Page 4 - Action Steps

24 POP QUIZ Your social media time is: (check all that apply) Networking Raising brand awareness Cultivating and reinforcing brand identity Building Target Audiences Making connections Building relationships Establishing your authority Expanding your reach Valuable Wasted Important Worth the investment

25 SURVEY How much time did you dedicate to in-person networking mixers during the last two weeks Travel to and from mixers: Time spent at mixers: Time dedicated to followups: Why do you spend this time going to networking mixers

26 SURVEY How much time will you dedicate to social/online networking mixers in the future Researching and writing blog posts: Posting to your socials: Time dedicated to comments & discussion Why will you spend time on online networking

27 Need Help Private & Group Consulting Available If you would like some help creating your social media outreach strategies, defining and locating your niche audience, or realizing and cultivating your brand identity, please contact me, Meilani MacDonald, via at or by visiting MeilaniMacDonald.com

28 Social Media Strategy Planning Worksheet by Meilani MacDonald MeilaniMacDonald.com Business OBJECTIVES What are your overall business Objectives Envision what you want to see yourself doing in 1 year, in 3 years, in 5 years. What do you want to do Do you love being in the front lines helping your customers, or prefer behind the scenes managing your employees Are you looking to expand and hire, or is the solopreneur life for you Immediate: 1 year: 3 years: 5 years: Ongoing: Social Media Strategy Planning Worksheet by Meilani MacDonald MeilaniMacDonald.com

29 Social Media OBJECTIVES What are your social media Objectives These should support your overall business objectives. For example, if a biz objective is to increase sales, social media objectives that support might include driving foot traffic to your brick and mortar store, driving clicky traffic to your online store, cultivating brand identity and product awareness, or holding an online contest for prizes from your store. Immediate: 1 year: 3 years: 5 years: Ongoing: Social Media Strategy Planning Worksheet by Meilani MacDonald MeilaniMacDonald.com

30 Social Media GOALS Set Goals that will help you achieve your social media Objectives. Objectives may be expansive and broad Goals can be a single project or activity which supports the Objective. Reaching your Goals will help you achieve your Objective. For example: Objective = Build my audience; build my brand identity; cultivate brand awareness & reputation (broad) Goals that support the Objective: Set up social profiles using same pics and cohesive designs that reinforce brand (specific project) Participate in Hangout shows as a guest, expert or host (specific activity) Participate in conversations with social influencers, and in relevant topical forums (specific activity) OBJECTIVES Goal Goal Goal Goal example: Immediate and ongoing Objective: Build audience, cultivate / reinforce brand identity Ongoing Participate in conversations with social influencers Ongoing Participate in targeted forums where you provide solutions 3 months Create 3 social media profiles that support brand identity 6 months Join Hangout shows as guest or featured expert Social Media Strategy Planning Worksheet by Meilani MacDonald MeilaniMacDonald.com

31 ACTION STEPS Action steps are what you do to reach your Goals. Plan out your action steps and put them on your calendar and to do lists. Soon you will be checking your Goals off as accomplished! For example: Goal = Create social media profiles that support my brand identity with matching profile pics and cover art Mark your Action Steps on your calendar so they become a To Do list: week 1: Research social media outlets to find the three sites I want to use. week 2: Create first profile and make a post introducing myself week 3: Create second profile and make a post introducing myself week 4: Create third profile and make a post introducing myself GOALS Action / To Do Action / To Do Action / To Do Action / To Do example: Goal: Create social media profiles that support my brand identity due by Research different social media outlets & choose 3 which support objectives & goals, & fit me due by Create Google+ profile and make intro post due by Create Twitter profile and make intro tweet due by Create FB profile and make intro post Social Media Strategy Planning Worksheet by Meilani MacDonald MeilaniMacDonald.com

32 Just Some Extra Good Stuff Will you be showing off your goods and services in your posts Remember to describe them in terms of their Benefits to Your Customers and Clients. Which of the following examples speaks to the potential customer s interest Example #1: My widgets are shiny and made from the latest metal alloy! Example #2: Using my widgets will cut your housework time in half! Now describe your goods and services in terms of their benefits to your potential customers. Social Media Strategy Planning Worksheet by Meilani MacDonald MeilaniMacDonald.com