2014 SAMPLE SOCIAL MEDIA TACTICAL PLAN
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1 2014 SAMPLE SOCIAL MEDIA TACTICAL PLAN
2 TABLE OF CONTENTS BLOG SOCIAL NETWORKS ONLINE VIDEO PHOTO SHARING SITES PRESENTATION SHARING First Things First Before you get started on your social media initiatives, here are some action items to keep in mind: Assign ownership of each channel/strategy to someone within your organization Create buyer personas and know which personas are on which social media sites Train your sales teams to use social media for lead generation and customer acquisition Create a social media policy and distribute it to your employees also distribute it to your agencies Encourage employees to be active participants in social media don t be afraid to incentivize! 2
3 BLOG Increase brand awareness Increase thought leadership throughout your industry Encourage comments and engagement Lead generation through blog subscription External linking Choose managing editor to own the blog Choose a blogging platform Create an internal blog evangelist program to get employees to contribute Decide on a weekly cadence Recruit guest bloggers Add social sharing icons Add a Tweet This button Promote each blog on social channels X number of posts X number of bloggers X number of social shares Audience growth unique and return visitors Conversions Subscriber growth Inbound links Directory listings for infographics SEO improvement 3
4 SOCIAL NETWORKS Overarching Choose owner for all of social media Set up social media posting cadence Choose a social media management platform Determine social media voice Set up an employee social sharing platform like GaggleAmp FACEBOOK Lead generation or customer acquisition Share a mix of relevant links, blog posts, and engaging content Promote upcoming events Engage with influencers Set up sponsored posts and ads Set up Facebook tabs that sync to your marketing automation platform X number of posts per day Page follows Likes Engagement and comments Referring traffic Shares Lead generation/new customers 4
5 SOCIAL NETWORKS (continued) LINKEDIN Lead generation or customer acquisition Share a mix of relevant links, blog posts, and engaging content Promote upcoming events Engage with influencers Create and join relevant groups Encourage employee participation Monitor and participate in Q&A Set up sponsored posts and ads X number of posts per day Page follows Comments, likes, and shares Group participation Referring traffic Lead generation/new customers TWITTER Lead generation or customer acquisition Share a mix of relevant links, blog posts, and engaging content Segment influencers and create lists Communicate issues from social media to support team and ensure follow-up Listen and respond to relevant conversations Build reputation Utilize promoted tweets and pinned tweets Set up Twitter Lead Generation cards X number of posts Followers Mentions Retweets Number of lists Hashtag usage Influence of Twitter followers Lead generation or customer acquisition Referring traffic Favorited tweets 5
6 SOCIAL NETWORKS (continued) GOOGLE+ Lead generation or customer acquisition Share a mix of relevant links, blog posts, and engaging content Optimize for SEO and set up Google rel=author tag Create and promote upcoming events Utilize Google+ hangouts X number of posts Google+ circle adds/follows Google+ mentions Google +1 Referring traffic PINTEREST Lead generation or customer acquisition Share a mix of relevant imagery both brand-related and fun Create boards leveraging both content and company culture Follow other businesses, thought leaders, customers, and partners Pins Repins Followers Purchases from pin Referring traffic 6
7 ONLINE VIDEO YOUTUBE, VIMEO, VINE, INSTAGRAM VIDEO Viral sharing Showcase company culture Post product videos and demos Create a video series to share Determine ownership of video execution Choose a production agency Determine distribution channels Create social strategy for promotion Get customers, partners, and influencers involved in video creation Views Shares Referral traffic Pages ranking on key terms from YouTube 7
8 PHOTO SHARING SITES INSTAGRAM, TUMBLR, FLICKR, SNAPCHAT Brand awareness Engagement with visual assets Showcase products Showcase company culture Showcase marketing events Link back to website, blog, and other content assets Determine ownership of photo sites Decide on general branding guidelines for photos Encourage employees to participate and share their own photos Referral traffic Shares and comments View of photos Page rankings on key terms from photo sharing sites Product purchasing and lead generation 8
9 PRESENTATION SHARING SLIDESHARE Brand awareness Engagement with visual content assets Lead generation and customer acquisition SEO optimization Generate additional content views Determine ownership for visual content on SlideShare Work on regular SlideShare presentation creation Choose agency for stellar design Turn on the forms feature in SlideShare so you can sync leads to your marketing automation platform X number of presentations Followers Views Shares Lead generation and customer acquisition Downloads Favorites 9
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