What is a Social Media Marketing Plan

What is a Social Media Marketing Plan?
A social media marketing plan details an organization’s social media goals and the actions necessary to achieve them.
 

What are the Steps in Social Media Marketing Planning and Strategy?

–Conduct a situation analysis

•Review the firm’s environmental and SWOT analyses.

•Review the existing marketing plan and any other information that can be obtained about the company and its brands.

•Review the firm’s objectives, strategies, and performance metrics.

ü  •What activities can be tied to social media?

ü  •What resources can be directed to social?

ü  •Is the organization prepared for social?

ü  •Who are our customers? Are they social users?

ü  •Who are our competitors? What social media activities are they using?

ü  •What key trends may affect our decisions?

–State objectives

•Task (what is to be accomplished)

•Measurable quantity (how much)

•Time frame (by when)

–Gather target audience insight

•Which segments should we select to target?

•In which zones and communities do they participate?

•How do they use social media?

•What is important to them?

–Select social zones and vehicles

•Considering our objectives, budget, overall direct strategy and segment insight, which zones should be used and how?

–Social relationship

–Social publishing

–Social entertainment

–Social commerce

–Create strategy and tactics

•What are the campaign goals and/or communication tasks? Here the planner reviews these decisions and provides a succinct overview of the goals.

•What is unique and special about the brand’s position in the marketplace? Campaign work should leverage the brand’s positioning strategy.

•What are the existing creative assets? How can the brand’s creative foster a social experience and be repurposed for social?

•How can we integrate with other branded media being used by the organization, and how long do we have to execute?

•What experiences are possible given target market needs and motives, the available channels, and the creative assets? How can we design these experiences to maximize device portability and access?

•What content will be needed? Comments? Questions and polls? Video? Images? Stories? Apps?

•How will experience engagement be extended and shared throughout the social channels?

–Establish an activation plan

•How do we make the plan happen?

•Who is responsible?

•What is the timing?

•What budget is needed to accomplish each objective?

•How do we ensure the plan is consistent with our larger objectives?

–Execute and measure campaign

•What metrics will allow us to assess effectiveness?

•How will we collect the data to assess?

ü  •Standards of conduct

ü  •Disclosure requirements

ü  •Standards for posting corporate information