Social networks are nothing more than a tool of Digital Marketing. Therefore, to really get results, social media strategies should be integrated into the Digital Marketing Plan, and the global communication strategy of your company or brand.We can not be on social media simply because it is fashionable, we need to know why we are there, and what it is we are going to use it for.
A social media strategy is not very different from a traditional marketing strategy, the differences in which they have is related to the tools, content and characteristics of each platform. Therefore, a good marketing strategist’s who is an expert in digital marketing will be the perfect professional to design a good social media strategy.
To design a Social Media Marketing Plan we must follow the following steps:
1.Analysis of the situation and of the company / brand online.
We should start by making an assessment of what our digital content, this should include: how our website is, if we have updated blogs, what e-mailing system we are using, what we published on Facebook, what is our SEO positioning, and what is the digital reputation that we have.
It is also very important to analyze our competition, and what is doing well in social media. Secondly you should define what will be your position on the internet, and to whom it will be directed at. You should also take note of what resources you have or contain.
The following steps have been taken from Avinash Kaushik’s 10 best practices blog post which is featured on the Occam’s Razor blog. I have chosen 7 steps in which I feel compile with an competitor analysis checklist. More information of this post here.
Step 1: Visit the website. Note objectives, customer experience
Step 2: How good is the acquisition strategy? Traffic Sources Report.
Step 3: How strongly do Visitors orbit the website? Visitor Loyalty & Recency.
Step 4: What can I find that is broken and quickly fixable? Top Landing Pages.
Step 5: What content makes us most money? Index Value Metric.
Step 6: How Sophisticated Is Their Search Strategy? Keyword Tag Clouds.
Step 7: Are they making money or making noise? Goals & Goal Values.
What do we want to get? We should set objectives that also help us determine the criteria for measuring the ROI (Return on Investment).
We must see which are the most realistic, and sort them by priority. Some goals may:
-Generate traffic to a website or blog.
-Build quality registers and later convert them into buyers.
-As “Focus Group“. Knowing what our customers say about our product.
-As a customer service channel.
3.Establish the social media strategy.
First we have to define what strategy should be followed, and which is the most useful social networking site for your product / service. The strategy is the way (set of actions), that will help you to achieve the objectives. In other words, what we will do to attract fans / followers and turn them into customers or prescribers of our brand / product.
Here you have a social media tactical plan- This plan includes the tactical objectives to be used: http://nonprofit.adelphi.edu/files/2012/09/Sample-Social-Media-Tactical-Plan.pdf
4.Action plan how what we are going to achieve the objectives.
To do this it is best to set a timing of what to do in every phase of the campaign, this should be done before initiating, during and at the end of the action. Also, specific digital marketing tools that we will used for this is, microsites, landing pages and APPs. And we will conduct publicity campaigns, social media, e-mailings, offline actions, public relations, bloggers …
5.Establish the budget
How much money will you spend for each action? Keep in mind all of these are of value: strategy design, team fees, the design and programming of web platforms, the budget for advertising campaigns and domain fees. Do not forget that often the most important thing is to determine what your budget will be.
6.Analysis and control of actions. In social media we should consider quantitative data of the followers and the data we can draw from the published content.
Regarding the quantitative data, we should measure what the demographic profile of our fans, and see which are the most active, and how we got them, as well as why users are de-registering.
And regarding the content, more difficult to determine, but much more valuable, we must analyze what content works the best, and which users generate content, and how to handle the complaints
Besides, we always have to measure the ROI-The return on investment is a percentage calculated based on the investment and the benefits you obtain from this investment. Thus quantify the viability of a project.
Here you have a video where you can check what 10 Questions to Ask When Creating a Social-Media Marketing Plan.
Al Nims Media planned and executed social media strategy for Honda in Oman. With more than 2,000 fans, the Facebook page ranks among the top automotive brands in the Sultanate.