Tools of Change October 2011

7 Steps to a Social Media

Marketing Plan

@alizasherman

Is this YOUR social media?

@alizasherman

It’s really expensive. It takes too much time.

“Viral” is a strategy. Social media can be controlled.

Fans can be bought. Bought fans will care.

Social media will solve everything.

Social Media Myths

@alizasherman

Why you might #fail

Wrong objectives Wrong target Wrong message Wrong channels Wrong tactics Wrong intention

@alizasherman

Where to start?

What are you trying to achieve? Who are you trying to reach? What do you have to offer? How will you reach out? How will you attract attention? How will you determine success? What will you do next?

Answer these questions

@alizasherman

1. Objectives 2. Audience 3. Assets 4. Tactics 5. Big Ideas 6. Measurement 7. Repeat

The 7 Steps

@alizasherman

Why are you doing this?

Step 1: Objectives

Clear Relevant Attainable Measurable Flexible

@alizasherman

Step 1: Objectives

Connect with customers.

Provide better customer service.

Increase sales.

Increase brand awareness.

@alizasherman

What does your audience want?

Step 2: Audience

Demographics Psychographics Proficiency Propensity Interests

@alizasherman

Step 2: Audience

What are they doing?

How often are they doing it?

Where are they?

Who are the influencers?

@alizasherman

What value can you provide?

Step 3: Assets

Identify Assess Leverage Re-imagine Integrate

@alizasherman

Step 3: Assets

Graphics and photographs

Audio and video

People

Words and stories

@alizasherman

Social channels

Mobile Channels

What will you do?

Step 4: Tactics

Strategic Appropriate Targeted Thoughtful Engaging

@alizasherman

Step 4: Tactics

Respond promptly

Involve and engage

Rethink as needed

Listen first

@alizasherman

Social Media Calendar

Scheduled releases

Planned events

Current events

Promotional messages

Conversation starters @alizasherman

Why should they care?

Step 5: Big Ideas

Take risks Shareable Experiential Surprise Delight

@alizasherman

Step 5: Big Ideas

Aha moments

Compelling imagery

Powerful storytelling

Community connections

@alizasherman

What numbers matter?

Step 6: Measurement

Benchmarks Monitoring Tracking Analyzing Modifying

@alizasherman

Step 6: Measurement

Set expectations

Know your numbers

Define success

It’s not always numbers

@alizasherman

Identify Your Evangelists

@alizasherman

How are you leveraging wins?

Step 7: Repeat

Assess Optimize Enhance Expand Leverage

@alizasherman

Are you listening?

Are THEY?

Step out of your comfort zone

@alizasherman

Enough of the broadcasts

@alizasherman

Stimulate conversations

@alizasherman

Grow your fan base

Drive actions

@alizasherman

It’s about PEOPLE

@alizasherman

“Better to have 100 engaged followers than 1000 or 10,000

who ignore you.” -- @alizasherman

1. Objectives 2. Audience 3. Assets 4. Tactics 5. Big Ideas 6. Measurement 7. Repeat

The 7 Steps

@alizasherman

Don’t Forget Delight

•  @alizasherman

•  AlizaSherman.com

•  aliza@mediaegg.com

•  Slides at:

slideshare.net/alizasherman

Aliza Sherman