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W E B I N A R S E R I E S – W E E K F O U R : S O C I A L M E D I A 1

30-DAY GAME PLAN FOR SOCIAL MEDIA

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“THE BIG FIVE”

PLUS ONE … GOOGLE+

L.I.S.T.E.N.

1Study

This can apply to both internal and external social media programs

Look internally at your product and experience - are you ready for social media?

Look internally for the right initial team (might not be you)

Find your passion

Secure your name on every platform

Read other industry and social media blogs

Become familiar with your competition and identify key influencers and advocates

2Listen

Start learning to really listen Mentions, sentient, employees, stakeholders,

competitors

Use free tools and use trial versions of paid tools

Determine and track basic metrics

Communicate generational differences behind social media adoption

Seek outside help if necessary to build the foundation

2Listen

Begin to understand and ask questions such as:

Who are your customers? Where they are online? What do they like and dislike? What do they talk about? What do they think of you? How are your competitors? What are they doing? Where are they on the path? What are people saying about them?

2Listen

Listening Objectives:

Obtain intelligence from everywhere and everything

You can scale back later

Identify specific friends and foes

Determine volume and conversations, share of voice, sentiment, topics tied to your company and industry

Identify potential crisis communications issues early

Identify misperceptions and inaccuracies

3Engage

Start creating content and finding your voice

Begin to experiment - but do so carefully

Begin to engage Share the love Correct misperceptions and inaccuracies Initially, respond to everything - the good and the

bad Add value - not noise

Answer questions Provide Tips Selflessly help people

Formally align social media activities to business objectives

Develop metrics that demonstrate the value of social media

Develop a formal plan/strategy and include relevant aspects in strategic plans of business units impacted

4Influence

Expand content and platforms Consider video, podcasts, mobile

Increase level of engagement Editorial calendar - consistency is key Establish Service Level Agreements

Who and how quickly will you respond

Begin to find ways to co-create with your customers and fans

Establish more formal reporting to senior management

Establish funding requirements going forward

4Influence

What’s an Engaging Post?

Ask open ended questions If you were in Orlando this weekend, what would you

like to do the most?

Prompt people to Like and Follow you Like us if you wish you had the best sushi ever right

now

Fill in the blank My favorite pizza topping is ___________

Either/Or Which dessert for Mothers Day - Apple Pie or Crème

Brule?

4Influence

Content that Builds Trust

Proof Points External voices, expert interviews (all formats)

Testimonials Yelp reviews, customer testimonials, employee

interviews

Behind the Scenes Webcams, tours, advocate trips

Employee Perspectives Video interviews, human elements, employee

blogs

Management Thought Leadership, CEO podcast, videos, blogs

IN A NUTSHELL …

• Week One: Develop a provisional plan with audiences, messages and “editorial calendar”

• Week Two: Create your channels – start with three (e.g., Twitter, Facebook and blog)

• Week Three: Executive your message strategy and engage, add to the conversation

• Week Four: Measure and “double down” on what is working … rinse and repeat

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email chatphone

website

DIRECT

INDIRECT

blog

twitter

facebook

linkedin

newsletter

FREQUENCY?

• Facebook – at least 1x/day

• Twitter – at least 2-3x/day

• Blog – at least 1x/week

• YouTube – 2-3x/month

SOME CONTENT IDEAS

• Promote events and opportunities 

• Link to and share worthwhile and relevant news 

• Network with others, co-leverage 

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TIME COMMITMENT?

TIME COMMITMENT?

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WANT TO LEARN MORE?• Mashable

• Social Media Examiner

• The Next Web

• HubSpot

• Social Media Today

Q&A

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THANK YOU!

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