SOCIAL MEDIA MARKETING PLAN
WHICH TECHNOLOGIES ARE MOST
RELEVANT TO THE TARGET
AUDIENCE(S)?
Technology Type
User-generated content – blogs, Twitter,
podcasts, YouTube, e-books, article marketing
Social networks and virtual worlds
Collaboration
Ratings
Folksonomies and content organizing
(tagging)
RSS and widgets
Examples for this audience
PARTICIPATION TYPES
Vehicles
M=Monitoring, C=Commenting, O=Outreach
M
C
O
WHAT IS THE POSITIONING OF
YOUR SOLUTION(S)?
• Good positioning statements are informed by market
understanding (and take a specific form):
WHAT THINGS MUST YOU DO TO
ACHIEVE YOUR GOALS (CSF)?
• These are things that you would be crazy not to do if you want
success; they are called critical success factors
WHAT KEY MESSAGES WILL BE
DELIVERED IN SOCIAL MEDIA?
• (These are usually derived from positioning, competitive
advantage and critical success factors)
WHAT ARE THE KEYWORDS OR
CONCEPTS THAT MUST BE IN FOCUS
THROUGHOUT?
• Think here about Search Engine Optimization to help you be
found
PROBLEM/SOLUTION SETS
• Problem: Identify a problem here that you can solve
with your solution (speak in terms of the potential
client)
• Solution: Identify how your solution will help the client
achieve “What’s in it for me?”
Target Use Scenario:
SOCIAL MEDIA CALENDAR
• [Access the Guiding Star Editorial Calendar, an Excel Workbook]
WHO WILL MANAGE THE SOCIAL
MEDIA MARKETING PLAN?
Who?
Role?
Frequency?
HOW WILL SOCIAL MEDIA
MARKETING BE PROMOTED?
• What will you do on the web?
• What will you do in other channels?
WHAT TOOLS WILL YOU USE TO
AUTOMATE YOUR EFFORTS?
• Enter any tools (e.g., HootSuite, Sendible) that may help you
achieve integration in your social media platform.
HOW WILL YOU MONITOR ACTIVITIES
AND REPUTATION?
• Frequency, tools, stewardship, reporting sphere
HOW WILL YOU MEASURE SUCCESS?
• Identify key metrics that will be assessed, and identify the
frequency of measure and benchmarks that address success