1. Mary Lou Roberts PLANNING A SOCIAL MEDIA MARKETING CAMPAIGN September 2011

2. 2 BY NOW YOU SHOULD BE THOROUGHLY FAMILIAR WITH Social Media Marketing Chapter (8/31) Developing a Direct Marketing Plan (Today)

3. Mary Lou Roberts SOCIAL MEDIA STRATEGY – THE PROCESS September 2011 3 LISTENCOMMUNICATEENGAGECOLLABORATE

4. Mary Lou Roberts WHAT DOES OWYANG MEAN? September 2011 4 http://www.slideshare.net/jeremiah_owyang/social-media-trends-for-2010?src=embed

5. September 2011 5 FOCUS ON CUSTOMERS THEN YOUR BUSINESS STRATEGY

6. Mary Lou Roberts ALTIMETER CALLS IT ‘SOCIALGRAPHICS’ September 2011 6

7. Mary Lou Roberts Where are your customers online? What are your customers social behaviors online? What social information or people do your customers rely on? What is your customer’s social influence? Who trusts them? How do customers use social technologies in the context of your products? QUESTIONS MARKETER MUST ASK September 2011 7 http://www.web-strategist.com/blog/2010/01/22/slideshare-social-media-trends-for-2010/

8. Mary Lou Roberts DOES IT ADVANCE OUR BUSINESS STRATEGY ? September 2011 8

9. Creating Your Social Media Plan by Lisa Barone on 05/19/2009 · 73 comments |73 comments Some things you’ll want to address are: How will social media be integrated into the company’s core strategy? Who from the company will engage? Will there be one voice? A team using one branded account? Personal accounts? How much time will be spent on social media? How long will the company “test” the different sites before evaluating their success? If a serious fire breaks out, what is the proper protocol and who needs to become involved? If you enter into social media without a plan, you will fail. Period. September 2011 9

10. Mary Lou Roberts GOOD PLAN September 2011 10 Build Reef Balls

11. Mary Lou Roberts STARTED OK February 2010 11

12. EXECUTION DISASTER Their Reef BallOur Reef Ball September 2011 12

13. Mary Lou Roberts September 2011 13 Over 30 participants and staff 5 links sent in 9 comments Several people emailed me to say thanks! The THE AUDIENCE

14. Mary Lou Roberts THE ULTIMATE CHALLENGE! September 2011 14 Used with permission of Deshannee Johnice http://ddjohnice.com

15. September 2011 15 INTEGRATE MESSAGE(S) ACROSS ALL MEDIA CHANNELS TO ACHIEVE BUSINESS OBJECTIVES

16. September 2011 16 COROLLARY Social Media Does Not CANNOT Stand Alone

17. Mary Lou Roberts Understanding of Customer Behavior Understanding of Best Practices on Various Platforms Understanding of Customer Behavior on Various Platforms SUCCESSFUL PLANNING REQUIRES September 2011 17

18. Mary Lou Roberts THE PLANNING HIERARCHY February 2010 18

19. Mary Lou Roberts KEY ELEMENTS OF SMM PLAN September 2011 19 Define the Marketing Problem Do We Need to Acquire More Fans for Our Facebook Page? Increase the Quality of the Online Customer Experience? Establish Program Objectives Acquire 2,000 New Fans Next Fiscal Quarter Keep Post Quality at 6 or Above Throughout Next Fiscal Quarter Develop Action Plan Online Content Management Plan Construct Platform Deploy Content According to Plan Identify Evaluation Metrics Use Facebook Insights including Post Quality Develop Internal Metrics for Quality of Interaction Identify Metrics for Relationship Between Facebook and Twitter Execute and Evaluate Program Launch Fan Acquisition Program on April 1 Facebook Team Meets Weekly to Track, Evaluate Report to CMO in early July

20. MARKETING OBJECTIVES September 2011 20 MARKETING OBJECTIVES Share of Market Sales Revenue Number of Channel Members Price Target Gross Margin Target Profit Target Drive Visitors to Website Increase Time on Site EXAMPLES Increase from 12% to 15% Increase by 10% Increase Number of Retail Outlets to 4,000 Maintain Average Price of $49.99 Achieve GM of 40% Achieve NP of 20% 10,000 New Unique Visitors Increase Average Visit from 1.5 to 3 Minutes

21. February 2010 21 SMM OBJECTIVES This plan includes the tactical objectives to be used to accomplish two primary goals of social media: 1. Increase unique traffic to X.com 2. Convert anonymous traffic to known visitors by promoting premium content to visitors from social media sites via free content. ???

22. Mary Lou Roberts METRICS MUST BE BASED ON OBJECTIVES September 2011 22

23. Mary Lou Roberts OBJECTIVES MUST BE SMART September 2011 23 S mart M easurable A ctionable R ealistic T ime Sensitive

24. Mary Lou Roberts DM MARKETING PLAN OVERVIEW September 2011 24

25. February 2010 25

26. Mary Lou Roberts Product/Service > Usually a Given Price > Usually a Given INTEGRATED COMMUNICATIONS PLAN FOCUSING ON SOCIAL MEDIA – Includes Other Online, Offline Media as Appropriate Distribution/Fulfillment >What Platforms, Services, Agency Support Required Quality, Customer Service Issues Directly Related Tech. Infrastructure, Data Requirements – Access to Customer Database for Analytics – Access to Customer Email Lists PLAN COMMENTARY September 2011 26

27. Mary Lou Roberts KEY TAKE-AWAYS September 2011 27 Planning Essential – At Multiple Levels Objectives Basis for Evaluation Metrics Increasingly Important/ Available By Platform – Integrated Dashboard “Impossible” Level/Detail of Planning Depends Whether Agency or Internal Complexity of Program Level of Strategy/Media Integration