1. SOCIAL MEDIA MARKETING PLAN For each slide, copy as many times as needed to fully explain your circumstances.

2. WHICH TECHNOLOGIES ARE MOST RELEVANT TO THE TARGET AUDIENCE(S)? Technology TypeExamples for this audience 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

3. PARTICIPATION TYPES VehiclesMCO M=Monitoring, C=Commenting, O=Outreach

4. Good positioning statements are informed by market understanding (and take a specific form): WHAT IS THE POSITIONING OF YOUR SOLUTION(S)?

5. These are things that you would be crazy not to do if you want success; they are called critical success factors WHAT THINGS MUST YOU DO TO ACHIEVE YOUR GOALS (CSF)?

6. (These are usually derived from positioning, competitive advantage and critical success factors) WHAT KEY MESSAGES WILL BE DELIVERED IN SOCIAL MEDIA?

7. Think here about Search Engine Optimization to help you be found WHAT ARE THE KEYWORDS OR CONCEPTS THAT MUST BE IN FOCUS THROUGHOUT?

8. 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?” PROBLEM/SOLUTION SETS Target Use Scenario:

9. [Access the Guiding Star Editorial Calendar, an Excel Workbook] SOCIAL MEDIA CALENDAR

10. WHO WILL MANAGE THE SOCIAL MEDIA MARKETING PLAN? Who?Role?Frequency?

11. What will you do on the web? What will you do in other channels? HOW WILL SOCIAL MEDIA MARKETING BE PROMOTED?

12. Enter any tools (e.g., HootSuite, Sendible) that may help you achieve integration in your social media platform. WHAT TOOLS WILL YOU USE TO AUTOMATE YOUR EFFORTS?

13. Frequency, tools, stewardship, reporting sphere HOW WILL YOU MONITOR ACTIVITIES AND REPUTATION?

14. Identify key metrics that will be assessed, and identify the frequency of measure and benchmarks that address success HOW WILL YOU MEASURE SUCCESS?