What Are Some Tactical Objectives And Metrics For Accomplishing Your Social Media Goals? #slideshow
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Transcript of What Are Some Tactical Objectives And Metrics For Accomplishing Your Social Media Goals? #slideshow
SAMPLE SociAL MEdiAtactical plan
© 2012 Marketo, Inc | US +1.877.260.6586 | UK +353.1.242.3000 | www.marketo.com | www.twitter.com/marketo | blog.marketo.com 2© 2012 Marketo, Inc | US +1.877.260.6586 | UK +353.1.242.3000 | www.marketo.com | www.twitter.com/marketo | blog.marketo.com 2
This plan includes the tactical objectives to be used to accomplish the following social media goals:
1. Increase inbound leads at a low cost2. Expand reach of thought leadership content3. Engage and excite influencers4. Better understand, identify, and engage potential buyers5. Improve customer service and satisfaction6. Enhance outbound campaign program effectiveness
Blog
Social Networks
Microblogging
Social PR
Widgets
Booking Marking / Tagging
Social Apps & Voting
Blog Commenting / Q&A Sites
Online Video
Photo Sharing
Podcasting
Presentation Sharing
Additional Notes & Objectives
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social media tactical plan
© 2012 Marketo, Inc | US +1.877.260.6586 | UK +353.1.242.3000 | www.marketo.com | www.twitter.com/marketo | blog.marketo.com 3
Short term objectives:
• Increaserecognition
− Insert actions to be taken here
− Example: X number of posts
− Blog publication schedule
− Add RSS button
− Include social share buttons
• Increaseengagement
− Insert actions to be taken here
− Encourage comments, forum pages, etc.
− Add social share buttons
Key Metrics:
• Numberofposts
• Numberofsocialshares
• Audiencegrowth-uniqueandreturns
• Conversationrate
• Conversions
• Subscribers
• Inboundlinks
• Technorati,Alltop,andotherdirectorylistings
• SEOImprovements
Blog - X hours daily/weekly/monthly
© 2012 Marketo, Inc | US +1.877.260.6586 | UK +353.1.242.3000 | www.marketo.com | www.twitter.com/marketo | blog.marketo.com 4
Short term objectives:
• FacebookFanPage
− Insert strategic objective
− Share a mix of relevant links, engaging content, videos, and polls
− Make sure you promote upcoming events and create them in the events tab
− X posts per day
− Engage with influencers
− Insert strategic objective
− Create a group
− Add something about posting content to the LinkedIn company page
− Identify other groups to follow and participate
− Encourage employee participation
− Monitor and participate in Q&A
− X posts daily
• Google+
− Optimize for SEO
− X posts per day
− Share engaging content, videos, images, and relevant links
− Comment on posts
− Utilize Google Hangouts
− Create and promote upcoming events
− Create boards leveraging both content and company culture
− Follow other businesses, thought leaders, customers, and partners
social Networks - X hours daily/weekly/monthly
Key Metrics:
• FacebookLikesandposts
• LinkedinFollowers
• Referringtraffic
• LinkedinGroupmembers
• LinkedinDiscussions
• Google+Circleadds/followers
• Google+mentions
• Pinterestpinsandfollows
• KredandKloutscores
© 2012 Marketo, Inc | US +1.877.260.6586 | UK +353.1.242.3000 | www.marketo.com | www.twitter.com/marketo | blog.marketo.com 5
Short term objectives:
• PromotecontentthroughTwitter
• Segmentinfluencersandcreatelists
• UtilizepromotedTweets
• CommunicatesupportissuesfromSocialMediatosupportteam,ensurefollow-up
• Listentorelevantconversations
• Buildreputation
Short term objectives:
• Updatebloggersonaregularbasisaboutallnewthoughtleadershipandnewproducts
• Interactwith(plusinterview,video,etc)atallrelevantmarketingconferencesandlocalevents
Key Metrics:
• Followers
• Mentions
• Retweets
• RetweetReach
• RepliesReach
• Numberoflists
• SocialCapital--influenceofTwitterfollowers
• Numberofpotentialprospectssenttosales
• Posts
Key Metrics:
• Postsbysocialpress
• Referralsfromsocialpress
microBloggiNg (twitter) - X hours daily/weekly/monthly
social pr (bloggers) - X hours daily/weekly/monthly
Short term objectives:
• Updatebloggersonaregularbasisaboutallnewthoughtleadershipandnewproducts
• Interactwith(plusinterview,video,etc)atallrelevantmarketingconferencesandlocalevents
Key Metrics:
• usageofwidgets(bycount)
• Posts/mentionsaboutsocialwidgetsoffsite
• Referralsfromoffsitewidgets(ifany)
widgets - X hours daily/weekly/monthly
© 2012 Marketo, Inc | US +1.877.260.6586 | UK +353.1.242.3000 | www.marketo.com | www.twitter.com/marketo | blog.marketo.com 6
Short term objectives:Post key thought leadership to:
• Digg
• Stumbleupon
Participate in communities:
• Reviewblogsourcestoidentifyadditionalbookmarkingsitesthatmaydrivetraffic
Short term objectives:
• Addasocialelementtoeverycampaigntoexpandreachandincreaseengagement
• Sharevideos,reviews,ratings,andpolls
• Usepromotionsandconteststospreadyourmessagelikerefer-a-friendandflashdeals.
Key Metrics:
• Referralsfrombookmarking/taggingsites
• Pagesrankingonkeytermsfrombookmarking/taggingsites
• Viewsandsubmissions
Key Metrics:
• Socialprofiledatacapture
• Socialreach
• Impressions
• Socialactivityandconversions
• Influencersandfans
• CampaignperformanceandROI
• Trendsovertime
BookmarkiNg/taggiNg - X hours daily/weekly/monthly
peer to peer social shariNg apps - X hours daily/weekly/monthly
Short term objectives:
• Participateonrelevantmessageboards,blogs,andQ&Aplatforms
• Provideinsightandthoughtleadershipwithinyourcomments
• Onlyincludealink-backwhenrelevant
• Workpositivecommentsintoyourpostsandthenfollow-upwithamoredetailedplanation
• Focusonbuildingrelationships
Key Metrics:
• Increasedbrandawarenessoninfluentialblogs
• Link-backsandreferringtraffic
• Influencermentions
Blog commeNtiNg/Q&a sites - X hours daily/weekly/monthly
© 2012 Marketo, Inc | US +1.877.260.6586 | UK +353.1.242.3000 | www.marketo.com | www.twitter.com/marketo | blog.marketo.com 7
Short term objectives:
• Updatevideosonsocialvideositesandlinktocoresite
− YouTube
• CreatevideoseriesforYouTube
Short term objectives:
• Encourageemployeestoshareanyinterestingandmarketingrelevantphotosfromsocialmarketingorsalesevents
• Takepicturesofanyrelevantmarketingevents
• Utilizephotosharingsitestoshareimageswithlinksbacktoblogandcoresite
− Flickr
− Facebook Photo Gallery
− Our Blog
− Google Plus Photo Albums
Key Metrics:
• Referralsfromsocialvideosites
• Viewsofvideosonsocialsites
• PagesrankingonkeytermsfromYouTube
Key Metrics:
• Referralsfromphotosharingsites
• Viewsofphotosonsocialsites
• Pagesrankingonkeytermsfromphotosharingsites
oNliNe video - X hours daily/weekly/monthly
photo shariNg - X hours daily/weekly/monthly
Short term objectives:
• Createlistofpodcastdirectories
• Repurposewebinarcontentwhenapplicableforresourcesection,promotethroughpodcastdirectoriesandiTunes
• Recordrelevantphoneconferencesforuseaspodcasts,promotethroughpodcastdirectories
Key Metrics:
• Referralsfrompodcastdirectories
• Viewsofpodcastsifhostedonpodcastsites
podcastiNg - X hours daily/weekly/monthly
© 2012 Marketo, Inc | US +1.877.260.6586 | UK +353.1.242.3000 | www.marketo.com | www.twitter.com/marketo | blog.marketo.com 8
Short term objectives:
• CreateXSlidesharepresentationsperquarter
• Postwebinars,slidedecks,infographics
• OptimizeforSEO
• Generateviewsandleads
• MatchBuyerPersonastoSocialMediasites,adjuststrategyabovetobetterfitpersonas
• Trainsalesaboutbetteruseofsocialmedia
• Createcompanysocialmediapolicy
• DiscusssocialmediapolicywithSEOandSEMvendors
• Encourageemployeestobeactiveparticipantsinsocialmedia--don’tbeafraidtoincentivize!
Key Metrics:
• Followers
• Presentations
• Presentationviews
• Numberofleadsgenerated
• Totalviews
• Downloads
• Favorites
• Tweets
• Facebooklikes
preseNtatioN shariNg - X hours daily/weekly/monthly
additioNal Notes & oBjectives
Sample Social Media Tactical Plan
Marketo is the fastest growing provider in Revenue Performance Management. Marketo’s powerful yet easy-to-use marketing automation and sales effectiveness solutions transform how marketing and sales teams of all sizes work — and work together — to drive dramatically increased revenue performance and fuel business growth. The company’s proven technology, comprehensive services and expert guidance are helping enterprise and mid-market companies around the world to turn marketing from a cost center to a business-building revenue driver. Marketo also offers Spark by Marketo™, a new brand of marketing automation tailored specifically for small businesses – the fastest-growing and largest segment of today’s economy.
about Marketo
U.S.A. Headquarters901 Mariners Island Blvd, Suite 200San Mateo, CA 94402Tel: + 650.376.2300Fax: + 650.376.2331www.marketo.comblog.marketo.comwww.twitter.com/marketo
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