Social Media Marketing Plan Sample Plan with SWOT Analysis This document offers some suggestions on how

to evaluate and include social medi a in your marketing plan. I. Objectives Build awareness and reputation of Compan y XYZ to identify new business prospects. Establish ourselves as experts in our industry. Reinforce and maintain our brand integrity in all social media communi cations. Target Audience Example: Our target audience is start up small business es in the US seeking motivation and advice. Key Strategies Example: a. Develop c ompany blog via wordpress b. Build Twitter, Linked in and Face Book Profile; Cre ate a YouTube video on our specialty Customer Segmentation Example: List your cu stomers segments: Start-Up Businesses, Established Businesses geographics Commun ication Strategy State the theme of messages you will share i.e. Free tips and s trategies for small businesses. Competition Evaluate your competitions social med ia marketing plan and communications strategy. Develop your strategy to improve upon your competitor and differentiate your company. Identify a niche. Marketing Calendar Example: Our target audience is start up small businesses seeking moti vation and advice Copyright 2009 Key Point Marketing Consultants, LLC II. III. IV. V. VI. VII.

Evaluate & Rank 1. First, create a comprehensive list of social media 2. Next, evaluate each soc ial media strategy to determine your customers level of engagement. You should un derstand the objectives of each social media strategy and ensure as well as the rules and protocols associated with each. This information will be discovered th rough your marketing research including customer surveys. 3. Next, rank the soci al media in relation to the each other. 4. Indicate if your competitors have a p resence in the space. 5. Make a go-no go decision 6. Set a Launch Date Social Me dia Twitter (mico-blog) Linked In Facebook You Tube Plaxo Bebo Ning Company Blog Customer Level of Engagement High High Medium Low Medium Low Low N/A Competitor Using Strategy? Yes Yes Yes No No No No Yes Rank 3 2 4 5 6 7 8 1 Implement? Yes Yes Yes Maybe No No No Yes Launch Date ASAP ASAP ASAP TBD N/A N/A N/A ASAP Copyright 2009 Key Point Marketing Consultants, LLC

Social Media - Strategy Details 1. Based on your list on the social networking sites you will participate in beg in to outline the details of your strategy. 2. Determine the frequency of how of ten you will participate and provide updates to your profiles 3. Define your key messaging strategy what is the content you will provide. Is it relevant to your target? How does it differ 4. What are your objectives? Get new clients 5. Defi ne your measures of success. Social Media Strategy Twitter (mico-blog) Linked In Facebook Company Blog Update Frequency Daily Weekly Daily Weekly Key Messaging Strategy Tips and Strategies for Small Business Owners Tips and St rategies for Small Business Owners Tips and Strategies for Small Business Owners Tips and Strategies for Small Business Owners Objectives Drive to Blog; collect email; Schedule consultation Drive to Blog; co llect email; Schedule consultation Drive to Blog; collect email; Schedule consul tation Collect email; Schedule consultation; sales call Measures of Success 1500 Followers 2000 Follow 20 New connections per week Fan P age; 20 new friends per week SEO drive to blog Copyright 2009 Key Point Marketing Consultants, LLC

Social Media SWOT ANALYSIS: Facebook 1. It is a good idea to conduct a SWOT Analysis on each of the social networking sites. 2. Below is an example of one done for Facebook Strengths Customer Target has High Engagement Free Easy to Maintain Control Messaging High leve l of influcence Weaknesses Time to Maintain and update "Friends must accept invitation Opportunities Build Branding Build Awareness Differentiate Beat Compettion Threats Complaints Carefully pick connections "Friends" may post negative info Copyright 2009 Key Point Marketing Consultants, LLC