Social Media Strategy Workbook

1. Social Media Strategy Workbook Social Media Project Purpose Detailed Description of Opportunities Your organization should take advantage of the following social media opportunities within marketing: - Build a Positive Brand Image: Social media provides an alternate medium by which your organization can showcase positive aspects of your brands, employees, community involvement, and so on. If your customers are already discussing your products/services in social media, taking part in the conversation will help to ensure that you are being reflected Marketing Opportunities positively. - Increase Mind Share: Social media can reach large audiences at very low monetary cost, giving your organization another medium to promote your name. - Customer Insights: Users discuss their experiences with a company’s products and services via social media. Monitoring public social networking sites can provide valuable feedback on your products as well as feedback on competitive products for intelligence purposes. Your organization should take advantage of the following social media opportunities within sales: Sales Opportunities - Customer Insights: Consumer buying behavior can be gathered by monitoring social media sites and then used to design sales delivery models and product enhancements. At this time, your organization does not have the customer characteristics that warrant an investment in social media forCustomer Service Opportunities customer service purposes.

2. Social Media ObjectivesObjective 1 - Gain Approval for Social MediaPrograms, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve GoalsAssess Social Media Readiness Complete the Social Media Readiness Assessment Assessment Complete by end of Q1Investigate Social Media Channels and Evaluate fit # of Social Media Applications Selected 3 Social Media Applications Selected by end of Q1Create Business Plan for Social Media Business Plan Approval Approval Obtained by end of Q2Objective 2 - Establish GovernancePrograms, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve GoalsWrite Social Media Policy Document # of Employee Consent 200 Signed Letters of Consent by end of Q3Provide Training to Employees # of Employees Trained 200 Employees trained by end of Q3Create a Metrics Program # of KPIs Selected and Tracked 6 KPIs Selected and Tracked by end of Q4Objective 3 - Integrate Social Media TechnologyPrograms, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve GoalsResearch & evaluate social media technology # hours required to evaluate technology <100 hours required by end of Q2Select the appropriate social media technology $ required for technology <$50,000 invested by end of Q3 Social Media ObjectivesObjective 1 - Gain Approval for Social MediaPrograms, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve GoalsAssess Social Media Readiness Complete the Social Media Readiness Assessment Assessment Complete by end of Q1Investigate Social Media Channels and Evaluate fit # of Social Media Applications Selected 3 Social Media Applications Selected by end of Q1Create Business Plan for Social Media Business Plan Approval Approval Obtained by end of Q2Objective 2 - Establish GovernancePrograms, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve GoalsWrite Social Media Policy Document # of Employee Consent 200 Signed Letters of Consent by end of Q3Provide Training to Employees # of Employees Trained 200 Employees trained by end of Q3Create a Metrics Program # of KPIs Selected and Tracked 6 KPIs Selected and Tracked by end of Q4Objective 3 - Integrate Social Media TechnologyPrograms, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve GoalsResearch & evaluate social media technology # hours required to evaluate technology <100 hours required by end of Q2Select the appropriate social media technology $ required for technology <$50,000 invested by end of Q3

3. Channel ScorecardChannel #1 - FacebookPrograms, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve GoalsCreate a Promotional "App" for Fans # coupon codes redeemed 1,000 coupon codes redeemed by end of Q2Optimize Timeline for Lead Generation with Pins # leads generated 5,000 leads generated by end of Q2Create a Cause Marketing "App" for Facebook Page $ raised for charity of choice 1M raised by end of Q4Channel #2 - LinkedInPrograms, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve GoalsEstablish a Thought Leadership Group # members 10,000 members by end of Q3Create a Company Page with tabs for Products # Product Tabs 10 Product tabs by end of Q4Conduct Market Research using LinkedIn Polls # respondents 5,000 respondents by end of Q1 next yearChannel #3 - TwitterPrograms, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve GoalsTwitter Only Promotions & Discounts # promo codes used 10,000 promo codes used by end of Q1 next yearTwitter Promoted Account Campaign # new followers 15,000 new followers by end of Q4Channel #4 - Pinterest Channel ScorecardChannel #1 - FacebookPrograms, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve GoalsCreate a Promotional "App" for Fans # coupon codes redeemed 1,000 coupon codes redeemed by end of Q2Optimize Timeline for Lead Generation with Pins # leads generated 5,000 leads generated by end of Q2Create a Cause Marketing "App" for Facebook Page $ raised for charity of choice 1M raised by end of Q4Channel #2 - LinkedInPrograms, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve GoalsEstablish a Thought Leadership Group # members 10,000 members by end of Q3Create a Company Page with tabs for Products # Product Tabs 10 Product tabs by end of Q4Conduct Market Research using LinkedIn Polls # respondents 5,000 respondents by end of Q1 next yearChannel #3 - TwitterPrograms, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve GoalsTwitter Only Promotions & Discounts # promo codes used 10,000 promo codes used by end of Q1 next yearTwitter Promoted Account Campaign # new followers 15,000 new followers by end of Q4Channel #4 - Pinterest

4. Programs, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve GoalsContent Marketing - Pin eBooks to Landing Page # leads generated 5,000 leads generated by end of Q2Content Marketing - Pin Infographics to Landing Page # leads generated 10,000 leads generated by end of Q3 Programs, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve GoalsContent Marketing - Pin eBooks to Landing Page # leads generated 5,000 leads generated by end of Q2Content Marketing - Pin Infographics to Landing Page # leads generated 10,000 leads generated by end of Q3