Social Media Marketing Plan

1. Social Media Marketing Plan October 5, 2010

2. SOCIAL MEDIA OPPORTUNITY MODEL Goal: Identify your top social media priorities by pinpointing gaps between your social media potential and maturity. Capabilities Defined: Listen: We use social media to capture insights and feedback from our target stakeholders / customers. Talk: We use social media to share information with our target stakeholders. Connect: We use social media to build relationships with and among our target stakeholders/customers. Collaborate: We use social media to help our stakeholders/customers solve problems and share ideas with us. Energize: We use social media to spark advocacy and drive positive viral messages. Social Media Capabilities Talk Connect Collaborate Energize Listen Social Media Potential Current State of Practice (Maturity) Top Social Media Priorities (Opportunity)

3. THREE DRIVERS OF SOCIAL MEDIA POTENTIAL Social Media Potential is a function of your stakeholder behaviors, business objectives, and industry dynamics. Potential Components with Sample Factors Importance of social media competencies to achieving business objectives • The potential index is driven by questions you answered about stakeholder traits, business objectives, and industry dynamics. • The potential index is calculated for each of five social media activities: • - Listen • - Talk • - Connect • - Collaborate • - Energize • Additionally, we calculate overall social media potential for stakeholder groups you identified as most important. Business Objectives 33% Current use of social media by stakeholder Stakeholder Behaviors 33% Industry Dynamics 33% Impact of regulation on ability to use social media Extent that social media shapes stakeholder perceptions Potential Index calculated for each of five social media activities • Talk • Connect • Collaborate • Energize • Listen Potential Index also calculated for your selected stakeholder groups • Media • Opinion Leaders • NGOs/Activists • Investors • Customers

4. Recommendations Recommendation: Boost your social media listening system Listening to how your stakeholders use social media and what they say is the first step towards social media maturity. The goal is to do more than just monitoring—set up a listening system to identify patterns and insights, and then establish processes or protocols to get the insight to the right part of the organization for action. Listen strategically by first considering your audience’s needs and goals • Use of social media differs across groups, so don’t ignore demographic information | Use Forrester’s free technographics profile tool for consumer audiences or business audiences • Get a feel for social media activity with free “self service” tools • Receive email reports on the latest relevant Google hits for a word or term related to your company | Google Alerts • Monitor blog post mentions of your brand or other important terms, and track activity across time | Technorati • Track activity for up to 10 terms across any of 14 media sources | Trendrr Free • See who is talking about your company and view a map of geographic hotspots | 30 Day Trial of Jodange Top of Mind Assess other medium or higher cost monitoring vendors • A moderately priced vendor may be a good choice, especially if you have limited manpower. If your stakeholders are especially active in social media on topics that matter to your organization AND you have the budget, also look at the higher cost options. | Check out comprehensive vendor profiles of social media monitoring tools and vendors. • EXAMPLES • Hear how Sony Europe and Time Warner Cable monitor online conversations. Access the replay here. • Learn from this example from Best Buy and see how they effectively listen to employee conversations in internal social media.

5. Strategic Communications

6. How Defense IQ Uses Social Media Telling recipients To forward to their colleagues AND to join LinkedIn

7. How IDGA Uses Social Media Telling recipients To forward to their colleagues AND to follow them on Twitter

8. Using Social Media On Website Social Media News Rooms RSS feed to push information to Subscribers Ability to connect With Company via social media

9. 2011 Social Media Marketing Plan

10. Social Media Marketing Plan…CONTINUED

11. Social Media Branding Strategy • Cultivate • Social media is a living organism. Same for the brand. Alignment, not consistency is the basis of a living brand. • As the brand grows, no decision should be made without asking, “Will it help or hurt the brand?” • Document and disseminate brand knowledge to everyone in the company • Transfer of knowledge to new managers

12. Social Media Branding Strategy COMMUNICATION MODEL MESSAGE RECEIVER SENDER • Design Avatar/icons • Trademarks • Package Design – emotional design for right-brained thinking • Why to buy message • Include social media links • Messaging - Differentiating • Who are you? | What do you do? | Why does it matter? • Innovate: Packaging is the last and best chance to influence a buying decision • Concept Testing • Focus Groups • Quantitative Research • Measure

13. Christine Martin cmm4rtin@gmail.com 512-694-4321