Social Media Marketing Plan

Sample Plan with SWOT Analysis

This document offers some suggestions on how to evaluate and include social media in your marketing plan.

I. Objectives
Build awareness and reputation of Company XYZ to identify new business prospects. Establish ourselves as experts in
our industry. Reinforce and maintain our brand integrity in all social media communications.

II. Target Audience

Example: Our target audience is start up small businesses in the US seeking motivation and advice.

III. Key Strategies

Example:
a. Develop company blog via wordpress
b. Build Twitter, Linked in and Face Book Profile; Create a YouTube video on our specialty

IV. Customer Segmentation

Example: List your customers segments: Start-Up Businesses, Established Businesses geographics

V. Communication Strategy
State the theme of messages you will share i.e. Free tips and strategies for small businesses.

VI. Competition
Evaluate your competition’s social media marketing plan and communications strategy. Develop your strategy to
improve upon your competitor and differentiate your company. Identify a niche.

VII. Marketing Calendar

Example: Our target audience is start up small businesses seeking motivation and advice
Copyright 2009 Key Point Marketing Consultants, LLC
 Evaluate & Rank
1. First, create a comprehensive list of social media
2. Next, evaluate each social media strategy to determine your customer’s level of engagement. You should
understand the objectives of each social media strategy and ensure as well as the rules and protocols associated
with each. This information will be discovered through your marketing research including customer surveys.
3. Next, rank the social media in relation to the each other.
4. Indicate if your competitors have a presence in the space.
5. Make a go-no go decision
6. Set a Launch Date

Social Media Customer Level of Competitor Rank Implement? Launch Date

Engagement Using Strategy?
Twitter (mico-blog) High Yes 3 Yes ASAP
Linked In High Yes 2 Yes ASAP
Facebook Medium Yes 4 Yes ASAP
You Tube Low No 5 Maybe TBD
Plaxo Medium No 6 No N/A
Bebo Low No 7 No N/A
Ning Low No 8 No N/A
Company Blog N/A Yes 1 Yes 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 begin to outline the details of your strategy.
2. Determine the frequency of how often 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. Define your measures of success.

Social Media Strategy Update Key Messaging Strategy Objectives Measures of

Frequency Success
Twitter (mico-blog) Daily Tips and Strategies for Drive to Blog; collect email; 1500 Followers
Small Business Owners Schedule consultation 2000 Follow
Linked In Weekly Tips and Strategies for Drive to Blog; collect email; 20 New
Small Business Owners Schedule consultation connections
per week
Facebook Daily Tips and Strategies for Drive to Blog; collect email; Fan Page; 20
Small Business Owners Schedule consultation new friends
per week
Company Blog Weekly Tips and Strategies for Collect email; Schedule SEO drive to
Small Business Owners consultation; sales call 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 Weaknesses
•Customer Target has •Time to Maintain
High Engagement and update
•Free •"Friends must
•Easy to Maintain accept invitation
•Control Messaging
•High level of
influcence

Opportunities Threats
•Build Branding •Complaints
•Build Awareness •Carefully pick
•Differentiate connections
•Beat Compettion •"Friends" may post
negative info

Copyright 2009 Key Point Marketing Consultants, LLC