SOCIAL MEDIA

STRATEGIC PLANNING
IWU Small Business and Youth Build
BRIAN HUONKER, MS, CHFC, CLU

Digital and Traditional Marketing | Content

Strategy | Social Media | UX | Designer |
Educator | Consultant
• huonks.com
• linkedin.com/in/brianhuonker
• slideshare.net/bkhuonker/
(The one thing to remember)
SOCIAL MEDIA
STRATEGIC PLANNING
IWU Small Business and Youth Build
SOCIAL MEDIA
STRATEGIC PLANNING
Traditional marketing channels are becoming less
effective in capturing and engaging the attention of today’s
perpetually connected consumers.
The challenge of today’s brands is to adapt their
marketing strategies in an effort to build brand advantage in
the face of consumers’ rapidly changing media
consumption landscape.
In addition, today’s millennial generation does not trust
traditional advertisements, only 6% of millennials
consider on-line advertising to be credible.
Branded content will allow brands to meet this challenge,
building a trusted, remarkable, unmistakable, and
essential brand in the eye of the consumer.
SOCIAL MEDIA STRATEGIC PLANNING

◻ We know people
share stories that:
¤ Are native, not
deceptive
¤ Are individual, and
ready to evolve
¤ Deliver on emotion
¤ Reserve judgment
¤ Act like the locals
SOCIAL MEDIA STRATEGIC PLANNING

◻ They share stories

that help them
¤ Solve a problem
¤ Escape for the moment
¤ Fuel their creativity and
play
¤ Spotlight pop culture
¤ Discover new things
¤ Succeed
SOCIAL MEDIA STRATEGIC PLANNING

◻ So, as a business we present content that:

◻ Captures the brand’s persona through branded

storytelling.
◻ Enables social sharing through brand
advocates.
◻ Enables brand discovery through consumer

exploration.
◻ Connects the brand to consumers in context

through cultural, relevant and valuable content.

◻ Changes and enhances the consumer
experience.
SOCIAL MEDIA STRATEGIC PLANNING
SOCIAL MEDIA
STRATEGIC PLANNING

But How Do You Do

This?
SOCIAL MEDIA STRATEGIC PLANNING

◻ Start With Profiling Your Audience

◻ Brainstorm them.

◻ Create profiles of them (and have fun)

◻ Discover where they are at

◻ Do they use Twitter (Does anyone?), LinkedIn, Instagram,

Email (not if they under 20), etc…

◻ They might have different personalities on them, uses them
differently
◻ Allows for the “like” to happen. Not the button, but the

relationship.
◻ Once you create a connection, you begin a relationship

◻ Once a relationship, conversations can happen

◻ Once, conversations begin, trust is established

SOCIAL MEDIA STRATEGIC PLANNING

◻ Then Set Your Social

Media Goals/Objectives
¤ What do you want to
achieve with social
media?
¤ Do your social media
objectives align with your
overall company vision,
mission and marketing
strategy
¤ Should they align it to
other campaign goals
¤ Are your objectives
S.M.A.R.T: specific,
measurable, attainable,
relevant, and time-bound?
SOCIAL MEDIA STRATEGIC PLANNING

◻ Audit your current

social media status.
¤ What social profiles do
you currently manage?
¤ Which social media
platforms do you want to
participate in.
¤ Is control over the
passwords centralized?
Should any accounts be
deleted?
¤ Do they currently align
to your goals and
objectives?
¤ What is the mission
statement of each of your
social profiles?
SOCIAL MEDIA STRATEGIC PLANNING

Blog ◻ Key Metrics

◻ Objectives ◻ X number of posts
◻ Increase brand awareness ◻ X number of bloggers
◻ Increase thought leadership throughout ◻ X number of social shares
your industry
◻ Audience growth—unique and return
◻ Encourage comments and engagement
visitors
◻ Lead generation through blog
subscription ◻ Conversions
◻ External linking ◻ Subscriber growth
◻ Action Items ◻ Inbound links
◻ Choose managing editor to own the blog ◻ Directory listings for infographics
◻ Choose a blogging platform ◻ SEO improvement
◻ Create an internal blog evangelist
program to get employees to contribute
◻ Decide on a weekly cadence
◻ Recruit guest bloggers
◻ Add social sharing icons
◻ Add a Tweet This button
◻ Promote each blog on social channels
SOCIAL MEDIA STRATEGIC PLANNING

Facebook ◻ Key Metrics

◻ Objectives ◻ X number of posts per day
◻ Brand awareness and engagement ◻ Page follows
◻ Lead generation or customer ◻ Likes
acquisition
◻ Engagement and comments
◻ Share a mix of relevant links, blog ◻ Referring traffic
posts, and engaging content
◻ Shares
◻ Promote upcoming events
◻ Lead generation/new customers
◻ Engage with influencers
◻ Action Items
◻ Choose owner for all of social media
◻ Set up social media posting cadence
◻ Choose a social media management
platform
◻ Determine social media voice
◻ √ Set up sponsored posts and ads
◻ Set up Facebook tabs that sync to your
marketing automation platform
SOCIAL MEDIA STRATEGIC PLANNING

Twitter ◻ Key Metrics

◻ Objectives ◻ X number of posts
◻ Brand awareness and engagement ◻ Followers
◻ Lead generation or customer acquisition
◻ Mentions
◻ Share a mix of relevant links, blog posts,
and engaging content ◻ Retweets
◻ Segment influencers and create lists ◻ Number of lists
◻ Communicate issues from social media to ◻ Hashtag usage
support team and ensure follow-up
◻ Influence of Twitter followers
◻ Listen and respond to relevant
conversations
◻ Lead generation or customer
acquisition
◻ Build reputation
◻ Referring traffic
◻ Action Items
◻ Choose owner for all of social media
◻ Favorited tweets

◻ Set up social media posting cadence

◻ Choose a social media management
platform
◻ Determine social media voice
◻ Utilize promoted tweets and pinned tweets
◻ Set up Twitter Lead Generation cards
SOCIAL MEDIA STRATEGIC PLANNING

LinkedIn ◻ Key Metrics

◻ Objectives ◻ X number of posts per day
◻ Brand awareness and engagement ◻ Page follows
◻ Lead generation or customer acquisition ◻ Comments, likes, and shares
◻ Share a mix of relevant links, blog posts,
◻ Group participation
and engaging content
◻ Promote upcoming events ◻ Referring traffic
◻ Engage with influencers ◻ Lead generation/new customers
◻ Action Items
◻ Choose owner for all of social media
◻ Set up social media posting cadence
◻ Choose a social media management
platform
◻ Determine social media voice
◻ Create and join relevant groups
◻ Encourage employee participation
◻ Monitor and participate in Q&A
◻ Set up sponsored posts and ads
SOCIAL MEDIA STRATEGIC PLANNING

Image Based (Instagram/Pinterest) ◻ Key Metrics

◻ Objectives ◻ Referral traffic
◻ Brand awareness and engagement
◻ Shares and comments
◻ Engagement with visual assets
◻ View of photos
◻ Showcase products
◻ Showcase company culture, marketing events ◻ Page rankings on key terms from photo
sharing sites
◻ Link back to website, blog, and other content
assets ◻ Product purchasing and lead
◻ Share a mix of relevant imagery—both brand- generation
related and fun
◻ Action Items
◻ Choose owner for all of social media
◻ Set up social media posting cadence
◻ Choose a social media management platform
◻ Determine social media voice
◻ Determine ownership of photo sites
◻ Decide on general branding guidelines for
photos
◻ Encourage employees to participate and share
their own photos
SOCIAL MEDIA STRATEGIC PLANNING

YouTube/Vimeo ◻ Key Metrics

◻ Objectives ◻ X number of presentations
◻ Brand awareness
◻ Followers
◻ Engagement with visual content assets
◻ Views
◻ Lead generation and customer acquisition
◻ SEO optimization ◻ Shares
◻ Generate additional content views ◻ Lead generation and customer
◻ Action Items acquisition
◻ Choose owner for all of social media ◻ Downloads
◻ Set up social media posting cadence ◻ Favorites
◻ Choose a social media management platform
◻ Determine social media voice
◻ Determine ownership for visual content on
SlideShare
◻ Work on regular SlideShare presentation
creation
◻ Choose agency for stellar design
◻ Turn on the forms feature in SlideShare so you
can sync leads to your marketing automation
platform
SOCIAL MEDIA STRATEGIC PLANNING

◻ Create or improve
your social media
profiles.
¤ Are your profiles filled
out properly and
thoroughly?
¤ Are all of the accounts
and profiles on
brand?
¤ Would a new visitor
follow me after seeing
this profile?
SOCIAL MEDIA STRATEGIC PLANNING

◻ Develop your content strategy.

¤ What types of content do you want to post to each social network? Who
is the target audience?
¤ How often will you post content and how will you promote it
¤ Do you have an editorial calendar and a social media content calendar?
SOCIAL MEDIA STRATEGIC PLANNING

◻ Define What Success

Means, Short and Long-
Term.
¤ Are people sharing the
content with their
networks? Metrics:
Number of shares,
number of Tweets,
number of Pins, etc.
¤ Is your audience
interested in learning
more? Metrics:
Requests for additional
information, completion
of content forms, traffic
to your site.
SOCIAL MEDIA STRATEGIC PLANNING

◻ Define What Success

Means, Short and Long-
Term.
¤ Is the audience engaging
with the content? Metrics:
number of comments, shares,
downloads, likes along side
time on page, pages per visits,
repeat visits
¤ What sources are driving
your on-site traffic? Metrics:
Keyword performance,
referrals, organic search
results, campaign traffic
¤ Or other consumption/brand
metrics like:
■ Increase in conversions
■ Increase in organic traffic to
targeted digital
■ Increase in audience
engagement
■ increase in brand awareness
SOCIAL MEDIA STRATEGIC PLANNING

◻ Prepare to Monitoring your

social media channels.
¤ See complaints and address
them immediately
¤ Share the compliments (with a
simple “Thank You”)
¤ Help solve customer problems
(and let others see)
¤ Answer questions
¤ Know what’s next
¤ Manage crisis (before they
escalate)
¤ Monitor the competition
¤ Spot the trends
¤ Discover your influencers
(brand advocates)
¤ Reach potential prospects
SOCIAL MEDIA STRATEGIC PLANNING

◻ Use analytics to track progress and adjust

your strategy as need.
¤ Have you established the metrics by which
you'll measure social media success?
¤ Do you have an analytics or measurement tool
prepared to track these metrics?
¤ How often will you analyze your results?
¤ Are you prepared to quickly change your
strategy in response to these results?
SOCIAL MEDIA
STRATEGIC PLANNING
IWU Small Business and Youth Build
SOCIAL MEDIA STRATEGIC PLANNING

◻ EXERCISE 1: Set Your Content Marketing

Goals/Objectives
◻ What do you want to achieve with social

media?
◻ Do your social media objectives align with
your overall company vision, mission and
marketing strategy
◻ Are your objectives S.M.A.R.T: specific,
measurable, attainable, relevant, and time-
bound?
SOCIAL MEDIA STRATEGIC PLANNING

◻ EXERCISE 2: Audit Your Current Social

Media Footprint
◻ What social profiles do you currently

manage?
◻ Is control over the passwords centralized?
Should any accounts be deleted?
◻ What is the mission statement of each of

your social profiles?

◻ How does this align with your goals and

objectives?
SOCIAL MEDIA STRATEGIC PLANNING

◻ EXERCISE 3: Create And/Or Improve Your

Social Media Profiles
◻ Are your profiles filled out properly and

thoroughly?
◻ Are all of the accounts and profiles on
brand?
◻ Would a new visitor follow me after seeing

this profile?
SOCIAL MEDIA STRATEGIC PLANNING

◻ EXERCISE 4: Research The Competition

◻ Search up any other social media profiles that

is representing your company that you don’t

own (imposters). Report them.
◻ Search up any competitors.

◻ Follow them, note what they are posting and

what they are successful with.

◻ Search up any suppliers.

◻ Follow them, note what they are posting and

what they are successful with.

SOCIAL MEDIA STRATEGIC PLANNING

◻ EXERCISE 5: Set Up the Guide Rails

◻ Rules for when to create/participate in new

social media channels.

◻ Rules for when to respond to comments.
SOCIAL MEDIA STRATEGIC PLANNING

◻ EXERCISE 6: Identify The Platforms You

That Are In Alignment With Your Goals
◻ Evaluate the needs for all your social media

profiles and create a mission statement for

each. For example: Instagram Profile—To
share company culture and company
achievements.
SOCIAL MEDIA STRATEGIC PLANNING

◻ EXERCISE 7: Develop Your Content Strategy For

Each Platform.
◻ What types of content do you want to post to each

social network? Who is the target audience?

◻ Photos?

◻ Blog or Microblog Post?

◻ Video?

◻ How often will you post content and how will you

promote it
◻ Record it in a content calendar

(http://www.huonks.com/downloads/sample-content-
calendar.xlsx)
SOCIAL MEDIA STRATEGIC PLANNING

◻ EXERCISE 8: Plan it out. Plan it out. Plan it

out
◻ Create a spreadsheet and write down all the

social networks you own and the owner for

each.
◻ Ensure your images are sized correctly

◻ Facebook Image Sizes

◻ Others (Twitter, Instagram, LinkedIn,

Pinterest, YouTube, etc…)
SOCIAL MEDIA STRATEGIC PLANNING

◻ EXERCISE 9: Review it
◻ With your leadership.

◻ With your co-workers.

◻ With your brand advocates.

SOCIAL MEDIA STRATEGIC PLANNING

◻ EXERCISE 10: Determine How You Measure

Success
◻ Have you established the metrics by which
you'll measure social media success?
◻ Do you have an analytics or measurement tool
prepared to track these metrics?
◻ How often will you analyze your results?

◻ Are you prepared to quickly change your

strategy in response to these results?
◻ Adjust your strategy as needed.