Tactical Plan - Sample Social Media Tactical Plan This plan...

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Unformatted text preview: Sample Social Media Tactical Plan This plan includes the tactical objectives to be used to accomplish two primary goals of social media: 1. increase unique traffic to X.com and 2. convert anonymous traffic to known visitors by promoting premium content to visitors from social media sites via free content. BlogX hours daily/weekly/monthly............................................................................................................. 2 Social NetworksX hours daily/weekly/monthly.......................................................................................... 2 Microblogging (Twitter)X hours daily/weekly/monthly ............................................................................. 3 Social Press (Bloggers)X hours daily/weekly/monthly................................................................................ 3 WidgetsX hours daily/weekly/monthly ...................................................................................................... 4 Bookmarking/TaggingX hours daily/weekly/monthly ................................................................................ 4 Crowdsourcing/VotingX hours daily/weekly/monthly ............................................................................... 5 Commenting/Forums/Wikis/Rating and Review sitesX hours daily/weekly/monthly...............................5 Online VideoX hours daily/weekly/monthly............................................................................................... 5 Photo sharingX hours daily/weekly/monthly ............................................................................................. 6 PodcastingX hoursdaily/weekly/monthly..................................................................................................6 Presentation SharingX hoursdaily/weekly/monthly..................................................................................7 Additional Notes and Objectives .................................................................................................................. 7 o Insert actions to be taken here o Example: X number of posts o Blog publication schedule o Add RSS button Increase engagement Insert actions to be taken here Example: Encourage comments, forum pages, etc o o Key Metrics: e Number of posts @ Audience growth unique and returns Conversation rate Conversions fl Subscribers Inbound links ` Technorati, Alltop, and other directory listings Improvements SEO Social NetworksX hours daily/weekly/monthly Short term objectives: Facebook fan page o Insert strategy here o Items like create a group, encourage interaction, create content o Also, participate in others groups o o o e ffd8ffe000104a4649460001020100c800c80000ffe20c58494 3435f50524f46494c4500010100000c484c696e6f021000006 d6e74725247422058595a2007ce000200090006003100006 16373704d534654000000004945432073524742000000000 0000000000000000000f6d6000100000000d32d4850202000 000000000000000000000000000000000000000000000000 000000000000000000000000000000000000000000001163 707274000001500000003364657363000001840000006c77 747074000001f000000014626b70740000020400000014725 8595a00000218000000146758595a0000022c00000014625 8595a0000024000000014646d6e640000025400000070646 d6464000002c400000088767565640000034c000000867669 6577000003d4000000246c756d69000003f8000000146d656 1730000040c0000002474656368000004300000000c725452 430000043c0000080c675452430000043c0000080c6254524 30000043c0000080c7465787400000000436f707972696768 74202863292031393938204865776c6574742d5061636b61 726420436f6d70616e7900006465736300000000000000127 35247422049454336313936362d322e31000000000000000 000000012735247422049454336313936362d322e3100000 000000000000000000000000000000000000000000000000 0 LinkedIn Insert strategy here Items like create a group, encourage interaction, create content Also, participate in Q&A, other groups, etc Referrals from social networks Friends on Social Networks Compile list of company Key Metrics: Twitter users Promote company blog post through corporate account Communicate support issues from social media to support team, ensure ffd8ffe000104a46494600010 101006100610000ffe20c5849 101006200600000ffe20c5849 ffd8ffe000104a46494600010 followup Build reputation Promote other social networking activities/sites through Twitter 43435f50524f46494c4500010 43435f50524f46494c4500010 6d6e74725247422058595a200 7ce0002000900060031000061 ffd8ffe000104a464946000 07ce00020009000600310000 6373704d5346540000000049 10101006000600000ffe20c5 Key Metrics: 454320735247420000000000 616373704d53465400000000 84943435f50524f46494c450 000000000000000000f6d6000 e Friends/Followers 494543207352474200000000 0010100000c484c696e6f021 100000000d32d48502020000 X 2nd order followers (follower's follower count) 00000000000000000000f6d60 000006d6e74725247422058 000000000000000000000000 Velocityavg. of firstand secondorder followers attracted per day since the 00100000000d32d485020200 595a2007ce0002000900060 000000000000000000000000 account was 000000000000000000000000 0310000616373704d534654 000000000000000000000000 000000000000000000011637 00000000494543207352474 established 000000000000000000000000 072740000015000000033646 20000000000000000000000 h Social Capital influence of twitter followers 000000000000000000000000 57363000001840000006c777 000000f6d6000100000000d h Centralization how much influence (reach) is invested in a small number of 47074000001f000000014626b 000000000000000000000116 32d48502020000000000000 707400000204000000147258 followers 370727400000150000000336 00000000000000000000000 595a00000218000000146758 Pages ranking on key terms from microblogging sites 00000000000000000000000 4657363000001840000006c7 595a0000022c0000001462585 00000000000000000000000 7747074000001f00000001462 95a0000024000000014646d6e 00000000000001163707274 640000025400000070646d64 6b7074000002040000001472 Social Press (Bloggers)X hours daily/weekly/monthly 00000150000000336465736 64000002c400000088767565 58595a000002180000001467 3000001840000006c777470 640000034c00000086766965 Short term objectives 58595a0000022c0000001462 77000003d4000000246c756d 74000001f000000014626b7 e Update bloggers on a regular basis about all new thought leadership and new 58595a000002400000001464 69000003f8000000146d65617 07400000204000000147258 30000040c000000247465636 products Interact with (plus interview, video, etc) at all relevant marketing 595a0000021800000014675 6d6e64000002540000007064 8000004300000000c7254524 8595a0000022c0000001462 conferences and local events 6d6464000002c40000008876 30000043c0000080c67545243 58595a00000240000000146 7565640000034c0000008676 0000043c0000080c625452430 46d6e640000025400000070 Key Metrics: e Posts by social press about Marketo Referrals from social press 000043c0000080c7465787400 696577000003d4000000246c 646d6464000002c40000008 000000436f707972696768742 756d69000003f8000000146d6 8767565640000034c000000 028632920313939382048657 8676696577000003d400000 561730000040c00000024746 76c6574742d5061636b61726 0246c756d69000003f80000 420436f6d70616e7900006465 56368000004300000000c725 00146d6561730000040c000 736300000000000000127352 452430000043c0000080c675 47422049454336313936362d 00024746563680000043000 452430000043c0000080c625 322e31000000000000000000 00000c725452430000043c0 452430000043c0000080c746 000012735247422049454336 000080c675452430000043c 313936362d322e3100000000 5787400000000436f70797269 0000080c625452430000043 000000000000000000000000 c0000080c74657874000000 676874202863292031393938 0000000000000000000000 6d6e74725247422058595a20 100000c484c696e6f02100000 100000c484c696e6f02100000 00436f70797269676874202 204865776c6574742d506163 6b61726420436f6d70616e790 86329203139393820486577 6c6574742d5061636b61726 000646573630000000000000 420436f6d70616e79000064 012735247422049454336313 65736300000000000000127 35247422049454336313936 936362d322e3100000000000 362d322e310000000000000 000000000001273524742204 00000000012735247422049 9454336313936362d322e310 454336313936362d322e310 000000000000000000000000 00000000000000000000000 000000000000000000000000 00000000000000000000000 00000 0000000 Short term objectives: e Creation of widgets ) Distribution of widgets Key Metrics e Usage of widgets (by count) p Posts/Mentions about social widgets offsite , Referrals from offsite widgets (if any) Bookmarking/TaggingX hours daily/weekly/monthly Short term objectives: Post key thought leadership (resources and blog posts) Delicious Sphinn Reddit h Digg 6 Stumbleupon 6 FriendFeed ffd8ffe000104a46494600010201009600960000ffe 20c584943435f50524f46494c4500010100000c484c 696e6f021000006d6e74725247422058595a2007ce0 0020009000600310000616373704d5346540000000 049454320735247420000000000000000000000000 000f6d6000100000000d32d4850202000000000000 000000000000000000000000000000000000000000 000000000000000000000000000000000000000001 163707274000001500000003364657363000001840 000006c77747074000001f000000014626b7074000 00204000000147258595a000002180000001467585 95a0000022c000000146258595a000002400000001 4646d6e640000025400000070646d6464000002c40 0000088767565640000034c0000008676696577000 003d4000000246c756d69000003f8000000146d656 1730000040c0000002474656368000004300000000 c725452430000043c0000080c675452430000043c0 000080c625452430000043c0000080c74657874000 00000436f707972696768742028632920313939382 04865776c6574742d5061636b61726420436f6d706 16e790000646573630000000000000012735247422 049454336313936362d322e3100000000000000000 0000012735247422049454336313936362d322e310 000000000000000000000000000000000000000000 00000000000 ffd8ffe000104a4649460001020100c800c80000ff e20c584943435f50524f46494c4500010100000c4 Review blog sources to identify additional bookmarking sites that 84c696e6f021000006d6e74725247422058595a20 may drive traffic 07ce00020009000600310000616373704d534654 0000000049454320735247420000000000000000 000000000000f6d6000100000000d32d485020200 0000000000000000000000000000000000000000 0000000000000000000000000000000000000000 0000000000000116370727400000150000000336 4657363000001840000006c77747074000001f000 000014626b707400000204000000147258595a00 000218000000146758595a0000022c0000001462 58595a0000024000000014646d6e640000025400 000070646d6464000002c4000000887675656400 00034c0000008676696577000003d4000000246c 756d69000003f8000000146d6561730000040c000 0002474656368000004300000000c72545243000 0043c0000080c675452430000043c0000080c6254 52430000043c0000080c7465787400000000436f7 0797269676874202863292031393938204865776 c6574742d5061636b61726420436f6d70616e7900 0064657363000000000000001273524742204945 4336313936362d322e3100000000000000000000 0012735247422049454336313936362d322e3100 0000000000000000000000000000000000000000 000000000000 Key Metrics: e Referrals from bookmarking/tagging sites Pages ranking on key terms from bookmarketing/tagging sites ffd8ffe000104a464 94600010201007f00 7f0000ffe20c584943 435f50524f46494c4 ffd8ffe000104a4649460001020100 595a2007ce000200 5f005f0000ffe20c584943435f50524f 0900060031000061 Key Metrics: 46494c4500010100000c484c696e6f 6373704d53465400 e Referrals and Visits from Crowdsouring/Voting sites 021000006d6e74725247422058595 0000004945432073 ffd8ffe000104a46494600010201 a2007ce00020009000600310000616 005f005f0000ffe20c584943435f50 5247420000000000 524f46494c4500010100000c484c Commenting/Forums/Wikis/Rating and Review sitesX hours373704d5346540000000049454320 0000000000000000 73524742000000000000000000000 696e6f021000006d6e7472524742 daily/weekly/monthly 00f6d600010000000 0000000f6d6000100000000d32d485 2058595a2007ce00020009000600 0d32d48502020000 310000616373704d534654000000 02020000000000000000000000000 0000000000000000 0049454320735247420000000000 00000000000000000000000000000 000000000000000000f6d6000100 0000000000000000 00000000000000000000000000000 Short term objectives: e Participate in known Marketing wikis, providing 000000d32d485020200000000000 0000000000000000 00000000000011637072740000015 0000000000000000000000000000 both information about Marketo and related topics ffd8ffe000104a4649460001020100960 0000000000000000 00000003364657363000001840000 0000000000000000000000000000 Ensure glossary on website is always up to date 0960000ffe20c584943435f50524f46494 0000000000000000 006c77747074000001f00000001462 0000000000000000000000000000 ffd8ffe000104a46494600010201009 c4500010100000c484c696e6f02100000 0000000000011637 1163707274000001500000003364 6b707400000204000000147258595 600960000ffe20c584943435f50524f4 657363000001840000006c777470 6d6e74725247422058595a2007ce0002 0727400000150000 6494c4500010100000c484c696e6f02 a00000218000000146758595a0000 74000001f000000014626b707400 0009000600310000616373704d534654 0003364657363000 1000006d6e74725247422058595a200 022c000000146258595a000002400 p Identify additional high traffic discussion 000204000000147258595a000002 7ce0002000900060031000061637370 00000000494543207352474200000000 001840000006c777 0000014646d6e6400000254000000 boards/forums/wikis Comment on posts related to 18000000146758595a0000022c00 4d53465400000000494543207352474 00000000000000000000f6d600010000 47074000001f00000 70646d6464000002c400000088767 0000146258595a00000240000000 lead management, lead nurturing, email marketing, and 20000000000000000000000000000f6 0000d32d485020200000000000000000 0014626b70740000 565640000034c0000008676696577 14646d6e64000002540000007064 lead scoring d6000100000000d32d4850202000000 6d6464000002c400000088767565 00000000000000000000000000000000 0204000000147258 000003d4000000246c756d6900000 0000000000000000000000000000000 640000034c000000867669657700 Key Metrics: 00000000000000000000000000000000 595a000002180000 0000000000000000000000000000000 3f8000000146d6561730000040c000 0003d4000000246c756d69000003 e Referrals from discussion 0000000000000000000000000001163 00000000000000116370727400000150 00146758595a0000 0002474656368000004300000000c f8000000146d6561730000040c00 7072740000015000000033646573630 boards/forums/wikis/rating and review sites 0000003364657363000001840000006c 022c000000146258 725452430000043c0000080c67545 0000247465636800000430000000 00001840000006c77747074000001f0 Pages ranking on key terms from discussion 77747074000001f000000014626b7074 595a000002400000 2430000043c0000080c6254524300 0c725452430000043c0000080c67 00000014626b7074000002040000001 boards/forums/wikis/rating and review sites 00000204000000147258595a00000218 0014646d6e640000 00043c0000080c746578740000000 5452430000043c0000080c625452 47258595a0000021800000014675859 430000043c0000080c7465787400 000000146758595a0000022c00000014 025400000070646d 0436f7079726967687420286329203 5a0000022c000000146258595a00000 000000436f707972696768742028 6464000002c40000 24000000014646d6e64000002540000 1393938204865776c6574742d5061 Online VideoX hours daily/weekly/monthly 6258595a0000024000000014646d6e64 63292031393938204865776c6574 0070646d6464000002c400000088767 0000025400000070646d6464000002c4 0088767565640000 636b61726420436f6d70616e790000 742d5061636b61726420436f6d70 565640000034c000000867669657700 Short term objectives: 64657363000000000000001273524 00000088767565640000034c00000086 034c000000867669 616e790000646573630000000000 0003d4000000246c756d69000003f80 e Update videos on social video sites and link to 7422049454336313936362d322e31 76696577000003d4000000246c756d69 6577000003d40000 0000127352474220494543363139 00000146d6561730000040c00000024 core site 00000000000000000000001273524 36362d322e310000000000000000 000003f8000000146d6561730000040c 00246c756d690000 74656368000004300000000c7254524 0000001273524742204945433631 7422049454336313936362d322e31 o Youtube 0000002474656368000004300000000c 03f8000000146d656 30000043c0000080c67545243000004 3936362d322e3100000000000000 3c0000080c625452430000043c00000 00000000000000000000000000000 o Facebook m Create video series for 725452430000043c0000080c67545243 1730000040c00000 0000000000000000000000000000 80c7465787400000000436f70797269 0000000000000000000000000 Youtube 0000043c0000080c625452430000043c 0247465636800000 Key Metrics: e Referrals from social video sites Views of videos on social sites terms from Youtube Pages ranking on key Identify relevant social crowdsourcing and voting sites Participate in relevant online community site Promote content when applicable in offsite social crowdsourcing and voting sites 500010100000c484 c696e6f021000006d 6e74725247422058 000000000000 6768742028632920313939382048657 4300000000c72545 76c6574742d5061636b61726420436f 72696768742028632920313939382048 2430000043c00000 6d70616e79000064657363000000000 65776c6574742d5061636b6172642043 80c6754524300000 0000012735247422049454336313936 6f6d70616e7900006465736300000000 43c0000080c62545 362d322e31000000000000000000000 012735247422049454336313936362d 00000012735247422049454336313936 2430000043c00000 322e310000000000000000000000000 362d322e310000000000000000000000 80c7465787400000 00000000000000000000000000000 000436f7079726967 0000080c7465787400000000436f7079 12735247422049454336313936362d32 2e310000000000000000000000000000 00000000000000000000000000 6874202863292031 393938204865776c ffd8ffe000104a464946000 ffd8ffe000104a464946000 Encourage employees to share any interesting and marketing relevant photos from social marketing or sales events Take pictures of any relevant marketing events S Utilize photo sharing sites to share images with links back to blog and core site o Flickr o Facebook Photo Gallery o Our blog 10101006200600000ffe20c 10201009600960000ffe20c 584943435f50524f46494c4 584943435f50524f46494c4 500010100000c484c696e6f 500010100000c484c696e6 021000006d6e7472524742 f021000006d6e747252474 2058595a2007ce00020009 22058595a2007ce0002000 000600310000616373704d 9000600310000616373704 5346540000000049454320 d534654000000004945432 7352474200000000000000 0735247420000000000000 00000000000000f6d60001 000000000000000f6d6000 00000000d32d4850202000 100000000d32d485020200 0000000000000000000000 0000000000000000000000 0000000000000000000000 0000000000000000000000 0000000000000000000000 0000000000000000000000 0000000000000000000000 0000000000000000000000 0000116370727400000150 0000011637072740000015 0000003364657363000001 0000000336465736300000 Key Metrics: e Referrals from photo sharing sites Views of photos on social sites Pages ranking on key terms from photo sharing sites PodcastingX hours daily/weekly/monthly Short term objectives: e Create list of podcast directories Repurpose webinar content when applicable for resource section, promote through podcast directories 3 Record relevant phone conferences for use as podcasts, promote through podcast directories 840000006c777470740000 1840000006c77747074000 01f000000014626b707400 001f000000014626b70740 000204000000147258595a 0000204000000147258595 0000021800000014675859 a000002180000001467585 5a0000022c000000146258 95a0000022c00000014625 595a000002400000001464 8595a00000240000000146 Key Metrics: e Referrals from podcast directories sites Views of podcasts if hosted on podcast 6d6e640000025400000070 46d6e64000002540000007 646d6464000002c4000000 0646d6464000002c400000 88767565640000034c0000 088767565640000034c000 008676696577000003d400 0008676696577000003d40 0000246c756d69000003f8 00000246c756d69000003f 000000146d656173000004 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6d6e747252474220585 584943435f50524f46494c4 95a2007ce0002000900 500010100000c484c696e6 Short term objectives: e List all presentations on Slideshare Key Metrics: e Referrals from Slideshare terms from Slideshare Views on Slideshare u 0600310000616373704 f021000006d6e747252474 d534654000000004945 Pages ranking on key22058595a2007ce0002000 4320735247420000000 9000600310000616373704 0000000000000000000 d534654000000004945432 00f6d6000100000000d3 0735247420000000000000 Additional Notes and Objectives e Match Buyer Personas to Social Media sites, adjust strategy above to better fit personas Train sales about better use of social media Create company social media policy A Discuss social media policy with SEO and SEM vendors g Consider uses for Ning and other social media sites not listed 2d48502020000000000 000000000000000f6d6000 0000000000000000000 100000000d32d485020200 0000000000000000000 0000000000000000000000 0000000000000000000 0000000000000000000000 0000000000000000000 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93938204865776c6574742 7269676874202863292 d5061636b61726420436f6 031393938204865776c d70616e790000646573630 6574742d5061636b617 0000000000000127352474 26420436f6d70616e790 22049454336313936362d3 0006465736300000000 22e3100000000000000000 0000001273524742204 0000012735247422049454 9454336313936362d32 336313936362d322e31000 2e31000000000000000 0000000000000000000000 0000000127352474220 0000000000000000000000 0000000 49454336313936362d3 ...
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This note was uploaded on 11/10/2010 for the course COMM 198126 taught by Professor Fromm during the Spring '10 term at Alexandria Technical College.

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