Step #4 – The Three P’s Plan, Prepare, Perform
September 27, 2010 Leave a comment
[tweetmeme source= “brennels” only_single=false]There are many acronyms similar to the three P’s and this could very well be done in
parallel to steps #1 and #2.However the first #3 steps are definitely part of the planning process. Your social media marketing plan will need to include several phases and this step may need to be broken down into subsequent articles to really cover all the requirements.
Thinking back to when I was in this phase, I believe that I set my goal as being able to listen and engage customers but I didn’t have a platform to do that so I needed to start with building a community. During this time, others had their own agenda and went off and created a blog without any real strategy in place. This was difficult and was like having two bus drivers each trying to drive separate routes. Building your plan and subsequent strategy will help keep everyone on the same page and it will need to be reviewed, tweaked and used as a reminder to assure good communication.
Step #4 Building Your Plan
– Set Realistic Goals – Don’t set your expectations that you are going to create the next viral buzz or you will most certainly be disappointed. Start with something simple like creating a blogging strategy.
– Identify Your Influencers – Influencers are anyone internally or externally that are passionate about your product. Find them and engage them to build a relationship. You can do this by setting up a Google alert on specific keywords like your brand name.
– Identify Your Knowledge Experts – Within your company there are specialists who are experts on engineering, testing, customer support, marketing, etc… your product and brand. Ask them if they would be willing to participate and help write content and share their knowledge in their respective field of expertise.
– Communicate – You will need to communicate often in the beginning and then at least once a month to keep the momentum rolling. Engage your Marketing Communications team and ask if you can get 5 minutes on the next internal company call or meeting so you can share your plan and help recruit those who can help.
– Measurement – This is the most difficult task and the only thing your executive team is interested. How is this impacting our business and can we assign revenue to these efforts. This could be a book in itself so I will just mention one item to start with. Google Analytics – measure referring website traffic from your social media sites to events, seminars, webinars, press releases and or product announcements. After time your social sites will creep up into your top 50 then top 10 referring websites.
– Outline Your Strategy – Which social sites are most important to your business and which ones can have the most immediate impact. There are several, usergroups, blogs, communities, multimedia, networks, directory listings, so pick a few to start with but make sure to include all and have a strategy for each in your overall plan.
– Don’t forget SEO – I almost forgot, make sure to engage your web and or SEO team/vendor to include targeted SEO keywords in everything you do especially when creating your content. This will be very helpful to executing your plans as well as enhancing your visibility in the websphere.
This may not be the exact path or place I started but creating this plan and having short, mid and long term goals for executing your strategy will be critical to your success and will help gain respect amongst your peers. I will most likely need to elaborate on each of these areas of the plan so stay tuned for more info in future blog posts.
– Good Luck