This webinar was centered around the five mistakes most businesses make when creating social marketing plans. Presenters Uri Bar-Joseph, Senior Director of Marketing at Simply Measured, and Lauren Berry, Enterprise Client Partner at Simply Measured, promised a webinar to understand how past performance should influence next steps and how to create a social planning framework to help ensure you hit the mark.
Bar-Joseph commented that planning is like thinking and you can’t separate it from human nature. We plan because we want to set ourselves up for success.
“Planning should be the starting point of the social media marketing management process,” he said. “Planning is one of the four functions of marketing management, alongside analysis, implementation, and control.”
Twenty-five to 30 percent of your time should be dedicated to planning the social campaigns.
From there it quickly moved into the Social Media Marketing Management Process.
Social media marketers should look at each component of the process and then integrate the individual components to come up with the best processes and practices for your organization.
Make sure you have the right goals that align with your business’s goals. Make sure your goals are aggressive, but not too aggressive. The most important reason to set good goals is to improve.
As yourself: What makes a win for the stakeholders? How do you get the rest of your organization to celebrate wins with you? Find someone on that same team to be a devil’s advocate.
Data should be used to enhance performance, not just to have a cool report. Don’t get bogged down in the numbers. Find one to three goals and metrics that will help you map business needs. You don’t need 60 pages to share that information.
Avoid tunnel vision. Your strategy should be multiple components, not just a single one to focus on. This goes hand in hand with not falling in love with the plan. You need to be flexible. By being attuned to what goes on around you and evaluating the plan along the way you will be more likely to meet your goals.
Don’t ignore your competitors, but don’t assume that the first competitors you think of are your actual competitors. Find a competitor set that you can compare yourself against. This should be competitors who are targeting the same audience you want to target. Then look and see what social platforms they are using and how they are using those platforms to engage that audience.
Social is fast, but you still should review the data and the data of your competitors. A competitive analysis is not always about beating someone. It should be easy to get competitor information and glean practical data from that information. That data should also help you create a persona (or personas) for your target audience.
Don’t limit your data to social, you should also talk to sales people and research group that did secondary research on the audience.
Your audience can and should tell you what they care about. When you know that information, don’t be afraid to try it. While it is easy to get distracted by new social channels and predictions of demise of established channels, pay more attention to where you audience is and where they might be.
Look at your audience demographics, those metrics may tell you a different story about your audience than you originally thought it would. Interactions should support the business goals. Goals are not necessarily key performance indicators. Focus on specific goals and find the key performance indicators that will give you the right answers.
When evaluating your plan, make sure to include answers to : do your assumptions still hold? Can you validate those assumptions either way?
Promised takeaways were:
- How to think about planning in context with social analytics
- Tips for better strategic planning and performance measurement
- How to collect social data about your brand, audience, and competitors
All three elements were reviewed, but not in concrete or specific examples.
You can see the entire Twitter conversation from the hashtag:
What do you think?