What is the purpose of this methodology?

To help you develop a Social Media Marketing Plan that:

  • Is aligned with corporate values and vision
  • Provides a solid foundation for social media marketing
  • Supports the following:
    • Corporate marketing strategy
    • Product marketing plans
    • Marketing communications plan

This methodology consists of six stages, each with a description, steps and action items.
Action items include using our premium tools & templates. Our intention with this
methodology is to help you:
How to use this consulting methodology:

  1. Understand social media marketing and identify opportunities.
  2. Evaluate and assess the competitive landscape and select the appropriate technology.
  3. Plan and craft a strategy to drive your organization’s social media marketing program.

Social media marketing refers to the process of gaining website traffic or attention through social media
sites. Social media programs usually center on efforts to create content that attracts attention and
encourages readers to share it with their social networks.A corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself. Hence, this form of marketing is driven by word-of-mouth, meaning it primarily results in earned media rather than paid
media. Among other reasons, social media marketing is popular because it’s inexpensive, easily accessible,
fosters brand awareness and can help improve customer service.

Social Media Marketing is only one component of Online Marketing and should be considered part of a
larger, integrated Marketing plan. This methodology will help you develop a social media strategy plan that is
aligned with corporate strategy, marketing strategy, marketing communications and product marketing.

Key Deliverables

Stage 01 – Social Media Benchmark, Opportunity Assessment, Program Purpose & Objectives
Stage 02 – Governance Document, Social Media Policy & Guidelines
Stage 03 – Usage Survey, Competitor Tracking, Resource Database
Stage 04 – Channel Selection, Channel Map,
Stage 05 – Budget, Risk Assessment, Organizational Chart,
Stage 06 – Checklist, Social Media Calendar & Dashboard

As you proceed through this methodology, you will come across “Action Items” and “Key Deliverables.”
Generally speaking, both of these items involve using a tool or template to conduct an evaluation, complete an exercise or to map a process.
The Key Deliverable of this methodology is the Social Media Strategy Workbook, which will be used to
outline, summarize and to communicate your social media strategy plan using the following tabs:
1 – Project Purpose
2 – Social Media Objectives
3 – Channel Scorecard