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Lesson #1

LESSON NOTES: SOCIAL MEDIA PLAN

Social media is a crucial component of the marketing plan for every business owner, both large and small. With 7 out of 10 Gen Xer’s purchasing something from a brand they follow, 30% of millennials engaging monthly with a brand they follow on social, and 60% of baby boomers looking for promotions on social media (reference Sprout Social), the days of flying fast and free without a social media plan for your business are over and done. Using the steps below we will walk you through the process of determining which social media platforms are the most valuable for your niche client and market and exactly how these clients can get the most value from your content. We will then develop an exact plan and schedule for creating valuable content and posting it to your clients in order to gain the largest amount of engagement.

PLATFORMS

  • As with most of your marketing decisions, determining which social media platforms to use for your business is largely based on the behavior of your niche client. Often, I recommend surveying your current ideal clients as well as their lookalikes (i.e. Other individuals that share similar goals, demographics and behaviors as your niche client), in order to discover (a) which platforms your niche client actively uses and (b) how they use these platforms for shopping, engaging and information gathering with businesses and brands (i.e. Search for reviews, inspiration, instruction, bargains, etc).


EXERCISE

  1. While considering the following list of social media platforms, please select the top three platforms that your niche client would possibly use in locating, researching or connecting with your type of brand and business (NOTE: Using questions 1 to 3 below on a client survey or Facebook survey would be an ideal way to determine which platforms your ideal client would use for locating services like yours and how they use these platforms.)

___ BLOG

___ FACEBOOK

___ GOOGLE+

___ INSTAGRAM

___ LINKEDIN

___ PINTEREST

___ SNAPCHAT

___ TWITTER

___ YELP

___ YOUTUBE

___ OTHER: ___________________

2. For each of the three platforms you selected, list the two leading ways your client currently interacts with these platforms. Consider these ideas when deciding on their typical interaction:

    • Search for Reviews, Writing Reviews

    • Education and Learning from Content

    • Gaining Inspiration

    • Searching for Bargains and Deals

  • PLATFORM 1:

    • TYPICAL CLIENT INTERACTION:

  • PLATFORM 2:

    • TYPICAL CLIENT INTERACTION:

  • PLATFORM 3:

    • TYPICAL CLIENT INTERACTION:

3. Estimate the frequency of their interaction with the platform

  • Once Daily

  • Throughout each day

  • Weekly

  • Monthly

    • PLATFORM 1:

      • CLIENT FREQUENCY OF INTERACTION:

      • YOUR GOAL FOR FREQUENCY OF POSTING EACH WEEK:

    • PLATFORM 2:

      • CLIENT FREQUENCY OF INTERACTION:

      • YOUR GOAL FOR FREQUENCY OF POSTING EACH WEEK:

    • PLATFORM 3:

      • CLIENT FREQUENCY OF INTERACTION:

      • YOUR GOAL FOR FREQUENCY OF POSTING EACH WEEK:

4. Based on the leading three platforms for your clients, do you currently have an account on these platforms or will you need to set one up?  

5. In order to maintain consistent account names and business branding across all platforms, what are the available names (if unique account names are required) that would work well for your brand?

6. For several of the platforms mentioned above, you have a decision to make about creating both personal and business accounts. See the details and links below for more information on making these decisions. (NOTE: Do NOT create any new accounts until you have fully completed this assignment as some of your social media decisions will be dependent on the time and budget availability you currently have for the work required to keep the account up to date):

  • Facebook: Creating a Personal and a Business Page

    • How to Create a Business Page LINK

  • Google+:  Google My Business + Personal Google+ Accounts

    • How to claim your business in order to show up on Google maps and searches - LINK

  • Instagram: Pros and Cons of Having a Business Page + a Personal Page

    • The advantages of having an Instagram business page - LINK

  • LinkedIn: Setting up your Personal + Company Page

    • How to create a company page - LINK

  • Pinterest Creating a Personal and a Business Profile

    • How to Create a Business Profile - LINK

  • Twitter:  Creating a Personal and a Business Profile

    • How to Create a Business Profile - LINK

  • Yelp: Creating a Personal Profile and Business Page

    • Start receiving  reviews for your business by claiming your business page - LINK

  • Youtube: Creating a Personal Profile and Business Channel

    • How to create a business channel - LINK

  • Snapchat: Creating a Personal Profile and a Business Account

    • How to create a business account - LINK


GOALS

Now that you have determined the leading three types of social media for your niche client and business, we need to decide on the specific goals and purpose behind your content on these platforms? Using the list below for inspiration, for each of your three leading social media platforms, determine one to three goals for content that you will have for each platform:

    • Locate new clients

    • Introduce Yourself

      • Online bio/resume

      • Share personal data about yourself to become more relatable

    • Teaching: Showing viewers how to exercise, eat, live, etc

    • Brand development

      • How do you plan on building your brand throughout all of your posts?

      • What will consistently tie your posts to the principles and philosophies that you have built your business around?

      • How will your posts differentiate your business from your competitors?

    • Inspiring: Showing you and trainers leading healthy lives, quotes, Pics,

    • Testimonials/Social Proof

      • Increase Follower Count? Why?

    • Reference: Sharing your blogs, as well as content from like minded experts or publications

    • Sample Workouts: Detailing specific ideas on programming for certain goals

    • Announcements/Promotions: i.e. Events at your facility, Events in your Area, Healthy Products

    • Other: ____________________________

  • PLATFORM 1:

    • GOALS:

  • PLATFORM 2:

    • GOALS:

  • PLATFORM 3:

    • GOALS:

If Instagram is one of your leading platforms, another helpful exercise is to plan out your company’s home screen on Instagram and the first nine tiles/posts that show under your company header. For example, at DIAKADI, our ideal posting schedule might look like this for our leading nine Instagram tiles/posts:

TBM IG.jpg

For Instagram users, use the blank grid below to create an ideal list/schedule for posting each type of content you selected above.

SCHEDULE

Based on your leading three social media platforms, we need to determine an exact schedule for your content creation as well as your posting schedule for interactive platforms. This scheduling process will help you understand the amount of time required to meet your ideal goals for posting and eventually give you insight into whether or not you have the bandwidth to handle the content creation and posting schedule yourself, or if you need to hire help for these.

CONTENT CREATION

  • For the goals your listed above for content and frequency of posting, for each of your leading three platforms, estimate the weekly time commitment you will have for creating this content:

    • PLATFORM 1:

      • WEEKLY TIME COMMITMENT:

    • PLATFORM 2:

      • WEEKLY TIME COMMITMENT:

    • PLATFORM 3:

      • WEEKLY TIME COMMITMENT:

  • A RECOMMENDATION: If you are like me, you frequently will come up with brilliant ideas for  social media posts as I am walking down the street, or maybe even while I am laying in bed at night. I highly recommend keeping a running list of these ideas, ideally somewhere central to you at all times (ie. Using ‘Notes’ on your phone), so that you can refer to it for inspiration during your content creation work.

POSTING

  • Based on your current schedule as well as your engagement goals, how frequently do you plan on posting for each of your leading three platforms?

    • PLATFORM 1:

      • POSTING FREQUENCY GOAL:

    • PLATFORM 2:

      • POSTING FREQUENCY GOAL:

    • PLATFORM 3:

      • POSTING FREQUENCY GOAL:

  • The majority of your posting schedule decisions should be made based on your niche client’s typical schedule for using the platform. Using the analytics for each of your platforms (i.e. Instagram Insights - LINK for details) can be very helpful in deciding the most beneficial days and times to post content for maximize client interaction. Based on your frequency plan above, what days and times do you plan on posting for each of your leading three platforms?

    • PLATFORM 1:

      • POSTING SCHEDULE DAYS/TIMES:

    • PLATFORM 2:

      • POSTING SCHEDULE DAYS/TIMES:

    • PLATFORM 3:

      • POSTING SCHEDULE DAYS/TIMES:  

  • A RECOMMENDATION:   We have found GREAT success in using the app called Later to preload our Instagram posts for the week on a single day, and then the app will automatically post these on your specified day and time. I recommend considering this same method once your schedule has been created.

  • HINTS:  To reduce the amount of time required to post similar content on several platforms, we recommend using the automation tools available to share content automatically between platforms.  For example, if you link your accounts, when you post on Instagram, you can automatically post the same content on your Facebook account. (LINK for details) There are also products on the market, such as Hootsuite which assist with streamlining your posting work on multiple platforms.

  • OUTREACH/ENGAGEMENT WORK

    • The last consideration for weekly schedule will be the amount of time you set aside for outreach and engagement with your current and future clients through each of the platforms.  Based on your current availability of time, how many hours per week can you devote to connecting, following, engaging with your current followers as well as creating new connections?

    • PLATFORM 1:

      • WEEKLY ENGAGEMENT GOAL:

    • PLATFORM 2:

      • WEEKLY ENGAGEMENT GOAL:

    • PLATFORM 3:

      • WEEKLY ENGAGEMENT GOAL:


BUILD A ONE MONTH MARKETING PLAN

Using all of the information you have gathered above, build out a sample first month plan and calendar around the posts and marketing work you would like to accomplish in your first month. Be sure to include all of your social media platforms and accounts in this plan. This plan should help in giving you a clear idea about how much work and time commitment this will require each month.

  • PLATFORM 1:

    • ACCOUNT NAME:

    • GOALS FOR THIS PLATFORM/ACCOUNT:

    • POSTING SCHEDULE/FREQUENCY PLAN:

    • CONTENT CREATION SCHEDULE PLAN:

  • PLATFORM 2:

    • ACCOUNT NAME:

    • GOALS FOR THIS PLATFORM/ACCOUNT:

    • POSTING SCHEDULE/FREQUENCY PLAN:

    • CONTENT CREATION SCHEDULE PLAN:

  • PLATFORM 3:

    • ACCOUNT NAME:

    • GOALS FOR THIS PLATFORM/ACCOUNT:

    • POSTING SCHEDULE/FREQUENCY PLAN:

    • CONTENT CREATION SCHEDULE PLAN:

SOCIAL MEDIA PLANNING CALENDAR

  • Using the blank calendar below, calendar appointments for the following:

    • Content creation work

    • Posting schedule

    • Outreach/Engagement work

TBM social media calendar.jpg

NOW GET TO WORK

Building out the sample social media calendar above is the final planning step to take. You now have all the information you need for get started on the following:

  • Based on your client preferences and your current bandwidth (timewise and budget) you can now create the necessary social media accounts/pages/profiles (both personal and business)

  • You can calendar out your commitments for content creation, posting, and engagement

  • Start following your plan, creating content, and posting on your leading accounts.

  • Consistently review your the analytics and insights for all of your social media accounts, as well as your website, to monitor which of your social media platforms are providing the biggest bang for the buck results for you and your business.

Get to it and GOOD LUCK!


RECOMMENDED REFERENCE

  • We gathered together a group of four trainers that are Instagram power users, all with their own unique style and set of strengths. I recommend using this LINK to check out their presentations and advice for growing your most successful following on Instagram.