Social Media Marketing Intensive
Day 1: Winning Social Media Strategies
Instructor: Suse Barnes
SMM 9101 | Schedule Number 1067 | Section A01
Prerequisites: Recommended: Basic knowledge of Facebook, Twitter and LinkedIn.
Wednesday, January 11, 2017
Conversations, contests, status updates, newsfeeds, tweets, likes, and posts. Knowing where
to spend your time and marketing budget on social networks isn’t always obvious. In day
one of the workshop, we’ll review case studies that will inspire your own strategic thinking
and teach you the importance of planning before implementing.
You’ll learn:
▪ How to develop a winning social media marketing strategy
▪ How your social media marketing strategy fits into your overall marketing strategy
▪ Successful and failed implementations of social media strategies
SF State College of Extended Learning
Social Media Marketing Intensive - Day 1: Winning Social Media Strategies
with Suse Barnes – http://www.susby.com
Day 1: Strategic Social Media Marketing
Agenda
1. Introductions and Overview
2. What social media marketing is, and what it is not
3. Group Discussion: What are you marketing?
Discuss what you are marketing and your strategy so far to date
4. Case studies
Successful and failed implementations of social media
5. Q & A
Break
6. How to develop a winning social media marketing strategy
(Three R’s) with group breakout included
7. Group Discussion: Brainstorming your strategy
Lunch Break
8. Social media and your overall marketing strategy
Discussion: How does your social media strategy fit into your overall
marketing strategy?
9. Measuring success: tools and tips
Break
10. Tools and Successful Uses
Research case studies about social media successes within your particular
industry and report back to your group and then the rest of the class about
your findings
11. Wrap up, Q & A, and Homework for Tomorrow
12. Evaluations and Adjourn
SF State College of Extended Learning
Social Media Marketing Intensive - Day 1: Winning Social Media Strategies
with Suse Barnes – http://www.susby.com
2
Social Media Marketing Strategy:
How to develop a winning social media marketing strategy
with companion worksheet (on the next page)

Remember that it’s a marathon, not a sprint

“Failing to Plan is Planning to Fail.” – Winston Churchill

Think LOVE
i. Listen
ii. Offer
iii. Visit and
iv. Engage

First identify a clear and realistic goal

Know yourself, SWOT, (and know your competitors too)

Create a plan – think about your:
i. Goal/s
ii. Audience/Publics
iii. Content
iv. Frequency
v. Voice
vi. Duration
vii. Resources
viii. Measurement
ix. Success

Implement the plan and be flexible

Reflect and refine for next time, measurement Baby, measurement

Rinse and Repeat
SF State College of Extended Learning
Social Media Marketing Intensive - Day 1: Winning Social Media Strategies
with Suse Barnes – http://www.susby.com
3
Strategy Development Worksheet:
Step 1: Define a clear and simple goal
What is the big picture goal? Write down a specific corporate goal like increase revenue,
grow brand equity, improve customer relations
Step 2: Determine the duration
What is the duration of this strategy?
How long will it take to accomplish your big picture goal realistically?
Step 3: Create a measurement plan
How will you measure success of this strategy and the various campaigns that are
components within it? Do you have systems in place to measure? What are you
measuring?
Step 4: Describe your audience
Who are you talking with? Define your publics. Who are the people you wish to engage
with?
Step 5: Know and write down your strategy
Remember the goals and what you’re aiming to achieve. This will define your strategy.
What is your overall marketing strategy? Be able to describe this before you think about
your social media marketing strategy.
SF State College of Extended Learning
Social Media Marketing Intensive - Day 1: Winning Social Media Strategies
with Suse Barnes – http://www.susby.com
4
Step 6: Learn from competitors
Competitors are your best teachers. Do a SWOT analysis of them.
Write down what worked and why. What would you do differently? Could they have
done something better?
Step 7: How is Social Media going to help you reach your goal?
What is the goal with social media? Make sure you understand why you’re using social
media. Don’t just use it because it’s there. Are you supporting an existing strategy or
creating a new form of buzz?
Step 8: Determine your distribution channels.
What communications tools are going to be most effective? Why are we choosing these
over others?
Step 9: Create your Content Plan.
Think editorial calendar. What is your content strategy? Will you be posting to multiple
channels automatically through a cross-promotion tool or will each channel have it’s
own distinct posts and content? Be general.
Think, calendar events, news, random thoughts, human factors, contests, photos, videos,
blog posts, sharing other’s content
Step 10: Implement and start measuring
Be ready for the need to respond in real-time in addition to carrying out your content
plan based on pre-determined calendar and scheduled campaigns. Benchmark before you
start and also on the first day, weekly, monthly, quarterly and at the end of each
campaign and/or completed strategic plan.
SF State College of Extended Learning
Social Media Marketing Intensive - Day 1: Winning Social Media Strategies
with Suse Barnes – http://www.susby.com
5
Additional Resources:
1. Successful and failed implementations of social media marketing:
a. Peter Kuperman’s LinkedIn Strategy – http://www.peterkuperman.com
b. RedCross - http://bit.ly/L7Y6Wa
c. Domino’s Pizza - http://bit.ly/MebCIQ, http://bit.ly/MdMz9w and
http://bit.ly/JWSIqM
d. Cisco – http://socialmedia.cisco.com
e. Will It Blend? [Video Strategy] – http://www.youtube.com/user/blendtec
f. Dollar Shave Club Case Study https://www.ownit.com/communities/ownit/posts/709350
g. 50 Social Media Case Studies - http://bit.ly/JM4CPB
2. Tools and tips for measuring your social media return on influence:
a. Google Analytics – http://analytics.google.com
b. Facebook Insights (on Facebook business pages)
c. YouTube Insights (on YouTube)
d. LinkedIn Profile
e. SocialMention – http://www.socialmention.com
f. Hootsuite – http://www.hootsuite.com
g. Bitly – http://bit.ly
h. Nuvi – http://www.nuvi.com
3. Additional Reading and Sites worth following:
http://www.socialmediaexaminer.com/3-steps-to-an-effective-social-media-strategy/
http://seowizardry.ca/social-media-swot-analysis
http://www.socialmediaexaminer.com/integrating-social-media-activities/#more-19467
Social Media Marketing Tips and News:
 Social Media Examiner – http://www.socialmediaexaminer.com
 Mashable – http://www.mashable.com
 Social Fish – http://www.socialfish.com
 MarketingProfs – http://www.marketingprofs.com
Social Media Marketing Gurus:
 Mari Smith – http://www.marismith.com
 Beth Kanter – http://www.bethkanter.org
 Convince & Convert – Jay Baer – http://convinceandconvert.com
 Brian Solis’ PR 2.0 – http://www.briansolis.com
 Chris Brogan – http://www.chrisbrogan.com
 Gary Vaynerchuck – http://www.garyvaynerchuck.com
SF State College of Extended Learning
Social Media Marketing Intensive - Day 1: Winning Social Media Strategies
with Suse Barnes – http://www.susby.com
6
Social Media Marketing Management Tools:
http://www.HootSuite.com - Scheduling, Monitoring, Analytics
http://www.Tweetdeck.com - Scheduling, Monitoring
http://www.Buffer.com - Scheduling
http://www.ManageFlitter.com - Twitter Follower Management
http://www.SocialMention.com - Monitoring
http://Bit.ly - Tracking any URL
Other Training Opportunities:
SF State’s Social Media Marketing Program – http://cel.sfsu.edu/socialmedia/
Market Motive – http://www.marketmotive.com
Hubspot Webinars – http://www.hubspot.com
Social Media Examiner – http://www.socialmediaexaminer.com
Contact Suse Barnes at Susby:
[email protected]
+1 415.305.6403
http://www.susby.com
http://www.twitter.com/susby
http://www.linkedin.com/in/susanbarnes
http://www.pinterest.com/susby
# # #
sb/Susby
01/11/2017
SF State College of Extended Learning
Social Media Marketing Intensive - Day 1: Winning Social Media Strategies
with Suse Barnes – http://www.susby.com
7