CIM Marketing Expert | CIM



Template: Social Media PlanningAuthor:Date:BackgroundWhat is the current situation? What social media channels are you using now, for what purpose? What are the market conditions and challenges?ObjectivesWhat are your goals for social media, think in terms of customer engagement as well as financial or sales objectives? Do you have any objectives relating to how customers perceive your brand?Customer Understanding & TargetingWho are your target audience? Do you have different customer segments that you wish to target and if so, will you use different social media channels or campaigns to reach them? For each segment targeted, what do you know about them (their demographics, behaviours, attitudes, value, or business demographics for B2B?Customer Insights Why are your target audience behaving as they are? What are the barriers that are stopping them behaving as you want them to (emotional and rational barriers)? Is it different for each target segment?PropositionWhat is your proposition for each target segment (how will you overcome their barriers)?Media StrategyWhich stage of the customer engagement framework are you focusing on (Acquire, Participate, Engage or Share)? Which social media channels will you use as a result? Will it be different for each target segment? Will you be engaging with existing followers or using paid ads or influencing influencers to target new followers?Campaign Ideas & ContentWhat content will you use to overcome the barriers for each channel? Will you focus on live or pre-prepared content? How will you deal with comments and questions? Measurement How will you measure success (engagement, revenue and brand perception objectives)? Which tools will you use to do it? Timeline Do you have any key dates, milestones or events that need to be planed for (e.g. product launches, planning and budgeting deadlines, customer events)?Budget Give details of the total budget available for social media and what this needs to cover. Does this include internal costs, such as head count? ................
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