Last updated on 25.07.2020
That’s what this chapter is for. It doesn’t cover every task we’ve discussed in the previous chapters, but it should give you a starting point from which you can launch your campaign.
So here goes. Put a checkmark next to each task as you complete it. Before you know it, you’ll be well on your way to generating real money from your social media campaign.
- I’ve conducted a review of my company’s business and understand its mission, goals, and objectives;
- I’ve conducted a review of my company’s sales program and understand how a prospect is brought into the sales funnel and converted into a customer;
- I’ve conducted a review of my company’s marketing program and understand the role the marketing program plays in the overall success of the company;
- I’ve conducted a review of the strategies, tactics, and tools involved in a social media campaign and understand the role each of those strategies, tactics, and tools plays in a well-run social media program;
- after doing all of this, I’ve asked myself, “Is social media right for my company?” If I’ve concluded that it is, I’ve moved on to the next steps”.
The competitive landscape
- I’ve reviewed the overall strengths and weaknesses of my company’s top ﬁve competitors;
- I’ve reviewed the sales and marketing efforts of my top ﬁve competitors;
- I’ve analyzed the speciﬁc social media campaigns being conducted by my top ﬁve competitors;
- I’ve created a list of social media strategies and tactics my competitors are using that appear to be effective;
- I’ve created a list of social media strategies and tactics my competitors are using that appear to be ineffective;
- I’ve joined my competitor’s LinkedIn groups, Facebook pages, YouTube channels, Twitter accounts, and other social media member sites;
- I’ve set up Google Web Alerts and Blog Alerts to send me notiﬁcations any time my competitor, my industry, or my company is mentioned in blogs or articles online.
The internal management team
- I’ve asked the social media proponents in my organization to be advocates for my program; I’ve asked them to be engaged in any way they can to help my social media program succeed;
- I’ve identiﬁed people within my organization who might not be social media advocates and have begun a program to help them understand the value a well-run social media program can bring to our company;
- I’ve assembled a team to help me set up, run, and manage the social media program for my company;
- I’ve asked each team member to buy How to Make Money with Social Media to ensure that we’re all working from the same playbook;
- I’ve asked each team member to buy How to Make Money with Social Media and to give copies to their friends, neighbors, relatives, acquaintances, and complete strangers because I think everyone should know this stuff.
Setting up for success
- I’ve assembled a social media team to help me execute my program. (This team can be as small as 1 or larger than 100.);
- I’ve set speciﬁc, measurable, actionable, realistic, and time-bound goals (SMART goals) for my social media campaign;
- I’ve reviewed my SMART goals with my team and encouraged feedback and input;
- I’ve done an in-depth analysis of my target market and have a genuine understanding of who they are and what makes them tick;
- I’ve set up my social media campaign so that it can be measured;
- I’ve conducted a review of each of the three categories of social media platforms—networking platforms, promotion platforms, and sharing platforms;
- I’ve developed a strategic framework for my social media campaign that will help me accomplish my overall business goals;
- I’ve developed a tactical framework for my social media campaign that will help me accomplish my strategic goals;
- I’ve developed an execution framework for my social media program that will help me accomplish my tactical goals;
- I’ve aligned my social media campaign with my overall branding campaign so that they’re essentially one and the same.
The days before launch
In an effort to get started quickly, I’ve completed the following tasks:
- I’ve updated my company’s LinkedIn proﬁle;
- I’ve joined several LinkedIn Groups within my industry;
- I’ve created a Facebook business page;
- I’ve set up a Twitter account;
- I’ve followed several hundred other people on Twitter who are in my industry or have similar interests;
- I’ve incorporated a blog into my Web site;
- I’ve created a YouTube channel;
- I’ve created a MySpace page;
- I’ve created an e-newsletter for my customers and prospects using ConstantContact, ExactTarget, or iContact;
- I’ve updated any references our company has on Wikipedia;
- I’ve opened accounts on Flickr, SmugMug, and Picasa;
- I’ve uploaded content to Slideshare, Scribd, and Slideo;
- I’ve added Feedback, Uservoice, or Get Statisfaction to my Web site;
- I’ve investigated and incorporated accounts on other social media platforms, including hi5, Xanga, Plaxo, XING, Ning, and Friendster;
- I understand that a social media campaign is an ongoing process and can’t be executed in “ﬁve minutes a day.” As such, I’ve allocated a realistic and reasonable amount of time to execute my program.
The ﬁrst 30 days
I’ve committed myself to the following goals for the ﬁ rst 30 days of my social media campaign:
- I’ll update my company’s LinkedIn proﬁle once every two weeks with news and information about my company;
- I’ll visit LinkedIn.com/Answers and answer one to ﬁve questions each day;
- I’ll update my Facebook business page several times a week (at a minimum);
- I’ll send out helpful, interesting Tweets anywhere from 10 to 20 times a day;
- I’ll write two to three blog posts a week (none of which will be about our company holiday party or our CEO’s trip to the convention);
- I’ll comment on ﬁve blog posts a week with a relevant, insightful comment;
- I’ll upload a series of YouTube videos designed to provide value to our customers and prospects;
- I’ll update my company’s MySpace page with relevant posts and content that will help build awareness for my company’s product or service;
- I’ll upload photographs on Flickr, SmugMug, and Picasa that are business-oriented and that help sell my product or service (no summer party photos, please);
- I’ll upload content to SlideShare, Scribd, or Slideo once or twice a month during the launch of the campaign;
- I’ll respond to the Feedback, Uservoice, or Get Satisfaction comments left on my site within 24 hours of receipt.
- I understand that social media can help me with customer retention and customer acquisition;
- I’ve installed Google Analytics, Omniture, or CoreMetrics on my Web site so that I can track inbound trafﬁc and analyze when and how a prospect converts to a customer;
- I’m prepared to generate weekly and monthly reports that highlight the success of my social media program;
- I’m continuously testing my social media program so that I can improve the results and generate an increasingly robust return on investment.
There’s a difference between people who make money with social media and people who don’t. The people who don’t make money with social media typically never get their campaigns off the ground. In most cases, they upload a YouTube video or update their LinkedIn proﬁ le and then claim that they have a social media campaign.
The people who do make money with social media are different. They set objectives, create a plan, and execute the plan relentlessly.
You’re now in a spot to make money with social media. We’ve given you all the best tools for a successful social media campaign and helped you understand how to implement them. The only thing we can’t give you is a kick in the butt to get started.
Which is why we’d like you to kick yourself in the butt.
Unfortunately, kicking yourself in the butt can be a bit of a challenge. Given that, we thought we’d provide you with an alternative. Keep in mind three tips as you launch your program, to keep you moving ahead quickly and efﬁciently:
- It’s better to get ten things done than it is to do one thing perfectly. Don’t get stuck trying to make everything perfect. It’ll never be perfect. Besides, if you don’t like your blog post, your tweet, or your LinkedIn proﬁle, you can just go back in tomorrow and change it.
- Begin each day with ﬁve or ten social media tasks that’ll help you feel like you’re off to a good start. This is easier than you might think: Send out three tweets, answer one question on LinkedIn, and make one helpful comment on a good blog post you’ve read. See? Your day is already off to aterriﬁc start.
- Visit the 60 Second Marketer for more inspiration. We’re constantly updating the 60 Second Marketer Web site with content from marketing experts around the globe. Stop by and check out some of the tools, tips, and techniques we have on the site. We guarantee that you’ll walk away with a bunch of great marketing ideas each time you visit.
That’s all, folks. Keep the cards and letters coming. And let us know what tools, tips, and techniques you’d like us to incorporate into future versions of this book.