Goals

Participate
Purchase / (?)
Service
Inquire

Download

Desired
Actions
-sign up for email
list
-like
on Facebook
-Follow on
twitter
-Subscribe to blog
-Online purchase /
registration
-warranty
management
-Contact form
-applications

-chat
online
-E-book

-Presentation slides
-Podcast
-Info kit

share YouTube
Facebook /
blog
-comment YouTube/
Facebook / blog

Specific Group /
Person

Customer
service
(Lecture)

Packagi
ng

Compan
y
website

Videos
/ Audio

Exhibition
Store
Short term
Interaction

Adwor
ks
Print
Ad

Persuasi
on

Value
Creation

Collater
al
TV

Epher
ma

Campa
ign
Site
Mass Market
(General)

Twitter

Pinteres
t

Mobile
App

Communi
ty

Newslett
er

Instagra
m

Multiple long-term
Interaction

E-mail
Blogs

Faceboo
k
Custom
er
Service

1. Is YouTube content relevant to business?

2. Create a channel or YouTube account?
Complete account profile fully and write a keyword rich
description of brand
Add links on YouTube back to sites / social media
Allow users to subscribe to channel / account
3. Keyword rich content / description for each video uploaded?
4. Videos uploaded comply with recommended setting YouTube
MPEG4 (Divx, Xvid) format, 320 x 240 resolution, 30 frames per
sec, good quality MP3 audio.
5. Are we engaging the youtube community that has similar
content to you?
6. Are we moderating reply to comment?

 Conducting marketing in the social media / digital world is different

from traditional media

Traditional

Branding and
Advertising is Key
Masses / Mainstream
Key metrics for
campaign 15 ROL
(sales)
Advertising is based
on company that has
limited offer.
Communication is
from company to
consumer
interruption is often
used to gain
awareness & interest.
PR & Marketing is
kept separate.

Effectiveness of PR is
through books.
Media is the key target
were the objective is to
get media airtime / print
space for company
messages so that
buyers will get to know
of it.
Press releases is use as
a new way to
communicate with the
press.
Press release should
obtain quotes from
experts, analyst, and is
normally circulated
when there is a

Social media allow

company to communicate
directly with buyer in the
form they want .
It is important to let the
world know about your
experiment.
Online content is key to
drive people into
purchasing process.
Participation and
Authenticity is key.

1) Technical Assessment

 Who is using your

FACEBOOK?
FACEBOOK (Wolfram
alpha, simply measured,
facebook insights)
Influence / Popularity
clout score, likes,
radiant, hoot suite

Response
No. of posts and response to the post (Like analyzer, Booshaka)
Popular pages (social bakers, facebook insights, social numbers)
Are we moderating comments / voice of social media sites
Moderators for facebook
Respond to comments (google alerts, kurrently)

Website
Youtube

Facebook

Assessment of Social Media Platform - Website

-Design Structure
Minimize input problems
Problem at type ( in correct type of information is fed its feedback
forms, contact forms, order forms. Eg. Phone number into credit card
field.)
Problem of quality ( correct type of information is fed, but is of
detect. Eg. Telephone number with 7 digit hand phone number,
incomplete address)
Gutenberg diagram: understand the general pattern of users eye
movement when
looking at every distributed, homogenous
information.

Assessment of Social Media Platform - Website

4) Design & content assessment (content) Richness of content (width &
depth)
- Google map integration
- Integration or links from website to blogs for better SEO search due to
fresh content /
content updates.
- Guest post on website ( with links if guest has popular website of high
rankings or huge fan base.)
- List on social book making sites (Digg, Reddit)
- Links to twitter, facebok, Youtube, RSS feed, pinterest, google+.
- Website submission to search engine sitemaps.
- i) Aesthetics
- 80/20 rule reduce complexity of display (identity 20% of most
essential / frequently used function)
- Contrasting colors, colors should be legible on computer
screen.
- Attractiveness (images of attractive people, beautiful scenery,
contour objects, simplicity)
- Symmetrical (proximity reflection, rotation, translation)
- Balanced composition (golden ratio (0.681), rule of third,
centering of primary element)

Assessment of Social Media Platform - Website

4) Design & Content assessment (continue)
ii) Navigation / Usability
Menu navigation (Dropdown / Side bar)
Search bar at top of page.
Important linkage (eg. Maps, products, services, items that leads
to desired action
for easy navigation)
Login links ( If any ) at upper right
Site map for easy navigation
About page
Contact address / email address for feedback & Inquiry
iii) SEO and social media
Headlines, metatags <HI> tags description of sites
Search engine optimized URLs (URLs with desired search words).
Photos should be of alt <image> tag.
Avatars & Favicon (image search)
Keyword search tags for videos, images.

Social Media Plan (Content Greater Plan)

Platforms
- Blogs
- Facebook
- Twitter
- ebook
- webscreen
- news release
- mobile apps
- mobile site
- expert articles
form
-Industry site
- log directories
- other

Proceeds July
(Yes /
No)

Aug

Sept

Oct

Nov

Dec

Social Media Plan (Marketing & PR strategy)

1) Who (buyer persona)
- Who is this person
- What problems does this buyer has.
2) What (problem you solve for this buyer)
- Why are they buying from you?
- What problems does this buyer has.
(Action) you would like them to take
- Download, buy, connect, etc.
3) Why (how are you remarkable)
- What value do you bring?
(Proof) Credibility indication, media
analysis, testimonial, etc.
4) When (things to do today)(things to do
5) tomorrow)
Where (where are they?)
- Facebook, Google, blogs, twitter, etc.
6) How (Company Personality)
- what kind of company are you in?
(Tone of Voice)-Language you would use
(Keyword phrase)- What buyer search into
search media
(Marketing tactics and content strategy-Blog,
twitter, Youtube, newsletter

Fashnor