Social,

Content
& Media
Planning
The Must-Do’s for Effective Social Media Marketing
 CONTENTS
Introduction

Pag. 3

Developing a Social Media Strategy

Pag. 5

Effectiveness in Social Media Campaigns

Pag. 9

Building a Content Strategy for a Specific Target

Pag. 13

Extending Your Reach with Social Media

Pag. 15

Social Media in Practice

Pag. 16

Conclusion

Pag. 17

2
 Introduction

“SOCIAL MEDIA MARKETING IS DIFFICULT, AND IT DOESN’T WORK

FOR OUR KIND OF COMPANY.”

T
his is a perfect excuse that marketers and business owners
often use to avoid social media. Many companies create their
accounts and throw in the towel when they don’t see immediate
results.

Others maintain a social presence just because they think they need
one, even though it’s not generating results. If you identify with these
situations, this eBook will help you find the missing pieces to generate a
social media plan that actually works. Social media is helping companies
increase brand awareness, drive traffic and expand conversions. The way
to achieve this is to create an effective social, content and media plan.

Remove the perception of social media being only Facebook and Instagram

Social media channels are all those online platforms that brands use to
engage and interact with their audience daily. Social media networks sup-
port several content formats, and this is growing at a fast pace. Carousel
ads on Facebook are an example.

This flexibility of formats allows brands to present images, videos, text

and multi-images in one single post. The importance of these platforms is
that they allow marketers to experiment with different types of content and
test what best attracts and engages their social users. “If people are the
heartbeat of social media, content is the blood,” claims James Gurd, a
marketing advisor for Smart Insights.

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 SO...HOW DO YOU PLAN WHAT TO TALK ABOUT?

As marketers we are recently asked what content actually works. How do you
plan what to talk about? Or which platforms and formats are the most suitable
for your brand? Unfortunately, producing and sharing content is no guaran-
tee of success. What I can assure you, is that if you don’t plan ahead and set
goals with strategies, your social media plan will come to a complete failure.

Smart content creators understand the importance of a consistent style of

communication with customers and the stories they are conveying. This is all
driven by a well-defined plan rather than scrabbling to find last minute content.

In general terms, a social media plan is a comprehensive strategy for social

media marketing, and should include the following:

-A clear list of goals and objectives

-An audit of the existing social media presence

-Analysis of the competition

-A basic social media content strategy outline

- A s o c i a l m e d i a c a l e n d a r ( a n n u a l l y, q u a r t e r l y, m o n t h l y )

-Established KPIs that will help measure and analyze results

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 DEVELOPING A SOCIAL MEDIA

STRATEGY

THE KEY INGREDIENT TO SUCCESSFUL SOCIAL MEDIA MARKETING IS

HAVING A STRATEGY.

W
ithout understanding your goals, who is your target audience, and
what they are looking for, it’ll be hard to achieve desired results.
Whether you want to grow your brand through social media, or
simply gain more presence in the market, developing a strategy for
a social, content and media plan is essential.

Having a plan and developing strategies goes in hand. A strategy is where you’re
headed, and a plan is how you’ll get there. Charity Betancourt, digital marketing
manager for TUUCI, defines the 5Ws to create a social media marketing strategy.

The expert also provides a simple template to create your strategy. Feel free to
adapt, modify, or use it as it fits your brand.

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 SOCIAL MEDIA HAS BECOME A GAME CHANGER

With platforms like Instagram, Twitter and Facebook, you don’t need millions of
dollars to run a successful campaign. You just need to know your audience and
have creativity. But again, it’s not worth all the effort and budget if you don’t have a
strategy for execution. Without good ideas and a plan to put them into action, you
are most likely to fail. Whether your budget is $1,000 or $1 million, you are able to
use social media to grow your brand.

Peel - a great example of a brand that managed a successful social media market-
ing campaign in 2018.

Peel is a company that sells cell phone cases, which, as we know, is an extremely
competitive industry. Pretty much anyone can buy cases online, a retail stores or
even at kiosks in shopping malls.

However, Peel has been able to stand out and establish a brand through social
media, and users can’t help but take notice.

They sell thin, protective phone cases, being both functional and stylish. Being
that it is very convenient, social media has unearthed a great opportunity to
showcase their products. And yes, any other brand can do this, but the originality
comes out in the strategy and creative behind it.

They are using

Facebook video ads to
tell a story, separating
their products from the
rest. Peel is offering
its customers a more
humanitarian and
personal approach.

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 THE CAMPAIGN HAS BEEN SO SUCCESSFUL THAT IT HAS INCREASED

ITS REVENUE 16X AND ITS ROI 3X.

Their success does not only come from paid advertising. Peel is also doing
great with organic content. They are present using a very consistent and visually
appealing Instagram feed. Although their images allude to their products, Peel is
showcasing a lifestyle and their beliefs as a brand, which is of great interest for
users.

7
 Having a cohesive Instagram feed may
not feel like the biggest deal or achieve-
ment in social media. But when you are
a small, aesthetic brand in the market,
little details like this help you incredibly in
reinforcing your message. Besides, you
stand out and users take notice of that.

On top of these efforts, Peel is doing a

great job of responding to their custom-
ers. Remember: the customers are the
ones that make your brand survive or die,
so it’s important to pay close attention to
what they’re saying. Nonetheless, social
media is such an open platform that you
need to be aware of how you react to
customers’ approaches to your product.

As a key takeaway of Peel’s efforts, think of creative ways to set your brand apart on
social media, especially if you are in a competitive industry, which most likely you are
nowadays. Experiment with social media advertising. Run A/B testing to see what works
for your brand and what doesn’t.

When you manage to recognize what works and what doesn’t, improve your strategies
through successful content and improve the media plan behind it. Use social media to
reinforce your brand messaging. This is a great tool to make your brand speak and tell
your story.

Last but not least, prioritize social customer care. You may have a great brand, that
offers great products, but users pay close attention to reviews, mentions and, negative
and positive comments.

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 EFFECTIVENESS
IN SOCIAL
MEDIA
CAMPAIGNS

9
 MEASURE, MEASURE, MEASURE!

If you’re using social media, you should According to Alexa Morales, copy-
measure it. Don’t just measure for the writer and social media manager for Sky
sake of it, instead measure your social Organics, she explained five steps that
activities to learn what’s successful, what digital marketers need to take in consid-
isn’t, and were you can improve. In order eration when establishing the success of
to know if your social media activities are a social campaign.
effective you need to decide what metrics
you are monitoring.

As a second step you calculate those

results, and then interpret them to deter-
mine the success of the campaign. It’s
important to mention that there are two
types of social media measurement:
ongoing analytics and campaign-focused
metrics. Ongoing analytics basically
tracks your social activities over time,
however campaign-oriented focused
metrics, will help you analyze specific
campaigns from beginning to end.

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11
12
 BUILDING A CONTENT STRATEGY

FOR A SPECIFIC TARGET

E
ngagement is how you build a relationship with your customers
using social media platforms. In this relationship, you home in
on, dedication and commitment. As a digital marketer, you have
to adapt and get involved enough to make sure everyone, or at
least the majority of is happy. In general terms, social media
engagement is defined as the response brands receive to any piece of
content. It could be a comment, like, share, opening of a link or clicking
on of a picture.

These interactions are the ones that build the relationship between brands
and their customers. As soon as these interactions start to take place,
users are trusting your brand to solve their problems. This approach
then translates into the basic value customers would put into a brand.
Therefore, brands are no longer only seen as a product or service. Take
into consideration that when users are engaging with your brand, they
normally question if you are persistent. Is your brand sensitive to the envi-
ronment? Or, simply, are you a fun brand that aligns to their personality?

When you have people engaging with your brand, it’s important to
tell the right story to the right people. It’s crucial to be able to identify
your target and talk to them. Fortunately, social media platforms make this
easier for you. Instagram and Facebook, for example, have vast amounts
of information about their users that allow you to create ads and demo-
graphically target your right audience.

Sorting people by age, interests, demographics and other characteris-

tics will help you shape your ideal customers. This allows you to speak
directly to the audience you are looking for. How would you know if this
is the right audience? By a simple evaluation of how many relationships
you are creating with your content. The more likes, comments and shares,
etc. you get, the more you are engaging and the more you are hitting your
specific target audience.

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 Last but not least, it’s important that you are able to monetize these
relationships because at the end of the day there is a business to run.
Once you have generated enough goodwill and value through effective
content planning, people will start to recognize your brand in the industry
and on social media. Whatever your social media strategies are, you first
have to provide your customer with a lot of value and content for them
to engage, and only then are you able to ask for something in return.
But what should you ask them in return? That depends on your goals.
For example, you may want to build a rewards program where you allow
customers access to more of your content and promotions if they provide
information such as reviews or general feedback on your brand. If you
are trying to generate more sales, give them the option to access unlim-
ited- time offers through your content. The advantage of this is that your
customers will feel comfortable with your brand because you will build
core value around it. Then, asking for money in return is easier.

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 EXTENDING
YOUR REACH
WITH SOCIAL
MEDIA
SOCIAL MEDIA HAS DRASTICALLY CHANGED THE FUTURE OF ADVERTISING

Traditional media still out there, such as TV and radio ads, are no longer the
main source of getting customers, or at least not the cheapest. Social media has
become a game changer because it allows brands and companies with small
budgets to be in the presence of millions of people.

Today’s new strategies of marketing add to the bottom line of traditional marketing
by allowing marketers to determine a more strategic way to approach their target
audience. Brands are able to create stronger and more significant relationships
with the use of social media platforms. It’s evident that combining traditional meth-
ods and digital methods in a campaign will help you reach more people and gain a
higher success rate.

Nowadays, brands have a huge challenge when they are dealing with their clients.
This challenge is to create trust. Traditional media is one way to put your brand
out in the market. With it, you can generate a lot of noise and get noticed, but the
power of a 360 campaign also relies on being able to combine the traditional media
and the new media of advertising. Because it is really difficult to get people to trust
your products or services and stand out in saturated industries, social media is an
efficient way to showcase your brand. By baring your soul and allowing people to
know you with transparency, you will be able to build trust, long-term relationships
and eventually accountable customers.

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 SOCIAL MEDIA IN PRACTICE

T
he best way to grow your brand in a long-lasting way is through a con-
sistent plan of organic content that you need to generate in your own
and unique way. Either if it’s a startup or a business with a long trajec-
tory if you deliver good quality content, people would start to notice you
more and more. Good quality content it’s meant to the information that
gives valuable material and insights to your audience. Be unique and inspiring
with the content. Evoke the brand’s belief and culture.

Instagram feed @sixnfive

BE CREATIVE
There is not a “bible” that says and explain exactly what the steps are to grow a
brand in social media. However, there are key findings to recognize the charac-
teristics that would determine how you are doing and how are you going to deliver
the content to your audience. Start building relationships with transparency and
try to post on a daily basis. It doesn’t matter if you skip a day or two but try to be
disciplined and consistent with your presence in social media.

One tactic that is completely real and relevant is any type of video content. It’s
been scientifically proven that the spam attention people have with videos has
decreased from 12 to 8 seconds. The easier you make to digest the content you
produce the easier it’ll be to generate a higher rate of engagement.

Moreover, with time and uniformity, you will find your brand’s voice, something
you may not already have. The brand’s voice is how you talk to people and how
interactions occur. Is it humorous, serious, formal, political, rigid, or maybe pro-
vocative? This should align with brand’s target and goals. According to Facebook
Blueprint’s “Creative Best Practices”: “you need to create content that does
one of the following: makes me cry, makes me laugh or surprises/provoke
me.”

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 Conclusion

B
y reading this eBook, you should now understand the importance
for companies to have a social media presence. Social media is an
essential piece when it comes to your company’s marketing plan and
strategy. Social platforms will help you in connecting with your cus-
tomers, increasing brand awareness and boosting your sales. You
need to take into consideration that there are more than three billion people out
there remove using social media every day. It’s not a passing trend but a rapidly
increasing one.

Social media marketing helps validate your brand within your audience. A com-
pany’s social media presence, when done correctly, make customers aware that
you are active and present. This will drive communication with consumers away
from your competition. If you manage to build a smart and creative social media
plan, you will engage your customers based on clear objectives, goals and strate-
gies. You need to make sure that your potential consumers see you and not your
competitors. For this reason it’s important to understand the role that social media
plays in communication. As a brand leader or digital marketer, you need to make
sure that your company’s social media matches and is aligned with your other
communication channels. That way, all communication efforts will be enhanced,
and this will help you achieve successful and effective campaigns.

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 An eBook by Leonardo Fonseca and Maite Nasser

Art Direction and Master of Science in Mass Communications Graduates

LEAR N M O R EAB O UTF LO R I DAI NTE R NATI O NAL

U N I V E R S ITY’S C R EATI V ETRAC K PR O G RAM

Visit Florida International University’s website to learn more about the Global
Strategic Communication Creative Track Master’s Program https://communica-
tion.fiu.edu/gsc-creative/ Contact Grizelle De Los Reyes, Director of the FIU-MAS
Creative Track Program at [email protected]

Special thanks to the experts, Charity Sapphire and Alexa Morales for their contri-
bution in this paper.

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