The production stage involves the creation and configuration of all the resources we need to carry out our social media marketing plan.
Social Boom Agency expert Jeffreys Booom said that the first step is to make an inventory of all economic, technological and human resources that we have and we can get, and then select and configure that we will use.
STEP 1 choice of tools to use in our social media marketing plan
For the implementation of our plan of social media marketing, we will need many social networking tools that help us and facilitate the work, know how to properly choose which tools to use is not an easy task because in today’s market there are many both free of payment and we must know how to select the ones we agree to achieve our goals.
To better understand which are the management tools necessary for the implementation of social media marketing plan, we can divide them into categories:
Analytic tools to optimize the strategies we are developing, track and analyze what the competition is doing, meet the organic scope, interaction, growth of fans, the influence of our brand, etc.
Tools to measure the influence that our brand is having on the social networks so that it can extend and increase our community.
Social networks management tools: help us to save time in the management of social networks and blogs that we are using to implement our social media marketing plan, being able to manage all social profiles we have in one place, create contests, manage comments, online surveys and events, schedule and program content publishing, manage followers, etc.
Tools for monitoring the results we are achieving with respect to KPIs or performance indicators that define in the creative phase to improve ROI differentiating between paid, organic and viral, for graphical reporting of results, etc.
SMO Tools or Social Media Optimization: allow us to increase the scope performing organic optimization tasks and content creation, making email marketing strategies, create pages catch, make video transmissions, etc.
Step 2: Creation and design of social profiles
Each social network has different functions and purposes, there are horizontal so-called social networks that do not have a well-defined subject as Facebook, Twitter or Google+, there are other so-called vertical based on a specific topic such as Linkedin or Xing, there are social networks geolocation as Fousquare and social networking content like YouTube, Pinterest or Instagram.
We must create and configure company’s profile in the networks that we have decided to use for our social media marketing plan according to the policies of each.
STEP 3: Optimizing Web
If there is no web site and its respective blog, including the design we create our brand. In the case that our company already has a web site, we must correct all errors that could affect the results of our social media marketing plan, based on the results of analysis of the internal audit that apply in the study phase, making the necessary changes to optimize its usability, accessibility, visibility on the Internet and mobile devices, improve search engine optimization, etc.
Step 4: Configure advertising campaigns
If our social media marketing plan includes advertising media, we select the most appropriate channels to the objectives and our target audience, such as Google Adwords, Facebook Ads, Ads Linkedin, Twitter ads, Pinterest ads, affiliate campaigns, CPA campaigns, mobile advertising etc.
Then correctly configure the type of campaign pay per click (CPC) for display (CPM), per lead (CPL) or per acquisition (CPA), tracking pixels and Retargeting, target audience, define key words to use, generate ads using text, video and attractive images respecting the policies of each network, set the cost of each ad, set the time zone and optimal segmentation etc.
Step 5: Configuring marketing tools
Depending on the goals outlined in our social media marketing plan, we may need to install and configure different marketing tools as auto answer, service, email marketing services, applications for creating landing pages or pages of catches, search tools content, image and video banks, directories, news, and healing tools for creating content, creators of video, animations, and PDF, monitoring forums, online video, blogs makers etc.
Step 6: Define the roles of the professionals involved
To avoid delays in the implementation of social media marketing plan, we must identify clearly who will participate, to avoid bother people who have not normally related to the marketing of the company.
You have to know exactly who is responsible for the area of Marketing for the company and who has both economic and operational decision-making power, define whether the operational part of the plan will be executed within the organization or have to hire external services (outsourcing) or a mixture of both options.
With this data at hand must assign each person their responsibilities.
• There should be a person responsible for approving the strategies, budgets and the crisis plan.
• A person responsible for defining the objectives and target audience.
• A person charged in the production of the material published in both networks and blogs.
• A person in charge of the graphics and video production.
• A person responsible for managing the communities and communication between the company and fans.
• A web programmer involved in configuration and website optimization.
It is possible that in a small business all these activities makes them one person or that we make ourselves, in this case the company can help hiring external people willing to work as freelancers.