V. PROPOSED STRATEGIC PLAN
A. Objectives and rationale of the proposed plan
What do you want to accomplish with your SoLoMo plan? Want are your objectives? This is a critical aspect of your project because the judges will evaluate the value of the goals and how they are reflected in the actual proposed plan.
Defining clear objectives is critical because knowing what the campaign is designed to accomplish brings in more positive and useful results.
You have a lot of options to consider in this part of your planning. You will be tempted to select a long list of objectives. Be careful. I would focus on a few key objectives. Make sure you have selected objectives that can be accomplished within the time frame of the campaign and can be measured.
For example, Facebook provides these options for advertising objectives:
Clicks to Website: Send people to your website.
Website Conversions: Increase conversions on your website.
Page Post Engagement: Boost your posts.
Page Likes: Promote your Page and get Page likes to connect with more of the people who matter to you.
App Installs: Get installs of your app.
App Engagement: Increase engagement in your app.
Offer Claims: Create offers for people to redeem in your store.
Local Awareness: Reach people near your business.
Event Responses: Raise attendance at your event.
Product Catalog Promotion: Automatically show products from your product catalog based on your target audience.
Brand Awareness: Reach people more likely to pay attention to your brand.
Lead Generation: Collect leads for your business.
Video Views: Create ads that get more people to view a video.
B. Proposed activities and timelines
This might be the "fun" section. Here is where you will list and explain what you plan to do in your campaign. How will you use So, Lo, and Mo!
This part of the report includes the specific components of your SoLoMo efforts. You will be tempted to go for "quantity" over "quality" again. Be careful not to attempt to "do everything." You need to have a few well thought out and well-planned strategies that can be implemented and lead to the achievement of your stated goals.
Remember those goals or objectives? If a campaign component does not take you closer to meeting one or more objectives--then don't do it!
Warning! Be detailed in how your planned activity works and how it will lead toward your objectives. As much as I hate to say this, it is likely that you will know more about SoLoMo than the judges who reads your paper or views your presentation. As a result, leave nothing to chance. Explain everything.
As for the timeline, you must determine the length of your campaign. There is no "right" answer for this. Here is the key: make sure the length of the campaign is sufficient to allow for accomplishing the objectives.
Then, determine how you will visually show the timeline that indicates when each component of your campaign is implemented. Some use a chart; others will use a calendar. Do what works for you but remember: less is more. Keep it simple.
C. Proposed metrics or key performance indicators to measure plan effectiveness
Simply put, this is where you indicate how you will measure and determine whether or not you achieved your stated objectives.
Pritt Kallas writes "There are a lot of things you can measure about you social media efforts. I have compiled a list of 48 KPIs (key performance indicators) that you can consider for you specific activities. One thing to remember is that you should set at least some metrics that indicate if you are turning profit. Otherwise you can reach your KPIs and still loose money.
Now, before you begin be sure to set the baseline. Look at the set of your chosen social media KPIs and and record the current value. These numbers are important but the rate of change is the main indicator for most of these metrics. For example it’s fantastic if you get 1000 followers in a day but not so if you get them over the year.
Concentrate on the rate of change of your chosen key performance indicators. This can be also expressed as a frequency of events. For example you could measure how many comments you get on Facebook per day, week or month.
You can combine several KPIs into one that is more meaningful for you. Ratios, such as comments per blog post, retweets per followers, help you measure audience activity and engagement."
Read his entire article and seemingly endless list of possible KPI's here.
Here are a few additional articles you should read:
The Top 26 Social Media KPIs Marketers Can’t Ignore
10 Social Media KPIs You Should Track and Monitor
61 Key Social Media Metrics, Defined
