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1 
How to Plan 
Social Program Budgets for 2015 
How to Plan 
Social Program Budgets 
for 2015 
GEMMA CRAVEN | SEPTEMBER 30, 2014 
Gemma Craven 
Executive Director, Strategic Markets 
Spredfast
Agenda 
2 
1. Invest more now in social to reap the rewards 
in 2016 
2. Evaluate where you are on the social maturity 
curve 
3. Allow flexibility in planning & budget for 
change 
4. Evaluate social programs in smaller time 
increments 
5. Platforms and partners can help with a data 
deep dive 
Agenda
3 
Annual planning is a 
company’s 12 month 
roadmap 
Social marketers must also forecast expected 
budget and costs. Yet this fast moving space is 
much harder to evaluate historically. 
How should social marketers 
plan for 2015?
Invest more now to 
reap the rewards 
next year
Social spend is expected to 
increase 128% 
in the next 5 years. Allowing budget for 
growth will support scale, integration, 
training and more. Ensure you have 
quantitative proof of how social supports 
your overall business goals.
6 
Evaluate 
where you are on the Social 
Maturity Curve
Take a long term, realistic view of 
where you are, social maturity-wise. 
This will stop the feeling of needing to 
throw everything in to your annual 
social budgetary plan.
Allow flexibility in 
planning and 
budget for change
Build flexibility into budget 
and allow for the shifting nature of the 
space. A reserve budget can help fill in the 
gaps; allowing teams to test and learn can 
support programs that arise later in the 
year.
10 
Evaluate 
this year’s social programs in 
smaller increments
Take a quarterly based view on 
results as well annual, to see if there 
are shifts in these timeframes that will 
help plot out where change and 
growth can come from over the next 
12 months.
Platforms and 
partners can help 
with a data deep 
dive
There was never a better 
time to call on your partners 
The smart analytics folks, who can aggregate 
and analyze the data your programs generate, 
can help forecasting growth and performance 
based on the data they are used to working 
with each and every day.
14 
Conclusion 
1. Invest more now in social 
2. Evaluate where you are on the social 
maturity curve 
3. Allow flexibility & budget for change 
4. Evaluate social programs in quarterly 
increments 
5. Call on platforms and partners to help 
plan ahead
15 
Social media marketing is a 
fast moving space. 
By adapting a social-ready planning strategy, 
budgets can be tailored to ensure the most 
effective and impactful programs in 2015.
16 
Thank You 
Gemma Craven 
Executive Director, Strategic Markets, Spredfast 
gcraven@spredfast.com 
@gemsie

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Annual Planning & Social Media - What You Need To Know

  • 1. 1 How to Plan Social Program Budgets for 2015 How to Plan Social Program Budgets for 2015 GEMMA CRAVEN | SEPTEMBER 30, 2014 Gemma Craven Executive Director, Strategic Markets Spredfast
  • 2. Agenda 2 1. Invest more now in social to reap the rewards in 2016 2. Evaluate where you are on the social maturity curve 3. Allow flexibility in planning & budget for change 4. Evaluate social programs in smaller time increments 5. Platforms and partners can help with a data deep dive Agenda
  • 3. 3 Annual planning is a company’s 12 month roadmap Social marketers must also forecast expected budget and costs. Yet this fast moving space is much harder to evaluate historically. How should social marketers plan for 2015?
  • 4. Invest more now to reap the rewards next year
  • 5. Social spend is expected to increase 128% in the next 5 years. Allowing budget for growth will support scale, integration, training and more. Ensure you have quantitative proof of how social supports your overall business goals.
  • 6. 6 Evaluate where you are on the Social Maturity Curve
  • 7. Take a long term, realistic view of where you are, social maturity-wise. This will stop the feeling of needing to throw everything in to your annual social budgetary plan.
  • 8. Allow flexibility in planning and budget for change
  • 9. Build flexibility into budget and allow for the shifting nature of the space. A reserve budget can help fill in the gaps; allowing teams to test and learn can support programs that arise later in the year.
  • 10. 10 Evaluate this year’s social programs in smaller increments
  • 11. Take a quarterly based view on results as well annual, to see if there are shifts in these timeframes that will help plot out where change and growth can come from over the next 12 months.
  • 12. Platforms and partners can help with a data deep dive
  • 13. There was never a better time to call on your partners The smart analytics folks, who can aggregate and analyze the data your programs generate, can help forecasting growth and performance based on the data they are used to working with each and every day.
  • 14. 14 Conclusion 1. Invest more now in social 2. Evaluate where you are on the social maturity curve 3. Allow flexibility & budget for change 4. Evaluate social programs in quarterly increments 5. Call on platforms and partners to help plan ahead
  • 15. 15 Social media marketing is a fast moving space. By adapting a social-ready planning strategy, budgets can be tailored to ensure the most effective and impactful programs in 2015.
  • 16. 16 Thank You Gemma Craven Executive Director, Strategic Markets, Spredfast gcraven@spredfast.com @gemsie

Notes de l'éditeur

  1. Caro Wallis Horizontal Coloured Pencils Flickr
  2.   Haydelis Arias Color pencils Flickr