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1 
How to Plan 
Social Program Budgets for 2015 
How to Plan 
Social Program Budgets 
for 2015 
GEMMA CRAVEN | SEPTEMBER 3...
Agenda 
2 
1. Invest more now in social to reap the rewards 
in 2016 
2. Evaluate where you are on the social maturity 
cu...
3 
Annual planning is a 
company’s 12 month 
roadmap 
Social marketers must also forecast expected 
budget and costs. Yet ...
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, integrati...
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...
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 
gap...
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 pl...
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 dat...
14 
Conclusion 
1. Invest more now in social 
2. Evaluate where you are on the social 
maturity curve 
3. Allow flexibilit...
15 
Social media marketing is a 
fast moving space. 
By adapting a social-ready planning strategy, 
budgets can be tailore...
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

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In Q4 Many companies head into planning mode. This is a process known as AOP which in this case means Annual Operating Planning. AOP provides an adjustable roadmap for the upcoming fiscal year. This plan is built by evaluating prior data for all aspects of the business, including revenue, production, capacity and expense. Setting an AOP requires input from numerous members of an organization, including those in sales, production, marketing, and social media marketing teams. The AOP is the social media marketer’s opportunity to submit expected budget and costs for the year ahead to ensure adequate funding throughout the year to help scale and grow internal social efforts. This Slideshare is your guide to align your AOP and your social efforts. The accompanying blog post can be found here: http://bit.ly/10leXkl

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Annual Planning & Social Media - What You Need To Know

  1. 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. 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. 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. 4. Invest more now to reap the rewards next year
  5. 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. 6 Evaluate where you are on the Social Maturity Curve
  7. 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. 8. Allow flexibility in planning and budget for change
  9. 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. 10 Evaluate this year’s social programs in smaller increments
  11. 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. 12. Platforms and partners can help with a data deep dive
  13. 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. 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. 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. 16 Thank You Gemma Craven Executive Director, Strategic Markets, Spredfast gcraven@spredfast.com @gemsie
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In Q4 Many companies head into planning mode. This is a process known as AOP which in this case means Annual Operating Planning. AOP provides an adjustable roadmap for the upcoming fiscal year. This plan is built by evaluating prior data for all aspects of the business, including revenue, production, capacity and expense. Setting an AOP requires input from numerous members of an organization, including those in sales, production, marketing, and social media marketing teams. The AOP is the social media marketer’s opportunity to submit expected budget and costs for the year ahead to ensure adequate funding throughout the year to help scale and grow internal social efforts. This Slideshare is your guide to align your AOP and your social efforts. The accompanying blog post can be found here: http://bit.ly/10leXkl

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