How to Present Your B2B Social Media Planning Deck
Are you struggling to organize your big, juicy, strategic plans into one presentation deck? We’ve been there. Let’s break it down to the essentials: the key components of an effective deck that positions you and your department best, and makes your requests clear.
1. Give Some Background
As always, start with the data.
This portion of the deck should include:
- External research and trends
- Your brand’s social performance data
- Your competitors’ data
Starting your presentation with the data gives you a sense of authority, and a place to suggest improvement from. It also enlightens and educates your organization on the greater landscape: big-picture trends and specific competitor data.
2. Draw a Conclusion
You can’t just present the data. Where did the data land you? What did it teach you? This is where you explain what you have concluded through your research and social analytics.
For example, We learned that, while we have been patting ourselves on the back for creating such a robust community on Facebook, we’re still behind Competitor X on that network–which, as I’ve showed, is a serious growth network for our target market right now.
3. Reveal Your Campaign
How will you solve the problems you’ve identified through social analytics, or continue the positive growth you’ve presented on? By revealing your campaign, of course!
This section should include:
- Campaign title: Duh.
- Campaign objectives (or goals): What are you hoping to get out of this campaign from a business perspective, based on the data and conclusion from the previous section?
- Campaign KPI’s (Key Performance Indicators): How will you know you are making progress towards your goal? Which metrics can show you this?
4. Debut Your Plan of Attack
Exactly how are you going to achieve your objectives?
In this part of your deck, you’re explaining how you’re going to get there: Which specific steps will you take on each active social channel and by experimenting with emerging platforms like Instagram Live and Snapchat?
5. Explain How It Integrates with the Rest of Marketing
Next, explain which resources you’ll need from the rest of the marketing organization, and how you will work with and benefit other parts of the organization .
Examples of resources you might need:
- Thought leadership (i.e., exec availability for a Twitter chat)
- Email sends
- Graphic design
Examples of how you will work with and benefit other departments:
- Generating more speaking engagements for the CEO
- Creating more leads
- Driving content downloads
6. Hit ‘Em with Your Timeline
What does this process look like in actuality? Are there phases? When does phase 1 end and phase 2 begin? What are your checkpoints for deciding whether what you’re doing is working or if you need to pivot?
7. Ask for Feedback
Always end your presentation with enough time for questions and comments, and be confident in your data so that you’ll be able to answer any question you’re hit with. I recommend putting together an FAQ document for this presentation, with questions you think you might be asked and the answers, so you don’t freeze when the pressure is on.
Do you want a ready-made deck just like the one I outlined above? Then sign up for our four-week Gut Check eCourse. You’ll learn something new each week, which will help you put together a better plan, and this deck is included!
I’m the Head of Marketing Communications here at Simply Measured, where I’m responsible for our content program, social media marketing, PR, and comarketing ventures. I love yoga, The X-Files, peaty scotch, hiking, and poetry. If I were a social media channel, I’d want to be Instagram, but I think I’m Twitter.