Have you worked already on the online strategy for your business?

We’d like to share with you an overview of our 2010 social media strategy. It’s a good opportunity to help you start with your own plan, give you some ideas or at least point you in the right direction 🙂
We are absolutely open to suggestions so remember to leave your comment at the end of the post!!


Focus: Build authority / Expand community /  Increase US & UK readership / spark conversations / *Networking / Improve search engine rankings

* This year we’ll choose to read and comment on 10 blogs: 5 will be to follow trends and stay up to date, the other 5 will be strictly for business networking.

Blog topics (Tip: Define categories first)

Reviews, Video tips, Internet marketing, Social media

Blog’s ideas sandbox:

Ask on LinkedIn Q&A, Read other blogs (listen)/ reblog, Reviews (books, events, apps, etc), Web trends/ Search / video tips


  • Frequency: Twice a week
  • Posts must offer value
  • Must include images and/or video
  • Time allocated per post (research, writing, marketing) = 2 to 3 hours

Blog post Marketing

  • Include relevant trackbacks in the post
  • Send tweets throughout the week to promote the content
  • Bookmark: delicious.com, bookmarks.yahoo.com, stumbleupon.com
  • Submit post to: Bizsugar.com, Digg.com and Reddit.com
  • Send post only to relevant LinkedIn groups and “follow” articles (this way you’ll be notified if someone makes a comment so you can follow up)
  • Submit blog feed to 5/10 RSS news feeds weekly

Video & Photo content

Photos will be uploaded to FlickR and Facebook (automatic to Twitter).
Videos will be uploaded to You Tube / Tube Mogul, then Facebook (automatic to Twitter).

Subscribe to Channelship’s You Tube channel


Focus: Share engaging photo and video content / Build authority / Expand community /  Increase US & UK fans/ multiply interactions / Networking / Company-Industry communications

Building the community

  • Friend relevant contacts from Twitter and LinkedIn (profile)
  • Pump good photo and video content
  • Listen: reply to any question or comment ASAP. Keep the conversation
  • Interact: Make comments / “like” status updates
  • Facebook ads campaign: targeted to people in marketing and communications

Time allocated: 4 to 6 hours weekly


Focus: Share helpful-engaging links / Listen to random and selected conversations / Build authority / Expand US & UK community/ increase conversations / Networking / Company-Industry communications

Building the community

  • Follow contacts from LinkedIn
  • Follow back relevant contacts
  • Follow people especially traditional marketing and communications
  • Proactively do Q&A
  • Chit-chat
  • Share GOOD stuff! try to always include a link to good content

Time allocated: 6 to 8 hours weekly


Focus: Share helpful-engaging status updates / Build authority / Expand US & UK network/ increase group interactions / Business networking / Company-Industry communications / Increase business opportunities

Building the community

  • Follow contacts also on Twitter
  • Join US/UK strategic groups
  • Send blog posts only to relevant groups and “follow” the article.
  • Read groups’ digest and engage in relevant threads.
  • LinkedIn Q&A: offer value answering selected questions. Ask industry questions also.
  • Keep personal/business information and LinkedIn apps on profile up to date.

Time allocated: 6 to 8 hours weekly

Email Marketing

Focus: Share helpful-engaging content/ Build authority / Expand US & UK awareness/ increase business opportunities / Company-Industry communications / webinars main promotional tool

  • Platform: Mailchimp
  • Grow email database using website, webinars and offline networking.
  • Segment database!!! (don’t send every single person the same information!)
  • Newsletter will contain three topics: best blog post/s, Great tips or social media case study and invitation to monthly webinar
  • Frequency: Once a month

Time allocated: 5 to 10 hours monthly (depending on the campaign)

Have you found the strategy useful? Go ahead, and share below what worked for you last year or how can this strategy be improved!!



Follow Fred and Channelship on:

View Federico Caballero's profile on LinkedIn

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Federico Caballero's Facebook Profile

anything from co-browsing YouTube to playing games, adding funny effects to a live video conference, interacting on Facebook together with your contacts or even shopping for things online together with your friends or family members
Comments ( 20 )
  • Michelle Mangen says:

    I love how you laid out your plan – yours is much more detailed than the post I did this week. I also appreciate your transparency on what you plan to do (which is what I did as well).

    Best of luck to you in 2010!

  • Channelship says:

    Thanks very much for your comment Michelle. Glad you found the plan useful 🙂
    I had a look at your blog and love the way you broke down the subjects per day on your latest post! What we really like about those kind of approaches is that after reading them, you feel it's actionable and easy to execute on.
    Keep in touch!


  • Channelship says:

    Hi Fenril
    Thanks for sharing. Just had a look at heyspread and looks good. I'll check it out in depth during the week.

  • Michele Neylon says:

    Your comment about blogs doesn't make any sense to me at all.

    Unless I'm misunderstanding you, it sounds like you're going to only read a tiny number of blogs. That makes absolutely no sense.

    It also sounds like you're going to be spamming your own content to Digg, so you'll probably end up getting banned.

  • Channelship says:

    Thanks your comment Michele,

    I guess it's important to clarify who we're writing for: Even though we have businesses from different fields following our thoughts on web topics and social media, our target audience are Marketing and Communication staff that want to learn more about social media and make their first steps. Hopefully, they'll need our help and support as a next step 🙂

    In reference to the number of blogs: Based on the above, I suggested to pick 10 blogs (breaking it down: 5 to follow trends and 5 for networking purposes) because it's something actionable and easy to do. We'll definitely end up reading a lot more blogs but the habit of sticking to 10, provides and interesting discipline that pays off in the long run.

    Regarding Digg: We started testing Digg and Reditt three months ago and we're seeing great results (It's important to clarify that the post, including the video is not based on information gathered from other blogs but our experience from 2009). Our content through Digg helped us connect with a few interesting people in the States so we immediately saw a networking opportunity for instance.
    When you submit content to these platforms twice a week like us (Even once a day is fine) there's no way you'll be considered spam. You need to make sure that when you post you choose all the right options: e.i I don't want to submit a post about social media under the “Entertainment” section.
    As long as you pump good content, under the right section/tags you will not get banned.
    Finally, anyone having a look at the kind of content we share, will instantly know that's about value and not content from a spammer.

    Hope that helped.

  • Michele Neylon says:


    I still think your idea of how to handle blogs is incredibly backwards.

    If anyone actually followed it they'd get an incredibly skewed concept of how blogs really work.

    As for Digg – you're basically trying to game it.

    If your content is interesting and / or of value other people will Digg it for you.

    It's because of strategies like the one that you are encouraging that there is so much junk being submitted to sites like Digg


  • Channelship says:

    Fair enough Michele.
    I just modified the call-to-action at the end to encourage more comments on what works and what doesn't. It would be good to know what people think can work better to promote the blog…

  • Anonymous says:

    Hi, I am the Marketing Director at HeySpread.
    Thanks for this good article.
    That is true, Tubemogul is a good service.

    But you should really have a look at HeySpread for Professional Video Analytics and Video Distribution – http://bit.ly/5mD1CL. Far cheaper, with exclusive features such as YouClone (copy/paste your YouTube videos to any other platform automatically and in one shot), powerful and user-friendly interface, REST API for an easy and fast white label integration.

  • paulaflanagan says:

    Fred, this is terrific help and advice, as usual from Channelship.

    I'm particularly interested as I have just recently completed my website and as part of that I have started a blog. I teach computers, and I find that more and more people are now asking me to help set them up on Twitter, Linkedin, Facebook etc. with a view to promoting their business online.

    I'm anxious now to engage as much as possible and learn as much as I can about the whole world of social media, especially over the coming year, so many thanks for articles such as this one, and best of luck to yourself and Channelship for 2010!

  • Channelship says:

    Hi Paula, thanks for your comment 🙂
    Social media has been a hot topic for a while. The truth is that there're no “writteng in stone” plan, rules or structured ways of utilising the platforms so the beauty is that you can come up with your own masterplan!
    Glad that our post inpired you! 🙂

  • Fred says:

    Comment by Barney Austen on Facebook:

    “What a great breakdown, well considered and laid out.. and actionable. Must focus on this aspect of our business plan for this year – you've given me the nudge I need. Cheers”

  • danielplewman says:

    Thanks Guys, thats a well laid out plan and I am going to follow your layout for my own, one question why mailchimp for the emails?

  • Channelship says:

    You are welcome Daniel. Feel free to use, re-use and share 🙂
    Regarding emails. Two years ago we started testing some email marketing platforms such as Campaign monitor and Newsweaver but non of them were as complete, dynamic and cool as Mailchimp! really love these guys. They constantly come up with more features and integrations with other sites that you probably already use 🙂
    There's only one other platform that we haven't tested yet but we consistently hear good feedback about: http://www.aweber.com/

  • barryalistair says:

    You guys are to be commended for your positivity and openness to share your ideas.
    Well done Channelship

  • Social media marketing: It’s all about choice – using Twitter to increase the number of fans on your Facebook Page - Krishna De: Social Media Marketing, Online PR, Online Visibility, Digital Marketing, Dublin, Ireland, Europe says:

    […] Fred Caballero of Channelship an SME here in Ireland posted their social media plan for 2010 – note they are a web development agency so their plan may not be as relevant for your business. Adding up the number of hours they plan to spend posting one article to their blog, and then using Twitter, Facebook and LinkedIn each week they openly disclose that they plan to spend between 18 hours to 25 hours each week (this excludes their time creating, editing and posting video and their 5-10 hours per month they estimate on their newsletter). […]

  • elaineo2ideasroom says:

    Thanks for the post Fred. There is no doubting the power of digital marketing as a medium, however there is a role for traditional marketing to be integrated. Niall O’Driscoll recently blogged about traditional marketing’s relationship with digital on the O2 ideas room.



  • rachealomack says:

    Great Post!

  • SEO Reseller says:

    You mentioned those three social media sites there. There’s this chance that a member of one social network is not a member of another, so joining those three sites would be a good chance of connecting with a lot more people.nn– Ray

The comments are now closed.