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Social media chapter 2

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Tsu-Min Lin

This document discusses the key steps in creating an effective social media marketing plan: 1. Listening and observing social media conversations about your brand, competitors, industry to understand audiences and opportunities. 2. Setting goals such as increasing brand awareness, improving perceptions, and expanding loyalty. 3. Determining strategies by linking goals to specific social media platforms and developing a call to action for each one based on the target audience and their behaviors. Strategies also involve contributing valuable content and collaborating with members to build relationships.

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Chapter 2: Goals & Strategies Ann Apostol Ally Szotak Casey Chin Tsu Lin Dave Pajak
How to create a winning Social Media Plan? The two most important steps in this process are: 1)Goal Setting 1)Strategy Determination
What is a Social Media Marketing Plan? A Social Media Marketing Plan details an organizations social media goals and actions necessary to achieve them. Social Media Marketing Plan is a continuous process, as illustrated by the Social Media Marketing Planning Cycle.
Social Media Marketing Planning Cycle
Listening and Observing: 5 Stages During the Listening and observing stage, marketer should look into conversations about different brands and company. Look into other company and relevant industry in the social media area as much as possible. This allows you to identify where the organization and what audience they are targeting.
Listening and Observing: Stage 1 Listening to conversation about a brand or company - listen to a conversation - pay attention to what they are saying about the brand - use social media - both positive and negative - help prepare for common questions
Listening and Observing: Stage 2 TO what people say about the competitors - people say about competitors - competitors say about themselves - identify the competitors social media - build strategy based off of competitors
Listening and Observing: Stage 3 Listen to what people say about the Industry or Category - listen to overall industry - consumer say - does it create opportunity - remember to connect - help understand
Listening and Observing stage 4 Listening for the tone of the community - observe the Tone of the Community - watch consumers interaction on social media - look out for slang terms to describe a brand - competitor - industries - brand
Listening and Observing stage 5 listening to different social media channels - figure out where target audience hangout - all social media have distinctive audiences - linkedln age 13-34 - for affluent, older and educated - twitter - less wealthy than linkedin and facebook
Setting Goals Main goal is to know what you can accomplish through social media - social media marketing goals include - brand company - increase customer satisfaction - driving word of mouth recommendation - produce new product ideas - generate leads
Setting Goals Social Media Marketing Goals: - Build brand - Increase brand awareness - Improve brand Perception - Positioning a brand - Expand brand loyalty - Increasing customer satisfaction
Determining Strategies Overall goals - mission and general marketing goals Social Media should NOT be only marketing strategy >> link to broader marketing plan The listening stage How do people feel about company, product, service, person, or issue? How are competitors using the social media platform? Which platforms seem most viable? Where does the companys target audience hang out and what do they do there? How can this information benefit in using strategic opportunities?
Determining Strategies The 8 Cs of Strategy Development Categorize social media platforms by target market relevancy Comprehend the rules of the road on the platform by listening and learning how to behave, successfully spark conversation, and engage and energize the participants Converse by acknowledging and responding to other users on the platform, always remembering to be a contributor, not a promoter Collaborate with platform members as a means of establishing a mutually beneficial relationship with the platform participants Contribute content to build a reputation and become a valued member Thought leaders- experts in an industry
Determining Strategies HubSpot Case Study: Founded in 2004 at MIT Marketing software Developed a social media marketing strategy based on strategic objectives, its customer base, and the importance of content Primary goal = generate leads Identified target audience >> starting with the buyer personas >> allow themselves to know their base on a detailed level Uses (not limited to) blog, Twitter, Facebook, and LinkedIn Created a call to action >> used on each social media platform
Linking Goals w/ a Call to Action To effectively measure success, you need your call to action There are different calls to action for each media strategy Your call to action should flow consistently from your marketing goals There will be several calls to action that increases the engagement levels of the consumer Getting to sale is the final step of your calls to action
Self-Promotion vs. Building an Army of Advocates Brand advocates reach out to their friends They create natural positive recommendations which do not require any form of compensation This free advertisement and gestures of goodwill increase customer relations Having access to positive testimony from honest people can help a bad scenario
The Benefits of Building an Army of Advocates: Examples Popular Youtubers Tight Knit communities of enthusiasts Streamers Customer Reviews https://www.youtube.com/watch?v=i1qnIBLNOG0

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Social media chapter 2

  • 1. Chapter 2: Goals & Strategies Ann Apostol Ally Szotak Casey Chin Tsu Lin Dave Pajak
  • 2. How to create a winning Social Media Plan? The two most important steps in this process are: 1)Goal Setting 1)Strategy Determination
  • 3. What is a Social Media Marketing Plan? A Social Media Marketing Plan details an organizations social media goals and actions necessary to achieve them. Social Media Marketing Plan is a continuous process, as illustrated by the Social Media Marketing Planning Cycle.
  • 4. Social Media Marketing Planning Cycle
  • 5. Listening and Observing: 5 Stages During the Listening and observing stage, marketer should look into conversations about different brands and company. Look into other company and relevant industry in the social media area as much as possible. This allows you to identify where the organization and what audience they are targeting.
  • 6. Listening and Observing: Stage 1 Listening to conversation about a brand or company - listen to a conversation - pay attention to what they are saying about the brand - use social media - both positive and negative - help prepare for common questions
  • 7. Listening and Observing: Stage 2 TO what people say about the competitors - people say about competitors - competitors say about themselves - identify the competitors social media - build strategy based off of competitors
  • 8. Listening and Observing: Stage 3 Listen to what people say about the Industry or Category - listen to overall industry - consumer say - does it create opportunity - remember to connect - help understand
  • 9. Listening and Observing stage 4 Listening for the tone of the community - observe the Tone of the Community - watch consumers interaction on social media - look out for slang terms to describe a brand - competitor - industries - brand
  • 10. Listening and Observing stage 5 listening to different social media channels - figure out where target audience hangout - all social media have distinctive audiences - linkedln age 13-34 - for affluent, older and educated - twitter - less wealthy than linkedin and facebook
  • 11. Setting Goals Main goal is to know what you can accomplish through social media - social media marketing goals include - brand company - increase customer satisfaction - driving word of mouth recommendation - produce new product ideas - generate leads
  • 12. Setting Goals Social Media Marketing Goals: - Build brand - Increase brand awareness - Improve brand Perception - Positioning a brand - Expand brand loyalty - Increasing customer satisfaction
  • 13. Determining Strategies Overall goals - mission and general marketing goals Social Media should NOT be only marketing strategy >> link to broader marketing plan The listening stage How do people feel about company, product, service, person, or issue? How are competitors using the social media platform? Which platforms seem most viable? Where does the companys target audience hang out and what do they do there? How can this information benefit in using strategic opportunities?
  • 14. Determining Strategies The 8 Cs of Strategy Development Categorize social media platforms by target market relevancy Comprehend the rules of the road on the platform by listening and learning how to behave, successfully spark conversation, and engage and energize the participants Converse by acknowledging and responding to other users on the platform, always remembering to be a contributor, not a promoter Collaborate with platform members as a means of establishing a mutually beneficial relationship with the platform participants Contribute content to build a reputation and become a valued member Thought leaders- experts in an industry
  • 15. Determining Strategies HubSpot Case Study: Founded in 2004 at MIT Marketing software Developed a social media marketing strategy based on strategic objectives, its customer base, and the importance of content Primary goal = generate leads Identified target audience >> starting with the buyer personas >> allow themselves to know their base on a detailed level Uses (not limited to) blog, Twitter, Facebook, and LinkedIn Created a call to action >> used on each social media platform
  • 16. Linking Goals w/ a Call to Action To effectively measure success, you need your call to action There are different calls to action for each media strategy Your call to action should flow consistently from your marketing goals There will be several calls to action that increases the engagement levels of the consumer Getting to sale is the final step of your calls to action
  • 17. Self-Promotion vs. Building an Army of Advocates Brand advocates reach out to their friends They create natural positive recommendations which do not require any form of compensation This free advertisement and gestures of goodwill increase customer relations Having access to positive testimony from honest people can help a bad scenario
  • 18. The Benefits of Building an Army of Advocates: Examples Popular Youtubers Tight Knit communities of enthusiasts Streamers Customer Reviews https://www.youtube.com/watch?v=i1qnIBLNOG0