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Chapter 2 (social media marketing strategy)
1.
SOCIAL MEDIA MARKETING STRATEGY 2
2.
Where Does SMM
Planning Fit? Business plan > Marketing plan > IMC plan > SMM plan Plans are blueprints for marketing strategy formulation and implementation. The plan serves as a road map to guide the firm, allocate resources, and make decisions. Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-2
3.
Stages of Social Media
Marketing Maturity Trial Phase Transition Phase Strategic Phase Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-3
4.
What are the
Steps in Social Media Marketing Planning? Conduct a situation analysis State objectives Gather target audience insight Select social zones and vehicles Create an experience strategy Establish an activation plan Execute and measure campaign Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-4
5.
Things to Keep
in Mind: A Plan __________. Tells a story Identifies the characters, place and time Tells how current situation came to be Defines what must happen for a good outcome Establishes challenges and what must be done to overcome them Clarifies the desired outcome Specifies measures of success (metrics!) Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-5
6.
Good Plan Characteristics
Understand the marketplace Establish clear measurable objectives Define performance targets Identify a customer group Explain what customers want Develop strategies tied to objectives (4 Ps) Include measurement plan Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-6
7.
Step 1: Situation
Analysis Review the firm’s environmental and SWOT analyses. Review the existing marketing plan and any other information that can be obtained about the company and its brands. Review the firm’s objectives, strategies, and performance metrics. Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-7
8.
Situation Analysis Are
there linkages between direct strategy and social? What activities can be tied to social media? What resources can be directed to social? Is the organization prepared for social? Who are our customers? Are they social users? Who are our competitors? What social media activities are they using? What key trends may affect our decisions? Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-8
9.
Table 2.3 Honda’s
Social Media SWOT Analysis Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-9
10.
Step 2: Objectives
and Budgeting Task (what is to be accomplished) Measurable quantity (how much) Time frame (by when) Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-10
11.
Objectives and Metrics
Ensure accountability Demonstrate financial contribution of marketing efforts Help us to work smarter and more efficiently Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-11
12.
Develop SMART objectives
Specific Measureable Action-oriented Realistic Time-lined Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-12
13.
Sample Objectives Increase
market share Increase the number of comments on a blog Increase sales revenue Reduce costs Achieve branding goals Increase database size Achieve customer relationship management goals Improve supply chain management Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-13
14.
Step 3: Gather Target
Audience Insight Which segments should we select to target? In which zones and communities do they participate? How do they use social media? What is important to them? Chapter 3 will tell you more! Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-14
15.
Step 4: Select
Social Zones Considering our objectives, budget, overall direct strategy and segment insight, which zones should be used and how? Social relationship Social publishing Social entertainment Social commerce Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-15
16.
Step 5: Developing
an Experience Strategy What are the campaign goals and/or communication tasks? Here the planner reviews these decisions and provides a succinct overview of the goals. What is unique and special about the brand’s position in the marketplace? Campaign work should leverage the brand’s positioning strategy. Who is the target audience? What do you want the audience to do? Do you want them to talk to the brand? Create and share content? Is there another group of people who can persuade the target audience to follow them?This group is your influencers.Why would these people want to share your message with others?What‘s in it for them? Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-16
17.
Developing an Experience Strategy
(2) What are the existing creative assets? How can the brand’s creative foster a social experience and be repurposed for social? How can we integrate with other branded media being used by the organization, and how long do we have to execute? What experiences are possible given target market needs and motives, the available channels, and the creative assets? How can we design these experiences to maximize device portability and access? What content will be needed? Comments? Questions and polls?Video? Images? Stories? Apps? How will experience engagement be extended and shared throughout the social channels? Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-17
18.
Step 6: Activation
Plan How do we make the plan happen? Who is responsible? What is the timing? What budget is needed to accomplish each objective? How do we ensure the plan is consistent with our larger objectives? Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-18
19.
Step 7: Manage
and Measure What metrics will allow us to assess effectiveness? How will we collect the data to assess? Standards of conduct Disclosure requirements Standards for posting corporate information Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-19
20.
Sample SM Policies Social
Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-20
21.
Organizational Structures for Social
Media Marketing Management Centralized Organic Honeycomb Coordinated Dandelion Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-21
22.
In the
centralized structure,the social media department functions at a senior level that reports to the CMO (Chief Marketing Officer) or CEO and is responsible for all the social media activations. In the organic structure,no one person owns social media. Instead, all employees represent the brand and work social media into their roles. In the hub and spoke(also called the coordinated) model, a team of people who are cross-functionally-trained are ready to address various social media needs. The dandelion model is essentially a multi-layered hub and spoke model. The holistic model is currently the least used. It truly refers to a structure within which all employees are empowered to use social media, use social media, and do so according to the company’s strategy. Social Media Marketing, 2e© 2-22
23.
Centralized Structure Social Media
Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-23
24.
Organic Structure Social Media
Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-24
25.
Holistic Honeycomb Structure Social
Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-25
26.
Coordinated Structure Social Media
Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-26
27.
Dandelion Structure Social Media
Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-27
Notas del editor
Table 2.1 illustrates the structure of a marketing plan. Table 2.2 illustrates a social media marketing plan outline. Appendix A illustrates a sample social media marketing plan.
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