chapter 2 (social media marketing strategy)

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2 SOCIAL MEDIA MARKETING STRATEGY 2

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Page 1: Chapter 2 (social media marketing strategy)

SOCIAL MEDIA MARKETING STRATEGY

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Page 2: Chapter 2 (social media marketing strategy)

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

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Stages of Social Media Marketing

MaturityTrial

Phase

Transition Phase

Strategic Phase

Social Media Marketing, 2e©© Tracy L. Tuten and Michael R. Solomon 2015

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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

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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

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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

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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

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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

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Table 2.3 Honda’s Social Media SWOT Analysis

Social Media Marketing, 2e©© Tracy L. Tuten and Michael R. Solomon 2015

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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

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Objectives and Metrics

Ensure accountability Demonstrate financial contribution of

marketing efforts Help us to work smarter and more

efficiently

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Develop SMART objectives

Specific Measureable Action-oriented Realistic Time-lined

Social Media Marketing, 2e©© Tracy L. Tuten and Michael R. Solomon 2015

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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 managementSocial Media Marketing, 2e©© Tracy L. Tuten and Michael R. Solomon 2015

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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

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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

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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©

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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

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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?

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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

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Sample SM Policies

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Organizational Structures for Social Media Marketing

Management Centralized

Organic

Honeycomb

Coordinated

DandelionSocial Media Marketing, 2e©© Tracy L. Tuten and Michael R. Solomon 2015

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Social Media Marketing, 2e©

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.

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Centralized Structure

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Organic Structure

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Holistic Honeycomb Structure

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Coordinated Structure

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Dandelion Structure

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