Social media marketing strategy (Solomon, First and Second Edition)

The process of identifying objectives to accomplish, deciding how to accomplish these objectives with specific strategies and tactics, implementing actions to make the plan come to life, and measuring how well the plan met the objectives.

1. Chapter 2– Social media marketing strategy (Solomon, First and Second Edition)

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.

3. Strategic planning – The process of identifying objectives to accomplish, deciding how to accomplish these objectives with specific strategies and tactics, implementing actions to make the plan come to life, and measuring how well the plan met the objectives.

4. Social media marketing maturity Stage of Trial phase Transition phase Strategic phase

5. IMC AND SMM . Integrated marketing communications – IMC (in depth social media marketing plan) 3 STAGES FOR SMM MATURITY Trial phase- first stage of the adoption cycle, exploring social media as an avenue. Transition stage- Social media activities occur somewhat randomly, a more systematic way of thinking starts to develop. Strategic phase- utilizing formal processes to plan social media marketing activities with clear objectives and metrics.

6. CONDUCT A SOCIAL MEDIA AUDIT conduct a social media audit , which includes social listening , a SWOT analysis and competitive assessment. Social media listening is: the process of monitoring the internet to determine what is being said about a particular brand, topic or industry. Start by determining which channels need to be monitored , including all social media networks, as well as blog sites, mobile apps, industry websites, review websites and more.

7. CONDUCT A SOCIAL MEDIA AUDIT . Create a list of keywords to monitor, such as variations of the company name, product names, industry hot topics, competitor names and products and more. Use these keywords to listen to conversations that are happening about the company, industry or community. Track the topics that customers and influencers are talking about, as well as what is being said about the competition.

8. CONDUCT A SOCIAL MEDIA AUDIT Is there a positive or negative sentiment about the brand? What are some of the pain points that customers are talking about? What platforms are customers using the most? Are mentions going up and down during certain times of the year? The answers to these questions will help craft the social media marketing strategy going forward. conduct a SWOT analysis (strengths, weaknesses, opportunities and threats) of the company’s social media accounts

9. Step 2 :objectives and budgeting

10. Objectives and metrics

11. Develop SMART objectives Specific Measurable Action oriented Realistic Time-lined .

12. Specific - stating exactly what needs to be accomplished. Measurable - including a target metric to be met. Attainable - the goal is challenging, yet achievable. Relevant - goals are consistent with other established company or marketing department goals. Time-based - including a time limit for achieving the goals. Develop SMART objectives

13. Sample objectives

14. social media marketing objectives

15. Social media objectives

16. call-to-action When creating a content strategy and posts for each social media platform, text and call-to-action links should always be tied to the social media marketing goals and objectives. For example, if the social media marketing objective is to increase website views, the social media posts should always include a call-to-action link to the company website.

17. Link strategic intent to KPLs

18. Gather target audience insight Step 3

19. target market In order to later determine which social media platform is best-suited for the target market, it’s important to collect a variety of demographic, interest and behavior data for the target market, including but not limited to

20. customer persona After companies have the information collected, they should group the target market into 3-5 customer personas. A customer persona is a representation of a company’s target market based on data collected from existing and target customers. Personas help companies understand the challenges customers face and guide social media marketing strategy. For example, for a brand targeting “moms,” the brand will need to create a customer persona for “moms” with relevant data.

21. Step 4 :select social zone

22. Figure honda’s zones

23. Step 5:developing an experience strategy

24. Step 5:developing an experience strategy

25. Step 6: Activation plan

26. The budget To determine the budget, make a list of tools and software needed. Such tools may include social media publishing tools, monitoring tools, reporting and analytics tools, graphic design or video production software, social selling software and more.

27. Budgeting for objectives

28. Step 7: manage and measure What metrics will allow us to assess effectiveness? How will we collect the data to assess

29. SM policy components Standards of conduct Disclosure requirements Standards for posting corporate information

30. Social media policy components: Standards of conduct – basic expectations of employee behaviour , online statements to be honest and transparent. Disclosure requirements – employees must disclose that they are affiliated with the organization, gifts or material compensation must be disclosed. Standards for posting corporate information – inappropriate sharing of information, copyright and private info.

31. How can organizations structure themselves to support social media marketing There are 3 basic models for social media structure: centralized, distributed, and combination. Centralized: social media department functions at senior level that reports to the CEO and is responsible for all social media activities. Distributed: no one person owns social media. instead all employees represent the brand and work social media into their roles Combination: involves both centralized and distributed. brand establishes a committee of social media leaders to make decisions

32. Social media structure Centralized structure ( e.g.,ford ) Distributed structure (e.g., twelp force) Combination structure(e.g., ibm

33. “”THANK YOU””