, Manager of Digital Content at Linden Lab, Associate Professor/Director of the Integrated Communication at Everett (ICE) program at The Edward R. Murrow College of Communication (Washington State University)
Defining your Marketing Plan What are your organization’s social media goals? How will you achieve them? Who is your audience? How much budget do you have to spend?
Social Media Marketing Planning Cycle Listen Set goals Define your strategy Identify your target audience(s) Select your tools Implement Monitor Fine tune REPEAT!
Five Stages of Listening 1. Listen to conversations about your brand 2. Listen to chatter about competitors 3. Listen to conversations about the broader industry 4. Listen for the tone and sentiment of the community 5. Listen to multiple social media channels
Social Media Goals Building your brand Increasing customer satisfaction Driving word-of-mouth recommendations Producing new product ideas Generating leads Handling crisis reputation management Integration with PR and advertising campaigns Search engine optimization (SEO)
Developing your Strategy The “Eight C’s” include: Categorize Comprehend Converse Collaborate Contribute Connect Community Convert
Closing the Deal: The Call-to-Action What “actionable” activity are you trying to elicit? How does your strategy help make that happen?
An Army of Brand Advocates Your audience can be your biggest ally…or enemy “Third person effect” Added credibility for an endorsement when it comes from a trusted friend, rather than a “distant other”
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