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Social media marketing 101 workbook

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  • 1. Social Media Marketing Plan Thissocial mediaengagementplantemplateismeanttoact as a roughframework/guide only. It shouldbe usedwiththe Centre of Excellence inPublicSectorMarketing’s (CEPSM) Social Media Marketing 101 Workbook,whichis available bycontactingPatriciaPegleyat pegleyp@halifax.ca Please review HRM’sSocial NetworkingGuidelines whenconsideringsocial mediaaspart of your overall communicationsplanning. Step1: Define your key issue(s) anddesiredoutcome(s) –pg 23 Before undertakinganystrategy,itisabsolutelynecessarythatyouhave clearlylaidoutwhatitisthat you’re tryingtoaccomplish.These strategicobjectivesshouldbe high-levelandaddressthe ultimate outcome that will determinesuccess.Everysucceedingelementinthisframeworkmusttie-intothese objectives. Keepitsimplebyansweringthe followingtwoquestions: QuestionA - What isthe keyissue youwishtoaddressbyengaginginsocial media? QuestionB - What wouldconstitute asuccessful outcome?
  • 2. Step2: Gauge your existing webpresence –pg 24 QuestionA - What isthe social mediaworldsayingaboutyou? QuestionB - What is the searchengine visibilityof yourwebproperties? QuestionC -What are the relevantkeywordsforyourinitiative?
  • 3. Step3: Conduct a SWOT Analysis –pg 30 QuestionA - What are some internal strengthsandweaknessesthatcouldaffectthe outcome of your online social mediainitiative? Internal Strengths: Internal Weaknesses: QuestionB - What are some external opportunitiesandthreatsthatcould affectthe outcome of your online social mediainitiative? External Opportunities: External Threats:
  • 4. Step4: Determine your online competition –pg. 32 QuestionA - Who are youronline competitors?
  • 5. Step5: Set strategic social mediaengagementobjectives (SMART) –pg. 35 Specific Measurable Achievable Relevant Time-based Q uestionA - What are the SMART objectivesuponwhichyouwill evaluateyoursuccess?
  • 6. Step6: Segmentation, Targeting andPositioning –pg. 36 QuestionA - How are you goingto segmentyourmarket? QuestionB - Who is yourtarget audience QuestionC - What isyour positioningstrategy?
  • 7. Step7: Choose the Right Tools and Marketing Mix –pg. 42 QuestionA - Whichsocial mediatools/applicationsshouldyouuse?
  • 8. Step8: Developa Social MediaPress Release –pg. 46
  • 9. Step9: Performance Measurement –pg. 47 QuestionA - How will youmeasure yourwebsite’sperformance? QuestionB - How will youmeasure yoursocial mediamarketingperformance?
  • 10. Step10:Ongoing Monitoring and Adjustments –pg. 51

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