Social Media Objectives Definition Tool
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Social Media Objectives Definition Tool

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Here is a simple method instrument I have developed to help my clients to express the main targeted objectives they would like to reach through their Social Media efforts. For any question contact me ...

Here is a simple method instrument I have developed to help my clients to express the main targeted objectives they would like to reach through their Social Media efforts. For any question contact me at tcellerin@buzzfactory.ru

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  • This is concise and straight to the point. Just what I was looking for. Keep up the great work Thierry. Thanks for sharing your information with us.
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    Social Media Objectives Definition Tool Social Media Objectives Definition Tool Presentation Transcript

    • Consumers Engagement Marketing  Social Media Objectives Definition FormBy  Thierry  Cellerin,  CEO  and  Founder  of  BuzzFactory  Ltd.  (tcellerin@buzzfactory.ru)     Engaging Consumers with Brands
    • Social Media Objectives Definition Work Process Determining Precisely your Goals is the Key of your Success What  are  your  goals?  Which  one  is  a  priority?  What  do  you  want  to  achieve?  How  do  you  want  your  brand  and   product  to  be  seen  and  discussed  online?   Before  embarking  on  any  Social  Media  markeIng  campaigns,  it  is  essenIal  to  set  your  goals  and  define  your  prospects   or  target  audience.  Without  a  clear  understanding  of  what  you  want  to  achieve  and  who  you  want  to  reach,  your   social  media  acIviIes  and  promoIonal  campaigns  will  not  be  focused  and  the  results  may  be  fragmented  and  weak.     BuzzFactory’s  Social  Media  Objec.ve  Defini.on  Form  is  an  operaIonal  quesIonnaire  that  will  help  you  idenIfy  and   prioriIze  your  Social  Media  goals.  As  we  strongly  recommend,  key  objecIves  must  be  discussed  and  agreed   together  with  your  company’s  execuIves:  General  managers,  MarkeIng  director,  PR  director  and  sales  forces.   We  recommend  to  provide  this  quesIonnaire  to  all  execuIves  concerned  by  your  Social  Media  markeIng  acIviIes   and  ask  them  to  answer  it  on  their  own.  Then  we  propose  to  organize  a  meeIng  where  we  will  compare  and  discuss   the  results  in  order  to  achieve  a  common  agreement.                   This  document  will  help  you  to  express:       -­‐  Your  Priority  ObjecIve  (key  target)       -­‐  Your  Secondary  ObjecIves       -­‐  A  Ime  frame  (short  terms,  middle  terms  and  long  terms  objecIves)       -­‐  Key  Performance  Indicators  metrics         -­‐  Resources  and  constraints  (allowed  budgets,  people)   Engaging Consumers with Brands
    • Social Media Objectives Definition Work Process 1. Definition of the General Context 1.  Describe  your  Brand:   2.  Describe  your  Product(s):   3.  What  are  the  strengths  and  weaknesses  of  your  Brand  and  /  or  Product(s)?:   Please  describe  shortly  your  business  model:   4.  Market  context  (Highly  compeIIve  market?  Who  are  your  most  important/aggressive  compeItors?):     5.  DistribuIon  Channels:         6.  Do  you  sell  online  or  expect  to  generate  revenue  from  your  website?:     Engaging Consumers with Brands
    • Social Media Objectives Definition Work Process 2. Definition of your Targeted Audience 7.  Describe  your  targeted  audience:   8.  Describe  your  ideal  client  (characterized  persona):   9.  Do  you  collect  your  clients  data  for  a  loyalty  program?  (newsleder,  CRM):   10.  What  are  today  your  Brand  and  Product(s)  awareness  level?:   11.  Are  your  customers  loyal  to  your  Brand  /  Product(s)?       12.  What  do  your  customers  think  and  say  about  your  Brand  /  Product(s)?:   Engaging Consumers with Brands
    • Social Media Objectives Definition Work Process 3. Definition of your Marketing Message 13.  What  is  your  Brand’s  posiIoning?:   14.  Do  you  have  a  Brand  Book  defining  your  Brand  IdenIty?:   15.  Describe  the  benefits  and  reasons  to  buy  of  your  Product(s):   16.  What  is  your  global  communicaIon  strategy?:   17.  What  is  your  main  markeIng  message  relayed  in  your  communicaIon?:   18.  What  is  your  global  communicaIon  budget?  What  budget  and  what  resources  will  you  dedicate  to  your   Social  Media  markeIng  efforts?:   Engaging Consumers with Brands
    • Social Media Objectives Definition Work Process 4. Definition of your Priorities  Please  classify  from  1  to  14  what  are  for  you  the  most  important  objecIves  to  reach  through  Social  Media  markeIng:     Ra@ng   Key  Objec@ves   Targets   Improve  the  retenIon  rate  and  the  Ime  spent  on  your  website.   Increase  web  traffic   Engage  the  audience  with  your  brand  and  product.   Increase  brand  loyalty   Create  and  manage  your  brand’s  online  community.   Improve  relaIonship  with  consumers   Create  targeted  landing  pages  according  to  the  key  words  researched.     Improve  search  engine  ranking   Publish  valuable  and  relevant  content  on  different  online  plahorms.   Improve  the  brand  online  visibility   Collect  users  data  to  create  a  data  base  for  CRM  purposes.     OpImise  commercial  offer   Generate  online  discussions  and  recommendaIons.   Increase  the  brand’s  reputaIon   Get  markeIng  data:  users  insights,  behaviours  and  feedback.   Improve  markeIng  approach   MoneIze  the  traffic  on  the  web  site.     Increase  sales  revenue   Promote  your  brand  and  product(s)  online.   Push  sales   Create  relaIonships  with  online  influencers.   Build  Brand  equity   Turn  your  most  loyal  customers  into  brand  evangelists.   Generate  Word  of  Mouth   Build  beder  products  and  services  through  collaboraIon  with  clients  (crowdsourcing).   Improve  your  offer   Help  out  and  answer  users  quesIons  about  your  Brand  and/or  Product(s).   OpImize  client  support   Engaging Consumers with Brands
    • Social Media Objectives Definition Work Process 5. Definition of your KPIs Metrics  Please  select  10  metrics  that  seems  the  most  relevant  to  you  to  measure  the  impact  of  your  Social  Media  markeIng:     Your Website:   Your Vkontakte Fan Page: Communication Campaigns:   Total  #  of  visitors.     #  of  fans.     #  of  reach.     #  of  unique  visitors.     Growth  rate  of  fans.     #  of  views  (video).     #  of  newsleder’s  opt’in.     #  of  comments.     #  of  Opportunity  To  See.     Traffic  of  your  compeItors.     #  of  wall  posts.     Click-­‐Through-­‐Rate.     #  of  page  view.     #  of  game  parIcipants.     #  of  engagements  (Call-­‐to-­‐acIon)     Avg  #  of  page  view  /  visitor.     #  of  votes.     Cost-­‐Per-­‐Contact/Lead.     Avg  lengths  of  visits.     #  of  social  sharing.     #  of  your  compeItors’  fans.       #  of  links  forwards.     #  of  comments.     #  of  Brand  menIons  in  blogs.     #  of  lead  generated.     #  of  Brand  menIons  on  Twider     %  of  Returning  visitors  vs.  new   Your Twitter Account:     #  of  Brand  menIons  on  Vkontakte   visitors.     #  of  social  sharing.  (budons)     #  of  followers.     Newsleders’  opt’in  growth  rate.     Online  sales  growth.     Growth  rate  of  followers.     #  of  posts  on  your  Social  Network     Bounce  rate.     #  of  tweet  link  clicked.     #  of  visitors  on  your  website.     #  of  votes  received.     #  of  Retweet.     Website  traffic  growth.     %  of  referring  traffic  from  social     #  Brand  /  product  menIons     Impact  on  online/offline  sales.     networks  and  bookmarking  sites.     on  Twider.     #  of  leads  generated.   Engaging Consumers with Brands