Social Media Objectives Definition Tool

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

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Social Media Objectives Definition Tool

by Thierry Cellerin on Feb 07, 2011

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Social Media Objectives Definition Tool — Presentation Transcript