The process of strategic planning is three-tiered, beginning at the corporate level, then moving to the business level, and lastly moving to the functional areas of the organization, including marketing. Because the creative applications related to social media are unique, it is necessary to use an approach for developing an in-depth social media marketing strategy much as advertising plans (also known as integrated marketing communications (IMC) plans or (marcom plans)
Each stage of the outline will be detailed on the following slides.
If you keep up with industry news, you might be tempted to think that every brand has a social media strategy. Each day seems to bring new stories about a marketing campaign with social media elements. On ads, storefronts, and business cards, we see “Follow me” calls to action as organizations large and small flock to Twitter and Facebook. This site was pretty sophisticated for the time; it invited visitors to shop online so they could order much of the same merchandise they saw on store shelves from the comfort of home. Beall’s would run display ads that rotated on Internet portals such as Yahoo! while other popular websites routed traffic to the store’s website. Advertising sought to drive traffic to the chain’s physical locations And websites (advertisers use the term traffic to mean consumers who visit a client, not cars that drive there). Like other department store chains, Beall’s employed additional marketing elements such as captivating in-store merchandising (e.g., stylishly dressed mannequins), competitive pricing, and in-store sales associates to drive sales. Beall’s also had a public relations initiative to ensure that local newspapers featured specific stores when they ran news stories on fashion trends and community events. 40% of the organizations included in market research firm Marketing Sherpa’s study reported that their social media activities resided in the transition phase. 33% were in the trial phase, and 23% were in the strategic phase.
The situation analysis details the current problem or opportunity the organization faces.
In this stage of the process, the planner elaborates on what is expected of the social media campaign and what financial and human resources are available to meet those objectives.
Social styles are such things as their level of social media participation, the channels they utilize and the communities in which they are active, and their behavior in social communities.
Within each zone are many specific vehicles that may be best-suited to reach a certain audience.
The agency also developed a traditional print campaign to increase brand awareness and drive traffic to the Facebook application. The print ads illustrated the experts featured in a Vanity Fair– style portrait. The headline, “Paint with the very best,” pays homage to the celebrity experts, while it emphasizes Benjamin Moore’s product superiority. In addition, online rich media units and television spots feature these same experts as they provide unscripted commentary on their experience with Benjamin Moore.
Consider the movie Eat Pray Love starring Julia Roberts that opened with great fanfare in 2010. Columbia Pictures relied heavily on social media for the movie launch. The timing of the social media marketing strategies and tactics were tied to the launch date for the movie in theatres; this allowed time for people to spread the word, talk about the book, and make plans to see the movie. The marcom plan for Eat Pray Love included the usual television commercials on network and cable, magazine ads in a variety of magazines including Real Simple and Oprah , and banner ads and rich media across popular Internet sites. In addition, the launch included a heavy dose of social media: An active Facebook fan page, an interactive Eat Pray Love scrapbook that invited fans to share a picture that epitomizes their own personal journal, three social games— Eat Pray Love Sudoku, WordSearch, and SCVNGR (an adventure-themed, geosocial mobile game), and a Share Your Story appeal for fans to share the answer to one striking question, What is one thing in life your friends said you could/would never do, but you did it anyway?
In the final stage of the strategic planning process, we implement the plan and measure the results. The data gathered on all aspects of the social media plan are used to provide insight for future campaigns.
In the centralized structure , the social media department functions at a senior level that reports to the CMO (Chief Marketing Officer) or CEO and is responsible for all the social media activations. In the distributed structure , no one person owns social media. Instead, all employees represent the brand and work social media into their roles. The combination structure involves both centralized best practices and decentralized execution.
Explore how social media was integrated into the
promotional plan for the movie, Eat Pray Love.