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Strategic Planning
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Transcript

  • 1. Strategic Planning
  • 2. Strategic Planning Aims Stages Metrics
  • 3. Social Media Aims Evans: influence the conversation, amplify recommendations, facilitate conversions (purchases) Zarella: call people to action ◦ Sticky CTA: finding ways to sustain visitors from traffic spikes (campaigns) ◦ Conversion CTA: increasing leads and encouraging purchases (on-going strategy)
  • 4. Social Media Aims (Evans 164)
  • 5. Social Media Stages Evans: map channels to objectives and social media feedback cycle Gentle: Listen, participating, generate content Zarella: monitor, respond, research, integrate, call to action
  • 6. Social Media Stages (Evans 332)
  • 7. Social Media Metrics Evans: Per fundamentals goal and the social media feedback cycle or traditional marketing models Zarella: Per location and channel
  • 8. Evans 294, 299
  • 9. TraditionalModels(Evans 337)
  • 10. Content, Relevance, Impact (Evans 300,302)
  • 11. Content, Relevance, Impact (Evans303)
  • 12. Zarella Metrics Your site ◦ ROI ◦ Engagement ◦ Hits Off site ◦ Twitter followers, micro-conversations, retweets ◦ Facebook followers, Insights ◦ Media sharing views, subscribers, likes ◦ Reviews and recommendations ◦ Earned media
  • 13. ROI (Evans 145)
  • 14. ROI & Social Feedback Cycle (Evans160)
  • 15. Synthesizing Metrics Evans: report cards or dashboards (162) Zarella: key performance indicators (221)