Overview BEFORE You Start Your  Social Media Marketing
First - Traditional Marketing <ul><li>Don’t just jump into social media </li></ul><ul><li>Form “old-school” marketing plan...
Triple Jump - Hop, Step, Jump <ul><li>Hop – Understanding who you are </li></ul><ul><li>Step – Determine campaign objectiv...
Understanding Who You Are <ul><li>Define what you offer </li></ul><ul><li>Target Market </li></ul><ul><li>Value propositio...
Know The Market leader <ul><li>Who is the Market Leader </li></ul><ul><ul><li>And other competition </li></ul></ul><ul><li...
Benefits of Market Leadership <ul><li>Public recognition </li></ul><ul><li>Premium price margins </li></ul><ul><li>Shorter...
Next – The campaign <ul><li>Communication/Campaign Goal </li></ul><ul><li>Target Audience </li></ul><ul><li>Target Audienc...
Social Media Marketing <ul><li>Involve </li></ul><ul><li>Create </li></ul><ul><li>Discuss </li></ul><ul><li>Promote </li><...
Notes <ul><li>Excerpts from the Social Media Marketing Plan </li></ul><ul><li>Steve Goldner </li></ul><ul><li>[email_addre...
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Before social media

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Before social media

  1. 1. Overview BEFORE You Start Your Social Media Marketing
  2. 2. First - Traditional Marketing <ul><li>Don’t just jump into social media </li></ul><ul><li>Form “old-school” marketing planning to maximize communication and influence to your target market </li></ul>Marketing Plan Your Customers “ Fail to plan, plan to fail.”
  3. 3. Triple Jump - Hop, Step, Jump <ul><li>Hop – Understanding who you are </li></ul><ul><li>Step – Determine campaign objectives </li></ul><ul><li>Jump – Communication plan – including social media </li></ul>
  4. 4. Understanding Who You Are <ul><li>Define what you offer </li></ul><ul><li>Target Market </li></ul><ul><li>Value proposition </li></ul><ul><li>Position in Market </li></ul>Before you even think of communicating
  5. 5. Know The Market leader <ul><li>Who is the Market Leader </li></ul><ul><ul><li>And other competition </li></ul></ul><ul><li>Ready to be the leader for a target market? </li></ul>
  6. 6. Benefits of Market Leadership <ul><li>Public recognition </li></ul><ul><li>Premium price margins </li></ul><ul><li>Shorter sales cycles, lower cost of sales </li></ul><ul><li>Free 3rd party support </li></ul><ul><li>Lots of free publicity </li></ul><ul><li>Long product life cycles </li></ul><ul><li>Easy recruiting </li></ul><ul><li>Access to decision-makers </li></ul><ul><li>Customer loyalty and retention </li></ul><ul><li>Previews of new technology, customer plans </li></ul><ul><li>Most favorable distribution terms </li></ul>
  7. 7. Next – The campaign <ul><li>Communication/Campaign Goal </li></ul><ul><li>Target Audience </li></ul><ul><li>Target Audience Perceptions </li></ul><ul><li>Defined Offering </li></ul><ul><li>Call to Action </li></ul>
  8. 8. Social Media Marketing <ul><li>Involve </li></ul><ul><li>Create </li></ul><ul><li>Discuss </li></ul><ul><li>Promote </li></ul><ul><li>Measure </li></ul><ul><li>To </li></ul><ul><ul><li>Increase website traffic </li></ul></ul><ul><ul><li>Invoke positive user behavior (external and internal tracking) </li></ul></ul><ul><ul><li>Increase page views </li></ul></ul><ul><ul><li>Grow mindshare and brand awareness </li></ul></ul><ul><ul><li>Create a positive brand association and keep it sticky </li></ul></ul><ul><ul><li>Increase customer interaction and ultimately advocacy </li></ul></ul><ul><ul><li>Long term - conversion and sales </li></ul></ul>George Benckenstein
  9. 9. Notes <ul><li>Excerpts from the Social Media Marketing Plan </li></ul><ul><li>Steve Goldner </li></ul><ul><li>[email_address] </li></ul><ul><li>www.linkedin.com/in/stevengoldner </li></ul><ul><li>www.twitter.com/SocialSteve </li></ul>
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