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Strategy Setting: 4 Questions to Guide Social Marketing Goals

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Stephen Dann
Stephen Dann

Strategy Setting for Twitter and Social Marketing: Using the Dann 2010 model as a guideline for direction section rather than analytics. Social change communication in 140 characters of strategic outcomes.

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Strategy Setting
#WSMC08 Ask questions that give social marketing answers 4 questions Why this message? why now? why then? why you? Lagarde (2008) via @drstephendann
#WSMC08 Where's the product? Enough with the awareness More with the solutions and products Twitter as a channel for idea products
The Tool kit Social Marketing Methods Your objectives A Categorical Framework
Where do you want to tweet?
Tweet for… Price Social confirmation Affirmation Barrier Reduction Place Check-in Location Activity Channel Notifications
Marketing mix Product Price Place Promo Conversational Uses an @statement to address another user Status An answer to “What are you doing now?” Pass along Tweets of endorsement of content News Identifiable news content which is not UGC Phatic Content independent connected presence
Measurement and Coding Measuring the inputs and outputs
Questions @stephendann | stephen.dann@anu.edu.au

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Strategy Setting: 4 Questions to Guide Social Marketing Goals

  • 2. #WSMC08 Ask questions that give social marketing answers 4 questions Why this message? why now? why then? why you? Lagarde (2008) via @drstephendann
  • 3. #WSMC08 Where's the product? Enough with the awareness More with the solutions and products Twitter as a channel for idea products
  • 4. The Tool kit Social Marketing Methods Your objectives A Categorical Framework
  • 5. Where do you want to tweet?
  • 6. Tweet for… Price Social confirmation Affirmation Barrier Reduction Place Check-in Location Activity Channel Notifications
  • 7. Marketing mix Product Price Place Promo Conversational Uses an @statement to address another user Status An answer to “What are you doing now?” Pass along Tweets of endorsement of content News Identifiable news content which is not UGC Phatic Content independent connected presence
  • 8. Measurement and Coding Measuring the inputs and outputs
  • 9. Questions @stephendann | stephen.dann@anu.edu.au