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Goals, Objectives, Strategies, and Tactics for a Social Media Campaign

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Goals, Objectives, Strategics and Tactics for a Social Media Campaign. Week 3 for PRL 408 at Utica College. Spring 2014.

Goals, Objectives, Strategics and Tactics for a Social Media Campaign. Week 3 for PRL 408 at Utica College. Spring 2014.

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  • 1. Utica College PRL 408: Social Media Thomas Armitage Week #3 February 12, 2014
  • 2.           Past week’s articles Importance of a strategic plan What’s in a plan Creating goals Creating objectives Developing strategies Executing tactics Choosing your platform Things to consider Challenges you’ll face
  • 3.    “Understanding Goals, Strategy, Objectives And Tactics In The Age Of Social” http://onforb.es/1jl9sJM “7 Things to Include in Your Brand’s Social Media Strategy” - http://bit.ly/1iyL2cW “For Viewers, Sochi Will Be First ‘Fully Mobile’ Olympics” - http://bit.ly/1g4hVgI
  • 4.       Like PR and marketing, social media work must be strategically planned in order to accomplish a business goal Transition from “let’s get involved” to “let’s accomplish something” Accountability Timelines Getting budgets approved A social media plan should be one component of your overall marketing plan
  • 5.           Background Target Audience Goal Strategy Objectives Tactics and Execution Responses Tools Budget Evaluation
  • 6.     The biggest, most important thing(s) you want to accomplish Often times, one goal can work A goal will not happen overnight, but requires much time, attention and work Example: Increase online sales from social media referrals by 25% by the end of 2014
  • 7.    Your roadmap as to how to achieve your goal Strategy helps to keep focus, and keeps all efforts pointed in the same direction Example: Persuade consumers that our products are top of the line and our online shopping experience is superior to competitors
  • 8. Smaller, more manageable benchmarks that will help achieve the goal  Ensure that all goals and objectives meet the SMART criteria  Should have multiple objectives  Example: 1) Boost traffic to our website by way of social media sites by 15% by the end of 2014. 2) Boost engagement rates on Facebook and Twitter by 30% by the end of 2014. 3) Obtain 10,000 views on each of our product review videos by the end of 2014.  (Sandler, 2012)
  • 9. Usually, many tactics are needed to accomplish objectives (and essentially accomplish the goal)  For social, each platform should be its own tactic  Include details  Example: Carry out a Twitter campaign that features daily organic posts on topics X, Y and Z, paired with ongoing targeted promoted tweet with a spend of $1,000/month, while tracking analytics monthly through 2014.  Goal Strategy Objectives #1 #2 #3 Tactics #1 #2 #3 #4 #5 #6
  • 10.      Who is your target audience? Which platforms best fit your objectives? How familiar are you each? What resources are available? How much is in your budget?
  • 11.  Target audience (marketing personas)  Demographics, psychographics, interests      Your voice Differentiators Advertising opportunities and budget Proactively considering things that can go wrong, dealing with negative feedback Content calendar (Sandler, 2012)
  • 12.       Staff who will set-up and maintain Frequency Type and topics for content Responding/customer service Measurement Tools (Shandrow, 2013)
  • 13.       I don’t see how it can help me business! I like real-world networking not virtual! My niche is too small! It takes too much time! It’s too confusing! There are too many option! (Arruda, 2013)
  • 14.  Content Creation and Blogging  To do:  Read articles from #UticaCollegeSM and comment  Read Chapter 5 in the textbook  Continue working on PPT presentations  LinkedIn presenter should be ready to present, make sure everyone explores LinkedIn and is ready to answer questions and discuss
  • 15. Arruda, W. (2013, August 27). Three elements of an effective social media strategy. Forbes. http://www.forbes.com/sites/williamarruda/2013/08/27/threeelements-of-an-effective-social-media-strategy/  Cronin, A. (2014, January 20). 7 Things to Include in Your Brand’s Social Media Strategy. ClickZ. Retrieved on February 8, 2014 from http://www.clickz.com/clickz/column/2323003/7-things-toinclude-in-your-brand-s-social-media-strategy  Sandler, J. (2012, December 26). Your social media marketing plan in 5 easy steps. ClickZ. Retrieved on February 6, 2014 from http://www.clickz.com/clickz/column/2203265/your-socialmedia-marketing-plan-in-5-easy-steps  Shandrow, K. L. (2013, September 16). 10 questions to ask when creating a social-media marketing plan. Entrepreneur. Retrieved on February 6, 2014 from http://www.entrepreneur.com/article/228324 