Topic include: Understanding business and marketing goals, Overview of social media marketing strategy

1. Social Media
Marketing Strategy

2. Topics
• Understanding business and marketing goals
• Overview of social media marketing strategy

3. Understanding business and marketing
goals

4. Everything starts with business goals
GROW
SALES
CUSTOMER
SATISFACTION
ATTRACT
NEW TALENT
SECURE
NEW
INVESTMENT
DIVERSIFY
CUSTOMER
BASE
NEW
MARKETS
INCREASE
SHARE
PRICE
OPTIMIZE
OPERATIONS

5. Goals cascade through the organization
Business
Marketing
Digital program-specific
Platform-specific
Campaign-specific

6. The 5 essential marketing goals
Build
brand
by…
Awareness
Acquisition
EngagementConversion
Retention

7. Overview of social media marketing
strategy

8. Successful social media isn’t selfish!

9. Entry strategy depends on maturity
Monitor
Listen
Respond
Create
Interact

10. Always be listening and monitoring
How your company is perceived
What the competition says, and
what others say about them
Important topics for the
category or industry
How customers naturally interact with
each other (and other organizations)
Which channels does the target audience
hang out and what do they do there

11. Elements of a social media strategy
Listen and
Observe
Set Goals for
Social Media
Identify
Audience
Personas and
Brand Voice
Develop Tactical
Strategies and
Objectives
Select
Platforms
and Tools
Plan and Create
Communication
Measure and
Report on
Activities
Learn
and
Adjust

12. The 9 essential social media strategies
1. Listen to the social web
2. Launch new platforms
3. Grow followers on your platforms
4. Curate and create content
5. Interact with followers on your platforms
6. Build external media/influencer partnerships–individuals or
organizations
7. Invest in paid advertising campaigns
8. Participate in the external community
9. Develop location-based marketing programs

13. People don’t want to be interrupted by
marketers or harassed by salespeople.
They want to be helped.
– Dharmesh and Brian, founders of HubSpot