2. What is a Social Media
Marketing Plan?
● Social media marketing plan is an organization
which focuses on actions & achievements of
media goals
3. Eight Social Media Marketing Plan Cycle
a. listening
good to know what people are talking about before becoming part of a conversation aka be
knowledgeable
b. setting goals
become aware of the location, behaviors, taste, and needs of target audience
this will help us meet the needs of consumers
were able to capitalize strengths of a company
c. defining strategies
provides guidelines to help org reach marketing goals
must adjust to org’s goals
d. identifying target audience
enable the company to organize marketing strategies to efficiently reach those most
receptive
4. CONT..
a. selecting tools
find the social media sites where the target audience is
techniques like mobile app & convenient locations
b. implementing
goals, strategies, target market, & tools are taken into consideration in creating actionable
social media platform specific marketing tactics
c. monitoring
tracking, measuring, and evaluating an org’s social media initiatives
d. tunning
improving the elements of the plan to maximize chances of success
5. Listen and Observe: Five Stages
1. Listen to conversations about a brand or company
- Listen to the conversations that are already taking
place on:
● Blogs
● Twitter
● Discussion forums
● Websites
● LinkedIn
- Pay attention to the
Nuances of those
conversations
● What are good and bad
comments?
● How do people feel about
the company/brand?
● Knowing what consumers
are already saying will
help in preparing
responses for common
questions or problems
6. 2. Listen to what people say about the competitors
- How do people perceive the pros and cons of
the competitors in the social space?
- What are the competitors doing on social media?
● Who are they targeting?
● What seems to work?
3. Listen to what people say about
the industry or category
- Is the sentiment strongly positive
or negative surrounding certain
issues?
- What conversations occur
between firms in the industry?
- Will help gauge what people are
interested in and frequently talk
about
7. 4. Listening for tone of the community
- Observing how your consumers naturally
interact with each other on social sites
- What is the slang being used?
- How are brands participating?
- What are the unwritten rules of participation?
5. Listening to different social media
channels
- Each social media channel has a
distinctive audience with unique
interests behaviors and
characteristics
8. Social Media Marketing Goals
Building a Brand:
- More about what people say about a company
than what it says about itself
- Employees can also have a large influence on
a brand’s image
Increasing Brand Awareness:
- Build general awareness that the
productor service exists
- Educate an audience about the
benefits of the company’s
particular product or service in
comparison to the competition
9. Improving Brand Perception:
- Every action a business takes on the social
web can add or detract from brand perception
● Establishing online relationships with leaders in
the industry
● Gathering together and displaying testimonials
➢Positive posts
➢Tweets
➢Reviews
- Ensuring that all materials published by the
company on social media sites consistently
Positioning a Brand:
- An already known brand still has the
opportunity to create a more positive
impression with the target audience
- Firms can gain by positioning themselves
differently from the competition
10. Expanding Brand loyalty:
- The loyalty of current customers
may convince them to market a
brand indirectly by telling their
friends and family about a product
or service
- Businesses that engage in the
conversation are more likely to gain
recommendations because they are
at the front of people’s minds
- Building relationships through social
media can increase customer
loyalty
Increasing Customer Satisfaction:
- Social media provides an
opportunity for companies to
build relationships and resolve
issues that may otherwise taint a
customer's view of the brand
- Simply knowing that a business
cares enough to listen is often
enough to increase customer
satisfaction
11. Social Media Marketing Goal Continued...
Drive Word-of-Mouth Recommendations
■ Social media thrives because people like to talk to each other
■ Loyal customers indirectly market a brand they like to people they know (friends & family)
■ Businesses should engage in the conversation
● Leads to them more likely being recommended on and offline
Producing New Product Ideas
■ Engaging with customers leads to new product ideas
■ This could be: requests for new features and services, and recommendations for better ideas
■ Use social sites to improve and create new products
■ Can also learn reviews on the products, competitors, or industry
■ Social sites are unfiltered meaning, you'll get honest reviews and insight
12. Generating Leads
Publishing web content is a good strategy
Make users provide an email to view content
A brief survey before downloading the free content
This creates opportunity to send marketing messages
Email, newsletters, special offers
Over a lifetime (unless they unsubscribe)
For example clothing stores, Loans have survey at the end
Handling Crisis Reputation Management
All industry recognize the power of social media
They predict and should plan ahead for a social
media crisis
Social media can be beneficial or harmful to any
company
Have a plan to minimise damage of the company's
reputations
Monitor what is being said on company
social pages
Have a future plan for social crisis
management
Be quick
Regular updates
Practice responding
Develop an employee social media
policy
Train employees how use social tools
within guidelines
13. Integrating Social Media Marketing With
Public Relations and Advertising
Press & industry analysts look to social media
when building their stories
Traditional publications pick up stories from
blogs
Like New York Times or Wall Street Journal
Use Syndication services-
syndicate is when you wanna promote something
A larger social media presence =unsolicited
media coverage and quick publicity
14. Take Away:
1. These goals are a good start or suggestion
2. A marketing strategy may have a different combination of
these goals
3. But have clear plan and strategy
15. Determining Strategies
a. Overall goal: win support within the company and from
consumers
b. listening: refer back to beginning cycle
c. be flexible with goals
16. Eight C’s of Strategy
Development
1.Categorize
★ Become aware of which social media has the largest and most relevant
audience
★ This will create a higher return on investment
17. 2. Comprehend
● People prefer to do business with companies they “know, like, and respect”
● Learn how to properly communicate with audiences on social media
● Demonstrate you know the social media policies & guidelines
3. Converse
● Acknowledge and respond to consumer on social media platforms
● There needs to be a balance between genuine concern and knowledge of
products
● This makes consumers more comfortable, and builds trust
● Be honest & use a conversational term
● You should be a contributor not a promoter
4. Collaborate
● Establish relationships
● Make conversations, put a face to the company
○ Steve jobs
● This encourages repeat business and word of mouth recommendation
18. 5. Connect
★ Connect with influencers on social
media
★ Shape their opinion
★ Provide excellent customer service on
and offline
★ Give them a reason to praise and
promote the company
6. Contribute
★ Showcase your knowledge
★ People will believe that you
product is of better quality
○ Example: Go to a store and
ask an associate, test their
knowledge
★ Highlight your firm's unique
expertise on a subject
★ Easy way to share this
information or knowledge
○ blogs, webinars
19. 7. Community
★ Participate on
discussion boards
★ Get feedback and ideas
★ Poll your social media
followers
8. Convert
★ Convert strategy execution
into desired outcomes
★ Make a strategy that will lead
you to your goals
★ Build the brand, have a social
media crisis plan, integrate
social media marketing, drive
word of mouth, excellent
customer care
20. Examples Of the 8 C’s
1. Case study page 37: good example where 8 c’s are applied to strategizing
*HubSpot Gets Results from Strategic plan*
A well known Company is Walgreens
22. What is a “CAll to Action”
⧫ Call to Action → The action that you want someone to take at each
stage of your marketing campaign
⧫ Usually keeps people engaged by offering something they want and
answers the question “What’s in it for me?”
⧫Each step must increase the level of interaction in order to reach the
desired goal
⧫ Linking goals with a CTA will help design & measure social media
campaigns more effectively
⧫ Last step in a chain of actions is getting to the sale
24. Self-Promotion vs. Building
an Army of Advocates
⧫ Self-promoters focus on publishing the brand & measure success based on their number of
followers
⧫ Having brand advocates can increase chances of potential consumers meeting your goals/sales
⧫ Brand Advocates→ group of people who defend, are passionate and enthusiastic about a brand
⧫ When a positive relationship is established, brand advocates will talk positively and make
recommendations...when a negative relationship is established, they can lead to a brand’s
downfall or bad reputation( in that case they are no longer advocates) OR true brand advocates
will still defend the brand
⧫ Brand advocates and community have POWER; they can express themselves
through social media platforms (eg; facebook comments)
⧫ Secret to Brand Advocates: https://www.youtube.com/watch?v=Bwwdur7rkew
25. ⧫ A music streaming app/service that lets users listen to free and ad-free
music
- Contains millions of songs
- Users can be suggested playlists or make/share their own
- Users can search their favorite albums, songs, playlists, podcasts,
artists while also discovering new music
- Ad-free music requires a premium subscription ($9.99/month)
26. Goals & Call to Actions for Spotify
1. Main website contains Instagram, Twitter and Facebook links at the
bottom or you can find Spotify in an app store
2. One click away to “follow” or “like”, draws in using words “Play Free”
or “Go premium-30 day free trial”
3. Sign up through Facebook or e-mail
4. Brand building includes pictures of artists, albums, videos to promote
music ,updates to app, and comment sections for brand
advocates/users/potential users
27. ← Positive Relationship: keeping in
touch with community through
Facebook comments section
← User can be considered a brand
advocate because of positive
feedback
← Spotify makes the user feel special
← Example of Listening/Tuning:
Spotify has SpotifyCares to help with
problems and they’re taking the time
to listen to the community
28. References
Barker, Melissa S., Donald Barker, Nicholas F. Bormann, and Krista Neher. Social Media Marketing: A Strategic Approach.
Mason, OH: South-Western Cengage Learning, 2013. Print.
"Brand Advocate." What Is Brand Advocate: A Webopedia Definition. QuinStreet Enterprise, n.d. Web. 21 Sept. 2015.
<http://www.webopedia.com/TERM/B/brand_advocate.html>.
Leaning, Brittany. "17 Call-to-Action Examples You Can't Help But Click." 17 Call-to-Action Examples You Can't Help But
Click. HubSpot, 26 June 2014. Web. 21 Sept. 2015. <http://blog.hubspot.com/marketing/great-call-to-action-examples>.
