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Marketing/Communication Strategy Fundamentals

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Webinar 2 - part of the Social Media Marketing and Communication Strategy Course offered at Vives, Kortrijk, Belgium

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Marketing/Communication Strategy Fundamentals

  1. 1. Social Media Marketing and Communication Strategy Erasmus Course January 2016 www.anaadi.net
  2. 2. Today’s webinar covers • Social media strategy fundamentals: from research to implementation and measurement. Campaigns online: recipes for success or disaster, investment and costs. www.anaadi.net 2
  3. 3. A method or plan chosen to bring about a desired future, such as achievement of a goal or solution to a problem. http://www.businessdictionary.com/definition/strategy.html#ixzz3n21Kd3uf www.anaadi.net 3
  4. 4. What do you want to achieve? How are you going to achieve it? www.anaadi.net 4
  5. 5. www.anaadi.net 5 http://www.slideshare.net/SamCapra1/engagement-30-us-report-high-rescompressed
  6. 6. Opportunity (SWOT, PESTLE, social media audit) Goals SMART Objectives Stakeholders & Target audiences Media channels Search (SEO/ SEM) Plan content (time, resources, budget) Implement MonitorEvaluateRevise www.anaadi.net 6
  7. 7. Identifying opportunities www.anaadi.net 7
  8. 8. Chaffey, D. Our guide to creating a SWOT analysis to define digital strategy using the TOWS technique. Available from: http://www.smartinsights.com/marketplace-analysis/swot- analysis/swot-analysis/ SWOT/TOWS www.anaadi.net 8
  9. 9. Bufferapp. Social media audit template. Available from: https://docs.google.com/spreadsheets/d/1pALC- qW5LNWkCbKu1DPdpKTAFF1P8xWA2L30aPJe0N8/edit?pli=1#gid=0 Social media audit www.anaadi.net 9
  10. 10. Benchmark • Google Alerts • Alexa.com • Marketing Grader • TweetReach • LikeAlyzer • Tailwind • Klout • Topsy www.anaadi.net 10
  11. 11. In the next 3 minutes, pick 2-3 of the platforms mentioned earlier and search for the name of your home university. Write down in 3 lines what you find out. Note your extended findings in your class webinar log. www.anaadi.net 11
  12. 12. Target audience(s) www.anaadi.net 12
  13. 13. www.anaadi.net 13
  14. 14. www.anaadi.net 14 http://www.businessballs.com/freespecialresources/Acorn-uk-2013-Population-Profile.pdf
  15. 15. www.anaadi.net 15 http://www.businessballs.com/demographicsclassifications.htm
  16. 16. www.anaadi.net 16 http://www.businessballs.com/demographicsclassifications.htm
  17. 17. http://www.adweek.com/socialtimes/files/2013/08/adults-teens-social-media.png www.anaadi.net 17
  18. 18. Bennett, J. (2012) The 6 types of social media user. Which one are you? Available at: http://www.adweek.com/socialtimes/social-media-personas/465539 www.anaadi.net 18
  19. 19. Check out: • Platform statistics • Market research reports – http://www.mintel.com/ • Cultural characteristics (Hofstede) – http://geert-hofstede.com/national-culture.html www.anaadi.net 19
  20. 20. Create personas to better connect with your target audience www.anaadi.net 20
  21. 21. www.anaadi.net 21 https://creativecompanion.files.wordpress.com/2011/05/person a-core-poster_creative-companion1.pdf
  22. 22. Media channels www.anaadi.net 22
  23. 23. http://www.timothy-carter.com/wp-content/uploads/2013/02/social-media-explained-by- cute-cats_5127ca6880db9_w587.png?cbf681 www.anaadi.net 23
  24. 24. www.anaadi.net 24
  25. 25. Content planning www.anaadi.net 25
  26. 26. http://andrewmacarthy.com/andrew-macarthy-social-media/social-media-calender-template-excel- 2014-editorial-planner-for-social-media www.anaadi.net 26
  27. 27. Consider including • Target audience for the post • Person responsible • Type and format of material needed • Deadline • Action/ measurement desired www.anaadi.net 27
  28. 28. Getting inspired • Create an editorial calendar to aggregate your ideas • Google Trends • Platforms featured most popular content • Google Alerts for keywords fof interest • News / Current affairs • Pocket (aggregate & save or later) • IFTTT (recipes) www.anaadi.net 28
  29. 29. www.anaadi.net 29
  30. 30. www.anaadi.net 30
  31. 31. http://www.fastcompany.com/3036184/how-to-be-a-success-at-everything/the-best-and- worst-times-to-post-on-social-media-infograph www.anaadi.net 31
  32. 32. REMEMBER Content needs to be appropriate for: • the target audience it is aimed at • the platform is aimed to be shared on Content also should be easily integrated www.anaadi.net 32
  33. 33. Platforms (good for monitoring too) • Hootsuite • Bufferapp • Mention • Social Oomph • Sprout Social www.anaadi.net 33
  34. 34. Measurement www.anaadi.net 34
  35. 35. http://www.searchenginepeople.com/wp- content/uploads/2009/06/socialmediamarketingprocess4502.jpg www.anaadi.net 35
  36. 36. www.anaadi.net 36 http://amecorg.com/social-media-measurement/
  37. 37. www.anaadi.net 37 http://amecorg.com/social-media-measurement/
  38. 38. Resultsof CommunicationProcesses LevelsofImpactandEvaluationofCommunication (DPRG/ICVframeworkforcommunciationcontrolling) Output Outcome Outflow InternalOutput ProcessEfficiency Quality BudgetCompliance ThroughputTimes No.ofShortcomings Readability/Fogg- Index Satisfactionof InternalClients … ExternalOutput Coverage Content Clippings Visits Downloads ImpactRatio ShareofVoice … DirectOutcome Perception Utilization Knowledge Awareness UniqueVisitors SessionLength ReaderperIssue Recall Recognition … IndirectOutcome Opinion Attitudes Emotion BehavioralDisposition Behavior ReputationIndex BrandImage StrategicAwareness ofEmployees PurchaseIntention Leads InnovativeIdeas ProjectParticipation … Resources EmployeeAssignment FinancialExpenses PersonnelCosts OutsourcingCosts … Input ValueCreation Impacton Strategicand/or FinancialTargets (ValueChain) Impacton Tangibleand/or IntangibleRessources (CapitalAccumulation) Sales No.ofProject Agreements CostReduction ReputationCapital BrandValue Employee Performance … Outflow ORGANISATION CommunicationProcessesInitiationofCommunicationProcesses MEDIA/CHANNELSSTAKEHOLDERORGANISATION Indica- tors (e.g.) Mea- sured Object Measu- rement Range Levelof Impact HighImpactonValueCreation WeakInfluenceofCommunicationManagement LowImpactonValueCreation StrongInfluenceofCommunicationManagement ©DPRGGermanPublicRelationsAssociation&ICVInternationalControllerAssociation⎜April2009 www.anaadi.net 38
  39. 39. Additional resources: • How to write goals, objectives and determine tactics: https://dcsbu.wordpress.com/2014/10/17/goals-objectives-tactics-l5/ • Defining target audiences: http://www.forbes.com/sites/jaysondemers/2013/08/27/6-steps-to- decoding-your-target-audience/ • User generated content: https://dcsbu.wordpress.com/2014/11/02/user-generated-content-l7/ • On social media measurement and ROI: • https://dcsbu.wordpress.com/2014/01/12/campaign-evaluation- lecture-20/ • https://dcsbu.wordpress.com/2014/01/10/social-media-roi-lecture-19/ • https://dcsbu.wordpress.com/2014/01/10/measuring-the-brand- universe-folk-digital-guest-lecture-lecture-17/ www.anaadi.net 39
  40. 40. Conclusions • A social media strategy (whether marketing, communication or other) needs to be integrated within the wider business strategy • Do not choose the platform/channels before you have completed the other steps • Research (including benchmarking), monitoring and measurement are essential to the success of a strategy www.anaadi.net 40

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