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Does your social media strategy follow from your goals?

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Academic point of view: Professor Carl Mela

Published in: Marketing
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Does your social media strategy follow from your goals?

  1. 1. Social Marketing Goals • According to the AMA, a search of “How do I  get more Facebook likes?” yields 843 million  results. • What’s the point? Source: ABC News © Carl F. Mela 2014 Fuqua Forbes Future of Marketing –2
  2. 2. Social Marketing Goals © Carl F. Mela 2014 Fuqua Forbes Future of Marketing –3
  3. 3. Social Marketing Goals • Listen or monitor for brand associations Less Intrusive – Caps RFID – Sears Yelp & Mobile • Engender customer‐customer interaction – Sharing or evangelizing the brand – Caps mobile • Engender customer‐firm interaction – To firm (suggestions) and from firm (announce) • Old fashioned one way firm to customer  promotion – Sears Facebook © Carl F. Mela 2014 More Intrusive Fuqua Forbes Future of Marketing –4
  4. 4. Goals to Tactics Goals Tactics Listening In Online Communities  Blogs  Microblogs  Wikis and Collaborative Sites  User Generated Content  Online Boards  Gaming  Emails   Web Pages  • • • • • • C2C  Discussion  B2C  Discussion  B2C  Promotion             Control  Locus Customers Both Both Both Both Both Customers Customers Firm Communities: Facebook, Google Groups, LinkedIn, FourSquare Blogs and Microblogs: Twitter, Tumblr Wikis and Collaborative Sites: Digg, Wikipedia, Reddit UGC: Flickr, Youtube, Instagram, Vine , Pinterest, Snapchat Boards, review and comment: Epinions, Open Table Social gaming; Farmville, MMRPGs © Carl F. Mela 2014 Fuqua Forbes Future of Marketing –5
  5. 5. Top Down Vs. Bottom Up • What’s the point? • What’s the strategy? – Here’s a tool, let’s find a strategy – Here’s a strategy, let’s find the tools © Carl F. Mela 2014 Fuqua Forbes Future of Marketing –6

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