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Social Media Marketing Strategy


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A quick look at the social media marketing implementation

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Social Media Marketing Strategy

  1. 1. How to Implement SM an SMM action plan
  2. 2. Action Plan
  3. 3. Discover <ul><li>Business Objectives of SMM investment </li></ul><ul><li>Stakeholders </li></ul>
  4. 4. Community Analysis <ul><li>Channel Analysis </li></ul><ul><li>Campaign analysis </li></ul><ul><li>Competitor analysis </li></ul><ul><li>Target Audience Analysis </li></ul>
  5. 5. A. Channel Analysis <ul><li>Which channels are currently being used </li></ul><ul><li>Do they serve the SM needs of brand and the audience </li></ul><ul><li>Resources in place to support the channel </li></ul>
  6. 6. B. Campaign Analysis <ul><li>How did the campaign start </li></ul><ul><li>What was the social spread/Strong points/weak points of the existing campaigns </li></ul><ul><li>Links </li></ul><ul><li>Short-term long term benefits </li></ul><ul><li>How the SEO support the campaign, how the campaign improve the SEO </li></ul><ul><li>How the campaign is supported by other marketing channels such as emails, ads, PR etc. </li></ul>
  7. 7. C. Competitor Analysis <ul><li>Who are they?How many are there? What are they doing in social space? </li></ul><ul><li>Is there any visible brand differentiation in the social space? </li></ul><ul><li>What are the opportunities? </li></ul><ul><li>How is there positioning? </li></ul><ul><li>How can we fill in the gaps? </li></ul>
  8. 8. D. Audience Analysis <ul><li>Who is the audience </li></ul><ul><li>What is their expectations from the brand </li></ul><ul><li>Where do they go-networks are they on </li></ul><ul><li>Which medium is preferred </li></ul><ul><li>How do they behave </li></ul>
  9. 9. Goal <ul><li>Listen and Prepare </li></ul><ul><li>Engage </li></ul><ul><li>Excite </li></ul>
  10. 10. Engagement Plan <ul><li>Content Strategy </li></ul><ul><li>Channel Strategy </li></ul><ul><li>Campaign Strategy </li></ul>
  11. 11. A. Content Strategy <ul><ul><ul><li>What - kind of content and its frequency on various channels-videos, blogs, Q&A, PR info and others, to announce the program, offer, tie ups. </li></ul></ul></ul><ul><ul><ul><li>Who- is going to do this, are they fast, what is the editorial calendar for the next few months </li></ul></ul></ul><ul><ul><ul><li>How- would anyone find the content and spread the content (share button in FB) </li></ul></ul></ul>
  12. 12. B. Channel Strategy
  13. 13. C. Campaign Strategy <ul><li>Design campaigns for </li></ul><ul><ul><li>audiences </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Products </li></ul></ul><ul><ul><li>Specific to a platform (e.g more FB fans) </li></ul></ul><ul><li>TV /banner ads/ FB engagement ads/PR ads </li></ul><ul><li>Whether </li></ul><ul><ul><li>An existing ad/PR campaign be replicated and supported by SM </li></ul></ul><ul><ul><li>SM be supported by ad </li></ul></ul><ul><ul><li>An ad/PR team does something that a social can support simultaneously </li></ul></ul>
  14. 14. Metrics and Measuring ROI <ul><li>Measure what? FB fans, unique visitors, back links etc. </li></ul><ul><li>What tactics do we use? Eg. Different tools give different results and their cost too vary. </li></ul><ul><li>Pricing depends on </li></ul><ul><ul><li>Overall Project Map </li></ul></ul><ul><ul><li>How much of Content to be created </li></ul></ul><ul><ul><li>Frequency of content updates </li></ul></ul><ul><ul><li>Type of Social Media Optimization </li></ul></ul><ul><ul><li>Frequency of channel updates </li></ul></ul><ul><ul><li>Cost of analytics and man hours </li></ul></ul>
  15. 15. Orientation <ul><li>Acquire resources </li></ul><ul><li>Train the team </li></ul><ul><li>Provide ongoing support </li></ul>
  16. 16. Thank You