Social Media Strategy Plan

To fail to plan
is
To plan to fail

Our Content
• Day one : Greeting – Situation Analysis – Groups for final task.
• Day two : Objectives – Strategy.
• Day Three : Strategy implementation – Tactics.
• Day Four : Action plan – Control – Tools – Preparation for Task.
• Day Five : Task discussion – How to deal with labor market.

1
SITUATION ANALYSIS
• Where are we ?!
* Marketing Research.
* SOWT analysis.
* Competitive analysis.
* PESTEL analysis.
* Offline Presence.
* Customer Insights (who – why - how).
* Internal capital and resources.

1
SITUATION ANALYSIS
• Where are we ?!

Marketing Research
• The process or set of processes that links the producers,
customers, and end users to the marketer through
information used to identify and define marketing
opportunities and problems

PRIMARY RESEARCH
Is new research, carried out to answer specific issues or questions. It can
involve questionnaires, surveys or interviews with individuals or small
groups.
• 1- Focus Group.
• 2- Interview.
• 3- Survey.
• 4- Observation.

SECONDRY RESEARCH
Makes use of information previously researched for other purposes and
publicly available.
• 1- information on the internet.
• 2- existing market research results.
• 3- existing data from your own stock lists and customer database.
• 4- information from agencies such as industry bodies, government
agencies, libraries and local councils.

7 Reasons conduct you to make marketing research:
1- Identify potential new customers.
2- Understand your existing customers.
3- Set realistic targets for your business.
4- Develop new, effective strategies.
5- Solve your biggest business challenges.
6- Prepare for possible business expansion.
7- Identify new business opportunities

When you should not make specific marketing
research:
1- A study will be more costly than beneficial.
2- The information you’re looking for is already out there.
3- The resources are not available.
4- You might risk your competitive advantage.

1
SITUATION ANALYSIS
• Where are we ?!
* SOWT analysis.

Opportunities Threads
Strengths
SO ST
Weakness
WO WT

Free Online Tools
• 1- Internal Insights.
• 2- Likealyser.
• 3- Fan page Karma.

1
SITUATION ANALYSIS
• Where are we ?!
* Marketing Research
* SOWT analysis.

Divide for five groups to implement objectives

1
SITUATION ANALYSIS
• Where are we ?!
* SOWT analysis.
* PESTEL analysis.

1
SITUATION ANALYSIS
• Where are we ?!
* SOWT analysis.
* PESTEL analysis.
* Offline Presence.

1
SITUATION ANALYSIS
• Where are we ?!
* SOWT analysis.
* PESTEL analysis.
* Offline Presence.
* Customer Insights.

Who – Why – How
CUSTOMER INSIGHTS

Customer Insights
are the best source to learn customer expectations, what they're
thinking, their likes and dislikes, behaviors, and all this help in customer
acquisition or retention. Thus, to improve your marketing and product
development and ultimately your business you need a customer insight
strategy.

Why it is important:
• analysis allows you to
1- Identify patterns in their buying.
2- Learn about their business operation including product lines.
3- Find out exactly what’s important to them
4- To be able to build stronger relationships with them.

“How” Ways to get customer insights
• 1- Observe users in their natural environment.
• 2- Using online channels and tools.
• 3- Ask for input. You can get feedback from your customers in a lot of
ways.
• 4- Build relationships.
• 5- Marketing research.
• 6- Observe competitors customer.

2
OBJECTIVES
• Where do you need to go?!
* SMART Objectives.
* Digital Marketing Objectives “5Ss”.

2
OBJECTIVES
• Where do you need to go?!
* SMART Objectives.

S.M.A.R.T.
• Specific – Are you focusing enough on a specific issue or challenge within the
organization?
• Measurable – How do you plan to assess the performance? Will it be
monitored through quantitative or qualitative analysis for example?
• Actionable – Will it assist in improving performance if achieved?
• Relevant – Is the issue to be addressed within the domain of the digital
marketing team?
• Time-related – Have you set a specific time period?.

5 Ss Model
• 1. Sell - Grow sales.
• 2. Speak - Get closer to customers through dialogue and participation.
• 3. Serve - Add value
• 4. Save - Save costs
• 5. Sizzle - Extending your brand online

1- Sell
• Start with your most important transactions that lead to revenue and
profit! That's sales, or if you don't sell online, the leads that your online
marketing will deliver which will convert through to sales or donations if
you're a not-for-profit.

2- Speak
• Digital channels are not only great sales channels, they excel as
communications channels to engage your audience.
• Try to increase “WOM” word of mouth.

3- Serve
• Added value of digital channels Vs. before digital channels.
• The company website and social customer service are a natural place for
customers to go to get their questions answers or to complain

4- Save
• you should show the value you gain through using online cost savings to
reduce service costs and save on traditional media like print and post.
• Will save:
1- Time.
2- Money.
3- Efforts.

5- Sizzle
• Putting the Sizzle into your digital marketing will really help your sales
and speak goals, but it's not to easy to set goals for and then to track. So
what is the … "Sizzle in your Sausage“.
• sizzle goals are levels of satisfaction and recommendations or advocacy.
• Some companies invest a huge budget for achieving sizzle goal.

Retargeting
• Retargeting, also known as remarketing, is a form of online advertising
that can help you keep your brand in front of bounced traffic after they
leave your website. For most websites, only 2% of web traffic converts on
the first visit. Retargeting is a tool designed to help companies reach the
98% of users who don’t convert right away.

How Does Re-Targeting Work?
• you place a small, unobtrusive piece of code on your website (this code is
sometimes referred to as a pixel). The code, or pixel, is unnoticeable to
your site visitors and won’t affect your site’s performance. Every time a
new visitor comes to your site, the code drops an anonymous browser
cookie. Later, when your cookied visitors browse the Web, the cookie will
let your retargeting provider know when to serve ads, ensuring that your
ads are served to only to people who have previously visited your site.

Marketing Automation
• Refers to software platforms and technologies designed
for marketing departments and organizations to more
effectively market on multiple channels online (such as
email, social media, websites, etc.) and automate
repetitive tasks.

Marketing
Automation
flowchart

3
STRATEGY
• How do we get there?!
* Segmentation.
* Targeting.
* Positioning.
* Positioning map.

3
STRATEGY
* Segmentation
Means to divide the marketplace into parts, or
segments, which are definable, accessible,
actionable, and profitable and have a growth
potential. In other words, a company would find
it impossible to target the entire market,
because of time, cost and effort restrictions.

3
STRATEGY
* Segmentation.
- Geography.
- Demography.
- Behavior.
- Interests.
- Psychographic.

Element Fresh Graduate Newest in field Shift Career
Age 21 : 23 23 : 26 25 : 33
Area Luxor Luxor Luxor
Income/y
ear
3600 : 7200 18k : 24 k 24k : 36k
Job No job Marketing specialist
“Junior Level”
Any except marketing
Interests EX: Social Media /
Gaming … etc
EX: Marketing / Social
Media … etc
EX: Accounting / social
media … etc
Goals Build career in
marketing
Get higher position Shift to better career for
them
EX: Marketing training center

3
STRATEGY
* Segmentation.
* Targeting.

3
STRATEGY
* Segmentation.
* Targeting.
The selection of potential customers to whom a business
wishes to sell products or services. The targeting strategy
involves segmenting the market, choosing which segments
of the market are appropriate, and determining the
products that will be offered in each segment.

3
STRATEGY
* Segmentation.
* Targeting.
* Positioning.

3
STRATEGY
* Segmentation.
* Targeting.
* Positioning.
Refers to the place that a brand occupies
in the minds of the customers and how it
is distinguished from the products of the
competitors.

Social Media Strategy Plan

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