Goals, Objectives, Strategies and Tactics

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Goals, Objectives, Strategies and Tactics

  1. 1. Goals, Objectives, Strategies and Tactics PBRL 3150 Social Media for Strategic PR Jan. 31, 2012
  2. 2. Why Do We Care? • Prevents any misunderstandings • Emphasizes why social media is relevant to your business’s overall goals. Goals, Objectives, Strategies and Tactics PBRL 3150 Social Media for Strategic PR
  3. 3. Goals, Objectives, Strategies and Tactics PBRL 3150 Social Media for Strategic PR
  4. 4. Definitions Goals, Objectives, Strategies and Tactics PBRL 3150 Social Media for Strategic PR Goals Objectives Strategies Tactics
  5. 5. Prerequisites • Have a reason. “Everyone else is doing it” is not a good reason. • Understand social media is a long-term commitment, not a marketing gimmick. • Secure upper-management buy-in. Goals, Objectives, Strategies and Tactics PBRL 3150 Social Media for Strategic PR
  6. 6. Research, Research, Research • Develop a list of platforms where you can potentially engage with people. • Determine relevancy. • Listen, identify and understand your target audience. Goals, Objectives, Strategies and Tactics PBRL 3150 Social Media for Strategic PR
  7. 7. Sample Goals • Increase targeted traffic/sales. • Become a resource/authority. • Increase online visibulity. • Establish your brand online. • Manage online reputation. Goals, Objectives, Strategies and Tactics PBRL 3150 Social Media for Strategic PR
  8. 8. Keep it S.M.A.R.T. • Specific • Measurable • Attainable • Realistic/Relevant • Timely Goals, Objectives, Strategies and Tactics PBRL 3150 Social Media for Strategic PR
  9. 9. Sample Objectives • Increase targeted traffic by 10 percent. • Get 1,000 active members in a private social network. • Increase sales by 5 percent. • Respond to all customers within 6 hours. • Raise search engine rank to Top 10. Goals, Objectives, Strategies and Tactics PBRL 3150 Social Media for Strategic PR
  10. 10. Sample Tactics • Offer special deals. • Share news and buzz. • Find and follow relevant people. • Tweet and retweet regularly. • Participate in conversations. Goals, Objectives, Strategies and Tactics PBRL 3150 Social Media for Strategic PR
  11. 11. Case Study: Threadless.com Threadless.com wanted to have more awareness on social networks, particularly on Facebook. They knew that in order to increase awareness on Facebook, they had to attract more fans to their page. They felt that awareness meant attracting at least 50,000 fans to their Facebook page. Their strategy to attract fans was 3 fold. Goals, Objectives, Strategies and Tactics PBRL 3150 Social Media for Strategic PR
  12. 12. Goal: Awareness 1. Create a Facebook badge on the front page of their website that would link directly to their Facebook page. 2. Add links at the bottom of every email newsletter and write an article about the Facebook page. 3. Actively post to the Facebook page and clearly state goals to fans. Goals, Objectives, Strategies and Tactics PBRL 3150 Social Media for Strategic PR
  13. 13. Case Study: Starbucks Starbucks was seeing customers leave their brand. Sales were shrinking because of a number of factors and one of these was company perception. So Starbucks went to work. They honed their listening skills and developed several systems for responding to customer concerns. Goal: keeping customers loyal (customer retention). Goals, Objectives, Strategies and Tactics PBRL 3150 Social Media for Strategic PR
  14. 14. Goal: Customer Service 1. Make a community. 2. Utilize Twitter to monitor customer sentiment in real time. 3. Develop a dashboard to filter keywords. Goals, Objectives, Strategies and Tactics PBRL 3150 Social Media for Strategic PR
  15. 15. Case Study: Lisa Genova Genova is the author of Still Alice, a novel about a young woman’s descent into dementia due to early-onset Alzheimer’s disease. After writing the book, Genova could not find a publisher to bring her text to market. So she used the internet and her networking skills to team up with the Alzheimer’s Association to endorse her book and market it through her blog. Content on her blog and social networks tied back into her passion for Alzheimer’s awareness, which made her book all the more relevant. Her book has sold over 250,000 copies and has reached the New York Times Bestseller list. Goals, Objectives, Strategies and Tactics PBRL 3150 Social Media for Strategic PR
  16. 16. Goal: Targeted Marketing/PR 1. Reach influential bloggers and traditional media spokespeople. 2. Contact industry mavens and establish relationships. 3. Monitor secondary market conversations for product tie-ins. Goals, Objectives, Strategies and Tactics PBRL 3150 Social Media for Strategic PR
  17. 17. Discussion Goals, Objectives, Strategies and Tactics PBRL 3150 Social Media for Strategic PR

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