2 social media marketing plan

 Greeting – Situation Analysis – Groups for final task.
 Objectives – Strategy.
 Strategy implementation – Tactics.
 Action plan – Control – Tools – Preparation for Task.

 A digital marketing strategy is a channel strategy
 which means that it should...
1. Be informed by research into
1. customer channel behaviour
2. marketplace activity
3. Intermediaries
4. publishers
5. competitors

 A digital marketing strategy is a channel strategy which
means that it should...
2. Based on objectives for future online and offline channel
contribution %
3. Define and communicate the differentials of the channel to
encourage customers to use it,
4. manage channel integration

 In another way, digital marketing strategy defines how
companies should:
1. Hit our channel leads & sales targets Budgets for Acquisition,
Conversion, Retention & Growth, Service
2. Communicate benefits of using this channel to enhance brand

 In another way, digital marketing strategy defines how
companies should:
1. Prioritise audiences targeted through channel
2. Prioritise products available through channel

1. You're directionless
2. You won't know your online market share
3. Existing and start-up competitors will gain market share
4. You don't have a powerful online value proposition
5. You don't know your online customers well enough

6. You're not integrated ("disintegrated"•)
7. Digital doesn't have enough people/budget given its
importance
8. You're wasting money and time through duplication
9. You're not agile enough to catchup or stay ahead
10. You're not optimising

 S – Situation analysis (where are we now?).
 O – Objectives (where do we want to go?).
 S – Strategy (how do we get there?).
 T – Tactics (the details of the strategy).
 A – Action (or implementation – putting the plans to work).
 C – Control (measurement, monitoring, reviewing and
modifying).

Every plan must include the three key resources , the 3Ms:
 Men/women (the human resources);
 Money (budgets);
 Minutes (time).

 Where are we ?!
• Marketing Research.
• SWOT analysis.
• PESTEL analysis.
• Competitive analysis.
• Industry analysis
• Offline Presence.
• Customer Insights (what – why - how).
• Internal capital and resources.
1

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
1

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.
1

Makes use of information previously researched for other purposes and publicly
available.
◦ 1- information on the internet.
◦ 2- existing market research results ” free &paid” .
◦ 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.
1

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
1

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

1
1. Buffer Analyze
2. Sprout Social
3. Hootsuite
4. Zoho Social
5. Sendible
6. Keyhole
7. Rival IQ
8. Social Report
9. Socialbakers
10.Iconosquare
11.Tailwind
12.Likealyzer
13.Cyfe
14.Union Metrics
15.Quintly
16.Followerwonk
17.SparkToro
18.Audiense
19.Klear
20.Talkwalker
21.Google Analytics

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

 https://scholar.google.com/
 http://webstat.banque-france.fr/en/
 https://ec.europa.eu/eurostat/home?
 https://world-statistics.org/index.php#indicators
 https://ourworldindata.org/
 https://www.statista.com/accounts/

• your competitors’ website
• online customer reviews
• offline customer reviews (why not ask your competitors’
customers what they think of your competitors’ offers).
• trade shows
• financial information sites
• mystery shopping and mystery calling

 best source to learn customer expectations, what they're
thinking, their likes and dislikes, behaviors.
 help in customer acquisition or retention. Thus, to improve
your marketing and product development and ultimately
your business you need a customer insight strategy.
1

 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.
1

 1- Observe users in their natural environment.
 2- Using online channels and tools.
 3- Get feedback from your customers in a lot of ways.
 4- Build relationships.
 5- Marketing research.
 6- Observe competitors customer.
1

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

Marketing objectives
 Refer to
◦ Sales.
◦ market share.
◦ distribution penetration.
◦ launching a number of new products.
◦ and so on……
2

Marketing objectives
 For example :
◦ To increase unit sales of product/brand X by 10 per cent over the
next 12 months;
◦ To increase market share by 5 per cent over the next 12 months;
◦ To generate 500 new enquiries each month;
◦ To increase distribution penetration from 25 per cent to 50 per
cent within 12 months;
2

Communications objectives
 Refer to how the communications should affect the mind
of the target audience:
◦ generate awareness, attitudes, interest or trial.
2

Examples of communications objectives:
 Increase awareness from 35-50% within 8 weeks of the
campaign launch among 25- to 45-year-old ABC1 women.
 Position the service as the friendliest on the market within a
12-month period among 70% of heavy chocolate users;
2

 Reposition Guinness from an old, unfashionable, older man’s
drink to a fashionable younger person’s drink over two years
among all 25- to 45-year-old male drinkers;
 Maintain brand X as the preferred brand (or number one
brand) of photocopiers among at least 50 % of current UK
buyers in companies with 1,000-plus employees;
2

 Include Bulgarian wines in the repertoire of possible wine
purchases among 20 per cent of ABC1 wine buyers within 12
months;
 Support the launch of a new shop by generating 50 % awareness in
the immediate community one week before the launch;
 Announce a sale and create 70% awareness one day before the sale
starts;
2

 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
2

 Start with your most important transactions that lead to revenue
and profit! That's sales
 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

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

 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
2

 you should show the value you gain through using online channels
to reduce service costs and save on traditional media like print and
post.
 For the customer you will save:
1- Time.
2- Money.
3- Efforts.
2

 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.
2

 How do we get there?!
• Segmentation.
• Targeting.
• Objective
• Positioning.
• Stages
• Integration
• Tools
3

•how is the market broken up?Segmentation
•what target markets are chosen
•who is the ‘ideal customer’?
Target markets
•strategy must fulfil objectivesObjectives
•The product or service,
•Which drives the overall proposition
Positioning
3

• is there a sequence or series of stages? “RACE”Stages
• does it all integrate smoothly perhaps through
a database?Integration
• TV, opt-in e-mail, PPC or social media, etc?
• whether you build your own network or use
someone else’s
Tools

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

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
◦ determining the products that will be offered in each segment.
3

Country
Region
City
Metro size
Density
Climate
Social Class
Life style
Personality
Age
Gender
Family life cycle
Family size
Income
Occupation
Education
Religion
Race
Nationality
Occasions
Benefits
User status
User rates
Loyalty status
Readiness stage
Attitude toward
The product
Geographic Demographic Psychographic Behavioral
3

Positioning.
 Refers to the place that a brand occupies in the
minds of the customers
 how it is distinguished from the products of the
competitors.

A value proposition is a promise of value to be delivered. It’s the
primary reason a prospect should buy from you.
3

 A value proposition is the #1 thing that determines whether
people will bother reading more about your product or hit the
back button.
 It’s also the main thing you need to test – if you get it right, it will
be a huge boost.
3

A value proposition is a clear statement that
1. Explains how your product solves customers’ problems
or improves their situation (relevancy).
2. Delivers specific benefits (quantified value).
3. Tells the ideal customer why they should buy from you and not
from the competition (unique differentiation).
4. Your value proposition should be visible in all major entry points
of the site.
3

 Is closely tied to your brand positioning which answers questions
like:
1. who we are.
2. what we offer.
3. which markets do we serve.
4. what makes us different?
3

But it's more than just a selling proposition since
 it shows what you can offer in way of content, products, services
and experiences to engage online customers.
 it identifies the reasons why customers will click on, return,
register or buy from your site and ideally feel motivated enough to
share their experience
3

 Grow your audience online
3

 Encourage brand interactions and leads
3

 Increase sales through CRO “conversion rate optimization”
3

 Build customer loyalty and advocacy
3

 How exactly do we get there ?!
 What techniques are you planning to use?
 Which from your experience would be the most effective on what
you are trying to achieve? Email Marketing? Ad Campaign?
 What data do we have on our customers that we can apply to this?
What tools and techniques are out there, that would improve our
tactics?
4

 How exactly do we get there ?!
* Marketing Mix.
* Communication Mix
* Buyer Persona.
* Content plan.
* Contact plan “channels”.
4

Buyer Persona
Is a semi-fictional representation of your ideal customer based on
market research and real data about your existing customers.
4

 The method of using analytics and user feedback to
improve the performance of your website and your social
media channels.
5

 Simply increasing “CRO” = $$
 Another Reasons:
1- There is always room for improvement.
2- Getting more of the right kind of customers.
3- CRO capitalizes on traffic you already have.
4- CRO helps maximize profits.
5- Gives you more money to spend on.
6- Giving them what they’re looking for sooner.
7- increase your market share.
5

MeaningBrief
COST PER IMPRESSIONCPM
COST PER CLICKCPC
COST PER LEAD / COST PER ACTIONCPL /
CPA
COST PER SALESCPS
CALL - To - ACTIONCTA
5

 Conversion Rate =
(No. of conversions/no. of visitors)*100
5

2 social media marketing plan

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