The document provides an overview of developing an effective social media strategy. It discusses 5 stages of listening to understand audiences and competitors. It also outlines determining goals and objectives, such as exposure, engagement, influence and impact. Strategies should be based on listening results and best practices. Goals may need to be flexible and linked to clear calls to action. Building advocates rather than just self-promotion is also advised. Overall, the key aspects are developing a roadmap, listening first, welcoming participation, giving it time, and remaining flexible.
The document discusses the importance of social media marketing. It notes that social media allows brands to engage directly with customers where they spend leisure time online. Some key benefits mentioned include higher credibility, engagement, brand loyalty, and customization through social listening. The document then outlines a 5-stage social media marketing strategy process and discusses research conducted on social media usage patterns in India. It finds that social media is becoming a daily activity and strongly influences purchase decisions based on online reviews and comments.
Managing your Mayoral Brand, VLGA Essential Mayors Weekend 01/14Belinda MacLeod-Smith
This masterclass presentation was developed for current Victorian Mayors from both metropolitan and rural regions. The presentation and accompanying workshop covered elementary branding (and marketing) knowledge and how social media has forever changed the way personal brands are managed.
The presentation unpacks key terms and provides definitions and examples of personal brand management in action.
All content was produced for the Victorian Local Government Association's Essential Mayors Weekend 2014.
How and Why Small Community News Paper Publishers should leverage social media for their businesses and integrate it into their full compliment of media. Part 2 of 3 for the NNPA Social Media Academy.
This document provides guidance on developing a social media strategy through a multi-step assessment and planning process. It includes worksheets to [1] define objectives, [2] determine an organization's current social media proficiency, [3] understand challenges, [4] research target audiences and influencers, [5] align objectives with metrics, and [6] segment audiences. The overall goal is to formulate a strategic plan by completing in-depth audience analysis and aligning objectives with key performance indicators.
Winning at Social - 4 Steps to Enhance Your Social Media StrategyEvgeny Tsarkov
Winning at Social - 4 Steps to Enhance Your Social Media Strategy (by MarketingCloud)
Победить в социальных медиа - 4 шага к расширению вашей стратегии работы в социальных медиа
The dawn of social business is here, and what that means
for anyone working in social media is that there are more
opportunities – and challenges – to mature social efforts across the business.
The document is a workbook for assessing social media strategies. It provides steps and worksheets to help users define objectives, determine where they are in the social media lifecycle, understand challenges, and monitor target audiences. The goals are to formulate a strategic social media plan by identifying goals, researching the competitive landscape and audience, aligning objectives to metrics, and gaining insights into audience behaviors. Completing the workbook activities helps create a effective strategic approach for social media.
The document discusses the importance of social media marketing. It notes that social media allows brands to engage directly with customers where they spend leisure time online. Some key benefits mentioned include higher credibility, engagement, brand loyalty, and customization through social listening. The document then outlines a 5-stage social media marketing strategy process and discusses research conducted on social media usage patterns in India. It finds that social media is becoming a daily activity and strongly influences purchase decisions based on online reviews and comments.
Managing your Mayoral Brand, VLGA Essential Mayors Weekend 01/14Belinda MacLeod-Smith
This masterclass presentation was developed for current Victorian Mayors from both metropolitan and rural regions. The presentation and accompanying workshop covered elementary branding (and marketing) knowledge and how social media has forever changed the way personal brands are managed.
The presentation unpacks key terms and provides definitions and examples of personal brand management in action.
All content was produced for the Victorian Local Government Association's Essential Mayors Weekend 2014.
How and Why Small Community News Paper Publishers should leverage social media for their businesses and integrate it into their full compliment of media. Part 2 of 3 for the NNPA Social Media Academy.
This document provides guidance on developing a social media strategy through a multi-step assessment and planning process. It includes worksheets to [1] define objectives, [2] determine an organization's current social media proficiency, [3] understand challenges, [4] research target audiences and influencers, [5] align objectives with metrics, and [6] segment audiences. The overall goal is to formulate a strategic plan by completing in-depth audience analysis and aligning objectives with key performance indicators.
Winning at Social - 4 Steps to Enhance Your Social Media StrategyEvgeny Tsarkov
Winning at Social - 4 Steps to Enhance Your Social Media Strategy (by MarketingCloud)
Победить в социальных медиа - 4 шага к расширению вашей стратегии работы в социальных медиа
The dawn of social business is here, and what that means
for anyone working in social media is that there are more
opportunities – and challenges – to mature social efforts across the business.
The document is a workbook for assessing social media strategies. It provides steps and worksheets to help users define objectives, determine where they are in the social media lifecycle, understand challenges, and monitor target audiences. The goals are to formulate a strategic social media plan by identifying goals, researching the competitive landscape and audience, aligning objectives to metrics, and gaining insights into audience behaviors. Completing the workbook activities helps create a effective strategic approach for social media.
Your Brand Sux - Turning Social Sentiment into OpportunityMicrosoft India
This document provides tips and best practices for brands to effectively manage social media engagement and sentiment. It discusses tracking brand sentiment, product feedback, and social media ROI. It emphasizes the importance of listening to customers on social media and using that feedback to improve products, marketing and customer service. It also provides advice on mitigating social media meltdowns, managing risk, and having practices in place to respond to emergencies or controversies on social media.
Here to help you find what you need
Listens more than talks
Asks questions to understand your needs
Connects you to others who can help
The Concierge:
Makes introductions
Curates experiences
Facilitates connections
Focuses on enhancing your experience
The Guide:
Shares insights and perspectives
Helps you explore new ideas
Points out interesting things along the way
Leads by example
The Host:
Welcomes participation
Creates a comfortable environment
Brings people together
Fosters meaningful exchange
The Storyteller:
Paints a picture
Inspires through narrative
Shares lessons learned
Entertains while informing
The Observer:
This document discusses social media design patterns for user experience. It begins with an introduction by Eric Grandeo, a social media strategist. It then covers topics like what social media is, why it is important, how it changes user experience design, common goals for social media, and patterns like sign up/registration, identity, presence, reputation, tagging, sharing, and blogs. The key messages are that social media is about building relationships through conversation, it requires a new approach that is more customer-centric, and common patterns can be applied to the social media design process.
This document discusses the key steps in developing an effective social media marketing plan:
1. Listening and observing social media conversations about your brand, competitors, industry to understand audiences and opportunities.
2. Setting goals such as increasing brand awareness, improving perceptions, and expanding loyalty.
3. Determining strategies by linking goals to specific social media platforms and developing a call to action for each one based on the target audience and their behaviors. This includes creating and sharing relevant content to engage advocates.
This document discusses the key steps in creating an effective social media marketing plan:
1. Listening and observing social media conversations about your brand, competitors, industry to understand audiences and opportunities.
2. Setting goals such as increasing brand awareness, improving perceptions, and expanding loyalty.
3. Determining strategies by linking goals to specific social media platforms and developing a call to action for each one based on the target audience and their behaviors. Strategies also involve contributing valuable content and collaborating with members to build relationships.
This document discusses the key steps in developing an effective social media marketing plan:
1. Listening and observing social media conversations about your brand, competitors, industry to understand audiences and opportunities.
2. Setting goals such as increasing brand awareness, improving perceptions, and expanding loyalty.
3. Determining strategies by linking goals to specific social media platforms and developing a call to action for each one based on the target audience and their behaviors. Strategies also involve contributing valuable content and collaborating with platform members.
Forum sustentar 2011 social media workshop 25 august 2011Maxine T. McClellan
The document provides an overview of social media marketing. It discusses who uses social media and its benefits for businesses, including customer relations, loyalty building, and new customer acquisition. It emphasizes that social media is about dialogue and engagement, not advertising. The document then offers tips for developing a successful social media strategy, including determining goals, researching audiences, creating a contact list, joining conversations, and measuring results.
When I was a consultant for Plug Media Group, I spoke to a real estate investment group and gave this presentation that Jeff Dietrich and I developed.
While it\'s somewhat dated, many of the concepts still stand up, such as having a conversation using social media.
Social media marketing uses social media sites to positively influence consumers toward an organization. While social media offers opportunities, some myths exist, including that it is just a fad, for young people only, or provides no return. Effective social media marketing requires understanding target audiences, goals, platforms, content strategy, and metrics. Measuring includes quantitative metrics like engagement and qualitative measures of sentiment. Tools can track key performance indicators to evaluate success.
The document discusses the importance of social media for marketing. It notes that social media has changed how companies communicate with customers, moving from one-way communication to two-way conversations. While this presents challenges, it also creates new opportunities to engage customers and build stronger relationships. The document then provides statistics on social media usage and lists some of the top questions marketers have about using social media effectively.
Meeting #2 focuses on adopting social media company-wide. Key points discussed include gaining corporate buy-in by comparing social media to other media, highlighting how competitors are using social, and finding missed opportunities. It also addresses properly organizing teams to participate in social media by identifying key stakeholders, listing participating employees, and defining roles and goals for social media use across departments. The meeting aims to get internal agreement to expand social media adoption and participation in a coordinated way.
This document provides a 12-step workbook to help organizations create a social media strategy. It includes sections to assess goals and objectives, define target audiences, choose appropriate tactics and tools, integrate social media with other marketing efforts, and address potential barriers to adoption within the organization. The workbook provides questions, templates, and examples to guide the planning process.
1. The document provides an overview of social media marketing, including defining it, discussing why it is important, and reviewing the key social media platforms.
2. It discusses best practices for social media marketing, including using engaging content, consistency, regular posting, two-way engagement, optimization, and personalization.
3. The document shares a case study of a tennis club that increased membership by 10% through a successful social media marketing campaign, spending only £24 on Facebook ads.
How to develop your Social Media strategy in Russia?La French Tech
Presentation of the Social Media context:
What is Social Media?
Why should you have a Social Media strategy?
How to develop your Social Media Strategy?
This document discusses how to audit the effectiveness of a company's social media marketing efforts. It outlines a 4-step process:
1. Assess social reach and presence by measuring a brand's followers and digital footprint across platforms like Facebook, Twitter, YouTube compared to competitors. This gives an indication of relative social media strength.
2. Analyze digital conversations, post volumes, and trending topics to understand customer engagement with a brand versus its competitors.
3. Perform SEO health checks to evaluate how well a website is optimized to drive traffic from social media.
4. Develop a social media effectiveness dashboard to continuously monitor key metrics and identify areas for improved social strategy and execution. Regular audits ensure
This document provides guidance on developing an effective social media strategy for businesses. It recommends determining goals and objectives, researching relevant social media platforms and target audiences, creating a list of industry contacts and content sources, joining online conversations to build relationships, strengthening relationships through offline interactions, measuring results against goals, and continually analyzing and improving efforts based on what works best. The overall message is that a social media strategy requires a long-term commitment to building relationships, not just short-term marketing tactics, and should be integrated with a company's overall marketing plan.
Thinking of getting a dog? Be aware that breeds like Pit Bulls, Rottweilers, and German Shepherds can be loyal and dangerous. Proper training and socialization are crucial to preventing aggressive behaviors. Ensure safety by understanding their needs and always supervising interactions. Stay safe, and enjoy your furry friends!
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Your Brand Sux - Turning Social Sentiment into OpportunityMicrosoft India
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Asks questions to understand your needs
Connects you to others who can help
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Shares insights and perspectives
Helps you explore new ideas
Points out interesting things along the way
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Brings people together
Fosters meaningful exchange
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Shares lessons learned
Entertains while informing
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This document discusses social media design patterns for user experience. It begins with an introduction by Eric Grandeo, a social media strategist. It then covers topics like what social media is, why it is important, how it changes user experience design, common goals for social media, and patterns like sign up/registration, identity, presence, reputation, tagging, sharing, and blogs. The key messages are that social media is about building relationships through conversation, it requires a new approach that is more customer-centric, and common patterns can be applied to the social media design process.
This document discusses the key steps in developing an effective social media marketing plan:
1. Listening and observing social media conversations about your brand, competitors, industry to understand audiences and opportunities.
2. Setting goals such as increasing brand awareness, improving perceptions, and expanding loyalty.
3. Determining strategies by linking goals to specific social media platforms and developing a call to action for each one based on the target audience and their behaviors. This includes creating and sharing relevant content to engage advocates.
This document discusses the key steps in creating an effective social media marketing plan:
1. Listening and observing social media conversations about your brand, competitors, industry to understand audiences and opportunities.
2. Setting goals such as increasing brand awareness, improving perceptions, and expanding loyalty.
3. Determining strategies by linking goals to specific social media platforms and developing a call to action for each one based on the target audience and their behaviors. Strategies also involve contributing valuable content and collaborating with members to build relationships.
This document discusses the key steps in developing an effective social media marketing plan:
1. Listening and observing social media conversations about your brand, competitors, industry to understand audiences and opportunities.
2. Setting goals such as increasing brand awareness, improving perceptions, and expanding loyalty.
3. Determining strategies by linking goals to specific social media platforms and developing a call to action for each one based on the target audience and their behaviors. Strategies also involve contributing valuable content and collaborating with platform members.
Forum sustentar 2011 social media workshop 25 august 2011Maxine T. McClellan
The document provides an overview of social media marketing. It discusses who uses social media and its benefits for businesses, including customer relations, loyalty building, and new customer acquisition. It emphasizes that social media is about dialogue and engagement, not advertising. The document then offers tips for developing a successful social media strategy, including determining goals, researching audiences, creating a contact list, joining conversations, and measuring results.
When I was a consultant for Plug Media Group, I spoke to a real estate investment group and gave this presentation that Jeff Dietrich and I developed.
While it\'s somewhat dated, many of the concepts still stand up, such as having a conversation using social media.
Social media marketing uses social media sites to positively influence consumers toward an organization. While social media offers opportunities, some myths exist, including that it is just a fad, for young people only, or provides no return. Effective social media marketing requires understanding target audiences, goals, platforms, content strategy, and metrics. Measuring includes quantitative metrics like engagement and qualitative measures of sentiment. Tools can track key performance indicators to evaluate success.
The document discusses the importance of social media for marketing. It notes that social media has changed how companies communicate with customers, moving from one-way communication to two-way conversations. While this presents challenges, it also creates new opportunities to engage customers and build stronger relationships. The document then provides statistics on social media usage and lists some of the top questions marketers have about using social media effectively.
Meeting #2 focuses on adopting social media company-wide. Key points discussed include gaining corporate buy-in by comparing social media to other media, highlighting how competitors are using social, and finding missed opportunities. It also addresses properly organizing teams to participate in social media by identifying key stakeholders, listing participating employees, and defining roles and goals for social media use across departments. The meeting aims to get internal agreement to expand social media adoption and participation in a coordinated way.
This document provides a 12-step workbook to help organizations create a social media strategy. It includes sections to assess goals and objectives, define target audiences, choose appropriate tactics and tools, integrate social media with other marketing efforts, and address potential barriers to adoption within the organization. The workbook provides questions, templates, and examples to guide the planning process.
1. The document provides an overview of social media marketing, including defining it, discussing why it is important, and reviewing the key social media platforms.
2. It discusses best practices for social media marketing, including using engaging content, consistency, regular posting, two-way engagement, optimization, and personalization.
3. The document shares a case study of a tennis club that increased membership by 10% through a successful social media marketing campaign, spending only £24 on Facebook ads.
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What is Social Media?
Why should you have a Social Media strategy?
How to develop your Social Media Strategy?
This document discusses how to audit the effectiveness of a company's social media marketing efforts. It outlines a 4-step process:
1. Assess social reach and presence by measuring a brand's followers and digital footprint across platforms like Facebook, Twitter, YouTube compared to competitors. This gives an indication of relative social media strength.
2. Analyze digital conversations, post volumes, and trending topics to understand customer engagement with a brand versus its competitors.
3. Perform SEO health checks to evaluate how well a website is optimized to drive traffic from social media.
4. Develop a social media effectiveness dashboard to continuously monitor key metrics and identify areas for improved social strategy and execution. Regular audits ensure
This document provides guidance on developing an effective social media strategy for businesses. It recommends determining goals and objectives, researching relevant social media platforms and target audiences, creating a list of industry contacts and content sources, joining online conversations to build relationships, strengthening relationships through offline interactions, measuring results against goals, and continually analyzing and improving efforts based on what works best. The overall message is that a social media strategy requires a long-term commitment to building relationships, not just short-term marketing tactics, and should be integrated with a company's overall marketing plan.
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3. Listen and Observe: Five Stages
Stage #1: Listen to Conversations about a Brand or Company:
As advised by Brian Solis in a post for the Harvard Business Review blog, “Listen to the conversations that
are already taking place” and “Pay attention to the nuances of these conversations.”
What are people saying about this brand?
What good and bad comments have been made?
How do people feel about the company?
Listen to the conversations taking place on blogs, Twitter, discussion forums, website, LinkedIn,
Facebook, and so on, to understand how the company is perceived.
Both positive and negative remarks can show where opportunities may lie knowing what consumers are
already saying will help in preparing responses for common questions or problems.
4. Listen and Observe: Five Stages
Stage #2: Listen to What People Say about the Competitors
Listen to what people say about a company’s competitors, and what those competitors are saying about
themselves.
How do people perceive the pros and cons of the competitors in the social space?
How do these comments influence business opportunities?
What are the competitors doing on social media?
Who are they targeting?
What seems to work?
Stage #3: Listening to What People Say about the Industry or Category
Are their opportunities to separate from competitors?
These questions will help with developing a niche for your brand to fit in, and at the same time provide a way
for marketers to understand what customers in the industry are interested in talking about.
5. Listen and Observe: Five Stages
Stage #4: Listening for the Tone of the Community
The next stage is to observe the tone (attitude) of the community.
observing how your consumers naturally interact with each other on social sites.
What technical jargon or slang do they use?
How do they interact with each other?
What words are most often used to describe specific brands, competitors, or industries?
How are brands participating, and who is getting the most attention?
What are the unwritten rules of participation?
It is essential to first know how relevant social media users communicate with each other and the etiquette
of communicating on different social sites. This knowledge will facilitate integration and participation in the
community.
6. Listen and Observe: Five Stages
Stage #5: Listening to Different Social Media platforms and Channels
The participants on Facebook different from those on Twitter or blogs. Each social media channel has a
distinctive audience (target market) with unique interests, behaviors, and characteristics For example,
according to the Pew Foundation in 2014 more than half of all online users
65 and over used Facebook.
half of young adult Internet users (18–29) used Instagram.
Pinterest was dominated by women.
7. How to Build A Personal Brand You like By Megan Marrs
Determine Your Emotional Appeal
think broadly about your personality and how it affects the experience someone will have with you.
1. How do I make people feel?
2. How do people benefit by working with me?
3. What words do others use to describe me?
1
Determine Your Description
As an individual, yours might be an industry (healthcare/education), or it might be a tangible skill
(creative/ strategic).
1. What field or industry am I in (or do I want to be in)?
2. What are the words I would use to describe my work?
3. Who is my target audience?
2
8. How to Build A Personal Brand You like By Megan Marrs
Determine Your Function
What exactly you do (or will do). It might be something:
directly relates to your career: writing, graphic design, or financial planning
Or something more broad: Are you a manager, a creator, an organizer? A connector of people? What
service do I have to offer people?
3
Put it All Together
Finally, look at your three lists of words, and see how you can combine them into a short sentence or
phrase no more than five words. Your brand mantra (slogan) should communicate clearly who you are, it
should be simple and memorable, and it should feel inspiring to you. You might be a “dependable,
strategic planner” or “a creative professional connector.” Or, your mantra might be something like,
“motivating others to do their best.”
4
9. The National Football League Listens to Super Bowl Conversations
Establishment of Social Media Listening Center for Super Bowl XLVI (2012):
The NFL (National Football League) set up an early social media listening center for Super Bowl XLVI in
2012.
The New York Giants and the New England Patriots were the contenders in that game
generating a high volume of social media activity a team of over 20 individuals, including strategists,
analysts, and tech experts, monitored fan conversations starting from the Monday before the game.
Monitoring and Engagement Activities: The team monitored fan conversations on various social media
platforms such as Facebook, Twitter, Foursquare, and YouTube.They provided real-time information to the
150,000 attendees, including parking directions and details about Indianapolis' attractions. Taulbee
Jackson, the host committee communications manager, declared the activity a success with direct reach
and online impressions.
Expansion in Social Media Presence for Super Bowl XLIX (2015): In 2015, for Super Bowl XLIX, the NFL
continued to enhance its social media presence with a command center. Several brands, including
Budweiser and Nissan, had their own listening centers spread across the country. The social media activity
during Super Bowl XLIX was significant, making it the most social Super Bowl at that time.
10. Record-Breaking Super Bowl XLIX: Super Bowl XLIX in 2015 became the most-watched game ever, with
114.4 million viewers. The game also set records for online streaming, with as many as 1.3 million viewers
streaming the game during crucial moments. It became the most-tweeted game ever, with 28.4 million
game-related tweets sent during the telecast.
Mobile and Social Media Impact:
Mobile was declared the big winner of the game, with increased download activity for game apps
advertised during the Super Bowl. The text suggests a shift in focus from traditional broadcast advertising
to mobile and social media platforms for engagement.
Facebook's Targeted Super Bowl Audience: Facebook offered advertisers a targeted Super Bowl audience
based on listening data. People posting Super Bowl-related content were added to an audience pool, and
advertisers could buy ads against this audience in almost real-time during the Super Bowl.
Facebook's Super Bowl Conversation: Over 65 million worldwide participants "joined the conversation"
on Facebook, posting, commenting, and engaging with Super Bowl-related content.
The National Football League Listens to Super Bowl Conversations
11. Cisco Demonstrates the importance of SOCIAL Media Listening in B2b Marketing
Corporate listening centers are permanent installations that can have an important impact on the
corporate brand or brands. The center introduced by B2B (business to business) marketer Cisco in
2012 was described as state of the art and used Cisco’s own technology plus an outside supplier for
analytics services. The heart of the center is 6 touch screens. According to the Cisco Digital and
Social Blog they are listening to:
Social Media Customer Engagement. Highlighting CiscoLive conversations and engagement.
Twitter-based global heat map. Where? Real-time global tweets are displayed.
Social Media Influencers. Who? What influencers are tweeting about Cisco.
Product Family Landscape. What conversations are happening around both Collaboration and the
Data Center and Virtualization architectures.
Social Media Word Cloud Highlighting current trending topics.
12. Setting Goals and Objectives
Observing the location, behavior, tastes, and needs of the target audience is key to successful SMM. It
helps marketers set optimal goals and determine the most suitable strategies to achieve them.
It is important to keep in mind that goals must be flexible in the light of new developments while
engaging in social media. Sometimes, unintended benefits from social media engagement are discovered.
For example, after Vistaprint, an online printing company, got started on social media, they noticed that
many people were seeking customer support through Twitter. In reaction the company engaged its
customer service department, connecting that department to questions from Twitter so that service
professionals could respond directly to the tweets. This recognition of customer needs allowed faster
service for customers needing assistance and also resulted in cost savings to the firm through reduced
phone time spent on customer support.
Customer service is one of a handful of key objectives that marketers often adopt.
14. Setting Goals and Objectives
In addition to the primary SMM objectives there are other objectives that can be
secondary in SMM campaigns. Some that are frequently alluded to include:
Achieving a desired brand positioning.
Producing new product ideas.
Being prepared to handle reputation management in a crisis.
Supporting public relations and advertising campaigns.
15. Where do actual objectives come
from?
Stage #1: Setting Social Media Marketing Objectives
Exposure is the opportunity to see and/or hear a piece of content in any channel. This is the broad
definition of exposure. It does not mean that a viewer has paid any attention to or has comprehended
any part of the content. It simply means he had the opportunity to do so. Exposure is a term long used in
advertising.
16. Where do actual objectives come
from?
Stage #1: Setting Social Media Marketing Objectives
Engagement: is a term popularized by social media marketers and its exact definition is hotly debated. It
is most often measured as some variant of time spent on the piece of content.
Influence: is a reasonably intuitive term that describes the ability to affect attitudes and behavior. The
topic influence in social media is so important that special tools have been developed to measure it. Klout
is one well-known tool.
Impact: is also used in a reasonably common manner: how does a SMM activity affect business results?
Specifically, how does it affect the attainment of goals? The impact marketers would most like to measure
is the Return on Promotional Investment (ROPI).
Advocacy: is a term long used in traditional promotion, especially in the attempt to understand the effect
of word of mouth (WOM). Communications studies have long demonstrated that various topics have
identifiable opinion leaders and that these opinion leaders do have an influence on followers. The topic of
advocacy has become especially important in SMM where marketers can make specific attempts to locate
or to create advocates and can measure the extent of their success.
17. Where do actual objectives come
from?
Stage #2: Campaign-Specific and Platform-Specific Social Media Marketing Objectives.
Overall Business objectives: are the results you are aiming to achieve in order to accomplish your longer-
term company vision. Think of business objectives as metrics to measure your overall business success.
Hitting your business objectives means you're on the path towards achieving larger company goals.
18. Where do actual objectives come
from?
Stage #2: Campaign-Specific and Platform-Specific Social Media Marketing Objectives.
Marketing objectives are measurable goals that are set up by an organization to promote its products and
services to prospects with an aim to maximize profits and achieve customer satisfaction.
Marketing goals for social media usually center around customer engagement, generating more revenue,
improving the customer experience and positioning the company as a thought leader.
The ultimate goal of your marketing campaign. For example, “get more leads” or “sell more widgets.”
Campaign objectives should be SMART: specific, measurable, achievable, realistic and timely.
19. Determining Strategies
What Are the Overall Goals?
Look at the mission and general marketing goals of the organization when creating SMM strategies.
Social media marketing should not be an isolated part of the marketing strategy; rather, it should link
into a broader marketing plan. The building of SMM strategies that support the overall strategic goals of
a company will also make it easier for the strategies to win support within the company.
1
What Was Learned From Listening?
Marketers should be able to answer the following questions:
1. How do people feel about a company, product, service, person, or issue?
2. How are competitors using social media platforms?
3. Which media platforms appear to be the most viable in order to achieve SMM goals?
4. Where does a company’s target audience hang out, and what do they do there?
5. How can this information be used to identify strategic opportunities?
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20. Determining Strategies
What Best Practices Can Be Applied?
Best-in-class (Best-in-class is defined as the superior product within a category) examples of SMM can
inspire future SMM plans. Look to best-in-class examples, even from firms outside the specific industry
you are interested in, to help shape marketing goals and strategies.
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Goals May Change . . . Be Flexible
The social media planning model is a fluid circle; it is flexible and adaptive. After gaining experience in
social media, measuring the results may lead to a change in goals or strategies. For example, customers
may primarily want to use Twitter for customer service, or perhaps most existing customers are only
active on Facebook. Be open to adaptation. Whatever the specific platforms and tactics used, social
media strategy can best be described as a broad statement of what marketers want to achieve for the
brand in social media.
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22. Linking Goals with a Call to Action
Once clear marketing goals are established, it is important to link those goals to a call to action. This process
will help design and measure social media campaigns more effectively. In order to measure success, you
need to clearly define what someone’s desired action would be your “call to action.” For example “Buy Now”
or “Download Now” simple call to action example.
A call to action is simply the behavior you want the potential customer to exhibit at each stage of your
marketing campaign. There may be different calls to action for each aspect of an Internet marketing or social
media strategy. For example, the goal may be to get blog readers subscribed to an email newsletter or
webinar (A webinar is any online event where a speaker, or group of speakers, can deliver a presentation to a
receptive audience.) so the call to action for webinar listeners may be for them to sign up. Following this,
there may be a series of calls to action that increase the engagement level with the consumer, earning the
right to ask for more information and eventually to close a sale.
23. Linking Goals with a Call to Action
The whole point of using this very specific marketing
design is to make sure that wherever on your site your
visitor is, you are getting them closer to do what you
want them to do.Effective social media marketers
should already have some idea what their audience’s
goals, motivations, and communication preferences
are (through the listening process). A strong call to
action will put that knowledge to work, by designing a
compelling message that keeps consumers engaged
and coming back for more.
24. Self-Promotion vs. Building an Army of Advocates
A final strategy point to consider when building a social media plan is the value of building an “army” of
passionate brand defenders, advocates, and enthusiasts. It is a more complex concept than simply measuring
social media “success” based on the number of followers or mentions.
While social media can be a platform for businesses to share their content, it can become even more
valuable by building the number of people who are passionate about a business and requesting them to
create content or to share it. These brand advocates will talk to their friends not because of a contest or prize
but because they are truly passionate about a business and want to tell the world.
In addition to influencing purchasing behavior, customer advocates are the people most likely to come to the
brand’s defense if needed. As a result of circumstance or human error, eventually a business will offend or
upset someone. Having honest, regular people who are not employed by the company defend the brand can
turn an entire conversation around. These unpaid advocates can be one of the greatest assets to a social
media campaign.
26. Best Practices for Developing a Social Media Strategy
1. Start with a road map. That is your SMM plan. At a minimum it should specify:
a. Who your target audience is and the audience characteristics
b. How you plan to interact with the audience
c. How you will measure the success or failure of your activities
d. How you will adjust to stay on track to meet your objectives.
2. Listen before you start interacting. Just as you would not walk up to a group of people at a party and
start talking (even worse, start talking about yourself), you must listen strategically before you engage
with your audience. Then offer respect, empathy, and content of value before you ask anything of them.
3. Welcome audience participation, feedback and collaboration, and use these conversations to locate and
nurture brand advocates.
4. A successful social media strategy or execution is not built overnight. Give it an adequate amount of
time and, not incidentally, resources to become successful.
5. Be flexible. Social media itself is constantly evolving. Audience tastes and behaviors also evolve over
time. Competitors adopt and change strategies. A social media strategy cannot be cast in stone. It must
have the capacity to adjust to change in a way that furthers the achievement of business and marketing
goals.