The document discusses planning for marketing efforts using social media. It provides a case study of how to develop an integrated marketing plan with essential media and outreach tasks. It emphasizes the importance of strategic planning by developing positioning, strategy, and communications plans. It also discusses best practices for social media, such as encouraging target audience participation, focusing on progressive ROI metrics, and understanding social media as a conversation rather than one-way marketing messages.
The Business Value of Social Media Monitoring by @DrNatalie Petouhoff Dr. Natalie Petouhoff
Wondering how social media affects your business? Wondering if you should use social media monitoring and listening tools? In this presentation is a case study on how Netflix didn't listen to social media sentiment and made business decisions that caused the stock price to drop dramatically.
It also analyzes Blockbuster and some ways that they also could have used social media monitoring to prevent bankruptcy and also how they did use it to capture some of the Netflix customers who were looking to leave.
The data in the case study is from Sysomos and provides not just data, but shows how social media data provides business insights that impact business decisions.
Included is John Boyd, a former fighter pilot and the creator of the OODA Loop - Observe, Orient, Decide & Act process. How this applies to business is --determining whether businesses are using social media data --like fighter pilots use data-- to be agile and make critical decisions in seconds vs using data on a yearly basis to evaluate the direction of the company.
Companies can't afford to miss these points but many do. Don't let your company be one of them that doesn't OODA!
For more information and a white paper on this topic, check this out: http://www.drnatalienews.com/blog/ooda-loop-and-how-to-use-social-media-for-business-part-5
@drnatalie
www.drnatalienews.com
www
Digital Marketing (DMK201 at www.OnlinePIU.com) - Lecture 3: Planning for Dig...Ryan Busch
Lecture 3: Planning for Digital Marketing
Learning Objectives:
•Assess the relationships among a digital marketing plan, traditional marketing plan, and business plan.
•Explain the importance of situational analysis within marketing planning.
•Create SMART objectives for a digital marketing plan.
From One to a Million: Managing Social Media at ScaleDave Fleet
What if you had to re-examine your assumptions around social media? What if, instead of thinking about conversations in ones and twos, you had to think about them in thousands and tens of thousands? What if you had to manage dozens or hundreds of properties, and millions of fans? What would change?
This presentation looks at four challenging areas for companies engaging in social media at large scale - structure, community management, content and measurement - and offers tips on how to approach each of these at scale.
This webinar is designed for the nonprofit organization that wants to understand a social media strategy, and what goes into developing one. During the webinar, we’ll discuss the following:
- Benefits of creating a strategy
- How a social media strategy supports overall organizational goals
- Research needed to before you create your strategy
- The major components of a social media strategy
- Tying the social media strategy into the website
- How a social media strategy supports fundraising
The 7 Drivers of Social Media Management Framework is adapted from the Marketing Communications Framework as taught at the Edinburgh Business School. This presentation walks the reader through the seven necessary steps to successfully manage social media activities in a company or for a brand.
All pictures/graphs taken/created by the author, except where stated/sourced differently.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
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The Business Value of Social Media Monitoring by @DrNatalie Petouhoff Dr. Natalie Petouhoff
Wondering how social media affects your business? Wondering if you should use social media monitoring and listening tools? In this presentation is a case study on how Netflix didn't listen to social media sentiment and made business decisions that caused the stock price to drop dramatically.
It also analyzes Blockbuster and some ways that they also could have used social media monitoring to prevent bankruptcy and also how they did use it to capture some of the Netflix customers who were looking to leave.
The data in the case study is from Sysomos and provides not just data, but shows how social media data provides business insights that impact business decisions.
Included is John Boyd, a former fighter pilot and the creator of the OODA Loop - Observe, Orient, Decide & Act process. How this applies to business is --determining whether businesses are using social media data --like fighter pilots use data-- to be agile and make critical decisions in seconds vs using data on a yearly basis to evaluate the direction of the company.
Companies can't afford to miss these points but many do. Don't let your company be one of them that doesn't OODA!
For more information and a white paper on this topic, check this out: http://www.drnatalienews.com/blog/ooda-loop-and-how-to-use-social-media-for-business-part-5
@drnatalie
www.drnatalienews.com
www
Digital Marketing (DMK201 at www.OnlinePIU.com) - Lecture 3: Planning for Dig...Ryan Busch
Lecture 3: Planning for Digital Marketing
Learning Objectives:
•Assess the relationships among a digital marketing plan, traditional marketing plan, and business plan.
•Explain the importance of situational analysis within marketing planning.
•Create SMART objectives for a digital marketing plan.
From One to a Million: Managing Social Media at ScaleDave Fleet
What if you had to re-examine your assumptions around social media? What if, instead of thinking about conversations in ones and twos, you had to think about them in thousands and tens of thousands? What if you had to manage dozens or hundreds of properties, and millions of fans? What would change?
This presentation looks at four challenging areas for companies engaging in social media at large scale - structure, community management, content and measurement - and offers tips on how to approach each of these at scale.
This webinar is designed for the nonprofit organization that wants to understand a social media strategy, and what goes into developing one. During the webinar, we’ll discuss the following:
- Benefits of creating a strategy
- How a social media strategy supports overall organizational goals
- Research needed to before you create your strategy
- The major components of a social media strategy
- Tying the social media strategy into the website
- How a social media strategy supports fundraising
The 7 Drivers of Social Media Management Framework is adapted from the Marketing Communications Framework as taught at the Edinburgh Business School. This presentation walks the reader through the seven necessary steps to successfully manage social media activities in a company or for a brand.
All pictures/graphs taken/created by the author, except where stated/sourced differently.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Skye Residences | Extended Stay Residences Near Toronto Airportmarketingjdass
Experience unparalleled EXTENDED STAY and comfort at Skye Residences located just minutes from Toronto Airport. Discover sophisticated accommodations tailored for discerning travelers.
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https://skyeresidences.com/about-us/
https://skyeresidences.com/gallery/
https://skyeresidences.com/rooms/
https://skyeresidences.com/near-by-attractions/
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Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
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Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
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"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
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Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
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➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
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➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
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"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
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This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
2. Agenda
Who am I?
Branding
A fun case study about marketing planning
Planning…a way
Thoughts about social media as you plan
3. Who am I?
West Point grad with masters in business and strategy.
Artillery officer
Worked for Secretary of the Army
Secretary of Defense Corporate Fellow (DuPont)
Director of Marketing (Army Strong campaign)
Now running my own consulting business and a social media advocate
What’s the point?? If I can do it…so can you!
5. What’s my brand???
Our Website
Our Website
I didn’t want to have
to pay to be in 1st
position!
6. My experience with most marketing teams
Social
Event Television Digital Print
Media
7. Case Study
The boss invited me to a Twins game this
afternoon and I’d like to bring him to the
house for dinner. I’ll get my jersey when I
come home for lunch. Could you get some
steaks for us to grill?
We have nothing in the house.
Mauer jersey is dirty!
Need a snack for the boss while we grill.
Gonna need some wine too.
13. STEP 1: Develop a position for your marketing effort
The Army’s Positioning For Recruiting
Soldier’s Purpose
A Soldier serves in the US Army and is committed to protecting the U.S. Constitution and all
that it stands for.
Soldiers Definition
A Soldier is strong (Mentally, physically and emotionally), adaptive, confident, and values
driven.
Value Statement
Becoming a Soldier prepares you to succeed at whatever you select as your goals.
Positioning Statement
Being a Soldier strengthens you today and for the future because the Army develops your
potential through relevant and challenging training, shared values and personal experience.
Soldiers consistently take pride in making a difference for themselves, their families and the
Nation.
Support
Enlisted: Army skills; leadership and teamwork training; educational opportunities
Officer: Leadership and management development of each cadet/officer
Emotional assurance for both: pride in making a difference
14. STEP 2: Develop a strategy
Strategy
Short term -
Launch and establish Army Brand
Increase Leads and traffic to stations to meet recruiting mission
Position Brand for Long Term success - one look and one voice
Midterm -
Build Army Brand and improve awareness and propensity
Employ market segmentation research to target messages more
effectively
Employ Public Relations to extend message to both the internal and
external audiences
Develop ethnic specific messages to increase enlistments in under-
represented ethnic markets
Long term -
Reinforce Army Brand with compelling and relevant ads and messages
Integrate learning from Ad Tracking and research to improve campaign
effectiveness
Synchronize Army-wide outreach programs and assets to support
recruiting
15. STEP 3: Develop a communications plan
- Who are you talking to?
- Prospects
- Parents
- What are you saying to them?
Become Become Seek Become Contract Affirm
Aware Intrigued Info a Lead Decision
16. STEP 1: Receipt of Mission
STEP 4: Conduct Plan STEP 2: Mission Analysis
1. Analyze the requirements
2. Review available research and performance data
3. Determine specified, implied and essential tasks
4. Review available resources
5. Determine constraints
6. Identify critical facts and assumptions
7. Conduct risk assessment
8. Determine initial critical information requirements for CMO
9. Determine additional research requirements
10. Plan use of available time
Marketing 11.
12.
Conduct a mission analysis presentation
Develop the initial CMO’s intent
Decision Making Process 13.
14.
Issue the CMO’s guidance
Issue a warning order
15. Review facts and assumptions
STEP 3: Course of Action Development
1. Analyze research data, resources and tasks
2. Generate options
3. Develop pre-launch PR plan
Develop : 4. Develop the Essential Media/Outreach Tasks and Integration Matrix
5. Assign responsible execution agent
Essential Media Tasks 6. Prepare COA statements and sketches
Essential Outreach Tasks STEP 4: Course of Action Analysis (War-gaming = Mind Mapping +)
Integration Matrix 1.
2.
Gather the tools
List all available assets
3. List assumptions
4. List known critical events and decisions
5. Determine evaluation criteria
6. Select the war game method
7. Select a method to record and display results
8. War-game the engagement and assess the results
STEP 5: Course of Action Comparison
STEP 6: Course of Action Approval
COPYRIGHT by DAL Social Marketing
STEP 7: Orders Production
17. Essential Media Tasks
TASK: Start with one of the key words below (what you are doing) and who you are doing this with.
Objective (Start every task description with one of the following words)
- Listen
- Broadcast (this cannot be used for social media)
- Educate
- Engage
- Listen then Engage
- Share
- Sell
Target Audience(s) (what service are you providing to each audience)
PURPOSE: This explains why you are doing this.
METHOD: This is the where you are doing something (which media), how you will do it and when.
Priority – In the event of reduced resources later, priority will help decide what to eliminate.
Allocation – Resources allocated (people, time and $)
Restrictions – Things that require CMO approval or that are not allowed to be done
EFFECTS: What is the effect on your target audience are you are expecting to achieve by doing
this. Make it something you can measure in order to determine if this has worked. Measurement
could just be tracking numbers at first and then establishing a value that you feel is acceptable to
continue this task.
COPYRIGHT by DAL Social Marketing
18. Essential Outreach Tasks
TASK: Start with one of the key words below (what you are doing) and who you are doing this with.
Objective
- Engage
- Educate/Inform
- Develop or enhance brand ambassador relationships
- Generate leads
- Generate pledges of support (if applicable for your brand)
Target Audience(s)
PURPOSE: This explains why you are doing this.
METHOD: This is the where you are doing something (which media), how you will do it and when.
Priority – In the event of reduced resources later, priority will help decide what to eliminate.
Allocation – Resources allocated (people, time and $)
Restrictions – Things that require CMO approval or that are not allowed to be done
EFFECTS: What is the effect on your target audience are you are expecting to achieve by doing
this. Make it something you can measure in order to determine if this has worked. Measurement
could just be tracking numbers at first and then establishing a value that you feel is acceptable to
continue this task.
COPYRIGHT by DAL Social Marketing
19. Sample Integrated Marketing Matrix
: which stage each programnetwork plays a role at
Social Media Networks
Print Gaming
Television (Ads, Outreach Website Blog Sites
OOH) Or Apps
Role
• Generate • ADS, OOH: • Generate • Hub, • Provide • Give a • Facilitate to • Use as • Demonstrat • Help
awareness Generate leads by modular & content to flavor of life Interact/ appropriate e the reality customers
of our awareness allowing widgetize learn about and connect for younger of being in connect
website. of our people to content for life and experience with our customers the Army to with clients
website. experience people to experience of certain prospects include use or
Insert your • PR: put on their in the products and of customer
our brand.
own sales Generate own sites, company • Drive to influencers. NASCAR service
• Generate
funnel steps positive blogs, etc. or its website • Help and NHRA • Allow to
sales at
here. impression products. people to teams. ask deeper
location.
s about the • Drive to learn about • Demonstrat questions
company. website the brand. e elements • Real time
of the response
marketing
Sales Funnel Stages
campaign.
Drive people
1
1 to website
2 2
Drive people
to website Drive people
3 3 Drive people
to website
Drive people to to website
website or
engage with
them on the
site using
4 4
discussion
board
website should
provide links to Drive people to
other social appropriate
1. Appeal to the broadest segment media networks location based
on their
2. Experience questions
3. Customer Relationship Management
4. Sales Social media should play a vital role in building awareness, enabling customers to experience
our clients products/services, as well as helping to collect critical information
20. Become Become Seek Become Contract Affirm
Aware Intrigued Info a Lead Decision
Public Relations
TV, Channel 1
Print
Regional Radio, OOH, Print
Online Media
Direct Marketing
Nationally Driven Events
Website
Local Traffic Driving Ads
Local Events Local Events
Recruiter Station Merchandising
Recruiter Sales Materials
Future Soldier Activities
22. Working Definition
Social networking is the creation of connections
between individuals and advertisers who share a
common interest in order to create new
conversations that add measurable value
to a brand, product or service.
Viral Marketing
The process of creating the potential for exponential growth in a
message's exposure and influence, usually refers to the pass-
along of some element or content that is usually online
Buzz
Generally considered an outcome resulting from large numbers
of individuals talking about a product, service or brand
Word-of-Mouth Marketing
Activities that companies undertake to generate personal, often
in-person, recommendations as well as referrals for brand
names, products and services
23. Is Social Networking new….NOPE…just the tools!
There were four main purposes of the Declaration:
ü Getting reluctant colonists on board
ü Explaining the colonists' position on the purpose of government
ü Listing the colonists' grievances against King George III to show the legitimacy of
their actions to others
ü To encourage foreign nations to help them
24. Why Social Networking is Important
• 78% of consumers trust recommendations from other
consumers (1)
• 71% of 13-24 year olds consume user-generated content (2)
• 35% of executives have read a blog in the last month (3)
• 40% of today’s consumers are creating their own
entertainment (4)
• 51% of consumers are watching and reading content
created by other consumers (5)
Sources:
1. Word-of-Mouth the Most Powerful Selling Tool: Nielsen Global Survey, The Nielsen Company, October 2007
2. Harrison Group/Deloitte Touche Survey, March 2007
3. Business Elite: USA 2007 Survey, Ipsos Media, October 2007
4. State of the Media Democracy: Deloitte & Touche Technology, Media and Telecommunications practice, August 2007
5. State of the Media Democracy: Deloitte & Touche Technology, Media and Telecommunications practice, August 2007
25. Encourage Target Audience Participation
Ensuring that activity is driven exclusively by our target audiences will help
build a high level of trust in programs
Modern web users’ trust is earned, not given, so it’s imperative
that we leave as little a “footprint” as possible
As little reactive moderation as possible (e.g., don’t let community see you
remove content after the fact)
Let others respond to negative comments.
Establish ground rules on what will get a comment deleted. (e.g., obscene
language, inappropriate comments, spam, etc)
Customers prefer interactions with each other to receiving
“marketing speak” about why they should consider or buy new
products / services
December 2008 Web 2.0 Research confirms this
26. Strategic Plan sets ROI expectations
Social marketers must shift ROI focus from traditional, media-driven metrics
to more progressive, participatory metrics
Exposure
Actions Conversations
Metrics
• Page Views • Search • Mentions
• Visits Engine • Comments
• Unique Entries • Advocacy
Visitors • Clicks • Influencers
• Time on Site • Downloads • Attitude Shift
• Referrers • Ongoing • Brand
• Reach Usage Favorability/
• Ratings Sentiment
• Pass Along
Traditional Progressive,
Media-driven Metrics 26 ROI
Participatory Metrics
27. SO WHAT??
Learn your customers and trust your instincts
Does the agency know your business better than you?
Awards mean nothing…focus on ROI!
Challenge your agency to speak to their other clients
Read…Read…Read
Watch those in other businesses…otherwise you’re a follower
Understand the rules of social media…it’s a conversation
Establish ground rules
Let your allies defend you
Have a communication plan and apply the tools that fit
Is Social Media a PR tool or a Marketing tool??