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.

1. Chapter 2:
Goals & Strategies
Ann Apostol
Ally Szotak
Casey Chin
Tsu Lin
Dave Pajak

2. How to create a winning Social Media Plan?
The two most important steps in this process are:
1)Goal Setting
1)Strategy Determination

3. What is a Social Media Marketing Plan?
A Social Media Marketing Plan details an organization’s
social media goals and actions necessary to achieve them.
Social Media Marketing Plan is a continuous process, as
illustrated by the Social Media Marketing Planning Cycle.

4. Social Media Marketing Planning Cycle

5. Listening and Observing: 5 Stages
During the Listening and observing stage, marketer should
look into conversations about different brands and company.
Look into other company and relevant industry in the social
media area as much as possible.
This allows you to identify where the organization and what
audience they are targeting.

6. Listening and Observing: Stage 1
Listening to conversation about a brand or company
- listen to a conversation
- pay attention to what they are saying about the brand
- use social media
- both positive and negative
- help prepare for common questions

7. Listening and Observing: Stage 2
TO what people say about the competitors
- people say about competitors
- competitors say about themselves
- identify the competitors social media
- build strategy based off of competitors

8. Listening and Observing: Stage 3
Listen to what people say about the Industry or Category
- listen to overall industry
- consumer say
- does it create opportunity
- remember to connect
- help understand

9. Listening and Observing stage 4
Listening for the tone of the community
- observe the Tone of the Community
- watch consumer’s interaction on social media
- look out for slang terms to describe a brand
- competitor
- industries
- brand

10. Listening and Observing stage 5
listening to different social media channels
- figure out where target audience hangout
- all social media have distinctive audiences
- linkedln age 13-34 - for affluent, older and educated
- twitter - less wealthy than linkedin and facebook

11. Setting Goals
Main goal is to know what you can accomplish through social
media
- social media marketing goals include
- brand company
- increase customer satisfaction
- driving word of mouth recommendation
- produce new product ideas
- generate leads

12. Setting Goals
Social Media Marketing Goals:
- Build brand
- Increase brand awareness
- Improve brand Perception
- Positioning a brand
- Expand brand loyalty
- Increasing customer satisfaction

13. Determining Strategies
Overall goals - mission and general marketing goals
Social Media should NOT be only marketing strategy >> link to broader marketing
plan
The listening stage
How do people feel about company, product, service, person, or issue?
How are competitors using the social media platform?
Which platforms seem most viable?
Where does the company’s target audience hang out and what do they do there?
How can this information benefit in using strategic opportunities?

14. Determining Strategies
The 8 C’s of Strategy Development
Categorize social media platforms by target market relevancy
Comprehend the rules of the road on the platform by listening and learning how to
behave, successfully spark conversation, and engage and energize the
participants
Converse by acknowledging and responding to other users on the platform, always
remembering to be a contributor, not a promoter
Collaborate with platform members as a means of establishing a mutually beneficial
relationship with the platform participants
Contribute content to build a reputation and become a valued member
Thought leaders- experts in an industry

15. Determining Strategies
HubSpot Case Study:
Founded in 2004 at MIT
Marketing software
Developed a social media marketing strategy based on strategic objectives, its customer
base, and the importance of content
Primary goal = generate leads
Identified target audience >> starting with the buyer personas >> allow themselves to
know their base on a detailed level
Uses (not limited to) blog, Twitter, Facebook, and LinkedIn
Created a call to action >> used on each social media platform

16. Linking Goals w/ a Call to Action
To effectively measure success, you need your “call to
action”
There are different calls to action for each media strategy
Your call to action should flow consistently from your
marketing goals
There will be several calls to action that increases the
engagement levels of the consumer
Getting to sale is the final step of your calls to action

17. Self-Promotion vs. Building an Army of Advocates
Brand advocates reach out to their friends
They create natural positive recommendations which do not
require any form of compensation
This free advertisement and gestures of goodwill increase
customer relations
Having access to positive testimony from honest people can
help a bad scenario

18. The Benefits of Building an Army of Advocates: Examples
Popular Youtubers
Tight Knit communities of enthusiasts
Streamers
Customer Reviews
https://www.youtube.com/watch?v=i1qnIBLNOG0