Social media marketing 101 workbook
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This social media marketing plan template outlines 10 steps to develop an effective social media strategy. It includes defining key issues and desired outcomes, gauging your existing online presence, conducting a SWOT analysis, determining online competition, setting SMART objectives, segmenting and targeting audiences, choosing appropriate social media tools, developing a press release, measuring performance, and ongoing monitoring and adjustments. The template provides guiding questions under each step to help structure the planning process.
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The document discusses integrated marketing communication (IMC) planning. An IMC plan details which marketing communications and media should be used, when, and to what extent, to direct various instruments like an orchestra score. All good plans include objectives, strategies, and tactics. The zero-based planning process for IMC involves 8 steps: analyzing SWOTs, identifying target customers and relationships, determining communication and behavioral objectives, developing strategies and rationales, budgeting, timing and scheduling, testing marketing mixes, and evaluating effectiveness. The goal of IMC planning is to create a customer focus across departments by having everyone work from the same integrated marketing plan and score.
The marketing plan assignment needs to be done in APA format and at .docx
The marketing plan assignment needs to be done in APA format and at least 12 pages in length. If you have an idea for a business, this is a good time to explore the idea. Its better to have an unsuccessful marketing plan before you might invest in it. The plan should be a new to the world product or service or maybe an improvement over an existing one. Please do not submit a marketing plan of an existing company, product or service.
This is the time to be creative and have fun with this project.
The Marketing Plan will be due this week Sunday.
Please see the format required:
The Marketing Plan
Introduction
As a marketer, you’ll need a good marketing plan to provide direction and focus for your brand, product, or company. With a detained plan, any business will be better prepared to launch a new product or build sales for existing products. Non-profit organizations also use marketing plans to guide their fundraising and outreach efforts. Even government agencies put together marketing plans for initiatives such as building public awareness of proper nutrition and stimulating area tourism.
The Purpose and Content of a Marketing Plan
Unlike a business plan, which offers a broad overview of the entire organizations mission, objectives, strategy, and resource allocation, a marketing plan has a more limited scope, it serves to document how the organization’s strategic objectives will be achieved through specific marketing strategies and tactics, with the customer as the starting point.
The Role of Research
To develop successful strategies and action plans, marketers need to up date information about the environment, the competition, and the market segments to be served. Marketing Research helps marketers learn more about their customers’ requirements, expectations, perceptions, and satisfaction levels. This deeper understanding provides a foundation for building competitive advantage through well-informed segmenting, targeting, and positioning decisions.
The Role of Relationships
The marketing plan shows how the company will establish and maintain profitable customer relationships. The relationships affect how marketing personnel work with each other and with other departments to deliver value and satisfy customers. It also affects how the company works with other stakeholders that include suppliers, distributors, strategic alliance partners, government regulators, media and the community at large to achieve the objectives listed in the plan.
From Marketing Plan to Marketing Action
Companies generally create yearly marketing plans, but some plans may cover a longer period. Marketers start planning well in advance of the implementation date to allow time for marketing research, thorough analysis, management review, and the necessary coordination of departments.
For effective implementation and control, the marketing plan should define how progress toward objectives will be measured. Managers typically use budgets, schedu.
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- 1. Social Media Marketing Plan Thissocial mediaengagementplantemplateismeanttoact as a roughframework/guide only. It shouldbe usedwiththe Centre of Excellence inPublicSectorMarketing’s (CEPSM) Social Media Marketing 101 Workbook,whichis available bycontactingPatriciaPegleyat pegleyp@halifax.ca Please review HRM’sSocial NetworkingGuidelines whenconsideringsocial mediaaspart of your overall communicationsplanning. Step1: Define your key issue(s) anddesiredoutcome(s) –pg 23 Before undertakinganystrategy,itisabsolutelynecessarythatyouhave clearlylaidoutwhatitisthat you’re tryingtoaccomplish.These strategicobjectivesshouldbe high-levelandaddressthe ultimate outcome that will determinesuccess.Everysucceedingelementinthisframeworkmusttie-intothese objectives. Keepitsimplebyansweringthe followingtwoquestions: QuestionA - What isthe keyissue youwishtoaddressbyengaginginsocial media? QuestionB - What wouldconstitute asuccessful outcome?
- 2. Step2: Gauge your existing webpresence –pg 24 QuestionA - What isthe social mediaworldsayingaboutyou? QuestionB - What is the searchengine visibilityof yourwebproperties? QuestionC -What are the relevantkeywordsforyourinitiative?
- 3. Step3: Conduct a SWOT Analysis –pg 30 QuestionA - What are some internal strengthsandweaknessesthatcouldaffectthe outcome of your online social mediainitiative? Internal Strengths: Internal Weaknesses: QuestionB - What are some external opportunitiesandthreatsthatcould affectthe outcome of your online social mediainitiative? External Opportunities: External Threats:
- 4. Step4: Determine your online competition –pg. 32 QuestionA - Who are youronline competitors?
- 5. Step5: Set strategic social mediaengagementobjectives (SMART) –pg. 35 Specific Measurable Achievable Relevant Time-based Q uestionA - What are the SMART objectivesuponwhichyouwill evaluateyoursuccess?
- 6. Step6: Segmentation, Targeting andPositioning –pg. 36 QuestionA - How are you goingto segmentyourmarket? QuestionB - Who is yourtarget audience QuestionC - What isyour positioningstrategy?
- 7. Step7: Choose the Right Tools and Marketing Mix –pg. 42 QuestionA - Whichsocial mediatools/applicationsshouldyouuse?
- 8. Step8: Developa Social MediaPress Release –pg. 46
- 9. Step9: Performance Measurement –pg. 47 QuestionA - How will youmeasure yourwebsite’sperformance? QuestionB - How will youmeasure yoursocial mediamarketingperformance?
- 10. Step10:Ongoing Monitoring and Adjustments –pg. 51