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 Marketing Plan
Introduction
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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.
Digital marketing strategy_guide_intermediate_level
This document provides a guide to optimizing digital marketing strategies at an intermediate level. It discusses setting goals in a hierarchy aligned with business objectives. It also covers conducting in-depth market analysis through audience personas and customer segmentation to better understand needs. The guide recommends benchmarking competitors to identify strengths and gaps. It prompts analyzing one's own digital assets and paid, earned, and owned media to improve strategy and tactics for growing conversions and business. The overall aim is to take a more strategic view of digital marketing by leveraging audience insights.
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While many leading companies have the building blocks in place to participate in and leverage social media, many are pausing and asking deeper questions around how they can best evolve and transform their technology systems and operating processes in order to maximize the benefits social media offers.
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While 95 percent of marketers agree that KPIs must be tied to business goals to truly matter, the act of actually doing so remains a challenge. In this presentation, Mower provides some insight on how marketers can use success planning to more easily link KPIs to business goals.
Social Media (Influence) Marketing by Martin Walsh
This is the detailed Social Media (Influence) Marketing Framework I developed a few years ago but which I constantly update based on practical experience implementing it in my roles at Microsoft and IBM. I have shared this strategic framework with many other organisations and provided advice on how to define, implement, operationalise and execute this tactic, particularly in context of a 360 degree integrated program and or campaign.
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The document provides a framework for developing an effective social media strategy. It outlines key components to include such as an executive summary, situation analysis, objectives, strategies, tactics, timing, budget, and measurement. Completing each section will help gain a clear understanding of what the social media strategy should entail and the steps needed for implementation. The checklist can then be used to ensure all necessary elements are included before finalizing the strategy.
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This document provides an overview of establishing objectives and budgeting for promotional programs. It discusses determining marketing and communication objectives, with communication objectives focusing on tasks like awareness, comprehension, and conviction. Budgeting approaches include top-down methods where amounts are set by executives and bottom-up methods where objectives guide budget needs. Objectives should be specific, measurable, time-bound, and track audience responses. Budgets may be set as a percentage of sales, to match competitors, or based on return on investment models.
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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