Goals, Objectives, Strategies, and Tactics for a Social Media Campaign

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Goals, Objectives, Strategics and Tactics for a Social Media Campaign. Week 3 for PRL 408 at Utica College. Spring 2014.

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Goals, Objectives, Strategies, and Tactics for a Social Media Campaign

  1. 1. Utica College PRL 408: Social Media Thomas Armitage Week #3 February 12, 2014
  2. 2.           Past week’s articles Importance of a strategic plan What’s in a plan Creating goals Creating objectives Developing strategies Executing tactics Choosing your platform Things to consider Challenges you’ll face
  3. 3.    “Understanding Goals, Strategy, Objectives And Tactics In The Age Of Social” http://onforb.es/1jl9sJM “7 Things to Include in Your Brand’s Social Media Strategy” - http://bit.ly/1iyL2cW “For Viewers, Sochi Will Be First ‘Fully Mobile’ Olympics” - http://bit.ly/1g4hVgI
  4. 4.       Like PR and marketing, social media work must be strategically planned in order to accomplish a business goal Transition from “let’s get involved” to “let’s accomplish something” Accountability Timelines Getting budgets approved A social media plan should be one component of your overall marketing plan
  5. 5.           Background Target Audience Goal Strategy Objectives Tactics and Execution Responses Tools Budget Evaluation
  6. 6.     The biggest, most important thing(s) you want to accomplish Often times, one goal can work A goal will not happen overnight, but requires much time, attention and work Example: Increase online sales from social media referrals by 25% by the end of 2014
  7. 7.    Your roadmap as to how to achieve your goal Strategy helps to keep focus, and keeps all efforts pointed in the same direction Example: Persuade consumers that our products are top of the line and our online shopping experience is superior to competitors
  8. 8. Smaller, more manageable benchmarks that will help achieve the goal  Ensure that all goals and objectives meet the SMART criteria  Should have multiple objectives  Example: 1) Boost traffic to our website by way of social media sites by 15% by the end of 2014. 2) Boost engagement rates on Facebook and Twitter by 30% by the end of 2014. 3) Obtain 10,000 views on each of our product review videos by the end of 2014.  (Sandler, 2012)
  9. 9. Usually, many tactics are needed to accomplish objectives (and essentially accomplish the goal)  For social, each platform should be its own tactic  Include details  Example: Carry out a Twitter campaign that features daily organic posts on topics X, Y and Z, paired with ongoing targeted promoted tweet with a spend of $1,000/month, while tracking analytics monthly through 2014.  Goal Strategy Objectives #1 #2 #3 Tactics #1 #2 #3 #4 #5 #6
  10. 10.      Who is your target audience? Which platforms best fit your objectives? How familiar are you each? What resources are available? How much is in your budget?
  11. 11.  Target audience (marketing personas)  Demographics, psychographics, interests      Your voice Differentiators Advertising opportunities and budget Proactively considering things that can go wrong, dealing with negative feedback Content calendar (Sandler, 2012)
  12. 12.       Staff who will set-up and maintain Frequency Type and topics for content Responding/customer service Measurement Tools (Shandrow, 2013)
  13. 13.       I don’t see how it can help me business! I like real-world networking not virtual! My niche is too small! It takes too much time! It’s too confusing! There are too many option! (Arruda, 2013)
  14. 14.  Content Creation and Blogging  To do:  Read articles from #UticaCollegeSM and comment  Read Chapter 5 in the textbook  Continue working on PPT presentations  LinkedIn presenter should be ready to present, make sure everyone explores LinkedIn and is ready to answer questions and discuss
  15. 15. Arruda, W. (2013, August 27). Three elements of an effective social media strategy. Forbes. http://www.forbes.com/sites/williamarruda/2013/08/27/threeelements-of-an-effective-social-media-strategy/  Cronin, A. (2014, January 20). 7 Things to Include in Your Brand’s Social Media Strategy. ClickZ. Retrieved on February 8, 2014 from http://www.clickz.com/clickz/column/2323003/7-things-toinclude-in-your-brand-s-social-media-strategy  Sandler, J. (2012, December 26). Your social media marketing plan in 5 easy steps. ClickZ. Retrieved on February 6, 2014 from http://www.clickz.com/clickz/column/2203265/your-socialmedia-marketing-plan-in-5-easy-steps  Shandrow, K. L. (2013, September 16). 10 questions to ask when creating a social-media marketing plan. Entrepreneur. Retrieved on February 6, 2014 from http://www.entrepreneur.com/article/228324 

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