does your social media strategy follow from your goals?
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Academic point of view: Professor Carl MelaTRANSCRIPT
Fuqua Forbes Future of Marketing –2© Carl F. Mela 2014
Social Marketing Goals
• According to the AMA, a search of “How do I get more Facebook likes?” yields 843 million results.
• What’s the point?
Source: ABC News
Fuqua Forbes Future of Marketing –3© Carl F. Mela 2014
Social Marketing Goals
Fuqua Forbes Future of Marketing –4© Carl F. Mela 2014
Social Marketing Goals
• Listen or monitor for brand associations– Caps RFID– Sears Yelp & Mobile
• Engender customer‐customer interaction– Sharing or evangelizing the brand– Caps mobile
• Engender customer‐firm interaction– To firm (suggestions) and from firm (announce)
• Old fashioned one way firm to customer promotion– Sears Facebook More Intrusive
Less Intrusive
Fuqua Forbes Future of Marketing –5© Carl F. Mela 2014
Goals to Tactics
• Communities: Facebook, Google Groups, LinkedIn, FourSquare• Blogs and Microblogs: Twitter, Tumblr• Wikis and Collaborative Sites: Digg, Wikipedia, Reddit• UGC: Flickr, Youtube, Instagram, Vine , Pinterest, Snapchat• Boards, review and comment: Epinions, Open Table• Social gaming; Farmville, MMRPGs
Goals
Tactics Listening InC2C
DiscussionB2C
DiscussionB2C
PromotionControl Locus
Online Communities CustomersBlogs BothMicroblogs BothWikis and Collaborative Sites BothUser Generated Content BothOnline Boards BothGaming CustomersEmails CustomersWeb Pages Firm
Fuqua Forbes Future of Marketing –6© Carl F. Mela 2014
Top Down Vs. Bottom Up
• What’s the point?
• What’s the strategy?– Here’s a tool, let’s find a strategy– Here’s a strategy, let’s find the tools