Download - PLANNING A SOCIAL MEDIA MARKETING CAMPAIGN
Mary Lou Roberts
PLANNING A
SOCIAL MEDIA MARKETING
CAMPAIGN
September 2011
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BY NOW YOU SHOULD BE THOROUGHLY FAMILIAR WITH
• Social Media Marketing Chapter (8/31)
• Developing a Direct Marketing Plan (Today)
Mary Lou Roberts
SOCIAL MEDIA STRATEGY – THE PROCESS
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LISTEN COMMUNICATE ENGAGE COLLABORATE
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WHAT DOES OWYANG MEAN?
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http://www.slideshare.net/jeremiah_owyang/social-media-trends-for-2010?src=embed
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FOCUS ON CUSTOMERSTHEN
YOUR BUSINESS STRATEGY
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ALTIMETER CALLS IT ‘SOCIALGRAPHICS’
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• Where are your customers online?• What are your customers social behaviors
online?• What social information or people do your
customers rely on?• What is your customer’s social influence?
Who trusts them?• How do customers use social technologies in
the context of your products?
QUESTIONS MARKETER MUST ASK
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http://www.web-strategist.com/blog/2010/01/22/slideshare-social-media-trends-for-2010/
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DOES IT ADVANCE OUR BUSINESS STRATEGY?
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Creating Your Social Media Planby Lisa Barone on 05/19/2009 · 73 comments |
Some things you’ll want to address are:• How will social media be integrated
into the company’s core strategy?• Who from the company will engage?
Will there be one voice? A team using one branded account? Personal accounts?
• How much time will be spent on social media?
• How long will the company “test” the different sites before evaluating their success?
• If a serious fire breaks out, what is the proper protocol and who needs to become involved?
If you enter into social media without a plan, you will fail. Period.
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GOOD PLAN
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Build Reef Balls
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STARTED OK
February 2010
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EXECUTION DISASTER
Their Reef Ball Our Reef Ball
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Over 30 participants and staff• 5 links sent in• 9 comments• Several people emailed me to say thanks!
The THE AUDIENCE
Mary Lou Roberts
THE ULTIMATE CHALLENGE!
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Used with permission of Deshannee Johnice http://ddjohnice.com
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INTEGRATEMESSAGE(S)
ACROSS ALL MEDIA CHANNELS
TO ACHIEVE BUSINESS OBJECTIVES
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COROLLARYSocial Media Does Not
CANNOT
Stand Alone
Mary Lou Roberts
• Understanding of Customer Behavior
• Understanding of Best Practices on
Various Platforms
• Understanding of Customer Behavior on
Various Platforms
SUCCESSFUL PLANNING REQUIRES
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THE PLANNING HIERARCHY
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KEY ELEMENTS OF SMM PLAN
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Define the Marketing Problem• Do We Need to Acquire More Fans for Our Facebook Page?• Increase the Quality of the Online Customer Experience?
Establish Program Objectives• Acquire 2,000 New Fans Next Fiscal Quarter• Keep Post Quality at 6 or Above Throughout Next Fiscal Quarter
Develop Action Plan• Online Content Management Plan• Construct Platform• Deploy Content According to Plan
Identify Evaluation Metrics• Use Facebook Insights including Post Quality• Develop Internal Metrics for Quality of Interaction• Identify Metrics for Relationship Between Facebook and Twitter
Execute and Evaluate Program• Launch Fan Acquisition Program on April 1• Facebook Team Meets Weekly to Track, Evaluate• Report to CMO in early July
MARKETING OBJECTIVES
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MARKETING OBJECTIVES• Share of Market• Sales Revenue• Number of Channel
Members• Price Target
• Gross Margin Target• Profit Target• Drive Visitors to Website• Increase Time on Site
EXAMPLES• Increase from 12% to 15%• Increase by 10%• Increase Number of Retail
Outlets to 4,000• Maintain Average Price of
$49.99• Achieve GM of 40%• Achieve NP of 20%• 10,000 New Unique Visitors• Increase Average Visit from
1.5 to 3 Minutes
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SMM OBJECTIVES
This plan includes the tactical objectives to be used to accomplish two primary goals ofsocial media:
1. Increase unique traffic to X.com
2. Convert anonymous traffic to known visitors by promoting premium content tovisitors from social media sites via free content.
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METRICS MUST BE BASED ON OBJECTIVES
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OBJECTIVES MUST BE SMART
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S mart
M easurable
A ctionable
R ealistic
T ime Sensitive
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DM MARKETING PLAN OVERVIEW
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• Product/Service > Usually a Given• Price > Usually a Given• INTEGRATED COMMUNICATIONS PLAN FOCUSING ON SOCIAL
MEDIA – Includes Other Online, Offline Media as Appropriate
• Distribution/Fulfillment >What Platforms, Services, Agency Support Required
• Quality, Customer Service Issues Directly Related• Tech. Infrastructure, Data Requirements
– Access to Customer Database for Analytics– Access to Customer Email Lists
PLAN COMMENTARY
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KEY TAKE-AWAYS
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• Planning Essential – At Multiple Levels• Objectives Basis for Evaluation• Metrics Increasingly Important/ Available
• By Platform – Integrated Dashboard “Impossible”• Level/Detail of Planning Depends
• Whether Agency or Internal• Complexity of Program• Level of Strategy/Media Integration