Mary Lou Roberts

PLANNING A

SOCIAL MEDIA MARKETING

CAMPAIGN

September 2011

September 2011 2

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

September 2011

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LISTEN COMMUNICATE ENGAGE COLLABORATE

Mary Lou Roberts

WHAT DOES OWYANG MEAN?

September 2011

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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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Mary Lou Roberts

• 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

September 2011

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http://www.web-strategist.com/blog/2010/01/22/slideshare-social-media-trends-for-2010/

Mary Lou Roberts

DOES IT ADVANCE OUR BUSINESS STRATEGY?

September 2011

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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.

September 20119

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GOOD PLAN

September 2011

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Build Reef Balls

Mary Lou Roberts

STARTED OK

February 2010

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EXECUTION DISASTER

Their Reef Ball Our Reef Ball

September 201112

Mary Lou RobertsSeptember 2011

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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!

September 2011

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Used with permission of Deshannee Johnice http://ddjohnice.com

September 201115

INTEGRATE

MESSAGE(S)

ACROSS ALL MEDIA CHANNELS

TO ACHIEVE BUSINESS OBJECTIVES

September 201116

COROLLARY

Social 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

February 2010

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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.

???

Mary Lou Roberts

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

Mary Lou Roberts

DM MARKETING PLAN OVERVIEW

September 2011

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February 201025

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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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Mary Lou Roberts

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