GOALS AND STRATEGIES

Chapter 2

by Jessica, Samantha, Michael and Alyssa

What is a Social Media Marketing Plan?

● Social media marketing plan is an organization which focuses on actions & achievements of media goals

Eight Social Media Marketing Plan Cyclea. listening

good to know what people are talking about before becoming part of a conversation aka be knowledgeable

b. setting goalsbecome aware of the location, behaviors, taste, and needs of target audiencethis will help us meet the needs of consumerswere able to capitalize strengths of a company

c. defining strategiesprovides guidelines to help org reach marketing goalsmust adjust to org’s goals

d. identifying target audienceenable the company to organize marketing strategies to efficiently reach those

most receptive

CONT..a. selecting tools

find the social media sites where the target audience istechniques like mobile app & convenient locations

b. implementinggoals, strategies, target market, & tools are taken into consideration in creating

actionable social media platform specific marketing tacticsc. monitoring

tracking, measuring, and evaluating an org’s social media initiativesd. tunning

improving the elements of the plan to maximize chances of success

Listen and Observe: Five Stages

1. Listen to conversations about a brand or company- Listen to the conversations that are already taking

place on:

● Blogs

● Twitter

● Discussion forums

● Websites

● LinkedIn

● Facebook

- Pay attention to the Nuances of those conversations

● What are good and bad comments?

● How do people feel about the company/brand?

● Knowing what consumers are already saying will help in preparing responses for common questions or problems

2. Listen to what people say about the competitors- How do people perceive the pros and cons of

the competitors in the social space?

- What are the competitors doing on social media?

● Who are they targeting?

● What seems to work?

3. Listen to what people say about the industry or category

- Is the sentiment strongly positive or negative surrounding certain issues?

- What conversations occur between firms in the industry?

- Will help gauge what people are interested in and frequently talk about

4. Listening for tone of the community- Observing how your consumers naturally

interact with each other on social sites

- What is the slang being used?

- How are brands participating?

- What are the unwritten rules of participation?

5. Listening to different social media channels

- Each social media channel has a distinctive audience with unique interests behaviors and characteristics

Social Media Marketing GoalsBuilding a Brand:

- More about what people say about a company than what it says about itself

- Employees can also have a large influence on a brand’s image

Increasing Brand Awareness:

- Build general awareness that the productor service exists

- Educate an audience about the benefits of the company’s particular product or service in comparison to the competition

Improving Brand Perception:

- Every action a business takes on the social web can add or detract from brand perception

●Establishing online relationships with leaders in the industry

●Gathering together and displaying testimonials

➢ Positive posts

➢ Tweets

➢ Reviews

- Ensuring that all materials published by the company on social media sites consistently promote the brands preferred perception

- Consistently monitoring the social web for positive or negative content

Positioning a Brand:

- An already known brand still has the opportunity to create a more positive impression with the target audience

- Firms can gain by positioning themselves differently from the competition

Expanding Brand loyalty:

- The loyalty of current customers may convince them to market a brand indirectly by telling their friends and family about a product or service

- Businesses that engage in the conversation are more likely to gain recommendations because they are at the front of people’s minds

- Building relationships through social media can increase customer loyalty

Increasing Customer Satisfaction:

- Social media provides an opportunity for companies to build relationships and resolve issues that may otherwise taint a customer's view of the brand

- Simply knowing that a business cares enough to listen is often enough to increase customer satisfaction

Social Media Marketing Goal Continued...

Drive Word-of-Mouth Recommendations■ Social media thrives because people like to talk to each other■ Loyal customers indirectly market a brand they like to people they know (friends & family)■ Businesses should engage in the conversation

● Leads to them more likely being recommended on and offline

Producing New Product Ideas■ Engaging with customers leads to new product ideas■ This could be: requests for new features and services, and recommendations for better ideas■ Use social sites to improve and create new products■ Can also learn reviews on the products, competitors, or industry ■ Social sites are unfiltered meaning, you'll get honest reviews and insight

Generating LeadsPublishing web content is a good strategy Make users provide an email to view contentA brief survey before downloading the free contentThis creates opportunity to send marketing messagesEmail, newsletters, special offersOver a lifetime (unless they unsubscribe)For example clothing stores, Loans have survey at the end

Handling Crisis Reputation Management

All industry recognize the power of social mediaThey predict and should plan ahead for a social

media crisisSocial media can be beneficial or harmful to any

companyHave a plan to minimise damage of the company's

reputationsMonitor what is being said on company

social pagesHave a future plan for social crisis

management Be quick Regular updatesPractice respondingDevelop an employee social media

policyTrain employees how use social tools

within guidelines

Integrating Social Media Marketing With Public Relations and Advertising

Press & industry analysts look to social media when building their stories

Traditional publications pick up stories from blogs

Like New York Times or Wall Street Journal

Use Syndication services- syndicate is when you wanna promote something

A larger social media presence =unsolicited media coverage and quick publicity

Search Engine OptimizationAccording to the textbook...90% of traffic from websites comes from a search engine68% of search engine users only look at the first pageWhat does this mean?If you're ranked number 1 on the search engines it will create more traffic to your company's siteincrease sales, newsletter registration,

more word of mouthThis happens with the more active you are on social media and social media marketing

Take Away:1. These goals are a good start or suggestion2. A marketing strategy may have a different combination of

these goals3. But have clear plan and strategy

Determining Strategies a. Overall goal: win support within the company and from

consumersb. listening: refer back to beginning cycle

c. be flexible with goals

Eight C’s of Strategy Development1.Categorize

★Become aware of which social media has the largest and most relevant audience

★This will create a higher return on investment

2. Comprehend● People prefer to do business with companies they “know, like, and respect”● Learn how to properly communicate with audiences on social media● Demonstrate you know the social media policies & guidelines

3. Converse● Acknowledge and respond to consumer on social media platforms● There needs to be a balance between genuine concern and knowledge of

products● This makes consumers more comfortable, and builds trust● Be honest & use a conversational term● You should be a contributor not a promoter

4. Collaborate● Establish relationships● Make conversations, put a face to the company

○ Steve jobs● This encourages repeat business and word of mouth recommendation

5. Connect★ Connect with influencers on social

media★ Shape their opinion★ Provide excellent customer service on

and offline★ Give them a reason to praise and

promote the company

6. Contribute★ Showcase your knowledge★ People will believe that you

product is of better quality○ Example: Go to a store and

ask an associate, test their knowledge

★ Highlight your firm's unique expertise on a subject

★ Easy way to share this information or knowledge○ blogs, webinars

7. Community★ Participate on

discussion boards★ Get feedback and ideas ★ Poll your social media

followers

8. Convert★ Convert strategy execution

into desired outcomes★ Make a strategy that will lead

you to your goals★ Build the brand, have a social

media crisis plan, integrate social media marketing, drive word of mouth, excellent customer care

Examples Of the 8 C’s1. Case study page 37: good example where 8 c’s are applied to strategizing

*HubSpot Gets Results from Strategic plan*A well known Company is Walgreens

Linking Goals with a Call to Action

What is a “CAll to Action” ?⧫ Call to Action → The action that you want someone to take

at each stage of your marketing campaign

⧫ Usually keeps people engaged by offering something they want and answers the question “What’s in it for me?”

⧫Each step must increase the level of interaction in order to reach the desired goal

⧫ Linking goals with a CTA will help design & measure social media campaigns more effectively

⧫ Last step in a chain of actions is getting to the sale

Examples of CTA’shttp://blog.hubspot.com/marketing/great-call-to-action-examples

Self-Promotion vs. Building an Army of Advocates

⧫ Self-promoters focus on publishing the brand & measure success based on their number of followers

⧫ Having brand advocates can increase chances of potential consumers meeting your goals/sales

⧫ Brand Advocates→ group of people who defend, are passionate and enthusiastic about a brand

⧫ When a positive relationship is established, brand advocates will talk positively and make recommendations...when a negative relationship is established, they can lead to a brand’s downfall or bad reputation( in that case they are no longer advocates) OR true brand advocates will still defend the brand

⧫ Brand advocates and community have POWER; they can express themselves

through social media platforms (eg; facebook comments)

⧫ Secret to Brand Advocates: https://www.youtube.com/watch?v=Bwwdur7rkew

⧫ A music streaming app/service that lets users listen to free and ad-free music

- Contains millions of songs

- Users can be suggested playlists or make/share their own

- Users can search their favorite albums, songs, playlists, podcasts, artists while also discovering new music

- Ad-free music requires a premium subscription ($9.99/month)

- Social Media: Instagram, Twitter, Facebook, Tumblr, Linkedin

Goals & Call to Actions for Spotify

1.Main website contains Instagram, Twitter and Facebook links at the bottom or you can find Spotify in an app store

2.One click away to “follow” or “like”, draws in using words “Play Free” or “Go premium-30 day free trial”

3.Sign up through Facebook or e-mail

4.Brand building includes pictures of artists, albums, videos to promote music ,updates to app, and comment sections for brand advocates/users/potential users

5.Download app/purchase premium membership and use content offered

Goal= Make sales from users

← Positive Relationship: keeping in touch with community through Facebook comments section ← User can be considered a brand advocate because of positive feedback← Spotify makes the user feel special

← Example of Listening/Tuning: Spotify has SpotifyCares to help with problems and they’re taking the time to listen to the community

ReferencesBarker, Melissa S., Donald Barker, Nicholas F. Bormann, and Krista Neher. Social Media Marketing: A Strategic Approach. Mason, OH: South-Western Cengage Learning, 2013. Print.

"Brand Advocate." What Is Brand Advocate: A Webopedia Definition. QuinStreet Enterprise, n.d. Web. 21 Sept. 2015. <http://www.webopedia.com/TERM/B/brand_advocate.html>.

Leaning, Brittany. "17 Call-to-Action Examples You Can't Help But Click." 17 Call-to-Action Examples You Can't Help But Click. HubSpot, 26 June 2014. Web. 21 Sept. 2015. <http://blog.hubspot.com/marketing/great-call-to-action-examples>.