Chapter 2:Goals & Strategies

Ann ApostolAlly SzotakCasey Chin

Tsu LinDave Pajak

How to create a winning Social Media Plan?

The two most important steps in this process are:

1)Goal Setting

2)Strategy Determination

What is a Social Media Marketing Plan?

A Social Media Marketing Plan details an organization’s social media goals and actions necessary to achieve them.

Social Media Marketing Plan is a continuous process, as illustrated by the Social Media Marketing Planning Cycle.

Social Media Marketing Planning Cycle

Listening and Observing: 5 Stages

During the Listening and observing stage, marketer should look into conversations about different brands and company.

Look into other company and relevant industry in the social media area as much as possible.

This allows you to identify where the organization and what audience they are targeting.

Listening and Observing: Stage 1

Listening to conversation about a brand or company

- listen to a conversation

- pay attention to what they are saying about the brand

- use social media

- both positive and negative

- help prepare for common questions

Listening and Observing: Stage 2

TO what people say about the competitors

- people say about competitors

- competitors say about themselves

- identify the competitors social media

- build strategy based off of competitors

Listening and Observing: Stage 3

Listen to what people say about the Industry or Category

- listen to overall industry

- consumer say

- does it create opportunity

- remember to connect

- help understand

Listening and Observing stage 4

Listening for the tone of the community

- observe the Tone of the Community

- watch consumer’s interaction on social media

- look out for slang terms to describe a brand

- competitor

- industries

- brand

Listening and Observing stage 5

listening to different social media channels

- figure out where target audience hangout

- all social media have distinctive audiences

- linkedln age 13-34 - for affluent, older and educated

- twitter - less wealthy than linkedin and facebook

Setting GoalsMain goal is to know what you can accomplish through social media

- social media marketing goals include

- brand company

- increase customer satisfaction

- driving word of mouth recommendation

- produce new product ideas

- generate leads

- handle crisis reputation management

- advertising

Setting Goals

Social Media Marketing Goals:

- Build brand

- Increase brand awareness

- Improve brand Perception

- Positioning a brand

- Expand brand loyalty

- Increasing customer satisfaction

- Driving word to mouth recommendation

- Producing new product ideas

Determining Strategies

Overall goals - mission and general marketing goalsSocial Media should NOT be only marketing strategy >> link to broader marketing

plan

The listening stageHow do people feel about company, product, service, person, or issue?

How are competitors using the social media platform?

Which platforms seem most viable?

Where does the company’s target audience hang out and what do they do there?

How can this information benefit in using strategic opportunities?

Determining Strategies

The 8 C’s of Strategy DevelopmentCategorize social media platforms by target market relevancy

Comprehend the rules of the road on the platform by listening and learning how to behave, successfully spark conversation, and engage and energize the participants

Converse by acknowledging and responding to other users on the platform, always remembering to be a contributor, not a promoter

Collaborate with platform members as a means of establishing a mutually beneficial relationship with the platform participants

Contribute content to build a reputation and become a valued member

Thought leaders- experts in an industry

Connect with the influencers so that you can enlist them to help shape opinions about your product or service

Community participation (and creation) can elicit suggestions about new or improving products

Convert strategy executions into desired outcomes such as brand building, increasing customer satisfaction, increasing search engine site traffic, etc.

Determining Strategies

HubSpot Case Study: Founded in 2004 at MIT

Marketing software

Developed a social media marketing strategy based on strategic objectives, its customer base, and the importance of content

Primary goal = generate leads

Identified target audience >> starting with the buyer personas >> allow themselves to know their base on a detailed level

Uses (not limited to) blog, Twitter, Facebook, and LinkedIn

Created a call to action >> used on each social media platform

HubSpot success = social media conversion rate of 5% (5% of the site’s visitors give an email so a sales representative can follow up)

Linking Goals w/ a Call to Action

To effectively measure success, you need your “call to action”

There are different calls to action for each media strategy

Your call to action should flow consistently from your marketing goals

There will be several calls to action that increases the engagement levels of the consumer

Getting to sale is the final step of your calls to action

Self-Promotion vs. Building an Army of Advocates

Brand advocates reach out to their friends

They create natural positive recommendations which do not require any form of compensation

This free advertisement and gestures of goodwill increase customer relations

Having access to positive testimony from honest people can help a bad scenario

The Benefits of Building an Army of Advocates: Examples

Popular Youtubers

Tight Knit communities of enthusiasts

Streamers

Customer Reviews

https://www.youtube.com/watch?v=i1qnIBLNOG0