Group Project _chargedup

7/21/2019 Group Project _chargedup

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SOCIAL MEDIA MARKETINGPLANNING CYCLE

-Tune-Listen

-Goals

-Strategies-Target audience

-Tools

-Implement-Monitor







WHAT INFORMATION TOINCLUDE YOUR SOCIAL MEDIA

MARKETING PLAN-Executive Summary

-Brief Overview

-Social Media Presence

-Competitive Analysis

-Goals

-Strategies

-arget Mar!et

-ools-"mplementation

-Platform-Speci#c actics ools $%ace&oo!' witter' "nstagram' EC(

-Content )evelopment

-Assignments

-Monitoring

-rac!ing

-Measuring

-*uantitative +P"s

-*ualitative +P"s

-Evaluating

-Social Media Monitoring ools

-uning

-Budget

-,eturn on "nvestment



O!e"#$n% Soc$al Med$aP"e!ence

-listen to !hat people are saying a'outa company.

& 'e( )et"$c! *o" aud$t$n% a co)+an$e! Soc$al

Med$a +"e!ence on d$,e"ent Soc$al Med$a +lat*o")!-

Sentiment (nalysis

)eachCompany Post

*eed'ack

("erage )esponse Time



Conducting a Competiti"e(nalysis

• ( Social Media SO Analysis identi+es a company,sstrengths and !eaknesses on social media platforms as!ell as the opportunities and threats on the social !e'

amples-Strengt.s/

0oes the organiation ha"ea strong 'rand presence onmultiple social mediaplatforms2ea!nesses/Is the company,s track

record on social mediaplatforms spotty2Opportunities/3hat does the targetmarket do on these sites2.reats/

3hat do customers dislike



S34T options/• S-O Strategy/ *ollo! social media platform opportunities that

match the organiation,s strengths on the social !e'.• -O Strategy/ 4"ercome !eaknesses in social media

platform performance to follo! opportunities on the social !e'.

• S- Strategy/ Identify !ays the organiation can use itsplatform strengths to reduce its "ulnera'ility to eternal threats

from competitors or ne! technologies on the social !e'.• - Strategy/ Create a protecti"e strategy that reduces the

chances the organiation,s social media !eaknesses !ill makeit "ulnera'le to eternal threats. This Strategy !ould likely takethe form of monitoring the social !e' to detect customercomplaints and handling them 'efore they 'ecome a P)

disaster.





0etermining Strategies/

• .e Eig.t C0s of Strategy )evelopment/guidelines for constructing social mediamarketing strategies for a particular organiation

1. Categorie social media platforms 'y target marketrele"ancy

-companies should focus its e6orts on the social mediasites !here its target audience resides in the greatest

num'ers.#. Comprehend the rules of the road on the platform 'y

listening and learning ho! to 'eha"e7 successfully sparkcon"ersation7 and engage and energie the participants.



$. Con"erse 'y ackno!ledging and responding to other users

of the platform7 al!ays remem'ering to 'e a contri'utor7 not apromotor.

&. Colla'orate !ith platform mem'ers as a means of

esta'lishing a mutually 'ene+cial relationship !ith the platformparticipants.

8. Contri'ute content to 'uild reputation and 'ecome a

"alued mem'er7 helping to impro"e the community

9. Connect !ith in:uencers so that you can enlist them tohelp shape opinions a'out your product or ser"ice.

;. Community participation 5and creation can elicit "alua'leconsumer suggestions for impro"ing products and inno"ati"esuggestions for ne! products or ser"ice

<. Con"ert strategy eecution into desired outcomes



Identifying the Target

Market



• Personas provide an effective means for a company to

categorize target audiences on the social web

• A variety of characteristics can be used to group a target

audience into personas• Essentially, a persona is a detailed profile of a particular

subset of people within the broad target audience

• One popular way to define personas is with Forrester

Research’s ocial !echnographics Profile

• One popular way to define personas is with Forrester

Research’s ocial !echnographics Profile



• Once the demographic and behavioral

characteristics of the personas have been

used to define a company’s target market, the

social media platforms with the highest

concentration of the target audience should

be chosen.



• Implementing

• "mplementation is the process whereby the goals,

strategies, target mar#et, and tools are ta#en intoconsideration in creating actionable social media

platform$specific tactics

Each social media platform re%uires uni%ue and

customized tactics to successfully e&ecute the company’s

overall strategies for reaching it mar#eting goals



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https://youtu.be/Y8aRzL_gkRY

https://youtu.be/Y8aRzL_gkRY



Creating Content'efinition is(

• "t is a well descriptive analysis of the content needed for social media being sold,

identifying the specific needs of each community, finding the gaps in content, and

either creating or finding a way to obtain the content

• )o matter what your content is going to need to be edited

• *a#ing content into smaller sized information and reformatting it will ma#e the

use of the material much broader, allowing it to appear in various forms on

multiple platforms



(ssigning )oles

• "n order to e&cel in your social media planned mar#eting

and generate content, specific roles and responsibilities

must be assigned based on e&pertise and availability of

staff also who you can trust

• !he successful social media mar#eting plans result from

having nontraditional roles lead the conversation on who is

running what

•

Roles for managing the social media mar#eting planshould be given to those with the #nowledge, e&pertise,

and training to effectively engage with consumers on the

social web



Monitoring

• In order for the manager to monitor the marketingplan they must 'e a'le to track the progress of thesocial media marketing

• Tracking is one of the most important parts of

monitoring the marketing e6ort for !ho is in charged• Although %uantitative measurements is also very important as

assessing online mar#eting initiatives, the ma+ority of research,

debate, and trac#ing are centered on %ualitative measurement

because it shows the most in what wor#s in between social media

mar#eting and financial performance

• Evaluating is the process of interpreting your data and progress once

it has been measured with the in sync for you to understand from it



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Group Project _chargedup