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Social Media Marketing and Communication Strategy

Erasmus Course January 2016

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Today’s webinar covers

• Social media strategy fundamentals: from research to implementation and measurement. Campaigns online: recipes for success or disaster, investment and costs.

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A method or plan chosen to bring about a desired future, such as achievement of a goal or solution to a problem.

http://www.businessdictionary.com/definition/strategy.html#ixzz3n21Kd3uf

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What do you want to achieve?

How are you going to achieve it?

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http://www.slideshare.net/SamCapra1/engagement-30-us-report-high-rescompressed

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Opportunity (SWOT, PESTLE,

social media audit)

Goals SMART Objectives

Stakeholders & Target

audiences

Media channels

Search (SEO/ SEM)

Plan content (time,

resources, budget)

Implement

MonitorEvaluateRevise

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Identifying opportunities

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Chaffey, D. Our guide to creating a SWOT analysis to define digital strategy using the TOWS technique. Available from: http://www.smartinsights.com/marketplace-analysis/swot-analysis/swot-analysis/

SWOT/TOWS

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Bufferapp. Social media audit template. Available from: https://docs.google.com/spreadsheets/d/1pALC-qW5LNWkCbKu1DPdpKTAFF1P8xWA2L30aPJe0N8/edit?pli=1#gid=0

Social media audit

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Benchmark• Google Alerts• Alexa.com • Marketing Grader• TweetReach • LikeAlyzer • Tailwind • Klout• Topsy

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In the next 3 minutes, pick 2-3 of the platforms mentioned earlier and search for the name of

your home university.

Write down in 3 lines what you find out.

Note your extended findings in your class webinar log.

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Target audience(s)

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http://www.businessballs.com/freespecialresources/Acorn-uk-2013-Population-Profile.pdf

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http://www.businessballs.com/demographicsclassifications.htm

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http://www.businessballs.com/demographicsclassifications.htm

www.anaadi.net 17http://www.adweek.com/socialtimes/files/2013/08/adults-teens-social-media.png

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Bennett, J. (2012) The 6 types of social media user. Which one are you? Available at: http://www.adweek.com/socialtimes/social-media-personas/465539

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Check out:

• Platform statistics• Market research reports– http://www.mintel.com/

• Cultural characteristics (Hofstede) – http://geert-hofstede.com/national-culture.html

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Create personas to better connect with your target audience

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https://creativecompanion.files.wordpress.com/2011/05/persona-core-poster_creative-companion1.

pdf

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Media channels

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http://www.timothy-carter.com/wp-content/uploads/2013/02/social-media-explained-by-cute-cats_5127ca6880db9_w587.png?

cbf681

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Content planning

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http://andrewmacarthy.com/andrew-macarthy-social-media/social-media-calender-template-excel-2014-editorial-planner-for-social-

media

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Consider including

• Target audience for the post• Person responsible • Type and format of material needed • Deadline • Action/ measurement desired

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Getting inspired

• Create an editorial calendar to aggregate your ideas• Google Trends • Platforms featured most popular content• Google Alerts for keywords fof interest• News / Current affairs • Pocket (aggregate & save or later)• IFTTT (recipes)

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http://www.fastcompany.com/3036184/how-to-be-a-success-at-everything/the-best-and-worst-times-to-post-on-social-media-infograph

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REMEMBER

Content needs to be appropriate for: • the target audience it is aimed at• the platform is aimed to be shared on

Content also should be easily integrated

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Platforms (good for monitoring too)

• Hootsuite• Bufferapp• Mention• Social Oomph• Sprout Social

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Measurement

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http://www.searchenginepeople.com/wp-content/uploads/2009/06/socialmediamarketingprocess4502.jpg

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http://amecorg.com/social-media-measurement/

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http://amecorg.com/social-media-measurement/

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Additional resources:• How to write goals, objectives and determine tactics:

https://dcsbu.wordpress.com/2014/10/17/goals-objectives-tactics-l5/ • Defining target audiences:

http://www.forbes.com/sites/jaysondemers/2013/08/27/6-steps-to-decoding-your-target-audience/

• User generated content: https://dcsbu.wordpress.com/2014/11/02/user-generated-content-l7/

• On social media measurement and ROI: • https://dcsbu.wordpress.com/2014/01/12/campaign-evaluation-lecture-20/• https://dcsbu.wordpress.com/2014/01/10/social-media-roi-lecture-19/ • https://dcsbu.wordpress.com/2014/01/10/measuring-the-brand-universe-folk-

digital-guest-lecture-lecture-17/

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Conclusions• A social media strategy (whether marketing,

communication or other) needs to be integrated within the wider business strategy

• Do not choose the platform/channels before you have completed the other steps

• Research (including benchmarking), monitoring and measurement are essential to the success of a strategy