Social Media Marketing: A Strategic Approach Chapter2

Campaign-Specific and Platform-Specific Social Media Marketing Objectives

-Marketing objectives are generally part of an annual marketing plan and consequently have a time frame -Social media marketing objectives can be stated as goals to be achieved over a similar planning period of perhaps a year. -Within a campaign more than one platform is often used and there should be specific communications objectives for each platform -There is something missing, however—the issue of time frame that should be explicitly stated as part of the objective.

. Building an Army of Advocates

-building an "army" of passionate brand defenders, advocates, and enthusiasts. -These brand advocates will talk to their friends—not —but because they are truly passionate about a business and want to tell the world -Having honest, regular people who are not employed by the company defend the brand can turn an entire conversation around.

Planning cycle Defining strategies

-case by case basis - 8 Cs adjusted according to SWOT

Planning Cycle Listening

-determine its current social media presence, which in turn guides the setting of social media goals and strategies to achieve them. -competitive intelligence -reveals the way in which people talk about products and brands, including specific words that are used -find out what people are already talking about before becoming part of the conversation

Setting Goals and Objectives

-observing the location, behavior, tastes, and needs of the target audience is key to successful SMM -It helps marketers set optimal goals and determine the most suitable strategies to achieve them

Where do actual objectives come from? Advocacy

-of word of mouth (WOM). -marketers can make specific attempts to locate or to create advocates and can measure the extent of their success.

Where do actual objectives come from? Engagement

-often measured as some variant of time spent on the piece of content. -definitions vary widely so you are advised to look for the definition any time you use an engagement statistic.

Planning cycle Selecting platforms and channels

-paths on the web (web sites) by which content will be transmitted to the target audience -Channels are broader entities, composed of multiple platforms and other technologies -mobile is a channel twitter is a platform

Planning cycle setting goals

-perform SWOT to establish unmet needs of fans -advances in technology, industry trends, and general economic conditions.

Planning cycle Selecting tools ·

-search engine optimization (SEO) -shortens links -posts to multiple sites

Where do actual objectives come from? Exposure

-the opportunity to see and/or hear a piece of content in any channel. -It simply means he had the opportunity to do so

The Eight C's of Strategy Development 1. Categorize

Categorize social media platforms by target market relevancy

The Eight C's of Strategy Development 4. Collaborate

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

The Eight C's of Strategy Development 7. Community

Community participation (and creation) can elicit valuable consumer suggestions for improving products and services

The Eight C's of Strategy Development 2. Comprehend

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

The Eight C's of Strategy Development 6. Connect

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

The Eight C's of Strategy Development 5. Contribute

Contribute content to build reputation and become a valued member, helping to improve the community

The Eight C's of Strategy Development 3. Converse

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

The Eight C's of Strategy Development 8. Convert

Convert relationships built in social media to the behaviors specified in the objectives

Where do actual objectives come from? Impact

Specifically, how does it affect the attainment of goals?

Cisco listening centers B2B

Viewers are invited to become guest bloggers in areas of their expertise and to earn a variety of badges for their participation

Where do actual objectives come from? Influence

describes the ability to affect attitudes and behavior.

Two of the most important steps in this planning process are

goal setting and strategy determination

Planning cycle Implementing

goals, strategies, target market, and platforms are taken into consideration in creating actionable social media platform-specific marketing tactics

Planning Cycle Tuning

is the constant and continuous process of adjusting and improving the elements of the plan and its implementation to maximize the chances of success.

Planning Cycle Monitoring

is the process of tracking, measuring, and evaluating an organization's SMM initiatives

Linking Goals with a Call to Action

§ A call to action is simply the behavior you want the potential customer to exhibit at each stage of your marketing campaign. § Your call to action should flow naturally from your marketing goals.

Secondary Objectives

§ Achieving a desired brand positioning § Producing new product ideas § Being prepared to handle reputation management in a crisis Supporting public relations and advertising campaigns

Five stages of Listen and Observe 2. Listen to What People Say about the Competitors

§ Assessing the competitive landscape on social media sites will show how buyers are meeting sellers on social media and may provide insights that can be leveraged when later building a strategy.

Determining Strategies

§ Attach goals to overall company goals § What Was Learned from Listening? § What Best Practices Can Be Applied?

There is a standard for judging the quality of goals and objectives

§ Specific § Measurable § Achievable § Realistic § Time delimited Social media marketing

Where do actual objectives come from? overview/Application

§ This is a progression that may parallel the purchase journey itself. A person must first be exposed to a communication before she can become in any way involved with it or be affected by it. If the communication has an effect, it may result in a behavior. If a person engages in a behavior and the results are satisfactory, the person may choose to share it with others. That describes the chain of events that social media marketers are trying to stimulate.

Five stages of Listen and Observe 1. Listen to Conversations about a Brand or Company

§ What are people saying about this brand? What good and bad comments have been made? § Both positive and negative remarks can show where opportunities may lie. In addition, knowing what consumers are already saying will help in preparing responses for common questions or problems.

Five stages of Listen and Observe 5. Listening to Different Social Media platforms and Channels

§ be sure to access multiple social media channels to identify where target audiences hang out and what they do there. The participants on Facebook may be dramatically different from those on Twitter, LinkedIn, or blogs. § Since the users on each site and the social networking structure are different, it is important to listen to conversations across a variety of social media channels. Listening and observing is the key first step in the social media planning

Primary objectives

§ brand awareness, § building brand preference, § acquisition of new customer leads or sales, § loyalty programs to retain current customers, § providing customer service

Five stages of Listen and Observe 3. Listening to What People Say about the Industry or Category

§ must connect with consumers on an issue they are passionate about (which typically is not a particular brand). Listening at the category or industry level will help one understand what the consumers in that industry are really interested in talking about. § "Chatter data is what people are talking about when they're watching television or when they're watching a sporting event,"

Five stages of Listen and Observe 4. Listening for the Tone of the Community

§ observing how your consumers naturally interact with each other on social sites. § it is essential to first know how relevant social media users communicate with each other and the etiquette of communicating on different social sites. This knowledge will facilitate integration and participation in the community.

Listen and Observe

· SMM can pinpoint audience type and demonstrate ROI easier than traditional marketing.

Planning cycle Identifying the target audience (market)

· pinpointing the location, behavior, tastes, and needs of the target audience. · plan will target one or more of the available segments, not all. · marketing strategies to efficiently reach those most receptive