Chapter 2Strategic Planning With Social

Media

Linda Hanford & Alyssa Leccese

Fitting In Social Media Marketing

• Social Media Marketing to most companies is

essential

• By including social media, companies can integrate

communication plans or can later develop plans for

social media to stand alone. Creating a deeper

need for this type of market

• If it is not originally included, companies can place

social media into an organizations original

marketing plan

3 Main Ways Social Media

Marketing Matures• Trial: Organizations are pursing social media tactics

in an ad hoc manner, with a focus on gaining experience in social media. The tactics are not well linked to the organizations overall marketing plan and may be randomly executed.

• Transition: In this phase organizations think more systematically about how to plan social media activities that support marketing objectives.

• Strategic: Final phase. Utilized a formal process to plan social media marketing activities with clear objectives and metrics

Main Steps In Social Media Marketing Strategic Planning

• Conduct a situation analysis and identify key

opportunities

• State objectives

• Gather insight into and target one or more

segments of social consumers

• Select the social media channels and vehicles

• Create an experience strategy

• Establish an activation plan using promotional tools

(if needed)

• Manage and measure the campaign

Characteristics of Good Strategic

Marketing Objectives

*A well-stated, actionable objective should have the following characteristics…” *

• Be specific (Who, What, Where, When)

• Be measurable

• Specify the desired change

• Include a time line

• Be consistent and realistic

How Organizations Can Structure Themselves to Support Social Media Marketing

*Follow 3 Basic Models*

• Centralized: Social media department functions at a senior level that reports to the CMO or CEO and is

responsible for all social media activations

• Distributed: No one person owns social media. All employees represent the brand and work social media into their roles. This is implemented through training and

used across the organization

• Combination: Involves both centralized and decentralized execution. Establishes a committee of

social media leaders to make decisions for the company at large.

Components Of An Social Media Policy

& Why A Policy Must Be In Place

Policies may include several guidelines

such as standards of conduct, disclosure

requirements, and standards for posting

intellectual property, financial

information, and copyrighted

information.

Smirnoff Ice Case Study

Smirnoff Background:• “Pyotr Arsenyevitch Smirnov founded his

vodka distillery in Moscow around 1850.

• In 1933 to Rudolph Kunett (friend of Pyotr), a fellow Russian who had fled the country some years earlier and had established a successful import-export business in the United States.

• 1934, he established the first vodka distillery in America in Connecticut.

• Smirnoff Ice Introdued 1999 in the UK 2002 in the US”

• Main Competitors: Absolut & Bacardi

“Icing” Case Study

https://www.youtube.com/watch?v=PtrWM3E0AP0

Icing Epedemic• “2010- Smirnoff “Icing”

challenges went viral appearing to be a social media campaign tactic

used by the company itself

• A company spokesman denied any involvement,

but would not comment on whether any action would

be taken.

• The game has exposed the mercurial line between guerrilla advertising and

genuine social media trends.

“Icing” Results?

• “Icing is consumer-generated, and some people

think it is fun,” a company statement read. “We

never want under-age ‘icing’ and we always want

responsible drinking.”

• Such hijacking of a brand is not uncommon, and in

this case, it has produced a short-term benefit for

Smirnoff, raising awareness of the brand and

extending it to young male consumers who formerly

shunned the drink as one aimed at women. Sales of

Ice products have taken off since icing”

Smirnoff Used“Drink Responsibly” Campaign

https://www.youtube.com/watch?v=V2ca__LjHbI

Capitalized On Viral Epidemic

But Did It Actually Work?

Or Did It Make Matters Worse?

“"Some people think it is fun"? That's an endorsement, not a criticism. The company couldn't even bring itself to say they're against it.

The Smirnoff Ice Facebook site also appears to be tactily endorsing the game with a series of coded messages including…

According To CBS Journalist Jim Edwards..

It Did Not.

What Would You Do?

1. Get into groups

2. Put together a short statement/campaign on how you would have resolved the situation if you would

have resolved it at all

1. Tell us if you would have either gone in the same direction as Smirnoff and capitalized off this

opportunity or shut it down as soon as possible

1. Tell us why you chose the decision you made

Works Cited

Edwards, Jim. "Bros Icing Bros: The New Binge Drinking Game That Smirnoff Has Nothing to Say About." CBSNews. CBS Interactive, 9 June 2010. Web. 10 Oct. 2014. <http://www.cbsnews.com/news/bros-icing-bros-the-new-binge-drinking-game-that-smirnoff-has-nothing-to-say-about/>.

Goodman, J. "Popular New Drinking Game Raises Question, Who’s ‘Icing’ Whom?" The New York Times. The New York Times, 8 June 2010. Web. 10 Oct. 2014. <http://www.nytimes.com/2010/06/09/business/media/09adco.html?_r=0>.

"RUSSIAN KING OF VODKA." Smirnov. Web. 10 Oct. 2014. <http://www.smirnov.kz/en/history/>.

"Smirnoff - The Ride Home." YouTube. YouTube. Web. 10 Oct. 2014.

Tuten, Tracy L., and Michael R. Solomon. "Strategic Planning With Social Media." Social Media Marketing. Boston: Pearson, 2013. Print.

"YOU GOT ICED....A Look at Icing." YouTube. YouTube. Web. 10 Oct. 2014.