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SOCIAL MEDIA MARKETING STRATEGY

Learning Objectives

Where does social media marketing fit into an organization’s overall planning framework?

What are the phases of social media marketing maturity?

What are the steps in social media marketing planning?

How can organizations structure themselves to support social media marketing?

What are the key components of an organizational social media policy?

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Chapter Example: Honda’s #Pintermission Campaign

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Where Does SMM Planning Fit?

Business plan >

Marketing plan >

IMC plan > SMM plan

Plans are blueprints for marketing strategy formulation and implementation.

The plan serves as a road map to guide the firm, allocate resources, and make decisions.

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Stages of Social Media Marketing Maturity

Trial Phase

Transition Phase

Strategic Phase

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A “Dark Side” Discussion: HMV

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HMV’s story exemplifies risks associated with the trial phase.

What do you see as the pros and cons of using interns to execute on social media plans?

What Are The Steps in Social Media Marketing Planning?

Conduct a situation analysis

State objectives

Gather target audience insight

Select social zones and vehicles

Create an experience strategy

Establish an activation plan

Execute and measure campaign

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Things To Keep In Mind: A Plan __________.

Tells a story

Identifies the characters, place and time

Tells how current situation came to be

Defines what must happen for a good outcome

Establishes challenges and what must be done to overcome

Clarifies the desired outcome

Specifies measures of success (metrics!)

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Good Plan Characteristics

Understands the marketplace

Establish clear measurable objectives

Define performance targets

Identify a customer group

Explains what customers want

Develops strategies tied to objectives (4 Ps)

Includes measurement plan

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Step 1: Situation Analysis

Review the firm’s environmental and SWOT analyses.

Review the existing marketing plan and any other information that can be obtained about the company and its brands.

Review the firm’s objectives, strategies, and performance metrics.

3-10

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Situation Analysis

Are there linkages between direct strategy and social?

What activities can be tied to social media?

What resources can be directed to social?

Is the organization prepared for social?

Who are our customers? Are they social users?

Who are our competitors? What social media activities are they using?

What key trends may affect our decisions?

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Table 2.3 Honda’s Social Media SWOT Analysis

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Step 2: Objectives and Budgeting

Task (what is to be accomplished)

Measurable quantity (how much)

Time frame (by when)

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Objectives and Metrics

Ensures accountability

Demonstrates financial contribution of marketing efforts

Helps us to work smarter and more efficiently

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Develop SMART objectives

Specific

Measureable

Action oriented

Realistic

Time-lined

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Sample Objectives

Increase market share

Increase the number of comments on a blog

Increase sales revenue

Reduce costs

Achieve branding goals

Increase database size

Achieve customer relationship management goals

Improve supply chain management

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Social Media Marketing Objectives

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Step 3: Gather Target Audience Insight

Which segments should we select to target?

In which zones and communities do they participate?

How do they use social media?

What is important to them?

Chapter 3 will tell you more!

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Step 4: Select Social Zones

Considering our objectives, budget, overall direct strategy and segment insight, which zones should be used and how?

Social relationship

Social publishing

Social entertainment

Social commerce

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Figure 2.1: Honda’s Zones

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Step 5: Developing an Experience Strategy

What are the campaign goals and/or communication tasks? Here the planner reviews these decisions and provides a succinct overview of the goals.

What is unique and special about brand’s position in the marketplace? Campaign work should leverage the brand‘s positioning strategy.

Who is the target audience? What you want the audience to do. Do you want them to talk to the brand? Create and share content?

Is there another group of people who can persuade the target audience to follow them? This group is your influencers. Why would these people want to share your message with others? What‘s in it for them?

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Developing an Experience Strategy_2

What are the existing creative assets? How can the brand’s creative foster a social experience and be repurposed for social?

How can we integrate with other branded media being used by the organization, and how long do we have to execute?

What experiences are possible given target market needs and motives, the available channels, and the creative assets? How can we design these experiences to maximize device portability and access?

What content will be needed? Comments? Questions and polls? Video? Images? Stories? Apps?

How will experience engagement be extended and shared throughout the social channels?

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The Honda SMM Experience

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#Pintermissionon Instagram

Twitter Humor

Vine #wantnewcar

Honda Reflection on Pinterest

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A Bytes to Bucks Discussion: Metro’s Dumb Ways to Die

Metro Melbourne’s PSA sought to improve rail safety among young people

How? A social media marketing campaign executed in the zones of Social Publishing and Social Community.

The experience? A video called ‘Dumb Ways to Die’

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Dumb Ways to Die

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Step 6: Activation Plan

How do we make the plan happen?

Who is responsible?

What is the timing?

What budget is needed to accomplish each objective?

How do we ensure the plan is consistent with our larger objectives?

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Step 7: Manage and Measure

What metrics will allow us to assess effectiveness?

How will we collect the data to assess?

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SM Policy Components

Standards of conduct

Disclosure requirements

Standards for posting corporate information

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Sample SM Policies

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WOMMA Guidelines for SM Policies

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Organizational Structures for Social Media Marketing Management

Centralized

Organic

Honeycomb

Coordinated

Dandelion

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Centralized Structure

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Organic Structure

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Holistic Honeycomb Structure

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Coordinated Structure

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Dandelion Structure

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Brian Solis on Structure

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Managing Social Media Accounts& Hootsuite Certification

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Recap and Questions

Where does social media marketing fit into an organization’s overall planning framework?

What are the phases of social media marketing maturity?

What are the steps in social media marketing planning?

How can organizations structure themselves to support social media marketing?

What are the key components of an organizational social media policy?

Social Media Marketing, 2e© 40