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SOCIAL
MEDIA
MARKETING
STRATEGY
2
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.
Social Media Marketing, 2e©
©Tracy L. Tuten and Michael R. Solomon 2015
2-2
Stages of
Social Media Marketing Maturity
Trial
Phase
Transition
Phase
Strategic
Phase
Social Media Marketing, 2e©
©Tracy L. Tuten and Michael R. Solomon 2015
2-3
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
Social Media Marketing, 2e©
©Tracy L. Tuten and Michael R. Solomon 2015
2-4
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 them
 Clarifies the desired outcome
 Specifies measures of success (metrics!)
Social Media Marketing, 2e©
©Tracy L. Tuten and Michael R. Solomon 2015
2-5
Good Plan Characteristics
 Understand the marketplace
 Establish clear measurable objectives
 Define performance targets
 Identify a customer group
 Explain what customers want
 Develop strategies tied to objectives (4 Ps)
 Include measurement plan
Social Media Marketing, 2e©
©Tracy L. Tuten and Michael R. Solomon 2015
2-6
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.
Social Media Marketing, 2e©
©Tracy L. Tuten and Michael R. Solomon 2015
2-7
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?
Social Media Marketing, 2e©
©Tracy L. Tuten and Michael R. Solomon 2015
2-8
Table 2.3 Honda’s Social Media
SWOT Analysis
Social Media Marketing, 2e©
©Tracy L. Tuten and Michael R. Solomon 2015
2-9
Step 2: Objectives and Budgeting
 Task (what is to be accomplished)
 Measurable quantity (how much)
 Time frame (by when)
Social Media Marketing, 2e©
©Tracy L. Tuten and Michael R. Solomon 2015
2-10
Objectives and Metrics
 Ensure accountability
 Demonstrate financial contribution of marketing
efforts
 Help us to work smarter and more efficiently
Social Media Marketing, 2e©
©Tracy L. Tuten and Michael R. Solomon 2015
2-11
Develop SMART objectives
 Specific
 Measureable
 Action-oriented
 Realistic
 Time-lined
Social Media Marketing, 2e©
©Tracy L. Tuten and Michael R. Solomon 2015
2-12
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
Social Media Marketing, 2e©
©Tracy L. Tuten and Michael R. Solomon 2015
2-13
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!
Social Media Marketing, 2e©
©Tracy L. Tuten and Michael R. Solomon 2015
2-14
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
Social Media Marketing, 2e©
©Tracy L. Tuten and Michael R. Solomon 2015
2-15
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 the brand’s position
in the marketplace? Campaign work should leverage
the brand’s positioning strategy.
 Who is the target audience? What do 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?
Social Media Marketing, 2e©
©Tracy L. Tuten and Michael R. Solomon 2015
2-16
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?
Social Media Marketing, 2e©
©Tracy L. Tuten and Michael R. Solomon 2015
2-17
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?
Social Media Marketing, 2e©
©Tracy L. Tuten and Michael R. Solomon 2015
2-18
Step 7: Manage and Measure
 What metrics will allow us to assess
effectiveness?
 How will we collect the data to assess?
 Standards of conduct
 Disclosure requirements
 Standards for posting corporate information
Social Media Marketing, 2e©
©Tracy L. Tuten and Michael R. Solomon 2015
2-19
Sample SM Policies
Social Media Marketing, 2e©
©Tracy L. Tuten and Michael R. Solomon 2015
2-20
Organizational Structures for
Social Media Marketing Management
Centralized
Organic
Honeycomb
Coordinated
Dandelion
Social Media Marketing, 2e©
©Tracy L. Tuten and Michael R. Solomon 2015
2-21
 In the centralized structure,the social media department
functions at a senior level that reports to the CMO (Chief
Marketing Officer) or CEO and is responsible for all the social
media activations.
 In the organic structure,no one person owns social media.
Instead, all employees represent the brand and work social
media into their roles.
 In the hub and spoke(also called the coordinated) model, a
team of people who are cross-functionally-trained are ready to
address various social media needs.
 The dandelion model is essentially a multi-layered hub and
spoke model.
 The holistic model is currently the least used. It truly refers to a
structure within which all employees are empowered to use
social media, use social media, and do so according to the
company’s strategy.
Social Media Marketing, 2e© 2-22
Centralized Structure
Social Media Marketing, 2e©
©Tracy L. Tuten and Michael R. Solomon 2015
2-23
Organic Structure
Social Media Marketing, 2e©
©Tracy L. Tuten and Michael R. Solomon 2015
2-24
Holistic Honeycomb Structure
Social Media Marketing, 2e©
©Tracy L. Tuten and Michael R. Solomon 2015
2-25
Coordinated Structure
Social Media Marketing, 2e©
©Tracy L. Tuten and Michael R. Solomon 2015
2-26
Dandelion Structure
Social Media Marketing, 2e©
©Tracy L. Tuten and Michael R. Solomon 2015
2-27

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Chapter 2 (social media marketing strategy)

  • 2. 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. Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-2
  • 3. Stages of Social Media Marketing Maturity Trial Phase Transition Phase Strategic Phase Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-3
  • 4. 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 Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-4
  • 5. 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 them  Clarifies the desired outcome  Specifies measures of success (metrics!) Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-5
  • 6. Good Plan Characteristics  Understand the marketplace  Establish clear measurable objectives  Define performance targets  Identify a customer group  Explain what customers want  Develop strategies tied to objectives (4 Ps)  Include measurement plan Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-6
  • 7. 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. Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-7
  • 8. 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? Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-8
  • 9. Table 2.3 Honda’s Social Media SWOT Analysis Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-9
  • 10. Step 2: Objectives and Budgeting  Task (what is to be accomplished)  Measurable quantity (how much)  Time frame (by when) Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-10
  • 11. Objectives and Metrics  Ensure accountability  Demonstrate financial contribution of marketing efforts  Help us to work smarter and more efficiently Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-11
  • 12. Develop SMART objectives  Specific  Measureable  Action-oriented  Realistic  Time-lined Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-12
  • 13. 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 Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-13
  • 14. 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! Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-14
  • 15. 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 Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-15
  • 16. 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 the brand’s position in the marketplace? Campaign work should leverage the brand’s positioning strategy.  Who is the target audience? What do 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? Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-16
  • 17. 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? Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-17
  • 18. 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? Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-18
  • 19. Step 7: Manage and Measure  What metrics will allow us to assess effectiveness?  How will we collect the data to assess?  Standards of conduct  Disclosure requirements  Standards for posting corporate information Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-19
  • 20. Sample SM Policies Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-20
  • 21. Organizational Structures for Social Media Marketing Management Centralized Organic Honeycomb Coordinated Dandelion Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-21
  • 22.  In the centralized structure,the social media department functions at a senior level that reports to the CMO (Chief Marketing Officer) or CEO and is responsible for all the social media activations.  In the organic structure,no one person owns social media. Instead, all employees represent the brand and work social media into their roles.  In the hub and spoke(also called the coordinated) model, a team of people who are cross-functionally-trained are ready to address various social media needs.  The dandelion model is essentially a multi-layered hub and spoke model.  The holistic model is currently the least used. It truly refers to a structure within which all employees are empowered to use social media, use social media, and do so according to the company’s strategy. Social Media Marketing, 2e© 2-22
  • 23. Centralized Structure Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-23
  • 24. Organic Structure Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-24
  • 25. Holistic Honeycomb Structure Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-25
  • 26. Coordinated Structure Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-26
  • 27. Dandelion Structure Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 2-27

Notes de l'éditeur

  1. Table 2.1 illustrates the structure of a marketing plan. Table 2.2 illustrates a social media marketing plan outline. Appendix A illustrates a sample social media marketing plan.