PLANNING A SOCIAL MEDIA MARKETINGCAMPAIGN September 2011
BY NOW YOU SHOULD BE THOROUGHLY FAMILIAR WITH Social Media Marketing Chapter (8/31) Developing a Direct Marketing Plan (Today)
WHAT DOES OWYANG MEAN? http://www.slideshare.net/jeremiah_owyang/social-media-trends-for-2010?src=embed
FOCUS ON CUSTOMERS THEN YOUR BUSINESS STRATEGY
Where are your customers online? What are your customers social behaviors online? What social information or people do your customers rely on? What is your customer’s social influence? Who trusts them? How do customers use social technologies in the context of your products? QUESTIONS MARKETER MUST ASK http://www.web-strategist.com/blog/2010/01/22/slideshare-social-media-trends-for-2010/
Creating Your Social Media Planby Lisa Barone on 05/19/2009 · 73 comments| Some things you’ll want to address are: • How will social media be integrated into the company’s core strategy? • Who from the company will engage? Will there be one voice? A team using one branded account? Personal accounts? • How much time will be spent on social media? • How long will the company “test” the different sites before evaluating their success? • If a serious fire breaks out, what is the proper protocol and who needs to become involved? If you enter into social media without a plan, you will fail. Period.
GOOD PLAN Build Reef Balls
EXECUTION DISASTER Their Reef Ball Our Reef Ball
The THE AUDIENCE • Over 30 participants and staff • 5 links sent in • 9 comments • Several people emailed me to say thanks!
THE ULTIMATE CHALLENGE! Used with permission of Deshannee Johnice http://ddjohnice.com
INTEGRATE MESSAGE(S) ACROSS ALL MEDIA CHANNELS TO ACHIEVE BUSINESS OBJECTIVES
COROLLARY Social Media Does Not CANNOT Stand Alone
Understanding of Customer Behavior • Understanding of Best Practices on Various Platforms • Understanding of Customer Behavior on Various Platforms SUCCESSFUL PLANNING REQUIRES
MARKETING OBJECTIVES MARKETING OBJECTIVES • Share of Market • Sales Revenue • Number of Channel Members • Price Target • Gross Margin Target • Profit Target • Drive Visitors to Website • Increase Time on Site EXAMPLES • Increase from 12% to 15% • Increase by 10% • Increase Number of Retail Outlets to 4,000 • Maintain Average Price of $49.99 • Achieve GM of 40% • Achieve NP of 20% • 10,000 New Unique Visitors • Increase Average Visit from 1.5 to 3 Minutes
SMM OBJECTIVES ??? This plan includes the tactical objectives to be used to accomplish two primary goals of social media: 1. Increase unique traffic to X.com 2. Convert anonymous traffic to known visitors by promoting premium content to visitors from social media sites via free content.
OBJECTIVES MUST BE SMART S mart M easurable A ctionable R ealistic T ime Sensitive
Product/Service > Usually a Given • Price > Usually a Given • INTEGRATED COMMUNICATIONS PLAN FOCUSING ON SOCIAL MEDIA • Includes Other Online, Offline Media as Appropriate • Distribution/Fulfillment >What Platforms, Services, Agency Support Required • Quality, Customer Service Issues Directly Related • Tech. Infrastructure, Data Requirements • Access to Customer Database for Analytics • Access to Customer Email Lists PLAN COMMENTARY
Planning Essential – At Multiple Levels • Objectives Basis for Evaluation • Metrics Increasingly Important/ Available • By Platform – Integrated Dashboard “Impossible” • Level/Detail of Planning Depends • Whether Agency or Internal • Complexity of Program • Level of Strategy/Media Integration KEY TAKE-AWAYS