SOCIAL MEDIA MARKETING PLANNING CYCLE-Tune

-Listen -Goals

-Strategies-Target audience

-Tools-Implement

-Monitor

THE TITTLE PAGE- Creating the title page for your social media marketing plan is

crucial. Pay attention to detail and use interesting fonts and graphics to highlight important information.

What To Include1.) Start with a descriptive name for the document.

2.) Include company contact information.3.) Be sure to give the authors credit.

4.) List the publication date.

WHAT INFORMATION TO INCLUDE YOUR SOCIAL MEDIA MARKETING PLAN

-Executive Summary-Brief Overview

-Social Media Presence-Competitive Analysis

-Goals-Strategies

-Target Market-Tools

-Implementation-Platform-Specific Tactics Tools (Facebook, Twitter, Instagram, ETC)

-Content Development-Assignments-Monitoring

-Tracking-Measuring

-Quantitative KPIs-Qualitative KPIs

-Evaluating-Social Media Monitoring Tools

-Tuning -Budget

-Return on Investment

Observing Social Media Presence

-listen to what people are saying about a company.

5 key metrics for auditing a companies Social Media presence on different Social Media platforms.

Sentiment AnalysisReach

Company PostFeedback

Average Response Time

Conducting a Competitive Analysis• A Social Media SWOT Analysis identifies a company’s strengths and

weaknesses on social media platforms as well as the opportunities and threats on the social web

Examples-Strengths:Does the organization have a strong brand presence on multiple social media platforms?Weaknesses:Is the company’s track record on social media platforms spotty?Opportunities:What does the target market do on these sites?Threats:What do customers dislike about the company?

SWOT options:• S-O Strategy: Follow social media platform opportunities that match the

organization’s strengths on the social web.• W-O Strategy: Overcome weaknesses in social media platform

performance to follow opportunities on the social web.• S-T Strategy: Identify ways the organization can use its platform strengths

to reduce its vulnerability to external threats from competitors or new technologies on the social web.

• W-T Strategy: Create a protective strategy that reduces the chances the organization’s social media weaknesses will make it vulnerable to external threats. This Strategy would likely take the form of monitoring the social web to detect customer complaints and handling them before they become a PR disaster.

Setting Goals:

• Brand building• Increasing customer satisfaction• Driving word-of-mouth recommendations• Producing new product ideas• Generating leads• Crisis reputation management• Integrating social media with PR and advertising • Search engine optimization (SEO)

Determining Strategies:• The Eight C’s of Strategy Development: guidelines for

constructing social media marketing strategies for a particular organization

1. Categorize social media platforms by target market relevancy-companies should focus its efforts on the social media sites where its target audience resides in the greatest numbers.

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

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

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

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

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

7. Community participation (and creation) can elicit valuable consumer suggestions for improving products and innovative suggestions for new products or service

8. Convert strategy execution into desired outcomes

Identifying the Target Market

• Personas provide an effective means for a company to categorize target audiences on the social web

• A variety of characteristics can be used to group a target audience into personas

• Essentially, a persona is a detailed profile of a particular subset of people within the broad target audience

• One popular way to define personas is with Forrester Research’s Social Technographics Profile

• One popular way to define personas is with Forrester Research’s Social Technographics Profile

• Once the demographic and behavioral characteristics of the personas have been used to define a company’s target market, the social media platforms with the highest concentration of the target audience should be chosen.

• Implementing

• Implementation is the process whereby the goals, strategies, target market, and tools are taken into consideration in creating actionable social media platform-specific tactics

Each social media platform requires unique and customized tactics to successfully execute the company’s overall strategies for reaching it marketing goals

• https://youtu.be/Y8aRzL_gkRY

Creating ContentDefinition is:

• It is a well descriptive analysis of the content needed for social media being sold, identifying the specific needs of each community, finding the gaps in content, and either creating or finding a way to obtain the content

• No matter what your content is going to need to be edited• Making content into smaller sized information and reformatting it will make the

use of the material much broader, allowing it to appear in various forms on multiple platforms

Assigning Roles• In order to excel in your social media planned marketing

and generate content, specific roles and responsibilities must be assigned based on expertise and availability of staff also who you can trust

• The successful social media marketing plans result from having nontraditional roles lead the conversation on who is running what

• Roles for managing the social media marketing plan should be given to those with the knowledge, expertise, and training to effectively engage with consumers on the social web

Monitoring• In order for the manager to monitor the marketing plan they must

be able to track the progress of the social media marketing• Tracking is one of the most important parts of monitoring the

marketing effort for who is in charged• Although quantitative measurements is also very important as

assessing online marketing initiatives, the majority of research, debate, and tracking are centered on qualitative measurement because it shows the most in what works in between social media marketing and financial performance

• Evaluating is the process of interpreting your data and progress once it has been measured with the in sync for you to understand from it

Social Media Marketing Video

• https://www.youtube.com/watch?v=tIrS2zkWXY4