*

“This is an essay about what it takes to create and sell something

remarkable. It is a plea for originality, passion, guts and daring.”

Seth Godin

Managing Traditional, Online & Social Media Touchpoints

Topics:1. Stage 1: Determine the Right Social Media Goals, Benefits, &

Roles

2. Stage 2: Understand the Current Social Media Behavior of TargetGroups

3. Stage 3: Develop the Right Online & Social Media Strategy

4. Stage 4: Implement High Impact Online & Social Media Management Plans

5. Stage 5: Measure the Right Social Media Management Performance Indicators

“A good idea is about 10% and implementation, hard work, and luck is 90%”.

(Guy Kawasaki)

*

“In the beginning, all business was social. If someone sold you a bad chicken,

you would badmouth the business and others would shun it until the merchant

cleaned up his act. With social media, a massive platform of participation, the

social infrastructure scaled to the point where the social made a difference once

again. (Francois Gossieaux)

“Social media isn’t the end-all-be-all, but it offers marketers unparalleled

opportunity to participate in relevant ways. It also provides a launchpad for

other marketing tactics. Social media is not an island. It’s a high-power engine

on the larger marketing ship.” (Matt Dickman)

Key Points:

*Persona Creation

*Keyword Research

*Social Network Analysis

“Social media offers new opportunities to activate…brand enthusiasm.”

(Stacy DeBroff)

“Advertising is the price companies pay for being unoriginal.”

(Yves Behar)

*

*

“Quit counting fans, followers and blog subscribers like bottle caps. Think,

instead, about what you’re hoping to achieve with and through the community

that actually cares about what you’re doing.”

( Amber Naslund)

*

*The social interactive marketing

model involves five major

stages.

* In the first stage of the social

interactive marketing model,

organizations need to consider

their marketing goals &

strategic directions.

*A diagnostic audit involves

detailing the goals of the

website & social media pages.

*The diagnostic audit assesses

what's right & what’s wrong with

the website & social media

pages; determines how to fix it

and/or enhance it; & details

what the tradeoffs may be.

*A competitive analysis is a formal evaluation in which the marketer reviews the businesses of one or more organizations that compete, directly or indirectly, with their own.

*Organizations who do not pay attention to their competitors may not understand just what they are doing wrong because they have no frame of reference.

*The second stage of the social interactive marketing model involves understanding the current target customers’ social media behavior.

*Persona creation helps identify major user groups of the website and social media pages.

*

*A buyer persona is a detailed profile of an example buyer that represents the real audience.

*Keyword identification and analysis indicates what terms users use to find the website and social media pages.

*The first step toward ranking high in the results for the most common terms that people search on is to have the right keywords as part of the online presence.

*The third stage of social interactive marketing model is concerned with developing the right social media strategy.

*Social media strategy should be

built around collaboration &

customer engagement rather than

traditional operational customer

management. Social media

strategy is about people &

community.

*The fourth stage of the social

interactive marketing model

deals with developing an

actionable social media

management plan &

implementing the detailed action

plan to achieve the set goals.

*

*Organizations’ social media strategy should embrace those social media sites that their customers use.

*Finding the right implementation approach is critical for the success of interactive social media marketing program.

*The first option is adding social media features to existing e-commerce websites.

*The second option is to incorporate e-commerce functionality within social media websites.

*The third option is to adopt both the first and second option.

*The fifth stage of the social

interactive marketing model

deals with the measurement

metrics for the effectiveness of

the social media action plan.

*The key performance indicators

for organizations implementing

the development strategy include

the increase of the regular

participants & contributors, the

increase of the number of newly

formed sub-networks, & the

increase in the number of

recognized network leaders.