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Smm plan

Which are the main steps to define a Social Media Marketing plan? Which are the #tips to come up with a proper #content marketing plan?
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Smm plan

  1. 1. SOCIAL MEDIA MARKETING PLAN Lorenzo Mariani June 2020 W H I C H A R E T H E M A I N S T E P S T O D E F I N E A S O C I A L M E D I A M A R K E T I N G P L A N ?
  2. 2. FROM�MARKETING�PLANNING�TO�THE�MARKETING�PLAN WHICH ARE THE MAIN ADVANTAGES OF MARKETING PLANNING? THE�MAIN�STAGES�OF�A�DIGITAL�MARKETING�PLAN DISCUSSION POINTS
  3. 3. Marketing�planning�is�defined�as�a�process�of�research�and�analysis �of�market�situation,�documentation�of�objectives,�marketing�program s�and�evaluation�of�activities�to�achieve�goals. As�the�marketing�environment�isvery�changing,�planning�needs�to�be� addressed�as�a�flexible�and�continuous�process. Presentations are communication tools that can be used as demonstrations, lectures, speeches, reports, and more. Pixelast | Design and Tech The marketing plan is the result of marketing planning; a document that summarizes all information about the structure of the market and describes how the company intends to achieve its goals. It also includes indicators that will be used to measure progress towards goals and typically have an annual duration. MARKETING PLANNING MARKETING PLAN FROM MARKETING PLANNING TO MARKETING PLAN
  4. 4. CONSISTENCY Individual�marketing�plans�must�be�co nsistent�with�the�overall�business�plan. RESPONSABILITY Everyone�who�has�a�responsibility�to�implement individual�parts�of�a�marketing�plan�knows�what their�responsibilities�are�and�can�assess�their�pe rformance�against�plan�plans COMMUNICATION Those�implementing�a�marketing�plan�know� what�the�overall�objectives�are�and�what�each �person's�contribution�may�be COMMITMENT The�plans�stimulate�a�group�commitment�to� their�implementation�and�lead�to�a�better�im plementation�of�the�strategy WHICH ARE THE MAIN ADVANTAGES OF MARKETING PLANNING? Pixelast | Design and Tech
  5. 5. THE�MAIN�STAGES�OF�A SOCIAL MEDIA MARKETING�PLAN
  6. 6. 01 02 03 05 0406 OBJECTIVES SOCIAL MEDIA AUDIT CHOOSING PLATFORMS CONTENT PLAN COMPETITORSSPERIMENTATION AND VALUATION
  7. 7. OBJECTIVE SETTING�THE�GOALS��THAT�THE�COMPANY�INTENDS� TO�ACHIEVE 01 Identifying�the�goals�you�want�to�pursue�allows�your�business�to�react�quickly�when�social media�marketing�campaigns�don't�meet�business�expectations. Without�objectives,�the�company�cannot�successfully�assess�return�on�investment�(ROI) The SMART Approach to Identifying Business Goals: how the goal should be? Specific Measurable Achievable Realistic Time-related
  8. 8. SOCIAL MEDIA AUDIT EVALUATE�CURRENT�USE�OF�SOCIAL�MEDIA�AND�ITS� EFFECTIVENESS 02 Evaluating�the�use�of�social�media�means�understanding�who�currently�connects�with�the� company�through�social�media,�understanding�which�social�networks�are�most�used�by the�corporate�target�and�comparing�their�digital�presence�with�that�of�their� competitors. From�this�analysis�you�can�understand�which�platforms�need�to�be�updated�and�which� ones need to be deleted�and,�in�the�case,�if�there�are�fake�accounts�to�report.
  9. 9. AN EXAMPLE OF A SOCIAL MEDIA AUDIT (DataMediaHub)
  10. 10. CHOOSE�THE�PLATFORMS�THAT�BEST�MATCH�YOUR� MISSION�AND�YOUR�GOALS 03 If�there�is�already�no�social�profile�on�each�social�network�that�the�company�has�decided�t o�focus�on,�it�is�necessary�to�create�it�from�scratch�based�on�the�mission�and�target audience,�taking�into�account�that�each�social�has�a�certain�type�of�audience�that�needs� to�be�treated�specifically. TIP: Cross-promotion across multiple social network can increase the impact of content, generating an higher level of user traffic CHOOSING PLATFORMS
  11. 11. 04 COMPETITORS TAKE INSPIRATION FROM INDUSTRY-LEADING SOCIAL MEDIA, COMPETITORS, AND ONLINE COMMUNITY OPINION LEADERS To understand what types of content will get the most engagement, it's helpful to take inspiration from content shared by other companies in the same industry. Opinion leaders (influencers) can also offer inspiration on social media through the content they share and how they do it.
  12. 12. 05 CONTENT PLAN CREATE�A�CONTENT�PLAN�AND�TIMELINE�FOR�SOCIAL� ACTIONS Having�quality�content�to�share�and�the�right�timing�is�essential�to�success�in�social� media�marketing. The�editorial�calendar�includes�the�dates�and�number�of�times�the�company�intends� to�update�the�blog�or�post�on�Instagram�and�Facebook HOW DO I COME UP WITH A PROPER CONTENT MARKETING PLAN? ANSWERING THESE QUESTIONS CAN BE HELPFUL What�types�of�content�does�the�company� plan�to�post�and�promote�on�social�media? Who will create the content? How often does the company plan to post and promote on social media? What is the target audience for each type of content?
  13. 13. 06 SPERIMENTATION AND EVALUTATION CONSTANTLY�MONITOR THE WHOLE MARKETING�PLAN It�is�recommended�to�develop�the�possibility�to�test�every�action�performed�on�social� networks. For�example,�you�can�track�the�number�of�clicks�links�that�links�get�on�a�particular� social�network,�while�with�Google�Analytics�you�can�measure�visits�to�site�pages�fro m�social�media. A�third�very�useful�way�to�track�results�are�surveys,�both�online�and�offline
  14. 14. Questions? Let me know!� Lorenzo Mariani -�Master's student at IULM University in Communication for International Relations (MICRI) CHECK OUT MY LINKEDIN PAGE: https://www.linkedin.com/in/lorenzomariani1995/ THANK YOU FOR YOUR ATTENTION!

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