Chapter 2 (social media marketing strategy)

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
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
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!)
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
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.
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?
2-8

Table 2.3 Honda’s Social Media
SWOT Analysis
2-9

Step 2: Objectives and Budgeting
 Task (what is to be accomplished)
 Measurable quantity (how much)
 Time frame (by when)
2-10

Objectives and Metrics
 Ensure accountability
 Demonstrate financial contribution of marketing
efforts
 Help us to work smarter and more efficiently
2-11

Develop SMART objectives
 Specific
 Measureable
 Action-oriented
 Realistic
 Time-lined
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
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!
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
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?
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?
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?
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
2-19

Sample SM Policies
2-20

Organizational Structures for
Social Media Marketing Management
Centralized
Organic
Honeycomb
Coordinated
Dandelion
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
2-23

Organic Structure
2-24

Holistic Honeycomb Structure
2-25

Coordinated Structure
2-26

Dandelion Structure
2-27

Chapter 2 (social media marketing strategy)

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