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Unit 2 SMM Lecture Notes
- 2. Social Media Marketing, 3e©
LEARNING OBJECTIVES
Where does social media marketing planning fit into an
organization’s overall planning framework?
What are the phases of social media marketing maturity? How does
social media marketing change for companies as they shift from the
trial phase to the transition phase and eventually move into the
strategic phase?
What are the steps in social media marketing strategic planning?
How can organizations structure themselves to support social media
marketing?
What are the key components of an organizational social media
policy, and why is it important to have such a policy in place?
3-2
- 3. Social Media Marketing, 3e©
STAGES OF
SOCIAL MEDIA MARKETING
MATURITY Trial
Phase
Transitio
n Phase
Strategic
Phase
4-3
- 4. FOR REFLECTION
Are bots a good strategy?
What are the pros and cons
of automation shortcuts that
use AI (artificial
intelligence)?
- 5. Social Media Marketing, 3e©
WHAT ARE
THE STEPS
IN
SOCIAL
MEDIA
MARKETIN
G
PLANNING? Execute and
measure
Execute and measure campaign
Establish Establish an activation plan
Create Create an experience strategy
Select Select social zones and vehicles
Gather Gather target audience insight
State State objectives
Conduct Conduct a situation analysis
- 7. Social Media Marketing, 3e©
SITUATION ANALYSIS
SWOT analysis
Audit of social media – strengths/weaknesses
Competitive analysis
Industry considerations
- 10. Social Media Marketing, 3e©
WRITING OBJECTIVES
Objectives should be specific and timelined to facilitate assessment
during the final measurement phase of strategy.
Specifying objectives also informs your campaign choices because
you must make choices that could produce the stated objectives.
- 12. Social Media Marketing, 3e©
TARGET AUDIENCE
Specify the target market for the campaign
What do you know about the target market? Their needs,
characteristics, use of social media, motives, etc.
Develop a persona (using the template in Chp 5 or other persona
format)
Focus on information that will guide campaign decisions
- 14. Social Media Marketing, 3e©
ZONES AND VEHICLES
What is the overall strategy and what zones might it require? Is social
media part of a larger MARCOM campaign? If so, how does that affect
your decisions for zones and vehicles to use?
Will your campaign use social community, social publishing, social
entertainment, or social commerce? Or some combination?
Most campaigns include at least 2 zones. We’ll cover more about how to use these
zones in Chapters 6-9.
What vehicles will you use? These are specific social channels or
owned media channels that are socially-enabled (such as your
brand’s own blog).
- 16. Social Media Marketing, 3e©
Dimensions of Brand
Experience
Trigger senses
Evoke feeling
Activate behavior
Stimulate perception
- 18. Social Media Marketing, 3e©
ACTIVATION
Chapter 5 provides many of the templates and tools that are needed
to plan for activation.
In particular, the editorial calendar and content plans are like the
media plans for social media marketing campaigns.
- 20. Social Media Marketing, 3e©
TYPICAL MISTAKES
Staffing
01
Content
02
Time horizon
03
Focus of
objectives
04
User benefits
05
Measurement
06
- 23. Social Media Marketing, 3e©
ORGANIZATIONAL STRUCTURES
FOR SOCIAL MEDIA MARKETING
MANAGEMENT
Centralized
Organic
Honeycomb
Coordinated
Dandelion
4-23
- 29. Social Media Marketing, 3e©
SOCIAL MEDIA MANAGEMENT
SYSTEMS
There are several systems for
managing social media activity.
Hootsuite is a leader and has a
free option.
Some others include Sprout
Social, Sysomos, Hubspot, and
Salesforce.
- 30. Social Media Marketing, 3e©
RECAP AND QUESTIONS
Where does social media marketing planning fit into an
organization’s overall planning framework?
What are the phases of social media marketing maturity? How does
social media marketing change for companies as they shift from the
trial phase to the transition phase and eventually move into the
strategic phase?
What are the steps in social media marketing strategic planning?
How can organizations structure themselves to support social media
marketing?
What are the key components of an organizational social media
policy, and why is it important to have such a policy in place?