Submit Search
Upload
Social Media Marketing (Tuten & Solomon) - Chapter 2 PPT
•
Download as PPTX, PDF
•
18 likes
•
14,541 views
Tracy Tuten
Follow
Chapter 2 PPTs to accompany Social Media Marketing 2e
Read less
Read more
Business
Report
Share
Report
Share
1 of 40
Download now
Recommended
Chapter 2 (social media marketing strategy)
Chapter 2 (social media marketing strategy)
Jawad Chaudhry
SMM 2e (Tuten & Solomon) - Chapter 1
SMM 2e (Tuten & Solomon) - Chapter 1
Tracy Tuten
Social Media: Chapter 1 (horizontal revolution)
Social Media: Chapter 1 (horizontal revolution)
Jawad Chaudhry
Chapter 6 (social publishing)
Chapter 6 (social publishing)
Jawad Chaudhry
Chapter 8 (social commerce)
Chapter 8 (social commerce)
Jawad Chaudhry
Chapter 5 (social community)
Chapter 5 (social community)
Jawad Chaudhry
SMM 01
SMM 01
Aimee Kendall Roundtree
Chapter 10 (social metrics)
Chapter 10 (social metrics)
Jawad Chaudhry
Recommended
Chapter 2 (social media marketing strategy)
Chapter 2 (social media marketing strategy)
Jawad Chaudhry
SMM 2e (Tuten & Solomon) - Chapter 1
SMM 2e (Tuten & Solomon) - Chapter 1
Tracy Tuten
Social Media: Chapter 1 (horizontal revolution)
Social Media: Chapter 1 (horizontal revolution)
Jawad Chaudhry
Chapter 6 (social publishing)
Chapter 6 (social publishing)
Jawad Chaudhry
Chapter 8 (social commerce)
Chapter 8 (social commerce)
Jawad Chaudhry
Chapter 5 (social community)
Chapter 5 (social community)
Jawad Chaudhry
SMM 01
SMM 01
Aimee Kendall Roundtree
Chapter 10 (social metrics)
Chapter 10 (social metrics)
Jawad Chaudhry
Social media & its role in marketing - Grape5
Social media & its role in marketing - Grape5
Grape5
What is social media marketing
What is social media marketing
Simranjeetkaur415217
Social Media Marketing
Social Media Marketing
Alireza Safari علیرضا صفری
Social Media Strategy
Social Media Strategy
Vishal Sharma
Social Media Marketing presentation
Social Media Marketing presentation
Chidi Okereke
Role of social media in marketing
Role of social media in marketing
Muhammad Saim
Social media marketing
Social media marketing
Inbound Marketing Indonesia
Ingenex Digital Marketing Strategy
Ingenex Digital Marketing Strategy
dletwin
Digital marketing strategy
Digital marketing strategy
Technogics Inc
Social Media Marketing
Social Media Marketing
Pranav Bhatnagar
Social media marketing
Social media marketing
IndianInstituteofDigitalMarketing
Social media strategy
Social media strategy
Omar Mostafa
Social Media & Marketing
Social Media & Marketing
Zest Online
Social Media Strategy
Social Media Strategy
Alan Aptheker
Chapter 7 (social entertainment)
Chapter 7 (social entertainment)
Jawad Chaudhry
What is Social Media Marketing
What is Social Media Marketing
SW SOFTTECH
Social Media Proposal for Alpha House
Social Media Proposal for Alpha House
Amy Grabowski
Why Social Media Marketing is Important
Why Social Media Marketing is Important
Jessica Pavona
The impact of Social Media on Marketing Strategy
The impact of Social Media on Marketing Strategy
New River Marketing
Digital marketing Presentation
Digital marketing Presentation
Satyajit Debnath
ch 2.pdf
ch 2.pdf
GmachImen
MKT 380 Week 2
MKT 380 Week 2
Michael Germano
More Related Content
What's hot
Social media & its role in marketing - Grape5
Social media & its role in marketing - Grape5
Grape5
What is social media marketing
What is social media marketing
Simranjeetkaur415217
Social Media Marketing
Social Media Marketing
Alireza Safari علیرضا صفری
Social Media Strategy
Social Media Strategy
Vishal Sharma
Social Media Marketing presentation
Social Media Marketing presentation
Chidi Okereke
Role of social media in marketing
Role of social media in marketing
Muhammad Saim
Social media marketing
Social media marketing
Inbound Marketing Indonesia
Ingenex Digital Marketing Strategy
Ingenex Digital Marketing Strategy
dletwin
Digital marketing strategy
Digital marketing strategy
Technogics Inc
Social Media Marketing
Social Media Marketing
Pranav Bhatnagar
Social media marketing
Social media marketing
IndianInstituteofDigitalMarketing
Social media strategy
Social media strategy
Omar Mostafa
Social Media & Marketing
Social Media & Marketing
Zest Online
Social Media Strategy
Social Media Strategy
Alan Aptheker
Chapter 7 (social entertainment)
Chapter 7 (social entertainment)
Jawad Chaudhry
What is Social Media Marketing
What is Social Media Marketing
SW SOFTTECH
Social Media Proposal for Alpha House
Social Media Proposal for Alpha House
Amy Grabowski
Why Social Media Marketing is Important
Why Social Media Marketing is Important
Jessica Pavona
The impact of Social Media on Marketing Strategy
The impact of Social Media on Marketing Strategy
New River Marketing
Digital marketing Presentation
Digital marketing Presentation
Satyajit Debnath
What's hot
(20)
Social media & its role in marketing - Grape5
Social media & its role in marketing - Grape5
What is social media marketing
What is social media marketing
Social Media Marketing
Social Media Marketing
Social Media Strategy
Social Media Strategy
Social Media Marketing presentation
Social Media Marketing presentation
Role of social media in marketing
Role of social media in marketing
Social media marketing
Social media marketing
Ingenex Digital Marketing Strategy
Ingenex Digital Marketing Strategy
Digital marketing strategy
Digital marketing strategy
Social Media Marketing
Social Media Marketing
Social media marketing
Social media marketing
Social media strategy
Social media strategy
Social Media & Marketing
Social Media & Marketing
Social Media Strategy
Social Media Strategy
Chapter 7 (social entertainment)
Chapter 7 (social entertainment)
What is Social Media Marketing
What is Social Media Marketing
Social Media Proposal for Alpha House
Social Media Proposal for Alpha House
Why Social Media Marketing is Important
Why Social Media Marketing is Important
The impact of Social Media on Marketing Strategy
The impact of Social Media on Marketing Strategy
Digital marketing Presentation
Digital marketing Presentation
Similar to Social Media Marketing (Tuten & Solomon) - Chapter 2 PPT
ch 2.pdf
ch 2.pdf
GmachImen
MKT 380 Week 2
MKT 380 Week 2
Michael Germano
Unit 2 SMM Lecture Notes
Unit 2 SMM Lecture Notes
Tracy Tuten
CM2 Class Social Media Strategy Development
CM2 Class Social Media Strategy Development
Hamill Associates Ltd
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Hamill Associates Ltd
MarketingProfs 2012 State of Social Media
MarketingProfs 2012 State of Social Media
Lithium
Social Media Marketing Plan Playbook
Social Media Marketing Plan Playbook
Demand Metric
SMM Week 4
SMM Week 4
Aimee Kendall Roundtree
Smm plan
Smm plan
Lorenzo Mariani
SPECK Media and Social Media
SPECK Media and Social Media
Michael J Lis
How To Grow Your Business Using Social Media
How To Grow Your Business Using Social Media
Hamill Associates Ltd
Ines Mergel - Designing Social Media Strategies - IBM - 2012
Ines Mergel - Designing Social Media Strategies - IBM - 2012
Ines Mergel
Social Media Marketing Metrics That Matter
Social Media Marketing Metrics That Matter
Michael Findling
Social Media Strategies for Small Businesses
Social Media Strategies for Small Businesses
IndoAge
Social media plan by Salvador Vilalta
Social media plan by Salvador Vilalta
Salvador Vilalta
Social Media Maturity Model
Social Media Maturity Model
Demand Metric
How to Create a Social Media Marketing Strategy.pptx
How to Create a Social Media Marketing Strategy.pptx
Crosshairs Communication
The state of_social_marketing
The state of_social_marketing
Svetlana Belyaeva
What Is Social Media?
What Is Social Media?
pawararohi38
I Strategy%20 Framework%20 Approach 1
I Strategy%20 Framework%20 Approach 1
Ronny Braunstein
Similar to Social Media Marketing (Tuten & Solomon) - Chapter 2 PPT
(20)
ch 2.pdf
ch 2.pdf
MKT 380 Week 2
MKT 380 Week 2
Unit 2 SMM Lecture Notes
Unit 2 SMM Lecture Notes
CM2 Class Social Media Strategy Development
CM2 Class Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
MarketingProfs 2012 State of Social Media
MarketingProfs 2012 State of Social Media
Social Media Marketing Plan Playbook
Social Media Marketing Plan Playbook
SMM Week 4
SMM Week 4
Smm plan
Smm plan
SPECK Media and Social Media
SPECK Media and Social Media
How To Grow Your Business Using Social Media
How To Grow Your Business Using Social Media
Ines Mergel - Designing Social Media Strategies - IBM - 2012
Ines Mergel - Designing Social Media Strategies - IBM - 2012
Social Media Marketing Metrics That Matter
Social Media Marketing Metrics That Matter
Social Media Strategies for Small Businesses
Social Media Strategies for Small Businesses
Social media plan by Salvador Vilalta
Social media plan by Salvador Vilalta
Social Media Maturity Model
Social Media Maturity Model
How to Create a Social Media Marketing Strategy.pptx
How to Create a Social Media Marketing Strategy.pptx
The state of_social_marketing
The state of_social_marketing
What Is Social Media?
What Is Social Media?
I Strategy%20 Framework%20 Approach 1
I Strategy%20 Framework%20 Approach 1
More from Tracy Tuten
Boxed SMM campaign by doorstep dreams
Boxed SMM campaign by doorstep dreams
Tracy Tuten
Social community and publishing in SMM Campaigns
Social community and publishing in SMM Campaigns
Tracy Tuten
SMM - CB Implications
SMM - CB Implications
Tracy Tuten
Introduction
Introduction
Tracy Tuten
Is the Future of Direct Social?
Is the Future of Direct Social?
Tracy Tuten
Creative
Creative
Tracy Tuten
Social Media - Presentation for the NC Tourism Leadership Conference 2010
Social Media - Presentation for the NC Tourism Leadership Conference 2010
Tracy Tuten
More from Tracy Tuten
(7)
Boxed SMM campaign by doorstep dreams
Boxed SMM campaign by doorstep dreams
Social community and publishing in SMM Campaigns
Social community and publishing in SMM Campaigns
SMM - CB Implications
SMM - CB Implications
Introduction
Introduction
Is the Future of Direct Social?
Is the Future of Direct Social?
Creative
Creative
Social Media - Presentation for the NC Tourism Leadership Conference 2010
Social Media - Presentation for the NC Tourism Leadership Conference 2010
Recently uploaded
The-Ethical-issues-ghhhhhhhhjof-Byjus.pptx
The-Ethical-issues-ghhhhhhhhjof-Byjus.pptx
mbikashkanyari
Buy gmail accounts.pdf Buy Old Gmail Accounts
Buy gmail accounts.pdf Buy Old Gmail Accounts
Buy Verified Accounts
Financial-Statement-Analysis-of-Coca-cola-Company.pptx
Financial-Statement-Analysis-of-Coca-cola-Company.pptx
saniyaimamuddin
International Business Environments and Operations 16th Global Edition test b...
International Business Environments and Operations 16th Global Edition test b...
ssuserf63bd7
PSCC - Capability Statement Presentation
PSCC - Capability Statement Presentation
Anamaria Contreras
Ten Organizational Design Models to align structure and operations to busines...
Ten Organizational Design Models to align structure and operations to busines...
Seta Wicaksana
8447779800, Low rate Call girls in Shivaji Enclave Delhi NCR
8447779800, Low rate Call girls in Shivaji Enclave Delhi NCR
ashishs7044
Guide Complete Set of Residential Architectural Drawings PDF
Guide Complete Set of Residential Architectural Drawings PDF
Chandresh Chudasama
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
HajeJanKamps
PB Project 1: Exploring Your Personal Brand
PB Project 1: Exploring Your Personal Brand
SharisaBethune
APRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdf
Rbc Rbcua
Corporate Profile 47Billion Information Technology
Corporate Profile 47Billion Information Technology
Data Analytics Company - 47Billion Inc.
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
ashishs7044
Japan IT Week 2024 Brochure by 47Billion (English)
Japan IT Week 2024 Brochure by 47Billion (English)
Data Analytics Company - 47Billion Inc.
FULL ENJOY Call girls in Paharganj Delhi | 8377087607
FULL ENJOY Call girls in Paharganj Delhi | 8377087607
dollysharma2066
8447779800, Low rate Call girls in Saket Delhi NCR
8447779800, Low rate Call girls in Saket Delhi NCR
ashishs7044
Call US-88OO1O2216 Call Girls In Mahipalpur Female Escort Service
Call US-88OO1O2216 Call Girls In Mahipalpur Female Escort Service
callgirls2057
Traction part 2 - EOS Model JAX Bridges.
Traction part 2 - EOS Model JAX Bridges.
Anamaria Contreras
1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdf
Shaun Heinrichs
Cyber Security Training in Office Environment
Cyber Security Training in Office Environment
elijahj01012
Recently uploaded
(20)
The-Ethical-issues-ghhhhhhhhjof-Byjus.pptx
The-Ethical-issues-ghhhhhhhhjof-Byjus.pptx
Buy gmail accounts.pdf Buy Old Gmail Accounts
Buy gmail accounts.pdf Buy Old Gmail Accounts
Financial-Statement-Analysis-of-Coca-cola-Company.pptx
Financial-Statement-Analysis-of-Coca-cola-Company.pptx
International Business Environments and Operations 16th Global Edition test b...
International Business Environments and Operations 16th Global Edition test b...
PSCC - Capability Statement Presentation
PSCC - Capability Statement Presentation
Ten Organizational Design Models to align structure and operations to busines...
Ten Organizational Design Models to align structure and operations to busines...
8447779800, Low rate Call girls in Shivaji Enclave Delhi NCR
8447779800, Low rate Call girls in Shivaji Enclave Delhi NCR
Guide Complete Set of Residential Architectural Drawings PDF
Guide Complete Set of Residential Architectural Drawings PDF
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
PB Project 1: Exploring Your Personal Brand
PB Project 1: Exploring Your Personal Brand
APRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdf
Corporate Profile 47Billion Information Technology
Corporate Profile 47Billion Information Technology
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
Japan IT Week 2024 Brochure by 47Billion (English)
Japan IT Week 2024 Brochure by 47Billion (English)
FULL ENJOY Call girls in Paharganj Delhi | 8377087607
FULL ENJOY Call girls in Paharganj Delhi | 8377087607
8447779800, Low rate Call girls in Saket Delhi NCR
8447779800, Low rate Call girls in Saket Delhi NCR
Call US-88OO1O2216 Call Girls In Mahipalpur Female Escort Service
Call US-88OO1O2216 Call Girls In Mahipalpur Female Escort Service
Traction part 2 - EOS Model JAX Bridges.
Traction part 2 - EOS Model JAX Bridges.
1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdf
Cyber Security Training in Office Environment
Cyber Security Training in Office Environment
Social Media Marketing (Tuten & Solomon) - Chapter 2 PPT
1.
2 SOCIAL MEDIA MARKETING STRATEGY
2.
Learning Objectives Where
does social media marketing fit into an organization’s overall planning framework? What are the phases of social media marketing maturity? What are the steps in social media marketing planning? How can organizations structure themselves to support social media marketing? What are the key components of an organizational social media policy? Social Media Marketing, 2e© 2-2
3.
Chapter Example: Honda’s #Pintermission
Campaign Social Media Marketing, 2e© 2-3
4.
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© 3-4
5.
Stages of Social Media
Marketing Maturity Trial Phase Transition Phase Strategic Phase Social Media Marketing, 2e© 2-5
6.
A “Dark Side”
Discussion: HMV Social Media Marketing, 2e© 2-6 HMV’s story exemplifies risks associated with the trial phase. What do you see as the pros and cons of using interns to execute on social media plans?
7.
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 Social Media Marketing, 2e© 7
8.
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 Clarifies the desired outcome Specifies measures of success (metrics!) Social Media Marketing, 2e© 8
9.
Good Plan Characteristics
Understands the marketplace Establish clear measurable objectives Define performance targets Identify a customer group Explains what customers want Develops strategies tied to objectives (4 Ps) Includes measurement plan Social Media Marketing, 2e© 9
10.
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. 3- 10 Social Media Marketing, 2e©
11.
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? Social Media Marketing, 2e© 11
12.
Table 2.3 Honda’s
Social Media SWOT Analysis Social Media Marketing, 2e© 2-12
13.
Step 2: Objectives
and Budgeting Task (what is to be accomplished) Measurable quantity (how much) Time frame (by when) Social Media Marketing, 2e© 2-13
14.
Objectives and Metrics
Ensures accountability Demonstrates financial contribution of marketing efforts Helps us to work smarter and more efficiently Social Media Marketing, 2e© 2-14
15.
Develop SMART objectives
Specific Measureable Action oriented Realistic Time-lined Social Media Marketing, 2e© 2-15
16.
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 Social Media Marketing, 2e© 2-16
17.
Social Media Marketing Objectives Social
Media Marketing, 2e© 2-17
18.
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! Social Media Marketing, 2e© 18
19.
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 3- 19 Social Media Marketing, 2e©
20.
Figure 2.1: Honda’s
Zones Social Media Marketing, 2e© 2-20
21.
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 brand’s position in the marketplace? Campaign work should leverage the brand‘s positioning strategy. Who is the target audience? What 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? Social Media Marketing, 2e© 21
22.
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? Social Media Marketing, 2e© 2-22
23.
The Honda SMM Experience Social
Media Marketing, 2e© 23 #Pintermission on Instagram Twitter Humor Vine #wantnewcar
24.
Honda Reflection on
Pinterest Social Media Marketing, 2e© 2-24
25.
A Bytes to
Bucks Discussion: Metro’s Dumb Ways to Die Metro Melbourne’s PSA sought to improve rail safety among young people How? A social media marketing campaign executed in the zones of Social Publishing and Social Community. The experience?A video called ‘Dumb Ways to Die’ Social Media Marketing, 2e© 2-25
26.
Dumb Ways to
Die Social Media Marketing, 2e© 2-26
27.
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? Social Media Marketing, 2e© 3-27
28.
Step 7: Manage
and Measure What metrics will allow us to assess effectiveness? How will we collect the data to assess? Social Media Marketing, 2e© 28
29.
SM Policy Components
Standards of conduct Disclosure requirements Standards for posting corporate information Social Media Marketing, 2e© 2-29
30.
Sample SM Policies Social
Media Marketing, 2e© 2-30
31.
WOMMA Guidelines for
SM Policies Social Media Marketing, 2e© 2-31
32.
Organizational Structures for Social
Media Marketing Management Centralized Organic Honeycomb Coordinated Dandelion Social Media Marketing, 2e© 2-32
33.
Centralized Structure Social Media
Marketing, 2e© 2-33
34.
Organic Structure Social Media
Marketing, 2e© 34
35.
Holistic Honeycomb Structure Social
Media Marketing, 2e© 2-35
36.
Coordinated Structure Social Media
Marketing, 2e© 2-36
37.
Dandelion Structure Social Media
Marketing, 2e© 2-37
38.
Brian Solis on
Structure Social Media Marketing, 2e© 2-38
39.
Managing Social Media
Accounts & Hootsuite Certification Social Media Marketing, 2e© 2-39
40.
Recap and Questions
Where does social media marketing fit into an organization’s overall planning framework? What are the phases of social media marketing maturity? What are the steps in social media marketing planning? How can organizations structure themselves to support social media marketing? What are the key components of an organizational social media policy? Social Media Marketing, 2e© 40
Editor's Notes
Table 2.1 illustrates the structure of a marketing plan. Table 2.2 illustrates a social media marketing plan outline. Appendix A illustrates a sample social media marketing plan.
Check out some of Honda’s tweets here: http://adland.tv/node/156078
Download now