Unit 2 SMM Lecture Notes
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Lecture notes for Unit 2, Strategic Planning Process
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Unit 2 SMM Lecture Notes
- 1. Social Media Marketing, 3e© SOCIAL MEDIA MARKETING STRATEGY Chapter 4
- 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
- 6. Social Media Marketing, 3e© STEP 1 Situation Analysis
- 7. Social Media Marketing, 3e© SITUATION ANALYSIS SWOT analysis Audit of social media – strengths/weaknesses Competitive analysis Industry considerations
- 8. Social Media Marketing, 3e© STEP 2 Objectives & Budget
- 9. Social Media Marketing, 3e© DEVELOP SMART OBJECTIVES Specific Measureable Action- oriented Realistic Time-lined
- 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.
- 11. Social Media Marketing, 3e© STEP 3 Target Audience
- 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
- 13. Social Media Marketing, 3e© STEP 4 Social Media Zones & Vehicles
- 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).
- 15. Social Media Marketing, 3e© STEP 5 Experience Strategy
- 16. Social Media Marketing, 3e© Dimensions of Brand Experience Trigger senses Evoke feeling Activate behavior Stimulate perception
- 17. Social Media Marketing, 3e© STEP 6 Establish Activation Plan
- 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.
- 19. Social Media Marketing, 3e© STEP 7 Execution & Measuremen t
- 20. Social Media Marketing, 3e© TYPICAL MISTAKES Staffing 01 Content 02 Time horizon 03 Focus of objectives 04 User benefits 05 Measurement 06
- 21. MANAGING SOCIAL MEDIA MARKETING IN THE ORGANIZATION
- 22. Social Media Marketing, 3e© SOCIAL MEDIA POLICIES
- 23. Social Media Marketing, 3e© ORGANIZATIONAL STRUCTURES FOR SOCIAL MEDIA MARKETING MANAGEMENT Centralized Organic Honeycomb Coordinated Dandelion 4-23
- 24. Social Media Marketing, 3e© CENTRALIZED STRUCTURE
- 25. Social Media Marketing, 3e© ORGANIC STRUCTURE
- 26. Social Media Marketing, 3e© HOLISTIC HONEYCOMB STRUCTURE 4-26
- 27. Social Media Marketing, 3e© COORDINATED STRUCTURE 4-27
- 28. Social Media Marketing, 3e© DANDELION STRUCTURE
- 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?