Tuesday, March 31, 2015

WEEKS 11 & 12: Social Media Marketing Plans and Building Facebook & Twitter Pages

SUMMARY:

Over the next couple of weeks, we will:
  • Learn about social media marketing plans and begin work on the creation of one with the goal of driving traffic and awareness to our campaign website.
  • Learn about best practices in building an official Facebook presence for our campaign sites.
HOMEWORK:
  • Read Chapter 15: “Social Media Marketing Plan” of the textbook “Social Media Marketing: A Strategic Approach (1st Edition)”.
  • Review the Appendix of our textbook to see an example of a template for a Social Media Marketing Plan.
  • Begin to work on your Social Media Marketing Plan (final version due near the end of the semester)
  • Continue to work on and revise your campaign website, including modifications to help optimize your content for search engine indexing and rankings.
  • Each team should run an audit on their site, when it is ready using the Wix SEO tool.
  • Each team should create a Facebook page for their campaign. This social media site should then be linked to your main campaign website.

Social Media Marketing Goals and Strategies



Related Links:
Below is an example of one of the many videos posted to YouTube showing how easy it was to unlock an old version of a Kryptonite bike lock.

Social Media Marketing Plan Cycle

Listening to what people are saying about a company enables the organization to determine its current social media presence which in turn guides the setting of social media goals and strategies to achieve them.

Setting Goals is done by pinpointing the location, behavior, tastes and needs of the target audience and conducting a competitive analysis to determine an organization’s strengths and weaknesses and the opportunities and threats in the environment.

Defining Strategies must be done on a case-by-case basis, using all available pertinent information.

Identifying the Target Audience (market) enables a company to organize its marketing strategies to efficiently reach those most receptive and likely to become customers and even brand advocates.

Selecting tools is accomplished by finding the social media sites where the target audience resides and then focusing the company’s social media efforts on those platforms.

Implementing is the process whereby the goals, strategies, target market and tools are taken into consideration in creating actionable social media platform-specific marketing tactics.

Monitoring is measuring, tracking and evaluating an organization’s social media marketing initiatives.

Tuning is the constant and continuous process of adjusting and improving the elements of the plan.

Wednesday, March 25, 2015

Social Media Marketing Plan - Semester Assignment

ASSIGNMENT:

Each team will collaborate to create a social media marketing plan for your brand. See info below for more criteria on what should be included. Chapter 15 of your textbook has more guidance. The appendix has a sample "completed" plan that you may also want to reference as an example of a completed plan. Your completed plan (due near the end of the semester - date TBD) should be approximately 5-10 pages (can be longer -- but MINIMUM of five pages).

Examples of Previous Semester Social Media Marketing Plans:

About Social Media Marketing Plans

What should be in your social media marketing plan? The presentation below gives an overview of the key elements, including the following sections and elements:
  • Executive Summary/Overview
  • Social Media Presence
  • Competitive Analysis
  • Goals
  • Strategies
  • Target Market
  • Tools & Implementation
  • Monitoring & Tuning
  • Budget & ROI
In addition, your Social Media Marketing Plan should include documentation of the research and planning of your campaign, including:
  • Branding research (logo/name survey results)
  • User Personas
  • SWOT Analysis
  • Wireframe(s)

Social Media Marketing Campaigns