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Understanding Goals, Strategy, Objectives And Tactics In The Age Of Social - Forbes

http://www.forbes.com/sites/mikalbelicove/2013/09/27/understanding-goals-strategies-objectiv...

Mikal E. Belicove, Contributor
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ENT REPREN EU RS | 9/27/2013 @ 11:55AM | 6,600 views

Understanding Goals, Strategy, Objectives And Tactics In The Age Of Social
There’s an old adage about the weather that’s gospel for mountaineers and meteorologists alike: There’s no such thing as good or bad weather. All we have is weather, and you have to be prepared for it — good and bad. Same goes for media and marketing. There’s no such thing as traditional or new media, just as there’s no such thing as traditional or social media marketing. All there is media and marketing, and both have always been and always will be in a constant state of tactical evolvement. In fact, when people talk or write about “social media marketing” being a discipline unto itself – one requiring a unique skills set and understanding to master – all they’re really talking about is the last item in what I like to call

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the G’SOT. 2 of 4 2013/12/08 03:24 PM . Objective: Retain 70 percent or more of the active worldwide PC microprocessor market.. An objective is a measurable step you take to achieve a strategy.Forbes http://www. Strategies.Understanding Goals. In this example. according to Passmark’s CPU benchmark report. Tactic: Through creative that underlies our messaging. let alone social media. leverage hardware partner brand awareness to include key messages about the Intel Inside program. A strategy is the approach you take to achieve a goal. the suggested SOTs are among many that Intel could choose when pursuing the goal of making its PC microprocessors a category leader. A tactic is a tool you use in pursuing an objective associated with a strategy. Strategy.forbes.. including this one I’ve just riffed for Intel’s line of Core processors: Goal: Make our Core PC microprocessors a category leader in sales revenue by year X. for the uninitiated: A goal is a broad primary outcome. Nowhere do you see anything about media. Countless example of G’SOT in action exist. So. well-established PC manufacturers. Strategy: Persuade buyers that our Core processors are the best on the market by associating with large. Objectives and Tactics (the G’SOT). But if you did – and that would be because of the creation and pursuit of a sub-strategy – it would be nothing other than a tactic.com/sites/mikalbelicove/2013/09/27/understanding-goals-strategies-objectiv. Objectives And Tactics In The Age Of Social . And unless you understand the difference between Goals. you’re likely to dismiss anything else there is to say on the subject.

. Strategy. then earned. Bradford discusses how he would approach building a marketing organization from the ground up. Bradford says there’s a mandate within corporate America for organizational change.Forbes http://www. In the book. Oracle’s senior vice president of product development discusses this to some degree in Avi Savar’s brilliant new book. Objectives And Tactics In The Age Of Social . relevant content that is desired and welcomed with open arms by the consumer.. and for follow-up customer service. and Earned Channels. taking into consideration to necessity for social media play a more pervasive role at the tactical level: I would make social the fulcrum of my communications strategy: Social is how the modern consumer has grown accustomed to communicating. Paid media strategies would be informed by what we learn about the brand’s audience through our consistent interaction with them on social.forbes. followed by events and PR: As the foundation of my marketing strategy. peer-to-peer recommendation (a force far stronger than other influencers like advertising). Reggie Bradford I would use paid and other media to buttress the core social strategy: Paid offers a way to amplify qualified. So why does any of this matter? Reggie Bradford. then paid. I would leverage owned channels first.com/sites/mikalbelicove/2013/09/27/understanding-goals-strategies-objectiv. thereby maximizing the effect of every spend. particularly within the halls of marketing. I would put whatever financial and personnel resources were 3 of 4 2013/12/08 03:24 PM . Owned. research.Understanding Goals. Content to Commerce: Engaging Consumers Across Paid. The social platforms are where they turn for discovery.

Wiley.com/sites/mikalbelicove/2013/09/27/understanding-goals-strategiesobjectives-and-tactics-in-the-age-of-social/ 4 of 4 2013/12/08 03:24 PM . social is the enemy of “but this is the way we’ve always done it.” and indicates that the ability to pivot and stay in sync with the way today’s consumers want to interact and conduct business “will be a significant determining factor in which enterprises survive and thrive.) Bradford.com/sites/mikalbelicove/2013/09/27/understanding-goals-strategies-objectiv. Twitter feeds. Content to Commerce: Engaging Consumers Across Paid. Owned and Earned Channels by Avi Savar. This article is available online at: http://www. who serves on the board of directors of the Social Media Advertising Consortium and previously founded software-as-a-service (SaaS) play Vitrue – which he sold to Oracle for $300 million – will be the first to tell you that in many marketing departments today. necessary toward fielding and operating world-class Facebook pages.forbes. Strategy. Copyright 2013 by Avi Savar. (Excerpted with permission of the publisher.” Hear..Forbes http://www. Pinterest boards…whatever platforms are most appropriate for the brand.forbes. Objectives And Tactics In The Age Of Social ..Understanding Goals. those organizations that understand the G’SOT and social media’s place on it will be the ones best positioned to evolve at the same pace as the appearance of new and compelling tactics. hear to that! Taking Bradford’s thoughts a step further.” He writes that “comfort zones are being challenged.