Advanced Social Media Marketing

Project 1: Building A Social Media Strategy

Project 1: Building a Social Media Strategy

(Expected completion time – 60-90 minutes)

• Project Goal/Objectives/Problem Statement:

• Gather the relevant information necessary to begin establishing attainable goals for a social
media strategy.

• Skills that you will acquire after completing the project:

• Ability to identify internal goals that are relevant to social media

• Ability to choose the goals with the highest likelihood of success

• Ability to use goals to define KPIs for upcoming campaigns

• Ability to match appropriate social media marketing tactics to business goals

• Learning outcome of the project:

• Individuals who complete this project gain the practical experience necessary to help guide
either a client or a team toward the development of realistic social media marketing goals as
well as relevant KPIs for the campaign.

• Project Description:

• In this section, you learned about social media challenges, strategy building guide, and
creating a campaign message. In this mini project, apply these concepts and answer the
questions.

• Project Tasks:

• To build a sustainable social media strategy, you must start by establishing business goals to
serve as the foundation of your campaign. The first step is to explore the three areas of
business that can best be impacted by social media.

• For each topic, answer the questions keeping in mind your current organization. Download
the questions from the Learning Tool to your local drive, answer them, and submit the
project.
Topic 1: Brand Building

• What are your unique value propositions? Does the current conversation about your
company on social media show that customers understand and buy into them?
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• What are four of five brand concepts you most want your customers to associate with
your company? (for example view us as a company committed to green technology)
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Topic 2: Conversions

• Do not get caught in the trap of considering only leads and sales as conversions. Think of
the bigger picture of actions that can be taken. What actions do you want customers to
take?
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• Think about the journey a person makes to become a customer or otherwise engage
with your business or organization. List five specific actions you would like them to take.
(i.e. “Sign up for our email newsletter” or “Download X whitepaper”)
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Topic 3: Presence

• Think about your target audience and your current customer base. What product lines
would you like to grow? What customer segments would you like to grow?
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• Where are, you struggling to break through? Or, in which area do you need to expand
your awareness and understanding of your products? List two specific target audiences
and at least one product or offering that needs to have a stronger presence online.
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Topic 4: Social Media Campaign Goals

• Look back over the last several pages and pick two to four goals that might form the
basis for a social media campaign. Try to choose at least one from each category:
Branding, Presence, and Conversion.
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• Micro-goals need to be in place for you to reach your goal. They are not tactics, they are
responses. Brainstorm micro-goals that match up to your stated campaign goal.
• Campaign Goal 1: _________________________________________________________
Micro-goal: ______________________________________________________________
Micro-goal: ______________________________________________________________
Micro-goal: ______________________________________________________________

• Campaign Goal 2: _________________________________________________________

Micro-goal: ______________________________________________________________
Micro-goal: ______________________________________________________________
Micro-goal: ______________________________________________________________

• Campaign Goal 3: _________________________________________________________

Micro-goal: ______________________________________________________________
Micro-goal: ______________________________________________________________
Micro-goal: ______________________________________________________________

• Campaign Goal 4: _________________________________________________________

Micro-goal: ______________________________________________________________
Micro-goal: ______________________________________________________________
Micro-goal: ______________________________________________________________
Topic 5: Social Media Tactics

• Social media tactics need to be chosen based on how well they fit your micro-goals.
Defining micro-goals allows you to more accurately choose the tactics that will help you
reach your goals. Look back over your micro-goals and choose four micro-goals to
brainstorm tactics for:
• Micro Goal 1: _________________________________________________________
Tactic: __________________________________________________________________
Tactic: __________________________________________________________________
Tactic: __________________________________________________________________

• Micro Goal 2: _________________________________________________________

Tactic: __________________________________________________________________
Tactic: __________________________________________________________________
Tactic: __________________________________________________________________

• Micro Goal 3: _________________________________________________________

Tactic: __________________________________________________________________
Tactic: __________________________________________________________________
Tactic: __________________________________________________________________

• Micro Goal 4: _________________________________________________________

Tactic: __________________________________________________________________
Tactic: __________________________________________________________________
Tactic: __________________________________________________________________

Topic 6: Social Media Campaign

• Based on the goals, micro-goals, and tactics you outlined in the previous pages, give a
rough outline of a few campaign ideas you might launch. Summarize the idea in a few
words and think about the message focus for the campaign.
• Campaign Idea #1
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• Campaign Idea #2
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