Social Media Marketing

Chapter 2-Strategic Planning

with Social Media
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?
• What are the characteristics of good strategic marketing objectives?
Learning objectives Cont….
• How does social consumer profile differ from other content? A
campaign team needs to understand its target market.
• How can organizations structure themselves to support social media
marketing?
• What are the key components of an organizational social media
policy?
• “If you fail to plan, you are planning to fail!”
-----Benjamin Franklin
Strategic Planning and SMM
• Strategic Planning: Is the process of identifying objectives to
accomplish, describing how to accomplish those objectives with
specific strategies and tactics, implementing the actions that make
the plan come to life, and measuring how well the plan met the
objectives.
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.
Stages of Social Media Marketing
Maturity
• Organizations
Trial test out social
media
Phase platforms

• Systematic way
Transitio of thinking and
social media
n phase usage

Strategic • Formal process

to plan social
media marketing
phase activities
Stages of Social Media Marketing
Maturity
• Trial Phase: It is the first phase of adoption cycle. Organizations in the
trial phase test out social media platforms, but they don’t really
consider how social media can play a role in the overall marketing
plan.

• Example: Pizza Hut is one example that initially focused on a platform

rather than a strategy. The company published a press release
announcing a new job opening for a “Twitern”-An intern who would
manage the brand’s Twitter presence
Stages of Social Media Marketing
Maturity
• Transition phase: During this phase social media activities still occur
somewhat randomly or haphazardly but a more systematic way of
thinking starts to develop within the organization.

• Example: The Beall’s chain of Florida embraced social media to

communicate with its core audience of female shoppers. The
company recently hired a social media director and revamped the
entire way it relates to customer. The company updates its Facebook
page several times a day and includes many multimedia components
such as commercial and fan videos.
Beall’s social media Mix
• Facebook Profile with activity • Website features with
dialogue. share apps.
• Twitter Activity • Videos on Facebook and
YouTube
• UGC Contest- “Be a star

Zone 1: Social Zone 2: Social

Community publishing

Zone 4: Social Zone 3: Social

Commerce Entertainment

• Ratings and reviews. • Beall’s isn’t involved

• Wishlists (called Blisslist. in this zone yet
• Coupon delivery via Facebook
Stages of Social Media Marketing
Maturity
• Strategic phase: In this phase organizations utilizes a formal process to
plan social media marketing activities with clear objectives and
metrics. Social media are now integrated as key component of the
organization’s overall marketing plan.
Social media campaigns:
The strategic planning process

Execute
Establish and
an measure
Create an campaign
experience activation
Select social plan
zones and strategy
Gather
target vehicles
State audience
objectives insight
Conduct a
situation
analysis
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!)
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 (5 Ps)
• Includes measurement plan
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.
Step 1: Situation Analysis
• A competitive social media analysis should answer the following
questions.
1. In which social media channels and specific vehicles are
competitor’s active?
2. How do they present themselves in those channels and vehicles?
Include an analysis of profiles, company information provided, tone,
and activity.
3. Who are their fans and followers? How do the fans and followers
respond to brand’s social media activity.
Step 1: Situation Analysis
4. Are there linkages between direct strategy and social?
5. What activities can be tied to social media?
6. What resources can be directed to social?
7. Is the organization prepared for social?
8. Who are our customers? Are they social users?
9. What key trends may affect our decisions?
Table 2.3 Honda’s Social Media
SWOT Analysis
Step 2: Identify SMM objectives and set
budgets
• What is to be accomplished
• How much to be accomplished (Measurable)
• By when? (Time).
Objectives and Metrics
• Ensures accountability
• Demonstrates financial contribution of marketing efforts
• Helps us to work smarter and more efficiently
Develop SMART objectives
• Specific
• Measureable
• Action oriented
• Realistic
• Time-lined
Sample Objectives SM marketers pursue
• Increase brand awareness.
• Improve brand or product reputation.
• Increase website traffic.
• Amplify or augment public relations work.
• Improve search engine ranking.
• Improve perceived customer service quality.
• Generate sales leads.
• Reduce customer acquisition and support costs.
• Increase sales/ sales revenue
Social Media Marketing Objectives
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?
Step 4: Select Social Zones
• Considering our objectives, budget, overall direct strategy and
segment insight, which zones should be used and how?
Figure 2.1: Honda’s Zones
Step 5: Developing an Experience Strategy
• In this step a creative message strategy is identified

• Message strategy refers to the creative approach that is utilized

throughout the campaign. This should flow from the brand’s
positioning statement.
Step 5: Developing an Experience Strategy
• Message strategy should also be appropriate to meet campaign’s
objectives. It is developed from creative brief- a document that helps
creatives channel their energy towards a sound solution for the brand
in question.
What is creative brief called in SMM
• In planning for SMM campaigns the design process works similarly;
the planners create a brief to guide the development of the
campaign. But because unlike traditional media, social media focus on
interactive experiences, social sharing, and engagement----the brief
has somewhat different structure and goes by a different name. Some
planners call this document as experience brief.

• This concept evolved from the work of website developers who

consider the direct impact on users when they design site
architecture, imagery, copy, and other site features.
What is creative brief called in SMM
• Griffin Farley, a strategy planner at BBH in New York describes the
planning document for social media as propagation brief.

• He explains that propagation planning means to plan not for people

you reach, but for the people that they will reach.

• In other words traditional advertising promotes a message to passive

audience, and that audience is the target. Social media invite an
interactive experience with an audience of influencers who will then
share the brand’s message and invite others to the experience
How to develop social experience worthy
of participation?
Q1-What are the campaign Q2-What is unique and
Q3-Who is the target
goals and/or communication special about brand’s position
audience
tasks? in the marketplace?
• Here the planner reviews • Campaign work should • What you want the
these decisions and leverage the brand‘s audience to do. Do you
provides a succinct positioning strategy and want them to talk to the
overview of the goals. build on the brand strengths brand? Create and share
content? Spread the
message on their network?
On what devices will they
interact with your brand?
• What could you offer of
value in exchange for their
co-operation?
How to develop social experience worthy
of participation?
Q4-Is there another group of
people who can persuade the
target audience to follow them?
• This group is your influencers-
The people who will propagate
your message.
• Why would these people want
to share your message with
others? What is in it for them?
Q5-What are the existing creative
assets? How can the brand’s
creative foster a social
experience?
• The planner should list the
creative assets that already
exists and identify the assets he
or she still needs to extend the
brand story.
• How can the creative assets
already available be used
and/or leveraged in a social
media context
Q6-How can we integrate with
other branded media being used
by the organization, and how
long do we have to execute?
• This is question that references
how the campaign can
integrate best with brand’s paid
and owned media?
How to develop social experience worthy
of participation?
Q7-What experiences are possible
given target market needs and
motives, the available channels, and
the creative assets?
• Creative used in social media
campaigns should inspire activity
and interactivity.
• These questions ask what type of
activities could be engaging for
the target audience using multiple
devices and worth sharing with
their network.
Q8-What content will be needed?
Comments? Questions and polls?
Video? Images? Stories? Apps?
• What content will be relevant to
the campaign and what will be
the source? Comments?
Questions and polls? Video?
Image? Stories? Apps?
Q9-How will experience
engagement be extended and
shared throughout the social
channels?
• For instance, will engagement
activity auto-post to status
updates (e.g., “Tracy likes Cole
Haan”)?
The Honda SMM Experience

Twitter
Humor #Pintermission
on Instagram
Honda Reflection on Pinterest
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’
Dumb Ways to Die
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?
Step 7: Execute and Measure Outcomes
• What metrics will allow us to assess effectiveness?

• How will we collect the data to assess?

Important points to remember

Staffing

Measureme
Content
nt

Important
points to
remember

Benefits to Time
users Horizon

Focus of
Objectives
Important points to remember
• Staffing: SMM is built on the community, content, and technology
inherent to social media. To make it successful, the brand must be
active in the space----and that means committing staff time to
posting, responding, and developing content.

• Content: One important aspect of SMM is to keep relevant and fresh

content. Developing interactivity, emphasizing relevance, monitoring
the asset for needed maintenance, responding to visitor feedback,
and providing new content will keep the asset fresh and inspire
curiosity to return among the core audience.
Important points to remember
• Time horizon: Social media takes time to build awareness, and there
are plenty of social media failures that never gained traction.
Organization must be patient while the community embraces the
content and the relationship.

• Focus of Objectives: Organizations take a short term tactical approach

rather than along term strategic approach. There is no value in doing
SMM for the sake of social media—the value lies in accomplishing
marketing objectives.
Important points to remember
• Benefits to users: Social media lives or dies on the quality of the content a
platform offers to users. The content must add value to the social community.
A Social Media Marketing plan answers the following questions:

• How will we distribute our content using social media channels?

• How can we engage our target audiences in social media community?
• What content is valued by our audience?
• Do they want content that informs?
• DO they want content that entertains?
• How can we develop an on going stream of relevant, fresh content?
Important points to remember
• Measurement: Organizations fail to properly measure results.
Marketing consultant Tom Peters famously observed, “What gets
measured gets done”.
• Measuring outcomes ensures that the organization is learning from
what worked and what didn’t.
• Importantly, as organizations begin to shift more marketing dollar
from traditional advertising to social media marketing (SMM),
managers will seek out comparisons on metrics such as ROI between
social media and other media options.
Develop planning structure in the
organization
• Who should be involved in SMM activities?
• Should there be limitations to social media use within the company?
• Especially for large companies, different divisions and units may
pursue a variety of tactics, ultimately resulting in a disparate
collection of pages across social media sites– many ultimately
abandoned.
The Social Media Policy

Standards of Disclosure
conduct requirements

Standards for
posting intellectual
property, financial
information, and
copyright
information

Social Media Policy

Key aspects of the WOMMA Disclosure
form
• Personal and Editorial Blogs
I received ___ (product or sample) from ___ (company name) ___, or (Company name) ___ sent me ___ (product or
sample) ___
 
• Product Review Blogs
I received ___ (product or sample) ___ from ___ (company name) ___ to Review.
I was paid by __ (company name) __ to review 
• Additionally for product review blogs, Endorsers should create and prominently post a “Disclosure and Relationships
Statement” section on the blog fully disclosing how a review blogger works with companies in accepting and
reviewing products, and listing any conflicts of interest that may affect the credibility of their reviews.

• Providing Comments in Online Discussions

I received ___ (product or sample) ___ from ___ (company name) ___, or
I was paid by __ (company name) __.
Key aspects of the WOMMA Disclosure
form
•Microblogs
Include a hash tag notation, either:
#spon (sponsored)
#paid (paid)
#samp (Sample)
Additionally, Endorsers should post a link on the profile page directing people to a full “Disclosure and Relationships
Statement.” This statement, should state the Endorser’s relationship to Company in accepting and reviewing
products, and listing any conflicts of interest that may affect the credibility of the sponsored or paid reviews.
•Status Updates on Social Networks
I received ___ (product or sample) ___ from ___ (company name) ___, or
I was paid by __ (company name) __
If status updates are limited by character restrictions, the best practice disclosure requirement is to include a hash
tag notation of either #spon, #paid or #samp. Additionally, Endorsers should post a full description or provide a link
on their social network profile page directing people to a “Disclosure and Relationships Statement.” Note that the
disclosures should appear in close proximity to the endorsement or testimonial statement.
Key aspects of the WOMMA Disclosure
form
• Video & Photo Sharing Websites
Include as part of the video/photo content and part of the written description:
I received ___ (product or sample) ___ from ___ (company name) ___, or
I was paid by __ (company name) __

Additionally, Endorsers should post a full description or a link on the video and/or photo sharing profile page
directing people to a “Disclosure and Relationships Statement.”

• Podcasts
Include, as part of the audio content and part of the written description:
I received ___ (product or sample) ___ from ___ (company name) ___, or
I was paid by __ (company name) __
Additionally, Endorsers should post a full description or a link directing people to a “Disclosure and Relationships
Statement.”
Organizational Structures for Social Media
Marketing Management
1
Centralized
2
Organic
3
Honeycomb
4
Coordinated
5
Dandelion
Centralized Structure
Organic Structure
Holistic Honeycomb Structure
Coordinated Structure
Dandelion Structure
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?
#Trident Social Hotel Case Study
Thank You
Thank You