Post on 21-Oct-2014
description
Objectives, Strategies, Tactics
Week #3February 12, 2014
Utica CollegePRL 408: Social MediaThomas Armitage
In today’s lesson…
Past week’s articles Importance of a strategic plan What’s in a plan Creating goals Creating objectives Developing strategies Executing tactics Choosing your platform Things to consider Challenges you’ll face
Past week’s articles
“Understanding Goals, Strategy, Objectives And Tactics In The Age Of Social” -http://onforb.es/1jl9sJM
“7 Things to Include in Your Brand’s Social Media Strategy” - http://bit.ly/1iyL2cW
“For Viewers, Sochi Will Be First ‘Fully Mobile’ Olympics” - http://bit.ly/1g4hVgI
Past week’s articles
Importance of a plan
Like PR and marketing, social media work must be strategically planned in order to accomplish a business goal
Transition from “let’s get involved” to “let’s accomplish something”
Accountability Timelines Getting budgets approved A social media plan should be one
component of your overall marketing plan
What’s in a plan
Background Target Audience Goal Strategy Objectives Tactics and Execution Responses Tools Budget Evaluation
Creating goals
The biggest, most important thing(s) you want to accomplish
Often times, one goal can work
A goal will not happen overnight, but requires much time, attention and work
Example: Increase online sales from social media referrals by 25% by the end of 2014
Mapping out a strategy
Your roadmap as to how to achieve your goal
Strategy helps to keep focus, and keeps all efforts pointed in the same direction
Example: Persuade consumers that our products are top of the line and our online shopping experience is superior to competitors
Creating objectives
Smaller, more manageable benchmarks that will help achieve the goal
Ensure that all goals and objectives meet the SMART criteria
Should have multiple objectives Example: 1) Boost traffic to our
website by way of social media sites by 15% by the end of 2014. 2) Boost engagement rates on Facebook and Twitter by 30% by the end of 2014. 3) Obtain 10,000 views on each of our product review videos by the end of 2014.
(Sandler, 2012)
Executing tactics
Usually, many tactics are needed to accomplish objectives (and essentially accomplish the goal)
For social, each platform should be its own tactic
Include details Example: Carry out a Twitter
campaign that features daily organic posts on topics X, Y and Z, paired with ongoing targeted promoted tweet with a spend of $1,000/month, while tracking analytics monthly through 2014.
Goal
Strategy
Objectives
Tactics
#1 #2 #3
#1 #2 #3 #4 #5 #6
Choosing you platforms
Who is your target audience? Which platforms best fit your
objectives? How familiar are you each? What resources are available? How much is in your budget?
Things to consider
Target audience (marketing personas) Demographics, psychographics, interests
Your voice Differentiators Advertising opportunities and budget Proactively considering things that
can go wrong, dealing with negative feedback
Content calendar(Sandler, 2012)
Things to consider Pt. 2
Staff who will set-up and maintain Frequency Type and topics for content Responding/customer service Measurement Tools
(Shandrow, 2013)
Challenges you’ll face
I don’t see how it can help me business!
I like real-world networking not virtual!
My niche is too small! It takes too much time! It’s too confusing! There are too many
option!(Arruda, 2013)
Next week, we will discuss…
Content Creation and Blogging
To do: Read articles from #UticaCollegeSM and
comment Read Chapter 5 in the textbook Continue working on PPT presentations LinkedIn presenter should be ready to present,
make sure everyone explores LinkedIn and is ready to answer questions and discuss
References
Arruda, W. (2013, August 27). Three elements of an effective social media strategy. Forbes. http://www.forbes.com/sites/williamarruda/2013/08/27/three-elements-of-an-effective-social-media-strategy/
Cronin, A. (2014, January 20). 7 Things to Include in Your Brand’s Social Media Strategy. ClickZ. Retrieved on February 8, 2014 from http://www.clickz.com/clickz/column/2323003/7-things-to-include-in-your-brand-s-social-media-strategy
Sandler, J. (2012, December 26). Your social media marketing plan in 5 easy steps. ClickZ. Retrieved on February 6, 2014 from http://www.clickz.com/clickz/column/2203265/your-social-media-marketing-plan-in-5-easy-steps
Shandrow, K. L. (2013, September 16). 10 questions to ask when creating a social-media marketing plan. Entrepreneur. Retrieved on February 6, 2014 from http://www.entrepreneur.com/article/228324