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SM Marketing Plan

This document outlines six key steps to creating an effective social media marketing plan: 1) Identifying the target audience for each social media platform. 2) Performing a competitive analysis to understand a company's position. 3) Identifying core topics and creating value without overselling. 4) Determining the appropriate tone and frequency of social media updates. 5) Engaging the audience through participation and response. 6) Obsessing over analytics to track impact and measure success.

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960 views9 pages

SM Marketing Plan

This document outlines six key steps to creating an effective social media marketing plan: 1) Identifying the target audience for each social media platform. 2) Performing a competitive analysis to understand a company's position. 3) Identifying core topics and creating value without overselling. 4) Determining the appropriate tone and frequency of social media updates. 5) Engaging the audience through participation and response. 6) Obsessing over analytics to track impact and measure success.

Uploaded by

HHsome
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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How to create a strategic social media marketing plan

Ida-Maria Tigerstedt

Assignment Social media in marketing

18.11.2013

Abstract Date of presentation Degree programme Author or authors Ida-Maria Tigerstedt Group or year of entry Resto10 Title of report #o$ to create a strategic social media marketing plan Teacher/s or supervisor/s %o&anna #einonen-Salakka !"ffe10 Number of pages and appendices

Keywords

Table of contents
1 Introd"ction..................................................................................1 2 Si' steps of an effecti(e social media marketing plan.................2

ntroduction

)it&in t&is report t&e t&eor* and steps a+o"t &o$ to create a strategic Social Media marketing plan is presented. Most small-+"sinesses entreprene"rs "nderstand t&e importance of t&e social media as part of t&eir compre&ensi(e marketing strateg* and are f"ll* a$are of it +eing a (er* critical component. T&e* also kno$ it is an afforda+le comm"nication tool, t&e* -"st do not kno$ $&ere to start. ./penfor"m 20130 !* "sing t&e social media and social net$ork platforms s"c& as +logs, 1ace+ook, T$itter, M*Space, 1lickr and 2o"T"+e it is a fact t&at t&e compan* +rand is a+le to spread to t&e $&ole $orld. /ne m"st not forget t&at t&e +est res"lts are ac&ie(ed $&en se(eral platforms are "sed and cooperating $it& eac& ot&er. T&e "sage of t&e social net$orks strengt&ens t&e compan*3s presence online and dri(es traffic to t&e &omepages. T&e social media also makes it easier to point o"t t&e a"dience, since t&e* are all t&ere, and 4free5 personal information of c"stomers are -"st $it&in reac&. T&e social media is m"lti-faced and relies on t&e ot&er e-marketing tactics t&e compan* "ses and can t&erefore ne(er +e "sed alone and in isolation. To gain t&e f"ll ad(antage of t&e social media one need to "nderstand t&e demograp&ics and mind sets of t&ese c&annels. If not "nderstood properl* t&e social media ma* ca"se onl* +acklas&. .Re(ene$s 20110

! "i# steps of an effective social media marketing plan


T&e internet is o(erloaded $it& different opinions and (ie$s on t&is s"+-ect and t&e cr"cial steps of an effecti(e social media marketing plan is alleged to +e e(er*t&ing +et$een fi(e and fifteen. #o$e(er t&is report presents si' main steps to s"ccessf"l social media marketing. !$1 dentifying the audience T&e first and pro+a+l* most (ital step $&en creating a strategic plan for social media marketing is to kno$ t&e a"dience of t&e compan*. )&o is t&e ideal c"stomer and $&o is t&e compan* tr*ing to reac&6 1or e'ample t&e primar* a"dience of 1ace+ook are $omen +et$een t&e ages of eig&teen and t$ent*-nine $&ile t&e "sers on 7inkedIn are primaril* grad"ate-le(el ed"cated males. Armed $it& t&is information t&e compan* can matc& "p t&e marketing efforts $it& t&e social net$orks preferred +* t&e target a"dience. ./penfor"m 20130 !$! %ompetitive analysis Step t$o is a+o"t t&e competiti(e anal*sis of t&e compan* and is a ke* component of an* marketing strateg* reall*. )&en tr*ing to find o"t t&e compan*3s position in t&e social sp&ere8 not onl* t&e competitor3s strengt&s s&all +e o+ser(ed +"t also t&e $eaknesses. Starting $it& performing a competiti(e deep-di(e and generating disc"ssions $ill enlig&ten t&e entreprene"r a+o"t t&e compan*3s sit"ation. ./penfor"m 20130

!$& %ore topics and creating value Step t&ree is a+o"t identif*ing core topics and creating (al"e $it&o"t o(er-selling and +arging. A strategic social media plan re9"ires more effort t&an -"st a fe$ stat"s "pdates. 1or e'ample offering disco"nts and pro(iding in(iting information a+o"t t&e compan*3s prod"cts and ser(ices in +ot& a creati(e and effecti(e $a* is t&e $a* to do it. ./penfor"m 20130 !$' Tone and fre(uency T&e fort& step is a+o"t identif*ing t&e tone and fre9"enc* of t&e compan*3s social media "se. T&e social media a"dience is a (er* pick* a"dience. T&e* "s"all* do not appreciate &ig& sales pitc&es +"t still like to +e engaged some&o$, t&o"g& $it&o"t +eing o(ersat"rated. 1inding t&is fine +alance is essential $&en stri(ing after s"ccess. :"estions like8 $&at topics, &o$ fre9"entl* t&e compan* s&o"ld post and to $&at net$orks, are cr"cial and +eing fle'i+le eno"g& to steadil* adapt to t&e feed+ack recei(ed is ine(ita+le. If for e'ample ten posts a da* leads to a drop of follo$ers, tone do$n of t&e fre9"enc* s&o"ld +e e'perimented and ne$ res"lts meas"red. ./penfor"m 20130

!$) *ngagement T&e fift& step is a+o"t engaging t&e compan*3s a"dience. T&is is t&e factor t&at t&e $&ole social media concept is +"ilt aro"nd. If someone for e'ample asks a 9"estion t&is poster is e'pected also to stick aro"nd, participate, recei(e and respond. 1"rt&ermore t&e social media is not onl* a p"+lis&ing platform, it re9"ires contin"o"s effort and inp"t of t&e compan*3s marketing manager. ./penfor"m 20130

!$+ ,bsessed with analytics T&e si't& and last step is a+o"t +eing o+sesses o(er t&e anal*tics. )it&o"t follo$ing, meas"ring and anal*;ing one &a(e no cl"e a+o"t $&ic& direction t&e compan* is &eading. Most social media platforms toda* &a(e +"ilt-in anal*tics and marketers are a+le to track t&e +iggest impact making "pdates and posts and identif*ing t&ese +* t&e n"m+er of recei(ers reac&ed. 1"rt&ermore meas"ring t&e compan* $e+site3s traffic and leads is t&e ke* to meas"re t&e social media s"ccess. If t&e strateg* is effecti(e t&ere $ill +e an apparent increase in +ot& t&e traffic and t&e leads from t&e social net$orks. ./penfor"m 20130

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!i+liograp&* /penfor"m. 2013. Social media marketing plan= > steps to creating a strateg*. ?R7= &ttps=@@$$$.openfor"m.com@articles@social-media-marketingplan->-steps-to-creating-a-strateg*@. Accesses 8.11.2013 Re(ene$s. 2011. T&e 10 internet marketing c&annels cr"cial to *o"r s"ccess in 2011. ?R7= &ttp=@@$$$.re(ene$s.com@searc&engine-marketing@t&e-10-internet-marketing-c&annels-cr"cial-to*o"r-s"ccess-in-2011@. Accessed 8.11.2013

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