Mary Lou Roberts PLANNING A SOCIAL MEDIA MARKETING CAMPAIGN September 2011

2 BY NOW YOU SHOULD BE THOROUGHLY FAMILIAR WITH Social Media Marketing Chapter (8/31) Developing a Direct Marketing Plan (Today)

Mary Lou Roberts SOCIAL MEDIA STRATEGY – THE PROCESS September LISTENCOMMUNICATEENGAGECOLLABORATE

Mary Lou Roberts WHAT DOES OWYANG MEAN? September

September FOCUS ON CUSTOMERS THEN YOUR BUSINESS STRATEGY

Mary Lou Roberts ALTIMETER CALLS IT ‘SOCIALGRAPHICS’ September

Mary Lou Roberts Where are your customers online? What are your customers social behaviors online? What social information or people do your customers rely on? What is your customer’s social influence? Who trusts them? How do customers use social technologies in the context of your products? QUESTIONS MARKETER MUST ASK September

Mary Lou Roberts DOES IT ADVANCE OUR BUSINESS STRATEGY ? September

Creating Your Social Media Plan by Lisa Barone on 05/19/2009 · 73 comments |73 comments Some things you’ll want to address are: How will social media be integrated into the company’s core strategy? Who from the company will engage? Will there be one voice? A team using one branded account? Personal accounts? How much time will be spent on social media? How long will the company “test” the different sites before evaluating their success? If a serious fire breaks out, what is the proper protocol and who needs to become involved? If you enter into social media without a plan, you will fail. Period. September

Mary Lou Roberts GOOD PLAN September Build Reef Balls

Mary Lou Roberts STARTED OK February

EXECUTION DISASTER Their Reef BallOur Reef Ball September

Mary Lou Roberts September Over 30 participants and staff 5 links sent in 9 comments Several people ed me to say thanks! The THE AUDIENCE

Mary Lou Roberts THE ULTIMATE CHALLENGE! September Used with permission of Deshannee Johnice

September INTEGRATE MESSAGE(S) ACROSS ALL MEDIA CHANNELS TO ACHIEVE BUSINESS OBJECTIVES

September COROLLARY Social Media Does Not CANNOT Stand Alone

Mary Lou Roberts Understanding of Customer Behavior Understanding of Best Practices on Various Platforms Understanding of Customer Behavior on Various Platforms SUCCESSFUL PLANNING REQUIRES September

Mary Lou Roberts THE PLANNING HIERARCHY February

Mary Lou Roberts KEY ELEMENTS OF SMM PLAN September Define the Marketing Problem Do We Need to Acquire More Fans for Our Facebook Page? Increase the Quality of the Online Customer Experience? Establish Program Objectives Acquire 2,000 New Fans Next Fiscal Quarter Keep Post Quality at 6 or Above Throughout Next Fiscal Quarter Develop Action Plan Online Content Management Plan Construct Platform Deploy Content According to Plan Identify Evaluation Metrics Use Facebook Insights including Post Quality Develop Internal Metrics for Quality of Interaction Identify Metrics for Relationship Between Facebook and Twitter Execute and Evaluate Program Launch Fan Acquisition Program on April 1 Facebook Team Meets Weekly to Track, Evaluate Report to CMO in early July

MARKETING OBJECTIVES September MARKETING OBJECTIVES Share of Market Sales Revenue Number of Channel Members Price Target Gross Margin Target Profit Target Drive Visitors to Website Increase Time on Site EXAMPLES Increase from 12% to 15% Increase by 10% Increase Number of Retail Outlets to 4,000 Maintain Average Price of $49.99 Achieve GM of 40% Achieve NP of 20% 10,000 New Unique Visitors Increase Average Visit from 1.5 to 3 Minutes

February SMM OBJECTIVES This plan includes the tactical objectives to be used to accomplish two primary goals of social media: 1. Increase unique traffic to X.com 2. Convert anonymous traffic to known visitors by promoting premium content to visitors from social media sites via free content. ???

Mary Lou Roberts METRICS MUST BE BASED ON OBJECTIVES September

Mary Lou Roberts OBJECTIVES MUST BE SMART September S mart M easurable A ctionable R ealistic T ime Sensitive

Mary Lou Roberts DM MARKETING PLAN OVERVIEW September

February

Mary Lou Roberts Product/Service > Usually a Given Price > Usually a Given INTEGRATED COMMUNICATIONS PLAN FOCUSING ON SOCIAL MEDIA – Includes Other Online, Offline Media as Appropriate Distribution/Fulfillment >What Platforms, Services, Agency Support Required Quality, Customer Service Issues Directly Related Tech. Infrastructure, Data Requirements – Access to Customer Database for Analytics – Access to Customer Lists PLAN COMMENTARY September

Mary Lou Roberts KEY TAKE-AWAYS September Planning Essential – At Multiple Levels Objectives Basis for Evaluation Metrics Increasingly Important/ Available By Platform – Integrated Dashboard “Impossible” Level/Detail of Planning Depends Whether Agency or Internal Complexity of Program Level of Strategy/Media Integration