1. 2 2 ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Goals and Strategies

2. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. After completing this chapter, students will be able to: ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LEARNING OBJECTIVES Define a social media plan Explain the social media marketing planning cycle Describe each step in the social media marketing planning cycle Identify five ways to listen and observe the social web 2

3. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. After completing this chapter, students will be able to: ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LEARNING OBJECTIVES Explain how to set social media marketing goals Describe how to create social media strategies List the 8 C’s of Strategy Development Detail how to link social media goals to actions Explain self-promotion versus building army of advocates on the social web 3

4. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Without goals, it will be unclear in which direction to go or how to ultimately measure success. With a well-defined destination in mind, appropriate strategies can be designed to achieve these goals. As such, the process of setting goals and determining strategies is crucial for success in the field of social media marketing. 4

5. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. What is a Social Media Marketing Plan? A social media marketing plan details an organization’s social media goals and the actions necessary to achieve them. 5

6. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Figure 2.1 Social Media Marketing Planning Cycle 6

7. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Social Media Marketing Planning Cycle Listening to what people are saying Setting goals by pinpointing the location, behavior, tastes, and needs of the target audience Defining strategies must be done on a case-by- case basis Identifying the target audience (market) Selecting tools where the target audience resides Implementing through well-defined tactics Monitoring social media marketing initiatives Tuning and improving the elements of the plan 7

8. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Listen and Observe: Five Stages 1.Listen to conversations about a brand or company 2.Listen to what people say about the competitors 3.Listen to what people say about the industry or category 4.Listen for the tone of the community 5.Listen to different social media channels 8

9. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Setting Goals Define the desired outcome such as: brand building increasing customer satisfaction driving word-of-mouth recommendations producing new product ideas generating leads handling crisis-reputation management, or integrating social media marketing with public relations and advertising 9

10. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Setting Goals (cont.) Goals must be flexible in the light of new developments while engaging in social media The most popular uses for social media include: Brand awareness and brand building Acquisition of new customers Introduction of new products and service Retention of current customers, and Market research 10

11. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Dell Reinvents Itself Through Social Media “Dell Lies, Dell Sucks.” the beginning of “Dell Hell.” In response to a poor Dell customer service experience, a blogger who gained a following, challenged Dell to “read blogs, write blogs, ask customers for guidance, and join the conversation.” And Dell did. By training its employees in how to listen and engage consumers on the social web. As a result, the company now has a strong relationship with the social media world, and has fostered a great deal of goodwill among its customer base. 11

12. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Dell Reinvents Itself Through Social Media The end goal is not just to become a better social communicator but to conduct business more productively, evolving from a twentieth-century enterprise into a twenty- first-century “socialprise.” 12

13. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Social Media Marketing Goals Social media marketing goals include but are not limited to: Building a Brand Increasing Brand Awareness Improving Brand Perception Positioning a Brand Expanding Brand Loyalty Increasing Customer Satisfaction 13

14. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Social Media Marketing Goals Driving Word-of-Mouth Recommendations Producing New Product Ideas Generating Leads Handling Crisis Reputation Management Integrating Social Media Marketing with Public Relations and Advertising Search Engine Optimization 14

15. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. The Eight C’s Of Strategy Development 1.Categorize social media platforms by target market relevancy 2.Comprehend the rules of the road on the platform by listening and learning how to behave, successfully spark conversation, and engage and energize the participants 3.Converse by acknowledging and responding to other users of the platform, always remembering to be a contributor, not a promoter 15

16. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. The Eight C’s Of Strategy Development 4.Collaborate with platform members as a means of establishing a mutually beneficial relationship with the platform participants 5.Contribute content to build reputation and become a valued member, helping to improve the community 6.Connect with the influencers so that you can enlist them to help shape opinions about your product or service 16

17. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. The Eight C’s Of Strategy Development 7.Community participation (and creation) can elicit valuable consumer suggestions for improving products and innovative suggestions for new products or service 8.Convert strategy execution into desired outcomes such as brand building, increasing customer satisfaction, driving word-of-mouth recommendations, producing new product ideas, generating leads, handling crisis reputation management, integrating social media marketing with PR and advertising, and increasing search engine ranking and site traffic 17

18. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. HubSpot Gets Results from Strategic Social Media Marketing The primary objective of HubSpot’s social media marketing campaign is to generate leads. HubSpot makes an effort to know its customers as people, essential for creating appealing content. HubSpot uses a large number of social media tools because “different people like different kinds of content”. The campaign is complete with calls to action in each channel. The result: a conversion rate of 5%. HubSpot’s success shows how taking a strategic approach to social media can produce solid business results. 18

19. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Linking Goals with a Call to Action In order to measure success, you need to clearly define what someone’s desired action would be There may be different calls to action for each aspect of a social media strategy There may be a series of calls to action that increase the engagement level with the consumer Your call to action should flow naturally from your marketing goals Getting to the sale is the final step in a chain of actions 19

20. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 20 Table 2.1 Marketing Goals and Lead Generation

21. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Self-Promotion vs. Building an Army of Advocates Benefits of “brand advocates” over self-promotion: Brand advocates will talk to their friends They produce natural positive recommendations from people who never need to be compensated These relationships pay dividends of goodwill and increased sales well into the future Having honest, regular people who are not employed by the company defend the brand can improve bad situations 21

22. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Exercise: The Kryptonite Bike Lock Fiasco In 2004, an online video demonstrated how to defeat a $50 Kryptonite lock using a Bic pen Five business days after the first forum post, Kryptonite announced a lock exchange program with existing customers in order to fix the lock’s vulnerability The firm’s actions were featured in a prominent book as a prominent example of what not to do in the face of a crisis Kryptonite is still followed by negative publicity from the “Bic-picking” scandal 22

23. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Review Questions 1.What factors led to the social media explosion of the Kryptonite story? 2.Do you agree with Donna Tocci’s claim that the company couldn’t have done much differently? If so, why? If not, what about its response could have been improved? 3.What can Kryptonite do now to prevent customers from getting inaccurate information about its products? 4.What can other companies learn from this experience in terms of listening to the community and designing their social media strategy and objectives? 23