1. Social Media Marketing Strategy2

2. 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?
How can organizations structure themselves to support social media marketing?
What are the key components of an organizational social media policy?

3. 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.
Good business decisions not ‘anecdotal’ / gut instinct, but good research
Table 2.1 illustrates the structure of a marketing plan. Table 2.2 illustrates a social media marketing plan outline. Appendix A illustrates a sample social media marketing plan.

4. Stages of Social Media Marketing Maturity
Trial Phase
Transition Phase
Strategic Phase

5. What are the Steps in Social Media Marketing Planning?
Conduct a situation analysis
State objectives
Gather target audience insight
Select social zones and vehicles
Create an experience strategy
Establish an activation plan
Execute and measure campaign

6. 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 them
Clarifies the desired outcome
Specifies measures of success (metrics!)

7. Good Plan Characteristics
Understand the marketplace
Establish clear measurable objectives
Define performance targets
Identify a customer group
Explain what customers want
Develop strategies tied to objectives (4 Ps)
Include measurement plan

8. 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.

9. Situation Analysis
Are there linkages between direct strategy and social?
What activities can be tied to social media?
What resources can be directed to social?
Is the organization prepared for social?
Who are our customers? Are they social users?
Who are our competitors? What social media activities are they using?
What key trends may affect our decisions?

10. Table 2.3 Honda’s Social Media SWOT Analysis
Social Media Marketing, 2e©
© Tracy L. Tuten and Michael R. Solomon 2015

11. Step 2: Objectives and Budgeting
Task (what is to be accomplished)
Measurable quantity (how much)
Time frame (by when)

12. Objectives and Metrics
Ensure accountability
Demonstrate financial contribution of marketing efforts
Help us to work smarter and more efficiently

13. Develop SMART objectives
Specific
Measureable
Action-oriented
Realistic
Time-lined

14. Sample Objectives Increase market share
Increase the number of comments on a blog
Increase sales revenue
Reduce costs
Achieve branding goals
Achieve customer relationship management goals

15. 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?
Chapter 3 will tell you more!

16. Step 4: Select Social Zones
Considering our objectives, budget, overall direct strategy and segment insight, which zones should be used and how?
Social relationship
Social publishing
Social entertainment
Social commerce
The idea of the video Thursday and your effort at evaluating them for your project.

17. Figure 2.1: Honda’s Zones Social Media Marketing, 2e©
© Tracy L. Tuten and Michael R. Solomon 2015

18. Step 5: Developing an Experience Strategy
What are the campaign goals and/or communication tasks? Here the planner reviews these decisions and provides a succinct overview of the goals.
What is unique and special about the brand’s position in the marketplace? Campaign work should leverage the brand’s positioning strategy.
Who is the target audience? What do you want the audience to do? Do you want them to talk to the brand? Create and share content?
Is there another group of people who can persuade the target audience to follow them? This group is your influencers. Why would these people want to share your message with others? What‘s in it for them?

19. Developing an Experience Strategy (2)
What are the existing creative assets? How can the brand’s creative foster a social experience and be repurposed for social?
How can we integrate with other branded media being used by the organization, and how long do we have to execute?
What experiences are possible given target market needs and motives, the available channels, and the creative assets? How can we design these experiences to maximize device portability and access?
What content will be needed? Comments? Questions and polls? Video? Images? Stories? Apps?
How will experience engagement be extended and shared throughout the social channels?

20. 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?

21. Step 7: Manage and Measure
What metrics will allow us to assess effectiveness?
How will we collect the data to assess?
Standards of conduct
Disclosure requirements
Standards for posting corporate information

22. Organizational Structures for Social Media Marketing Management
Centralized
Organic
Honeycomb
Coordinated
Dandelion

23. Managing Social Media Accounts & Hootsuite Certification
Social Media Marketing, 2e©
© Tracy L. Tuten and Michael R. Solomon 2015

24. 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?