SM Chapter 4

3 stages of social media marketing maturity

Trial
Transition
Strategic

Trial Phase

Firms test out social media platforms, but don't really consider how social media can play a role in the overall marketing plan

Transition Phase

social media activities occur, but systematic thinking starts to develop

strategic phase

social media activities are planned with clear objectives and metrics

Social media big 8

Share
Listen
Ask
Respond
Reward
Demonstrate knowledge in your field
champion your stakeholders
establish your voice

Why have a social media strategy?

Increase Revenue
People consume media differently
synergy between mediums

steps in strategic social media marketing planning?

Conduct
State
Gather
Select
Create
Establish
Execute & measure

step 1 Conduct:

A situation analysis
-where are we now?
-social media audit

step 2 State:

the objectives & budget
-exposure,traffic, engagement

SMART

Specific, Measurable, Action-oriented, Realistic, Time Lined

top objectives marketers pursue

increased exposure

how do you tend to measure the ROI of social media advertising?

with engagement

how much do companies spend per month on social media marketing?

$4,000-$7,000

step 3 Gather:

target audience insight
-buyer persona
-hubspot
-email open rate 6x

Step 4 Select

social zones & vehicles
-social community, social publishing, social entertainment, social commerce
-

step 5 Create

an experience/content strategy
-establish a tone of voice

dimensions of brand experience

trigger senses
evoke feelings
activate behavior
stimulate perception

4 Types of Influencers

Nano
Micro
Macro
Mega

Nano

lowest, 100+ followers, usually has the strongest relationship with a brand

Micro

low, 1,000+ followers

Macro

high, 10,000+ followers, loyal

Mega

highest, 100,000+ followers, low to moderate brand loyalty & brand trust

Rules for Posting Content

10% Promotion
20% Shared
70% Original, Relevant & Fun

Step 6 Establish:

activation plan
-how do we make it happen?
-who is responsible?

Step 7 Execute & Measure

the campaign
-what metrics will allow you to assess effectiveness?
-how will you collect data?

Typical Mistakes

-staffing
-content
-time horizon
-focus of objectives
-user benefits
-measurement

Organizational structures for social media marketing management

centralized
organic
honeycomb
coordinated
dandelion

centralized structure

social media department reports to the CMO or CEO and is responsible for all the social media activations

organic structure

all employees represent the brand and work into their roles
-training is typically provided, but companies lose control over what employees say

honeycomb structure

the least used model - employees are empowered to use social media according to the company's strategy

Coordinated structure

most commonly used model - team of employees are cross-functionally trained to address social media needs

dandelion structure

strategic business units that represent a core brand are tasked with managing aspects of social media that pertain to their area