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