L11 Tactical planning and execution Flashcards
Tactical Planning
· Actions taken to execute the social media strategy
· The strategy considered the situation analysis, target audience, and objectives to guide the zones of social media that the brand can best use to reach and engage the target audience
· The tactics will guide the brand’s activities in the zones of social media marketing, but must do so in a way that fits with the objectives
Tactical planning: Which steps required?
· Determining the right channels
· Determining the content to deliver the desired experience
· Rules of engagement
· Schedule
· It also involves developing processes to create, produce, and deliver the content, conversation, and other experiential elements of our strategy
A Process Perspective
- Analytics
- Goal Setup
- Key Performance Indicator
- Execution
- Reporting
- Monitoring
- Re-assesment
THE WHY
Strategy and objectives
THE WHY
Objectives and Action Model (Tuten & Solomon, p. 159):
Strategic Objectives
- Create brand awareness
- Build brand image and reputation
- Differentiate brand from competition
- Generate demand/acquire customers
- Retain customers/build loyality
THE WHO
Target group(s)
THE WHO
Personas
Fig. 5.1 Persona Template
THE WHERE
Channels
THE WHERE
Channel plan
· Determines where the brand will engage with the target audience
· Important to ask whether brand image, voice, and tone fit with the channel culture
The culture, guidelines and rules, and functionality of each prospective channel will influence what can and should be shared, how people engage with each other, and choices about the timing and frequency of participation
THE WHERE:
Channel-considerations
· Who uses this channel, what are they using it for, and how much time do they spend here?
· What are conversations like here? What kinds of content work best here?
· Will participation in this channel help us meet our objectives? Does it make sense for our business to use this channel?
· What specific goals can be pursued here given the channel’s functionality? Do these goals relate to objectives in our strategic plan?
· Can we establish a unique presence and make a valuable contribution to the community? Does our brand image, voice, and tone fit with the channel culture?
· Are our competitors present here? If so, how are they performing?
· If we participate in this channel, what will we contribute? What will we ask fans and followers to do when they engage with us and after engagements? Share? Comment?
Does the channel offer paid media options to ensure audience reach and the ability to target specific audience segments?
THE WHERE
Channel-characteristics
The different some-platforms: Facebook, Twitter, Pinterest, Youtube, LinkedIn, Instagram, Snapchat
- Focus
- Demographic overview
- Typical use
- Best for B2B or B2C?
- Best for brands to meet these objectives?
- Media used
- Best Content
- Sample Tactics
THE WHAT
The experience
The what:
Content
· Which experience will the brand offer the audience?
· It must be consistent with the brand’s image and be valuable to the audience
· Must be able to attract attention, break through a clutter, deliver the intended message, and aid comprehension and recall, while positively influencing brand attitudes and purchase intent
· It should be discoverable so that the brand appears during relevant searches
· It should be authentic and conversational to fit the culture of social media
· One or more types of content employed
· A content type is an information asset whose attributes distinguish it from all other kinds of content
· Marketers should consider which types of content are typical for the SNS where the content will be deployed, fit the tactic’s strategic intent, most popular among the target audience, best for relaying brand messages, and feasible given the staffing, creative, monetary, and temporal resources of the brand
Tuten & Solomon, 2021, p. 168
The what:
Content Strategy Model
- Content Type
- Suitable for Objective
- Participatory/Shareable
- Publish to Channels
- Promote on Channels
- Desired Action
- Cost/Difficulity
The What
Content strategy
· Is the target audience actively seeking information about your brand?
o Is their attitude toward the brand positive?
o What content or information do they need?
o Can you help solve a “pain point” in their jobs or lives?
o What can you offer them that they would care about?
· What differentiating value can your brand bring? What can you develop that is truly different from and more valuable than that of the competition?
· What could we develop that will be synergistic with the brand’s overall marketing efforts?
· What do we need to say? What will the target audience be receptive to?
· What content types will be used? Can the content be developed as a series to increase impact?
· What resources do you have already or can you acquire to develop content?
o Can you syndicate content from existing sources?
o Can you provide value through curating content from other sources? If original content, do the resources exist in-house?
o Who in the company has the expertise to help?
o What internal assets and other content do you already have?
What resources (staffing, partners, vendor services) will you need?
