Social Media Campaign Planning Flashcards
What is Strategic Planning?
Identifying objectives and deciding how to accomplish them, implementing the actions required and measuring how successful the activity has been.
How do you ensure business alignment?
- Business Plan
- Marketing Plan - Supports the BP
- Digital/Social Media Marketing Plan - Supports the MP as part of the Marketing Communications Mix
What are examples of Social Media Marketing Activities?
- Blogs
- Viral Content/Word-of-Mouth
- Micro-Blogging
- UGC
- Product Reviews
- Co-Hosted Online Communities
What is the Trial Phrase of SMM?
Don’t consider how SM can play a role in the overall marketing plan. Focus on the platform rather than a strategy.
What is the Transition Phase of SMM?
A more systematic way of thinking develops. Links are made between social and other parts of the comms mix.
What is the Strategic Phase of SMM?
A formalised planning process is adopted. Full integration with the organisations marketing and business goals.
What should be analysed for SMMs Internal Environment?
- Activities in the overall MP that can be leveraged of SM
- What are the organisations digital objectives
- Can the corporate culture support the ‘decentralised’ norms of SM
- What resources exist that can support social media activities
What should be analysed for SMMs External Environment?
- Customer relationships with SM
- Competitors’ SM activity
- Key environmental trends (PESTLE)
What does the organisation expect to accomplish through SMM?
- Promotional Objectives
- Service Objectives
- Retail Objectives
- Research Objectives
What to consider when looking at target audience?
- Which segments do we target
- What are the characteristics of the segments
- What are their media habits
What mix of the 4 zones will help us achieve our objectives?
- Social Community Zone Strategies
- Social Publishing Zone Strategies
- Social Entertainment Zone Strategies
- Social Commerce Zone Strategies
