SOSTAC Flashcards
What is SOSTAC?
S - Situation analysis
O - Objectives
S - Strategy
A - Action
C - Control
What question best describe situation analysis
Where are we now?
What question best describe objectives?
Where do we want to be?
What question best describe strategy?
How do we get there?
What question best describe tactics?
How exactly do we get there?
What is action?
The details of tactics, who does what and when
What question best describe control?
How do we monitor performance
what is the 5S?
- sell
- Serve
- Sizzle
- Speak
- Save
What is sell in objective?
Sell - getting new customer and keeping them
What is serve in objective?
Serve - customer satisfaction targets
What is sizzle in objective?
Sizzle - site stickiness, visit, duration
What is speak in objective?
Speak - trialogue: numbers of engage customers
What is save in objective?
Save - quantified efficiency gains
What is the strategy in SOTAC?
- Segmentation, targeting, and positioning
- OVP (online value proposition)
- Sequence (credibility before visibility)
- Integration (Consistent OVP) and database
- Tool (web functionality, e-mail, IPTV, etc.)
What is OVP?
Online value proposition
What is the tactics in SOTAC?
- E-marketing mux, including the communication mix, social networking, what happens when?
- Details of contact strategy
- E-campaign initiative schedule
What is the action in SOTAC?
- Responsibilities and structures
- Internal resources and skills
- External agencies
What is the control in SOTAC?
- 5S + web analytics - KPIs
- Usability testing/mystery shopper
- Customer satisfaction surveys
- Site visitor profiling
- Frequency of reporting
- Process of reporting and actions
What is the situation analysis in SOTAC?
- Goal performances (5S)
- customer insights
- E marketplace SWOT
- Brand perception
- Internal capabilities and resources
What situation can be in the situation analysis?
Understand where you are now. This means looking at your current market, competitors, and your strengths and weaknesses.
What is the example of objective?
Set 1,000 more website visitors in 3 months
What is the example of tactics?
Use social media ads or email marketing
What is the example of action?
Post twice a week on Instagram or run ad for 30 days
What is the example of control?
Check how many people clicked your ad or visited your website
What is the formular for control?
5S + web analytics - KPIs
