Goals, Objectives, Strategics and Tactics for a Social Media Campaign. Week 3 for PRL 408 at Utica College. Spring 2014.
History of Social Media
Objectives, Strategies, Tactics
Week #3February 12, 2014
Utica CollegePRL 408: Social MediaThomas Armitage
In todays lesson
Past weeks articles Importance of a strategic planWhats in a planCreating goalsCreating objectivesDeveloping strategiesExecuting tacticsChoosing your platformThings to considerChallenges youll face
Past weeks articles
Understanding Goals, Strategy, Objectives And Tactics In The Age Of Social -http://onforb.es/1jl9sJM7 Things to Include in Your Brands Social Media Strategy - http://bit.ly/1iyL2cWFor Viewers, Sochi Will Be First Fully Mobile Olympics - http://bit.ly/1g4hVgI
Past weeks articles
Importance of a plan
Like PR and marketing, social media work must be strategically planned in order to accomplish a business goalTransition from lets get involved to lets accomplish somethingAccountabilityTimelinesGetting budgets approvedA social media plan should be one component of your overall marketing plan
Whats in a plan
BackgroundTarget AudienceGoalStrategyObjectivesTactics and Execution ResponsesToolsBudgetEvaluation
The biggest, most important thing(s) you want to accomplishOften times, one goal can workA goal will not happen overnight, but requires much time, attention and workExample: Increase online sales from social media referrals by 25% by the end of 2014
Mapping out a strategy
Your roadmap as to how to achieve your goalStrategy helps to keep focus, and keeps all efforts pointed in the same directionExample: Persuade consumers that our products are top of the line and our online shopping experience is superior to competitors
Smaller, more manageable benchmarks that will help achieve the goalEnsure that all goals and objectives meet the SMART criteriaShould have multiple objectivesExample: 1) Boost traffic to our website by way of social media sites by 15% by the end of 2014. 2) Boost engagement rates on Facebook and Twitter by 30% by the end of 2014. 3) Obtain 10,000 views on each of our product review videos by the end of 2014.
Usually, many tactics are needed to accomplish objectives (and essentially accomplish the goal) For social, each platform should be its own tacticInclude detailsExample: Carry out a Twitter campaign that features daily organic posts on topics X, Y and Z, paired with ongoing targeted promoted tweet with a spend of $1,000/month, while tracking analytics monthly through 2014.
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Choosing you platforms
Who is your target audience?Which platforms best fit your objectives?How familiar are you each?What resources are available?How much is in your budget?
Things to consider
Target audience (marketing personas)Demographics, psychographics, interestsYour voiceDifferentiatorsAdvertising opportunities and budget Proactively considering things that can go wrong, dealing with negative feedbackContent calendar
Things to consider Pt. 2
Staff who will set-up and maintainFrequencyType and topics for contentResponding/customer serviceMeasurementTools
Challenges youll face
I dont see how it can help me business!I like real-world networking not virtual!My niche is too small! It takes too much time!Its too confusing!There are too many option!
Next week, we will discuss
Content Creation and Blogging
To do:Read articles from #UticaCollegeSM and commentRead Chapter 5 in the textbookContinue working on PPT presentationsLinkedIn presenter should be ready to present, make sure everyone explores LinkedIn and is ready to answer questions and discuss
Arruda, W. (2013, August 27). Three elements of an effective social media strategy. Forbes. http://www.forbes.com/sites/williamarruda/2013/08/27/three-elements-of-an-effective-social-media-strategy/Cronin, A. (2014, January 20). 7 Things to Include in Your Brands Social Media Strategy. ClickZ. Retrieved on February 8, 2014 from http://www.clickz.com/clickz/column/2323003/7-things-to-include-in-your-brand-s-social-media-strategySandler, J. (2012, December 26). Your social media marketing plan in 5 easy steps. ClickZ. Retrieved on February 6, 2014 from http://www.clickz.com/clickz/column/2203265/your-social-media-marketing-plan-in-5-easy-stepsShandrow, K. L. (2013, September 16). 10 questions to ask when creating a social-media marketing plan. Entrepreneur. Retrieved on February 6, 2014 from http://www.entrepreneur.com/article/228324