Goals, Objectives, Strategies, and Tactics for a Social Media Campaign

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Goals, Objectives, Strategics and Tactics for a Social Media Campaign. Week 3 for PRL 408 at Utica College. Spring 2014.


<p>History of Social Media </p> <p>Objectives, Strategies, Tactics</p> <p>Week #3February 12, 2014</p> <p>Utica CollegePRL 408: Social MediaThomas Armitage</p> <p>In todays lesson</p> <p>Past weeks articles Importance of a strategic planWhats in a planCreating goalsCreating objectivesDeveloping strategiesExecuting tacticsChoosing your platformThings to considerChallenges youll face</p> <p>Past weeks articles</p> <p>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</p> <p>Past weeks articles</p> <p>Importance of a plan</p> <p>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</p> <p>Whats in a plan</p> <p>BackgroundTarget AudienceGoalStrategyObjectivesTactics and Execution ResponsesToolsBudgetEvaluation</p> <p>Creating goals</p> <p>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</p> <p>Mapping out a strategy</p> <p>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</p> <p>Creating objectives</p> <p>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. </p> <p>(Sandler, 2012)</p> <p>Executing tactics</p> <p>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.</p> <p>Goal</p> <p>Strategy</p> <p>Objectives</p> <p>Tactics</p> <p>#1 #2 #3</p> <p>#1 #2 #3 #4 #5 #6</p> <p>Choosing you platforms</p> <p>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?</p> <p>Things to consider</p> <p>Target audience (marketing personas)Demographics, psychographics, interestsYour voiceDifferentiatorsAdvertising opportunities and budget Proactively considering things that can go wrong, dealing with negative feedbackContent calendar</p> <p>(Sandler, 2012)</p> <p>Things to consider Pt. 2</p> <p>Staff who will set-up and maintainFrequencyType and topics for contentResponding/customer serviceMeasurementTools</p> <p>(Shandrow, 2013)</p> <p>Challenges youll face</p> <p>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!</p> <p>(Arruda, 2013)</p> <p>Next week, we will discuss</p> <p>Content Creation and Blogging</p> <p>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</p> <p>References</p> <p>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</p> <p>16</p>