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Page 1: Social media marketing strategy 4th

Haaga-Helia University of Applied Sciences Assignment 4 1 Banh Thu Phung 1004416 16.10.2011

Social Media Marketing Strategy

Social Media has become an effective tool for businesses to launch their

marketing strategies. In comparison with advertising and public relations,

social media is a two-way communication to build a bond with

customers by getting their engagement. While companies large and small

are rushing to explore the use of social media, there is a need for a

proper strategy to gain success and avoid unexpected results. (Falls,

2009)

The following is a sequence of steps that marketer should consider when

developing a social media marketing strategy.

Define your goals and objectives

Many companies and organisations get involved in social media without

any clear goal or purpose for it. Before jumping into this space,

businesses have to identify their expected result:

- Enhance more brand awareness(O'Flynn, 2011)

- Monitor brand reputation and image(Gupta, 2011)

- Help recruiting(Johnson, 2011)

- Increase sales(O'Flynn, 2011)

Keep it SMART (Shin, 2010)

Do research

It is essential to find the most popular social media channels of your

target audiences. For example there is no point to create a Facebook fan

page in Japanese market whereMixiis the biggest social networking site.

It is a complete waste of time and effort if marketers choose

inappropriate platforms to establish their marketing strategy because it

will not help them reach their most potential audience

group.(Kaupenberg, 2011)

For internal research, it would be an advantage if some of your staffs

have some previous experiences in this scope. Moreover, adjusting

Page 2: Social media marketing strategy 4th

Haaga-Helia University of Applied Sciences Assignment 4 2 Banh Thu Phung 1004416 16.10.2011

current website or any other social media tools that your company uses is

really important.(Reis, 2011)

Learning from your competitor would be a wise approach to perfect

your strategy. It is a right time for benchmarking.(Kaupenberg, 2011)

Build a bridge to your customer

Once obtaining your social identities on social networking sites, staying

consistent is the backbone of success and also the only way to get

audience’s attention. Stay connected and keeps updating!(Falls, 2009)

To build up and strengthen relationship with customers, marketers need

to trigger the conversation with them, keep on track and quick respond

to any comments related to their business. Marketers should be patient

and get the feedbacks with a constructive attitude. Many social media

campaigns fail in maintaining their interaction with customer as it

decreases customers’ engagement obviously. Observing and

sharing!(Shin, 2010)

To improve your reach, just hold a strong connection with big

influencers in your industry. These influencers can be big brands which

are well-known or famous bloggers or simply celebrities.(Spark, 2011)

Define your measures of success

It can be defined by increase in sales volume, level of public awareness,

recruitment and so forth.(Shin, 2010)

Changes in your business networks and number of valuable feedbacks

are also measures to your marketing strategy success.(Kaupenberg, 2011)

Evaluate and control

By analysing result and considering valuable feedbacks, your business

performance will be improved clearly. (Kaupenberg, 2011)

Social media world develops at a rapid pace thus your social media must

adjust quickly in order to adapt the situation. Moreover, fast response

contributes enormously to your social marketing strategy success. (Reis,

2011)

Page 3: Social media marketing strategy 4th

Haaga-Helia University of Applied Sciences Assignment 4 3 Banh Thu Phung 1004416 16.10.2011

Bibliography

Falls, J. (2009, 6 16). www.socialmediaexplorer.com. Retrieved 10 16, 2011, from Social Media Explorer:

http://www.socialmediaexplorer.com/social-media-marketing/the-key-to-developing-a-

social-media-strategy/

Gupta, S. C. (2011, 6 15). www.netvani.com. Retrieved 10 16, 2011, from Netvani:

http://netvani.com/blog/?p=207

Johnson, K. (2011, 3 29). www.versantsolutions.com. Retrieved 10 16, 2011, from Versant:

http://www.versantsolutions.com/share/blogs/?id=4294967315&blogid=91

Kaupenberg, J. (2011, 6 8). www.vimm.com. Retrieved 10 16, 2011, from Vivid Image:

http://www.vimm.com/5-step-social-media-strategy/

O'Flynn, A. (2011, 8 18). www.logicpath.com. Retrieved 10 16, 2011, from Logic Path:

http://logicpath.com/blog/general/using-social-media-to-increase-sales-and-brand-

awareness

Reis, J. (2011, 6). www.learnthat.com/. Retrieved 10 16, 2011, from Learn That:

http://learnthat.com/2011/06/5-step-social-media-strategy-planning-process/

Shin, N. (2010, 7 21). www.socialmediaexaminer.com. Retrieved 10 16, 2011, from Social Media

Examiner: http://www.socialmediaexaminer.com/7-steps-for-a-successful-social-media-

strategy/

Spark, D. (2011, 3 2). www.prdaily.com. Retrieved 10 16, 2011, from Ragan's PR Daily:

http://www.prdaily.com/Main/Articles/Need_a_social_media_strategy_Heres_your_7ste

p_plan_7385.aspx