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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
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)
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