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Here is a simple method instrument I have developed to help my clients to express the main targeted objectives they would like to reach through their Social Media efforts. For any question contact me at [email protected]
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Engaging Consumers with Brands
Social Media Objectives Definition Form
Consumers Engagement Marketing
By Thierry Cellerin, CEO and Founder of BuzzFactory Ltd. ([email protected])
Engaging Consumers with Brands
Determining Precisely your Goals is the Key of your Success Social Media Objectives Definition Work Process
What are your goals? Which one is a priority? What do you want to achieve? How do you want your brand and product to be seen and discussed online?
Before embarking on any Social Media markeIng campaigns, it is essenIal to set your goals and define your prospects or target audience. Without a clear understanding of what you want to achieve and who you want to reach, your social media acIviIes and promoIonal campaigns will not be focused and the results may be fragmented and weak.
BuzzFactory’s Social Media Objec.ve Defini.on Form is an operaIonal quesIonnaire that will help you idenIfy and prioriIze your Social Media goals. As we strongly recommend, key objecIves must be discussed and agreed together with your company’s execuIves: General managers, MarkeIng director, PR director and sales forces.
We recommend to provide this quesIonnaire to all execuIves concerned by your Social Media markeIng acIviIes and ask them to answer it on their own. Then we propose to organize a meeIng where we will compare and discuss the results in order to achieve a common agreement.
This document will help you to express: -‐ Your Priority ObjecIve (key target) -‐ Your Secondary ObjecIves -‐ A Ime frame (short terms, middle terms and long terms objecIves) -‐ Key Performance Indicators metrics -‐ Resources and constraints (allowed budgets, people)
Engaging Consumers with Brands
1. Definition of the General Context Social Media Objectives Definition Work Process
1. Describe your Brand:
2. Describe your Product(s):
3. What are the strengths and weaknesses of your Brand and / or Product(s)?:
Please describe shortly your business model:
4. Market context (Highly compeIIve market? Who are your most important/aggressive compeItors?):
5. DistribuIon Channels:
6. Do you sell online or expect to generate revenue from your website?:
Engaging Consumers with Brands
2. Definition of your Targeted Audience Social Media Objectives Definition Work Process
7. Describe your targeted audience:
8. Describe your ideal client (characterized persona):
9. Do you collect your clients data for a loyalty program? (newsleder, CRM):
10. What are today your Brand and Product(s) awareness level?:
11. Are your customers loyal to your Brand / Product(s)?
12. What do your customers think and say about your Brand / Product(s)?:
Engaging Consumers with Brands
3. Definition of your Marketing Message Social Media Objectives Definition Work Process
13. What is your Brand’s posiIoning?:
14. Do you have a Brand Book defining your Brand IdenIty?:
15. Describe the benefits and reasons to buy of your Product(s):
16. What is your global communicaIon strategy?:
17. What is your main markeIng message relayed in your communicaIon?:
18. What is your global communicaIon budget? What budget and what resources will you dedicate to your Social Media markeIng efforts?:
Engaging Consumers with Brands
Ra@ng Key Objec@ves Targets
Improve the retenIon rate and the Ime spent on your website. Increase web traffic
Engage the audience with your brand and product. Increase brand loyalty
Create and manage your brand’s online community. Improve relaIonship with consumers
Create targeted landing pages according to the key words researched. Improve search engine ranking
Publish valuable and relevant content on different online plahorms. Improve the brand online visibility
Collect users data to create a data base for CRM purposes. OpImise commercial offer
Generate online discussions and recommendaIons. Increase the brand’s reputaIon
Get markeIng data: users insights, behaviours and feedback. Improve markeIng approach
MoneIze the traffic on the web site. Increase sales revenue
Promote your brand and product(s) online. Push sales
Create relaIonships with online influencers. Build Brand equity
Turn your most loyal customers into brand evangelists. Generate Word of Mouth
Build beder products and services through collaboraIon with clients (crowdsourcing). Improve your offer
Help out and answer users quesIons about your Brand and/or Product(s). OpImize client support
4. Definition of your Priorities Social Media Objectives Definition Work Process
Please classify from 1 to 14 what are for you the most important objecIves to reach through Social Media markeIng:
Engaging Consumers with Brands
Your Website: Total # of visitors. # of unique visitors. # of newsleder’s opt’in. Traffic of your compeItors. # of page view. Avg # of page view / visitor. Avg lengths of visits. # of comments. # of lead generated. % of Returning visitors vs. new
visitors. # of social sharing. (budons) Online sales growth. Bounce rate. # of votes received. % of referring traffic from social networks and bookmarking sites.
Your Vkontakte Fan Page: # of fans. Growth rate of fans. # of comments. # of wall posts. # of game parIcipants. # of votes. # of social sharing. # of your compeItors’ fans.
Your Twitter Account: # of followers. Growth rate of followers. # of tweet link clicked. # of Retweet. # Brand / product menIons on Twider.
Communication Campaigns: # of reach. # of views (video). # of Opportunity To See. Click-‐Through-‐Rate. # of engagements (Call-‐to-‐acIon) Cost-‐Per-‐Contact/Lead. # of links forwards. # of Brand menIons in blogs. # of Brand menIons on Twider # of Brand menIons on Vkontakte Newsleders’ opt’in growth rate. # of posts on your Social Network # of visitors on your website. Website traffic growth. Impact on online/offline sales. # of leads generated.
5. Definition of your KPIs Metrics Social Media Objectives Definition Work Process
Please select 10 metrics that seems the most relevant to you to measure the impact of your Social Media markeIng: