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Social Media Objectives Definition Form Consumers Engagement Marketing By Thierry Cellerin, CEO and Founder of BuzzFactory Ltd. ([email protected])

Social Media Objectives Definition Tool

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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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Page 1: Social Media Objectives Definition Tool

Engaging Consumers with Brands

Social Media Objectives Definition Form

Consumers Engagement Marketing

By  Thierry  Cellerin,  CEO  and  Founder  of  BuzzFactory  Ltd.  ([email protected])    

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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)  

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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?:    

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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)?:  

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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?:  

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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:    

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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: