Chapter 15:Social

Media Marketing

Plan Adilene RodriguezCaroline AntonioGabrielle HrabinskiXinyi Chen

Creating an informative and Eye-catching title pageA good title page makes a social media marketing plan stand

out and helps to accent important information that is on the page.

A title page of the plan should:Begin with a descriptive name for the documentContain company contact informationIdentify the authorsInclude the publication date

Automatically Generating a table of contentsA table of contents is essential for a lengthy document.

Modern word processors provide the ability to automatically make a table of contents.

The most efficient and safest method is to designate the section heading levels during composition, thus minimizing the chances of missing important items and simultaneously creating the initial organization of the document

Once the document is written, with the section headings properly formatted and arranged, the table of contents can be automatically generated

writing a compelling executive summaryA persuasive executive summary highlights the main benefits

and components of a social media marketing plan. It provides the first impression of the plan.

● Tips for preparing an executive summary:○ Lead with Why the Plan Should Be Adopted○ Keep the Audience in Mind○ Organize the Summary to Reflect the Structure of the Plan○ Provide a General Overview of the Main Components○ Limit the Length○ Include the Names of the Plan’s Authors○ Compose the Executive Summary Last

Example of Executive Summary

compose a brief overviewIt is important to lay down a contextual foundation for readers to understand the information in the plan

Tips for constructing an effective overview section:Describe the industry and companyExplain the competitive advantageDescribe how social media marketing can contribute

Example of overview

Observing social media presenceThe first step in Social Media Marketing Planning Cycle is to listen to what people are saying about a company.

Two primary ways to assess the social media presence of an organization: Holistically and Granularly.

Brand Health:

❖ A collective measure of a company’s social media presence from many different sources.

❖ If the social media brand health is good, then marketers have an overall indication that their social media marketing initiatives are working.

Sentiment Analysis: Shows the number of positive, neutral, or negative mentions on each social media platform where the company has a sizable presence.

Reach: Indicates the number of Twitter Followers, Facebook fans, linkedin group members, Flick view, and so on.

Company Posts: Measure how often the company posts on each social media platform.

Feedback: Shows the number of comments, likes, or replies to company-generated content.

Average Response Time: Assesses response time to user comments on the company’s social media properties.

Five key metrics for auditing a company’s social media presence on individual social media platform:

the social media presence of the XYZ’s coffee company

2015's Best Social Media Brands: All-Stars Worth Watching

Twitter:❖ Netflix posted 20% more video content than the next-highest adopters of video content.❖ Fox News was the most prolific, producing 44% more content this quarter over last.❖ Orange adopted an image-heavy Twitter strategy and increased their follower base by

146% over last quarter. (reach)Facebook:

❖ Mercedes-Benz’s video engagement was 159% above the average for all brands in the study with a high- low mix of polished films and behind-the-scenes looks.

❖ Samsung responded 84% faster than the average for all brands in the study to customers. ( average response time to feedback)

❖ Canbury increased their Facebook fan base by 54% over last quarter with a mix of event-driven posts and short-form, shareable video.

Instagram❖ State Farm received 30% more likes per post in Q2 with a mix of more traditional campaign

content and real-time marketing. (fedback)❖ Nescafe posted 250% more often this quarter, averaging 5 posts per week. (company post)❖ Citi increased their engagement per post by 226% over last quarter, shifting their content to

highlight their Mets sponsorship and popular Citi Bike program.https://www.spredfast.com/social-media-strategies/2015-best-social-media-brands

conducting a competitive analysis❖ One useful way to conduct a competitive analysis of the social web is with a SWOT Analysis.

❖ Identify a company’s strengths and weaknesses on social media platforms as well as the opportunities and threats on social web.

❖ Visualizing a competitive analysis of the Social Web

Social Media SWOT ANALYSIS

SWOT MATRIX

Examples:

❖ S- O strategy: if a company has many social media platform strengths and considerable opportunities on the social web.

❖ W-T strategy: if the profile indicates substantial weaknesses in an organization’s platform performance and many external threats exist on the social web.

setting goals● Determine the social media goals that stand the best chance of achieving a competitive advantage

for the organization.

● A set of general social media goals includes:

○ Brand building

○ Increasing customer satisfaction

○ driving word-of-mouth recommendations

○ producing new product ideas

○ generating leads

○ crisis reputation management

○ integrating social media with PR and advertising

○ Search engine optimization (SEO)

determining strategies ❖Listening

❖Interacting

❖Engaging

❖Embracing

❖Influencing

❖Connecting

❖Contributing

identifying the target market ❖A variety of characteristics:

➢ Demographics

➢ Needs

➢ Interests

➢ Tastes

➢ Behaviors

❖Personas

➢ Demographics

➢ Constraints

➢ Needs and wants

selecting tools ❖“Once the demographic and behavioral characteristics of the personas have been used to define a company’s target market, the social media platforms with the highest concentration of the target audience should be chosen.”

ImplementingImplementation refers to the process in which companies take their goals, strategies, target market and tools and create actionable social media specific tactics.

Staff create and carry out platform-specific tactics. This is important for companies to reach their marketing goals.

Facebook TacticsFacebook is a great platform for interacting with existing and potential customers. Some key tactics that companies could use with Facebook include:

Post content that targets interest to people

Post up to three times a day

Include link to Facebook page on things like promotional material, brochures, emails, company website, etc.

https://www.facebook.com/tacobell

Twitter TacticsTwitter allows companies to reach a large audience, most of which are mobile users. It’s especially useful when trying to target a youth audience. Some Twitter tactics include:

Responding to questions or comments promptly

Tweeting up to 10 to 15 times a day

Use hashtags

Retweet to increase sharing of the companies own content

https://twitter.com/tacobell/with_replies

MonitoringMonitoring involves tracking the process of the social media marketing’s activities.

Research mostly looks at qualitative measurements because it shows the most prominent points that connect social media marketing and financial performance.

Monitoring (cont.)Tracking- process of finding and following content on social web.

Evaluation- process of interpreting the collected data after being measured with the intention behind a campaign

C-Suite C-Suite refers to a corporation's top executives. Social media marketers have to justify the proposed campaign. Campaigns have to coincide with C-suite’s business plan.

Getting executives involved to be part in social media marketing is increasingly getting important.

A recent survey by BRANDfog shows that when C-suite executives become active on social media it increases brand trust and loyalty.

Getting C-SUITE TO BUY INTips to getting C-Suite to buy into campaign:

Identify to mindset of executives

Show them the pay off

detailed budget

timetable

Discussion1. What is the purpose of the title page?

2. What are some of the tips given to write a executive summary?

3. What are the five key metrics for auditing a company’s social media presence on individual social media platform?

4. What are the social media goals?

5. What are some characteristics of identifying a target market?

6. What are some strategies that XYZ Coffee Company used?

7. What are platform specific tactics?

8. What are some of the benefits of the C-suite’s social media presences?