Week 1 Social Media Marketing: Social Media in a Marketer's World

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The introduction to social media marketing.

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<ul><li> 1. Social Media Marketing 8200 May 7, 2014 Crista Renner Twitter: @seedgirl LinkedIn: crista.renner </li> <li> 2. Review of D2L Resources Discussion Group Links PPT </li> <li> 3. Expectations Apple </li> <li> 4. Expectations Friend </li> <li> 5. Expectations Social </li> <li> 6. Expectations What do you hope to achieve or gain from this class? Why are you here? </li> <li> 7. Evaluation 5 Assignments/Case Studies 50% Midterm 15% Final Project 20% Final Exam 15% </li> <li> 8. Learning Outcomes LO 1 Understand the importance of strategic marketing and know a basic outline for a marketing plan LO 2 Develop an appropriate business mission statement LO 3 Describe the criteria for stating good marketing objectives LO 4 Describe the elements of the marketing mix LO 5 Explain why implementation, evaluation, and control of the marketing plan are necessary 8 </li> <li> 9. Strategic Planning Companies go about planning strategic marketing and implement long-term goals with a marketing plan 9 MKTG 2nd Edition Lamb Hair McDaniel Kapoor Appleby Shearer 2013 </li> <li> 10. What Is a Marketing Plan? Planning: the process of anticipating future events determining strategies to achieve future objectives Marketing planning: designing activities relating to marketing objectives and the changing marketing environment 10 MKTG 2nd Edition Lamb Hair McDaniel Kapoor Appleby Shearer 2013 </li> <li> 11. What Is a Marketing Plan? A written document that acts as a guidebook of marketing activities for the marketing manager CONTROL 11 MKTG 2nd Edition Lamb Hair McDaniel Kapoor Appleby Shearer 2013 </li> <li> 12. Marketing Plan Elements 12 MKTG 2nd Edition Lamb Hair McDaniel Kapoor Appleby Shearer 2013 </li> <li> 13. Defining the Business Mission Develop an appropriate business mission statement 13 MKTG 2nd Edition Lamb Hair McDaniel Kapoor Appleby Shearer 2013 </li> <li> 14. Defining the Business Mission ? What business are we in? 14 MKTG 2nd Edition Lamb Hair McDaniel Kapoor Appleby Shearer 2013 </li> <li> 15. Setting Marketing Plan Objectives Describe the criteria for stating good marketing objectives 15 MKTG 2nd Edition Lamb Hair McDaniel Kapoor Appleby Shearer 2013 </li> <li> 16. Marketing Objectives WHAT is to be accomplished through marketing activities 16 MKTG 2nd Edition Lamb Hair McDaniel Kapoor Appleby Shearer 2013 </li> <li> 17. Marketing Objectives A. Realistic B. Measurable C. Time specific 17 MKTG 2nd Edition Lamb Hair McDaniel Kapoor Appleby Shearer 2013 </li> <li> 18. Marketing Objectives Functions of Marketing Objectives Communicate Provide consistent direction Motivate Create goals for employees to strive toward Clarity Force executives to clarify thinking Control Effectiveness of a plan can be measured 18 MKTG 2nd Edition Lamb Hair McDaniel Kapoor Appleby Shearer 2013 </li> <li> 19. Marketing Strategy Target market identification Marketing mix Marketing Strategy 19 MKTG 2nd Edition Lamb Hair McDaniel Kapoor Appleby Shearer 2013 </li> <li> 20. The Marketing Mix Describe the elements of the marketing mix 20 MKTG 2nd Edition Lamb Hair McDaniel Kapoor Appleby Shearer 2013 </li> <li> 21. The Marketing Mix Target Market Produc t Price Place Promotion 21 MKTG 2nd Edition Lamb Hair McDaniel Kapoor Appleby Shearer 2013 </li> <li> 22. Promotion Strategies Advertising Direct marketing Public relations Sales promotion Personal selling Online marketing 22 MKTG 2nd Edition Lamb Hair McDaniel Kapoor Appleby Shearer 2013 </li> <li> 23. Place (Distribution) When and where 23 MKTG 2nd Edition Lamb Hair McDaniel Kapoor Appleby Shearer 2013 </li> <li> 24. Pricing Strategies What a buyer must give up to obtain a product 24 MKTG 2nd Edition Lamb Hair McDaniel Kapoor Appleby Shearer 2013 </li> <li> 25. Social Media Zones 25 Social Media Marketing Tuten Solomon </li> <li> 26. Social Media Zones 26 Social Media Marketing Tuten Solomon </li> <li> 27. Social Media Engagement 27 </li> <li> 28. Social Media Demographics 28 </li> <li> 29. Top Social Media Ad Spend 29 </li> <li> 30. Case Study: The Brand Gap 30 </li> <li> 31. Resources 31 The Brand Gap slide deck: http://www.slideshare.net/coolstuff/the-brand-gap The Brand Gap Video: http://vimeo.com/7185200 Quora: What is Branding? http://www.quora.com/search?q=what+is+branding%3F Canadas Digital Future in Focus 2014: https://theexchangenetwork.ca/upload/docs/Canada%20Digital %20Future%20in%20Focus.pdf </li> <li> 32. Next Week: Target Marketing 32 Consider the targets you are working with in your work now. Who are they and how can you reach them? What resources do you use to identify your target markets? </li> </ul>