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

Social Media Marketing 8200 May 7, 2014

Crista Renner

Twitter: @seedgirl

LinkedIn: crista.renner

Review of D2L

Resources

Discussion Group

Links

PPT

Expectations

Apple

Expectations

Friend

Expectations

Social

Expectations

What do you hope to achieve or gain from this class? Why are you here?

Evaluation

5 Assignments/Case Studies 50%

Midterm 15%

Final Project 20%

Final Exam 15%

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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

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Strategic Planning

Companies go about planning strategic marketing

and implement long-term goals with a marketing

plan

MKTG 2nd Edition Lamb Hair McDaniel Kapoor Appleby Shearer 2013

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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


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What Is a Marketing Plan?

A written document that acts as a guidebook of marketing activities for the marketing manager

CONTROL


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Marketing Plan Elements


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Defining the Business Mission

Develop an appropriate business mission statement


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Defining the Business Mission

?“What business are we in?”


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Setting Marketing Plan Objectives

Describe the criteria for stating good

marketing objectives


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Marketing Objectives

WHAT is to be accomplished through marketing activities


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A. Realistic

B. Measurable

C. Time specific


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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


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Marketing Strategy

Target market

identification

Marketing mix

Marketing

Strategy


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The Marketing Mix

Describe the elements of the marketing mix


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The Marketing Mix

Target

Market

Product

Price

Place

Promotion


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Promotion Strategies

Advertising

Direct marketing

Public relations

Sales promotion

Personal selling

Online marketing


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Place (Distribution)

When and where


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Pricing Strategies

What a buyer must give up to obtain a product


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Social Media Zones

Social Media Marketing Tuten Solomon

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Social Media Zones

Social Media Marketing Tuten Solomon

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Social Media Engagement

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Social Media Demographics

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Top Social Media Ad Spend

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Case Study: The Brand Gap

http://www.liquidagency.com/thebrandgapbook/

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Resources

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

Canada’s Digital Future in Focus 2014: https://theexchangenetwork.ca/upload/docs/Canada%20Digital%20Future%20in%20Focus.pdf

http://www.slideshare.net/coolstuff/the-brand-gap

http://www.slideshare.net/coolstuff/the-brand-gap

http://vimeo.com/7185200

http://vimeo.com/7185200

http://www.quora.com/search?q=what+is+branding?

http://www.quora.com/search?q=what+is+branding?

https://theexchangenetwork.ca/upload/docs/Canada%20Digital%20Future%20in%20Focus.pdf





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Next Week: Target Marketing

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?
