Developing a Social Media Strategy SCM501

Strategic Marketing The long-term marketing goals for a company aligned with the company’s overarching objectives: Where do we want to be in the next 3-5 years? What is our goal for Customer Relationship Management (retain and attract new)? Which Marketing Communications Strategy and its related Tactical components should we focus resources on?

Strategic Marketing Cont. How does it fit with current Branding? Branding is used to help consumers choose what product and is used to establish competitive marketing positioning. Long Term Social Media Strategy – Possible Branding Objectives? Creating traffic to web Developing relationships through conversation Gathering feedback from target markets Gathering information from stakeholders

Types of Strategies: Brand or Promotion Content Your social strategy should be designed to deliver an interesting core message that wants to be shared,” says Marilyn Sinclair, president of communications company All About Words (Financial Post, 2014). Social Media trends for 2015 The 10 Commandments of Content Key Points: Does your Content have legs? - Buzzsumo How to combine video, audio and content Align the strategy to the customers needs/demands; this is not a selling game!

Steps in the Process Content Option – What’s your story? Ideas to consider: Brand Heritage Entertainment and fun Community spirit and well being Health and well being Social

Steps in The Process Cont. Using a Persona Card, marry the needs of the target market to a content angle This will drive your marketing communication message Remember that marketing ‘sells’ the main benefit sought!

What Platforms to use. https://conversationprism.com/

Promotions Short team promotional campaigns lead time – the time until ROI “A picture is worth a thousand words and a video is worth a thousand pictures.” (Scott, M. 2013) “It's not about you, the advertiser or marketer; it is all about me the reader, your prospect. Use "you" in your copy and talk more about them and less about you. Lose the jargon and simplify things” (Johnson, 2014). What social media ideas could we think of that would fit this criteria? (hide) Testimonials – based on the same benefit bought. Competition amongst peers – friends to “like” or vote. Sharing amongst group on usages or experience gained. References – word of mouth http://www.socialmediaexaminer.com/page/12/als – word of mouth.

Using Automation The Marketing Challenge: How to spread marketing communications across several channels; social media representing one channel. Other channels include email marketing, CRM, email marketing, SEO compatibility etc. Possible options depending on the strategic marketing objectives set. Time saving automation tools Facebook campaign and advertising Content sharing

Do’s and Don’ts for Automation (your social media presence) Schedule content while you’re away – consistency Don’t use automation for direct messages – have a real conversation Fill gaps between automated posts – CRM “one message fits all”. Cater for each platform i.e. Twitter 140 character limit Facebook – add more information & imagery Linkedin – professional tone Use automation tools (algorithms) for scheduling time best for engagement Don’t forget to set aside time to use and report on analytic tools Add personal touch to scheduled messages

The Customers Journey PAST PRESENT DAY Forrester, (2012)

Where Social Media meets Omni channel Definition: “..omni-channel is a reflection of the choice that consumers have in how they engage a brand, and therefore is best represented as how brands enable their clients and consumers to use these channels to engage with them.” (Forbes, 2014) The Key Ideas: To drive meaningful relationships that translate to customer advocates and revenue. Social Media as a reference point needs a precious commodity called “trust”. Where the messages in Social Media are part of the “lead to revenue cycle”. For your social media campaign this resource will assist with ideas and understanding

Bibliography Co.Create, (2014).The 10 Commandments of Content. Retrieved 11/08/14 from http://www.fastcocreate.com/3017868/the-10-commandments-of-content https://www.youtube.com/watch?v=l_Ei7CxXwuo Financial Post, (2014). Retrieved 11/08/14 from http://business.financialpost.com/2014/06/25/its-not-all-about- marketing-anymore-3-paths-to-social-business-success/?__lsa=b059-cce1 Forbes, (2014). The Omni-Channel Experience: Marketing Meets Ubiquity. Retrieved 10/10/14 from http://www.forbes.com/sites/danielnewman/2014/07/22/the-omni-channel-experience-marketing-meets-ubiquity/ Forrester, (2012). Buyer Behavior Helps B2B Marketers Guide The Buyer's Journey. Retrieved 10/10/14 from http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey Johnson, M. (2014). Marketing Profs. Retrieved 11/08/14 from http://www.marketingprofs.com/articles/2014/25056/a-seven-item-checklist-for-measurable-marketing-in-the- digital-age#ixzz3A3V77RcF MillennialCEO, (2014). B2B Marketing: Measure what matters. Retrieved 10/10/14 from http://millennialceo.com/social-media/b2b-marketing-measure-matters/ Newman, D. (2013). The new rules: Return on Trust. Retrieved 10/10/14 from http://millennialceo.com/innovation/rules-return-trust/ Scott, M. (2013). Creative Ways to Promote Your Social Media Contests. Retrieved 11/08/2014 from http://www.socialmediatoday.com/content/creative-ways-promote-your-social-media-contests