1. Developing a Social Media Strategy
SCM501

2. 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?

3. 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

4. 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!

5. 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

6. 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!

8. What Platforms to use.

9. 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
– word of mouth.

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

11. 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

12. The Customers Journey
PAST
PRESENT DAY
Forrester, (2012)

13. 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

14. Bibliography
Co.Create, (2014).The 10 Commandments of Content. Retrieved 11/08/14 from
Financial Post, (2014). Retrieved 11/08/14 from 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
Forrester, (2012). Buyer Behavior Helps B2B Marketers Guide The Buyer's Journey. Retrieved 10/10/14 from
Johnson, M. (2014). Marketing Profs. Retrieved 11/08/14 from digital-age#ixzz3A3V77RcF
MillennialCEO, (2014). B2B Marketing: Measure what matters. Retrieved 10/10/14 from
Newman, D. (2013). The new rules: Return on Trust. Retrieved 10/10/14 from
Scott, M. (2013). Creative Ways to Promote Your Social Media Contests. Retrieved 11/08/2014 from