SOCIAL

MEDIA
MARKETING
STRATEGY

2
 Learning Objectives

§ Where does social media marketing fit into an

organization’s overall planning framework?
§ What are the phases of social media marketing
maturity?
§ What are the steps in social media marketing
planning?
§ How can organizations structure themselves to
support social media marketing?
§ What are the key components of an
organizational social media policy?
Social Media Marketing, 2e© 2-2
 Chapter Example: Honda’s
#Pintermission Campaign

Social Media Marketing, 2e© 2-3

 Where Does SMM Planning Fit?

§ Business plan >

ú Marketing plan >
IMC plan >
­ SMM plan
§ Plans are blueprints for marketing strategy
formulation and implementation.
§ The plan serves as a road map to guide the firm,
allocate resources, and make decisions.

Social Media Marketing, 2e© 3-4

 Stages of
Social Media Marketing Maturity
- Passive Strategy
Trial - Active Strategy
Phase

Use SM more often

Transition but through
Phase automation à social
media zombies

- Clear goals and

Strategic measurements
- SM Plan is a vital part
Phase Marketing Plan

Social Media Marketing, 2e© 2-5

 A “Dark Side”
Discussion:
HMV

SITUATION: Using Interns to Execute

Social Media Plans

hashtag #hmvXFactorFiring.

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 A “Dark Side” Discussion: HMV

§ HMV’s story
exemplifies risks
associated with the
trial phase.
§ What do you see as
the pros and cons of
using interns to
execute on social
media plans?

Social Media Marketing, 2e© 2-7

 What Are The Steps in Social
Media Marketing Planning?
1. Conduct a situation analysis
2. State objectives
3. Gather target audience insight
4. Select social zones and vehicles
5. Create an experience strategy
6. Establish an activation plan
7. Execute and measure campaign

Social Media Marketing, 2e© 8

 Things To Keep In Mind:
A Plan __________.
§ Tells a story
§ Identifies the characters, place and time
§ Tells how current situation came to be
§ Defines what must happen for a good outcome
§ Establishes challenges and what must be done to
overcome
§ Clarifies the desired outcome
§ Specifies measures of success (metrics!)

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 Good Plan Characteristics

§ Understands the marketplace

§ Establish clear measurable objectives
§ Define performance targets
§ Identify a customer group
§ Explains what customers want
§ Develops strategies tied to objectives (4 Ps)
§ Includes measurement plan

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 Step 1: Situation Analysis

§ Review the firm’s environmental and SWOT

analyses.
§ Review the existing marketing plan and any other
information that can be obtained about the
company and its brands.
§ Review the firm’s objectives, strategies, and
performance metrics.

3-
Social Media Marketing, 2e©
11
 Situation Analysis

§ Are there linkages between direct strategy and

social?
§ What activities can be tied to social media?
§ What resources can be directed to social?
§ Is the organization prepared for social?
§ Who are our customers? Are they social users?
§ Who are our competitors? What social media
activities are they using?
§ What key trends may affect our decisions?

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 Table 2.3 Honda’s Social Media
SWOT Analysis

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 Activity 1

§ Teamwork
§ Choose any company or brand and do a SWOT
analysis of its social media.

14
Social Media Marketing, 2e© 1-
 Step 2: Objectives and Budgeting

§ Task (what is to be accomplished)

§ Measurable quantity (how much)
§ Time frame (by when)

Social Media Marketing, 2e© 2-15

 Objectives and Metrics

§ Ensures accountability
§ Demonstrates financial contribution of marketing
efforts
§ Helps us to work smarter and more efficiently

Social Media Marketing, 2e© 2-16

 Develop SMART objectives

§ Specific
§ Measureable
§ Action oriented
§ Realistic
§ Time-lined

Social Media Marketing, 2e© 2-17

 Key objectives of SMM

§ Customer service
§ Brand awareness
§ Building brand preference
§ Acquisition of new customer leads
§ Loyalty programs
§ Increase the number of comments on a blog
§ Increase sales revenue
§ Reduce costs
§ Achieve branding goals
§ Increase database size
§ Achieve customer relationship management goals
§ Improve supply chain management
Social Media Marketing, 2e© 2-18
 Social Media Marketing
Objectives

Social Media Marketing, 2e© 2-19

 SMART Objective Examples
§ Objective: Increase search ranking to top 3 on Google search
engine with keyword “demure” of company A in 3-4 weeks
ú Specific: Increase search ranking to top 3 on Google
search engine with the keyword “demure”
ú Measurable: That keyword is in the top 3 position on
page 1 on the search page
ú Achievable: With the current SEO department’s ability
to optimize the website, grasp the user’s search intent,
understand the techinique of the ranking of Google, ...
then the objective can be achieved.
ú Realistic: The Digital Marketing department has enough
resources such as human resources, knowledge, time,
... to be able to complete the goal
ú Time-Bound: 3 – 4 weeks

Social Media Marketing, 2e© 2-20

 Activity 2

§ Set a SMART Marketing objective

§ Analyze the SMART Elements

Social Media Marketing, 2e© 2-21

 Step 3:
Gather Target Audience Insight

§ Which segments should we select to target?

§ In which zones and communities do they
participate?
§ How do they use social media?
§ What is important to them?
§ Chapter 3 will tell you more!

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 Step 4: Select Social Zones

§ Considering our objectives, budget, overall direct

strategy and segment insight, which zones should
be used and how?
ú Social relationship
ú Social publishing
ú Social entertainment
ú Social commerce

3-
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23
 Figure 2.1: Honda’s Zones

Social Media Marketing, 2e© 2-24

 Step 5: Developing an
Experience Strategy
§ What are the campaign goals and/or communication
tasks? Here the planner reviews these decisions and
provides a succinct overview of the goals.
§ What is unique and special about brand’s position in
the marketplace? Campaign work should leverage the
brand‘s positioning strategy.
§ Who is the target audience? What you want the
audience to do. Do you want them to talk to the
brand? Create and share content?
§ Is there another group of people who can persuade the
target audience to follow them? This group is your
influencers. Why would these people want to share
your message with others? What‘s in it for them?
Social Media Marketing, 2e© 25
 Developing an
Experience Strategy_2
§ What are the existing creative assets? How can the
brand’s creative foster a social experience and be
repurposed for social?
§ How can we integrate with other branded media being
used by the organization, and how long do we have to
execute?
§ What experiences are possible given target market
needs and motives, the available channels, and the
creative assets? How can we design these experiences
to maximize device portability and access?
§ What content will be needed? Comments? Questions
and polls? Video? Images? Stories? Apps?
§ How will experience engagement be extended and
shared throughout the social channels?
Social Media Marketing, 2e© 2-26
 The Honda
SMM Experience

Vine
#wantnewcar

Twitter
Humor #Pintermission
on Instagram

Social Media Marketing, 2e© 27

 Honda Reflection on Pinterest

LINK
Social Media Marketing, 2e© 2-28
 A Bytes to Bucks Discussion:
Metro’s Dumb Ways to Die
§ Metro Melbourne’s PSA sought to improve rail
safety among young people
§ How? A social media marketing campaign
executed in the zones of Social Publishing and
Social Community.
§ The experience? A video called ‘Dumb Ways to
Die’

Social Media Marketing, 2e© 2-29

 Dumb Ways to Die

[Link]

Social Media Marketing, 2e© 2-30

 Step 6: Activation Plan

§ How do we make the plan happen?

§ Who is responsible?
§ What is the timing?
§ What budget is needed to accomplish each
objective?
§ How do we ensure the plan is consistent with our
larger objectives?

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 Step 7: Manage and Measure

§ What metrics will allow us to assess

effectiveness?
§ How will we collect the data to assess?

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 SM Policy Components

§ Standards of conduct
§ Disclosure requirements
§ Standards for posting corporate information

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 Sample SM Policies

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 WOMMA Guidelines for SM Policies

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 Organizational Structures for
Social Media Marketing Management

Centralized

Organic

Honeycomb

Coordinated

Dandelion

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 Centralized Structure

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 Organic Structure

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 Holistic Honeycomb Structure

Social Media Marketing, 2e© 2-39

 Coordinated Structure

Social Media Marketing, 2e© 2-40

 Dandelion Structure

Social Media Marketing, 2e© 2-41

 Brian Solis - Mô hình SM

[Link]

Social Media Marketing, 2e© 2-42

 Managing Social Media Accounts
& Hootsuite Certification

Social Media Marketing, 2e© 2-43

 Recap and Questions

§ Where does social media marketing fit into an

organization’s overall planning framework?
§ What are the phases of social media marketing
maturity?
§ What are the steps in social media marketing
planning?
§ How can organizations structure themselves to
support social media marketing?
§ What are the key components of an
organizational social media policy?

Social Media Marketing, 2e© 44