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
Is Social Media Free for
Businesses to Use?
 Yes?
 No?
 Social Media is not free
 percentage of ad spend
 competitive parity method – compare to
competitor’s spending
 Objective-and-task method: define objectives,
how much to meet them
Social Media Marketing, 2e©
2-4
I’m going to open a computer
business in Commerce…
 Who is my target market?
 How much will it cost to run the business?
 What will be my ROI?
 How much profit do I need?
 Who are my competitors?
 How will I get my target market’s attention?
Interest? Loyalty?
 How will I generate and maintain customers?
 Field of Dreams approach?
Social Media Marketing, 2e©
2-5
In Chapter 2
Social Media Marketing, 2e©
2-6
one-off ploys designed to get
attention and press coverage
stunts
Social Media Marketing, 2e©
IMC stands for and is also known
as
Ingegrated
Marketing
Communication,
Marcom
Social Media Marketing, 2e©
In the The Strategic Planning Process
, a ------- details the current
problem or opportunity the
organization faces.
Situation
analysis
Social Media Marketing, 2e©
The SWOT Analysis refers to
Strengths,
Weaknesses,
Opportunities,
Threats
Social Media Marketing, 2e©
a single written statement that
encapsulates the position the
brand wishes to hold in the minds
of its target audience.
positioning
Social Media Marketing, 2e©
How a brand will behave in the
social Web, what voice will be
used, and even how deeply the
brand will interact in the social
space with customers.
Social
persona
Social Media Marketing, 2e©
To manage their social media
companies may utilize in-house systems
or may partner with a company like
Salesforce for enterprise-level
management. Whether on a small or
large scale, one of the most used
systems is -----
Hootsuite
Social Media Marketing, 2e©
Where Does SMM Planning Fit?
 Business plan >
 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.
 Cannot follow ‘intuition’
Social Media Marketing, 2e©
3-14
Stages of
Social Media Marketing Maturity
Trial
Phase
Transition
Phase
Strategic
Phase
Social Media Marketing, 2e©
2-15
What Are The Steps in Social
Media Marketing Planning?
 Conduct a situation analysis
 State objectives
 Gather target audience insight
 Select social zones and vehicles
 Create an experience strategy
 Establish an activation plan
 Execute and measure campaign
Social Media Marketing, 2e©
16
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!)
 Legacy media: Nielsen
Social Media Marketing, 2e©
17
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
Social Media Marketing, 2e©
18
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.
Social Media Marketing, 2e©
319
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?
Social Media Marketing, 2e©
20
Table 2.3 Honda’s Social Media
SWOT Analysis
Social Media Marketing, 2e©
2-21
Step 2: Objectives and Budgeting
 Task (what is to be accomplished)
 Measurable quantity (how much)
 Time frame (by when)
Social Media Marketing, 2e©
2-22
Objectives and Metrics
 Ensures accountability
 Demonstrates financial contribution of marketing
efforts
 Helps us to work smarter and more efficiently
Social Media Marketing, 2e©
2-23
Develop SMART objectives
 Specific
 Measureable
 Action oriented
 Realistic
 Time-lined
Social Media Marketing, 2e©
2-24
Sample Objectives
 Increase market share
 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©
2-25
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!
Social Media Marketing, 2e©
26
Step 4: Select Social Zones
 Considering our objectives, budget, overall direct
strategy and segment insight, which zones should
be used and how?
 Social relationship
 Social publishing
 Social entertainment
 Social commerce
Social Media Marketing, 2e©
327
Figure 2.1: Honda’s Zones
Social Media Marketing, 2e©
2-28
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.
Social Media Marketing, 2e©
29
Step 5: Developing an
Experience Strategy (cont.)
 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?
30
Social Media Marketing, 2e©
Developing an
Experience Strategy_3
 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?
Social Media Marketing, 2e©
2-31
Developing an
Experience Strategy_4
 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©
2-32
Honda Tweets: PARTICIPATION
The Honda
SMM Experience
Vine
#wantnewcar
Twitter
Humor
Social Media Marketing, 2e©
#Pintermission
on Instagram
33
Honda Reflection on Pinterest
Social Media Marketing, 2e©
2-34
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©
2-35
Dumb Ways to Die
Social Media Marketing, 2e©
2-36
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?
Social Media Marketing, 2e©
3-37
Step 7: Manage and Measure
 What metrics will allow us to assess
effectiveness?
 How will we collect the data to assess?
Social Media Marketing, 2e©
38
SM Policy Components
 Standards of conduct
 Disclosure requirements
 Standards for posting corporate information
Social Media Marketing, 2e©
2-39
Sample SM Policies
Social Media Marketing, 2e©
2-40
WOMMA Guidelines for SM Policies
Social Media Marketing, 2e©
2-41
Organizational Structures for
Social Media Marketing Management
Centralized
Organic
Honeycomb
Coordinated
Dandelion
Social Media Marketing, 2e©
2-42
Centralized Structure
Social Media Marketing, 2e©
2-43
Organic Structure
Social Media Marketing, 2e©
44
Holistic Honeycomb Structure
Social Media Marketing, 2e©
2-45
Coordinated Structure
Social Media Marketing, 2e©
2-46
Dandelion Structure
Social Media Marketing, 2e©
2-47
Brian Solis on Structure
Social Media Marketing, 2e©
2-48
Managing Social Media Accounts
& Hootsuite Certification
Social Media Marketing, 2e©
2-49
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©
50