Social Media Marketing Plan

Flashcards covering Chapter 14 Social Media Marketing Plan

Chapter Objectives

The key elements of an SMM plan, conducting a social media audit, SWOT analysis, evaluating resources, identifying target markets, setting social media goals, creating a strategic plan, calculating social ROI.

SMM Planning Cycle

An eight-step model showing how to develop an SMM plan.

Caffé Daily

A regional chain of well-known coffee shops used to illustrate how to apply the steps of the SMM planning cycle

Writing rules for a Compelling Executive Summary

Indicate why the plan should be adopted, keep the audience in mind, organize the summary to reflect the structure of the plan, provide a general overview of the main components, limit the length, include the names of the plan’s authors and recompose the executive summary last.

Social media goals for the Caffé Daily

Increasing brand awareness primarily among the more affluent in the Gen Z segment, strengthening the brand among professionals in the Millennial and Gen X segments, driving electronic word-of-mouth (EWOM) recommendations, improving customer satisfaction, developing a partnership with a social media influencer, promoting advocacy, increasing foot traffic in the stores, and strengthening brand loyalty by developing a functioning mobile application.

Composing a Company and Industry Overview

Describe the industry and company, explain the competitive advantage, and describe how SMM can contribute.

Measuring Social Media Brand Health

Using surveys, focus groups, and social listening monitoring tools.

Metrics used to measure brand health

Net Promoter Score (NPS), Share of Voice (SOV), brand reputation, unprompted brand recall, prompted brand recall, purchase intention, and brand equity.

SWOT Analysis

Strengths, Weaknesses, Opportunities, and Threats.

SWOT Matrix

Identify the company’s strengths and weaknesses and matching those to external opportunities and threats.

S-O Strategy

Follow social media platform opportunities that match the organization’s strengths on the social web.

W-O Strategy

Overcome weaknesses in social media platform performance to follow opportunities on the social web.

S-T Strategy

Identify ways the organization can use its platform strengths to reduce its vulnerability to external threats from competitors or new technologies on the social web.

W-T Strategy

Create a protective strategy that reduces the chances the organization’s social media weaknesses will make it vulnerable to external threats.

General social media goals

Brand building, increasing customer satisfaction, driving word-of-mouth recommendations, producing new product ideas, generating leads, crisis reputation management, integrating social media with PR and advertising, and search engine optimization (SEO).

Social Media Goals

Broad and provide the basis for setting social media objectives.

SMART objectives

Specific, Measurable, Achievable, Relevant, Time-bound

Objectives should always be linked to

A specific KPI.

Caffé Daily’s comprehensive social media strategies

Listening, interacting, engaging, collaborating, influencing, and connecting.

Characteristics used to group a target audience into personas

Demographics and psychographics.

Forrester Research’s Social Technographics Profile

Age, location, and gender to identify the type of activities that characterize people engaged on the social web: creators, critics, conversationalists, collectors, and spectators, among others.

Process whereby the goals, strategies, target market, and tools are considered in creating actionable social media platform-specific tactics.

Implementation

Rule of Thirds

One-third posts to promote the business, convert readers, and generate profits, One-third posts of ideas from influencers in the industry (or like-minded businesses), and One-third posts of personal stories to build the brand.

Main personality traits of The Innocent brand archetype

Wholesome, optimistic, and utopian

The PIE (Potential, Importance, and Ease) model

Evaluating social media campaigns on specific platforms.

The ICE (Impact, Cost, and Effort) model

Used to assess opportunities for content creation on the various platforms.

Creating Content

Developing or repurposing content, managing content, curating content, cross-utilizing content and breaking apart content

Tuning

The constant and continuous process of adjusting and improving the elements of the plan to maximize the chances of success.

Best choice for the most efficient use of resources because it uses SMART objectives.

The objective-and-task method.

Return on investment (ROI)

Subtracting expenses from sales and then dividing the result by the expenses.

Tips to help gain the buy-in of these top-level decision-makers

Identify with the mindset of these executives, Show them the payoff, Present a detailed budget request and Close the deal