Social Media

Steps in creating social media plan

1. Social Media channel choices 

   1. What are the characteristics of each channel and its corresponding community?

   2. What are the characteristics of the channel’s audience? 

   3. Will it help us meet our objective?

   4. What kinds of content will work best on this platform?

2. Set standards for social media content

   1. Everybody who posts content on your brand’s behalf should understand and align their efforts to a single set of social media guidelines to maintain a consistent voice and quality standards.

3. Build Social Media plan

Media Planning strategy

• Who we will reach: the persona(s) most active / engaged on this channel

• Target goals/benefit: what this channel will help accomplish, any unique opportunities that can’t be achieved elsewhere.

• Featured topics: subject areas/conversations likely to resonate with this community.

• Target velocity: how often and what time of day to post on this channel, how much time to spend monitoring and contributing to other relevant conversations.

• Formats: content types that have proven successful or emerging formats that might present a chance to own the conversation in that social space.

• Tone and rules of engagement: conversation style and  voice that work best, special criteria or considerations to follow.

• Team resources: team member in charge of communication on this channel, other personnel authorized to post on company’s behalf.

• Call to action: owned media/ conversion point to drive traffic to

• Key performance indicators: metrics to gauge content performance against goals.

Media class

general category of available delivery systems – broadcast media, print media, direct marketing, outdoor advertising, digital marketing, owned media, etc.

Media vehicle

specific carrier within media class – Time magazine, streaming ads on Hulu

Coverage

Potential audience

Reach

Number of different audience members exposed to at least one media vehicle at a time

Four steps of developing a media strategy for a brand: 

1. Target Market Coverage

2. Scheduling

3. Reach & Frequency

4. Media Mix

Target Market coverage

• Media vehicle choice is driven by market coverage, which is the extent to which a given media vehicle reaches the target audience.

• When planners analyze the media, they assess promotional exposure, the degree to which the target market will see a promotional message in a specific medium.

Types of Scheduling

• Continuity scheduling: spreading the media evenly across the duration of the campaign. Continuous pattern of advertising. Food, appliances, products consumed on an ongoing basis.

• Flighting scheduling: alternates periods of heavy advertising with periods of no advertising. Less regular, intermittent periods of advertising and non advertising. Seasonal items.

• Pulsing scheduling: combination of continuity and flight scheduling. An ongoing low level of advertising to remind the customers of the brand and mixing heavy advertising around particular times of the year. Beer industry (stuff related to holidays for example)

Reach & Frequency

• Reach: number of people or households exposed to an ad message during a given period of time. 

• Frequency: number of times a person or household is exposed to an ad message during a given period of time. 

• Depending on the budget which one we prioritize.

Media Mix

Type of media frameworks used

Traditional Media

Print media (newspapers, magazines)

> Broadcast (network TV, cable and satellite TV, radio)

> Out-of-home (billboards. Bus stops, point-of-sale displays)

> Sponsorships (event sponsorship, issue sponsorships)

> Direct response (telemarketing, catalogs, direct mail, email)

> In-store/ point of purchase (displays, coupons, samples, deals)

Digital Media

> Over-the-top (OTT) streaming advertising

> Product placements

> Branded entertainment (Lego movie)

> Shoppable content (TikTok shop)

> Digital media (online ads, search ads)

> Social media (social ads, video ads)

> Mobile media (mobile ads, mobile couponing)

> Earned media (viral messages)

Alternative Media

Point of differentiation

> Outdoor media: aerial, banners, billboards, transportation, inflatables

> Promotional products: branded office supplies, apparel, food. Sensory medium.

> Branded entertainment: in game advertising, product placements, integration

> Guerilla Marketing: scarcity of funds meets abundance of creativity. Mostly conducted in person. Can generate free PR.

Types of Guerilla Marketing

• Ambient marketing: placing promotional messages on unusual items or in unusual places you wouldn’t normally see an ad.

• Presence Marketing: getting your brand in front of customers by establishing a presence in the physical world

• Buzz marketing: viral marketing technique focused on maximizing word-of-mouth potential of a campaign or product

• Undercover Marketing and Astroturfing: Masking the sponsors of a message, a campaign, or an organization to make it appear as though it originates from and is supported by grassroots participants.

• Experiential marketing: Participatory, hands-on and tangible.

Paid Media

Ads & Sponsorships

Pros & cons of paid media

Pros:

Immediate results

Fast & flexible to drive traffic to owned media

High level of control

Cons:

Too much clutter caused ad blindness

Spam, no quality leads

Paying Out of pocket

Targeting is becoming more restricted

Owned Media

Pros:

Foundation of content marketing

Total control

Costs 62% less than paid

investment

builds trust

biggest contributor to organic search

Cons

Have to use paid & earned to get consumers to owned

Pros & Cons of earned media

pros:

higher rankings on google

greater reach attract new users

improve brand rep

more trustworthy

cons:

less control

not all earned is positive

Amplification rate

Ratio of shares to total followers

Applause rate

Ratio of likes to followers

Share of voice

Ratio of mentions of brand to mentions of competitors