Tài liệu BEFORE You Start Your Social Media Marketing pdf

01/20/14 Confidential - NOT TO BE DISTRIBUTED withou
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1
Overview
BEFORE You Start Your
Social Media Marketing

01/20/14 Confidential - NOT TO BE
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First - Traditional Marketing

Don’t just jump into social
media

Form “old-school” marketing
planning to maximize
communication and influence
to your target market
Marketing
Plan
Your
Customers
“Fail to plan, plan to fail.”
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3
Triple Jump - Hop, Step, Jump


Hop – Understanding who you are

Step – Determine campaign objectives

Jump – Communication plan – including social media
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Understanding Who You Are

Define what you offer

Target Market

Value proposition

Position in Market
Before you even think of communicating
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Know The Market leader

Who is the Market Leader

And other competition

Ready to be the leader for a target market?

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Benefits of Market Leadership

Public recognition

Premium price margins

Shorter sales cycles, lower cost of sales

Free 3rd party support

Lots of free publicity

Long product life cycles

Easy recruiting

Access to decision-makers

Customer loyalty and retention

Previews of new technology, customer plans

Most favorable distribution terms
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7
Next – The campaign

Communication/Campaign Goal

Target Audience

Target Audience Perceptions

Defined Offering

Call to Action

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Social Media Marketing

Involve

Create

Discuss

Promote

Measure

To


Increase website traffic

Invoke positive user behavior (external and internal tracking)

Increase page views

Grow mindshare and brand awareness

Create a positive brand association and keep it sticky

Increase customer interaction and ultimately advocacy

Long term - conversion and sales
George Benckenstein
01/20/14 Confidential - NOT TO BE
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Notes

Excerpts from the Social Media Marketing Plan

Steve Goldner



www.linkedin.com/in/stevengoldner

www.twitter.com/SocialSteve