Cost, Planning, Targeting

CTA refers to “Call To Action”. Companies need a way to “Push” information out to customers. Also known as “Company to Consumers”. Most CTA’s in the past were to design for “Consumers to Company”, but now firms ask consumers to post reactions to their TV ads on Social Media.

“Strategic thinking concerning social media marketing, therefore, needs to account for all of these types of information flows and, critically, needs to focus on how the flows can fit together and complement one another in value-driving ways.”

The key question when planning out Social Media is “what are the objectives of social media marketing for this brand”? To prioritize the objectives is to adopt a value-driving perspective when thinking about social media marketing strategy. A value-driving perspective is asking yourself, for any given objective, if achieved, it would contribute something positive and valuable to the brand. An increased sales-conversion rate typically means higher sales revenues.

SMART criteria consists of “Significant, Measurable, Actionable, Realistic, and Time-based”. The objective must be a significant positive change in value. The objective must be measurable: you must know whether it is achieved or not. Next, the objective must be tied to an action plan that allows you to reach your goal. The objective must be realistic or attainable. Finally, setting up a timeline is important, allowing proper measurement and monitoring.

“Both the company and customers need to benefit in order for a social media strategy to be value driving.”

The reason is the customers will understand the lack of value of such social media marketing activities for them. Such realization may lead customers to decrease their involvement. When posting to Social Media not only do you have to think of the positive impact it could make, but also the negative. Example, the NYPD posted a seemingly innocent tweet.

NYPD Police Department

They asked the people of New York to share a a time they came in counter with the NYPD. With all intention to make this a fun interaction with the civilians of NY it turned for the worse. Instead people tweeted pictures of excessive force against people in protests. (This is an example of unstrategic social media marketing). Marketers must “Keep their eyes on the prize.” By doing this they must ask how any given marketing strategy would drive value for the company and its customers.

A large part of which entails balancing the benefits with the costs. Costs can come in many forms: Producing content requires hiring people and might also involve paying social media platforms to “boots” posts. Marketers should consider two broad types of “risks”: 1) Risk that nothing happens and/or no one pays attention. 2) Risk of adverse, negative consequences. For examples American Eagle was planning a campaign for April Fool’s day. They were going to make “The skinnies jeans ever”. They were going to advertise them with spray painted pants on the model. But with more thought from the company they thought that might be too “risqué”. This could risk backlash negative work of mouth, damage to the brand image, and maybe even customers boycotting the brand. In sum, the value-driving perspective for craving social media marketing strategy has to consider to only cost, but the two risks.

“…even the greatest marketing strategies will fail if they are not implemented properly.”

A great social media marketing strategy success is planning. These plans need to be flexible enough to change as needed in response to any social interactions. Planning can take two forms: 1) Planning for specific campaigns and 2)Planning for ongoing social media marketing activities that are not specific to any one marketing campaign or promotional cadence. Furthermore, planning must specifically account for paid, owned, and earned. marketers need to plan for various contingencies with respect to when and how to respond to earned social maiden from customers.

The Planning Process

Stage 3: Implementation Plan. Developing an implementation plan involves working out how the strategic objectives can be achieved. Ask yourself the following questions: what should be done? How? By whom? When? How much will it cost? Everyone who should be involved is everyone who was involved with setting the strategy. For this to work everyone must be on the same page and understand whats going on.

Stage 4: Establish Policies. Communications should come across as human, even though they come from companies or brands. Knowing what to say and who to say it to and, knowing how to say it is vary important. So having guid lines of what can and cannot be said will make things easier.

Stage 5: Allocate Resources, Set Responsibilities. At this point Marketers need to allocate resources, which includes Human Resources. A lack of clarity with respect to who does what is another big reason great social media strategies fail on implementation.

Stage 6: Compile Calendars, Set Timelines. As with any good, detailed plan, social media needs timelines and calendars. “Content calendaring” is a planning tool from the public relations work. This is something brands also use for their non-social media marketing communications planning. The two different types of calendars to use are Traditional and social media planning. Traditional media planning calendars are rarely worked out at the daily level. For social media calendars, however, the time frequency is often is. The best way to plan a campaign is to have a finite planning horizon. Example if you have a campaign that will run for four weeks with a two-week pre-launch lead-up before that.

Stage 7: Evaluate Progress. Are you hitting your goals on a day-to-day or week-to-week basis? Two ways to make sure of this is 1) are you measuring performance against strategic objectives on a regular basis? 2) constantly re-evaluating the implementation plan, owned, and earned and your calendar(s). Ask yourself if there’s any room for improvement.

Stage 8: Adjust Strategy. This stage is meant for companies to feed all the lessons learned along the way. With social media marketing being responsive,nimble, nimble, and willing is vary important.

As a “owned social media is when brands use own social media channels to communicate with customers. And how they do that is with content. This is where content marketing comes in. This is creating product or design content to send out for everyone to see. In other wards you have to think about what the content will say/ look like, and how you’re going to get the content out there.

Knowing the right things to share is vary important. Social Media its self is vary crowed. Everyone and their moms are on some sort of social media site. This being said you have to remember that your content might not always be seen. So don’t waste to much time and money into a great piece of content. Some sites actually let you “boots” your post for cash. So posting when your audience is on is smart. Some websites that help you keep track of when people are active. 1) SimplyMeasured:(http://simplymeasured.com/free-social-media-tools). 2) Tweriod: (http://www.tweriod.com). 3) Iconosquare: (http://www.iconosquare.com). Another problem is that people may see your post but they might not pay attention or be interested in it.

“The best rule is assume no one cares about your post or photo or tweet unless you do something to make them care.”

So, how do you get noticed? Effective social media content strategy. This is a plan for content that focuses on content design and dissemination. It needs to have goals and objectives that line up with you marketing strategy. And it requires constant updating and adjusting. Without good content your post won’t get across. Here are some good tips to keep in mind. 1) Be relevant to the audience. 2) Be relevant to the brand. 3) Do not overtly sell or advertise. 4) Be useful and informative. 5) Be positive and upbeat, and keep communication fairly informal. 6) Do not ignore what the audience says. 7) And, have variety in your content.

Internet advertising has grown in recent years, surpassing TV advertising in the united states. And the second-largest advertising channel worldwide. Social Media advertising as any form of digital advertising that uses social media sites and apps and involves advertisers paying for the ad. Although the most ubiquitous form is digital advertising (you see this online). The second, search advertising, utilizes billions of online and mobile searches people make everyday. This one is the most common form of “pay-per-click”.

One key future of social media advertising is not only the derive form the primary consumers exposure to banded content, but also the social interactions that may follow if consumers proceed to share the ad with other consumers. There are two consequences. First, sharing can immediately boost the reach without extra exporter by the company. Second, if some consumers decide to share the ad, the ad content will be received to be endorsed by them.

When setting up a social media site they tend to ask you questions about yourself. This isn’t meant to creep you out but more to get to know you so they can send certain ads your way. They could care less about your sex, and age. They look for more of your lifestyle interest.