diploma in social media marketing · pdf filesostac how much time? how often to re-evaluate?...
TRANSCRIPT
Lesson 10
Building A Strategy
Presented by:
Daniel Gilligan Course Educator
Diploma in Social Media Marketing - Part I
Lesson 9 Recap
Introduction to ORM
Brands with bad ORM skills
Dealing with negativity
How to approach ORM correctly
Examples of excellent ORM
Today’s Lesson
Course Recap & Final Exam
Why do we need a strategy?
Tools for strategy management
Building a strategy
Dealing with change
Summary
Next Step
Q & A
Let’s Begin
Course Recap
Course Recap
Content & Community
Monetizing Social Media
YouTube
Course Recap – Week 1
Course Recap – Week 2
Data Driven Social Media
Course Recap – Week 3
Online Reputation Management
Strategy
Course Recap – Week 4
In your Student Area this week
Non-Member Deadline –September 25th
€19 admin fee
Diploma Upon Completion
Final Exam
100 Multiple Choice Questions
All lessons covered
2 Hour Time Limit
Grading:
50 – 64 Pass, 65 – 84 Merit, 85+ Distinction
Final Exam
Why Do We Need A Strategy?
Why Do We Need It?
When Social Marketing Fails
Data wasn’t analysed
Unrealistic expectations
Poor budgeting
The wrong platform was used
We didn’t tailor our content
When Social Marketing Fails
When Social Marketing Fails
Wrong tone was used
Image quality was poor
Spelling & Grammar
Our competitors did it better
Reputation wasn’t managed
When Social Marketing Fails
We need a strategy!
Strategy –
A plan of action designed to achieve a long-term or overall aim.
Tactics –
An action carefully planned to achieve a specific end.
Definitions
Why Do We Need A Strategy?
Question Time!
Why Do We Need A Strategy?
Stay focused
Allow us to determine success – KPI’s
Resources
Information Management
Tools For Strategy Management
Tools For Strategy Management
We use tools to assist in our
strategy Wide variety of tools available
Tools For Strategy Management
Building A Strategy
Building A Strategy
Strategy – Be The Difference
SOSTAC
SOSTAC
SOSTAC
Craigslist-style app
Looking to promote
Get the name out with SMM
SOSTAC
Build community
Increase engagement
X downloads in Y months
SOSTAC
Presence on more platforms
Start paid advertising
Use positive feedback
SOSTAC
Set up survey with Hively
Testimonials on the apps
Use Twitter as CS tool
SOSTAC
Man & wife – split tasks
Decide budget
Friends & family
SOSTAC
How much time?
How often to re-evaluate?
What determines a success?
Continuous Cycle
Only one way to approach SMM
There are others
Try and test!
SOSTAC
Instant success doesn’t mean greatness
Recent success doesn’t mean mastery
Attribute success to strategy
Failure is not bad luck
What To Know - Attribution
What To Know - Acceptance
Strategy doesn’t equal success
Need to accept the outcome
The outcome is due to our actions
What tools are you using?
What package from the tools?
Are you using a consultant?
Spending on your advertising?
What To Know - Costs
Dealing With Change
Dealing With Change
What company failed because it
didn’t change it’s strategy?
Question Time!
Kodak
Dealing With Change - Discipline
We need to know when change is warranted / imperative
We need to be rational with change
Improvement is two fold:
Education
Experience
Several areas to focus on:
Did you stick to your strategy?
How can you stop deviating further?
The overall outcome vs the milestones
Developing better strategies in the future
There’s always room for improvement!
Dealing With Change - Focus
The last resort!
Three steps if you fail:
1. Stop
2. Evaluate3. Come back stronger
The Kill Switch
Summary
Course Recap & Final Exam
Why do we need a strategy?
Tools for strategy management
Building a strategy
Dealing with change