week 3 - social media in a marketer's world: goals & objectives
DESCRIPTION
Week Three - Social Media in a Marketer's World. Setting Goals and Objectives, the importance.TRANSCRIPT
Social Media Marketing 8200 May 28, 2014
Goals & Objectives
Twitter: @seedgirl
LinkedIn: crista.renner
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Review: Target Markets
Review: Target Market
Who are they
What’s their most pressing issue, problem or desire
Where do they get their info
What benefit of your product or service solves their problem
What sets off their “BS” detector?
Who do they trust
http://www.forbes.com/sites/jaysondemers/2013/08/27/6-steps-to-decoding-your-target-audience/
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Review: Target Markets Facebook
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Goals, Objectives, Strategies
Consider your social media goals and objectives. Can you articulate what they are?
How do your social media goals fit within the larger context of your marketing and organizational goals?
What metrics do you have in place to evaluate your social media strategies?
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What’s the Difference?Goals, Objectives, Strategies
http://www.docstoc.com/docs/39876105/The-Difference-Between-Goals-and-Objectives
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Sample Goals
Increase traffic
Become an authority
Establish our brand
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Sample Objectives
Increase targeted traffic by 30 per cent by December
Increase sales by 5 per cent in fiscal 2014
Connect with 15 bloggers in our industry by July 15th
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Sample Strategies
Offer a special deal for Father’s Day on FB and enter to win a freebie if you share the page
Find and follow relevant influencers within our industry
Tweet and retweet stories about customer experience.
Participate in weekly AgChat conversations.
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Goals, Objectives, Strategies
Listen & Learn
Build Relationships & Awareness
Promote Products & Services
Manage Your Reputation
Improve Customer Service
MKTG, Nelson Education, 2013, pg. 268-9
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Goals, Objectives, Strategies
Increase brand awareness
Improve brand reputation
Increase website traffic
Augment PR work
Improve search engine rankings
Generate sales leads
Social Media Marketing, Pearson, 2013 Pg 39
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Goals, Objectives, Strategies
Caroline Casey
http://www.ted.com/speakers/caroline_casey
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Resources:
Marketing Sherpa: http://www.marketingsherpa.com/
How to define smart objectives: http://www.smartinsights.com/goal-setting-evaluation/goals-kpis/define-smart-marketing-objectives/
Goal Setting – Pinterest: http://www.pinterest.com/scrappinmichele/goal-setting-printables-motivation/
Video: How to Make a Splash in Social Media: http://www.ted.com/talks/alexis_ohanian_how_to_make_a_splash_in_social_media
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Next Week: Branding
Review Branding Materials from Week 1 Resources
Identify two brands you like and describe why
Consider your brand. What are its strengths and weaknesses?