Objectives, Strategies, Tactics

Week #3February 12, 2014

Utica CollegePRL 408: Social MediaThomas Armitage

In today’s lesson…

Past week’s articles Importance of a strategic plan What’s in a plan Creating goals Creating objectives Developing strategies Executing tactics Choosing your platform Things to consider Challenges you’ll face

Past week’s articles

“Understanding Goals, Strategy, Objectives And Tactics In The Age Of Social” -http://onforb.es/1jl9sJM

“7 Things to Include in Your Brand’s Social Media Strategy” - http://bit.ly/1iyL2cW

“For Viewers, Sochi Will Be First ‘Fully Mobile’ Olympics” - http://bit.ly/1g4hVgI

Past week’s articles

Importance of a plan

Like PR and marketing, social media work must be strategically planned in order to accomplish a business goal

Transition from “let’s get involved” to “let’s accomplish something”

Accountability Timelines Getting budgets approved A social media plan should be one

component of your overall marketing plan

What’s in a plan

Background Target Audience Goal Strategy Objectives Tactics and Execution Responses Tools Budget Evaluation

Creating goals

The biggest, most important thing(s) you want to accomplish

Often times, one goal can work

A goal will not happen overnight, but requires much time, attention and work

Example: Increase online sales from social media referrals by 25% by the end of 2014

Mapping out a strategy

Your roadmap as to how to achieve your goal

Strategy helps to keep focus, and keeps all efforts pointed in the same direction

Example: Persuade consumers that our products are top of the line and our online shopping experience is superior to competitors

Creating objectives

Smaller, more manageable benchmarks that will help achieve the goal

Ensure that all goals and objectives meet the SMART criteria

Should have multiple objectives Example: 1) Boost traffic to our

website by way of social media sites by 15% by the end of 2014. 2) Boost engagement rates on Facebook and Twitter by 30% by the end of 2014. 3) Obtain 10,000 views on each of our product review videos by the end of 2014.

(Sandler, 2012)

Executing tactics

Usually, many tactics are needed to accomplish objectives (and essentially accomplish the goal)

For social, each platform should be its own tactic

Include details Example: Carry out a Twitter

campaign that features daily organic posts on topics X, Y and Z, paired with ongoing targeted promoted tweet with a spend of $1,000/month, while tracking analytics monthly through 2014.

Goal

Strategy

Objectives

Tactics

#1 #2 #3

#1 #2 #3 #4 #5 #6

Choosing you platforms

Who is your target audience? Which platforms best fit your

objectives? How familiar are you each? What resources are available? How much is in your budget?

Things to consider

Target audience (marketing personas) Demographics, psychographics, interests

Your voice Differentiators Advertising opportunities and budget Proactively considering things that

can go wrong, dealing with negative feedback

Content calendar(Sandler, 2012)

Things to consider Pt. 2

Staff who will set-up and maintain Frequency Type and topics for content Responding/customer service Measurement Tools

(Shandrow, 2013)

Challenges you’ll face

I don’t see how it can help me business!

I like real-world networking not virtual!

My niche is too small! It takes too much time! It’s too confusing! There are too many

option!(Arruda, 2013)

Next week, we will discuss…

Content Creation and Blogging

To do: Read articles from #UticaCollegeSM and

comment Read Chapter 5 in the textbook Continue working on PPT presentations LinkedIn presenter should be ready to present,

make sure everyone explores LinkedIn and is ready to answer questions and discuss

References

Arruda, W. (2013, August 27). Three elements of an effective social media strategy. Forbes. http://www.forbes.com/sites/williamarruda/2013/08/27/three-elements-of-an-effective-social-media-strategy/

Cronin, A. (2014, January 20). 7 Things to Include in Your Brand’s Social Media Strategy. ClickZ. Retrieved on February 8, 2014 from http://www.clickz.com/clickz/column/2323003/7-things-to-include-in-your-brand-s-social-media-strategy

Sandler, J. (2012, December 26). Your social media marketing plan in 5 easy steps. ClickZ. Retrieved on February 6, 2014 from http://www.clickz.com/clickz/column/2203265/your-social-media-marketing-plan-in-5-easy-steps

Shandrow, K. L. (2013, September 16). 10 questions to ask when creating a social-media marketing plan. Entrepreneur. Retrieved on February 6, 2014 from http://www.entrepreneur.com/article/228324