diploma in social media marketing · 2016-07-31 · diploma in social media marketing -part i....
Post on 27-May-2020
5 Views
Preview:
TRANSCRIPT
Lesson 10
Building A Strategy
Presented by:
Daniel Gilligan Course Educator
Diploma in Social Media Marketing - Part I
Lesson 9 Recap
Why do we need it? Is it worth our time?
What happens if we do nothing?
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?
Building a strategy
Dealing with change
Tools for strategy management
Summary
Course Interaction
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
Deadline – July 31st
100 Multiple Choice Questions – all lessons covered
2 Hour Time Limit
Certificate will be emailed once you pass
One attempt!
Grading:
50 – 64 Pass, 65 – 84 Merit, 85+ Distinction
Final Exam
Why Do We Need A Strategy?
Why Do We Need It?
What defines success for you in Social Media Marketing?
Question
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
• 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!
When Social Marketing Fails
Strategy –
A method or plan chosen to bring about a desired future, such as achievement of a goal or solution to a problem.
Tactics –
An action carefully planned to achieve a specific end.
Definitions
• Stay focused
• Will allow us to determine success – KPI’s
• Resources
• Information Management
Why Do We Need A Strategy?
Building A Strategy
Building A Strategy
Strategy – Be The Difference
SOSTAC
• Continuous Cycle
• Only one way to approach Social Marketing Strategy
• There are others
• Try and test!
SOSTAC
• Instant success doesn’t mean greatness!
• Recent success doesn’t mean mastery
• We attribute success to strategy, not personal wisdom!
• Failure is not bad luck!
What To Know - Attribution
• Having a strategy doesn’t mean success
• Need to accept the outcome
• The outcome is due to our actions
What To Know - Acceptance
• Number of factors influence price:
• What tools are you using?
• What package from the tools?
• Are you using a consultant?
• How much are you spending on your advertising?
• Area is still growing – Prices are varying greatly with each passing day
What To Know - Costs
Dealing With Change
Dealing With Change
What company failed because it didn’t change its strategy?
Question
Kodak
• We need to be rational with change
• We need to know when change is warranted / imperative
• Improvement is two fold:
• Education • Experience
Dealing With Change - Discipline
• 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
Tools For Strategy Management
Tools For Strategy Management
• We use tools to assist in our strategy
• Wide variety of tools available
• Number of platforms
Tools For Strategy Management
• Help with every aspect of Social Media Marketing
• From content creation to conversion
• Campaign creation and tracking
Social Media Management
• The last resort!
• Three steps if you fail:
1. Stop
2. Evaluate
3. Come back stronger
The Kill Switch
Summary
Course Recap & Final Exam
Why do we need a strategy?
Building a strategy
Dealing with change
Tools for strategy management
o We’re here to help, so contact us any time!
top related