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Lesson 10 Building A Strategy Presented by: Daniel Gilligan Course Educator Diploma in Social Media Marketing - Part I

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Page 1: Diploma in Social Media Marketing · 2016-07-31 · Diploma in Social Media Marketing -Part I. Lesson 9 Recap ... When Social Marketing Fails. We need a strategy! When Social Marketing

Lesson 10

Building A Strategy

Presented by:

Daniel Gilligan Course Educator

Diploma in Social Media Marketing - Part I

Page 2: Diploma in Social Media Marketing · 2016-07-31 · Diploma in Social Media Marketing -Part I. Lesson 9 Recap ... When Social Marketing Fails. We need a strategy! When Social Marketing

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

Page 3: Diploma in Social Media Marketing · 2016-07-31 · Diploma in Social Media Marketing -Part I. Lesson 9 Recap ... When Social Marketing Fails. We need a strategy! When Social Marketing

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

Page 4: Diploma in Social Media Marketing · 2016-07-31 · Diploma in Social Media Marketing -Part I. Lesson 9 Recap ... When Social Marketing Fails. We need a strategy! When Social Marketing

Let’s Begin

Page 5: Diploma in Social Media Marketing · 2016-07-31 · Diploma in Social Media Marketing -Part I. Lesson 9 Recap ... When Social Marketing Fails. We need a strategy! When Social Marketing

Course Recap

Course Recap

Page 6: Diploma in Social Media Marketing · 2016-07-31 · Diploma in Social Media Marketing -Part I. Lesson 9 Recap ... When Social Marketing Fails. We need a strategy! When Social Marketing

• Content & Community

• Monetizing Social Media

• YouTube

Course Recap – Week 1

Page 7: Diploma in Social Media Marketing · 2016-07-31 · Diploma in Social Media Marketing -Part I. Lesson 9 Recap ... When Social Marketing Fails. We need a strategy! When Social Marketing

• Facebook

• Twitter

• LinkedIn

Course Recap – Week 2

Page 8: Diploma in Social Media Marketing · 2016-07-31 · Diploma in Social Media Marketing -Part I. Lesson 9 Recap ... When Social Marketing Fails. We need a strategy! When Social Marketing

• Instagram

• Data Driven Social Media

Course Recap – Week 3

Page 9: Diploma in Social Media Marketing · 2016-07-31 · Diploma in Social Media Marketing -Part I. Lesson 9 Recap ... When Social Marketing Fails. We need a strategy! When Social Marketing

• Online Reputation Management

• Strategy

Course Recap – Week 4

Page 10: Diploma in Social Media Marketing · 2016-07-31 · Diploma in Social Media Marketing -Part I. Lesson 9 Recap ... When Social Marketing Fails. We need a strategy! When Social Marketing

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

Page 11: Diploma in Social Media Marketing · 2016-07-31 · Diploma in Social Media Marketing -Part I. Lesson 9 Recap ... When Social Marketing Fails. We need a strategy! When Social Marketing

Why Do We Need A Strategy?

Why Do We Need It?

Page 12: Diploma in Social Media Marketing · 2016-07-31 · Diploma in Social Media Marketing -Part I. Lesson 9 Recap ... When Social Marketing Fails. We need a strategy! When Social Marketing

What defines success for you in Social Media Marketing?

Question

Page 13: Diploma in Social Media Marketing · 2016-07-31 · Diploma in Social Media Marketing -Part I. Lesson 9 Recap ... When Social Marketing Fails. We need a strategy! When Social Marketing

When Social Marketing Fails

Page 14: Diploma in Social Media Marketing · 2016-07-31 · Diploma in Social Media Marketing -Part I. Lesson 9 Recap ... When Social Marketing Fails. We need a strategy! When Social Marketing

• Data wasn’t analysed

• Unrealistic expectations

• Poor budgeting

• The wrong platform was used

• We didn’t tailor our content

When Social Marketing Fails

Page 15: Diploma in Social Media Marketing · 2016-07-31 · Diploma in Social Media Marketing -Part I. Lesson 9 Recap ... When Social Marketing Fails. We need a strategy! When Social Marketing

• Wrong tone was used

• Image quality was poor

• Spelling & Grammar

• Our competitors did it better

• Reputation wasn’t managed

When Social Marketing Fails

Page 16: Diploma in Social Media Marketing · 2016-07-31 · Diploma in Social Media Marketing -Part I. Lesson 9 Recap ... When Social Marketing Fails. We need a strategy! When Social Marketing

We need a strategy!

When Social Marketing Fails

Page 17: Diploma in Social Media Marketing · 2016-07-31 · Diploma in Social Media Marketing -Part I. Lesson 9 Recap ... When Social Marketing Fails. We need a strategy! When Social Marketing

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

Page 18: Diploma in Social Media Marketing · 2016-07-31 · Diploma in Social Media Marketing -Part I. Lesson 9 Recap ... When Social Marketing Fails. We need a strategy! When Social Marketing

• Stay focused

• Will allow us to determine success – KPI’s

• Resources

• Information Management

Why Do We Need A Strategy?

Page 19: Diploma in Social Media Marketing · 2016-07-31 · Diploma in Social Media Marketing -Part I. Lesson 9 Recap ... When Social Marketing Fails. We need a strategy! When Social Marketing

Building A Strategy

Building A Strategy

Page 20: Diploma in Social Media Marketing · 2016-07-31 · Diploma in Social Media Marketing -Part I. Lesson 9 Recap ... When Social Marketing Fails. We need a strategy! When Social Marketing

Strategy – Be The Difference

Page 21: Diploma in Social Media Marketing · 2016-07-31 · Diploma in Social Media Marketing -Part I. Lesson 9 Recap ... When Social Marketing Fails. We need a strategy! When Social Marketing

SOSTAC

Page 22: Diploma in Social Media Marketing · 2016-07-31 · Diploma in Social Media Marketing -Part I. Lesson 9 Recap ... When Social Marketing Fails. We need a strategy! When Social Marketing

• Continuous Cycle

• Only one way to approach Social Marketing Strategy

• There are others

• Try and test!

SOSTAC

Page 23: Diploma in Social Media Marketing · 2016-07-31 · Diploma in Social Media Marketing -Part I. Lesson 9 Recap ... When Social Marketing Fails. We need a strategy! When Social Marketing

• 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

Page 24: Diploma in Social Media Marketing · 2016-07-31 · Diploma in Social Media Marketing -Part I. Lesson 9 Recap ... When Social Marketing Fails. We need a strategy! When Social Marketing

• Having a strategy doesn’t mean success

• Need to accept the outcome

• The outcome is due to our actions

What To Know - Acceptance

Page 25: Diploma in Social Media Marketing · 2016-07-31 · Diploma in Social Media Marketing -Part I. Lesson 9 Recap ... When Social Marketing Fails. We need a strategy! When Social Marketing

• 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

Page 26: Diploma in Social Media Marketing · 2016-07-31 · Diploma in Social Media Marketing -Part I. Lesson 9 Recap ... When Social Marketing Fails. We need a strategy! When Social Marketing

Dealing With Change

Dealing With Change

Page 27: Diploma in Social Media Marketing · 2016-07-31 · Diploma in Social Media Marketing -Part I. Lesson 9 Recap ... When Social Marketing Fails. We need a strategy! When Social Marketing

What company failed because it didn’t change its strategy?

Question

Page 28: Diploma in Social Media Marketing · 2016-07-31 · Diploma in Social Media Marketing -Part I. Lesson 9 Recap ... When Social Marketing Fails. We need a strategy! When Social Marketing

Kodak

Page 29: Diploma in Social Media Marketing · 2016-07-31 · Diploma in Social Media Marketing -Part I. Lesson 9 Recap ... When Social Marketing Fails. We need a strategy! When Social Marketing

• 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

Page 30: Diploma in Social Media Marketing · 2016-07-31 · Diploma in Social Media Marketing -Part I. Lesson 9 Recap ... When Social Marketing Fails. We need a strategy! When Social Marketing

• 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

Page 31: Diploma in Social Media Marketing · 2016-07-31 · Diploma in Social Media Marketing -Part I. Lesson 9 Recap ... When Social Marketing Fails. We need a strategy! When Social Marketing

Tools For Strategy Management

Tools For Strategy Management

Page 32: Diploma in Social Media Marketing · 2016-07-31 · Diploma in Social Media Marketing -Part I. Lesson 9 Recap ... When Social Marketing Fails. We need a strategy! When Social Marketing

• We use tools to assist in our strategy

• Wide variety of tools available

• Number of platforms

Tools For Strategy Management

Page 33: Diploma in Social Media Marketing · 2016-07-31 · Diploma in Social Media Marketing -Part I. Lesson 9 Recap ... When Social Marketing Fails. We need a strategy! When Social Marketing

• Help with every aspect of Social Media Marketing

• From content creation to conversion

• Campaign creation and tracking

Social Media Management

Page 34: Diploma in Social Media Marketing · 2016-07-31 · Diploma in Social Media Marketing -Part I. Lesson 9 Recap ... When Social Marketing Fails. We need a strategy! When Social Marketing

• The last resort!

• Three steps if you fail:

1. Stop

2. Evaluate

3. Come back stronger

The Kill Switch

Page 35: Diploma in Social Media Marketing · 2016-07-31 · Diploma in Social Media Marketing -Part I. Lesson 9 Recap ... When Social Marketing Fails. We need a strategy! When Social Marketing

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!