Don’t just jump into social media . Form “old-school” marketing planning to maximize communication and influence to your target market | Overview BEFORE You Start Your Social Media Marketing 1/8/2009 First - Traditional Marketing Don’t just jump into social media Form “old-school” marketing planning to maximize communication and influence to your target market Marketing Plan Your Customers “Fail to plan, plan to fail.” 1/8/2009 Triple Jump - Hop, Step, Jump Hop – Understanding who you are Step – Determine campaign objectives Jump – Communication plan – including social media 1/8/2009 Understanding Who You Are Define what you offer Target Market Value proposition Position in Market Before you even think of communicating 1/8/2009 Know The Market leader Who is the Market Leader And other competition Ready to be the leader for a target market? 1/8/2009 Benefits of Market Leadership Public recognition Premium price margins Shorter sales cycles, lower cost of sales Free 3rd party support Lots of free publicity Long product life cycles Easy recruiting Access to decision-makers . | Overview BEFORE You Start Your Social Media Marketing 1/8/2009 First - Traditional Marketing Don’t just jump into social media Form “old-school” marketing planning to maximize communication and influence to your target market Marketing Plan Your Customers “Fail to plan, plan to fail.” 1/8/2009 Triple Jump - Hop, Step, Jump Hop – Understanding who you are Step – Determine campaign objectives Jump – Communication plan – including social media 1/8/2009 Understanding Who You Are Define what you offer Target Market Value proposition Position in Market Before you even think of communicating 1/8/2009 Know The Market leader Who is the Market Leader And other competition Ready to be the leader for a target market? 1/8/2009 Benefits of Market Leadership Public recognition Premium price margins Shorter sales cycles, lower cost of sales Free 3rd party support Lots of free publicity Long product life cycles Easy recruiting Access to decision-makers Customer loyalty and retention Previews of new technology, customer plans Most favorable distribution terms 1/8/2009 Next – The campaign Communication/Campaign Goal Target Audience Target Audience Perceptions Defined Offering Call to Action 1/8/2009 Social Media Marketing Involve Create Discuss Promote Measure To Increase website traffic Invoke positive user behavior (external and internal tracking) Increase page views Grow mindshare and brand awareness Create a positive brand association and keep it sticky Increase customer interaction and ultimately advocacy Long term - conversion and sales George Benckenstein 1/8/2009 Notes Excerpts from the Social Media Marketing Plan Steve Goldner stevegoldner@ 1/8/2009
