Tài liệu BEFORE You Start Your Social Media Marketing pdf

01/20/14 Confidential - NOT TO BE DISTRIBUTED withou t written consent 1 Overview BEFORE You Start Your Social Media Marketing http://digiworldhanoi.vn 01/20/14 Confidential - NOT TO BE DISTRIBUTED without wri tten consent 2 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.” 01/20/14 Confidential - NOT TO BE DISTRIBUTED without wri tten consent 3 Triple Jump - Hop, Step, Jump  Hop – Understanding who you are  Step – Determine campaign objectives  Jump – Communication plan – including social media 01/20/14 Confidential - NOT TO BE DISTRIBUTED without wri tten consent 4 Understanding Who You Are  Define what you offer  Target Market  Value proposition  Position in Market Before you even think of communicating 01/20/14 Confidential - NOT TO BE DISTRIBUTED without wri tten consent 5 Know The Market leader  Who is the Market Leader  And other competition  Ready to be the leader for a target market? 01/20/14 Confidential - NOT TO BE DISTRIBUTED without wri tten consent 6 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 01/20/14 Confidential - NOT TO BE DISTRIBUTED without wri tten consent 7 Next – The campaign  Communication/Campaign Goal  Target Audience  Target Audience Perceptions  Defined Offering  Call to Action http://digiworldhanoi.vn 01/20/14 Confidential - NOT TO BE DISTRIBUTED without wri tten consent 8 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 01/20/14 Confidential - NOT TO BE DISTRIBUTED without wri tten consent 9 Notes  Excerpts from the Social Media Marketing Plan  Steve Goldner  stevegoldner@optonline.net  www.linkedin.com/in/stevengoldner  www.twitter.com/SocialSteve . NOT TO BE DISTRIBUTED withou t written consent 1 Overview BEFORE You Start Your Social Media Marketing http://digiworldhanoi.vn 01/20/14 Confidential. Traditional Marketing  Don’t just jump into social media  Form “old-school” marketing planning to maximize communication and influence to your target