6-point framework for Social Media Marketing strategy

Social Media Marketing Strategy is the buzz-phrase of all marketers these days.

However, we recently found out that all the “strategy” related buzz flowing around actually boils down to the TOOLs used – and not the STRATEGY. In a previous post we briefly outlined the 3 foundations on which SMM strategy should be built upon. This post will focus upon developing a framework for developing SMM campaign strategy.

Like any strategy, the framework for SMM campaign can be simply depicted as a closed loop system (see figure).

6-point closed-loop strategy framework

Where are we?

To know this, we need to gain intelligence on our competitors and customers. We need to monitor and listen to the buzz around our industry and category, utilizing independent resources and tools available online.

Secondly, even though social-media knowledge is high among most customers and industries, we still need to assess the current level of social-media readiness of our customer universe. An understanding of this will make a difference in deciding the tools we’d like to employ during the later stages.

Thirdly, we also need to identify our digital assets and our available content, which should give a fair indication of the level of resource allocation needed for our campaign.

Who are with us?

Analysis involved in the above steps will specify the target audience we need to address and their social-technographic profile. We need to identify which social media clusters or combination of these would work for us.

Where do we want to go?

Our Analysis would also give an indication about our realistic Goals / Objectives for the campaign. These objectives must be aligned with the target audience clusters and the metrics we’d employ to monitor / measure our campaign. From this, we’d have targeted and measurable objectives.

While setting objectives we also need to gain a balance between “effectiveness” and ‘impact” of the campaign. Broadly, the objectives could be:

  1. Listening – Researching to gain customer understanding
  2. Talking – Spreading Co. messages
  3. Energising – Powered buzz created by enthusiastic customers
  4. Supporting – Helping customers support each-other
  5. Embracing – Integrating customers into the business (e.g. participating in design process) – though applicable in case any of 4 other objectives has already been met.

How can we go there?

The processes involved in achieving our objectives need to be carefully formulated. The need and current level of social-media readiness will lead to employable tactics from an ever increasing universe of tools available; e.g. blogging, micro-blogging, multimedia sharing, bookmarking, etc. From this we’d get an idea of the share of investments needed out of overall online budgets.

Secondly, we need to integrate the social media tools with other online tools and tactics employed (e.g. SEM, PPC, SEO, SMO, etc.). Monitoring and management of tactics and resources is crucial at this stage. We need to select SM platforms based on tactical effectiveness and architectural fitness.

Are we ready to go?

Once the processes have been formulated, we need to develop SM architecture in order to map out the multiple activity levels. For any SM campaign, the Blog acts as the hub, while the communities (e.e. Facebook, Youtube), forums, outposts (e.g. Twitter) act as the spokes of the structure.

Taken as a whole, the SM architecture acts as an interface of the SM campaign for the target audience, as well as acts as a dashboard to control campaign implementation.

What’s our progress?

Once implemented, we need to constantly monitor the campaign for its effectiveness, based on the metrics set at the 3rd stage and take steps to amend tactics as we go along.

Last but not the least, we must not forget that the above framework has been developed within the 3 foundations of SM campaign planning, discussed in a previous post.

Resources:

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About shantanu.sengupta
I'm a passionate Strategic Marketing professional who deeply understands the interplay of Technology, Collaboration and Design that drives brand innovation and growth in a post-recession world today. I believe that marketing solutions cannot be found by referring to historical case studies, esp. since no two marketing problems are the same. As a result, instead of adhering to a jargonised approach to marketing, I follow Design Thinking principles, challenge existing norms and processes, and search for innovative ways to solve marketing problems. I specialize in developing and implementing marketing and communication strategies across B2C and B2B channels, with a clear focus on brand development and customer engagement that increases future brand value.

4 Responses to 6-point framework for Social Media Marketing strategy

  1. Pingback: 3 Foundations of Social Media Marketing campaign « one % inspiration

  2. I like your post very much. Thank you for quality information.

  3. Great ideas about marketing online. I am always ready to learn more about this subject. Thanks.

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