social planning: how you might be missing the mark
TRANSCRIPT
Social Planning:How You Might Be Missing the Mark
© 2015 Simply Measured, Inc
Housekeeping
• Listening/voice options
• Questions and chat room
• #SimplyPlanning
• Recorded webinar
• Post-webinar survey
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© 2015 Simply Measured, Inc
Speakers
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Lauren BerryEnterprise Client Partnerat Simply Measured
Uri Bar JosephSr. Director of Marketingat Simply Measured
© 2015 Simply Measured, Inc
Poll Question & Results
4
“Plans are nothing; planning is everything.”
- Dwight D. Eisenhower
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From the Scientific Method to Management Frameworks
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Marketing Management Process
"...companies also need to pay attention to the management.
Managing the marketing process requires the four marketing management
functions - analysis, planning, implementation, and control.”
(Kotler & Armstrong, 2012: p.53)
ControlMeasure results
Take corrective action
Evaluate results
ImplementationCarry out the
plans
PlanningDevelop strategic
plans
Develop marketing plans
Analysis
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© 2015 Simply Measured, Inc
The Social Media Marketing Management Process
SOCIALANALYTICS
SOCIALENGAGEMENT
MEASURE
PLAN
EXECUTE
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Time
QualityImprovement
MEASURE
PLAN
EXECUTE
MEASURE
PLAN
EXECUTE
ContinuousImprovement
ConsolidationThroughStandardization
Continuous Improvement
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"If you are not spending 30% of your time in 2013 with data, Ms./Mr. Marketer, you'll fail
to achieve professional success.”
- Avinash Kaushik, Author,Digital Marketing Evangelist - Google
© 2015 Simply Measured, Inc
Strategic Planning Process
GOALS
DESIRED OUTCOMES
RESULTS
STRATEGIESMEASURES &
TARGETS
Objective
How can we improve? Where do we want to go?
How did we do? How do we get there?
How do we measure success?
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© 2015 Simply Measured, Inc
Planning Your Social Media Strategy
Audiences
Conversations
Competitors
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5 Common Planning Mistakes
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Mistake #1: Goals
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Not Having the Right Goals
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Focus on Business Needs
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Mistake #2: Competitors
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Ignoring Your True Competitors
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Find Competitors with the Same Audience
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Mistake #3: Incomplete analysis
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Getting Tunnel Vision
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Listen to Audience Feedback
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Mistake #4: Audience
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Not Knowing Who Is in Your Audience
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Pick the Right Channels and Strategy for You
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Mistake #5: Planning
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Falling in Love with Your Plan
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Stay Nimble
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Takeaways
© 2015 Simply Measured, Inc
Takeaways
• Focus on business needs
• Find competitors with same audience
• Listen to audience feedback
• Pick the right channels and strategy for you
• Stay nimble
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© 2015 Simply Measured, Inc
What Is Social Analytics?
PLAN
DEFINE YOUR SOCIAL STRATEGY
MEASURE
OPTIMIZE YOUR SOCIAL TACTICS
EXECUTE
Audiences
Conversations
Competitors
Brand Activities
AudienceEngagement
BusinessImpact
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© 2015 Simply Measured, Inc
About Simply Measured
Simply Measured is the most complete social analytics solution, empowering marketers with unmatched access to their social data to more clearly define their social strategy and to optimize their tactics for maximum impact.
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Thank You