Master Class Presentation at Hult University in Dubai Dr Evangelos Moustakas

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business strategy
e-marketing strategy
social media strategy
Social media campaigns do not stand alone
Key campaign planning issues
• Goal setting and tracking
• Campaign insight – which data about customer and competitor behaviour
is available to inform our decision?
• Segmentation and targeting
• Offer and message development. How do we specify our offer and
key messages?
• Budgeting and selecting the digital media mix – How
should we set the budget and invest in differentforms of digital media?
• Integration into overall media schedule or plan –
how should we plan the media schedule which incorporates different waves of online
and offline communications?
Buying
decision
process:
The five
stage model
Types of Media
1) Paid media 2) Owned media 3) Earned media

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With SM
campaigns…
if your brand is
good it will get
better but if it
is bad it will be
over._
Is social media campaign
development something
we do internally or
should we outsource?
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Prepare and align
internal roles, processes,
policies and stakeholders with
business objectives.
Social business is a profound
change that impacts all
departments.
Who will be
involved
in the process
of developing
and managing
SM campaigns?
promotions, brand launch, re-branding, brand monitoring
customer service, community outreach, education, public
relations, crisis management communication, recruitment,
quality improvement, employee collaboration._
Social media
campaigns for…
promotions, brand launch, re-branding, brand monitoring
customer service, community outreach, education, public
relations, crisis management communication, recruitment,
quality improvement, employee collaboration._
Social media
campaigns for… Strategic consultation, training, creating content, integrating tools,
distributing content, relationship management, measuring value
Social Media Costs

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Monitor your brand,
your competitors’ brand
and keyword mentions
for customer pains
SM tools for research._
— To find people
— To rank influencers
— To find conversations, themes
— To plan when to act and what to say
How
do our beloved
customers use
social media?
People connect
online with their offline
friends.
People love to connect to
people.

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>50% of social
network users
are connected
to brands.
Offline brand
experiences are
the main online
conversation
starters.

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People become a fan on Facebook
because they like the product, not
because of advertising.
36% posted content
about a brand on
social networks.
Positive experiences
are bigger conversation
starters than negative
experiences. People like
positive stuff.
42%
Had a conversation with a
brand via social networks
Consumers want to be in the
boardroom. 44% is asking to take part in
co-creation of products & advertising.
learn, learn more,
learn again…

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PRO Social Media Training [Portugal]
www.socialmedia.com.pt
www.facebook.com/PortugalMarketing
Spot the #errors
• Header image can not be used for promotional purposes,
fangating, contest referral or even contact information!
April 2013, Fitness Time: Social Media Question:
Why the following post was not promoted
/ accepted by Facebook?
Health and Fitness FB Guidelines
https://www.facebook.com/help/224866337548977
Who will view
your campaigns?
Customers, donors, volunteers, employees
Investors, critics, fans, competition

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Develop a campaign on Facebook for Alpha Media Communications
Duration: 1 week Segment: Saudi Arabia [Riyadh, Jeddah, Dammam], Males/Females
24 – 50 years old, all types of digital device holders.
52%
See criticism as
an opportunity
for change
Don’t try to delete or remove criticism (it will just make
it worse), Listen to the people, Admit your problems,
Work openly towards an explanation and legitimate
solution
42% of consumers
complaining
on social media
expect a 60 minute
response time._
30%

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Consumers prefer(ed) e-mail
over social networks to ask
questions to brands. But...
Campaign monitoring
24/7
Facebook
Pages
Manager App
Facebook Pages on
iPad and iPhone
The most important
above anything else!
Consumers …………have taken control.
Complete control!_
Sophisticated consumers
They know what they want
and they will tell others._

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