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Social Media Strategy Prerequisites and Segmentation

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These slides cover three things you must do before you plan and execute a social media marketing strategy. Specifically, the focus is on setting goals, segmenting markets and discovering targets. The slides include some exercises and videos. The presentation is perfect for teaching social media marketing and a good social media teaching resource.
Made to accompany Social Media & Mobile Marketing Strategy from Oxford University Press.

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Social Media Strategy Prerequisites and Segmentation

  1. 1. Segmentation for Social Media Strategies Chapter Two
  2. 2. Social Media Strategy • What are three things you need to do before you plan and execute a social media strategy? • 1. • 2. • 3. What is wrong with this statement? “We need a social media strategy”
  3. 3. Goals for Social and/or Mobile • Increasing traffic from social media sites or mobile properties • Improving brand reputation • Converting social media followers, mobile app or mobile web searchers to customers • Finding new customers • Improving search engine positions • Reducing cost of marketing communications programs • Communicating with specific groups of consumers • Engaging targets through social media or mobile • Building one-to-one relationships with customers • Driving an immediate action • Building relationships with influentials • Generating positive buzz around an issue, news or product • Collecting information for strategy development • Improving company communications • Assisting with staffing and recruitment • Must have a metric or measure for each goal that is quantifiable
  4. 4. Three Key Questions 1. What do I want to achieve with my strategy? • Increase your search engine rankings • Engage with your customers • Build brand awareness or specific brand beliefs • Reduce your costs for customer service or media • Sell more products or services 2. Who do I want to attract? Do an analysis to determine which social sites your target uses and whether they are likely to engage with you there. If not, it may be better to reach out to bloggers who can connect with your customers or potential customers and help raise your rankings. 3. What do I want the target to do? So, just being on social media isn’t enough to justify the effort. You have to figure out what you want people to do. Do you want them to engage with your brand? If so, how do you want them to engage and why do you want them to do so?
  5. 5. Goals for Social Media • Measurable, Quantifiable, Time Specific, Reachable • Goals – Increase brand awareness from 1% to 20% over a six month period beginning January 2017. (How will you measure? Try How Sociable Brand Magnitude ) – Increase Twitter followers by 200% in the third quarter of 2018 (Goal or Strategy? Should be tied to a more business-oriented result) – Increase brand awareness and deeper product penetration in new markets by increasing volume sales by 15% compared to last year’s growth rate during the months of September and October. (What is the starting point?) – Redesign a new website by June 1st, 2018 that will be a primary location for brand/product information and drive a 15% increase in unique visitors as a result of two search tactics: (1) increase the amount of brand mentions in top 3 blogs of choice, and (2) purchase key words on top 3 search engines by said date above. (Goal or Strategy? Tied to a larger goal)
  6. 6. Yankees
  7. 7. Evaluate these Goals: 1. Increase trial by 20% 2. Brand awareness: Increase the "Strength" in www.socialmention.com from 1% to 20%. We use this as a measuring tool for brand awareness because "strength" by the site definition is "the likelihood of your brand being discussed in social media". 3. Website performance: Site traffic and internal followed links should be increased. We wish to increase the average number of unique visitors for its website to 7,000 per month. This is a 35.14% growth on the average unique visitors per month. As for the low number of internal followed links, we set a goal to increase the measurement on opensiteexplorer.org from 6 to 900.
  8. 8. Social Mention
  9. 9. Goals on Facebook
  10. 10. Setting Digital Marketing & Social Media Goals • Ernest Barbaric Video on Social Media Strategy • What would you recommend to improve this video and provide better information for a strategy?
  11. 11. Segmentation • The process of defining and subdividing a large homogenous market into clearly identifiable segments having similar needs, wants, or demand characteristics. Its objective is to design a marketing mix that precisely matches the expectations of customers in the targeted segment. Requirements: • clear identification of the segment • measurability of its effective size • its accessibility through promotional efforts • its appropriateness to the policies and resources of the company.
  12. 12. Give an example of each type of segmentation.
  13. 13. Locating Segments
  14. 14. Snapchat Ad Manager
  15. 15. Targeting • First, choose a brand or sports team. It is best to pick something big with which you are familiar. Next choose a platform: Facebook, Snapchat, Twitter or LinkedIn. You will use the Ad Manager or Campaign Manager. • In this assignment you will segment the market for advertising that includes 4 types of segmentation methods: geographic, demographic, psychographic and behavioral. • Report to the class the categories of information available for targeting ads. Show a screenshot of your findings. • Steps – Find the ad manager or campaign manager software using Google. – Select Brand Awareness as a goal. – Create an advertisement – Choose your targeting and include all 4 types – Take a screen shot of your audience – If you can create and advertisement – please do so and take a screen shot – Where will your ad appear?
  16. 16. Custom Audiences
  17. 17. Case Study - Adidas • adidas Uprising serves as a proving ground for the next generation of basketball superstars. Through the Gauntlet tournament series and Summer Championships teams face elite level competition allowing athletes to hone their skills and ready their game for the collegiate and professional levels. Read more at http://www.slamonline.com/college-hs/high-school/adidas- announces-sites-dates-2017-uprising-circuit/#KEdhfxev5wgshAhm.99
  18. 18. Adidas Uprising • Adidas Video • Questions to Consider – What objectives were set? – What metrics were used to evaluate the campaign? – Were the objectives and metrics appropriate? – What else should Adidas be doing?
  19. 19. Social Media Usage US
  20. 20. Multi Platform Usage
  21. 21. Social Media Demographics Facebook, Twitter, Instagram, Pinterest, LinkedIn, Messaging Apps – Each team examines demographics for a site. – Describe the users in terms of age, gender, income, education. – Do Demographics tell a good story? Video Link to Pew Internet Research Data for Exercise
  22. 22. Digital Segmentation & Targeting • Contextual http://www.expedia.com • Google Contextual Video • Behavioral http://www.nytimes.com/ • Yahoo Behavioral Video • Geotargeting http://www.yelp.com/manhattan • Daypart targeting Gourmet Ads • Affinity targeting Walking Dead Fan Site • Purchase based category targeting Scoop Adventures
  23. 23. Forrester Research Technographic Ladder
  24. 24. Case Studies • Cott Cola – What are the goals of the campaign? – What was the strategy? – How was success measured?