Social Media in Marketing

Marketing Plan for Social Media

Svetlana Popova POBBA12 1.11.2013

Table of contents
Abstract..........................................................................................................................2 Overview of Main Steps................................................................................................3 Conduct Research Define your goals Develop a Strategic Method Measure and valuate the Results References............................................................................................................!

Abstract
This report is aimed at planning and creating a s ccessf l social media marketing campaign. !t incl des information a"o t vario s elements that need to "e taken into consideration #hen esta"lishing and r nning markeing campaign on different social media platforms. This research #as cond cted thro gh the medi m of st d$ and o"servation and is "ased on vario s articles on respected so rces as #ell as the a thor%s personal e&periences. 'or the p rposes of this report a thor created a thoro gh plan of esta"lishing a marketing campaign online as #ell as detailed description of each step and the gro nd for ever$ statement. The aim of this report is to get ac( ainted #ith social media as a marketing and commercial tool and get a deeper nderstanding of #hat e&actl$ needs to "e done to " ild a campaign that is going to "e s ccessf l. All the references are provided at the "ottom of the doc ment. 'or more information regarding this paper please contact svetlana.popova)m$$.haaga*helia.fi

Overview of Main Steps

Conduct Research The first and the most essential step for esta"lishing a s ccessf l marketing campaign in social media is to cond ct the "asic research. Based on $o r target a dience+ $o need to determine #ho the$ e&actl$ are and #here the$ are online. ,o might #ant to look into S-O report to nderstand #hat $o r target a dience is looking for online+ #hat the$ find most interesting in $o r #e"site .it can "e done thro gh heatmaps/. As #ell+ it might "e sef l to look at the ke$#ords of their search+ ho# $o r potential c stomers find $o r #e"site .referrals+ etc./. The second step in $o r research sho ld "e to determine #ho $o r competitors are. Take time to o"serve #hat and ho# the$ are doing online+ ho# the$ sed social media to reach their .and $o rs0/ target a dience+ #hat #as s ccessf l1 ns ccessf l in their campaign etc. Define your goals 2hen $o got ac( ainted #ith $o r target a dience and $o r competitors+ it is time to define $o r goals. Since $o al#a$s need to keep an e$e on $o r performance+ clear goals can help $o a lot. ,o need to kno# e&actl$ #hat $o #ant to get o t of $o r campaign3 even if $o have a small compan$ don%t "e afraid to set am"itio s goals * #ith time and effort $o #ill "e a"le to see progress in $o r performance. -ven if $o think that $o r #e"site is doing #ell+ it can still do even "etter3 think a"o t it4 #o ld it "e "etter to have 10.000 c stomers #ho immediatel$ " $ something " t never come "ack again+ or have over 100.000 c stomers #ho constantl$ keep coming "ack5 A good set of o"6ectives #ill help $o define $o r marketing strateg$. Develop a Strategic Method !n advertising+ the main aim is to deliver a message to $o r a dience. 7o#ever+ social media marketing campaigns have a little more lee#a$4 the$ are a"o t conversation+ starting a dialog e #ith $o r c stomer. 'irst of all+ $o need to keep in mind the p rpose of this conversation .it relegates "ack to $o r main goal/. 2hen $o are online it also matters ho# $o present $o r message to c stomers3 it is ver$ important for $o r information to "e fo nd+ consider sing search engine optimisation for each post $o #rite. Measure and Evaluate the Results Track $o r progress+ don%t "e afraid to "ring changes to $o r plan according to feed"ack1res lt $o get. Since social media is a relativel$ ne# medi m for commercial se+ it ma$ "e hard to set the mark. The "est #a$

to achieve $o r goals is not to "e afraid of change and e&periment. 8eep tr$ing and #ork on $o r mistakes0

References
http411###.socialmediae&aminer.com1social*strateg$*#ith*neal*schaffer1 http411###.entreprene r.com1article122932: http411en.#ikipedia.org1#iki1Social;media;marketing