IS2502 Social Media and Social Networks

Week 9
Social Media Strategy II

Ms Rupa
Department of Information Systems
Recap : Social Media Strategy Overview

When develop social media strategies, a business

needs to identify “social failure” and use social
media to provide solutions to the “social failure” to
create values.

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Recap : Social Failure

‣ Social failure are interactions that do not occur,

but would make two people better off if they did
− People’s unmet social needs

‣ Discussion questions
− What are some examples of social failure?
− What are the reasons for social failure?

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Recap : Business Impact of Strategy

‣ Two types of business strategies in terms of

business impact
− Differentiated strategy
• Increase customers’ willingness to pay without a
commensurate increase in cost
− Low-cost
• Reduce its costs without a commensurate decline in its
customers’ willingness to pay

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Recap : Why does Social Failure Occur?

‣ 4 barriers
− Breadth
• Restriction on access to other people
− Display
• Restriction on conveying personal information to others to
create value for both
− Search
• Restriction on obtaining personal information from others to
create value for both
− Communication
• Restriction on conveying personal information to each other to
create value for both
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Recap : Steps to Describe Social Media Strategy

‣ Step 1: Make an overall strategic statement using

the following template:

− (1) [company name]’s social strategy seeks to [reduce

certain cost or increase customers’ willingness to pay]

− (2) by allowing [the target customers] to [address an

unmet social need]

− (3) if they [the tasks you want the target customers to

do]
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Recap : Steps to Describe Social Media Strategy

‣ Step 2: describe in detail the task you want the

customers to do and explain why the task you ask the
customers to do addresses their unmet social needs
(i.e., social failure)
− You need to identify your target customers
− You need to identify and understand your target customers’
unmet social needs (by doing marketing research such as
customer survey etc.)
− Customers’ unmet social needs could be (1) the need to
access others (breadth), (2) the need to display information
to others (display), (3) the need to get information about
others (search), and (4) the need to communicate with
others (communication).

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Recap : Steps to Describe Social Media Strategy

‣ Step 3: explain in detail why the task you ask the

customers to do benefits the company
− The task will reduce certain costs in the value chain
(e.g., the cost of obtaining raw materials, the cost of
production, the cost of advertising and marketing, the
cost of acquiring new customers, the cost of retaining
existing customers, etc.).
− The task will increase customers’ willingness to pay by
providing unique benefits to the customers.

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 Recap : Social Media Research
• Social media research is the application of
scientific marketing research principles to the
collection and analysis of social media data
such that valid and reliable results are
produced.

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Recap : Social Monitoring and
Listening
Proactive

Social listening identifies Social monitoring tracks

and collects social data mentions of specific
for analysis to inform words or phrases on
strategic marketing social media sites and
decisions. triggers a company
response when
necessary.

Reactive
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Recap : Uses of Social Listening
• Brand monitoring. • Gathering competitive
• Measuring campaign intelligence.
effectiveness. • Identifying ideas for
• Gathering customer new product
insights. development or
• Providing customer product improvements.
service. • Identifying risks that
• Gathering ideas for could lead to public
future campaigns. relations crises.

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 Recap : A Model for Social
Intelligence in the Organization

Distribution of intelligence

Data analytics

Data management

Social listening and data capture

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Learning Objectives

1. What are the phases of social media marketing

maturity?
2. What are the steps in social media marketing
strategic planning?
3. What are the key components of an
organizational social media policy?
4. What are the types of social media marketing
tactics?
5. What are content type and content strategy?

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Phases of Social Media
Marketing Maturity

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Phases of Social Media Marketing Maturity

‣ Phases of social media marketing maturity

− Plan systematically to ensure social media marketing
activities are consistent with overall marketing plans
− Level of maturity: trial, transition, and strategic

1. Trial phase
− The first phase of the adoption cycle
− Don’t really consider how social media can play a role in the
overall marketing plan
− Experiment: help them to brainstorm ideas to use social
media and understand what it takes to succeed
− Exploratory stage of what is really a multi-stage process

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Phases of Social Media Marketing Maturity

2. Transition phase
− More systematic way of thinking starts to develop within the
organization
− Not have fully formed a strategic approach
• Common mistake: use of automation (programmed responses)

3. Strategic phase
− Formal process to plan social media marketing activities with
clear objectives and metrics
− Integrated as a key component of the organization’s overall
marketing plan
− Increased brand exposure, brand attitudes, and even sales
driven from social media marketing
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 What are the Steps in
Social Media Marketing Planning?

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Social Media Aren’t Easy

‣ Social media investment remains high

− Exceed 40 billion USD in 2020
− Commitment to social media is strong

Social network
advertising
spending in US

1. Time consuming
− Time to develop high-quality content
− Time posting to SNS and replying to posts from fans and
critics
− Take a long time to achieve your objectives
https://www.statista.com/statistics/736971/social-media-ad-spend-
usa/#:~:text=Every%20year%20billions%20of%20dollars,and%20applications%20on%20social%20media. 18
Social Media Aren’t Easy

2. Difficult to measure ROI

− “Likes” and impressions provide initial metrics on the
success of social media efforts
− However, it can be difficult to deduce how social media
contribute to acquiring new customers and driving sales

3. Risk of negative publicity

− Exposing the brand to external threats
− Without proper management, negative publicity can go viral
and irreparably damage the reputation
− E.g., J&J and Aveeno
− https://blog.engagementlabs.com/aveeno-suffers-guilt-by-
association-in-social-media-but-not-in-real-world
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Strategic Planning and Social Media Marketing

‣ Strategic planning
− Identifying objectives to accomplish
− Deciding how to accomplish those objectives with specific
strategies and tactics
− Implementing the actions that make the plan come to life
− Measuring how well the plan met the objectives

‣ Marketing plan
− Details the product, pricing, distribution, and promotional
strategies that will enable the brand to accomplish specific
marketing objectives

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Strategic Planning and Social Media Marketing

‣ Advantages of marketing plan

− To understand its markets and its competitors
− To be aware of the changing marketplace environment
− Better communication and coordination with partners
− To improve the likelihood of objectives being met
− To enhance the ability of managers to allocate limited resources
using established priorities
− To enable success to be defined

‣ Applications of social media marketing

− A delivery tool to build buzz and word-or-month
− Coupons and promotional offers
− Execution of contests and sweepstakes
− Data to build databases and generate sales leads
− Customer service relationships and research for new product
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Strategic Planning Process

1. Conduct a situation analysis and identify key

opportunities
2. State objectives and allocate resources
3. Gather insight into and target one or more
segments of social consumers
4. Select the social media mix (zones, channels,
and vehicles)
5. Create an experience strategy; Establish an
activation plan using other promotional tools (if
needed)
6. Execute and measure the campaign
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1. Situation Analysis

‣ Details on current problem or opportunity

‣ Social media audit
− Brand’s experience in social media
− Brand’s past social media activity
‣ SWOT analysis
− Internal environment: strengths and weaknesses
− External environment: opportunities and threats
‣ Competitive analysis
− Analyzing competitive social media efforts and how the
target market perceives those efforts
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Social Media Audit Template

Social Media Marketing, Sage

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Social Media Competitive Analysis Template

https://sproutsocial.com/insights/social-media-competitive-analysis/ 25
2. State Objectives and Allocate Resources
‣ Elaborate on what is expected of the social media
campaign and what financial and human resources
are available to meet those objectives

‣ Objective: specific statement about a planned social

media activity in terms of what that activity intends to
accomplish
− Be specific (what, who, when, where)
− Be measurable
− Specify the desired change (from a baseline)
− Include a timeline
− Be consistent and realistic (given other corporate activities
and resources)

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2. State Objectives and Allocate Resources

‣ Social media are not free!

− Content must be generated, shared, and managed, and the
time that takes requires funding
− Use of advertising (paid media)

‣ Allocate resources
− Staffing for content management (social media manager)
− Software and services to manage social media accounts
− Competitive parity method: competitor’s spending as a
benchmark
− Objective-and-task method: determines the cost estimates
for accomplishing each objectives
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3. Profile the Target Audience of Social Consumers

‣ Development of a social media profile of the

target audience
− Market’s social activities and styles
− Who is the core target? How can we describe the key
segments of that core target?
− How and when customers interact in online social
communities, as well as which devices they use to do
so

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4. Select Social Media Mix

‣ Combination of vehicles that the strategy will include

to attain the organization’s objectives

‣ Options: social communities, social publishing, social

entertainment, and social commerce

Social Media Marketing, Sage

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4. Select Social Media Mix
‣ Where the brand will engage with the target audience
− The culture, guidelines and rules, and functionality of each
prospective channel will influence what can and should be
shared, how people engage with each other, and choices
about the timing and frequency of participation
− Each channel should be evaluated for fit

‣ Channel plan
− Identifies the vehicles the brand will use to reach and
communicate with the target audience and summarizes the
tactics that are recommended for each vehicle
− Channel selection influences subsequent decisions on the
topics, types of content, volume of brand activity, and the
forms of engagement
− However, must take into account available resources
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5. Create an Experience Strategy

‣ Positioning statement
− A single written statement that encapsulates the
position the brand wishes to hold in the minds of its
target audience

‣ Brand experience
− Sensations, feelings, thoughts, and behaviors evoked
by brand-related stimuli when consumers interact with
brands

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5. Create an Experience Strategy

‣ How to represent the brand’s social persona

− Define how the brand will behave in the social web,
what voice will be used, and even how deeply the
brand will interact in the social space with customers

− Ultimately be a social representation of the brand’s

position and be consistent with how the brand presents
itself in other contexts

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Managing Social Media in the Organization

‣ Social media policy

− An organizational document that explains the rules and
procedures for social media activity for the organization
and its employees

‣ Word of Mouth Marketing Association’s guide to

designing a digital social media policy
− Standards of conduct
− Disclosure requirement
− Standards for posting intellectual property, financial
information, and copyrighted information
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Managing Social Media in the Organization

‣ Framework for strategic social media marketing

− Scope
− Culture
− Structure
− Governance

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Managing Social Media in the Organization

‣ Framework for strategic social media marketing

Social Media Marketing, Sage

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Questions Answered with
Tactical Planning

Why

Who

Where

What

How

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Who? - The Persona Template

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Where? - Channel Usage

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 What? - Elements of Social
Media Experience

Type of Content Content

tactic type strategy

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 What? - Characteristics of
Effective Tactics

Interactive Targeted Value-Driven Authentic

Participatory Distinctive Purpose-Driven Conversational

Shareable Consistent Memorable Discoverable

Symbolic Functional Experiential Inviting

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 Types of Tactics

• Branching. • Crowdsourcing.
• Contributing. • Seeding/propagating.
• Friending. • Educating.
• Informing/broadcastin • Entertaining.
g. • Gamifying.
• Clustering. • Incentivizing.
• Listening/monitoring. • Selling.
• Collaborating. • Serving.
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Types of Tactics

‣ Experience the brand offers should align with the

relevant zone
− Must fit with the objectives
− Social community: build relationships and include
conversation and sharing
• Branching
• Friendling
• Serving
− Social publishing: informative and educational
• Educating

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Types of Tactics

− Social entertainment: entertaining

• Entertaining
• Gamifying
• Incentivizing

− Social commerce: shopping and buying

• Selling
• Incentivizing

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Content Type

‣ Content
− Social object with which the audience can engage
− Must fit the tactic’s strategic intent

‣ Content type: information asset whose attributes

distinguish it from all other kinds of content
− Live video, prerecorded video, photos, images, articles,
quotes, infographics, announcements, news headlines,
questions and answers, statements, case studies, e-
books, white papers, songs, games, performances,
conversation, etc.
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What? - Content Strategy
Development
What can you offer that matters to target audience?

What can you create that is truly different from that

offered by your competition?

What can be created that is synergistic with brand

position and overall marketing strategy?

What do we need to say?

What content types will be desirable for the target

audience?

Which channels are used by the target audience?

What resources/brand assets do we already have?

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Content Strategy

‣ Content mix in terms of point of view

− Content mix should follow an 80–20 formula such that
80% of the content is audience-focused and 20%
brand-focused
− For every four social media posts that are audience-
centric , the brand can share one post that is brand-
centric or sales-oriented

‣ Google’s The YouTube Creator Playbook for

Brands
− https://think.storage.googleapis.com/docs/creator-
playbook-for-brands_research-studies.pdf
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Content Strategy

‣ Style and standards

− Voice and tone of social media communications should
be consistent with the brand persona
− Standards for content that ensure everything published
and promoted for social media marketing is optimized
for effectiveness
‣ Scheduling with a content calendar
− Capture which content is scheduled and prioritized for
an organization, generally with an annual, quarterly,
monthly, and weekly view

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What? - A Sample Content
Strategy Framework

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Brita’s Filtered Life Series #
filter your feed
Campaign
ties value of
filtering to
the social
media
experience

Content
includes
microsite,
branded
video
content,
and
interactive
app

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Content Strategy

‣ Summary of annual content calendar

Social Media Marketing, Sage

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 How?

• Producing the content.

• Scheduling the content
calendar.

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Atomization Repurposes Content

Blog post

Photo
Infographic
series

Main
piece
eBook Slideshare

Video

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Content Calendars

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 What is a Social Media
Workflow?
“A social media workflow
is a sequence of
connected steps that Understand vision

enables the organization Assign responsibilities

to act efficiently with
Complete projects requiring
minimal overlapping tasks different skills
and resources in order to Prioritize resources
implement the social
media marketing plan
effectively.”

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The Social Media Ream: Roles
and Workflow

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 A Day in the Life of a Social
Media Manager
• 86% of adults experience social media stress!
• Stress is the highest among “constant
checkers.”
• For social media marketers, the always “on”
nature of social media equates to big stress at
work.

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 Recap and Questions
• What is a social media marketing tactical plan and how does it
support the execution of a social media marketing strategy?
• What is a channel plan and how is it used?
• How does a content plan relate to experience strategies?
What are the elements included in the content plan?
• What is an editorial calendar and what should be considered
in developing the calendar?
• How do social media teams manage the roles, tasks, and
schedules related to executing social media tactics?

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Social Media Marketing Examples

‣ Success stories in Facebook

− https://www.facebook.com/business/success

‣ Success stories in Twitter

− https://marketing.twitter.com/en/success-stories

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Summary

1. What are the phases of social media marketing

maturity?
2. What are the steps in social media marketing
strategic planning?
3. What are the key components of an
organizational social media policy?
4. What are the types of social media marketing
tactics?
5. What are content type and content strategy?

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