MKTG 345 Chapter Notes - Chapter 2: Social Media Marketing, Swot Analysis, Social Commerce
Document Summary
Step 1: construct a situation analysis and identify key opportunities what to ask when conduction a situational analysis with reference too possible influencers. Step 2 : state objectives and set budget. What does the organization expect to accomplish through social media marketing? (promotional objectives, service objectives, retail objectives, research objectives) Consistent and realistic (given other corporate activities and resources) Percentage of ad spend: assigns a set portion of the overall advertising budget for the organization to social media activities. Competitive parity method: uses competitors" spending as a benchmark. Objective and task method: considers the objectives set out for the campaign and determines the cost estimates for accomplishing each objective. Step 3: gather insight into your target audience. Step 4: select social media zones and vehicles. 4 types of zones and questions specific to each: social relationship zone strategies. What content will we share in this space: social publishing zone strategies.
