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Tuten3e_PPT04.pptxSocial Media Marketing
Tracy L. Tuten & Michael R. Solomon
Social Media Marketing Strategy
Chapter 4
Learning objectives
Where does social media marketing planning fit into an organization’s overall planning framework?
What are the phases of social media marketing maturity? How does social media marketing change for companies as they shift from the trial phase to the transition phase and eventually move into the strategic phase?
What are the steps in social media marketing strategic planning?
How can organizations structure themselves to support social media marketing?
What are the key components of an organizational social media policy, and why is it important to have such a policy in place?
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Stages of social media marketing maturity
For reflection
Are bots a good strategy?
What are the pros and cons of automation shortcuts that use artificial intelligence (AI)?
What are the steps in social media marketing planning?
Step 1
Situation analysis
Figure 4.1 Social media audit template
Figure 4.2 Social media competitive analysis
Step 2
Objectives and budget
Develop SMART objectives
Figure 4.3 Top objectives marketers pursue
Step 3
Target audience
Buyer persona
Step 4
Social media zones and vehicles
Honda’s zones of SMM
Step 5
Experience strategy
Dimensions of brand experience
Trigger senses
Evoke feeling
Activate behavior
Stimulate perception
Brand experience leverages brand personality
Step 6
Establish activation plan
Step 7
Execution and measurement
Measuring success: “Honda Loves You Back” campaign
44 million unique earned media impressions
Hundreds of thousands of YouTube views
Positive sentiment
Social WOM
Typical mistakes
Mini-case study: Honda’s storytelling of Serial One creates emotional experience
Managing social media marketing in the organization
Social media policies
Organizational structures for social media marketing management
Centralized structure
Organic structure
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Holistic honeycomb structure
Coordinated structure
Dandelion structure
Social media management systems
Figure 4.6 A framework for strategic SMM
Recap and questions
Where does social media marketing planning fit into an organization’s overall planning framework?
What are the phases of social media marketing maturity? How does social media marketing change for companies as they shift from the trial phase to the transition phase and eventually move into the strategic phase?
What are the steps in social media marketing strategic planning?
How can organizations structure themselves to support social media marketing?
What are the key components of an organizational social media policy, and why is it important to have such a policy in place?
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