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Abstract 10. November 2013 Bachelor of Arts Author or authors Katharina Urlbauer / 1302012 Title of report How To Create A Successful Social Media Strategy Teacher/s or supervisor/s Johanna Heinonen Group or year of entry 2013 Number of pages and appendices
Table of contents
1! Introduction ............................................................................................................................1! 2! Marketing and Social Media ..................................................................................................2! 2.1! Marketing ........................................................................................................................2! 2.1.1! Definition............................................................................................................2! Marketing is a social and managerial process by which indiviudals and groups obtain what they need and want through reating and exchanging products and value with others. ...........................2! 2.1.2! Basic information ..............................................................................................2! 2.2! Social media ....................................................................................................................4! 3! Social Media Strategy .............................................................................................................5! 3.1! Corporate planning .......................................................................................................5! 3.2! Analysis ...........................................................................................................................6! 3.2.1! SWOT .................................................................................................................6! 3.2.2! Portfolio/ BCG- Matrix ...................................................................................6! 3.3! Platforms.........................................................................................................................7! 3.4! Testing & Changing ......................................................................................................7! Bibliography .................................................................................................................................9!
1 Introduction
Marketing with out using the new technology? IMPOSSIBLE. Not using the social media networks is like Lapland with out snow for me. Nowadays I barely know someone who does not use any social networks, personal friends and also most small businesses have at least a Facebook account. It just seems so simple to connect with people and is cheaper than an advertisement in the newspapers or a TV spot on the television. But also marketing in the Internet should be planned to be successful. The following illustration should once more show you the big role social media has in our life.
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2.1.1 Definition
Marketing is a social and managerial process by which indiviudals and groups obtain what they need and want through reating and exchanging products and value with others.1 Marketing is a process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.2 2.1.2 Basic information The two definitions above however do not describe everything of what marketing is all about. In order to reach that point, when the customer makes the decision and chooses one product and not the other marketing was done right. The originally marketing -mix consists of 4Ps: Product, Place, Price and Promotion. Nowadays the enhanced marketing mix (from 4 to 7 Ps) plays a more and more important role. The added 3ps are: Personnel, Physical Evidence and Process. Those 7 Ps cover all questions and aspects a company should think of to be successful with their product/service. In the following illustration further details to each P can be found.
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2.2 Social media The definition underneath is a short explanation and a reminder on what social media is and gives some example on what channels could be used. A term used to describe a variety of Web-based platforms, applications and technologies that enable people to socially interact with one another online. Some examples of social media sites and applications include Facebook, YouTube, Del.icio.us, Twitter, Digg, blogs and other sites that have content based on user participation and user-generated content (UGC).4
webopedia.com
Before setting up a marketing plan and investing much money and time the company should know its goals. What do the want to achieve with that campaign and what is the aim in general? In order to be able to measure if the goal was reached the goals need to be concrete. The SMART method is one effective way to create such aims. SMART is an acronym and stand for:
topachivement.com
3.2
Analysis
3.2.1 SWOT The SWOT analysis is an (internal) company analysis. SWOT in also an acronym and stands for:
mindtools.com
With this tool you combine the market review, competitors and the company itself/ products etc. By mapping competitors on the right position (depending on the market) you will see where your company is located, what your chances are and what steps should be done (e.g. invest or not). In order to map the other companies you have to research and evaluate the market and the competitors. 3.3 Platforms
Before choosing a platform you should know whom you would like to reach and what message you would like to send. Do you want to promote a new product or do you want to offer a service (e.g. customer support, FAQ, live chats etc.). Although many social media platforms are similar you can reach different people by choosing the right one. Furthermore you can also use more than just one channel. A video clip e.g. on YouTube can also be posted on vimeo.com, myvideo.com or the link shared on social networks like Facebook, MySpace or LinkedIn. Just keep in mind that the more channel you use the more work you have and that sometimes less is more and with some little tricks, like posting on rush hour is also an effective way to reach more customers. Additionally you should also keep the risks of the Internet in mind- everything spreads very quickly. 3.4 Testing & Changing In the beginning you should try and find out if the plan you created with the analysis tools and more works out. As a starter a calendar when to post on which channel and when to check if the goal was reach might be helpful. This calendar can be similar to a timetable in school or a gang chart in the Event Management. When the deadline passed you go and check if you archived your SMART goal. If yes, it is good and you can either think of keeping this strategy or if the result was even better than expected you can even think of raising the aim next time. However if you did not reach your goal you should find out why you did not reach it. Was your goal not SMART or did you choose the wrong platforms, or is the strategy in to-
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tal not working? In that case you have to reconsider the strategy and e.g. create a new one.
Bibliography
1.) Principles of marketing, 5th europen edition, Philip Kotler, Gary Armstrong, Veronica Wong and John Saunders; ISBN: 978-0-273-71156-8 2.) Principles of marketing, 5th europen edition, Philip Kotler, Gary Armstrong, Veronica Wong and John Saunders; ISBN: 978-0-273-71156-8 3.)http://www.google.com/imgres?client=safari&sa=X&rls=en&biw=1280&bih=738 &tbm=isch&tbnid=I2i8B79RXpN_rM:&imgrefurl=http://businessfundas.com/2011/the-8-ps-of-servicesmarketing/&docid=XYFVhLfezRtzwM&imgurl=http://business-fundas.com/wpcontent/uploads/2011/03/marketing-mix7P.jpg&w=655&h=644&ei=9W9_UveJE6mt4AS71ICIDQ&zoom=1 4.) http://www.webopedia.com/TERM/S/social_media.html 5.) http://topachievement.com/smart.html 6.) http://www.mindtools.com/pages/article/newTMC_05.htm 7.) http://www.jthawes.com/BCGmatrix.html Further Information: http://socialmediatoday.com/johnatrapidan/1714501/executing-your-socialmedia-marketing-strategy-7-hot-tips http://www.socialmediaexplorer.com/social-media-marketing/5-steps-todetermine-the-perfect-social-media-strategy/ http://www.experto.de/b2b/marketing/kmu-marketing/in-7-schritten-eineerfolgreiche-marketingplanung-durchfuehren.html http://de.pons.eu/dict/search/results/?q=marktbersicht&l=deen&in=&lf=d e Course Material International School of Management, Dortmund o Marketing SS2013 Alexander Schimansky o Servicemanagement SS2013- Frauke Bender