A Social Media Marketing Strategy to govern campaigns

James Gracey

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About this service

Summary

Using the framework described in these videos https://youtu.be/0uo8AM7ZnRI https://youtu.be/-vU6YtnnjB4?t=133. a comprehensive live strategy is created that can adapt to market developments as things change. https://www.freelancer.com/u/jamesgracey?review_context_id=2095397&review_type=contest&reviewee_role=freelancer&frm=jamesgracey&sb=t

Process

Step 1

Interview - get to know each other.

You share your goals and challenges.

I explain the PPSS framework for a Social Media Marketing Strategy.

Agree on scope of work and expected outcomes. What follows is a collaboration as the each work-item in the framework is applied to defining the strategy. Some of the work is done by internal staff and is presented at the next step meeting/workshop. Brand guidelines are incorporated in all activities.

Step 2. I do some research (if needed) on demographics and look at refining the core value proposition that aligns to goals and market demographics. Discuss, review and agree. This is the foundation for the strategy.

Step 3. Look at the organizational structure of the marketing team and define roles and responsibilities to align to the organizations strategy, goals and objectives.

Step 4. Define the social media focus in terms of which platforms to use and broad campaign messaging for the current business environment. Only platforms that are suitable for our market demographics and goals and objectives are focused on. The high level messaging changes as we go into the future based on changes in the business environment.

Step 5. Develop a Key Word/Phrase (SEO) and meta tag library including backlinks to be used in campaigns.

Step 6. Plot the anticipated customer journey from from initial ad or post to CTA. Define KPI's for each platform or step in the journey for monitoring so that adjustments can be made during execution.

Step 7. Look at the integration of sales (CRM processes) and marketing and define processes, roles and responsibilities.

Step 8. Put together a campaign calendar. Put together the first campaign, Define expected monitoring KPI's. Develop the content. Launch.

What's included

A comprehensive strategy document
Many social media campaigns do not achieve the desired results as the messaging is lost in the noise of social media. Campaign funds are wasted as the posts/blogs/vlogs/videos/website landing page/company and talent profiles on social sites are not held together by a social media strategy. The result is low impact. https://youtu.be/0uo8AM7ZnRI The document / deck will cover. - A distilled value proposition (think tag line) that will govern all internal and external messaging and communication. This value statement defines everything from value we take to the market and the internal ethos of the company. It encapsulated the core values of the organization. All messaging will be built off this foundation. - A target market demographic description. - Brand guidelines. - Social media platforms that will be focused on (not all platforms are suitable for every industry or market demographic). - Customer journey roadmap looking at The journey from the social media platform to the Website to the CTA. - Integration of marketing and CRM. - Development of an SEO keyword/phrases library to be used in campaigns. - Digital vs Physical world marketing activities - Roles and responsibilities in the marketing department.

Skills and tools

Social Media Manager

Social Media Marketer

Social Media Strategist

Google Ads

Instagram

Slack

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