Pilot Program

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Social Marketing Capstone Project

161 classificações

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Northwestern University

Social Marketing Capstone Project

161 classificações

Curso 6 de 6 em Specialization Social Media Marketing

Your markets are on social and you need to be there. However, your social strategy needs to be based on the business metrics which define your success. This final Capstone Project in the Social Marketing Specialization will put the methodologies, tools, and insights you have learned to the test as you create a multifaceted plan to assure effective social marketing is an integral part of your business strategy. Whether your company has a sophisticated Engagement Strategy or you are a new start-up, you will learn to harness the full power of social marketing to grow provable market share and build stronger relationships with your high value markets. For success in today's digital world, you must have a plan to integrate your social and mobile marketing strategies into your business strategy. In this Capstone you will use the practical skills that you’ve mastered through the Specialization to demonstrate your ability to integrate social and mobile marketing strategies into a company’s business strategy. 2016 Capstone Schedule: 1st offering begins on February 29 (2/29/16). It will be offered again starting on May 23 (5/23/16), August 29 (8/29/16), and November 28 (11/28/16),

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Complete and Submit Your Capstone Projects

This week you will complete and submit your Capstone Projects for peer review.

Pilot Program3:27

Social Marketing Schedule5:02

Presenting Your Plan4:49

Final Presentation of the Specialization6:43

Conheça os instrutores

Randy Hlavac
Lecturer, Medill IMC; CEO, Marketing Synergy Inc

While you've seen the pilot program carry through the numbers of the entire

template, let's spend just a minute to talk a little bit about the pilot program.

One of the problems is if I'm a start-up or

if I don't have a lot of experience in a market or not an experienced marketer,

it's kind of scary to start investing $50,000, $100,000,

$1,000,000 and not know if it's going to work.

Also, if I'm new to an organization,

they may not trust me and I need to show I'm a good steward of their money.

And so one of the things that works really well is a pilot program.

And the idea behind the pilot program, let me show you, is it basically if we go

through it, we're building our market assessment using discovery but

rather to do a full year program which I call deployment.

At the minimum, I can have a pilot program.

The pilot program is three months or a partial part of a year where you're going

to do a part of what you're going to actually accomplish.

The idea is stripping the whole idea down.

If I look at my marketing program and my empowering concept,

what's the minimum I need to do to really make that empowering concept still work?

So I have four webinars, I'll just do one.

If I'm going to do five ebooks, I'll just do the first one.

In other words, cut it down that way.

The support systems, I radically cut down.

I may not do all the pieces, but the idea is that if my pilot program hits my

initial metrics, then I can go to senior management and say,

let's quickly put in more articles, more videos,

let's start putting in more and more rich content to keep people coming back.

I don't completely get rid of the support systems, but I minimize them.

If I have a social IMC program, I am going to have the profile page,

I am going to have the registration pages and so forth.

And I may not have as many articles or as many videos or

as many other things to go forward, but I'll get it started.

Also, in terms of the go viral marketing program,

I'm going to maybe not do all of it, especially the high cost stuff,

to get things going and then I'll ramp it up as I go.

Pilot programs are just a way to think simpler,

to think of something that's more stripped down, to get senior management to do it.

But as you're doing it, you want to make sure they understand that

you want to move forward and they need to make the commitment to move forward.

Because the worst thing you can have is a stripped down pilot project that

nothing to keep the community coming back.

Because once they leave, they're never showing up.

So you want to say, this is a way of getting started, and

if the first part of my performance funnels are hitting the metrics,

then I need the money to come in here so I can build out the rest of it.

So a pilot program is just a proof of concept, but if it is a proof of concept,

as soon as you prove the concept, let's get into building out the whole community,

because if you don't,

you're going to lose them, and once you lose them, they are not coming back.

So pilots are just a way to get things rolling, especially with the senior

management team that doesn't quite trust you or doesn't quite get the idea, or

maybe they just really scared about the overall investment.

It's a way of saying, look, this thing's working.

It's working to our performance metrics.

Now, let's put the rest of the money in to really build this up for good.

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