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),
Selecting Your Strategy
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Social Marketing Capstone Project
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Selecting a Strategy
Select the strategy for your Project and establish your empowering concept.
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Randy HlavacLecturer, Medill IMC; CEO, Marketing Synergy Inc
Now that you've identified the empowering concept and
thought about the mission that the market that you're going after is going through,
now we need to select our social strategy.
And so what we're going to do is I want to briefly revisit the three strategies, and
the one that you want to select is the one that is most appropriate for
the mission they're on, for the empowering ideas you're thinking about doing.
Remember we have a lot of flexibility still, and
the goals that you want to accomplish for your business or for yourself.
So if you think about it we have engagement, we have nurture marketing, and
social IMC.
The goals are very different.
In engagement marketing we want to establish our social footprint.
And what we want to do is we want to put out great content
that will really get people excited.
How are we going to determine the content?
By listening to the influencers, listening to the social conversations,
looking at our specialization, and figuring out a way to do it.
Now what we're going to do with this strategy,
as I'm going to give you some tools to lay out, we're only going to do three months,
but we would ideally do a 52 week assessment of the market.
So here's our calendar of different types of content we're going to put out.
And begin to plan out how we're going to engage with them depending on where
they're at in the social pyramid.
The relationship of engagement is anonymous,
we really won't know who they are, other than we'll see their handles if you will,
coming back to our side over and over.
But then we want to give them something that's awesome, but remember,
awesome is shot from the prism of where they're at and what they want.
In other words, it may be, it may look like a very boring report to a consumer,
but to an engineer it could be a wealth of information.
And the same thing's true,
it may be a video, but it may be giving them an e-book was better.
The key we want to think about is what are the topics that have
become awesome to them, and what sort of content do they want, and
where are they at in the social pyramid?
The marketing is basically viral.
We'll spend some money going out to get them.
But hopefully, if we do it right, they'll bring in other people like them.
And so, we will have a marketing program that will go on and
off, depending on how we want to grow our social sites.
And the metrics are basically social.
We're going to be looking at things like, how many followers do they have?
How many people are coming back?
How many people are watching or consuming different sorts of contents?
And so we'd be basically working within the limitations of the social
networking site to figure out what's going on.
Is that bad?
No, that's what they're there for.
But the key is, we won't link it over to sales and
bottom line ROI because that's just impossible to do with this strategy.
With engagement, the best we can do is post-purchase surveys to say,
did you go to our sites and so forth to establish value?
There's no direct link like there are in the other two.
Nurture marketing is the sales relationship.
And to do that we have to have a good idea that by product,
by target market, we can understand the consumer journey through to purchase.
And what we're going to do is we're going to establish a few sets of steps, we'll
go through those here in a bit that will say, here's the steps they go through.
Then we're going to put relevant content in there and
what we want to do is if they love the content when they hear the description
because we're not giving them the content.
They'll go to a landing page, give us their email, give us a password,
give us some information, give us some opt out information.
And then we'll give them the content they're really driving toward.
But we'll also [INAUDIBLE] databases, so this is a strategy
that really does have a link to the bottom line sales of the organization.
And what we're going to is, we'll monitor them.
If we have something like Silverpop, we could monitor them using cookies as they
visited our website to say, you know what?
What they're consuming right now indicates they've moved from step one of our process
to step two.
And then we can give them the relevant content.
Barring that, we will continue to put out different options for
each step in the consumer journey, for each target market.
And as they go from one to the next to the next,
we'll be able to match that up because they'll have the same email address and
we'll know that they're moving towards a purchase.
So it's very much of a sales relationship.
Social IMC's a lot different.
What we're going to do, I like to think of it as embrace, we're going to take as much
of the target market, both our customers and our prospects.
We're going to take them out to a private virtual community
where we're going to help them achieve their goal.
Our community is going to be powered by our company,
but it's going to be named after them.
And our goal will be to do whatever we have to do to help that community achieve
what it's trying to do, and those are the empowering concepts.
The key behind it is, because we're always there when they're ready to buy, it makes
it very easy for them to engage us in the sales and marketing relationship.
But more importantly, because we're a part of the community,
we're a part of their lives, which means we will have taken those people
away from the competition to a private virtual community.
That they really can't duplicate, because we're there and
we're already taking care of it.
And so it gives us a very, very strong business relationship as we move forward.
What I want you to do now is in the capstone,
you can build all three of the strategies.
But the key is they have different performance funnels, as we'll see,
they have different applications of the Empowering Concept, and
they just are put together a little bit differently.
You're not restricted to any one in the capstone.
You can do whatever you want.
But what I'd like you to do is review all three strategies and
then think about them.
Maybe lay it out on a spreadsheet.
And then make a decision as to which one you think best meets the mission that
they're on, the empowering concepts that you're thinking of, and
the business relationship you want to have with them.
And let's focus on that as our primary one.
Again, as we go through the entire capstone, we can switch around, but let's
start with the one you think would really be the best way to link up with them.
Let's put all the components together and see if that's really the case.
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