RELEVANT TO THE TARGET AUDIENCE(S)? Technology Type Examples for this audience
User-generated content – blogs, Twitter,
podcasts, YouTube, e-books, article marketing Social networks and virtual worlds
Collaboration
Ratings
Folksonomies and content organizing
(tagging) RSS and widgets PARTICIPATION TYPES
Vehicles M C O
M=Monitoring, C=Commenting, O=Outreach
WHAT IS THE POSITIONING OF YOUR SOLUTION(S)? • Good positioning statements are informed by market understanding (and take a specific form): WHAT THINGS MUST YOU DO TO ACHIEVE YOUR GOALS (CSF)? • These are things that you would be crazy not to do if you want success; they are called critical success factors WHAT KEY MESSAGES WILL BE DELIVERED IN SOCIAL MEDIA? • (These are usually derived from positioning, competitive advantage and critical success factors) WHAT ARE THE KEYWORDS OR CONCEPTS THAT MUST BE IN FOCUS THROUGHOUT? • Think here about Search Engine Optimization to help you be found PROBLEM/SOLUTION SETS
• Problem: Identify a problem here that you can solve
with your solution (speak in terms of the potential client) • Solution: Identify how your solution will help the client achieve “What’s in it for me?”
Target Use Scenario:
SOCIAL MEDIA CALENDAR
• [Access the Guiding Star Editorial Calendar, an Excel Workbook]
WHO WILL MANAGE THE SOCIAL MEDIA MARKETING PLAN? Who? Role? Frequency? HOW WILL SOCIAL MEDIA MARKETING BE PROMOTED? • What will you do on the web? • What will you do in other channels? WHAT TOOLS WILL YOU USE TO AUTOMATE YOUR EFFORTS? • Enter any tools (e.g., HootSuite, Sendible) that may help you achieve integration in your social media platform. HOW WILL YOU MONITOR ACTIVITIES AND REPUTATION? • Frequency, tools, stewardship, reporting sphere HOW WILL YOU MEASURE SUCCESS?
• Identify key metrics that will be assessed, and identify the
frequency of measure and benchmarks that address success