Strategic Planning

Strategic Planning

Strategic PlanningAimsStagesMetrics

Social Media AimsEvans: influence the

conversation, amplify recommendations, facilitate conversions (purchases)

Zarella: call people to action◦Sticky CTA: finding ways to sustain

visitors from traffic spikes (campaigns)

◦Conversion CTA: increasing leads and encouraging purchases (on-going strategy)

Social Media Aims (Evans 164)

Social Media Stages

Evans: map channels to objectives and social media feedback cycle

Gentle: Listen, participating, generate content

Zarella: monitor, respond, research, integrate, call to action

Social Media Stages (Evans 332)

Social Media MetricsEvans: Per fundamentals goal

and the social media feedback cycle or traditional marketing models

Zarella: Per location and channel

Evans 294, 299

Traditional Models(Evans 337)

Content, Relevance, Impact (Evans 300, 302)

Content, Relevance, Impact (Evans 303)

Zarella MetricsYour site

◦ROI◦Engagement◦Hits

Off site◦Twitter followers, micro-conversations,

retweets◦Facebook followers, Insights◦Media sharing views, subscribers, likes◦Reviews and recommendations◦Earned media

ROI (Evans 145)

ROI & Social Feedback Cycle (Evans 160)

Synthesizing MetricsEvans: report cards or

dashboards (162)Zarella: key performance

indicators (221)