UTA Social Media Strategy Presentation

Xavier Krone is a Social Media Instructor at the University Texas at Arlington as well as a Social

Media Account Director for an advertising firm. He specializes in helping businesses navigate and

capitalize in the social world we live in. 

Social Media

Sales Tool

SEO

Relationship Building

Customer Service

Marketing Tool

Brand Building

SOCIAL MEDIA PURPOSE By locating and delivering value added content to groups of individuals

on a consistent and regular basis your company is better positioned to offer your products and services with a higher rate of translation of

sales then other organizations that fail to establish a relationship with their core target audience.

Social

Stra

tegy

Brand Building:Communicate your brand message and promise. By

creating content that accurately reflects your

brand, you can raise brand awareness ,recognition , and

loyalty.

Marketing Tool: Useful, interesting ,and helpful content can boost the

word-of-mouth marketing about your business across the social web and offline as

well.

Promote products and services directly and indirectly with social

media ,and add to your business bottom-line. Use

social media as a tool to drive traffic to your catalog or store

to encourage direct sales.

Sales Tool:

Customer Service:Provides a forum for a two-way conversation with customers. You can use for social networks to share information, answer questions, acquire feedback etc. Not only does this allow you to build relationships with consumers, but it also can reduce your customer service costs.

Relationship Building:

When you provide useful information and communicate with consumers on your social network their emotional connection to your business grows. Consumers are far more apt to become loyal to you and speak about you to others when they have a relationship with you.

Search engine optimization

(SEO):

Increases your business visibility and page rank on social media engines. Fresh consistently updated social media outlets will provide your business higher rankings.

S W

O T

SWOT ANALYSIS

S

Strength

Allows for conversations (deeper engagement and relationship building with audience).Encourages direct consumer interactions.

Strength

Leverage of reaching more and more people with less effort thanks to technology (i.e. spreading the word).

Strength

Allows companies a real time view on consumer perceptions about their brands.

Strength

Active community members are willing to become brand advocates

Strength Stronger brand awareness in the market place providing a unique selling proposition

Strength

The ability to develop your products in collaboration with your customers 

StrengthsSWOT ANALYSIS

W

Weaknesses

Effort vs. results: Even if it is more measurable than other channels, it is  difficult (especially for small businessoperations) to balance the effort put on social media against the results obtained

Weaknesses

Consistency: Engaging with your audience at a direct level means more

efforts in terms of keeping a consistent message/ corporate

image

Weaknesses

Lack of tools or resources to track and monitor social media

campaign results

Weaknesses

Difficulty in measuring ROI 

Weaknesses

Trouble scaling or maintaining a social

media campaign

Weaknesses

 Difficulty in ensuring your message is heard and reaches the market 

WeaknessesSWOT ANALYSIS

O

Opportunities

Creating/joining online presence on sites where the company currently

doesn’t exist

Opportunities

Building relationships with clients  through the monetization of social

media

Opportunities

Penetration into a new geographical market

quickly

Opportunities

Reach out to certain groups that traditional

media didn’t allow you to.

Opportunities

New target or niche markets that are

untapped

Opportunities

Create new products well tailored for the market

OpportunitiesSWOT ANALYSIS

T

Threats

Competitors are going after the same space or

same audience with similar campaign

Threats

Potential for brand to be damaged

Threats

The high cost in terms of time needed to maintain

social media relationships may derail

the campaign.

Threats

Has no solid revenue model

ThreatsSWOT ANALYSIS

Commerce

Community

Content

3 C’S OF SOCIAL MEDIAWords carry content convey marketing messages, draw individuals to web pages, and persuade people to buy

your product or service

Social

Stra

tegy

6 DEGREES OF SEPARATIONDescribes everything from neurons or computers, people or power plants, everyone is connected to everyone else

by a short chain of intermediaries.

Social

Stra

tegy

Referrals

Clients

SOCIAL MEDIA STRATEGY

Content Community So

cial

Stra

tegy

POTENTIAL Client

POTENTIAL Client

commerce

POTENTIAL Client

Prospects

Social Media Marketing

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09/06/13 09/13/13

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Capstone - Social Media Marketing

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Social Media Courses Fall 2013