- Describe in your own words each of the 3 phases of social media maturity. Then go online and find examples of three organizations that are in each of those 3 phases of social media maturity. Summarize each organization and why you think they are in the selected phase, and be sure to post the url for each of the organizations.
- Briefly summarize and explain the sections of a social media plan as listed in Table 2.2 of your textbook.
- Evaluate the sample Raceway plan located in the appendix of your textbook. What are the key strengths of the plan. How would you improve it?
48 FOUNDATIONS OF SOCIAL MEDIA MARKETING Table 2.2 (Continued) THE SOCIAL MEDIA MARKETING PLAN OUTLINE 2 Social publishing zone strategies What content do we have to share with audiences? Can we develop a sufficient amount of fresh, valuable content to attract audiences to consume content online? b What form should our blog take? Which media sharing sites should we use to publish content? How should we build links between our social media sites, owned media sites, and affiliates to optimize our sites for search engines? 3 Social entertainment zone strategies o What role should social entertainment play in our social media plan? Are there opportunities to develop a customized social game or to promote the brand as a product placement in other social games? Is there an opportunity to utilize social entertainment sites such as MySpace as an entertainment venue? 4. Social commerce zone strategies a How can we develop opportunities for customer reviews and ratings that odd value to our prospective customers? bShould we develop retail spaces within social media sites? If we socially enhance our own e-relailing spaces, what applications should be used? How can we utilize social commerce applications like group deals to increase conversions? V Create an experience strategy encompassing selected zones How can we develop social media activities that support and/or extend our existing promotional strategies? 2 What message do we want to share using social media? 3 How can we encourage engagement with the brand in social spaces? 4 How can we encourage those who engage with the brand socially to act as opinion leaders and share the experience with others? 5 In what ways can we align the zones used as well as other promotional tools to support each other? Can we incorporate social reminders in advertising messages, in store displays, and other venues? VI Establish on activation plan 1 How do we make the plan happen? 2 Who is responsible for each aspect of implementing the plan? 3 What is the timing of the elements in the plan? 4 What budget do we need to accomplish the objectives? 5 How do we ensure that the plan is consistent with the organization's overall marketing plan and promotional plan? VII Manage and measure 1 How do we measure the actual performance of the plan? 1 APPENDIX Sample Social Media Marketing Plan: Raceway Introduction Raceway, located in the Southeastern United States, is the home of memorable motor races, a top-of-the line drag strip, dirt racing, auto fairs, and numerous events that attract racing lovers from a large area. It sits in a 2,000-acre complex and boasts a capacity of 140,000 fans. Although Raceway has a sizeable fan base, the management team wants to create more awareness of its offerings, polish its brand reputation, and strengthen relationships with fans. With a minimal promotional budget, Raceway's leadership recognizes the value of incorporating social media into its communications program. Raceway offers racing enthusiasts the opportunity to attend races, car shows, and other special events such as the Christmas Lights Show. It attracts visitors from all over the region and even from other parts of the country. Raceway consists of a super speedway, a zMax dragway, and a dirt track, so it can offer a portfolio of events to cater to the interests of a diverse fan base. The venue also offers a variety of ticket pricing options. These range from affordable tickets and discounted group packages to high-priced VIP tickets that come with a variety of perks. Raceway promotes events and special deals using traditional outlets such as radio and television advertisements and its website. Recently it developed a Facebook page and Twitter account, but now it wants to more fully incorporate social media into its promotional mix. a
