Week 5 Program planning, objectives, budgets, measuring success
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Rescooped by Mai Shin Tan from IMC Creating an Effective Communication Mix: Measuring Results Against Objectives
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Writing A Great Social Media Marketing Plan - Business 2 Community

Writing A Great Social Media Marketing Plan - Business 2 Community | Week 5 Program planning, objectives, budgets, measuring success | Scoop.it
Business 2 Community
Writing A Great Social Media Marketing Plan
Business 2 Community
I thought I'd mix it up by providing my opinion on this topic.

Via Ilona Hussain
Mai Shin Tan's insight:

Do not think writing a social media marketing plan is hard. Once you are on the right track, the results will be good. First, it needs to clearly define your goals. Second will be spent more time to prepare and focus on your social media marketing plan. Once the marketing plan has launched, must follow up the progress. Last step of this plan is analyze everything when you done the researched. If something did not do well and there is always a room for improving.  

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Alysha Mackenzie's comment, September 23, 2013 4:07 AM
Hi Shaahen, i agree with Facebook being a great way to measure the needs of clients as not they can like and comment on content. I have noticed a lot of brands are encouraging fans to tell them what they think. A great way to trial and error.
Zongwu Chen's comment, September 25, 2013 8:14 AM
This article gives us simple guidelines of writing a social media marketing plan. The three parts that the author emphasizes play essential roles in the plan and determine the success of the plan.
Stephanie Tucker's comment, September 25, 2013 6:50 PM
I agree Shaahen, it is definitly important to have your eye on the overall future, and the only way to succeed is through trial and error
Rescooped by Mai Shin Tan from IMC: The power of ideas : integration across all media. Direct marketing : the ultimate in consumer engagement?
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10 Powerful Tips to Increase Fan Engagement on Facebook | Jeffbullas's Blog

10 Powerful Tips to Increase Fan Engagement on Facebook | Jeffbullas's Blog | Week 5 Program planning, objectives, budgets, measuring success | Scoop.it
Facebook is the social network preferred by most businesses when planning and implementing their social media marketing strategy. It is the most powerful social network on the planet.

Via Ali A. Sabkar, PHAM THU NGA
Mai Shin Tan's insight:

This is an amazing and meaningful article. It is useful to those who run the businesses. I believe that everyone knows Facebook. Facebook now is a famous social media network. Jeff Bullans has written 10 efficient tips to increase fan engagement on Facebook.

1. Best time to put on Facebook

2. Best day to post Facebook

3. How often should you post every day

4. Most effective weekly post frequency

5. Length of posts

6. Facebook post content

7. Facebook post structure

8. Key words for Facebook offers

9. Coupon offers

10. Keep posts simple

The first tip is I like the most. Research showed that, the best time to post was 8pm to 7am, which fans were out off their work.  

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Gregory Farr's curator insight, September 26, 2013 9:19 PM

This article is very good for those interested in marketing through Facebook. Facebook is the largest social media website and can be successfully used to attract a large audience. This article gives great pointers of how you can use the built in Facebook stats to maximize the potential of your marketing. Using Facebook is a good place to start but to get the most out of it you need to work out what timing of which days is best to reach which consumers. If your posts are being released at midnight most the potential market may be asleep and never see your advertisement where as you might gain an exceedingly large viewer base on a Friday night. Using coupons and promotions are other successful ways to get more viewers to your product. Overall i think this article is excellent for any company thinking about using social media as it gives that more in depth look into how to fully maximize potential 

Ashleigh Nicol's comment, September 26, 2013 10:24 PM
I think those companies and brands that are thinking about marketing through Facebook need to be careful. This is because some of their efforts may go unnoticed by users of the site. Facebook is one of the largest social media platforms however from personal experience I know the adverts and marketing can be tiresome and annoying. I at times find myself completely ignoring them because I'm not on that site to shop, I will specifically go to online shopping sites for that sort of media.
Dallan Milich's curator insight, October 1, 2013 10:25 PM

The article would be in my opinion the best article to read for a company wanting to explore the social media network called Facebook. The article gives 10 tips on how, when and what kind of posts you should be creating in order to achieve maximum engagement on your Facebook page. The tips that made the most sense to me were based around the time of posting, which was during the week, normally when people are bored as we all normally have busy weekends. The other tip was about how much to post, like emails your don’t want to receive too much otherwise you’ll most likely end up getting annoying and deleting them, they say 1-4 posts a week produces 71% higher engagement than if you were to post 5+.

Rescooped by Mai Shin Tan from Creating an effective communication mix. Measuring results against objectives
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Developing Effective Marketing Communication Mix | eHow

Developing Effective Marketing Communication Mix | eHow | Week 5 Program planning, objectives, budgets, measuring success | Scoop.it
If you are contemplating a mix of marketing communications tools then you likely realize that using a variety of communications techniques can be more effective than using a "one-size-fits-all" strategy.

Via Erica George, markpardington
Mai Shin Tan's insight:

This article emphasises developing an effective marketing communication mix techniques can beneficial the businesses. The article shows five steps essential steps for developing the most effective mix. For example, identify your target market audiences, create your key message points, identify your apertures, write your plan and identify your tactics. Besides that, the author stated those steps are connected to the business market and it is easy to understand as well as essential to marketers.

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Elaine Li's comment, September 27, 2013 1:07 AM
Great insight. I think this is a great article in relation to our week 6 coursework because it gives a great develop on how to set up an effective communication mix. In order to implement a good strategy through the marketing promotional mix, there are five steps listed:
1. Identify your target audiences
2. Create your key message points
3. Identify your apertures
4. Write your plan
5. Identify your tactics.
As long as you follow these steps, marketing communication mix will not be a problem to your business anymore.
Swati Tiwary's curator insight, October 2, 2013 9:48 AM
This article outlines the importance of developing an effective marketing communication mix. effective communication with consumers is vital for any business. This part comes under the promotion part of the marketing plan. It is important to have a variety of communication techniques as the target audience for every product is diverse. This articles states 6 ways of developing a good communications mix: 1) its important to have identify the target audience: this can be done by a good extensive research. The target audience needs to be further segmented into categories such as current customers, prospective customers and early adopters 2) Create your key message points: it is important to pin point the key messages that the company wants to impart to the consumers 3) Identify your apertures: it is important to find out the opportunities or openings to reach their audience. For example if a company wants to reach school children then they need to make use of a classroom 4) Its important to write the plan: Writing the plan in a clear and concise manner is important. They key objectives and the plan to fulfill them is important so people have clear guidelines to follow 5) Identify the tactics: tactics are important to meet the overall objective. Its good to use tactics that would appeal to the target audience. Effective communication is vital for integrated marketing communications. communication is not a straight forward or a single dimmentional thing. Its multi faceted just like the market and its consumers. hence it is important to have a mix of different communication strategies to cater to all the different segments of the target audience
Rachel Chen's curator insight, October 3, 2014 12:10 AM

It is a really good base for entrepreneurs and marketers in new startup businesses, as well as organisations who wish to increase brand awareness across a wide audience. It’s first important for any firm to identify its target audience with the use of demographic factors like age, buying habits and any other habits relevant to the organisation. It’s also important to create a key message with the direct information that is going to be communicated to the customers and target audience. This basic process will be the keystone to implementing an effective communications mix and highly recommend using it as planning tool for planning your promotional approach.

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The Fortune 500 Finally Get the Benefits of Blogging/Social Media Marketing

The Fortune 500 Finally Get the Benefits of Blogging/Social Media Marketing | Week 5 Program planning, objectives, budgets, measuring success | Scoop.it

Well it’s about time. It only took them 5 years, but it looks like the top U.S. companies are finally jumping on the blogging/social media marketing bandwagon. At least that’s the upshot of this year’s installment of the annual study on social media adoption on the part of Fortune 500 companies conducted by the University of Massachusetts at Dartmouth Center for Marketing Research.


As the above graphic from the study illustrates, after steadying for a few years, corporate blogging is on the rise in 2012.

 

Here’s something interesting. Since the UMass Dartmouth study began tracking data in 2008, rank has influenced adoption of blogging in the Fortune 500, with corporations ranking in the top 200 out-blogging those in the bottom 200. This trend held steady in 2012, with 54% of all Fortune 500 blogs coming from the top 200 corporations, and 28% coming from those ranked 300-500.


Even though only 28% of the Fortune 500 seem to be accepting the benefits of blogging, those companies that have are doing it right. Fully 90% of the F500 companies that blog encourage comments, have RSS feeds, and take subscriptions. Here’s an excerpt from an abstract of the study:


“It appears that those companies that have made the decision to blog have utilized the tool well. There is frequent posting, on-going discussion and the ability to follow the conversation easily through RSS or email subscriptions.” 


TWITTER
According to the study, nearly three-quarters (73%) of the F500 have corporate Twitter accounts and have tweeted in the past month, an 11% increase over last year. Significantly, every one of the top 10 companies (Exxon, Wal-Mart, Chevron, ConocoPhillips, General Motors, General Electric, Berkshire Hathaway, Fannie Mae, Ford Motors and Hewlett-Packard) consistently post on their Twitter accounts.


FACEBOOK
Surprisingly, Twitter edges out Facebook in the percentage of F500 companies using their social network: just two-thirds (66%) of the F500 are now on Facebook, an 8% increase since last year. Further, only 8 of the top 10 companies (Wal-Mart, Chevron, ConocoPhillips, General Motors, General Electric, Fannie Mae, Ford Motors and Hewlett-Packard) have Facebook Pages. Exxon and Berkshire Hathaway are still holding out (come on, Warren, time to create a FB company profile!).


NEW SOCIAL MEDIA=SOCIAL VISUAL
In another shocker, the UMass Dartmouth study found that the F500 are actually starting to see the utility of social visual marketing platforms such as YouTube and Pinterest. Roughly 62% of the top 500 companies have a YouTube account, and 11 of them (2%) are on Pinterest. In an ironic twist, 1 of the 11 happens to be Eastman Kodak.


THE BOTTOM LINE
In spite of a relatively sluggish adoption curve relative to SMBs, the UMass Dartmouth study suggests the Fortune 500 are finally coming around to the obvious merits of social media marketing. Considering their massive reach, this should’ve been a more intuitive relationship earlier on, especially given the many ways social media can benefit these companies, from fostering direct consumer engagement and promoting online content marketing campaigns, to facilitating less-marketing-centric initiatives like hiring and fundraising.


In any event, this is good news for the small or medium-size business owner or marketer, if only anecdotally. When the top 500 companies in the U.S. start moving their massive resources to further integrate social media marketing into their existing operations, it is a powerful affirmation that SMBs should be doing so too.

 

To riff on the famous EF Hutton commercial: when the Fortune 500 talk, people listen.

 

Mai Shin Tan's insight:

This article highlights the Fortune 500 companies get the benefits through blogging or social media marketing, but it also beneficial to other small and medium companies. From author researched, approximately 73% of the F500 have corporate Twitter accounts. On the other side, Facebook has only 66% of F500 companies are now on Facebook. Obviously, Twitter prevails over Facebook. Another mentioned point was the utility of social visual marketing platforms such as YouTube.    

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Onnie Wongchanon's curator insight, September 26, 2013 9:45 PM

This is an interesting article about a market research done in America by the University of Massachusetts at Dartmouth. The research focuses on the use and adoption of leading companies in America terms of blogging and social media. Their research comprised of the Fortune 500 companies. Since the start of the research in 2008 there has been an increase from 16% to 28% of usage. As at 21 there are at least 73% of companies that have a corporate Twitter account and 66% of which have a Facebook account. Alongside these two major social media tools companies also take advantages of YouTube and Pinterest to show of videos and pictures. Ultimately it is a sign that companies are now using social media and blogging as a tool of communicating to customers. 

Josh Leuenberger's comment, September 26, 2013 11:10 PM
@Curtis Milner I agree with where you are coming from, why did it take companies so long to jump on to social media pages such as Facebook. So many people are connected and linked through Facebook and other social media pages. It is almost a shock that it did take companies five years to join up to them. Social media advertising is an extremely large market almost every day consumers are looking at social media pages where a company could easily be advertised all over social media pages. It also opens up direct marketing and open up the options of customer responses. As Curtis has said it is adapting the information from these social media sites and putting them to use. Are the tools that make a company successful as they can create a product or service that appeals to customers specifically.
Josh Leuenberger's comment, September 26, 2013 11:11 PM
@Curtis Milner I agree with where you are coming from, why did it take companies so long to jump on to social media pages such as Facebook. So many people are connected and linked through Facebook and other social media pages. It is almost a shock that it did take companies five years to join up to them. Social media advertising is an extremely large market almost every day consumers are looking at social media pages where a company could easily be advertised all over social media pages. It also opens up direct marketing and open up the options of customer responses. As Curtis has said it is adapting the information from these social media sites and putting them to use. Are the tools that make a company successful as they can create a product or service that appeals to customers specifically.
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Creativity in Advertising: When It Works and When It Doesn’t

Creativity in Advertising: When It Works and When It Doesn’t | Week 5 Program planning, objectives, budgets, measuring success | Scoop.it
Mai Shin Tan's insight:

This article insight is creative advertising. A creative advertising is much more efficient than anything, is memorable as well as last longer to your target audiences. From the research, creative messages help the products to get more attention and lead to the positive attitudes in the marketplace, but there is no influence consumers purchase behaviour. The authors did a consumer survey approach for measuring perceived creativity. Results came out from those surveys, those products highly competitive and invest heavily in advertising. Overall, the information in the article is short and no well explained.   

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Sienna Jang's comment, September 26, 2013 9:12 AM
@Michelle Kim - You have a good point there Michelle, i also think creative ads can attract many consumers' attention and bring higher sales percentage. So it should be something creative and fresh, however it shouldn't be confusing. if the ads confuse consumers, no matter how the add is creative, it worth nothing. Therefore, t must deliver simple and clear purpose with creativity.
Kevin yau's comment, September 26, 2013 8:30 PM
@Michelle Kim
Creativity are always one of the factor can change the result of everything. I agree that this article is really showing what creativity is and how it affect advertising and consumers. I also agree that you said you also think that creative ads can affect consumer’s behavior and attitude toward not only product also can affect company. I think that is a really good opinion.
Steven Chen's comment, September 26, 2013 9:34 PM
The creative ads can obviously attract people’s eyes and lead to positive purchase attitudes. For example, think about the iPhone. From iPhone 4 to iPhone 4S till recently released iPhone 5C and personally I don’t think there are essential changes. From iPhone 4 to 5S or 5C, for me it seems the direct difference is the bigger screen. But still, there are lots of people consider iPhone as their first choice when they think about changing their phone. The most likely reason is the influence of iPhone’s advertisement. The 5C advertisement includes a clip that shows the product line of 5C, with a manager explaining how it was beautifully designed and produced. And this may make people forget it is just a phone with plastic case and it is almost nothing different with the pervious product but just more colourful. So from my point of view, the most success of Apple is how it designs its advertisement, and they did great job in terms of making creative ads to attract people to buy their products.
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IMCrazy: Establishing Objectives and Budgeting for the Promotional Program

IMCrazy: Establishing Objectives and Budgeting for the Promotional Program | Week 5 Program planning, objectives, budgets, measuring success | Scoop.it

Via Mike Kirkwood, Connie Guan
Mai Shin Tan's insight:

I saw many people used this article for their week 5 topic. After I reading, it is quite a long article but it covered full details of advertisements and promotions. First of all, the article started with emphasise the importance of advertisements. Companies need to define what their brand is different between other competitors as well as what they can offer more for their consumers. And also it is vital for companies to set a specific and clear objective. Besides that, the successful of advertisements which is related to the marketing and communication objectives.  

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Manasi Ambavane's comment, August 22, 2013 10:56 PM
Yes Renay i agree with your point like advertising is really important for the brand as to get awareness of the product. All consumers should be aware of the products and services launched in the market. In article it states that marketer should have objectives of share, profits etc.
Aleisha Snell's comment, August 23, 2013 12:09 AM
All businesses have expenses they need to allocate within the company. A major expense that's evident is the marketing and advertising expense. This can be in a companies favour however also it can be in a negative light. If they allocate to much money to marketing and it doesn't generate the right response then it is a negative aspect for the business. Although, if they generate a lot of sales from the amount of money spent than it can be positive. Businesses need to be logical and strategic when allocating a budget as they need to be able to break even as well as maintaining a consistent level of consumers that are in their target group.
Duncan Robertson's comment, September 23, 2013 9:18 PM
I agree with Andre's insight: by developing all the objectives, analysing budgets and adjusting the promotional plan will create a road of success to your business. As Andre states: ''The primary role of IMC is to communicate the brands knowledge and interest, favourable attitudes and image and purchase intentions.'