ong members and nonmembers • Promote SeasonalBids, events, services, products and best practices • Monitor for feedback BENEFITS OF A SOCIAL MEDIA MARKETING STRATEGY Social media and an extended presence online can go beyond member acquisition and retention. The Word of Mouth Marketing Association (WOMMA) has identified five broad categories of influencers. Constituents that SeasonalBids wants to build relationships with (neighborhood leaders, members of the community) have a channel of influence within social media and social networks. http://womma.org/influencer/types/ Category Who they are Channels of Influence What they are called (Partial list) Formal position of authority Political/government leaders/staff Business leaders Laws & regulations Decision & spending authority Top-down directives Opinion Leaders Decision makers C-suite Institutional/recognized subject matter experts & advocates Academics/scientists Industry analysts NGO leaders Consumer activists Academic journals Traditional media New media Social media Experts Mavens Analysts Critics Media elite Journalists Commentators Talk show hosts Traditional media New media Social media Talking heads Columnists Politicos Cultural elite Celebrities Designers Artists Musicians Traditional media New media New styles/products Social media Trendsetters Fashionistas Taste makers Creators Starters Socially connected Neighborhood leaders Members of community groups Online networkers Business networkers Personal relationships Email lists Social gatherings Social networking websites Social media Mavens Starters Connectors Soccer moms Spreaders Hubs Alphas At its core, the success of any social media initiative is very simple: people who engage with each other in a digital environment. Through those interactions ideas are exchanged that ignites change. It is the planning and execution that is complex. Associations and the Social Web Success in the association industry is based on developing and nurturing relationships especially with lay volunteers. The social web offers an innovative communication channel that provides opportunities to further engagement with and between members, staff and industry leaders. Since social media is, for the most part, a public forum, it affords prospective members a unique look at an association’s benefits. Point of View – Social Media It is known that while a step into the social space may initially increase awareness the challenge of consistently extending and maintaining the goodwill of an organization’s online reputation through digital conversations is based on how well the details are managed including: Identifying and understanding the target audience/s expectations ?Understanding the culture of each “village” where you participate Ensuring social media tactics are integrated and supportive of business goals/objectives, as well as, current marketing, branding, customer service and outreach programs Approaching all social media initiatives from the point of view of the Social Media Values Mantra: Honesty, Authenticity, Transparency and Passion. PROJECT SCOPE AND DELIVERABLES The success of this project comes from combining SeasonalBids’s industry expertise with the outside perspective of developing a social media and digital program that myself and marketing specialists bring to the table. The creation of this
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SeasonalBids Social Media Strategy Hart OVERVIEW OF GOALS & DELIVERABLES I am pleased to provide a proposal to Seasonal Bids for development of a comprehensive social media strategy that will provide this start-up company with the knowledge and tools needed to achieve the following goals: • Increase engagement with members—and prospective members • Better position organization as an information leader to both members and prospective members • Stimulate greater awareness of Seasonal Bids and create member growth • Convey information and perspective, e.g., media and trends, to key stakeholder groups • Strengthen advocacy efforts by expanding its reach • Facilitate communication am…
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