This Business Case provides B2B marketers with the background information that they might need to compile a social media strategy for their brand. It covers social media techniques and tools, objectives and measurement criteria, project implementation, common challenges as well as how to demonstrate success and effectiveness.
Overview:
Social media is one of the hottest topics in marketing, with consumer behaviour and technological development driving innovation and experimentation. The implications for business brands, meanwhile, are less clear-cut, and whilst there has been lots of enthusiasm and activity, discerning the real business benefits remains tricky. This Business Case will help B2B companies develop a strategy for social media, understanding how to set objectives and create campaigns and integrate the various tools and techniques into their overall marketing framework.
This Business Case will help you:
- Understand the opportunity – get an overview of the social media landscape and the implications for your brand.
- Utilise the correct tools – understand what works best and how to leverage the various benefits.
- Deliver against board level objectives – ensure your social media strategy works seamlessly alongside other activities and disciplines.
Overview:
Section 1 – Introduction
1.1 The opportunity
1.2 About this document
Section 2 – About social media
2.1 Definitions and history
2.2 Categorising social media
2.3 Business objectives/usage
2.4 Current trends
2.5 Market data
2.6 Assessing and measuring risk
Section 3 – Strategic action plan
3.1 Align with strategic objectives
3.2 Integrating with other marketing activity
3.3 Serious commitment
3.4 Allocating responsibility and resources
3.5 Conducting research
3.6 Set targets and timeframes
3.7 Assessing and measuring risk
3.8 Reporting and analysis
3.9 Building on success/planning ahead
Section 4 – Case studies
4.1 Fujitsu
4.2 Powwownow
4.3 Philips Healthcare
This guide is suitable for:
- Marketing directors
- Heads of marketing
- Marketing managers
