Social Influence Marketing Game Plans
Marketing via social media means marketing directly to influencers -- rather than just consumers. And social influence marketing (SIM) requires a whole new game plan. Establish your SIM campaign with these tips in mind:
- Develop social influence marketing (SIM) guidelines for your organization. It provides critical guidance for your employees as they practice social influence marketing.
- Establish clear objectives for your social influence marketing efforts. Don't experiment for the sake of experimenting. Make sure objectives are aligned with broader marketing and business ones.
- Create a roadmap for your social influence marketing efforts to help you plan resources, conduct research, coordinate marketing programs, and deploy new tactics. Don't try to do everything at once. You probably don't have the resources.
- Define your metrics for success up front before you execute your roadmap. And make sure that the metrics are also aligned with broader marketing and business metrics. These SIM metrics should neatly roll up into those.
- Recognize that SIM programs don't have neat end dates. Plan your resources and budget carefully to allow for continuous nurturing. This is the hardest and requires the most expectation setting.
- Make sure you understand your customer base -- who talks to each other and who influences who -- before launching any program. And also understand where they're talking and whether you have permission to participate there.
Others that you'd suggest? The complete game plan is explained in my book.
Follow me on Twitter (@shivsingh) for more insights on digital strategy and social media.
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