The book then goes into campaigns. The various means are discussed and various campaign models are reviewed. Do you choose the 5 C’s, the POST model or do you prefer the B model? The only thing missing is advice on choosing the right mix of means.
5 c model
And then another buzzword: content marketing. Of course, branded content and curated content are discussed and the focus in this Handboek.Social is on sharing content. Why does someone share? Petersen cites both traditional Word-of-Mouth research (WOM) and modern research, very interesting! The WOM research from 1966 shows that in 64% of the cases sharing has nothing to do with the product or brand, but with the sharer himself. Think of:
Only in 33% of cases does one share because of the product or brand. Research from the last 4 years also shows that the drivers for sharing go’s technology is often lie with the sharer himself. This is something that you as a company can play on well.
A social media plan in 7 steps
Finally, Petersen presents a number of (free) monitoring tools, discusses how to translate this into KPIs plus a dashboard and summarizes his book in 7 steps to arrive at a social media plan.
Look at the boundary conditions . Realize that your plan only has a chance of success if it intervenes in the current organization and business strategy, your ‘why’.
Consider how the use of social media contributes to your mission and vision .
Create a social media SWOT and confrontation matrix in which you compare your social media strength with the opportunities you see externally.
Determine the goals you want to achieve through social media and translate these into concrete, measurable KPIs .
Determine your social media mix and establish which medium is used for which objectives.
Continuously perform a campaign check using the 5 C’s model shown earlier
Create a business case to provide insight into costs and benefits and short- and medium-term planning .
Should I read this book? The secrets of campaign
The book is very suitable for students, but also for (beginning) marketers and marketing managers. The cases do not only cover the business world, attention is also paid to healthcare and education. If you want to use social media structurally and especially well-considered and want to get marketing list handles for it, this book is definitely recommended.
The manual is even more concrete due to the many interviews with experts, the website with links to that will inspire you in your search for women’s day gift ideas various video interviews and the associated Twitter account. Thanks to the presented models and step-by-step plans, social success is increasingly within reach.