Write a marketing proposal on radio shack.
Social Media Manager: Establishing, building, and growing social media integration into our communications structure. Designing, putting in place, and managing tracking measurements and goals to build image, involvement, and ROI. Coordinating, facilitating, and integrating social media functions across various corporate responsibilities and management levels.
Long-Term Priorities for a Goal Setting Framework: Get, Keep, and Grow
Get/Acquisition
Find new customers through social media
Decrease acquisition costs
Facilitate referrals and pass-along
Keep/Retention
Improve retention rates for newly acquired customers
Improve retention rates for on-going customers
Shorten repeat sales cycles or time between visits
Grow/Build Share of Wallet
Increase average ticket size
Facilitate cross-sell and up-sell of items/services
Develop a community and build involvement on all levels
Short-Term Day-to-Day Goals: Content that leads to Communication that leads to Conversation than leads to Conversion
Content
Audience targeted and relevant to the receiver
Share worthy (worth sharing)
Media specific (tweets short, blogs longer, etc.)
Communication
Available through means of receivers choosing
Syndicated across multiple sites
Coordinated throughout the organization
Conversation
Engages organization with constituents and constituents with constituents
Curate the conversations (not censor)
Focus on listening and encouraging others to speak
Conversion
Facilitate “Advocate” relationships with high PR value, offer reassurance and support to new customers
Make the process of gathering information before the sale easier for customers
Make the buying process easier regardless of media
One Year Plan: To establish a consistent presence across social media, coordinated with the organization’s on-going functions and goals, that has a defined set of tactics, measurements, and expected ROI contribution.
Management Structure: Social media touches roles and responsibilities in multiple areas including Marketing, Customer Service, Legal, Sales. To begin the process, we recommend the Social Media Manager work across departments, and coordinate with a small committee with representatives from each interested department.
Goalposts by Time Frame:
0-60 Days:
Develop a plan to coordinate communication needs and develop share-worthy content across departments, areas, and managers
Determine existing capabilities and restraints in coordinating systems and IT functions through new/different media, define how to coordinate CRM functions and touch points
Develop a specific map of what social mechanisms will be used or managed by the Social Media Manager (if already in place to any degree) such as blogs, Facebook, Twitter, Flicker, Linked-In, eBay, etc.
3-6 Months:
Develop a calendar of communication to develop and place content along with “best guess” social benchmark goals (Reach, CPA, PR Value, ARPU, SEO, etc.)
Establish initial social sites and blogs, beginning feeding content and managing communication
Put in place tracking mechanisms, syndication software, and live-test order-taking
7-12 Months
Establish social media benchmark goals (based on testing) to refine “best guess” goals
Determine the optimal management structure where Social best fits within the organization
Create both communication and tracking measures that relate to Get, Keep, and Grow, and develop a Social Media budget with both specific cost and specific revenue ROI goals.
