Determining Strategies for Shopper Social Media Programs

Colleen Vaughan

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This is Part Three in a blog series for the How to Leverage Social Shoppers to Tell Stories That Matter Whitepaper.  

In Part Two of this blog series, we shared that Shopper Social Media ties shopper marketing insights with the power of social media and influencer content to create a very different media product. Just like any other marketing activity, it’s important to thoroughly define strategies and objectives before beginning a Shopper Social Media program.

Step 1: Define Objectives

An objective is, of course, the overall business goal a brand is looking to archive. Typical objectives for a Shopper Social Media program include…

> Create awareness about a product or brand
> Drive traffic to a store
> Support a contest
> Increase Share of Voice

Step 2: Create Strategies Based on Insights

A strategy is an idea…a concept of how said objectives can be achieved. Strategies are usually based on an insight into your audience, about the product or against your competition.

Step 3: Define Tactics to Execute the Strategy

Tactics are all the actions we will take to execute the strategies. Tactics could include…

> Publishing blog posts around a certain campaign theme
> Creating a Pinterest contest
> Hosting a Twitter party
> Activating YouTubers to create video content
> Syndicating content across multiple social channels

Well defined objectives lead to the development of targeted strategies to achieve those objectives. Strategies, likewise, consist of related tactics that help bring the tactics to life.

Determining these objectives and strategies lays the groundwork for a truly successful Shopper Social Media program. To read about specific campaign examples, click here to download our How to Leverage Social Shoppers to Tell Stories That Matter Whitepaper.

Have any other confusion or misconceptions about Shopper Social Media? We cover those in the whitepaper as well. Happy reading!

Click here to download for free!




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