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An objective that follows SMART is more likely to succeed because it is clear (specific) so you know exactly what needs to be achieved. The table below uses an example objective from a fictional software company, to illustrate how to apply the SMART objective principle. It’s very often the case that your social media activities are not closely tied to the larger purpose, vision, and overall goals and objectives of the organization. How do you justify the investment and prove that yes, social media marketing is helping to contribute to your success? DragonSearch’s presentation at NMX in Las Vegas in January, 2014 will follow the same format as our workshop on how to create your social media strategy. In his book, Social Marketology, Ric Dragon focuses on outlining a framework for creating a social media marketing strategy and process. The importance of values becomes even more pronounced in social media marketing, where great agility is needed. You could go ahead and start tweeting, Facebooking, and posting on all the social media platforms right now – and many organizations and individuals do just that.
As a blogger your goal might be to establish yourself as an authority in your subject matter.
As a next step you’ll want to focus on defining some metrics you will use to measure your success. Setting SMART objectives will help you create realistic, measurable plans for achieving your goals. Being “realistic” doesn’t mean being pessimistic: If a campaign is grounded in robust research, a clear idea should emerge as to what can and what cannot be achieved within the context and the resources available. Depending on your goals and objectives, metrics may be similar to the examples in the illustration above, i.e. Excerpt from the Desired Outcomes Worksheet used in DragonSearch’s social media strategy workshops. In his SMX Milan presentation about measuring social media ROI, Ric Dragon talked about a landscape of social media values.
Follow these 3 basic steps for setting your social media marketing goals, objectives and metrics and you will have the structure in place that will guide you through everyday tasks and help you make important decisions on next steps. Please share your experiences or ask any questions and I’ll do my best to help you get started. Hope to see you at our presentation about creating a social media marketing strategy at NMX in Las Vegas. Etela Ivkovic is the General Manager and Senior Digital Marketing Strategist at DragonSearch and is passionate about integrated marketing, employee development and organizational health. Its so important to incorporate your purpose and vision in the creation of your goals, as well as in the tactics of how you accomplish them, and to always measure, analyze and learn from everything you do. Enter your email address to subscribe to this blog and receive notifications of new posts by email. Youa€™ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing. The marketing mix is a familiar marketing strategy tool, which you will probably know, was traditionally limited to the core 4Ps of Product, Price, Place and Promotion.
The 4Ps were designed at a time where businesses sold products, rather than services and the role of customer service in helping brand development wasn't so well know. Promotion: How can we add to or substitute the combination within paid, owned and earned media channels? Take a look at HubSpot as an example, which was founded in 2006; Hubspot has 8,000+ customers in 56 countries and sells software. In our free, illustrated guide to 15 classic planning models diagrams we explain what they are and give examples of why and how to apply them in business.

I’m generally loath to give weight to rules or even guidelines that depend on the cheap technique of alliteration in order to make a point.
I’m pretty sure alliteration has been used for the sake of making the model easy to remember. However the marketing mix is far from the finished article when it comes to strategy – relationship marketing fills a lot of the gaps that the one-size-fits-all utensil approach of a marketing mix tends to ignore. Thanks for the comments – I agree that 4Ps + service is all you really need and that still underemphasises other areas! You’ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing.
You may remember our strategic RACE framework which we created to provide a means to contextualise digital marketing tactics.
Our Growth Wheel uses a standard SOSTAC® approach to planning, but applied to using digital technologies and channels to create growth for a company. At its heart, it's focused on how to achieve business value through interactions with customers online and offline.
Businesses that have specific aims are usually more successful than those that don't; because a business with objectives knows what it is trying to achieve. You can tell when it has been achieved (measurable) because you have a way to measure completion. If they test their objectives against the SMART principle, they will increase their chances of success. You, or an entire team in your organization, have been investing your time and effort to make sure you’re regularly posting and sharing great content, following relevant people, tweeting and retweeting, pinning, liking, writing thoughtful blog posts and sharing your knowledge.
If we dive into social media without clear goals, we might not be prepared for that boss’s question. How do you plan your campaigns and goals so that they are in line with the larger purpose of your organization? As he describes the first step of the process, Ric dives into the importance of focusing on desired outcomes and how every social media activity needs to be tied back to the organization’s purpose, vision and goals. Desired outcomes are your goals and objectives outlining the benefits or changes you aspire to achieve with your work. Their purpose and passion is to “create indelible memories that last a lifetime” for their guests.
Based on this you may set objectives, like writing well-researched blog posts and building up your following and engagement on social media.
Measuring is very important so you can track your progress and know what is working and what is not. Whether you work for a large company or are a blogger working for yourself, this approach will help you make the most of your social media efforts. What are some of your goals and how are you tying them into your larger purpose and vision?
Mainly, we focus on increases of traffic month over month as well as conversions but some client insist on tracking rankings. Over time, Booms and Pitner added three extendedA a€?service mix Pa€™s': Participants, Physical evidence and Processes, and later Participants was renamed People. Promotion: Directors speak at events, webinars, useful guides that are amplified by SEO and effective with SEO. Partners: Hubspot looks to form partnerships with major media companies such as Facebook and Google plus local partners including Smart Insights who it is collaborating with on research in Europe. The 7P’s model is well established in marketing theory by the liked of Chaffey and McCarthy, though more importantly it has been used by many large and well established organisations if you take a look published corporate strategies.
We've developed this with a new visual to show a planning and management process to use on marketing projects.

It's based on our experience in planning and implementation for many projects we've been involved with over the last 12 years or so. The centre of the chart shows the broad goals to consider that can be delivered through effective customer interactions in lifecycle of Reach-Act-Convert-Engage. Once a SMART objective has been set, the next step is to write a plan detailing how the objective will be achieved. On top of that, all of the constant changes on the various social platforms and new marketing tactics that you must learn to employ keep you incredibly busy.
Setting goals and objectives for your social media activities should be based on the purpose and vision you identified in the first step in the process. How will you make decisions when situations arise if you don’t have that guiding light in front of you showing you the way?
Their social media goal is to deepen the engagement with current and potential customers and be central to storytelling in social media. Most importantly it will help tie your efforts into your big picture vision and purpose so you can achieve your desired outcomes. Identifying your purpose, setting goals and mapping them to metrics helps you understand where you are and where you want to go. Today, it's recommended that the full 7Ps of the marketing mix are considered when reviewing competitive strategies. You can easily tell that they forced it by extending the model to seven because several of the P’s have multiple meanings which simply confuse the practitioner.
The extended marketing mix of People, Process and Physical Evidence represent essential components of service industries. Understanding the context of the main challenges facing the business and opportunities available with initial selection of specific SMART objectives based on a current factbase. Focused on understanding customer use and needs from different channels in the context of a marketplace analysis reviewing competitor propositions and marketing activity and the strength of intermediaries. The technical development and project management for developing the content and platforms to deliver a shareable experience.
Continuous improvement based on review of commercial targets and optimisation of the channels using analytics and testing. Before setting a SMART objective relevant factors such as resources and time were taken into account to ensure that it is realistic. Click on the following link to learn how objectives differ from strategy Objectives Strategy and Planning. The only way to know is if we understand where we want to head and what results and benefits we want to achieve. In line with this, they can plan their micro-goals and objectives and then map metrics to measure their progress and success. Finally the timescale element provides a deadline which helps people focus on the tasks required to achieve the objective. Or the following link if you would like to know about the structure and content of marketing plans Marketing Plans. Brand awareness, loyalty, engagement all have tremendous value and are difficult to measure. However, with a well-planned and executed social media strategy, there are ways to map these metrics to your goals.

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