Social Strategies Used by Organizations Today

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From the course by Northwestern University

Engagement & Nurture Marketing Strategies

832 ratings

Northwestern University

Engagement & Nurture Marketing Strategies

832 ratings

Course 3 of 6 in the Specialization Social Media Marketing

In this third course in the Social Marketing Specialization - "The Engagement & Nurture Marketing Strategies" - you will learn two of the most effective social strategies used by organizations today. You'll see real-world best practice examples and learn what metrics they use to gauge success. You will also learn the importance of infographics and the impact a well-designed landing page can have on your bottom line. All of the social skills you have learned thus far will be put into action with a multimedia filter and focus blog that you will create to demonstrate how social can enable real-time marketing results. After this MOOC, you will have developed a plan to reach your target consumer markets and know when it is best to either use or avoid specific social marketing strategies. Additional MOOC 3 faculty include: * Randy Krum (Data Visualization & Infographics Designer | Consultant | Author | Speaker | President, InfoNewt) * Stanford Smith (CEO, Pushing Social) * Andy Crestodina (Co-Founder & Strategic Director, Orbit Media Studios) * Ellen Valentine (Veteran Marketing Leader & Evangelist, Silverpop, IBM)

From the lesson

Social Strategy Overview

In this module, you will learn the three social strategies being used by organizations today.

New Terminology & New Marketing Technologies for 201715:55

Social Strategies Used by Organizations Today3:27

Engagement Marketing Social Strategy7:41

Engagement Example: Cadbury Dairy Milk7:41

Engagement Example: Old Spice11:56

How Startups and Small Businesses Can Use the Engagement Marketing Social Strategy6:42

Meet the Instructors

Randy Hlavac
Lecturer, Medill IMC; CEO, Marketing Synergy Inc

[MUSIC]

The goal of this MOOC is to educate you on the three social strategies used today.

While there are millions of variations as these strategies are deployed throughout

the world.

The objectives, methodologies,and limitations are universal.

Each of these strategies will work regardless of the type of

organization you are in or want to develop and regardless of the size and

nature of your target markets.

When you think about social marketing.

There are three different types of strategies.

Engagement marketing is designed to engage with markets

using social networking sites.

Your goal is to attract people to your organization's social assets and

maintain contact with them.

Nurture marketing and Social IMC are very different.

They are designed to target high value markets and

build long term relationships with them.

As you will see these two strategies will link customers and prospects to your

marketing system to follow the social relationship from start to finish.

Both can provide you with business metrics, like profits and

return on investment or ROI.

We will examine engagement marketing and nurture marketing in this MOOC.

In MOOC 4, we will examine the Social IMC strategy.

As we explore all three strategies, keep in mind these important points.

First, each of the strategies is developed to achieve

a different type of organizational goal.

You will want to implement the strategy which best matches

what you want to accomplish with each of your target markets.

Second, each also develops different relationships with your target markets.

One is to engage them on social.

One develops a sales driven relationship.

And one builds a community focused one to one relationship.

For most of you, the nature of the relationship

will be the key consideration in selecting your social strategy.

Third, each strategy uses different types of metrics to determine success.

One focuses on social metrics like followers and likes.

One focuses specifically on sales.

And one is more focused on business metrics.

Finally, each strategy has different levels of investment.

The key is to consider how management will judge success and

select the best strategy to justify your investment.

Before we begin examining the engagement marketing strategy.

It is important to emphasize you will likely use all three strategies

to best grow your market share and

develop strong relationships with your customers and your prospects.

Our goal is not to tell you which one to use, but

to give you the insights and knowledge to select the best strategy.

Now let's get started with engagement marketing.

But first, Tweet this message.

[MUSIC]

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