MSC-3301

Program Studi Ilmu Komunikasi

Fakultas Ilmu Komunikasi
Universitas Multimedia Nusantara
Semester Gasal Tahun Ajaran 2022/2023

Social Media &

Mobile Marketing

Week 4
Strategic Planning
 Course Learning Outcome Week #4 Date:

Sub-Capaian Pembelajaran Mata Kuliah

Tujuan:
Mahasiswa mampu membuat perencanaan di pemasaran media sosial.

Deskripsi:
Social Media & Mobile Marketing

Pertemuan ini membahas tentang perencanaan di pemasaran media sosial & mobile marketing.

Daftar Pustaka
1. Dave Chaffey, Fiona Ellis-Chadwick. (2019). Digital Marketing 7th Ed. New York: Pearson.
2. Tracey Tuten, Michael Salomon. (2014). Social Media Marketing. New York: Pearson.
3. Melissa Barker, dkk. (2012). Social Media Marketing: A Strategic Approach. Boston: Cengage Learning
4. Hootsuite blogs

Syllabus (RPKPS): link

 Social Media Marketing
Strategy Framework
Analisis Situasi
(Situation Analysis)
Ada di posisi apa saat ini.
Control
Tujuan (Objective)
Apa tujuan akhir yang ingin
Social Media & Mobile Marketing
dicapai.
Strategi (Strategy)
Cara apa yang akan kita
gunakan untuk mencapai
tujuan.
Situation Taktik (Tactics)
Analysis Bagaimana cara terbaik untuk
kita mencapai tujuan.
S Objectives
C O Aksi (Actions)
Siapa yang melakukan apa,
bagaimana, dan kapan,
A S
Actions T Strategy Kontrol (Control)
Bagaimana cara kita
mengawasi kinerja dari
Tactics strategi yang sedang
dijalankan.
(Chaffey & Chadwick, 2019)
Social Media & Mobile Marketing

1. Goals
 Social Media Marketing Goals
Goal Setting

Once you’ve learned the lay of the land

when it comes to social media, it’s time to
figure out what you’re trying to
accomplish with this steps:
Social Media & Mobile Marketing

● setting specific goals for your social

media efforts
● focusing your efforts on those goals
● putting your plan into action.

(Google Digital Garage, 2019)

 Social Media Marketing Goals
By Business Objectives

The basic assumption is that the campaign can accomplish desired marketing objectives. What
are some examples of the basic marketing objectives social media marketers pursue? Some
important ones:

● Increase brand awareness

● Improve brand or product reputation
Social Media & Mobile Marketing

● Increase website traffic

● Amplify or augment public relations work
● Improve search engine rankings
● Improve perceived customer service quality
● Generate sales leads
● Reduce customer acquisition and support costs
● Increase sales/sales revenue.

(Solomon, 2014)
 Social Media Marketing Goals
by Business Objectives
Social Media & Mobile Marketing

(Hootsuite, 2019)
 Social Media Marketing Goals
by Business Objective
Social Media & Mobile Marketing

(Hootsuite, 2021)
 Social Media Marketing Goals
S.M.A.R.T. Goals
Social Media & Mobile Marketing
 Social Media Marketing Goals
S.M.A.R.T. Goals Contoh 1
Social Media & Mobile Marketing

(Falcon.io, 2019)
 Social Media Marketing Goals
S.M.A.R.T. Goals Contoh 1
Social Media & Mobile Marketing

(Mary Pozo, bluemediaconsulting)

Social Media & Mobile Marketing

2.Target
Audience
 Social Media Target Audience
Definition

Ask and answer several questions:

❖ After profiled the target already, consider what we want the audience to
do?
Social Media & Mobile Marketing

❖ Do you want them to talk to the brand? Create and share content?
❖ Spread the message to their network? On what devices (e.g., iPad,
smartphone, desktop) will they interact with your brand?
❖ What could you offer of value in exchange for their cooperation?
 Social Media Target Audience
Buyer Persona
Social Media & Mobile Marketing

(Sproutsocial, 2018)
 Social Media Target Audience
Social Media & Mobile Marketing

(E-Learning UMN, 2021)

 “Random social media tactics lead
to random results.
You need a strategy.”
Social Media & Mobile Marketing

Stephanie Sammons