Tag Archives: solution

Look Who’s Talking Now: Tips to Develop or Improve Your Online Presence

All organizations have an online presence, regardless if its image is based on intentional effort or user creations (reviews, recommendations, etc.). Even random mom and pop shops have some online presence, as today’s society is starting to utilize the power of speech via the internet, giving great weight to consumer experiences.

It is critical that organizations are aware of their online presence, so that they can minimize negative talk, or help develop and sustain a good image.

Do You Hear What I Hear?

I’ve wrote before about my favourite web presence tracking site, SocialMention, where keywords can be searched for amongst a substantial size of social media platforms. However, if you’ve used this listening tool and discovered your own organizations online presence, you may wonder where to go from there. I have yet to elaborate on steps subsequent to either improving, or developing an online presence—which is critical. Therefore, I have decided to dive into his hefty subject now.

No One’s Talking—Lets Start a Buzz!

If your online presence is minimal and you want to encourage online conversation try some of the following techniques:

Develop a Blog to create credible/expert talk on your product/services

Engage in Search Engine Optimization (See my previous post “How Do You Spell Findability? S-E-O.”)

Create a corporate social media accounts (Make sure your chosen platforms have the ability to engage or capture your desired target market.)

People Are Talking, But It’s Not What I Want To Hear!

If people are saying negative things about your organization, it is worthwhile to determine the source of problem.

Is it the quality of the service or product? The follow up procedures such as customer service? Or the pre-purchase activities, such as payment options or online accessibility?

Once you figure out what the source of the problem is, you have to find a suitable solution. This solution will differ depending on the issue, but one thing remains constant; communication. Be honest and transparent in your communication efforts with your consumers. Acknowledge their complaints and make it clear you’re looking into a solution (Of course this means you DO have to find a viable solution).

Analyze Then Strategize

Overall, in developing and improving your online presence, you need to have a strategy for your online tactics. It is my best advice to develop a well-rounded marketing strategy that is specific to your online efforts. Start off with a basic SWOT analysis, mix in your budget constraints and determine your overall goals. Feasible online marketing additions or improvements will be the end result of a successful analysis of your current and desired situation.

I hope this post has given all your marketers out there a little boost to look into your brands online image and take my advice to get ahead of the game by listening, understanding and making adjustments.

Bibliography

123rf. (n.d.). Red Dice With Words Inspect Analyze Learn On Faces. Retrieved 2012, from 123rf: http://www.123rf.com/photo_9259496_red-dice-with-words-inspect-analyze-learn-on-faces.html

Miller, M. (2011). The Ultimate Web Marketing Guide. Indianapolis, Indiana: Que Publishing.

Nuanced Media. (n.d.). Reviews Image: How Important are Online Customer Reviews. Retrieved 2012, from Nuanced Media: http://nuancedmedia.com/how-important-are-online-customer-reviews/

Ovsyannykov. (2012, February 02). Thumbs Down Image: Do Negative Reviews Really Hurt You? Retrieved 2012, from Design You Trust: http://designyoutrust.com/2012/02/02/do-negative-reviews-really-hurt-you/

123rf. (n.d.). Red Dice With Words Inspect Analyze Learn On Faces. Retrieved 2012, from 123rf: http://www.123rf.com/photo_9259496_red-dice-with-words-inspect-analyze-learn-on-faces.html

Miller, M. (2011). The Ultimate Web Marketing Guide. Indianapolis, Indiana: Que Publishing.

Nuanced Media. (n.d.). Reviews Image: How Important are Online Customer Reviews. Retrieved 2012, from Nuanced Media: http://nuancedmedia.com/how-important-are-online-customer-reviews/

Ovsyannykov. (2012, February 02). Thumbs Down Image: Do Negative Reviews Really Hurt You? Retrieved 2012, from Design You Trust: http://designyoutrust.com/2012/02/02/do-negative-reviews-really-hurt-you/

Social Mention. (n.d.). Social Mention. Retrieved March 25, 2012, from Social Mention: http://www.socialmention.com/

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6 Elements That Make Planning a Breeze!

I recently was introduced to a wonderful template tool that aids in developing marketing communication plans. This tool was developed in the 1990’s by Paul R. Smith and is called the SOSTAC model, which is actually an acronym for the 6 components needing analysis. I’m currently utilizing this tool in a course I’m taking and have found it truly helpful in organizing my thoughts. I also find that it helps in ensuring that I don’t leave out any critical aspects to my analysis.

So how about I take you through a detailed description of each abbreviated letter and the components required for analysis… Okay? Okay!

The Nitty Gritty

S is for Situational Analysis

This element of the SOSTAC model requires the individual to look at the current situation in detail. This varies depending on the topic at hand. In terms of a marketing plan, one would consider information such as the current source of revenues, existing competitors, and any processes and policies that are in place.

O is for Objectives

The Objectives element is fairly straightforward in the sense that the individual must put in to words concrete goals that are desired.

S is for Strategy

Strategy is one of the most important components of the SOSTAC model; it’s the meat of the meal. This deals with the overall means for getting to the desired objectives. It is likely that this section of the analysis (along with the next) will be the most time consuming.

T is for Tactics

The element of Tactic ties in with Strategy, as it better outlines what particular moves need to be made to carry on the defined strategy. Here we define what tools will be utilized.

A is for Action

After figuring out what we want to do and how we are going to do it, it’s a given that we need to define who is going be the one responsible for getting it done. Assigning tasks, roles and responsibilities is the basis for this section.

C is for Control

After all is said and done, we need to be able to measure how success our plan was in the first place. That’s where the element of Control comes in. Here we define how we will measure success, through the utilization of various metrics.

Illustrating the SOSTAC Model

Now that you have a basic understanding of the components, take a look at this diagram that illustrates the common way in which to present a SOSTAC model.

Adjacent to each element, place each of your associative bullet points.By utilizing this way of organizing your SOSTAC model, you create a standardized, self-explanatory outline of your plan.

You can use this model for more than developing a marketing plan. In fact, you can use it for various types of plans, whether it aid in your professional or personal development .If you’ve found yourself able to give a detailed perspective of each of these categories, then you will have produced a great analysis on whatever topic you desire. I hope you all find this tool as useful as I did… Happy planning!

Bibliography

Adams, B. (2011, June 22). SEO within the SOSTAC® strategy framework. Retrieved March 11, 2012, from State of Search: http://www.stateofsearch.com/seo-within-the-sostac-strategy-framework/

Business Services Agency Ltd. (2012). Developing a Marketing Communciations Plan using the SOSTAC Model: Planning Guide. Retrieved March 11, 2012, from BSA Marketing: http://www.bsamarketing.com/downloads/sostac.pdf

Predrag Putic. (2007). Chess Pieces Image. Retrieved March 11, 2012, from Canadian Chess Academy: http://www3.webng.com/chessteacherno1/

Smith, P. R. (2009). SOSTAC® Planning System. Retrieved March 11, 2012, from Paul R. Smith: http://www.prsmith.org/sostac.html