Hier findet Ihr eine Zusammenfassung des englischen Buches ‚Guerrilla Social Media Marketing‘ von Jay Conrad Levinson & Shane Gibson. Mark hat sich die Mühe gemacht das Buch zu lesen und zu raffen. Viel Spaß.
“Guerrilla Social Media Marketing” – Jay Conrad Levinson & Shane Gibson; 2010 – Entrepreneur Media ISBN-13: 978-1-59918-3683-1 ; Summary by Mark van der Weyden
Guerrilla Social Media Marketing Plan Explanation:
STEP 1 – SEVEN SENTENCE PLAN (Answer the following questions):
1 – Goals:
*Is the goal SMART?
-Specific, Measurable, Achievable, Realistic, Timely
*Is the goal INSPIRING?
-Don’t make the goal too safe
-Should keep you excited and motivated
-First inspire yourself and then make others excited
*Do the VALUES ALIGN with the goal?
-Measure daily activities in company with the ultimate goal
-IF that’s 70% or more, that’s good!
2 – Competitive Advantage:
*What problems can you solve for the target audience?
*What makes your products/services unique?
*Solution: Talk about solving problems through Social Media
3 – Target Market:
*Scale down to your ideal clients (Result: MORE focused)
*Study=Knowledge=Creativity -> Know the market inside-out
*Create top-seven criteria for customers:
-Define market clients in one single sentence
(Chapter 6, page 153-155)
4 – Marketing Weapons:
*Create one sentence that you will use (First focus, and later augment)
*Select a minimum of 5 marketing weapons with the following criteria:
-Should be used + listened to by target market
-Are tools you know how to use efficiently or learn quickly
-Have knowledge of a specific social network culture or etiquette
-Have been chosen after you’ve closely monitored and listened to targets
5 – Positioning:
*Create 140-character positioning statement
(Chapter 2 – page 22+23)
*Be a dominant player in all nano markets of one broader market
*Pick these nano markets carefully
*Constantly feed these markets with information
6 – Identity:
*Create honest and authentic identity that includes the values you live by
*Establishes trust and credibility with the specific audience
*Entrepreneur has to stay committed to the identity
7 – Marketing Budget:
*Invest percentage in expected profit in time and money
*Focus on tools that work and market that respond + make sure investment pays off
*Then invest a percentage of that expected profit in your marketing plan
STEP 2 – YOUR GUERRILLA MARKETING CALENDER (Use following information):
*Break-up the identity (“story”) you want to visualize into smaller bits (“tales”)
*All these “tales” combined will eventually tell the complete “story”
*Guerrilla Marketing has the focus on the LONGER TERM
*The Calender has the focus on the SHORT TERM
*Create monthly theme or stick with the position, but communicate this through the calendar
*Eventually cross the weeks with the tools you want to use by using a table
(Example=Chapter 10, page 219-220)
STEP 3 – MAINTAINING YOUR ATTACK (19 secrets to successful SMM):
1.- Commitment: Stick with the plan on the long term (1 yr+), it will pay back eventually.
2.- Investment: Invest time, energy, imagination + information in SMM, only some money.
3.- Consistent: Keep identity, be consistent in message + online SM identity.
4.- Confident: Use SM to listen to customers, this provides great information + solutions.
5.- Patient: Build foundation and take the time in mastering GM weapons + whole process.
6.- Assortment of Weapons: Start with blog or social site. Identify over time what’s best.
7.- Convenient: Brevity is key in SM. Don’t waste people’s times. Approach directly.
8.- Subsequent: Know what’s next. Solve several customers’ pains. Search for the next big thing.
9.- Amazement: Tell positive- and interesting stories. People love to follow (success) stories.
10.- Measurement: Use Google Analytics. Measure activities on your website=forms of profit.
11.- Involvement: Let people know your listening. Reply on questions or statements.
12.- Dependent: Get contacts, and let them do your marketing for you. Become dependent.
13.- Armament: Use the same SM that customers use. Also find new social networks + mediums.
14.- Consent: Build trust and relationships. And gain permission by your relations.
15.- Content: Give value and unique content. And give more and more. Rewards will come.
16.- Augment: Ask; “What’s next?” Always be a step ahead of the game. Adapt strategy.
17.- Congruent: Make sure tools & messages work together. They will represent your brand.
18.- Experiment: Constantly test and monitor progress. Do something with failures.
19.- Implement: Implement techniques into calendar and listen to audience regularly=key to success.
Terminology:
SM: Social Media
GM: Guerrilla Marketing
SMM: Social Media Marketing