META Social Media Marketing
Specific
You should be able to write or say your goal in a way that it is understandable to everyone.
Brand
a combination of elements or attributes with the business that make up an experience about that business.
Alternate text (alt-text)
a description of the photo for those who may be visually impaired.
Trigger
Something that makes people immediately identify or think of your product.
Relevant
Your goal should benefit your business
5 Elements of your Social Media Site
account name, profile/cover picture, contact information, description, call-to-action
Response to negative feedback
acknowledge, apologize, solve
Measure
effectiveness on the behavior of the people who saw your ad.
Networking platforms
engines for communication and information searching.
Marketing
the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large
target audience
the group of people you want to reach with your marketing message because they may be likely to take action as a result of seeing it.
Goal
the result or achievement toward which effort is directed.
Customer's Journey
the steps a customer takes before deciding to purchase your product
What is the mission of Tiktok?
this app is about everyday users posting unique, authentic, fun videos.
Connect & create/share content
two core components of a social media platform:
Identity
visual look and feel (logos, colors, images)
Target
your specific audience with an interest in your product.
"the app for everything"
3 main "buckets" of WeChat
Connectivity, shareability, manageability
search engine marketing (SEM)
Placement of ads in search engines
Organic media
Posts made without paying
Content that provides value:
- Letting them know how a product will help them - sharing info to inform them - telling a story that will inspire them
How to use Images in Posts
1. Align with brand identity 2. tell a story 3. Use the rule of thirds 4. Perfectly symmetrical for specific posts 4. use good (natural) light 6. put space around your subject 7. experiment with angles 8. Use lead lines 9. Add alt-text
3 Core Aspects of Policies
1. Empower employees 2. Protect the brand 3. Guard again legal risks
4 suggested steps to create a social media policy
1. List the official media accounts 2. Define responsibilities 3. Specify what is confidential 4. Set the tone of voice
3 steps of conducting research
1. Look at the customer 2.Monitor your competition 3. Talk to customers, friends, strangers that may be interested.
Roles of text in posts
1. align with your brand's voice 2. tell a story 3. focus on "you" 4. Ask a question 5. Include a clear call-to-action 6 .Use an active voice 7. Be grammatically correct 8. use hashtags, mentions, and URLs 9. Use emojis and special fonts
The Role of Video in Posts
1. create for the intended platform 2. storytelling is key 3. focus on the subject 4. use good (natural) lighting 5. use quality sound 6. stabilize your camera 7. shoot vertically (portrait) 8. catch attention in the first 5 seconds 9. create for sound off
Steps to maximize good branding
1. respond within 24 hrs 2. Reply to positive feedback 3. Be polite to negative feedback 4. move issues out of the public space
When was Instagram founded?
2010
When did Facebook buy Instagram?
2012
Publishing, Sharing, messaging, discussing, collaborating, networking
6 "walls" of the social media landscape
Target persona
A fictional character that embodies your ideal target audience.
Social Media Marketing
A form of digital marketing that uses social networking platforms or websites to promote a product or service.
Storyboard
A visual outline of your story, sketched across a series of blocks or boxes arranged in order of the story you want to tell.
Paid Content
Ad or paid sponsorship
Paid media
Ads shared on social media platforms.
Auditing content
Analyzing numbers, patterns, and rating your content to make data-driven plans.
Copy
Any text you see on a post, blog, or website.
Instagram's Mission
Bring you closer to the people & things you love.
Verified
Businesses need to be ________ by WeChat and the app gives preference to Chinese businesses over international businesses.
How do businesses use Tiktok?
Businesses use this platform to make fun, organic content, and advertise.
Analyst
Can only see customer trends and data
Advertisers and Job Managers
Can post advertisements to the page and view data
Time bound
Containing a date when a goal will be reached
Rule of Thirds (images)
Create a grid by breaking your photo into 3rds. Place your subject on one of the intersections of the grid.
Organic Content
Created posts for interaction - Free
Characteristics of TA
Demographic, interests, and behaviors
How can businesses use Youtube?
Education videos & tutorials, influencers, etc.
Engaging Content
Education, Inspirational, and Entertaining
EPIC
Existence, purpose, identity, connection
Clear
Goals provide a _______ outlook for everyone involved.
Connection
How the business connects with customers.
Existence
How the business got started (EPIC)
Display advertising
Images placed on web pages
Secondary target audience
Interested segment but not the most likely to be the most valuable customer.
Key performance indicators (KPIs)
Measurable values that help you track your progress towards your goal. They are measurable, directional, and directly related to your goal.
Target & measure
Online platforms let you __________ and __________ your message and it's impact
Benefits of a content calendar
Organization, consistent brand voice, plan for events and holiday, fill in the gaps, collaboration across your team.
Social Currency
People want posts that are smart, cultured, and ethical. "Makes them look good"
What is the focus on LinkedIn?
Professional marketing
Achievable
Realistic goals you can reach based on available resources.
Moderator
Responds to page comments and send messages. Is unable to post.
Boosting a post
Running an ad directly from your page is the easiest easy to start advertising and finding more people who may be interested in your offerings.
Common KPIs
Sales revenue, cost per lead, cost per sale, conversion rate, brand awareness. etc.
What ads are available on Youtube?
Skippable ads, Shorts 6 sec. ads (no skip), ads on search results, home page ads, near related videos.
brand awareness, recognition, and trust
Social media content helps increase our _________, __________, and __________.
SMART goal
Specific Measurable Achievable Relevant Time-bound
Quantitative research
Structured, larger samples i.e. questioniares, surveys.
Youtube Services
TV, music, premium, & kids
Marketing Funnel
The course of the 5 stages of a customer's journey. *Not everyone targeted/reached with move through all 5 stages.
Creative
The image, graphic, video, etc. component of a post.
Blogs
These are a type of website and, although they can sometimes stand alone, they are most often a part of a company's traditional website.
What is Twitter's focus?
This app is focused on real time status updates inspired by texting. Also known as "micro-blogging"
Bots
This can schedule person-to-person interactions, triage and direct queries, answers FAQs, and respond when the business is closed.
This free app allows you to directly connect with people through chat messages and calls (voice & video) and can be used internationally.
Why do we need marketing goals?
This is used to describe your desired results, communicate with your team, and decide on how to measure success.
Messenger
This messaging app doubles as it's own social media platform with many functions like calls, group chats, sending photos/videos/stickers/gifs, playing games, sharing maps/location, and a camera feature.
Admin
This role can create ads, view data, send and receive messages, post and delete, and assigns roles.
Editor
This role can create ads, view data, send and receive messages, post and delete, but cannot assign roles.
Facebook Mission
To give people the power to build community and bring the world closer together.
Digital Marketing
Uses digital technology or digital media. It's revolutionized marketing because it's powerfully unique.
Web content v. Blog content
Web content: static, changes infrequently, formal and professional, not interactive, transactional. Blog content: dynamic, content frequently added, informal (engaging), not transactional.
73%
What percent of teens said IG is the best way to reach them?
Purpose
What you do and why you do it (EPIC)
2003
When did LinkedIn launch?
2005
When was Youtube founded?
Landing page
Where the audience is directed from CTA
Audience Network
an abundance of apps that Facebook partners with where businesses can share the Facebook, Instagram, & messenger ads and share them across the internet.
3 categories of marketing goals
awareness, engagement, conversion
5 stages of the customer's journey
awareness, interest, desire, conversion, advocacy
Valuable content
by sharing _______________ ______________ consistently, we show our customers we're present and responsive which builds trust.
How can businesses use Facebook?
connect with and learn about customers, find new ones, and build lasting relationships w/ them.
Curated content
content created entirely by another entity
Evergreen content
content that is continually relevant and not dated, and that helps drive new traffic to a destination
Content marketing
created content distributed with the goal to attract customers to a product or service without overtly advertising the product.
Qualitative research
less structured, smaller samples i.e. interviews, focus groups, field research
Search Engine Optimization (SEO)
making products discoverable/using key words to heighten the chance of your product coming up as a result.
Benefits of Audience Network
offers a wider network of people and placements. Ad will automatically adapt to fit their platform Make content for one platform & easily deliver it across other apps.
Measurable
should be able to evaluate success of your goals in a quantifiable way.
