Social Media Marketing
Social media challenges traditional marketing methodologies
(radio, print, television) as marketers shift budgets and strategies to digital marketing tactics with greater ROI
Stages of Social Media Marketing Maturity
1. Trial phase 2. Transition phase 3. Strategic phase
Nine skills every social media manager must have
1.Community management 2.Creative 3.Organized and effective 4.Adaptive 5.Good writing skills 6. Sales and customer service 7. Strategic focus 8. Decisive 9. Analytics and SEO-driven
4 Ps (Product, Price, Place, Promotion)
5th P in social media is PARTICIPATION- allows consumers to have a voice in the marketing process- creating a blog, sharing a video or photo, using a hashtag, ect.
Social media marketing plan
A living document that outlines an organization's social media goals and guides the actions needed to achieve these goals
Read article: Facebook & Instagram launch "Shops" to help small businesses sell online
According to Zuckerberg, the basic idea behind Facebook Shops (or Shops for short) is that it allows small businesses to build an online store and sell things directly across Facebook's family of apps, including Facebook and Instagram. Business owners can create a dedicated "shop" section on their Facebook Page or Instagram profile and build out a catalog of products and services that visitors can browse, save, share, and even purchase.
Motives for Social Media Activities
Affinity Personal utility Contact comfort & immediacy Altruism Curiosity Validation
Social media content calendar
Allows for social media managers to plan, create and schedule content on a weekly or monthly basis. Also known as an editorial calendar.
FACEBOOK INSIGHTS
Analytics are vital for any brands wishing to build successful Facebook marketing strategies. Every business page on Facebook has access to an analytic tool called Facebook Insights that can help brands measure the effectiveness of their social media strategies.
Facebook Zero
Average engagement and organic reach are down • Reasons: Lower organic reach with increased emphasis on Facebook advertising, increased competition among brands
Watch video: Developing Your Brand Voice with Liza Dunning
Brand writer and marketing content editor at AirBNB Created Scoutmob- local businesses Brand Voice- expresses a brands human qualities through its people, behind the advertising, who they truly are, makes it unique, establishes brands trust. Voice- stays constant, personality, belefits, value, and character Tone- situation the content will put the reader in, depending on where you are showing this content
Organizational Structures for Social Media Marketing Management
Centralized Organic Honeycomb Coordinated Dandelion
INSTAGRAM ALGORITHM
Change shows content that followers engage with the most at top of newsfeed (2016) • It's important for brands to adopt a content strategy that increases overall post engagement
Watch video: How to integrate Instagram stories into your marketing, Anna Semyanova
Combine- marketing manager and content host 1. Tutorials- interactive and engaging experience 2. User generated content- reflects true feelings of how consumers use your products and services. 3. Behind the scenes- orders and employee content - day in the life or photoshoot 4. Polls- engage users, and get valuable information 5. Make special announcements 6. Customer feedback
CONDUCT A SOCIAL MEDIA AUDIT
Create a spreadsheet or table of the company's existing accounts - include key information: ○The social media networks the company is active on ○If the social media profiles are fully optimized ○Number of followers ○Posting frequency ○The average number of engagements, reach, clicks, video views, brand mentions
5 D's creating brand voice-
Defining your why- why does it matter to you, sets you apart from everyone else, what does your company do, why should people follow you? Differentiate from the crowd- reasons we want to differentiate in the marketplace, you want to make people feel -----. Collect key words. Decide who your people are- setting how people communicate, read, listen. What topics are the interested in? Developing your personality- if you were at a dinner party who are you? Airbnb example- "we are the host" Dedicating your contents mission- what kind of content and why- reinforce the why Don't stand still- people evolve, so do brands.
Watch video: LinkedIn & Twitter Optimization with Gabe Villamizar
Gabe- From Higher view- Social selling trainer Social selling- leveraging your professional brand to fill your pipeline with the right people, insights, and relationships. Optimize, research, engage, commit.
Bases of Segmentation
Geographic Demographic Psychographic Benefit Behavioral
ESTABLISH GOALS, OBJECTIVES AND METRICS
Goals must be SMART •Specific: stating exactly what needs to be accomplished. •Measureable: a target metric to be met. •Attainable: challenging yet still achievable. •Relevant: goals are consistent with the other goals that have been established, and the overall goals of the company or marketing department •Time Based: including a time limit for achieving the goal
TWITTER ALGORITHM
In case you missed it: Shows tweets that you may be interested in that were posted some time ago Show the best tweets first: Twitter will show you the tweets that they think are most relevant to you first on your timeline. Happening Now: Current events and topics Twitter thinks you might be interested in Remaining Tweets: the rest of the tweets from the accounts you follow in reverse-chronological order
Beaconing
Like geofencing, but more appropriate for a small range, such as targeting within a store
Geofencing
Like geotargeting, but the area is smaller
Watch video: Set Your Metrics in Motion with Video Facebook Ads, Akvile DeFazio
Marketing with Facework- expanding online visibility Facebook Video ads- Why use video- various goals using video- stand out on the news feed, higher engagement rates. Visitors who view product videos are 85% more likey to buy. Tactics for success: Brevity- keep it short Captions- telling the story Design- highly produced in appearance
Microblog User Types
Polarized crowds Tight crowds Brand clusters Community clusters Broadcast networks Support networks
Become an active participant
Regular status updates Share interesting content and opinions about industry-relevant topics Be careful of participating in discussions on controversial topics Engage in professional discussions
4 Zones of Social Media
Social community, social publishing(youtube for a blogger), social entertainment- (youtube)enjoyment (music and games), social commerce (online buying and selling)
Activation Tool
Social media activity used to support other marketing efforts •Example: IHOP
Watch video: The Day-to-day Life of a Social Media Manager with Andrea Parrish
Social media program- training and speaking- tiny tall consulting- Team you will be working on, the organization of that team. Only one person, limited time to work on media. Social media management= Nonprofit- social media generalist Social media specialist, what does your audience want? Educate and entertain, don't try to sell. Comparison shop-provide information- customer service inbound.
Social networking platform in which users share messages in280 characters or fewerAttracts over 330 million monthly users who send over 6,000 tweets per second—more than half a billion per day
Developing your personal brand
Step 1: Identify Your Target Audience Step 2: Determine Your Vision and Purpose Step 3: Determine Your Values Step 4: Determine Your Passions Step 5: Determine Your Goals Step 6: Determine Brand Attributes Step 7: Determine Your Strengths, Weaknesses, Opportunities, and Threats(SWOT Analysis) Step 8: Determine Your Competition Step 9: Identify Three Words that Best Describe You
SOCIAL MEDIA MARKETING STRATEGY STEPS
Step 1: Identify a Target Market and Create Personas Step 2: Conduct a Social Media Audit Step 3: Establish Goals, Objectives and Metrics Step 4: Determine Resources, Roles and Responsibilities Step 5: Establish a Tone of Voice Step 6: Platform Selection Step 7: Create and Optimize Social Media Networks Step 8: Create a Distribution and Content Strategy Step 9: Create a Social Media Content Calendar and Schedule Posts Step 10: Track, Analyze and Tune
T/F 67% of Americans report that they get at least some of their news on social media
TRUE
T/F Consumers now regard social media as a more trustworthy source of information over traditional marketing communications
TRUE
T/F Of the companies who use social media, only 12% feel they do so effectively
TRUE
Tuning
The continuous process of adjusting and improving the social media marketing plan
INTRODUCTION TO FACEBOOK
Today, Facebook is the largest social networking in the world, with over 2 billion monthly active users. • 74% of women and 62% of men who use the internet are active on Facebook • 41% of online users aged 65+ and 65% online users ages 50-64 are active on Facebook
INTRODUCTION TO TWITTER
Twitter is a social microblogging platform where users share short messages called Tweets in 280 character or fewer Twitter started in 2006 when Jack Dorsey wanted to create an SMS (short messaging service) based communications platform similar to texting By 2012, six years after its founding, the social networking site grew to over 185 million users Today the platform attracts 326 million monthly users who send over 6,000 tweets per second—more than half a billion per day
MARKETING WITH TWITTER
Twitter users are three times more likely than Facebook users to follow a brand 69% of Twitter survey respondents have purchased from a brand after following them on Twitter, and 79% of those followers retweeted content from that brand. Twitter users are open to interacting with businesses, as many use the platform to search for deals, customer service, product reviews and purchase ideas.
IGTV: Long form vertical video content
Up to an hour long, does not disappear Creators have their own "channels" Content is fed based on accounts you follow, and those you may be interested in.
Geotargeting
Using geographic parameter to define a virtual space for identifying potential customers. More general, such as an entire zip code area
World's largest professional network, with more than 467 million users in 200+ countriesWhere professionals gather Profile Picture: You are 7 times more likely to be found Cover Photo: Express your professional identity; tell your professional story in a visual way • Headlines: Prime real estate often looked at most by recruiters • Summary: should reflect all of the attributes and keywords you defined for your personal brand • Experience: address audience defined in personal branding assignment
Consumers can share positive or negative experiences with products or brands with a
World-Wide Audience
Customer persona
a representation of a customer's target market based on data collected from existing and target customers
Instant feedback
can be given 24 hours a day, 7 days a week
Social media distribution strategy
determines the network and frequency of posts and content types that will be published on each network
Social media has shifted power
from businesses to consumers
Fundamental shift
in how people communicate day-to-day
Social media
is defined as a form of electronic communication (such as websites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content such as videos
Social media marketing (SMM)
is the use of social media by marketersto increase brand awareness, identify key audiences, generate leads, and build meaningful relationships with customers (Hootsuite) SMM centers around efforts to create engaging content that attracts, resonates with, and encourages readers to engage with and share that piece of content with their social networks
Social media marketing strategy
outlines the strategies and tactics for how a company will incorporate social media into its business
User-generated content (UGC)
refers to any digital content that is produced by end users of an online service or website (Techopedia, 2017)
Social media content strategy
the planning, development and management of social media content
Social media listening
the process of monitoring the internet to determine what is being said about a particular brand, topic or industry
MARKETING WITH INSTAGRAM
• 71% of U.S. businesses active • Over 25 million businesses active on the app • 60% of users say they discover new products on Instagram from following businesses
Photos: All about visual content
• 93% of buyers cite "visual appearance" as their main reason for purchasing a product • Instagram offers 40 filter options to turn everyday photos into art
INTRODUCTION TO INSTAGRAM
• Founded in 2010 by Kevin Systrom and Mike Krieger • Within nine months of launching, had over 7 million users • By April 2012, had 30 million users • Doubled user base more quickly than any previous social network • Purchased by Facebook for $1 billion in 2012 Today there are • 1 billion+ active monthly users • 25 milllion+ active businesses • 100 million+ photos uploaded per day
66% of the world's population use mobile devices
• In 2015, time spent on mobile apps surpassed time spent watching TV for U.S. consumers (Perez, 2015) • Mobile is a space that marketers must pay attention to
Benefits Of Social Media Marketing
• Increased exposure / Brand awareness • Increased traffic • Brand loyalty • Marketplace insight • Lead generation • Increased thought leadership • Improved sales • Time savings • Reduced marketing costs • Stronger customer experiences • Owned, earned, paid media
FACEBOOK BY THE NUMBERS
• Today, there are more than 60 million active business pages • Over 1 billion people use Facebook Messenger to connect with a person or business every month
Business profiles launched in 2016
• Top 50 global brands post an average of 4.9 times per week • 75% of users take action, such as visiting a website after looking at a brand's post • 30% of users have purchased a product discovered on Instagram • Highest follower interaction rate among all social media networks
Stunt
•A one-off ploy designed to get attention and press coverage •Example: Skittles
