MKTG455
Marketing w/ Instagram
• 71 percent of U.S. businesses are active one the app • Over 25 million businesses are active on the app • 60 percent of users say they discover new products on Instagram by following businesses
Create and Optimize Social Media Networks
• Fill out each section of the social media profile completely • Update cover photos and profile pictures • Make usernames, profile photos, and cover photos consistent across all networks • Fill in the company bio and about sections • Add company website URL and links to other social media networks • Include relevant industry keywords • Use relevant hashtags • Add business locations • Ensure brand guidelines are being followed
- Social networking platform in which users share messages in 280 characters or fewer - Attracts over 330 million monthly users who send over 6,000 tweets per second—more than half a billion per day
Call to Action (CTA)
An image or line of text that prompts visitors, leads, and customers to perform a desired action.
Facebook Zero
Average engagement and organic reach are down - Reasons: lower organic reach with increased emphasis on Facebook advertising, increased competition among brands
Marketing w/ Instagram pt.2
Business profiles launched in 2016 • Top 50 global brands post an average of 4.9 times per week • 75 percent of users take action, such as visiting a website after looking at a brand's post • 30 percent of users have purchased a product discovered on Instagram • Highest follower interaction rate among all social media networks
Building Audience on FB
First, invite people you know to like your page, Follow industry thought leaders and invite them to like your page, Invite existing customers to like your page
Earned Media
Sharing, Mentions, Shares, Reposts, Reviews
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 distribution strategy
determines the network and frequency of posts and content types that will be published on each network
Instagram Caption
include for every picture or video • Can be up to 2,200 characters; shorter character count to maximize engagement • Cut off in the user's feed after only a few lines of text, so place the most important message first • Hashtags and brand mentions can be placed at the end
Social media marketing (SMM)
is the use of social media by marketers to increase brand awareness, identify key audiences, generate leads, and build meaningful relationships with customers
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
Tuning
the continuous process of adjusting and improving the social media marketing plan
Social media content strategy
the planning, development and management of social media content - This includes the actual written posts, and the types of content such as videos, blogs, infographics etc. that will be published on each platform
Social media listening
the process of monitoring the internet to determine what is being said about a particular brand, topic or industry
Instagram Users
- 1 billion+ active monthly users - 25 milllion+ active businesses - 100 million+ photos uploaded per day
Twitter Demographics
- 32 percent of internet users who have graduated from college use Twitter -24 percent of internet users with some college experience use the platform. - 32 percent of internet users who make over $75,000 use Twitter - 20 percent of internet users who make $50,000-$74,999 use the platform.
Social Media's share of global adspend by medium (%)
29.3%
Twitter Content Strategy
- 30-40 percent of tweets should be replies to other people. - Multi-way discussions - Ask questions and tweet about industry news, trending topics, events, promotions, day-to-day activities, company culture, or customer stories - Brands should listen and respond to customer's comments and questions in real time, retweet, like and follow customers or industry thought leaders on a regular basis - Use @mentions and tag people in posts to increase engagement and reach - Keep tweets short
Facebook by the numbers
- 75 percent of women and 63 percent of men who use the internet are active on Facebook. - 46 percent of online users aged 65+ and 68 percent of online users ages 50-64 are active on Facebook. - 79 percent of 18- to 49-year-olds who are online use Facebook. - 74 percent of online users with an income of more than $75K are on Facebook. - Facebook users spend on average 20 minutes per visit, with an average of 10 hours per month spent. - 350 million photos are uploaded every day, representing 4,000 photo uploads per second. - "Every 20 minutes, 1 million links are shared, 20 million friend requests are sent, and 3 million messages are sent" (Aslam). - 98 percent of Facebook users access the platform on a mobile device. - India has the most Facebook users, with 270 million, followed by the United States with 190 million users, and Indonesia with 130 million users. - Today, there are more than 80 million active business pages. - Over 1.3 billion people use Facebook Messenger to connect with a person or business every month.
Twitter COVID-19 Response
- Helped people find reliable information - Protected the public conversation - Partnered with organizations and engaged with the public - Empowered research for COVID-19 - Ensured site reliability
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
Instagram COVID-19 Response
- Introduced Instagram Shop to help small businesses sell online - Added educational resources to Instagram Search for people who searched for information related to the coronavirus or COVID-19 - Added a notice at the top of the feed with reliable resources from expert health organizations - Launched stickers on Instagram Stories to help people share accurate COVID-19 information, including reminders to wash hands and social distance - Removed COVID-19 accounts from account recommendations and the explore section unless they were posted by a credible health organization - Removed posts rated false by third-party fact-checkers - Like Facebook, Instagram prohibited misleading ads for products that refer to COVID-19 - Launched a fundraising feature on Instagram Live of which 100 percent of the money raised went to nonprofits of the users' choices - Created a donation sticker to support nonprofits - Created a shared story to help those practicing social distancing connect with others, using a "Stay Home" sticker - Launched media-sharing, a new way to browse Instagram with friends over video chat - Made it easier to support small businesses through the purchase of gift cards or by ordering food
Conduct a Social Media Audit to find
- Is there a positive or negative sentiment about the brand? - What are some of the pain points customers are talking about? - What platforms are customers using the most? - Are mentions going up and down certain times of the year?
Building Professional Brand w LinkedIN
- 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 - Recommendations: written statements from a connection recommending you for your work
SMART goals
- 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
Facebook COVID-19 Response
- Stopped the spread of misinformation and removed harmful content - Supported health and economic relief -Kept people connected
Components of FB
- Text: 140 characters or fewer is ideal - Photos, videos, GIFs: photos: higher engagement videos: higher engagement; becoming a dominant force GIFs: feature products, behind-the-scenes footage, how-to, etc. - Hashtags: higher engagement; use 1-3
Twitter Info
- 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 330 million monthly users who send over 6,000 tweets per second—more than half a billion per day - Today, people from around the world turn to Twitter for everyday news, sports, and politics - It has become a platform for brands to reach customers, celebrities to stay in contact with their fans, politicians to share political opinions, and journalists and media companies to report breaking news
Twitter Marketing
- Twitter users are three times more likely than Facebook users to follow a brand. - 69 percent of Twitter survey respondents have purchased from a brand after following them on Twitter, and 79 percent 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.
Instagram TV (IGTV)
- 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.
Social Media Etiquette
- Use different accounts for professional and personal communications - Build a reputation for honesty - Be respectful and nice - Don't react too quickly - Always spell check (More on ppt)
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
Social Media User Numbers
2015: 2,078 2016: 2307 (11%) 2017: 2,796 (21%) 2018: 3,196 (14%) 2019: 3,484 (+9) 2020: 3,805 (+9.2%)
of B2B marketers are unsure if their social strategy actually created revenue for their brands
46%
of Americans report that they get at least some of their news on social media
67 percent
Twitter Mention Component
A mention on twitter is like tagging another account in a post Businesses can use tagging to: -Interact with users, Ask questions, Thank people, Highlight a piece of content
Paid Media
Advertising, Pay per click, Displays Ads, Retargeting, Pain Influencers, Paid Content Promotion, Social Media Ads
Social Media Metrics
Call to action (CTA), Clicks, URL click, Engagements, Engagement rate, Followers, Mentions, Total reach
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
Nine Skills every social media manager must have
Community management, Creative, Organized and effective, Adaptive, Good writing skills, Sales and customer service, Strategic focus, Decisive, Analytics and SEO-driven
Twitter Lists
Curated group of Twitter accounts - Businesses can create their own lists or subscribe to lists created by others - Lists can be private or public - They are also a great way to keep ahead of the competition, by monitoring their posts for ideas or ways to improve your brands Twitter content strategy.
Facebook Content Strategy
Establish a Voice, Be Authentic, Social Media Rule of Thirds, Determine an Engagement Strategy, Post at Optimal Times, Make the Most of Pinned Posts, Use Emojis, Ask Questions, Go Live
Eroding trust
In 2016, voter-profiling company Cambridge Analytica accessed the data of 87 million Facebook users. The result? Eroding trust. • Global debate about the ethical standards of social media companies • User growth slowed causing Facebook to lose more than $119bn of market value, which included a $17bn loss for Zuckerberg. • Facebook implemented the EU's General Data Protection Regulation, & increased the privacy settings visibility for its users
Personal brand
It's your reputation and the combination of your personal attributes that differentiate you from your peers
Instagram Components
Photos, Videos, Captions, Hashtag, Call-to-action link
Instagram Photos
Photos: all about visual content - 93 percent of buyers cite "visual appearance" as their main reason for purchasing a product - Instagram offers 40 filter options to turn everyday photos into art
Twitter Content Strategy pt.2
Post Consistently and at Optimal Times: - Twitter moves fast. It's easy for tweets to be lost in the timeline with the sheer amount of tweets being posted every minute. - A tweet has an average shelf life of just 24 minutes and reaches 75 percent of its potential engagement in less than three hours. - Post anywhere from 3 to 7 tweets per day.
Reccomendations for FB Zero
Post less frequently, Post highly valuable, engaging content, Target a specific audience, Post timely, trending, or newsworthy topics, Utilize storytelling, Post content that creates conversations, Create and post more video content, Experiment with Facebook Messenger, Diversify to other social media platforms
Optimize FB Page
Profile and cover photo, Call-to-action button, Description, Contact, Location, Hours, Page settings, Integrate other services
LinkedIN Accomplishments
Publications, Certifications, Patents, Courses, Projects, Honors & Awards, Test Scores, Languages, Organizations
Active participation (LinkedIN & Twitter)
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
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
Best Days and Times for FB
Sunday (32%), Saturday (32%), Thursday (18%), Friday(18%). 9am, 1pm, 3pm
Digital Around the world 2020
Total Population: 7.75 Billion (55%) Unique Mobile Phone Users: 5.19 Billion (67%) Internet Users: 4.54 Billion (59%) Active Social Media Users (49%)
Tweet Components
Tweet, Video, Photos, GIFs, Hashtags, Mention,
Twitter Hashtags Component
Tweets with hashtags receive two times more engagement than tweets without - Only use between one and two hashtags. They should use, Branded hashtags, Hashtags with keywords relevant to their business, Popular or trending hashtags, Holiday hashtags #NationalDonutDay #LoveYourPetDay #InternationalDayofHappiness
Twitter GIFs Component
Twitter has integrated a GIF library directly into their platform. - Over, 100 million GIFs are shared each year on Twitter. - They stand out easily, automatically play in the newsfeed, are easy to digest, can evoke emotion and reactions, are a great way to show a brands sense of humor, and they capture more attention over images
Twitter Video Component
Users have the option of uploading a video from a desktop or mobile, or use the native video function built inside the mobile app to record and post a 140 second video - Videos drive 2.5X more replies, 2.8X more Retweets, and 1.9X more likes when embedded directly into the platform
Daily Time Spent with Media
Using the Internet: 6H 43M Using Social Media: 2H 24M Watching Television: 3H 18M Listening to Music Streaming Services: 1H 26M Using a Gaming Console: 1H 10M
Instagram Video
Video: added the ability to upload 60-second videos (2016) - users can shoot video directly within the Instagram app or from a phone's built-in camera - videos can be trimmed and edited directly within the app
Owned Media
Web Properties, Website, Mobile Site, Blog Site, Social Media Channels
Twitter Best Times and Days to post
Wednesday, 12PM, 3PM, 5PM, 6PM
World's largest professional network, with more than 690 million users in 200+ countries
Twitter Photo Component
You can attach up to four photos to a single tweet or a single image can be embedded into the pasted URL - Tweets with images receive 18 percent more clicks, 89 percent more favorites, and 150 percent more retweets than tweets without -When sharing photos of people, Twitter allows users to tag up to 10 people per image.
Instagram Call-to-action link
You cannot embed hyperlinks in the caption or text of the post itself • Your profile is the only location to provide users with a clickable URL to learn more or visit your company website, so it's important to use captions to drive your followers to visit your webpage by clicking on the link in your bio
Social media marketing plan
a living document that outlines an organization's social media goals and guides the actions needed to achieve these goals
Facebook has been
a market disruptor, changing the way people communicate with others, the way they share their lives, the way they consume content, and the way that consumers interact with brands.
Customer persona
a representation of a customer's target market based on data collected from existing and target customers
Social media content calendar
allows for social media managers to plan, create and schedule content on a weekly or monthly basis -Lists the content types, days, times, post topics, post text, post assets (image/video/gif etc.), and call-to-action links for each social media network
Clicks
as in mouse clicks, are used to assess the effectiveness of advertising expenditures
Instagram Stories
posts featuring videos or images that disappear after 24 hours • Meant to be posted at a higher frequency over traditional posts • Not meant to be perfect: give inside or behind-the-scenes looks at businesses
• 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
Instagram Content Strategy
• Take advantage of Instagram Stories, Live Video and IGTV • Sell products with Instagram Shopping •Use influencers •Post with a location • Use tags • Post consistently and at optimal times • Post visually appealing content • Regram user-generated content • Engage with your audience • Avoid overt product pitches
Instagram Hashtags
• Up to 30 hashtags per post allowed, but ideal is 5-11 • Posts with at least one hashtag average 12.6 percent more engagement • At 11+ hashtags, engagement rates start to drop • A number of hashtags are banned • Posts with a banned hashtag will be shadowbanned (not appear in various places within the app or in search engines for specific hashtags) • #popular, #newyears, #pushups, #books, and #like are among the hundreds of banned hashtags • Check the complete list often to avoid posts being shadowbanned • Use hashtags relevant to the brand itself • Hashtags should help add followers and popularity — it's essential to include trending or popular hashtags where relevant
Instagram Content Strtegy pt.2
• Use emojis • Experiment with different caption lengths • Provide a good mix of photos, videos, Boomerangs, and Hyperlapse • Ask questions • Run contests and promotions • Account takeovers • Advertise on Instagram
