Chapter 3 social media marketing

Step 2

Conduct a social media audit

Step 1

Identify a target market and create personas

(For step 8) how often should you post on each platform a week?

FB 8-15 IG 5-10 (8-16 for stories) TWTR 21-70 LINKEDIN 8-15 Pinterest 35-70 SC 5-20

(Social media advertising) which platform has the most share of advertising expenditures

Facebook has the most share of advertising expenditures with more than 80%, followed by LinkedIn and Pinterest with 4% and 2%

(For step 8) The social media distribution strategy determines

The network and frequency of posts and types of content that will be published on each network

(For step 3) social media marketing goal should be tied to

The over arching business and marketing goals of the company

A companies social media target market should ideally

be the same target market for the overall company

(Social media advertising) medi spending in order to reach 1000 people

(With a budget of $500) Direct mail - $57 8772 TV - $28. 17857 Magazine - $16 31250 Newspaper $16 31250 Radio $10. 50000 Billboards $5 100000 Social media $2.50 200000

How do you perform social media listening

-Determine which channels need to be monitored (sm networks, blog sites, apps, industry websites, review websites, etc.) -List of keywords to monitor, such as variations of the company name, product names, industry hot topics -track topics customers and influencers are talking about - what is being said about the competition -sentiment about the brand

(For step 2) creating a spreadsheet of the companies existing accounts must include information like

-networks the company is active on -whether the social media profiles are fully optimized -Number of followers on each account -posting frequency -average engagements, reach, clicks, video views, and brand mentions -which platforms perform best and why -Average response rate to customer inquiries (Afterwards create a spreadsheet showing all company competitors and collect the same information listed above)

Social media ADVERTI STRATEGY STEPS

1. Select goals 2. Select the target market 3. Select platforms 4. Select a budget 5. Select the Ad budget 6. Consider the Ad funnel 7. Develop the content

(For step 8) how would you conduct this step?

1. Start by determining the types of contact will comprise the majority of social media posts. 2. Determine how often the brain will post on each social media platform 3. Determine the contact mix for each platform 4. Determine the optimal days and times of the week to post on each platform

(For step 1) after collecting this data group the target market into

3-5 customer personas.

Step 5: Establish a tone of voice

A brands tone of voice expresses the brand personality. When communicating to customers it is important to provide a cohesive tone of voice across all marketing communication channels

What is a customer persona?

A representation of a company's target market based on data collected from existing and target customers (relevant data)

(For step two) opportunities include

A target market that's very likely to engage on SM, if the target market makes 95% of purchase decisions on line, new emerging social media management tools they can eat social media marketing efforts, potential collaboration opportunity for UGC, easy to use tools readily available to create a variety of multimedia content for social media

(For step 2) what is done in the SWOT analysis

Analysis of Strengths, weaknesses, opportunities and threats

(For step 9) on the content calendar the

Post text, text length, hashtags, call to action and images in the Contin calendar should be different on each platform. Using social media as a megaphone by posting the same content on every platform is not a good social media marketing strategy

(For step 4)A good strategy is to determine the

Budget needed for social media marketing activities first and then craft a social strategy to 50 budget allotted

(For step 2) Weaknesses include

Company Lacks social media management tool to manage social media marketing efforts, actions do not often result in desired outcomes on SM, low average engagement per post despite high number of followers, content not catered to target demographic, low engagement posts

(For step 9) The social media content calendar Lists the

Contact types, days, times, post topics, post text, post assets and call to action links that will be published on each social media platform

(For step 5) customers Will not respond well to brands that sound to

Corporate or impersonal.

What is step 8?

Create a distribution strategy and content strategy

Step 6: select a platform

Each platform has its own language and audience and how those audiences share and communicate on each network differs Once armed with enough information, businesses can select the best social media network to reach other brands target markets.

Step 4: determine resources, roles and responsibilities

First determine the tasks needed to accomplish the goal then allocate appropriate personnel and Leslie assign each team member specific responsibilities to meet those tasks.

(For step two) threats include

Hi competition with strong social media presence, competitors pursue aggressive social media advertising strategy, success of emerging competitors on XM platforms, competitors product/service offerings are superior, slow adaptation to new social media technologies, platform organic reach of brand is declining, overall market demand is decreasing

(Step 5) To establish a tone of voice start by

Identifying the characteristics of the branches in body. Consider the brands target market -If the runway person, what would the personality be? How are the brown speak with customers? How would the customer describe the brand? What is the brands character? Purpose? Tone? Language?

What is social media listening?

In the process of monitoring the Internet to determine what is being said about a particular brand, topic or industry

Information gathered through social listening should be

Included in the social media marketing plan and can be used to generate ideas for future social media content

Strengths and weaknesses are _______ and opportunities and threats are _______

Internal External

What is SOCIAL MEDIA ADVERTISING?

Involves advertisement serve to users on social platforms. social media advertising as a highly effective way to target audiences on a wealth of demographic and lifestyle information

(For step 9) TUNING

Is the continuous process of adjusting and improving the social media marketing plan Includes ongoing reevaluation of goals, strategies and tactics based on the constant monitoring and reporting

In order to later determine which social media platform is best suited for the target market

It's important to collect a variety demographic, interest and behavior data for the target market, including but not limited to: Age, behaviors, company, company size, education, family life, gender, goals, hobbies etc.

(For step 3) Goals have objectives and objectives are measured by

METRICS

(For step 3) Each and every goal must have

Measurable objectives and metrics

(Social media advertising) CPM or Cost Per Thousand

Measures how much it cost to reach 1000 people. The goal for any marketers to reach as many people at the lowest cost

Step 7: create and optimize social media networks

Once social media platforms have been selected, the next step is to optimize each network. -fill out each section of the social media profile completely -update cover photos and profile pictures (make sure to use the right social media image sizes) -Make usernames, profile photos and cover photos consistent across all networks. -fill in the company bio in about sections -A company website URLs and links to other social media networks -include relevant industry keywords for SEO -remove any unprofessional content that could be detrimental to the brand

(For step 8) The social media content strategy is the

Planning, development and management of social media content. This includes the actual written posts and the types of contacts, such as videos, blogs, info graphics etc. that will be published on each platform

(For step 3) all goals should follow the

SMART framework Specific Measurable Attainable Relevant Time-based

(For step 5) a proper brand voice can

Say brand apart from competitors build trust with customers and can be used to influence customers purchase decision

Step 3: establish goals, objectives and metrics

Social media marketing goals and objectives will guide the company's social media marketing strategy and help gauge the success of social media efforts

(For step 2) strengths include

Strong brand presence across multiple social media platforms, posts are consistent with brand guidelines, profiles and posts are properly optimize for each platform, high number of followers, high posting frequency, and good platform strategies

Personas help companies understand

The challenge is customers face and go to social media marketing strategy

(For step 2) what does it mean to conduct a social media audit?

The second step in the social media marketing strategy is to conduct a social media audit, which includes social listening, a SWOT analysis and competitive assessment.

(For step 9) every Contin calendar should contain key

Themes and dates for the business, such as holidays, events, press releases, News announcements, product releases, campaigns and more

(Step 6) it is also important for brands to consider the amount of

Time and resources they are able to devote to social media. For businesses that do not have enough resources to engage on multiple social media networks, it's best to leverage and I work there which is the highest percentage of the target market

Step 10: Track, analyze, and tune

Tracking social media metrics, analyzing the results and adjusting a social media marketing strategy is the key to success when it comes to social media. Be able to provide detailed reporting to assess successes and failures in determining the future of social media marketing strategy

(Social media advertising) Digital advertising received more ad spend in the United States than

Traditional advertising

Step 9: create a social media content calendar and schedule posts

Using a social media content calendar is a great way to plan, organize, and schedule all social media activities. How many instances, the social media content calendar is a subset of a larger marketing campaign calendar. It allows for social media managers to plan, create a schedule contact on a weekly or monthly basis.

(For step 4) Some companies choose to bring these resources

in house, while others choose to outsource these resources

Social Media Marketing plan

is a living document that outlines an organization's social media goals and guides the actions needed to achieve these goals.

Social media marketing strategy

outlines the tactics for how a company will incorporate social media into its business

(For step 4) Personnel Resources could include

social media marketing specialist, writers, graphic designers, video producers, customer service representatives, sales professionals and more