Social Media

AIDA model

A common model of the series of mental stages through which consumers move as a result of marketing communications: Awareness leads to Interests, which lead to Desire, which leads to Action.

Microblogging

A form of blogging that allows users to write short messages (or capture an image or embedded video) and publish them.

webinar

A webinar is a live web-based video or telephone conference that uses the internet to connect the individual or brand hosting the webinar to an audience of listeners or viewers

step 4: Brainstorm topics and post types (blogging)

Ask sales teams the top questions customers are asking. Research competitors. / Keyword research. Look at existing company content to break up into blog posts. Brainstorm the different angles that will be written about for each topic and the types of blogs that will be published for each

writing a blog post (outline)

Decide how long the blog will be: 400-1000 words. Write down all of the main takeaways and key points to include in the blog and organize them into sections

step 5: Create an Editorial and Distribution Strategy (blogging)

Determine who will be writing and editing the blog content and subject matter experts that need to be involved to contribute content. Determine the quantity, how often, and when to post blogs.

before launching a SMM campaign

Establish Goals / Choose a campaign idea, theme and type Identify the target audience / Outline the campaign parameters Determine a campaign budget and resources Choose incentives / Determine where the campaign will live Select social networks / Choose a timeline Develop campaign assets and calendar / Set up listening streams

launching a smm campaign (est goals)

Establish what you hope to accomplish with the campaign. The campaign should be built around specific business goals, such as brand awareness, leads, sales, increasing web traffic, or generating email subscribers

influencer marketing

Focuses on using influencers to promote a brand message, product, or service.

hashtags on ig

Up to 30 hashtags per post allowed, but ideal is 5-11. Posts with at least one hashtag average 12.6% 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. 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

step two: Identify the target market (blogging)

What do they want to know about? What topics will resonate with them? Create customer personas. • Have a clear understanding of the target audience.

instagram call to action links

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.

What makes a good influencer? (CREDIBILITY)

Level of trust given by followers based on perceived knowledge or expertise on influencers. • Credibility is considered more important than reach.

Blog

a regular feature appearing as part of an online publication that typically relates to a particular topic and consists of articles and personal commentary by one or more authors

Step one: Set Goals (blogging)

Number of visitors / Website traffic Social shares / Engagements (likes, comments, shares) The quantity of blog posts produced Number of blog or email subscribers Clicks or click through rate / Leads

launching a smm campaign (outline campaign parameters)

Parameters include contest submission instructions, hashtag use, use of personal data, contest guidelines, winner selection.

during the campaign

Promote the Campaign / Monitor and Engage / Adjust

set up listening streams (smm campaign)

Set up listening streams to track the campaign hashtag, or mentions of the brand/ promotion in order to monitor submissions and engage with followers.

after the campaign

Share results / Follow-up / Report and analyze

writing a blog post (blog post title)

Should convey what the article is going to be about. Must be catchy, and engaging, pulling the reader to learn more. Use words the audiences use. Contain power and emotion words like: jaw-dropping, greatest, fascinating, risky, dangerous, staggering. ask questions, use numbers and facts. / Include keywords. Be short and to the point: 70 characters or less

inline image

images that appear within the body of a webpage

Integrated Marketing Communications (IMC)

involves carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.

step 3: create a blog site (blogging)

Third party website or embedded within company website. Consistent branding and color schemes. An about page. / Content categories. / A blog post template. Blog authors, popular posts, related posts or archived posts. A search function. / Comment feature. A subscribe button. / Social sharing buttons.

influencer

someone who carries influence over others

smm campaign (incentives)

• In order to encourage user participation in the campaign, incentives should be provided.

benefits of webinars

• Increased brand awareness. • Reach large audiences. • Establishes brands as thought leaders. • Creates authority and trust with consumers. • Allow brands to understand target market better. • Interact directly with customers through Q&A's. • Capture leads. / Save time and money. Recorded and repurposed to promote in the future

influencer marketing stats

• Influencer marketing content delivers 11x higher ROI than traditional forms of digital marketing. • 54% of female consumers purchased a product after seeing it recommended by an influencer, and 45% have followed a brand directly from an influencer's post. • 70% of teenage YouTube subscribers trust influencers' opinions over traditional celebrities. • 86% of the most-viewed beauty videos on YouTube were made by influencers, compared to 14% by beauty brands. Companies make $6.50 for every dollar spent on influencers

Podcasts

• Podcasts are the audio versions of vlogs, involving recorded audio, but not recorded video. • The recorded audio files are streamed online or downloaded for offline listening. • Podcasts on a variety of themes and topics are available. • Variety of formats: Solo commentary / One on one interview / Multi-Host Talk Show Q&A / Educational / Panel or round table discussion Narrative storytelling / Fictional or non-fictional storytelling

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. •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.

vlogs

•A Vlog or Video Blog is a blog in video format. • • It involves a vlogger or video blogger, talking to the camera in first person sharing their everyday activities in a more personal way over a traditional blog. • • Vlogs were propelled forward with the launch of YouTube in 2005.

Instagram 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

writing a blog post (conclusion)

•Bring the readers full circle and summarize the main points and key takeaways. • Tie the closing statement back to the intro. Include a call to action link

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.

launching a smm campaign (target audience)

•Determine the target audience for the campaign. Include detailed information on the target audience such as demographics, interests, location, most used social media networks, and more

launching a smm campaign (budget and resources)

•Determine the total budget and resources needed to run the campaign. • Social media advertising Employees Social Media Tools & Software Assign responsibilities to the entire social media team members ahead of time ensure a smooth process

best practices for webinars

•Find and select a webinar hosting service. • Schedule webinars in advance. • Send out reminder emails leading up to the webinar. • Keep webinars between 30 minutes and 1 hour. • Host webinars is in the morning hours before noon. • Include a catchy webinar title. • Make the topic and content interesting. • Choose the best speakers. •Make sure materials being presented are visually appealing. • Interact with attendees in the chat. • Always include a Q&A session at the end. • Wrap up your presentation with advice, a call to action, and contact information for speakers and the company. • Record and make the webinar available after. • Promote the recorded webinar across all marketing channels. • Reach out to leads.

intro 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.

red bull account

•Full of extreme sport action videos that have little to do with the company's actual product. Content created specifically for company's target audience, depicting Red Bull as a lifestyle brand for extreme sports.

why is vlogging popular?

•Gives viewers an in depth look into the lives of real people. • Vloggers are authentic, inspirational, and indefinable. • Make it easy to engage and interact directly with viewers. • Fosters deeper relationships. / Easy to create. There are vloggers for nearly every category and genre, making them relatable to almost every audience

What makes a good influencer? (AUTHENTICITY)

•Good influencers genuinely believe in the brand that they promote and what it stands for. • Scott Disick made a mistake that went viral, losing authenticity with followers when he posted a photo of himself with a Bootea shake on his Instagram page.

analyze smm campaign

•How did the overall campaign perform? • Did the campaign achieve its objectives? • Was the campaign a success or failure? • What was the feedback from participants? • What worked, and what didn't work? • What could have been done better? • Was the target market reached? • Was the incentive powerful enough? • Were enough resources allocated? • Was more budget needed? • Did brand perception change during the campaign? How?

formatting blogs

•Include a publishing date. • • Include header and inline images. • Organize with sections, bold text, bullet points, lists, tips, images, blog quotes

instagram captions

•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. Use emojis, punctuation, and get creative with text. Pose questions, a shout out to another brand with the @ symbol and brand's Instagram account name. There are many tools available like Captiona and Hemmingway that help generate ideas for great captions.

influencer marketing benefits

•Increase exposure / Brand awareness • Improve search ranking / More Credibility • Effectively reach a target market • New leads / Conversion

Benefits of blogging to marketers

•Increases brand awareness. • Humanizes the brand. • Facilitates word of mouth marketing. • Provides an easy way to keep customers up to date on industry trends and company products/services. • Creates meaningful and sharable conversations with customers. •Search Engine Optimization (SEO). • Establish credibility and trust with customers. • Increases web traffic. • Helps brands get discovered on social media. • Generates leads.

podcast benefits

•Inexpensive to create. / Convenient and easy to consume. • Creators establish themselves as thought leaders. • Connect and build trust with audiences. • Reach new audiences. / Increase brand awareness. • Can be monetized.

What makes a good influencer? (ACTIVITY/ENGAGING)

•Influencers must be active on social media, publishing content daily, or weekly. • Engaging: When followers mention the influencer or ask questions, it's important to acknowledge followers by liking or commenting back.

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

Disadvantages of blogging

•Large time commitment. • No instant payback. • New blog content needs to be added regularly. • Large saturation of bogs online today. • It takes time to build a large following. ROI can be difficult to measure

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 look at businesses.

proof read and publish blog

•Proofread and publish the blog post. • • Have different writers or editors to proofread all blog posts before they are published. • Use Hubspot'scopywriting and proofreading checklist

What makes a good influencer? (REACH)

•Quantity of people that an influencer is able to deliver a message to. • Common misconception: Social media influencers need to have millions of followers. • Reality: Reach alone is not a requirement of being an influencer. • There are many micro influencers that have fewer followers, but have tapped into a highly credible niche audience.

social media influencer

•Someone who exerts his or her influence through social media. Influencers are changing the way that companies market their products.

assets and content calendars (smm campaign)

Hashtags, color scheme, header images, social media posts, post images, videos, web page images and more.

Optimizing blogs for SEO

Include keywords. Name image with keywords and include a brief description. Include three or more hyperlinks to external websites within the blog. Give readers an option to subscribe to your blog and share posts on social media through social sharing buttons.

SMM influencer strategy

•Step 1: Establish Goals. Should be tied to the objectives set for your smm strategies. • Step 2: Determine who you are trying to influence and the channels they interact with. Identify channels most important to the target market and engagement on each channel. • Step 3: Identify influencers that your target market will trust. Target audience must trust and respect the opinion of the influencers for success. •Step 4: Before reaching out to a potential influencer, monitor what he or she is saying; decide how to best engage with him or her. Start engaging on social media to develop a relationship before reaching out directly. • Step 5: Reach out to discuss a potential partnership. Influencers derive value from partnering with brands: Companies need to define specific benefits for influencers. •Step 6: Incorporate influencer marketing into your social media strategy. Utilize influencers' reach as they interact with your brand. • Step 7: Reporting and analytics. Show effectiveness: Influencers should provide detailed results for engagements, impressions, followers, and more from their social media accounts. It's important to measure both quantitative and qualitative results

instagram content strategy

•Take advantage of Instagram Stories, Live Video, and IGTV • Sell products with Instagram Shopping • Post with a location / Use tags / Avoid overt product pitches • Post consistently and at optimal times / Post visually appealing content • Regram user-generated content / Engage with your audience •Use emojis • Experiment with different caption lengths • Provide a mix of photos, videos, Boomerangs, & Hyperlapse • Ask questions / Run contests and promotions • Account takeovers / Advertise on Instagram

writing a blog post (main body)

•The why and how of the problem presented in the intro. • • Present the problem in more detail with why the problem is so difficult to solve. • • Tell a story. / Include statistics. • Provide core points through a solution to the problem

Characteristics of a blog post

•Written in first person. / Updated frequently. • Collection of thoughts on a variety of topics. • Include links, pictures, videos. • Accessible online for free. / Searchable in search engines. Allows for reader engagement: comments, likes, and shares

social media marketing campaign

•a coordinated social media marketing effort to communicate with a target audience to achieve a marketing or business goal. •Built on big ideas that persuade action among followers. •Promote a product or service, an event, a company milestone, build brand awareness, or create a community of brand advocates. •Have a specific start and end date. •58.8% of people follow a brand or social media profile looking for deals and promotions; 42.2% follow for incentives.

instagram 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.

instagram TV

•long form vertical video content Content is fed based on accounts you follow, and those you may be interested in. Up to an hour long, does not disappear. Creators have their own "channels".