Social Media MKT Exam 1
Tagging on Facebook
- makes posts stand out - increases Google ranking - increases SEO value - increases the chance of having the tagged person or company share a post
Components of a Facebook Post
1. Text ideal is 140 characters or fewer & text should catch attention 2. Photos, Videos, and Gifs 3. Hashtags higher engagement; use 1-3
Skills Social Media Managers must have
1.Community management 2.Creative 3.Organized and effective 4.Adaptive 5.Good writing skill 6. Sales and customer service 7. Strategic focus 8. Decisive 9. Analytics and SEO-driven
Rule of Thirds
1/3 of the content should promote the business; 1/3 of the content should be shared from other businesses, industry thought leaders, news articles or other pages 1/3 of the content should be based on personal interactions with employees, customers, and followers on social media
Threats (SWOT)
Are required specifications or skill sets needed for your job? Is changing technology threatening your position?
Weaknesses
Company lacks a social media management tool to manage social media marketing efforts company's actions do not often result in desired outcomes on social media Low average engagement per post despite high number of followers: indicated the need for higher quality content Content not catered to target demographic little effort to engage; only broadcasting and no interaction with followers few resources dedicated to social media team, who lack the ability to fully monitor social media accounts and respond to customer inquiries Infrequent responses to reviews or customer inquiries Small social media marketing budget for advertising
Other Ways to Build Your Personal Brand
Create your own branded website Establish yourself as an expert and thought leader through blogging Start your own podcast Write a weekly newsletter or email (you can build an email list with an email sign up form on your blog or website) Create your own YouTube channel with video content
Step 3: Establish Goals, Objectives and Metrics
Each and every goal must have quantifiable objectives and metrics Goals -increase brand awareness online Objectives -grow facebook community by 100% -increase engagement by 50% per post Metrics -# of new fans (likes) -# of likes comments and shares -# of hashtags and brand mentions - 50% growth in page views/visitors
Eroding Trust Results
Eroding trust from consumers in Facebook 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
Cover Photo
Express your professional identity; tell your professional story in a visual way. it should tell your professional story in a visual way
Building an Audience on Facebook
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
Today, Facebook is the largest social networking in the world, with over 2.4 billion monthly active users. 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. 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.
Step 10: Track Analyze and Tune
Tracking social media metrics, analyzing the results and adjusting the social media marketing strategy is the key to success when it comes to social media 46% of B2B marketers are unsure if their social strategy actually created revenue for their brands
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 Use hashtags strategically Don't spam your followers' feeds Don't follow people just for numbers Bragging and complaining never go over well Don't tag or post pictures and videos of people without permission Don't post anything you would not want your coworkers or potential employer or client to see Treat people how you would want to be treated; there is always a person on the other side of the screen Don't abuse your network; some things should be left private
Authentic Tone
We're going to give you the tools and insight you need to make your job easier. That may not always be through our product Be honest and direct. Own any issues or mistakes, and show how you will address them.
Quirky Tone
We're not afraid to challenge the status quo and be ourselves use unexpected examples take the contrarian view point and express yourself
Passionate Tone
We're passionate about changing the way the world works use strong verbs be champions for your industry
Opportunities (SWOT)
What are positive opportunities that face you? What are the interesting trends you are aware of in the industry ?
Weaknesses (SWOT)
What could you improve on? What areas do you not excel in? What areas should you avoid?
Owned, Earned and Paid Media
Work together to form the basis of a marketing strategy that's meant to drive traffic and customer growth
World's largest professional network, with more than 690 million users in 200+ countries Where professionals gather
Earned Media
Is what the public shares digitally and verbally about a brand. It consists of all of the content and conversations around a brand that have been created and published by someone else. Can include press coverage social media mentions, product/company reviews or blog posts authored by someone outside of a company. Earned media is the most valuable type of media as it increases brand awareness with no additional effort on the part of the in-house marketers.
Step 5: Establish a Tone of Voice
a brands __________ of voice expresses the brand's personality. When communicating to customers it is important to provide a cohesive tone of voice across all marketing communications career.
Facebook Zero
a change to facebook's newsfeed algorithm to prioritize person to person interaction among friends and family over posts from branded facebook pages the end of organic reach for all facebook pages
Social Media Marketing Plan
a living document that outlines an organization's social media goals and guides the actions needed to achieve these goals
Social Media Return on Investment (ROI)
a measurement of the value from social media marketing. Represented with a ratio between net profit and the costs of investment =(Profit/Total) x 100
Personal Vision
a picture of your true self in the future it is who you want to be, what you want to do, how you want to feel, and with who you want to associate yourself. It includes all the important elements of your life and career. It helps you see into the future, as it is the framework for the process of creating your life.
Step 1: Identify a Target Market and Create Personas
It's important to collect a variety of demographic, interest and behavior data for the target market: Age, Gender, Education, Location, Job Title, Company, Company Size, Income, Pain Points, Interests, Values, Behaviors, Family life, Hobbies, Goals, Most used social network, Where time is spent online, How they purchase after collecting this data, group the ___________ market into 3-5 _____________ _______________
Step 6: Select a Platform
Just because a brand may already be active on a social network does not mean it's the best network for its audience Whether accounts have already been created or yet to be created businesses need to assess and select which networks their brands will be active on.
Create and Optimize your Twitter Profile
Make sure that your username is closely related to your first and last name or represents something that defines your personal brand Recommendation: Use the same cover photo and profile picture as on your LinkedIn account Next, add a professional bio (up to 160 characters)
Social Media Challenging Traditional Marketing
Marketers are shifting budgets and strategies away from print, radio and television advertising to focus on digital marketing tactics with lower costs, greater reach and higher return on investment the internet has now overtaken television to become the largest advertising medium globally Consumers now regard social media as a more trustworthy source of information over traditional marketing communications 67 percent of Americans report that they get at least some of their news on social media Many media companies have joined social media to deliver journalistic content to a wider audience over television
Customer persona
a representation of a company's target market based on data collected from existing and target customers
Linkedin Headline
Prime real estate often looked at most by recruiters it should be catchy and keyword rich. This is the first impression. it is an opportunity to say what you do, who you help, how you make their life/work better, and to give proof you're credible
Become an Active Participant on Linkedin and 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 Effectively use hashtags (focus on keywords that are trending or relevant to your industry or business) Use visuals (image, video, or GIF) Leverage LinkedIn's Publishing Platform to share inspiring long-form blog posts to your network and beyond
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 place to promote your personal mission and establish yourself as a thought leader here you can have conversations and build relationships with other professionals in your industry
Goals must be SMART
Specific: stating exactly what needs to be accomplished Measurable: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
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
Facebook Covid-19 Response
Stopped the spread of misinformation and removed harmful content Supported health and economic relief Kept people connected
Strengths
Strong brand presence across multiple social media platforms Social media posts are consistent with brand guidelines Social media profiles and posts are properly optimized for each platform High number of followers high posting frequency Strong facebook and instagram strategies Staff is enthusiastic about improving company's social media strategy
Opportunities
Target market very likely to engage on social media platforms Target market makes 95% of purchase decisions online New emerging social media management tools can aid social media marketing efforts Collaborate with customers for user-generated content Many social media influencers within the industry able to influence the target market decision making process Partnering with suppliers to co-market products and services across social media Easy-to-use tools readily available to create a variety of multimedia content for social media: videos, gifs, animations etc. Social Media advertising
Facebook Shops
allows businesses to set up a free online store on facebook and instagram. customers can locate, browse, and purchase from shops directly from a business' Facebook Page, Instagram profile, or find them via stories or ads, can connect directly to an existing shopify account, making it easier for businesses to sync products directly from their existing websites
Social Media Content Calendar
allows for social media managers to plan, create and schedule content on a weekly or monthly basis it is a great way to plan organize and schedule all social media activities It's recommended for brands a social media management tool such as Hootsuite, Sprinkr, Sprout Social, or Buffer to schedule posts
Mentions
are the number of times a person or business tags the business in a social media post
personal brand attributes
are the words you would use to define your personality or the value that you offer Ex. thoughtful, devoted, cooperative, and sincere
Passions
are what intrigue and motivate you in determining how you want to spend your time
Step 2: Conduct a Social Media Audit
conduct a ____________ ___________ ____________, which includes listening a swot analysis and competitive assessment
Values
core principles that give meaning to your life set of standards that determine your attitudes, choices and actions
Social Media
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 Distribution Strategy
determines the network and frequency of posts and content types that will be published on each network
Page Settings Facebook
here facebook page managers can manage acariety of page settings, including the enabling visitor posts, reviews, private messages, tagging ability, page location for photos, country or age restrictions, profanity filters, translations, and more
Threats
high competition with strong social media presence competitors pursue aggressive social media advertising strategy success of emerging competitors on instagram and facebook particularly poses a threat Competitors' product/service offerings and superior Slow adaptation to new social media technologies due to small budget and lack of resources facebook organic reach for brands is declining overall market demand is decreasing
Clicks
how many times a person clicks on a post
Engagements
how many times a person interacted with your content it includes likes, comments, shares, and in some cases clicks
Facebook Contact
include a business phone number, website, email, and any additional links so that customers can easily contact you or visit your site
hours (facebook)
include business hours so that customers can easily determine when the business is ipen
Location (Facebook)
include the business street address if the business has a physical location for customers to easily find can also include service areas to cover all the locations that the business services
Facebook description
include the most important info about the business in this section
Owned Media
includes all of the channels a company owns. These channels can include a company website, blog, youtube channel, facebook page, or any social media website created an managed by a company
Personal Brand
is a marketing strategy focused yourself It's your reputation and the combination of your personal attributes that differentiate you from your peers
Social Media Listening Spreadsheet Key Info
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 If the posts are on brand and properly optimized across all social media channels Types of content being shared on each platform Which platforms perform best and why. The number of reviews/testimonials. Note if they are positive, neutral or negative Customer inquiries Average response rate to customer inquiries
Evolution of Social Media
Time to reach 50 million people Telephone: 75 years Internet: 4 years Facebook: 3.5 years Angry Birds: 35 days 67 percent of the world's population uses mobile devices In 2015, time spent on mobile apps surpassed time spent watching TV for U.S. consumers
Your purpose
is how you will make your vision happen Write down the changes you need to make to honor the vision and lead a powerful life. Write down the changes you need to make yourself and purpose a reality
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 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
CPM or Cost per thousand
measures how much it costs to reach 1,000 people
Social Media Marketing Strategy
outlines the strategies and tactics for how a company will incorporate social media into its business Social media offers an advantage through the creation and distribution of valuable content to attract and retain a clearly-defined audience
Call to action button
provide a way for customers to contact a business through facebook messenger, email, by phone, or website, shop for products, start food orders, or book a service
Step 4: Determine Resources, Roles and Responsibilities
refer to the social media marketing goals and determine the resources and budget needed to accomplish these goals
User Generated Content (UGC)
refers to any digital content that is produced by end users of an online service or website is used to create opportunities for showcase brands and build customer relationships Ex. Doritos Super Bowl ad, consumers were invited to create a 30-second commercial to win a featured Super Bowl spot
Linkedin Summary
should reflect all of the attributes and keywords you defined for your personal brand should be written in first person and be a true reflection of who you are as a person
Social Media Shifting Power from Businesses to Consumers
social media provides a platform for everyday custoers to interact directly with brands in a way that was never achievable before consumers can share their positive or negative experiences with products or brands with a wide audience around the world
goals
specific objectives that you want to achieve
SWOT
strengths, weaknesses, opportunities, threats
Facebook Insights
that can help brands measure the effectiveness of their social media strategies. Every business page on Facebook has access to this
Engagement Rate
the % of a brand's audience that has engaged with their content to calculate engagement rate divide the number of engagements by the total reach
Facebook Profile and cover photo
the biggest digital real estate is the _________ _________ make sure they convey the the brand's values, missio, or goals important to choose photos that best represent the business such as a company logo, product, or store image.
Tuning
the continuous process of adjusting and improving the social media marketing plan Determine if the goals and objectives set were met and what changes may be needed to meet goals Determine what topics and content performed best on each social media platform and create new contest based on those top-performing assets Determine if the current content and distribution strategy is the right approach
Call to Action (CTA)
the part of social media message that attempts to persuade a person to perform a desired action. An example of CTA would be "Register Today!" with a link to a registration form
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 Start by determining which channels need monitoring Create a list of keywords to monitor: use these to listen to conversations about the company, industry or community Track topics that customers and influencers are talking about, as well as what is being said about the competition Create a spreadsheet or table of the company's existing accounts - include key information:
Followers
the total number of people who have followed or liked a brand's social media account
Impressions
the total number of times a brand's content was delivered to someone's feed. If a person views a brand's post five time the total number of impressions for the post would be five
Reach
the total number of unique people who have seen a brand's content on social media. If a person views a brand's post five times, the total reach would still be one person
Integrate other Services (Facebook)
there are many services offered through facebook and third party web applications that can be integrated into a facebook page Ex: Restaurants can integrate an online reservation system or incorporate their menus directly into your page
Strengths (SWOT)
think about what you excel in what are things where you're the designated "go to" for?
Linkedin Photo
use a professional photo which is cropped to show your face cleary you are 7x more likely to be found on Linkedin with a photo
Irreverent Tone
we take our product seriously; we don't take ourselves seriously be playful and use colorful illustrations or examples
Click Baiting
when a post uses a headline that encourages followers to click without giving information about what they will see
Recommendations
written statements from a connection recommending you for your work Used by recruiters to understand more about a person Aim for 5-10 recommendations
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
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 Zero recommendations
• 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
Social Media Metrics
•Call to action (CTA) •CPM • Clicks • URL click • Engagements • Engagement rate • Followers • Mentions • Total reach
Step 7: 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
Disadvantages of Social Media
-Makes finding and hiring top talent difficult due to the soical media skills gap -Lacks an emotional face-to-face connection -opens brands up to negative feedback -requires additional resources to manage -accompanies unrealistic customer expectations -risks accounts being hacked or experiencing security breaches -needs daily and sometimes around the clock monitoring -deals with the potential of inappropriate behavior including bullying and harassment -Has a viral nature, so brand reputation can be damaged instantly and sometimes permanently -Can be difficult to measure return on investment (ROI)
Advantages of Social Media
-Utilizes platforms that allow for unlimited access and are free to use -Makes brands more visible by exposing them to larger audiences -Allows for easily identifying and reaching target audiences -Heightens customer service and engagement through two-way communication -Increases brand awareness and loyalty -Has higher conversion rates over traditional marketing tactics -Improves search engine rankings -Increases website traffic -Allows for immediate measurement through analytics
Social Media as a Market Disruptor
Fundamental shift in how people communicate day-to-day Instant feedback can be given 24 hours a day, 7 days a week Abbreviated words and emojis now commonplace: Consumers can share positive or negative experiences with products or brands with a world-wide audience Social media has shifted power from businesses to consumers Consumers are becoming content creators for brands on social media Social media challenges traditional marketing methodologies
URL Click
How many times a person clicked on a Call to Action URL
Eroding Trust
In 2016, voter-profiling company Cambridge Analytica accessed the data of 87 million Facebook users. The result is ________ __________
Paid Media
Is a marketing activity that is paid for. Traditionally this would include TV advertising, radio spots, and print advertising. Today marketers are increasingly spending their paid media dollars on digital advertising: Google Adwords, Pay Per Click (PPC) campaigns. searn and display advertising, and social media advertising.
