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Social Media Marketing
Transcript of Social Media Marketing
in the right sidebar of Facebook
Include: a headline, body copy, and an image.
These ads can be targeted to a subset of all Facebook users.
Social media includes a lot more than Facebook and Twitter.
- simple (easy to use)
- sense of empowerment to express oneself and be a part of a community
- Content lasts long
- could be edited
-Several communication channels
-endless exchangeable contents
- posted/ shared content is immediately
- direct interaction with other users
-varied types of content
-easy, rapid connection
What is Social Media?
Under Social Media fall all services that:
of content made by the user.
It thus includes : Internet forums, groups, blogs, microblogs, networking sites, wikis, video/photo sharing websites, Q and A sites etc.
describes websites that allow users to
content, media, etc.
Common examples are the popular
social networking sites
like Friendster, Facebook, Myspace, etc. Social media also includes YouTube, Photobucket, Flickr, and other sites aimed at
photo and video sharing
online reference sources
, examples of which are Digg and Wikipedia, are also counted in the social media bucket.
such as twitter can also be included in social media.”
-Big amount of
- Huge amount of e
(opinions, messages, photos, discussions, videos, tweets, blogs)
- Crucial for the
Social Media's contribution to Marketing
SM allows you to:
(name, logo, colors)
. How is your brand different than that of the competitors' and why should a buyer choose you?
inexpensive way to reach your
and for an integrated marketing strategy :
public relations, publicity, selling, direct marketing and sales promotion.
- The platforms allow you to
about your products
- manage customer service
trust and loyalty
and build new relationships by
Cutomers want to:
- feel important for the business
- be able to express themselves
- get their questions answered
- engage in an actual conversation (the human touch element)
Word of mouth/ Networking
- Spreading the word about your brand, new products.
-If one person interacts (likes or shares) = appearing to his list of friends.
You can even connect to other
Communication and listening = loyalty
-Questions, suggestions, comments, problems
.- Ex: Offering discounts, sponsored events
Online Reputation Management
Monitoring the online reputation of your brand
-keep track of what's being written about your brand
-respond to negative feedback with positive content
and thus gain loyalty, sense of belonging to the brand
Via: Online chat rooms, discussion groups, online events.
Lending a Human Face to your brand
You should have a clear, strong
and being able to
that to the public.
This is key to
with the audience.
Some elements can not be automatized.
the "human touch" is essential
Define Your Basics
Products and services
Building your brand
Attracting new customers
Engaging with fans
Have an organized
• Time and budget allocated to the :
monitoring, development, and participation.
measurement of the social media metrics.
It's an ongoing commitment
Identify the right platforms
Again this depends on your foundations:
- Target audience
- products /services
While creating your profile
Make sure all
are there. People looking for your services should be able to find you.
: The name, the logo, the description of the business.
- A location
Your content is your biggest asset
Make sure it's
Make your SM Marketing plan
Keeping in mind:
- the brand's core values
- the marketing plan's targets
- the budget allocated
It allows users to create individual
add or invite
of like-minded people
based on common interest
The most popular social networking site
Profiles represent people.
to connect with friends
upload and share videos and photos
store activities over time
- friends < 5,000.
- no marketing analytics
- Using a Facebook profile to market your organization is
of the Facebook terms and conditions
- They have bad SEO
Pages allow you to
of your product
or service within the Facebook community,
with customers and products, and even
your products or services.
Pages offer you
to analyze your performance
Groups allow people (profiles) to organize around
or topics of interest.
to connect facebook users with each other —
to receive notifications from businesses.
Facebook Groups have very
limited viral features
Facebook Groups have
The members, not the facebook page admin, set the pages’ agenda.
Analytics System of Facebook
- understanding your visitors’ behavior
- it’s available for free to all Page admins.
in your user growth and audience makeup,
understand which updates get the most
comments, likes, shares,
What strategies will create the most reach and engagement on Facebook?
Three areas of data: your
, and the ways Facebook users
with your content.
Geographic and demographic data
Facebook metrics include:
Views, comments, clicks and downloads (through a third party website), shares and brand mentions. (as
keep track of how you’re being mentioned online.
Through Facebook Ads You can :
easily create your ad
select your target audience
set your daily budget
set a start and end date and measure results
Ads can be purchased based on cost per impression (CPM) or cost per click (CPC).
specific demographics (location, gender, relationship status, education, brand preferences, musical tastes, and so on).
Don’t depend solely on FB ads :
Marketing/ad strategy that combines
: e-mail marketing, in-store promotions, or radio ads.
The more you channels combine (wisely of course), the better the outcome.
And this all ties back to having
a clear objective
and a clear understanding of
A story about a Page, event, or app.
Appears in the News Feed (web and mobile).
The content for Sponsored Stories is derived from stories generated from people who
talk about your Page, event, or app.
posts from your Facebook Page that you can promote to existing fans, friends of fans, and even nonfans.
These ads appear in the News Feed and the sidebar (on a desktop).
can be shown to anyone on Facebook, regardless of their connection to your Page.
Page post Ads
Promoted Posts are Facebook Page updates that you can promote only to existing fans or friends of fans simply by using the
* A bidding structure based on
supply and demand
For most ads, you’ll pay for
— that is, the number of people who see your ad.
Facebook has advanced options that provide a
Facebook offers two types of pricing:
With CPC, you pay each time a user clicks your ad.
is to drive traffic to a specific Page, paying based on CPC is
probably the best performer for you.
Cost per click (CPC)
Cost per Impression (CPM)
With CPM, you pay based on how many
users see your ad.
:to get as many people within your target demographic to see the ad but not necessarily click through,.
"Twitter is built on the concept of micro-blogging, in which people write short, frequent posts (often by using a cell phone) that don’t exceed 140 characters."
How does Twitter work?
and help generate
Preceeded with the hash mark (
When you include a hashtag in a tweet, it becomes clickable.
Attracting Sales Leads
who match your customer profile
about relevant content that they care about
that involves a Web site and a blog, and
create a Facebook and/or MySpace page.
people to join them.
TweetDeck's interface :
- URL shortening
-Columns include or exclude words or tweets from users
-Tweets can be sent immediately or scheduled for later delivery.” -
Tips on tweeting
You need a single sentence about your business that can
what you do and show the person what he or she
gets out of it
by buying from you.
Measure your reach
Competitions, prizes : gift cards
1. Posts on general knowledge (related to food)
2. Awareness campaigns through videos.
2. Campaign, competition to boost sales : #Freefridaydownload : Information on digital coupons : http://kroger.softcoin.com/programs/kroger/freefri/?origin=freefri&ytp=001034001077000000000000&banner=Kroger
2. Offering recipes using Aldi’s products
1. Focusing on the company’s main competitive advantage:
3. Linking the product to the customers’ every day lives. (Interaction)
1. Interviewing experts and receiving questions from clients.
Interesting Marketing Ideas
Interesting Marketing Ideas
- Happy holidays wishes
- Sharing recipes and tips
4. Holding a close relationship with the consumers:
2. Promoting a humanitarian cause
Asking them to send
1. Focusing on important occasions (i.e.: Christmas holidays, Easter)
FB posts: the followed strategy
Walmart’s facebook page has around 34 million likes.
Facebook page management
5. Announcing new products
3. Promoting important cultural society values
Basics of Social Media Engagement
"Facebook Marketing for Dummies"
"Twitter Marketing for Dummies"
"Social Media for Business"
- Several articles/ infographics:
Interviews with experts