Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

Social Media Marketing

No description
by

Suha Naser

on 22 January 2014

Comments (0)

Please log in to add your comment.

Report abuse

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.





Characteristics
-No cost

-No skills

- simple (easy to use)

- sense of empowerment to express oneself and be a part of a community
Accessibilty
- Content lasts long

- could be edited
Longevity
-Several communication channels

-endless exchangeable contents
Interactivity
- posted/ shared content is immediately
available


- direct interaction with other users
Speed
-varied types of content

-easy, rapid connection

-interactivity
Reach
S
ocial
M
edia
M
arketing


What is Social Media?
Social Media
Under Social Media fall all services that:

Allow the
creation
,
exchange
and
sharing
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.

Social media
describes websites that allow users to
share
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
.

News aggregation
and
online reference sources
, examples of which are Digg and Wikipedia, are also counted in the social media bucket.
Micro-blogging sites
such as twitter can also be included in social media.”


Social Media
for
Business

Opportunities
for Businesses
-Big amount of
users

- Huge amount of e
xchangeable content
(opinions, messages, photos, discussions, videos, tweets, blogs)

- Crucial for the
brand’s reputation
and image

-
Engagement
with customers
Social Media's contribution to Marketing
Online Branding
SM allows you to:

-Highlight
your brand
(name, logo, colors)

-Figure out
your identity
. How is your brand different than that of the competitors' and why should a buyer choose you?
Product Marketing
inexpensive way to reach your

target audience
and for an integrated marketing strategy :

public relations, publicity, selling, direct marketing and sales promotion.

- The platforms allow you to
create buzz
about your products
Bui
- manage customer service
Customer Service
generate
trust and loyalty
and build new relationships by
“listening”

Cutomers want to:

-be heard

- 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
businesses, suppliers.
Building Relationships
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
By:
Community Building
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
message
and being able to
deliver
that to the public.

This is key to
brand identification
, your
credibility
,
motivating
the buyer,
connecting
with the audience.
Brand Identity
Some elements can not be automatized.

the "human touch" is essential
Rules

every

Business
should be

aware

of

Define Your Basics
Objectives

Target Market

Products and services
Building your brand

Attracting new customers

Supporting Sales

Engaging with fans
Examples
Have an organized
marketing plan
• Time and budget allocated to the :

monitoring, development, and participation.

measurement of the social media metrics.

making reports


It's an ongoing commitment
Identify the right platforms
Again this depends on your foundations:

- Objectives
- Target audience
- products /services


While creating your profile
...
Make sure all
relevant details
are there. People looking for your services should be able to find you.
Essential elements:

-
The Brand
: The name, the logo, the description of the business.
- A location
map
,
contact
details

Your content is your biggest asset
Make sure it's
interesting
and
engages
the customers
Make your SM Marketing plan
Themes
Frequency
Measurement tools/reports
Keeping in mind:
- the brand's core values
- the marketing plan's targets
- the budget allocated
Facebook
It allows users to create individual
profiles
add or invite
friends
exchange
messages
join
communities
of like-minded people
form
groups
create
pages
based on common interest
Facebook
The most popular social networking site
j
Facebook Profile
Profiles represent people.

to connect with friends
upload and share videos and photos
store activities over time
personal purposes

- friends < 5,000.
- no marketing analytics
- Using a Facebook profile to market your organization is
a violation
of the Facebook terms and conditions
- They have bad SEO
Facebook Page
Pages
represent businesses
brands
nonprofits
public figures/celebrities

Pages allow you to
create awareness
of your product
or service within the Facebook community,
engage
with customers and products, and even
sell
your products or services.

Pages offer you
key metrics
to analyze your performance
Groups
Groups allow people (profiles) to organize around
shared goals
or topics of interest.

to connect facebook users with each other —
not
to receive notifications from businesses.

Facebook Groups have very
limited viral features
.

Facebook Groups have
no hierarchy:
The members, not the facebook page admin, set the pages’ agenda.

Analytics System of Facebook
Facebook Insights
:

- understanding your visitors’ behavior
- it’s available for free to all Page admins.

Understand, analyze
trends
in your user growth and audience makeup,

understand which updates get the most
interaction
:
comments, likes, shares,

What strategies will create the most reach and engagement on Facebook?

Three areas of data: your
fans
,
your
reach
, and the ways Facebook users
interact
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
www.socialmention.com
keep track of how you’re being mentioned online.

Additional features
Facebook

A
d
s

Twitter
Ov
er
vi
ew

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
.




Price:

Ads can be purchased based on cost per impression (CPM) or cost per click (CPC).

Targeting
:
specific demographics (location, gender, relationship status, education, brand preferences, musical tastes, and so on).
Ov
er
vi
ew
Be careful
Don’t depend solely on FB ads :


You should
cohesive
Marketing/ad strategy that combines
many channels
: 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
your audience.
Four Types

Marketplace Ads
Sponsored Story
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
promote feature


Promoted Posts
Targeting Possibilities
* Location

* Interests

* Connections


Payment
* A bidding structure based on
supply and demand
.

For most ads, you’ll pay for
impressions
— that is, the number of people who see your ad.


Facebook has advanced options that provide a
suggested bid.


Facebook offers two types of pricing:

With CPC, you pay each time a user clicks your ad.

If your
goal
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)
Mille
With CPM, you pay based on how many
users see your ad.


objective
: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?
Twitter Profile
Twitter Basics
Twitter Timeline
#
Ha
sh
ta
gs

to create
#groupings
and help generate
#popularity

Preceeded with the hash mark (
#
).

When you include a hashtag in a tweet, it becomes clickable.

Trends
Tweeting

Retweeting

Replying
For Businesses
Attracting Sales Leads

An Example
nearbytweets.com
Ideas
Find people
who match your customer profile
Follow them
Tweet
about relevant content that they care about

•Create a
marketing campaign
that involves a Web site and a blog, and
create a Facebook and/or MySpace page.

Invite
people to join them.

Helpful Tools
TweetDeck

TweetDeck's interface :

-customisable columns:

- URL shortening

-Columns include or exclude words or tweets from users

-Tweets can be sent immediately or scheduled for later delivery.” -
- Wikipedia
Tips on tweeting
You need a single sentence about your business that can
fully explain
what you do and show the person what he or she
gets out of it
by buying from you.
Measure your reach
Analyze
Metrics
Analysis
Measure

T
o
o
l
s
Competitions, prizes : gift cards

1. Posts on general knowledge (related to food)

3. Kroger

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:


2. Aldi

3. Linking the product to the customers’ every day lives. (Interaction)

1. Interviewing experts and receiving questions from clients.

1. Tesco

On Facebook

Interesting Marketing Ideas

4. Safeway

Interesting Marketing Ideas
- Happy holidays wishes

- Sharing recipes and tips

-Asking Questions


4. Holding a close relationship with the consumers:



2. Promoting a humanitarian cause

Asking them to send
pictures


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

Walmart



5. Announcing new products

3. Promoting important cultural society values

Facebook
Walmart
Page Management
Basics of Social Media Engagement
*Goals
*Plan
*Guidelines
*Systems
*Tools


Sources
"Facebook Marketing for Dummies"

"Twitter Marketing for Dummies"

"Social Media for Business"

- Several articles/ infographics:
www.socialmediatoday.com

Interviews with experts
Coupons
http://socialmediatoday.com/brianna5mith/1648356/how-choose-most-effective-social-media-platform-your-brand
Full transcript