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    Introduction To Social Media Marketing

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    Nauman Qureshi
    This document provides an introduction to social media marketing. It discusses what social media marketing is, the opportunities it presents for organizations, and how marketers can use social media to achieve different goals. The document outlines the contents to be covered, including designing effective social media assets, common marketing tactics, and tools for evaluating success. It also discusses understanding one's audience and aligning social media selection with the goals and value offered. Risks and rewards of social media marketing for both consumers and brands are examined through examples. The objectives are to help participants understand social media marketing and evaluate its potential value for their own situation.

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    Introduction To Social Media Marketing

    Uploaded by

    Nauman Qureshi
    125 views17 pages
    This document provides an introduction to social media marketing. It discusses what social media marketing is, the opportunities it presents for organizations, and how marketers can use social media to achieve different goals. The document outlines the contents to be covered, including designing effective social media assets, common marketing tactics, and tools for evaluating success. It also discusses understanding one's audience and aligning social media selection with the goals and value offered. Risks and rewards of social media marketing for both consumers and brands are examined through examples. The objectives are to help participants understand social media marketing and evaluate its potential value for their own situation.

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    Introduction to social media marketing

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    This document provides an introduction to social media marketing. It discusses what social media marketing is, the opportunities it presents for organizations, and how marketers can use social media to achieve different goals. The document outlines the contents to be covered, including designing effective social media assets, common marketing tactics, and tools for evaluating success. It also discusses understanding one's audience and aligning social media selection with the goals and value offered. Risks and rewards of social media marketing for both consumers and brands are examined through examples. The objectives are to help participants understand social media marketing and evaluate its potential value for their own situation.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    125 views17 pages

    Introduction To Social Media Marketing

    Uploaded by

    Nauman Qureshi
    This document provides an introduction to social media marketing. It discusses what social media marketing is, the opportunities it presents for organizations, and how marketers can use social media to achieve different goals. The document outlines the contents to be covered, including designing effective social media assets, common marketing tactics, and tools for evaluating success. It also discusses understanding one's audience and aligning social media selection with the goals and value offered. Risks and rewards of social media marketing for both consumers and brands are examined through examples. The objectives are to help participants understand social media marketing and evaluate its potential value for their own situation.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 17

    Introduction to social media marketing

    Welcome

    Learning proverb
    “Tell me, I will forget.
    Show me, I may remember.
    Involve me, I will understand.
    Make me do role play, I will hate you”

    Contents
     What is social media marketing?
     What opportunities does social media marketing offer your organization and what’s involved?
     Risks v Rewards – does it suits your needs?
     How social media is used by marketers to achieve different aims
     What are your aims, what value can you offer via social media and where is your audience
     Designing effective social media assets
     Marketing tactics
     Evaluating your success and useful tools.

    Aim of today
     To provide an overview of social media marketing: what it is, how it’s used, what’s involved
     To provide practical tools and ideas that could be applied to your marketing

    Objectives of today
    By the end of today, participants should:
     Have clear understanding of what social media marketing is
     Have begun to evaluate their own situation and the potential value of social media to them.
    Any questions so far?
    1. Most of their customers are using it
    2. Most of their customers expect them to use it
    3. It costs nothing...except time
    4. It now impacts all online marketing
    5. It can bring great results*
    6. Why am I here? Why should brands and orgs be interested in social media marketing?

    What is social media?


     “Social media are primarily Internet- and mobile-based tools for sharing and discussing
    information among human beings.” Google defines
     “Social media are works of user-created video, audio, text or multimedia that are published and
    shared in a social environment.” Google defines.

    What is social media?

     What types of sites do we think of? Eg social networking


     What site names come to mind?
    What is marketing?
    •“Marketing is the process by which companies create customer interest in products or services”
    Wikipedia

    What activities do we think of when we think of marketing? Eg Advertising


    What is social media marketing?

    Marketing using social media!

    Using social media


    As personal users:
    What do we like about using social media? What do we get from it? What are our motivations?
    New friendships
    Entertainment Knowledge & learning

    Keeping in touch/developing relationships

    Creative expression
    Resource finding

    Using social media


    As personal users:

    What don’t we like? What risks and worries do we have?

    Privacy Time wasting


    Spam
    Embarrassing situations Content theft
    Platform changes

    Using social media


    As brands, businesses, organisations:

    We seek similar rewards:


    Relationships, Networking, Resources, Expression

    We are concerned about similar risks:


    Time wasting, embarrassment, platform changes, content theft
    Risks v Rewards

    Brands that have experienced both

    Nestle

    Risks v Rewards: Nestle

     Got Greenpeace YouTube video removed


     Too late – duplicates and parodies were spawned and went viral
     Users flocked to Facebook to condemn
     Nestle reacted defensively – problem aggravated
     “There’s an obvious lesson here for companies: if you do something wrong and people attack
    you in social media, being defensive gets you nowhere.” AllFacebook.com
     "Social media: as you can see we're learning as we go. Thanks for the comments."
    Risks v Rewards: Habitat
    Risks v Rewards: Habitat
    •Used trending Twitter topics to promote products, including troubled Iran election

    Risks v Rewards: Skittles

     Changed corporate website. All social media: Wiki (about), Facebook (contact) and Twitter
    stream as news showing mentions of Skittles
     “Skittles give you diabetes”
     1332% increase in web visitors in one day
     Had 600k FB fans before campaign, up to 6.5 million 18 months later
    Risks v Rewards: Dell
    Coupon driven approach on Twitter has driven $3 million + sales

    Risks and Rewards


    Do risks concern you? To what extent? Can you foresee problems that could arise due to nature of
    your business?

    What opportunities can you see so far?

    Maximise rewards, minimise risks

     Understanding codes of behavior


     Being honest, ethical and open
     Being creative and embracing media
     Being in right place – with audience
     Listening and being active
     Being useful, interesting, entertaining to encourage good feeling

    Any Questions?
    What do you want?
    1. I want to increase awareness of my product/organisation/personal brand
    2. I want to drive traffic to a website
    3. I want to get direct sales
    4. I want to market research and understand my audience better
    5. I want to educate
    6. I want to create publicity/buzz
    7. I want to support customers
    8. I want to use it internally to improve communications
    9. I want to keep existing customers informed

    Remember the social in social media


     It’s a global social event online
     Like any social event, people are drawn to those that provide value
     Interesting, fun, skilled, entertaining, knowledgeable, exciting
     ….or serving up the free goodies
    What are you offering?
    I am prepared to (how many can you tick?)

    1. Be entertaining, informative or inspiring by publishing our own unique, free content


    2. Be available daily to answer questions and talk
    3. Be useful by freely sharing some of our knowledge and resources
    4. Give away discounts, freebies and offers on our products
    5. Be controversial and outspoken about our area of expertise
    6. Organise and lead a campaign or cause that we believe in
    7. Allow and encourage debate and opinion about our work, and be authentic and transparent
    8. Invest time and possibly money developing professional resources – eg video
    9. Be prepared to experiment, explore and be patient
    10. Invest some budget in advertising on a steady basis, monitoring results along the way

    All the above factors can increase your chances of success in social media marketing
    If you can’t offer any of these things, social media marketing is not for you

    Suitable social media (your value)

     Facebook – being available, leading a campaign, advertising, up for debate


     Twitter – resource/info sharing, discounts
     Blogs – regular unique content, controversial
     LinkedIn – business networking (knowledge sharing)
     YouTube – investment, advertising
     Forums – discounts, knowledge sharing

    Unsuitable social media (for your value)

     LinkedIn – discounts, entertaining, controversial


     Facebook – depth of engagement low
     Twitter – limited publishing possibilities
    Suitable social media (aims)

     Facebook – traffic driving, market research, buzz, keeping customers informed, awareness (with
    good mechanisms – eg tagging)
     Twitter – driving traffic, awareness, sales (incentivised), customer support
     Blogs – traffic (search), educate
     LinkedIn – competitor analysis (MR)
     YouTube – awareness
     Forums – research, customer support
     Wikis – internal comms

    Unsuitable social media (aims)

     All – direct sales (but changing + twitter, Pinterest)


     YouTube – keeping customers informed (people don’t check in go to YT every day, unlike Twitter
    and FB)
     Forums – less brand friendly

    Estimating our potential


     Do we have value to offer?
     Do we know where to find our audience?
     What are our aims and which social media suit them?
     How well do these three align?

    Good potential
    Audience is on Twitter, we have offers and resources, we want to drive traffic to our site

    Bad potential
    Audience is on YouTube, we don’t have resources to create video, our aim is to support customers
    GOOGLE
    AIMS + MEDIA
    AUDIENCE
    ENGAGE THEM
    ACHIEVE AIM
    (REPEAT)

    Marketing tactics: Facebook


     Partnerships with other relevant Facebook asset owners (groups and pages)
     When appropriate, post on Facebook walls where same audience connects (with subtlety)
     Promote via external channels (Twitter, website, email, offline) to existing audience
     Use Facebook Developer tools: like buttons, widgets, discussion, apps
     Advocates within audience
     Ask fans to suggest to others + viral calls-to-action.
     Advertising

    Facebook ads in a nutshell


     Terrible CTR (0.03% to 0.10%)
     Great targeting options
     CPC makes it manageable, but getting pricier
     ‘Good’ ads get rewarded (when you have a high CTR, Facebook rewards you by decreasing
    your CPC )
     Most useful way to drive traffic fans

    Marketing tactics: Twitter


    Other ways to find audience:
     Follow other users’ audiences
     Use lists (eg listorious.com)
     Search and use hashtags
     Share across all your output – print, emails, website.

    TOOLS TO MONITOR AND SPEED UP SUCCESS

    TOOLS TO MONITOR AND SPEED UP SUCCESS


    TOOLS TO MONITOR AND SPEED UP SUCCESS

    TOOLS TO MONITOR AND SPEED UP SUCCESS


    TOOLS TO MONITOR AND SPEED UP SUCCESS

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