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    Social Media Marketing

    Uploaded by

    Kristine Grace
    This document provides an overview of social media marketing. It defines social media as digital tools that facilitate online conversations. It discusses different types of social media like social networks, microblogs, and media sharing sites. It also covers social commerce, crowd sourcing, owned earned and paid media. The document discusses how to create and leverage social media campaigns by setting objectives, implementing a listening system and using social media monitoring. It covers types of social media metrics like engagement, awareness and conversion. Finally, it discusses developing a social media plan with six stages - listening, setting objectives, defining strategies, identifying audiences, selecting tools, and implementing and monitoring the strategy.

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    Download as PDF, TXT or read online from Scribd

    Social Media Marketing

    Uploaded by

    Kristine Grace
    44 views24 pages
    This document provides an overview of social media marketing. It defines social media as digital tools that facilitate online conversations. It discusses different types of social media like social networks, microblogs, and media sharing sites. It also covers social commerce, crowd sourcing, owned earned and paid media. The document discusses how to create and leverage social media campaigns by setting objectives, implementing a listening system and using social media monitoring. It covers types of social media metrics like engagement, awareness and conversion. Finally, it discusses developing a social media plan with six stages - listening, setting objectives, defining strategies, identifying audiences, selecting tools, and implementing and monitoring the strategy.

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    This document provides an overview of social media marketing. It defines social media as digital tools that facilitate online conversations. It discusses different types of social media like social networks, microblogs, and media sharing sites. It also covers social commerce, crowd sourcing, owned earned and paid media. The document discusses how to create and leverage social media campaigns by setting objectives, implementing a listening system and using social media monitoring. It covers types of social media metrics like engagement, awareness and conversion. Finally, it discusses developing a social media plan with six stages - listening, setting objectives, defining strategies, identifying audiences, selecting tools, and implementing and monitoring the strategy.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    44 views24 pages

    Social Media Marketing

    Uploaded by

    Kristine Grace
    This document provides an overview of social media marketing. It defines social media as digital tools that facilitate online conversations. It discusses different types of social media like social networks, microblogs, and media sharing sites. It also covers social commerce, crowd sourcing, owned earned and paid media. The document discusses how to create and leverage social media campaigns by setting objectives, implementing a listening system and using social media monitoring. It covers types of social media metrics like engagement, awareness and conversion. Finally, it discusses developing a social media plan with six stages - listening, setting objectives, defining strategies, identifying audiences, selecting tools, and implementing and monitoring the strategy.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 24

    SOCIAL

    MEDIA
    MARKETING
    MODULE 13
    What are social media?

    A Commonly thought of as digital technology.

    Offer a way for marketers to communicate one on


    B one with the consumers and measure the weight of
    those interactions.
    Social network
    Microblogs
    Media sharing sites

    Social media - any tool or services that uses


    the internet to facilitate conversation.
    Social commerce - subset of e commerce that
    involves the interaction and user contribution of
    social online media to assist online buying and
    selling products or service.

    Crowd sourcing - using consumers to develop


    and market products.
    Creating and Leveraging a
    Social Media Campaign
    Owned Media - set of communication channels/outlets
    that an entity (organization/individual) has complete
    control over.
    Earned Media - is publicity or exposure gained from
    methods other than paid advertising.
    Paid Media - refers to external marketing efforts that
    involve a paid placement.
    1. Implement an effective listening system.
    2. Develop a list of objectives that reflects how
    social media dynamically communicate with
    customers and build relationship.

    Social Media Monitoring - The use of tools to listen


    to millions of conversations on the web to
    determine what is being said about a particular
    brand, issues, people or product, and to discover
    opportunities.
    Social Media Metrics — are measurable data
    points that are used to assess the performance
    and effectiveness of social media marketing
    efforts.
    Types of Social Media
    Metrics
    Engagement
    — Likes, Comments, Share, Retweets, CTR
    Awareness
    — Impression & Reach
    Conversion
    — Conversion Rate: metric that measures the
    percentage of users who take a desired action on a
    website or landing page.
    — Click-Through Rate: the percentage of
    users who click on the call-to-action link you
    have in your social media post
    — Bounce Rate: the percentage of page
    visitors who click in your social media post
    but then leave the landing page without
    taking an action.
    Social Media KPIs — are specific, measurable goals
    or targets that a business sets for its social media
    marketing activities.

    How to measure and evaluate the benefits of social


    media?

    Choose the right social media metrics and key


    performance indicators (KPIs)
    Social Behaviour of
    Consumers
    To effectively leverage social media,
    marketers must understand who uses social
    media and how they use it. If a brand's
    target market does not use social media
    campaign might not be useful.
    A new category is emerging called
    There are six categories of "conversationalist," who post status
    social media users: updates on social networking sites or
    1. Creators microblogs.
    2. Critics Common Social behaviors of
    3. Collectors consumers:
    4. Joiners Conformity
    5. Spectators Social proof
    6. In active Word of mouth
    Group influence
    Brand loyalty
    Social Media Tools: Consumer and
    Corporate Generated Content
    A marketer has many tools to implement a social media campaign.
    However, new tools emerge daily so these resources will change
    rapidly. Some of the strongest social media platform are blogs,
    microblogs, social networks, media creation and sharing sites, social
    news sites, location-based social networking sites, and virtual world
    and online gaming.
    Blog a publicly web page that functions as an interactive journal,
    whereby readers can post comments of the author’s entries.
    - regularly updated websites that provide insight into a certain topic
    Example: Microsoft work and life
    Types of Blogs
    Corporate blogs
    - blogs that are sponsored by a company or one of its brands
    and maintained by one or more of the company’s employees
    Noncorporate blogs
    - an independent blog that are not associated with the
    marketing efforts of any particular company or brands
    Microblogs
    - blogs with strict post length limits
    Social networking sites
    - websites that allow individuals to connect or network with
    friends, peer, and business associates.
    Media sharing sites
    - websites that allow users to upload and distribute
    multimedia content like videos and photos.
    Example: Social networking sites and Media sharing sites
    Social news sites
    - websites that allow users to decide which content is promotes
    on given website by voting that content up or down.

    Example: Reddit
    Location-based social networking sites
    - websites that combine the fun social networking
    with the utility of location-based GPS technology.

    Example: Grindr
    Review sites
    - websites that allow consumers to post, read, rate, and
    comment on opinions regarding all kinds of products and
    services.

    Example: Amazon
    SOCIAL MEDIA and MOBILE
    TECHNOLOGY
    Mobile platform are standardized
    Fewer consumers are concerned about privacy and
    pricing policies
    Advertising can be done in real time
    Mobile marketing is measurable
    In store notification technology such as Apple's iBeacon
    can send promotional messages based on real-time
    interactions with costumers
    There is a higher response rate than with traditional
    advertising
    THE SOCIAL MEDIA PLAN
    A social media plan helps a business in determining its target
    audience, the social networks to join, and the type of content to create
    and publish. It is a key part of your overall marketing plan. Choosing a
    standard for measuring the success of your social marketing efforts.
    Your social media strategy is your overall plan for creating, posting, and
    engaging with social media content. It includes your social content
    guidelines, social media marketing campaigns, creative strategies, and
    communication strategy, all of which promote your business as well as
    your brand.
    Six Stages in Creating an Effective Social Media
    Plan
    Listening
    Setting social media objectives
    Defining strategies
    Identifying the target audience
    Selecting the appropriate tools and platforms
    Implementing and monitoring the strategy
    Thank you
    for Listening!

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