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Social Media Marketing 2022
Social Media Marketing 2022
Definition
• Social media marketing is a form of digital marketing that leverages
the power of popular social media networks to achieve marketing and
branding goals.
• Maintaining and optimizing your profiles.
• Posting pictures, videos, stories, and live videos that represent your
brand and attract a relevant audience.
• Responding to comments, shares, and likes and monitoring your
reputation.
• Following and engaging with followers, customers, and influencers to
build a community around your brand.
Benefits of social media
• enables you to turn your business into an active participant in your market. Your
profile, posts, and interactions with users form an approachable persona that
your audience can familiarize and connect with, and come to trust.
• Drive traffic to website for conversion
• generate leads and conversions directly on these platforms, through features like
Instagram/Facebook shops, direct messaging, call to action buttons on profiles,
and appointment booking capabilities.
• visual nature of social media platforms allows you to build your visual identity
across vast audiences and improve brand awareness.
• Build relationships
• SEO
• Audience insights
Social media strategy
• Knowledge of your audience: What platforms they use, when they go on them
and why, what content they like, who else they’re following, and more.
• Brand identity: What is the message you want to convey to your audience? How
do you want them to feel when viewing your content?
• Content strategy: a structured content strategy -consistent voice and produce
quality content regularly.
• Analytics: Quantifiable insights will inform your strategy, including who you’re
reaching, the right content to share, the best times to post, and more.
• Regular activity: Social media is a real-time platform. - post regularly, stay on top
of engagements with your business, engage back, keep up with trends, and
maintain accurate profiles.
• Inbound approach
Social media strategy
• Refers to the step by step methodological aaproach to achieve a
certain objective using social media
• Main objectives :
- Customer engagement
- brand building
- lead generation and conversions
- Other objectives incl new product development, recruitment,
customer voice, seo
How to build a successful strategy
Look at brand specific trends. Look at market trends and overall industry
activity.
Derive insights from social media posts. Derive insights from social media posts, images,
blog posts and comments, search trends, organic
search and customer bios, and profiles.
Examine only online content. Examine online content and also offline behavior
through various studies and experiments.
• Examples of Listening
1. Paytm Karo
Mobile wallet
The Listening Exercise
The lead marketing agency, McCann Worldgroup conducted
a listening activity and found out that for the Tier 1 and Tier
2 city customers, the world of online payments was
becoming a bewildering web.
Strategy
• The company wanted its customers to accept PayTM cash
as an alternative and better form of currency.
Results
Result
Kissan ketchup consumption grew by over 2.5 times.
It outscored market leaders like Maggi in 'naturalness' and 'made from best
quality tomatoes.'
Courtesy: Copyright World Advertising Research Center (WARC), used with permission
Tools to Listen
• Google Alerts
• Google Trends
• Twitter Search
• Social Mention
When someone pre-orders the phone. When someone goes through the
brochure or subscribes for an alert
when the phone is ready for sale.
Economic value per lead generated from social media
Value per lead generated can be calculated separately for each platform
Effective means to create content
• Share Positive Statistics and News
• Share and Repurpose User-Generated Content- include guest posts, images, videos, online
reviews, or even testimonials.
• Use influencer marketing
• Campaign for social causes
• Personalize your content
• Create your posts to help your audience not promote your content
• Offer freebies
• post social proof
• Design your content wall well
• interact with your audience
• Use how to videos
• Create audience polls