SOCIAL MEDIA

TRAINING & WORKSHOP

THE TRADITIONAL MARKETING CHANNEL
The less consumption of
traditional marketing
channel
But does it solve thetraditional
channel problems?
Sodoes marketing haschanged? Have we learn
the shifting in our customer behavior?
Welcome to Digital Era
INTRODUCTION
WHAT IS SOCIAL MEDIA?
• Social media refers to websites and applications that are designed to
allow people to share content quickly, efficiently, and in real-time.
• Online two-way form of sharing information, ideas, etc.
• Free and easy interaction for both parties
• Prevelance of younger generations
REAL DEFINITION
WHY USE SOCIAL MEDIA?
• The ability to share photos, opinions, events, etc in real-time
has transformed the way we live and, also, the way we do
business
• Being on social media, let audience keeping up with the new
trends & information
• Offer many advantages to the business, marketing industry
has shown that social media enables businesses to get
exposure, traffic, and gain market insights.
Digital become the
emerging channel
Well, if the consumer haschanged
WE HAVE TO CHANGE TOO
Technology create these
emerging channel that
consumer is likely used
KEY PRINCIPLES
üSocial media is about conversations, community, connecting with the
audience and building relationships.
üAuthenticity, honesty and open dialogue are key.
üSocial media not only allows you to hear what people say about you,
but enables you to respond.
üListen first, speak second.
üBe compelling, useful, relevant and engaging.
üDon’t be afraid to try new things, but think through your efforts before
kicking them off.
SOCIAL MEDIA CATEGORIES

• Social networks—Connect with people

• Media sharing networks—Share photos, videos, and other media
• Discussion forums—Share news and ideas
• Bookmarking and content curation networks—Discover, save, and share
new content
• Consumer review networks—Find and review businesses
• Blogging and publishing networks—Publish content online
• Interest-based networks—Share interests and hobbies
• Social shopping networks—Shop online
• Sharing economy networks—Trade goods and services
• Anonymous social networks—Communicate anonymously
SOCIAL MEDIA
MARKETING
Opportunity
Opportunity
 LISTEN
ENGAGE
It’s an opportunity to INSPIRE
BUILD
MOBILIZE
 LISTEN ANALYZE ENGAGE

Listening at every Identifying the right Moving beyond the

level to inform the time to talk ‘Like’ to the Love
global invoice
Social Media is a way to expand social marketing to the internet.

A way of ”virtual talking” to the target audience

Ways to influence your target audience

Target an audience with most potential for action

SOCIAL MEDIA MARKETING
• Social media marketing, or SMM, is a form of internet marketing that
involves creating and sharing content on social media networks in order
to achieve your marketing and branding goals.
• Social media marketing includes activities like posting text and image
updates, videos, and and other content that drives audience
engagement, as well as paid social media advertising.
 CREATE AN EFFECTIVE SOCIAL MEDIA STRATEGY

Create a content bank

1 Define Target Audience 5 Blog Posts, Videos, Pictures, Infographics & Quick Tips
Age, Gender, Location, Income and Education

2 Research Buyer Persona

Customer demographics, behavior patterns, 6 Engage and Build Relationships
motivations, and goals

3 Research Influencers
Find the right influencers that match with 7 Maintain a Consistent Content Publishing Cycle
your brand concept

4 Identify Social Media Platforms used by Invest on Getting More Social Followers; Share
8 Expert’s Content
Buyer Persona
Get to know all social media platforms and
tailor to buyer persona
Multiple digital channels may create customer confusion

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Business Communications in Social Media
 All channels should speak the same language

Consistent marketingmessage

Cross-channel
Campaign
The customer journey is highly complex, never linear and rarely through one
channel

Discove Learn the

r Learnthe
Product Product
Product customer
through through
care
website Vlog

Discovery Consideration Purchase Usage

Learn the
product Direct Cross
Search for through Purchase at selling
Product blog Offline
Informatio store
n
SOCIAL MEDIA
PLATFORMS
SOCIAL MEDIA USAGE FUNNEL
(Jakpat, 2019)
SOCIAL MEDIA PLATFORM VALUES

DIFFERENT PLATFORM -> DIFFERENT

USAGE

1. Youtube – Watching Videos

2. Instagram – Upload Instagram
Stories
3. Facebook – Giving Like & Share
information
4. Twitter – Update News
SOCIAL MEDIA CHANNELS EXPLAINED
Facebook
I Like Boba Tea

Twitter
I’m drinking
#TigerSugar

Pinterest
Here’s a DIY of Boba
Tea

Instagram
Here’s a photo of
Tiger Sugar

Youtube
Video review & the
viral Tiger Sugar
Facebook
Quick Facts: Best Practices:
• More than 2 billion monthly active • Run Facebook ads
users • Build a thriving facebook
• FB make it more difficult to have community / group
an organic reach for brand • Post content that sparks
• Great for Targeting a defined meaningful engagement
audience
Twitter
Quick Facts:
• 307 million monthly active users
• Great for:
• 1:1 engagement
• Customer service
• Social Listening
• Brand Conversations
• B2B Businesses
Best Practices:
• Monitor hashtags, trends, brand
mentions
• Updated the latest news
• Share valuable, informative news
+ resources
Instagram
Quick Facts:
• More than 800 million active users
• 68% of users are Females
• 80% of users follow at least one
business
• Focus on visuals
• Great for:
• Engaging with your audience
• “Humanizing” your brand
Best Practices:
• Tell a story
• Share high quality &
”instagramable” content of
photos & videos
• Use Instagram stories in a
meaningful, strategic way
• Run Instagram ads
• Use related hashtags to increase
post visibility
LinkedIn
Quick Facts: Best Practices:
• More than 500 million active users • Share business-related articles +
• 74% B2B decision makers use resources
LinkedIn to help make purchasing • Find +connect with people
decisions • Publish original content
• Great for: • Direct & targeted approach
• B2B businesses
• Showcase your expertise
• Finding + building relationships with
prospects
Youtube
Quick Facts:
• More than 1.5 billion monthly
active users
• 5.01 billion videos watched
everyday
• Considered 2nd largest search
engine
• By 2020, online videos will make
up >80% of all internet traffic
• Longer videos significantly
outperform shorter videos
Best Practices:
• Post videos consistently
• Video series
• Explainer videos/tutorials
• Product demonstrations
• Interviews
• Include CTAs
• Brand your channel
• Cross-promote videos
• YouTube Live
CONTENT
STRATEGY
 BUILD YOUR CONTENT STRATEGY
ü Share content that’s designed to educate, entertain, and engage
your target audience
ü Boost engagement through content that can attract audience
attention
ü Establish content themes / categories
ü Related to campaign around special events

30% OWNED CONTENT 60% CURATED CONTENT 10% PROMOTIONAL CONTENT

THE IMPORTANCE OF CONTENT PILLAR
Content pillar : a substantive and informative piece of content on a specific topic
or theme that can be broken into many derivative sections, pieces, and materials.
CURRENT ON TREND: VIDEO CONTENT
INCREASE VIDEO AD SPENDING
EXPOSURE.
EXPOSURE.
EXPOSURE
Help to drive reach & engagement through
USER GENERATED CONTENT (UGC)

any form of content, such as images, videos, text and audio, that have
been posted by users on online platforms such as social media and
wikis.
BEST TIME TO POST
How to help you to make a plan for
your social media marketing?
A solid social media content calendar allows plenty of time to fill space
with relevant content that is valuable to your audience rather than
posting on the fly.
INFLUENCER
MARKETING
SOCIAL MEDIA INFLUENCER

• Influencer marketing is a form of collaboration. A business

collaborates with an influential person to promote something.
It could be a product, service, or campaign.
• Celebrity endorsements were the original form of influencer
marketing.

A social media influencer is someone who wields that influence

through social media.
HOW TO FIND THE RIGHT INFLUENCER?
1. Consider the three Rs of influence:
• Relevance, Reach, Resonance
2. Know who you’re trying to influence:
• create a matching set of influencer personas
3. Look for engagement and trust with the right audience :
• Your audience must trust and respect the opinion of the influencers you partner
with
4. Go for a consistent look, feel, tone, and values:
• The tone must also be appropriate for the way you want to present your brand
5. Keep an eye out for sponsorship saturation:
• How often are they sharing sponsored content?
6. Research and learn:
• Get to knows what their channels are about and who their audience is.
7. Plan your budget
8. Reach out privately, and personally
Do You Know what brand
campaign is this?
#PASTIADAJALAN
ORGANIC or PAID?
 AND, THEN..
It shows that influencer marketing not
always only have to be “hard-sell”.
Smarter way to grab attention from
audience
SOCIAL MEDIA BEST PRACTICES
Create Social Media Marketing Plan that drives awareness - Converge Digital, Social Media and Communities
Strategy

• Be clear, consistent and transparent – Manage the tone across each channel
• Use personalized videos and photos
Communication / • Create message/copywrite that suit to target market
Messaging

• Top Performing Channels : Facebook, Instagram, Youtube, Linkedin, etc

Identify
Channels

• Who/what do we want to reach, what do they want to hear?

• How can we talk to them
Targeting • Regions, behavior and lifestyle
 Continued..

• Measure Impact - Community growth (followers, following), Blog/website (page views), Engagement (likes,reposts)
Tactics *

• Create specific timeline and execute the plan

Execution

+ Aberdeen Social Media Industry Report 2012

H O W T O M E A S U R E?
SOCIAL MEDIA ANALYTICS

Use in-app analytics to track audience engagement

Key Metrics:
• Reach – Impressions
• Likes – Reactions
• Shares – Retweets – Reposts
• Mentions
• Comments
• Link Clicks
• Followers
QUESTIONS?
WORKSHOP
GLOSSIER

• This is exemplified on Glossier’s Instagram, where posts feel

humanistic and down-to-earth.
• Their approach to content makes it feel more like users are following
a friend rather than a brand; with frequent memes, and customer
messages.
• Glossier’s products, with millennial pink packaging, are designed to
be shared on Instagram.
• This strategic decision made it easier to tap into the platform’s
community of beauty enthusiasts, turning them into brand
ambassadors.
• Glossier frequently reposts user-generated content, giving fans
more incentive to share and driving overall community engagement.
Acquired 2,356 comments
 ü A very humanity brand
ü Related to our daily
ü Inspirational / tips sharing
ü two-way communication content
ü Soft selling
ü Create emotional feeling
ü Kind of “hard-sell”
ü Daily style Inspirations
ü Consistent theme / mood&tone
ü Focused on visual (eye-catchy)
WORKSHOP
TEST
DIY Effective Social Media Strategy
for your own business
1. Pick your own business
2. Create Social Media Marketing Plan that drives awareness
3. What’s your communication strategy?
4. Select 2 social media channel that you want to focus
5. Define target audience & persona for each media channel
6. What is your content strategy to drive engagement? Provide 2 examples (include
visual & copywrite & hashtag)
7. Measuring the impact, what do you want to focus, awareness or sales? And how
the way you drive the audience?

GOODLUCK!
CASE STUDY
(TEAMWORK)
Target Customer
• Name : Ellisa
• Year : 27 y.o, single and tech savvy
• Work in a famous company in Sudirman, she is
very smart and has a great time management.
She work from 9 AM to 6 PM
• She likes to socialize with friends. During break
and after office hour, she goes with her friends to
fancy places or shopping center near office to
chill or watch movie
• After arriving at home, she likes to play her social
media, commented on her friend’s post and
scrolling some update.
• Connected on Whatsapp, Instagram, Youtube,
Linkedin, Twitter, Snapchat.
Seller • Name: Darren
• 31 years old and tech savvy
• He is selling local fancy and expensive watch for
women
• He has offline store located in Bintaro. Their
customers are from Bintaro, people who live in
Bintaro already aware and give good review about
the watch. He found his sales stagnant and need to
grab new market.
• Now he realized that his opportunity is very big
outhere but don’t how to attract them to buy his
product
Questions
• 1. Create strategy plan to reach Elissa and friends
• 2. If you have an unlimited marketing budget, Which social Media Channel that you
Use and why?
• 3. If you have only limited budget marketing not more that 2 channels, which social
media channel that you use and why?
• 4. What social media strategy will you use to drive Ellisa engage to the brand &
purchase the product?