Social Media 1,2, 3

Why is social media important?

To bring more traffic or eye balls to view your content

• Generate Leads

• Conversions

To make them a part of the conversation (what others say about them)

Campaign-Specific and Platform-Specific Social Media Marketing Objectives

Business Objectives

Marketing Objectives

Social Media Marketing Objectives

Capmaign-Specific Platform-Specific Objectives

AMEC

• Exposure - brand awareness

• Engagement - measure interaction

• Influence - change opinon

• Impact - effect on target audience

• Advocacy - suggest action

3 Cs

Customer

Company

Competitors

Why is it important to set goals

Your main strive, however goals can change

Situational Analysis

• 3Cs

• SWOT

• Eviornmental Scanning

• Listening

What is social media?

is’s about people having conversations online

Online media where users submit comments, photos, videos.

• Often accompanied with feedback process to identify popular topics.

• An online conversation among people about a subject of mutual interest.

• Connect with their friends and family

Social Media Planning is fluid and continuous

True

Social Media Four Important Aspects

1. Creating buzz, videos, tweets or blog entries that may become viral.

2. Building ways that enable fans of a brand to promote a message themselves.

3. Based around online conversations.

4. Part of a larger media ecosystem of owned, paid and earned media used in marketing.

What is Social Media Marketing? SMM

Uses social media portals to positively

• Influence consumers toward a website, company, brand, product, service, or a person.

• The end goal of social media marketing is a “conversion,” such as the purchase of a product, subscription to a newsletter, registration in an online community, or some other desirable consumer action.

7 myths of social marketing

• Social Media is Just a Fad

• Social Media is Just for the Young

• There is No Return in Social Media Marketing

• Social Media Marketing isn’t Right for This Business

• Social Media Marketing is New

• Social Media Marketing is Too Time-Consuming

• Social Media is Free

Paid Media

Traditional Media

Owned media

Digital Media

Earned Media

Word of Mouth

Outbound Marketing

What most of would consider “traditional” marketing, where a company reaches out to potential customers via strategies such as cold calling and advertising. Rather than waiting for you to find you through organic reach. Push marketing

• Cold emailing or spamming

• Cold Calling

• Direct mail

• Billboards

• Event sponsorships

• Tradeshow presentations

• Banner/display ads

Inbound Marketing

Takes a more organic approach, customer-centric approach to promoting a brand, given the customer’s interest.

It involves creating and sharing content that is designed to educate, inform, and entertain a target audience, with a goal of building trust and credibility with that audience over time.

Focused on attracting potential customers to a brand or product through valuable content and experiences, rather than interruptive ads.

Topical blogs

• Social media campaigns (Facebook, Pinterest, Youtube etc.)

• Ebooks

• Search Engine optimized (SEO) website text

• Viral videos

• Newsletters

• Web-based seminars (Webinars)

Digital marketing

Encompasses all kinds of online marketing efforts, including pay-per-click advertising (PPC), landing pages, other online promotional methods. It’s more focused on paid advertising, direct promotion, generate immediate sales or conversions.

Types of Media - Promotional mix elements

User generated content

Interruptive banner ads

Display ads

TV advertising

Super Bowl ads

Facebook fan page

Facebook comments/posts

Tiktok sponsored ads

Influencer marketing

Customer reviews – (e.g Amazon hair product)

Traditional Approach marketing

Controls content seen by audience

Domineering approach

Vertical Engagement: One-Directional

Social Media Approach

Emphasizes audience contribution

Discussion approach

Vertical Engagement: Two-Directional

Characteristics of a successful social media marketer

Stay on top of social media trends

Be prepared to think and act quickly.

Be comfortable with analytics.

Learn to write for social media.

Establish and maintain your social media presence.

In all you do, show yourself to be an effective user of social media.

Have a sense of humor, it helps!

Best practices for SMM

1. Begin with a strategy backed by a SMM plan.

2. Be honest and transparent in all your social media efforts.

3. Identify your target audience, and understand its media behavior before you begin.

4. Welcome participation and feedback from your audience.

5. Remember that what you know today may not be valid tomorrow. SMM changes with the speed of technology.

Advantages of SMM

• Lots of customers located in the same place (e.g.,

• Facebook ~1.1 billion active users)

• Relatively inexpensive compared to traditional forms of

• marketing (e.g., TV, radio, and print advertisements)

• Can easily obtain personal information about customers for targeting purposes (e.g., Facebook fans)

• Instantaneous

• Builds a sense of community

• Message can go viral

Disadvantages of SMM

• Negative message can go viral

• Marketing campaign can backfire(e.g., McDonald’s #McDStoriesTwitter campaign

• McDStories

• Difficult to measure the success

• of social media marketing!

Strategic Planning

The process of identifying objectives to accomplish, deciding how to accomplish those objectives with specific strategies and tactics, implementing the actions that make the plan come to life, and measuring how well the plan met the objectives.

The strategic Planning Process is three teired

Corporate Level

Strategic Business Unit level

Functional Level (Marketing Plan)

Marketing Plan

It is a written, formalized plan that details the product, pricing, distribution, and promotional strategies that will enable the brand to accomplish specific marketing objectives

The marketing plan outline:

• Set Marketing Objectives

• Perform the Situation Analysis: Assessment of Internal & External Environment, SWOT

• Develop Marketing Strategies:

  • Select Target Markets & Positioning

    • Product Strategies

      • Pricing Strategies

        • Promotional Strategies

          • Place Strategies

• Implement & Control Marketing Plan

  • Action Plans (for all marketing mix elements)

    • Responsibility

      • Time Line

        • Budget

          • Measurement & Control

What is a Social Media Marketing Plan?

Details an organization’s social media goals and the actions necessary to achieve the goals that are set at the Organizational level.

What is the 8 Parts in the SMM Planning Cycle?

• Social Listening

• Setting Goals

• Identifying the target audience

• Create an experience strategy

• Selecting tools, platforms, and channels

• Implementing

• Monitoring

• Tuning

What is Social Listening?

Identifies and collects information shared on social media sites, the information collected (Situation Analysis) is analyzed for insights to inform strategic marketing decisions.

•Social Media Audit

•SWOT ! (controllable forces vs uncontrollable forces)

•Social Media Environmental Scanning

What is Setting Goals?

Specifying the objectives of the campaign – increasing brand awareness, increasing customer satisfaction, driving word-of-mouth recommendations etc.

What is Identifying the target audience

Potential customers & advocates

What is creating an experience strategy?

Must be done on a case-by-case basis, “The 8 C’s of Strategy Development”

What is implementing

Installing well-defined tactics

What is Monitoring

monitoring is reactive

What is Tuning?

Improving elements of the plan

Listen and Observe: Five Stages

1) Listen to conversations about a brand or a company

2) Listen to what people say about competitors

3) Listen to what people say in general ( pop culture ) and aboyt the industry and category

4) Listen for the tone of the community

5) Listen to different social media channels

Primary Goals & Objectives

• Build brand awareness

• Build brand preference

• Driving leads or sales

• Increasing customer loyalty - Chobani

• Provide customer service

Secondary Goals & Objectives

• Driving word-of-mouth recommendations

• Producing new product ideas

• Crowd Funding

• Handling crisis-reputation management

• Integrating social media marketing with public relations and advertising

• Search Engine Optimization

Develop SMART objectives

Specific

Measurable

Actionable

Realistic

Time-lined

Key considerations when developing social media profile of a target audience:

• The target market will have to be defined in the brand’s marketing plan in terms of demographics, geographics, psychographics, behavioral and product usage characteristics.

• The target audience’s social profile will take this understanding of the market one step further.

• It will include the market’s social activities and styles

  • Their level of social media participation

  • The channels they utilize

  • The communities in which they are active

  • And, their behavior in social communities

  • How do they use social media?

  • How do they interact with the other brands?

  • Which devices they use to do so?

what is a social media persona

Fictional representations of your ideal customers.

Taking into account factors such as demographics, desires and pain points, personas paint a picture of the individuals you're trying to sell to. In other words, a profile of your perfect customer.

• Age

• Location

• Language

• Spending power and patterns

• Interests

• Challenges

• Stage of life

Key considerations when setting social media marketing strategies

• What are your overall goals?

• What was learned from listening?

• Who is your target market? Where does a company’s target audience hang out, and what do they do there? What will truly resonate with them, how can you engage with them, how can you build trust, how can you foster a sense of community, what type of content will they like and will choose to engage with?

• What best practices can be applied?

• Goals may change . . . be flexible

• How is the brand positioned?

• Is there another group of people who can persuade the target audience to follow them? What are the existing creative assets?

• How can we integrate with other branded media such as blogs, podcasts, videos being used by the organization?

• What type of content will be needed – educative, entertaining or informative based on your product fit & brand positioning?

• How can experience engagement be extended and shared throughout the social channels?

The Eight C’s Of Strategy Development For Campaign/Content Marketing

• Categorize

• Comprehend

• Converse

• Collaborate

• Contribute

• Connect

• Community

• Convert

Categorize

Social media platforms by target market relevancy

Comprehend

The rules of the road on the platform by listening and learning how to behave, successfully spark conversation, and engage and energize the participants

Converse

By acknowledging and responding to other users of the platform, always remembering to be a contributor, not a promoter

Collaberate

With other brands, platform members as a means of establishing a mutually beneficial relationship with other players.

Contribute

Content to build reputation and become a valued member, helping to improve the community. For example – Home Depot YouTube channel

Connect

With the influencers so that you can enlist them to help shape opinions about your product or service

Community

Participation (and creation) can elicit valuable consumer suggestions for improving products and innovative suggestions for new products or service, encourage customers/creators to become co-creators of content( creator’s economy!), campaigns - participatory campaigns, UGC

Convert

Strategy execution into desired outcomes such as brand building, increasing customer satisfaction, driving word-of-mouth recommendations, producing new product ideas, generating leads, handling crisis reputation management, integrating social media marketing with PR and advertising, and increasing search engine ranking and site traffic

What is an CTA?

• Call to action - you need to include into your campaign strategy given your goals by clearly defining what someone’s desired action would be

• There may be different for each aspect of a social media strategy

• Should flow naturally from your marketing goals

• Getting to the sale is the final step in a chain of actions

CTA in Brand Exposure

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Advocates

Typically unpaid, loyal customers who voluntarily promote a brand because they genuinely like its products or services

More authentic since their promotion is voluntary and unpaid.

Generally free for the company, as advocates promote the brand of their own accord.

Ambassadors

Usually hired or contracted by a company to represent and promote the brand.

Perceived as less authentic due to the formal relationship with the brand.

More control over their messaging and activities, often providing guidelines or specific campaigns

Micro-influencers

1,000 to 100,000 followers

Macro-influencers

100,000 to 1 million followers

Mega-influencers

Often have over 1 million followers

Celebrity influencers

Well-known public figures with large followings

Influencer Marketing

• Short-term, campaign-based relationships

• Focused on specific content or promotions

• Often paid per post or campaign

• May work with multiple brands simultaneously

• Typically has a large social media following

• Effectiveness measured by engagement metrics

Brand Ambassidor

• Long-term, ongoing relationships with a brand

• Represent the brand's overall image and values

• Often compensated with products, discounts, or retainers

• Usually exclusive to one brand in a given industry

• May have varying levels of social media influence

• Success measured by brand loyalty and long-term impact

Best Practices for Organic Viral Marketing Campaign Strategies

• Personalization & Timing

• Community Challenges

• Purpose-Driven Content

• Educational Value

• Experience Creation

Personalization & Timing

Strategy: Transform user data into shareable, personalized content at strategic moments. Example: Spotify Wrapped succeeds by creating personalized year-end stories from listening data, generating massive organic reach every December. Users eagerly anticipate and share their personal music stories, creating a cultural moment.

Community Challanges

Strategy: Design simple, participatory challenges that turn audiences into content creators. Examples:

KitKat's #HaveABreak Challenge encourages creative break-taking interpretations

Kraft Heinz's Mac & Cheese Challenge sparks culinary creativity with their product. Both campaigns succeed by making participation easy and fun while showcasing brand personality.

Purpose-Driven Content

Strategy: Build connections through shared values and social causes. Examples:

H&M's Conscious Collection campaign demonstrates commitment to sustainability in fashion

Ben & Jerry's Justice Remix campaign connects ice cream flavors with social advocacy. These campaigns resonate by aligning products with meaningful causes people care about.

Educational Value

Strategy: Create community through genuine learning opportunities. Examples:

TikTok's #LearnOnTikTok turns entertainment into valuable education

Chipotle's virtual cooking classes provide practical skills while building brand loyalty Both show how sharing knowledge can create deeper audience connections.

Experience Creation

Strategy: Focus on emotional connections and memorable moments. Examples:

Airbnb Experiences showcase authentic local activities, making travel personal

Coca-Cola's Real Magic Campaign celebrates human connection in challenging times These campaigns succeed by creating emotional resonance beyond product features.