Ch 9- Social Media Marketing

Social Media Marketing (SMM)

use of social media platforms and websites to promote a product or service, share information to build a company's brand, increase sales, and drive website traffic

how many social media platforms are on average used

5-7 platforms

social media networks

Used by both consumers and businesspeople

Two-way communication

total population

8.08 billion

mobile users

5.61 billion

social media users

5.04 (62.3%)

top 4 main reasons to use internet

1. finding information

2. staying in touch with friends and family

3. watching videos, tv shows, movies

4. keeping up with news and events

what gender researches brands more

females in all age categories

top 5 most used social platforms

1. facebook

2. youtube

3. whatsapp

4. instagram

5. tiktok

monthly active facebook users

3.05 billion

how many internet users log into facebook every single day?

40% of internet users

who had the most popular instagram account after instagram's own page?

christiano ronaldo, followed by lionel messi and selena gomez

what is instagrams most used hashtag

#LOVE

what is the most used emoji on X

laughing face

POST Methodology

People

Objectives

Strategy

Technology

people

assess your customer's social activities

objectives

decide what you want to accomplish

strategy

plan for how relationships with customers will change

technology

decide which social technologies to use

people first method

- Don't put too much focus on business goals instead of customer goals

- Simply move digital strategy to social media, pushing messages

5 Cs of Customer Motivation

consume, connect, control, compete, create

consume

make exciting, shareable content

connect

offer ways to connect with the brand and other social media followers, create campaigns, share offers

control

give users control of the space, solicit feedback

compete

offer competitors and showcase winners. giveaways on social media

create

give social media users the ability to create content, and brands have content creation

the brand should provide value for customers by

satisfying their needs to create, connect, control, and compete

social media objectives cycle

Generate awareness

Strengthen relationships and community

SEO

Customer support and reputation management

Research

Increase employee productivity

identify..

objectives and you KPIs

what are KPIs based on

objective

earned media

word of mouth

share, likes, mentions, tweets, reposts, reviews, recommendations

owned media

website, mobile site, blog site, social media channels

paid media

pay per click, display ads, retargeting, paid influencers, paid content, promotion, social media ads

types of media

earned

owned

paid

successful influencer marketing tips: B2B/B2C

know your audience

be authentic

set clear goals

identify success metrics

follow FTC guidelines

types of influencers

nano

micro

power or mid-tier

mega

celebrities

nano influencer

between 1,000-5,000 followers

micro influencer

between 5,000-20,000 followers

power or mid-tier influencers

between 20,000-100,000 followers

mega influencer

between 100,000-1 million followers

celebrities

more than 1 million followers

SMM Important For Non-Profits

-Participate in Relevant Conversations

-Build Community

-Build Engagement by Sharing Successes

benefits of social business

•People 3x More Likely to Trust Employees Than Execs

•Employee-Generated Content 8x More Effective Than Branded Content

•Employee Advocacy Leads to Visibility, Traffic, Recognition, Loyalty

•Socially Engaged Businesses Get More Sales Leads; Recruit and Retain More Top Talent

•Employee Follower Networks 10x Larger than Brand's

•Salespeople Who Share Engaging Content 45% More Likely to Exceed Sales Goals

using AI for social media

have ChatGPT do:

captions, search for #, write ad copys, newsletters, taglines and blogs, video script

SMM strategy process

listen

communicate

engage

collaborate

the marketer must listen before..

speaking

understand the customer

on platform use and social media behavior

SMM is what communication

2-way communication

what is good marketer communication

- interactive

- on the platforms used by the target audience

- using language they use

- open, transparent and authentic

- build and maintain trust

engagement is hard to define, and therefore

hard to measure accurately

building community

- takes time, effort, and resources

- repayment is a loyal group of followers

- "hogs"

The "Hogs"

Harley Owners Group

- vibrant community that predates the internet

social media algorithms

relationship

engagement

time

content type

relationship

- direct relationship

- indirect relationship

- relationship strength

time

- time since post

- time of day

content type

- videos

- photos

- links

- text

- news

engagement

- likes/reactions

- comments

- shares

- lengths and depth of engagement

why make a social media calendar?

to ensure fresh and timely content for algorithm optimization

Use UTM parameters for tracking

customizable and allow marketers to track clicks and traffic from a specific post or campaign

parameters are separated by

"&" symbols and begin after the "?"

google analytics require the first 3 UTM parameters

source, medium, campaign

campaign source

the social network, search engine, newsletter name, or other specific source driving the traffic

campaign medium

tracks the type of channel driving the traffic: organic social, paid social, email, and so on

campaign name

name to track efforts. can be the product name, a contest name, a code to identify a specific sale or promotion, an influencer ID, or a tagline

campaign term

use this UTM tag to track paid keywords or key phrases

campaign content

allows you to track different ads within a campaign

list of different UTM parameters for tracking

campaign source

campaign medium

campaign name

campaign term

campaign content

not always easy to win acceptance

- not easy to demonstrate ROI

- skepticism of management

- demonstrate ROI

- small business owners say no time

build a successful SMM team

- clear roles are necessary even though some can be part-time

communications on social media

- seen as better leaders

- brand trust

- social media as PR