Social Media Marketing Notes

Advantages

  • Reaching people all over the world.

  • Cheaper because you can focus on a specific group of people.

  • Easy to follow using things like click-through rates (CTR) and cost-per-click (CPC).

  • You can see how well it's working.

  • Helps keep customers coming back because you can talk to them directly.

Disadvantages

  • It's hard to keep track of everything because there are so many different places to look.

  • People can say bad things about you.

  • It takes a lot of time to watch what's happening.

  • Problems with keeping things private and safe, like stolen information or people being followed online.

  • You have to keep talking to customers all the time.

Content Marketing Strategy

  • Making and sharing interesting and useful stuff regularly to get the attention of the right people and get them to buy things.

Types of Content Marketing

  1. Authority Content: Always making and sharing helpful stuff to get people to notice you and trust you. For example, Wikipedia.

  2. Influencer Outreach: Working with people who have a lot of followers to reach more people and make your brand look good.

  3. Viral Content: Stuff that spreads very quickly and is seen by lots of people.

Aligning Social Media Platforms to Marketing Strategy

  1. Decide What You Want to Achieve: Get more people involved, find new workers, sell more stuff, or make more people know about your brand.

  2. Pick the Right Place:

    • Instagram: Good for young people and pictures.

    • Facebook: Good for almost any company because lots of different people use it.

    • WhatsApp: Good for talking to people one-on-one and sending pictures and videos.

    • YouTube: Good for showing ads in videos.

  3. Keep Track of How Well It's Working:

    • See if you're getting your money back (ROI).

    • Web Analytics: Watch who visits your website (who they are, where they're from, and how long they stay).

    • Conversion Tracking: Watch how many new sales, app downloads, or sign-ups you get.

    • CRM Tracking: Keep track of people who might buy things and people who are already customers using programs like Salesforce.

Types of Digital Marketing - Online

  • SEO (Search Engine Optimization):

    • Making your stuff show up higher on search engine results pages (SERP) without paying.

    • Uses words that people search for.

    • You can't pay to show up higher in these results.

    • If people can see you easily, more people will visit your site.

  • SEM (Search Engine Marketing):

    • Paying for ads to show up higher on search engine results pages.

  • PPC (Pay-Per-Click Advertising):

    • Paying each time someone clicks on your ad.

    • You can do this on places like Facebook and Twitter.

  • Influencer Marketing:

    • Working with people who have a lot of influence online.

Difference between SEM and SEO

SEM

SEO

Cost

Pay each time user clicks

Pay nothing

Visibility

Shown to select targeted audience

Shown to anyone

Results

Are immediate

Take time

Click through rate

Lower

Higher

Types of Digital Marketing - Offline

  • Electronic Billboard: Showing ads on screens.

  • Television Marketing/ Mobile Marketing (SMS Marketing): Using offline ways to reach people on their phones.

Social Media Platforms

  • Facebook- About 2.9 billion people use it every month (as of Apr 2023).

    • It's the biggest social media place.

    • You can control who sees your stuff.

    • Meta Pay: A way to pay for things on Facebook, Messenger, Instagram, and WhatsApp.

    • You can put ads in live videos.

  • YouTube- About 2.7 billion people use it.

    • People upload 500 hours of video every minute.

    • Features:

      • YouTube Chapters: Automatically divides videos into sections.

      • YouTube Shorts: Like TikTok, videos that are 60 seconds long.

      • YouTube Homepage Filtering: Lets you sort the videos you see on the YouTube homepage.

      • YouTube Channel Analytics: Shows you lots of details about how your channel is doing.

  • WhatsApp- A place to send messages instantly.

    • You can send messages for free and they are protected. It has lots of features.

    • You can make free voice and video calls, even to other countries. It also has a special version for businesses.

  • Instagram- A place to share photos and videos.

    • You can share all sorts of things: questions and answers, behind-the-scenes stuff, recommendations, giveaways, and new products.

    • Features: Stories, Reels, Shopping, and a place to find new things.

  • TikTok- It's easy to become famous quickly.

    • It has a special page called the "For You" page (FYP) that shows you things you might like.

    • It shows you things based on what's popular right now.

    • It has different kinds of ads:

    • In-Feed Ads

    • TopView

    • Branded Hashtag Challenge

    • Spark Ads

    • Branded Effect

Considerations in Social Media Marketing Campaign

  • Make more people know about your brand and reach your business goals.

  1. Who Uses the Platform: Pick the right social media place.

  2. How Much Money You Have: Have enough money to plan and do your social media.

    • You need to think about:

      • How much it costs to make stuff.

      • How much it costs to pay people to help you.

    • Types of Cost:

      • Making content.

      • Paying for ads on different social media places.

      • Getting people involved.

      • Software and tools.

      • Giveaways and contests.

  3. What Kind of Stuff You're Making: PESO Model: Paid, Earned, Shared, Owned Media:

    • Paid Media: Ads and sponsored stuff.

    • Earned Media: Getting talked about and shared.

    • Shared Media: Stuff that users make.

    • Owned Media: Your website, blog, and newsletter.

  4. How Easy It Is to Use: Make sure people can use your social media easily.

    • They should know how to use it the first time they see it.

    • They should be able to do what they want to do.

    • They should remember how to use it the next time they visit.

  5. When to Post: Plan when you're going to post things on different social media places.

    • Use a calendar to help you keep track of everything.

  6. Keeping Things Private: You need to be careful about collecting and using people's information.

    • There are laws about this, like EU GDPR, PDPA, PSGA, and the Cybersecurity Act.

Outline Development in Social Media Marketing

  1. Planning

  2. Writing Scripts

  3. Writing Storyboards

  4. Making Videos

Planning

  1. Planning Phase: Make sure your social media stuff matches what people want.

  2. Publishing Phase: Write stuff that people will be interested in.

    • Use a calendar to help you.

  3. Measuring Phase: See how well your stuff is doing and make it better using social media tools.

Script Writing

  1. Introduction: Use a short summary to get your point across.

  2. Subsections & Transitions: Make sure each part connects to the next so people will keep watching.

  3. Thorough Descriptions: Include lots of details in your script.

  4. Conversational Tone: Be friendly and funny, and talk to your audience in a way they understand.

Storyboard Writing

  • Step 1: Make a storyboard template

  • Step 2. Write the Script: Write down the scenario, lines, and dialogue for each scene.

  • Step 3. Sketch Out the Story: Draw each scene or use pictures.

  • Step 4. Add Notes: Add any extra information you need for each scene.

Video Creation

  • Step 1. Record: Most phones can record good quality videos.

  • Step 2: Edit

  • Step 3. Share: Give your video a catchy title, good captions, and popular hashtags to get more people to watch it.