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Social Media Marketing presentation

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Social Media Marketing presentation

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Presentation I made to fellows, students and professors at the Cornell University, Ithaca, New York. It is basically a beginner's manual for understanding Social Media Marketing, and how people/organizations can use it to develop their brands.

Presentation I made to fellows, students and professors at the Cornell University, Ithaca, New York. It is basically a beginner's manual for understanding Social Media Marketing, and how people/organizations can use it to develop their brands.

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Social Media Marketing presentation

  1. 1. Social Media Marketing A beginner’s manual
  2. 2. A Thisruption Communications Document
  3. 3. Why Go Digital?
  4. 4. According to the InternetWorldStats, there are 4.2 billion Internet Users in the world. 400 million of those are in Africa and 67 million are in the Phillipines Source: InternetWorldStats, June 2018
  5. 5. What this means is the moment you fully master Digital Marketing, you can potentially reach 4.2 billion people, including 400 million Africans and 67 million Filipinos.
  6. 6. Imagine the possibilities
  7. 7. What do you hope to achieve with this class?
  8. 8. The class should help you: Understand what Social Media Marketing is, and how it works Use Social Media to BRAND yourself and improve communications
  9. 9. What is Digital Marketing?
  10. 10. Digital Marketing is the marketing of products or services using digital channels. The key objective is to promote brands through various forms of digital media. Digital marketing refers to advertising delivered through digital channels such as websites, social media, search engines, email, and mobile apps.
  11. 11. Digital channels are numerous. The most popular ones are Email Marketing, Pay-Per- Click Advertising (PPC), Search Engine Optimization (SEO), Display Advertising, Social Media Marketing (SMM), Content Marketing, Affiliate Marketing, Online Public Relations, and Mobile Advertising. But for the purpose of this class, we will focus on Social Media Marketing What are the Digital Channels?
  12. 12. Social Media Marketing
  13. 13. Guess how many people use Social Media worldwide
  14. 14. What this means is, two in every 5 persons on earth has a Social Media account. It is one of the most powerful ways to reach and engage with your potential clients today. Because it’s almost universally used—by consumers and brands—social media is one of the most effective (and perhaps cost-effective) channels to connect with your audience. Over 3.1 billion
  15. 15. Again, imagine the possibilities
  16. 16. Social media marketing is the use of social media platforms to promote a brand, product or service It is the process of creating and sharing content that is tailored to the context of each individual social media platform, in order to drive user engagement and sharing.
  17. 17. Key Social Media terms
  18. 18. Content Content is whatever you are posting – from Facebook Status updates to tweets to Instagram Photos or YouTube videos, etc. It comes in many forms and tailoring it to the platform is very important. Context A great joke within a 2,000 word blog post will probably go mostly unseen. But take that same joke to Twitter and it may just go viral. Context includes the circumstances that form the settings for your post Hashtags Hashtags let you describe the topic of your content or mark them as part of current trends. They make your content easily discoverable and, thus, more likely to be shared. They can be used (and are clickable) on Twitter, Facebook, Instagram, etc. Share This is the currency of the social media world and getting plenty of it means you have arrived. When people engage and interact with your content, that’s good. But, when they share it, that is the time when you celebrate. Engagement While shares are a form of engagement, engagement doesn’t necessarily mean shares. Engagements are the interactions generated from the content you post/share on your platform. Social Media Strategy This is a plan of action designed to achieve a long-term or overall aim on social media. It involves all the studies done to create a plan that’ll ensure the success of a social media project
  19. 19. Creating an effective Social Media Strategy
  20. 20. The ideal customer life-cycle
  21. 21. Know your audience Find out who they are, where they are, and what they care about. Create content to satisfy those needs, find out how best to reach them, and then when they trust you, sell your product Creating content Because of the immediate 1 to 1 nature of Social Media marketing, your buyers expect your brand to behave like any other person on the platform. Your content needs to be relatable. Variety of content Nobody wants to come to a restaurant that only has one type of food. Without drifting too far from purpose, ensure your content is not boring and has variety. Power of Pictures Pictures appeal to emotions. They create intimacy - help humanize your brand and keep people engaged. You can use tools like canva.com to create images. You’re 40 times more likely to get your content shared. Videos Videos are the most consumed content on the Internet now. The world has gone visual. Videos go viral the most, so as much as you can, create, and share compelling videos
  22. 22. Business/service model, Budget (for ads and influencer marketing), etc. Other factors you should consider
  23. 23. There are hundreds of Social Media platforms in existence, but for the purpose of this class, we will focus on Twitter, Facebook, and Instagram Choosing the right Social Media platforms
  24. 24. Facebook is the most popular and populous SM platform in the world and has 177 million active users in Africa. The fact that most media forms can be posted there and people can share easily makes it a proficient business/networking tool. Apart from the standard Status updates, other marketable features of Facebook include: Pages, Groups, Live, Stories, Facebook Video, Facebook Advertising, Insights. Facebook
  25. 25. Facebook tips: Give the page a human touch: The goal is to communicate with fans as though you were talking to your friends. Once in a while, show human side through personal/familial posts. Content is still key, king: Ensure that content educates, entertains and empowers fans to keep them engaged and coming back for more. Diversify medium: Some fans might respond better to video than text, while others might be drawn to picture posts. To make sure you’re attracting the attention of your diverse group of fans, post content in a variety of ways. Ads: Sponsored posts, promoted pages, boosted posts, etc., are still the best engagement drivers, and page growth catalysts. They are also cheap on this platform. Insights: Whatever it is you’re doing, track. Insights will ensure you know how your posts perform when/where/in what context and help you decide what to do more and less of.
  26. 26. Instagram is the world's most powerful visual selling tool. With about 1 billion active monthly users the importance of the app cannot be overemphasized. It allows you add descriptions, locations and hashtags to pictures. User-generated photos with branded products, as well as Instagram's sponsored posts help to boost consumer reach, awareness, and, ultimately, lead to sales conversion. With other features like Stories, Live, IGTV, explore, it is even better Instagram
  27. 27. Instagram Tips: Use quality pictures/videos: Make an effort to ensure the quality of the content you share is top notch. Use hashtags: Create a custom hashtag and contribute to existing (industry related) hashtags/trends. You are bound to get more visibility. Connect Instagram with other social accounts: Connect to other accounts (e.g Twitter, Facebook, etc) and share photos on those networks simultaneously to increase reach. Interact with your followers: Follow, repost, comment on, and interact with other people's Instagrams. Advertise: Instagram’s promoted post feature is a dime. Use it to get more reach.
  28. 28. Twitter has become an optimal network for thought leadership growth and development. It has also become a space where both corporate and personal brands develop ongoing relationships with followers. Apart from the standard tweets, other marketable features of Twitter include: Hashtag Trends, Twitter live (periscope), Twitter advertising Twitter
  29. 29. Twitter tips: On Twitter, Engagement is key. It is a better success metric than sheer number of followers. How much of your content is being read? How much is being shared? The level of engagement that happens organically and that you cultivate is a good indicator as to whether or not your Twitter strategy is effective. Tweet interactive posts (that may or may not be about your brand). They could be trivia, puzzles, scenarios, etc. The essence is to be on your TA’s timelines. Influencer marketing: Take advantage of your network and solicit retweets. Beg or pay influencers to push your product/service. Create contests/start giveaways and reward followers. Use Twitter ads: Twitter has a native ad platform to grow followers, promote posts, etc. Use it. Spot trends: Everyday, there are conversations that trend. Find one that is relevant to your brand and jump on it. You are more likely to be seen doing this.
  30. 30. Practical Class
  31. 31. Login or create account Homepage Notifications Profile Edit profile (if not edited) Search bar Search and follow users Search keywords Search trends Join a (relevant) hashtag. Tweet 280 characters Mention people @ Add up to 4 images Tag up to 10 people Video - 2:20 min Polls, GIFs Interacting with others Retweet, Quote, Like, Reply Join a Thunderclap
  32. 32. One last thing … Patience + Consistency is key
  33. 33. Thank you www.thisruption.com || c@thisruption.com || @Chydee

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