This document provides an overview of social media marketing. It defines social media as online platforms that enable interactive communication. The document outlines different social media tools and why businesses should utilize social media given its growing popularity and influence. It then discusses how to start a social media strategy, including developing a plan, producing engaging content, and measuring performance. A case study on a social media campaign in Iligan City is also presented, along with answers to common social media questions.
3. Topic Outline
What is Social Media?
◦ Definition
◦ Different social media tools
Why should you care about social media?
How do you start?
Case Study: #ExperienceIligan
Common Questions
5. Social Media is the “media for
social interaction, using highly
accessible and scalable
communication techniques. Social
media is the use of web-based
and mobile technologies to turn
communication into interactive
dialogue.”
~Wikipedia
6. Social Media are the platforms
that enable the interactive web by
engaging users to participate in,
comment on and create content
as means of communicating with
their social graph, other users
and the public.
~Heidi Cohen
Riverside Marketing Strategies
7. What is SOCIAL MEDIA?
Simply put:
Social Media
is people having
conversations online.
8. Social Media Tools
Blogs
Microblogs
Video and photo sharing sites
Online chat
Social networks
Social games
Virtual worlds
Livecast
Wikis
Etc, etc, etc…
16. More than 1 billion unique
users visit YouTube each month
Over 6 billion
hours of video are
watched each month
100 hours of video
are uploaded to
YouTube every
minuteSource: YouTube
YouTube
22. In the Philippines…
33,600,000 Internet users as of
Dec/11, 32.4% penetration, per Nielsen
29,890,900 Facebook users on Dec
31/12, 28.8% penetration
The internet audience in the Philippines is
the fastest-growing in the Southeast Asia
region, growing by 22% since March
2012.
Source: Internet World Stats
23. What are Filipinos doing online?
Source: 2013 Southeast Asia Digital Future in Focus
24. What are Filipinos doing online?
Source: 2013 Southeast Asia Digital Future in Focus
25.
26. Social Media is not a fad.
It’s a fundamental shift in
the way we communicate.
29. Communication
Should be: And not:
Transparent
Inclusive
Authentic
Vibrant
Consumer-driven
Controlled
Organized
Exclusive
Product-driven
30. Only 14% of people trust
advertisements
78% of people trust the
recommendations of other
consumers.
Source: Nielsen Global Trust in Advertising Survey, 2007
32. Millennials/Gen Y-ers outnumber the Baby
Boomers.
The purchasing power of millennials is
estimated to be $170 billion per year.
Source: https://medium.com/how-to-succeed/c76fb1231fbb
33. Millennials spend > 16 hours per week
online.
96% of them joined a social network.
They have an average of 220 online
friends.
38. Social Media Success Wheel
Source: Leigh Kostiainen, Advanced Fan Page Solutions
39. 1. People
Who is your ideal client? Who really buys
your products?
Demographic
Geographic
Psychographic
Technographic
Behavioral
40. 2. Purpose
Know why you are using social media.
◦ Build your mailing list
◦ Drive traffic to your website
◦ Position yourself or your business as the
leader in your niche industry
What concrete results do you expect?
◦ increase traffic to the site by x%
42. 4. Plan
What is the right mix of channels for your
campaign?
◦ Pin down your campaign objective
◦ Identify the roles of social media to achieve
that objective
◦ Choose the best channels for that role.
43. Sample Campaign
Campaign Objective: Remind
Consumers to Buy / Ongoing Promos
Roles of Social Media: Location-
Based Marketing, Frequent Updates
Best Channels:
•Foursquare (Tips)
•Twitter (Hourly Updates)
44. Sample Campaign
Campaign Objective: Massive
Awareness
Role of Social Media: Launch a Viral
Campaign
Best Channels:
•Facebook (Promo)
•Blogs
•Twitter (Hashtag Campaign)
45. 5. Policy
Clearly establish the rules for using
social media in your business.
◦ How can your brand be used?
◦ Who can use your brand?
◦ How are people allowed
to use social media
on company time?
46. 6. Produce Content
Content is the complete key to social
media success.
◦ Articles or blog posts
◦ Videos
◦ Images
◦ Links
◦ Games
◦ Audio
47. Content is King…
Starts a conversation
Creates links, interactions, PageRank, and
EdgeRank
Compels people to
share, which leads
to more visibility
48. Tips in Creating Content
Create quality, shareable, findable content.
Know your audience.
Understand that content isn’t just a bunch of
words.
Place a very strong emphasis on style and
voice.
Make use of your expertise.
Provoke emotions.
Ask for content.
50. Basic Measurements
Number of Followers /
Fans / Likes / Subscribers
Number of Comments
Number of Shares
Number of Retweets / Reblogs
Number of Links / Blog Mentions
Views / Reach / Impact
51. Advanced Measurements
Klout / Influencer Score
Response / Resolution Rate
Share of Voice
Interaction Rate
Sentiment Ratio
Social Media ROI
53. Tips in Measurements
Experiment with your tools.
◦ Accuracy of measurement will depend on these
(usually free) tools’ algorithms. Make sure you
acid test before you use in your campaigns.
Always contextualize your
measurements.
◦ Identify timeframe and worth of investment to
properly gauge the significance of your results.
Be your own benchmark.
◦ Improve by beating your own social media
record.
65. Social Media is overwhelming! Where
should I start?
Always start with a plan. Write down your
goals and objectives, form a strategy and
implement that strategy through a well-
structured plan.
66. What are the best social media
channels to use for my business?
Different channels work best based your
target market.
B2B business: LinkedIn
B2C company: Facebook
Twitter!
67. How much time should I spend on
Social Media each day?
10-20 minutes in the morning and
10-20 minutes in the evening is all you
need to keep on top of your social media
strategy.
68. When should I post on Social Media?
Consider the lifestyle of your audience
when thinking about what time of the day
to send your posts.
◦ Workers / students: morning, lunchtime,
after work
Test, test and test the times you post and
measure the responses, or lack of. Find
out what works for your business,
industry and customers.
69. Can social media replace other forms
of marketing?
No. You should consider social media
as an important part of your
marketing mix, but it can’t be your
sole marketing activity.
70. How much does Social Media cost?
For small organizations (little or no
marketing budget): TIME / Sweat Equity
Medium / Large:
◦ Facebook ads
◦ Article writer / Bloggers
◦ Social media manager
As social media continues to evolve and its uses change and expand, so does the definition of social media. the social media go-to reference created by the public in the form of thousands of contributors
As social media continues to evolve and its uses change and expand, so does thedefinition of social media.
The conversations are powered by:
Social Media Landscape
SWSLabucay
Broadcast + publish
Define your primary (business goals such as drive sales, lead generation, etc.) and secondary objectives (campaign specific, i.e. increase traffic to the site by x%).
video, audio, infographics, design, and more)
As social media continues to evolve and its uses change and expand, so does thedefinition of social media.