Social media marketing strategies: Introduction, defining social media marketing mix, social media marketing planning, social media marketing channels.

1. Social Media
Marketing
Strategies

2. Social Media Marketing
Strategy
• A social media marketing strategy is a
summary of everything you plan to do and
hope to achieve on social media. It guides
your actions and lets you know whether
you're succeeding or failing. Every post,
reply, like, and comment should serve a
purpose.

3. What is a Social Media Mix?
• As explained by specialists, in order to delivery
your proposals to your audience, it’s not
necessary that they be present on every Social
Network. In fact, it’s about identifying the most
appropriate channels to represent your brand,
keeping in mind its characteristics and where
your public is.
• Thus, a perfect Social Media Mix is the result of
identifying the best platforms to carry out your
communication campaigns. After composing
them, the next step is defining your publication
strategy on Social Media.

4. What is a Social Media Mix?
• This way your Social
Media Mix will help
you to connect and
interact with your
public, in order to get
them interested in
your proposals. So, in
order to reach
an online presence
and make a real
impact on your
audience, digital
marketing and Social
Networks experts
advise

5. How to create a perfect Social
Media Mix?
• The idea is to evaluate what each Social
Network has to offer you and determine
which of them is more convenient in relation
to your objectives. As the experts point out,
when selecting the channels in which you’ll
spread your proposals, you should answer
the following questions:

6. How to create a perfect Social
Media Mix?
• What is the purpose of this platform?
• Does this objective correspond with the
needs of my business?
• What audience does this platform target?
• How much time is necessary investing in this
Social Network in order to obtain the best
impact?

7. How to create a perfect Social
Media Mix?
• Answering these points will help you choose
the Social Networks in which to carry out
your communication campaigns. Continuing
I’ll help you analyze the main platforms
based on each of their specific qualities. Also
I’ll include a success story for each Social
Network to better illustrate its potential.

8. How to Create a Social Media
Marketing Plan
• #1. Clarify Your Social Media Strategy to
Develop a Clear Path Forward
• Here’s what a basic strategy should include:
1. Goals. What will you achieve?
2. Customer persona. Who are you targeting?
3. Brand voice summary. How should your content
sound?
4. Selected networks. Where will you be present?
5. Posting frequency. How often will you post?

9. How to Create a Social Media
Marketing Plan
• #2. Organize Project Planning to
Eliminate Ambiguity.
1. Start Every Campaign With a Creative Brief
• A creative brief (or project brief, depending on your preferred terminology) is
a one-page document that lists the requirements for a project or campaign. It
should include the following pieces of information:
i. Project summary: Describe the project or campaign at a high level.
ii. Details: This should answer who the project is aimed at, its goal, and the
technical requirements for deliverables (e.g., image sizes, video resolution,
etc.).
iii. Process: List the steps that need to be completed in order.
iv. Team members: Who will work on this project?
v. Timeline: When is the project due?
vi. Resources: What will you need to get this done?

10. How to Create a Social Media
Marketing Plan
• Kick Off Large-Scale Projects With a Team
Huddle Meeting
Once you have written a project brief, schedule
a meeting to share it with the team. If you’ve
never run a meeting, this may be somewhat
intimidating. However, here’s all you need to get
it right:
i. Block off time and space to meet and add it to
your inter-office calendar.
ii. Familiarize yourself with the brief so you don’t
have to ad-lib during the meeting.
iii. Leave time for questions because the team will
almost certainly have some.

11. How to Create a Social Media
Marketing Plan
• Kick Off Large-Scale Projects With a Team
Huddle Meeting
• Plan to spend about half an hour on the meeting.
By the time you’re done, you should have the
following:
i. Who needs to be responsible for what tasks
ii. What order should those tasks be in?
iii. How long will each task take to complete?

12. How to Create a Social Media
Marketing Plan
• Set Up Social Media Workflows With Checklists
• Checklists are powerful organizational tools when
wielded the right way.
• By documenting your workflows as checklists,
you can make sure every task and campaign gets
completed the right way every time. They ensure
nothing gets missed and help develop positive
habits.

13. How to Create a Social Media
Marketing Plan
• Set Up Social Media Workflows With Checklists
• Follow these steps to plan out an effective
workflow:
i. List all the steps required to complete a certain
type of project (campaign planning, video
shoot, etc.).
ii. Estimate how long each step generally takes
(and if you don’t know the answer, ask the
person who typically completes that task).
iii. Assign each task to a team member along with
a deadline for each task.

14. How to Create a Social Media
Marketing Plan
• #3. Coordinate Posts and Campaigns With a
Social Media Calendar

15. How to Create a Social Media
Marketing Plan
• #4. Establish a Reporting Schedule to Prove Your
Value
Part of the reason we’re taking time to get
organized is to improve business and marketing
outcomes. To show how you’re doing this, you’ll
need to report on social media marketing
performance. This should be something that’s
done on a regular basis so you aren’t caught
without an answer when asked how you’re
contributing value to the company.

16. Social media marketing channels.
# Facebook
• Characteristics: It’s the most well-known Social
Network with users of all ages. Because of its
breadth, any company can generate a relevant
presence on Facebook. Additionally, it has the
highest engagement rate, which implies that
your audience will connect regularly and increase
your chances of being seen.
• Purpose: Help brands build a good reputation
and generate loyalty in users. Through publishing
content will added value, it allows you to place
your business in a place of authority.

17. Social media marketing channels.
# Facebook
• Unique advantages:
1. It reaches a wide range of groups with a single publication.
2. It encourages dialogue and deepening on subjects relevant
to your business.
3. Provides the opportunity of increasing web traffic through
your site.
4. It is the perfect place to offer more detailed information
about your proposals, products and brand’s identity.
• Age of Users: the average age is between 25 and 45 years
old.
• Genders: 60% are women and 40% are men.

18. Social media marketing channels.
# Facebook
• Success Story: The Fan Page of the brand Oreo
has more than 42 million followers and reaches
amazing interaction rates. Its secret lies in its
original and fun content, among which were
highlighted in a recent animated campaign with
stories about their products and having a short
length designed for Social Networks.

19. Social media marketing channels.
# Twitter
• Characteristics: The majority of Twitter users
are around 20 years old and represent a broad
spectrum of interests. Because of the incessant
flow of tweets, you have to publish quite
frequently to be seen. For this it is necessary to
update your various accounts daily (you can help
yourself program you tweets)
• Purpose: Display breaking news and quick
updates. It promotes new content, promotions
and products. Gathers reactions and returns
from your audience instantly.

20. Social media marketing channels.
# Twitter
• Unique advantages:
1. Offers the possibility of indexing your content
through the use of hashtags (#).
2. Enables finding information instantly, such as real-
time news linked to companies, events and
businesses.
3. Invites people to “join the conversation” through
generating dialogue with real and potential clients.
4. Through the Trending Topic or Tendencies, it enables
knowing what is most talked about thing on Social
Media in each city.
• Age of Users: the average age is 18 to 29 years old.
• Genders: 50% are women and 50% are men.

21. Social media marketing channels.
# Twitter
• Success Story: The Cooking Channel
(@CookingChannel) managed to be strengthened
on Twitter and spread its proposals through the
useful delivery of information to users, in this
case cooking recipes by consumer demand, which
were requested through the dialogue. Today it
has more than 369K followers.

22. Social media marketing channels.
# Pinterest
• Characteristics: It’s a Social Network oriented
towards displaying attractive images, presented
in a way that is very similar to a catalogue. The
majority of its users are women thus making it
perfect for promoting products or services
oriented towards this sector of the population.
• Purpose: It functions as a pamphlet of online
products, in which goods are displayed
categorized in tabs that reflect the brands’ spirit.

23. Social media marketing channels.
# Pinterest
• Unique advantages:
1. Visually promotes and highlights products and
services through high resolution images.
2. Generates leads and sends traffic towards other
content or platforms (for example your blog or
website).
3. Enables you to target your public, in detail, by
implementing clearly defined categories.
4. Brings immediate or very close responses in relation
to Calls to Actions.
• Age of Users: the average age range is 18 to 35
years old.
• Genders: 80% are women and 20% are men.

24. Social media marketing channels.
# Pinterest
• Success Story: Nordstrom has amassed over 4.4
million followers on Pinterest with 67 boards an
518.3k pins focused on holidays, dress, fashion,
gift ideas, love, fitness. They are also one of the
most prolific-pinning brands, with over 25,000
pins.

25. Social media marketing channels.
# LinkedIn
• Characteristics: It is a Social Network oriented
towards the professional world, whose main
demographic feature has to do with other users’
education. It is perfect for positioning products
or services and connecting with clients through
a B2B Marketing perspective.
• Purpose: LinkedIn enables brands to connect
with a professional audience, with a relatively
higher educational level and more mature, in
terms of age, audience.

26. Social media marketing channels.
# LinkedIn
• Unique advantages:
1. Increases your business’s exposure through Company Pages
and Products.
2. Increases the credibility level and improves the perception
of your company.
3. Enables the display of commercial brands in front of
potential clients.
4. Offers a search with numerous filters, capable of enabling
detailed targeting.
• Age of Users: The average age ranges of the main groups
are between 50 to 64 years old and 18 to 29 years old.
• Genders: Of the total amount of Internet users, 24% of
them that use LinkedIn are men and 19% are women.

27. Social media marketing channels.
# LinkedIn
• Success Story: The brand Carrefour achieved
unprecedented growth thanks to the application
of 3 solutions: a page called “Career” dedicated
to spreading its values; another called “Job
Slots” oriented towards spreading jobs and a
third called “Work With Us”, to attract users
interested in becoming part of the firm.
.

28. Social media marketing channels.
# Instagram
• Characteristics: Instagram users tend to be
under 30 years of age and have a fairly even
gender distribution. This Social Network is
oriented towards gathering the image of people
with elevated education and income levels. Its
success is based on being optimized for mobile
phones, the most dominant source of web traffic.
• Purpose: It enables telling visual stories, which
generate a larger quantity of interactions in
comparison to other contents.

29. Social media marketing channels.
# Instagram
• Unique advantages:
1. It is fully oriented towards visual content, which
is ideal for displaying your products.
2. Enables the use of hashtags for indexing and
amplifying your content’s exposure.
3. Has one of the highest interaction rates on the
audience’s part.
4. Offers the possibility to directly and easily share
content on other Social Networks.

30. Social media marketing channels.
# Instagram
• Success Story: The brand GoPro launched a
campaign, which received resounding success,
based on displaying an Australian cat capable
of skating. Due to the content’s originality and
the presence of an animal in a company very
popular on Social Media, the content rapidly
went viral.