23-08-2023

What is Social Media?

Wikipedia:
• “Social media is an umbrella term that defines the various
activities that integrate technology, social interaction, and the
construction of words and pictures.”

Mike Volpe:
• “It’s media (content that is published) with a social (anyone
can add to it) component.”

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What is Social Media?

Social Media: “Social media is the use of web-based and mobile technologies to turn
communication into interactive dialogue.”
via: Wikipedia

It’s an online conversation!

What is Social Media?

• Many definitions
• All deal with sharing of
information to achieve social
interaction
• Shift from a one-to-many model
to a many-to-many model
• Components
• Web-based platforms
• Can be used to inform, educate and
engage customers

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People are using these platforms every single day

Types of Social Media

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Types of Social Media

Share

Publish Network

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Social Media: Publish

Everyone can publish anything for everyone

Marketing Tips for SM-Publish

• Publish: “Everything you have anywhere you can”

• Monitor what others publish, promote it

• Empower your customers to publish

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Social Media: Share

Anyone can promote anything to everyone

Marketing Tips for SM-Share

• Monitor what’s being shared about you

• Find where your audience hangs out

• Promote your content and other content

• Produce content your audience will love

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Social Media: Network

Anyone can connect with everyone from anywhere

Social Media Marketing

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What is Social Media Marketing?

Social media marketing is the process of creating content that

you have tailored to the context of each individual social media
platform in order to drive user engagement and sharing.

Search Engines – getting more traffic to website

Social Media Platforms – starting a conversation to build engagement
with maximum number of users

What Is Social Media Marketing?

SMM uses social media portals to positively influence consumers

toward a website, company, brand, product, service, or a
person. Typically, the end goal of social media marketing is
“engagement,” and “conversion” such as the purchase of a
product, subscription to a newsletter, registration in an online
community, or some other desirable consumer action.

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How Social Media Marketing Can Help You

Meet Your Marketing Goals
Social media marketing can help with a number of goals, such as:

• Increasing website traffic

• Building conversions
• Raising brand awareness
• Creating a brand identity and positive brand association
• Improving communication and interaction with key audiences

The bigger and more engaged your audience is on social media networks,
the easier it will be for you to achieve every other marketing goal on your list!

Social Media Marketing Can Help B2B

• 52 percent of social media marketers believe social media positively influences their
company’s revenue and sales.

• The five most valuable social media platforms:

• Facebook (89 percent)

• LinkedIn (83 percent)

• YouTube (81 percent)

• Twitter (80 percent)

• Instagram (56 percent)

• Nearly 80 percent of companies share mostly original content on social media.

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Social Media Marketing Can Help B2B

• The most important metrics for companies are engagement (36 percent)
and conversion rates (35 percent).
• Social media is more valuable to B2C (58 percent) than B2B companies
(46 percent).
• The biggest challenges with social media are:
• Not having enough human and financial resources (26 percent)

• Lacking a formal strategy (24 percent)

• Building a community of followers and influencers (24 percent)

Social Media Marketing: Start

With a Plan

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Creating Social Media Strategy

• Steps to create social media marketing strategy:

• Set the goals
• To gain 50,000 followers on Twitter, Facebook, and LinkedIn

• To get a 15% higher social share of your blogs on social media platforms

• Research your audience

• Identify the metrics (KPIs) you want to track

• Reach, Clicks, Engagement, etc.

Creating Social Media Strategy

• Steps to create social media marketing strategy:

• Create content calendar

• Start tracking your performance

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Example of a drone company doing social media marketing on Instagram

How to Choose the Best Social

Media Platforms for Marketing
Different social media marketing sites require different approaches, so develop
a unique strategy tailored for each platform.

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Facebook
• Facebook’s casual, friendly environment requires an active social media
marketing strategy.
• Start by creating a Facebook Business Fan Page.
• You will want to pay careful attention to layout, as the visual component is a
key aspect of the Facebook experience.
• Facebook is a place people go to relax and chat with friends, so keep
your tone light and friendly.
• And remember, organic reach on Facebook can be extremely limited, so
consider a cost-effective Facebook ad strategy, which can have a big impact
on your organic Facebook presence as well!

Pinterest
• Pinterest is one of the fastest growing social media marketing trends.

• Pinterest’s image-centered platform is ideal for retail, but anyone can

benefit from using Pinterest for social media purposes or sales-driving ads.

• Pinterest allows businesses to showcase their product offerings while also

developing brand personality with eye-catching, unique pinboards.

• When developing your Pinterest strategy, remember that the social network's
primary audience is female. If that's your demographic, you need a
presence on Pinterest!

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Twitter
• Twitter is the social media marketing tool that lets you broadcast your
updates across the web. Follow tweeters in your industry or related fields,
and you should gain a steady stream of followers in return.
• Mix up your official tweets about specials, discounts, and news with fun,
brand-building tweets .
• Be sure to retweet when a customer has something nice to say about you,
and don’t forget to answer people’s questions when possible.
• Using Twitter as a social media marketing tool revolves around dialog and
communication, so be sure to interact as much as possible to nurture and
build your following.

Linkedin
• LinkedIn is one of the more professional social media marketing
sites.
• LinkedIn Groups is a great venue for entering into a professional
dialog with people in similar industries and provides a place to
share content with like-minded individuals.
• It's also great for posting jobs and general employee networking.
• Encourage customers or clients to give your business a
recommendation on your LinkedIn profile.
• Recommendations makes your business appear more credible
and reliable for new customers.

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Youtube
• YouTube is the number one place for creating and sharing video
content, and it can also be an incredibly powerful social media
marketing tool.
• Many businesses try to create video content with the aim of
having their video “go viral,” but in reality those chances are
pretty slim.
• Instead, focus on creating useful, instructive “how-to” videos.
These how-to videos also have the added benefit of ranking on
the video search results of Google, so don't under-estimate the
power of video content!

Location-Based Social Media Tools

• Social media platforms like Yelp and FourSquare are great for
brick and mortar businesses looking to implement marketing on
social media.
• Register on these sites to claim your location spot, and then
consider extra incentives such as check-in rewards or special
discounts.
• Remember, these visitors will have their phones in hand, so they
will be able to write and post reviews. A lot of good reviews can
significantly help sway prospective visitors to come in and build
your business!

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Reddit

• Reddit, or similar social media platforms such as Stumble Upon

or Digg, are ideal for sharing compelling content.
• With over 2 billion page views a month, Reddit has incredible
social media marketing potential, but marketers should be warned
that only truly unique, interesting content will be welcomed.
• Posting on Reddit is playing with fire—submit spammy or overtly
sales-focused content and your business could get berated by
this extremely tech-savvy community.
• If you have content you believe the Reddit community (majority
is young, geeky, liberal, and internet-obsessed) would enjoy,
you could reap tremendous benefits and earn valuable traffic.

The Seven Myths of Social Media Marketing

1. Social Media is Just a Fad
2. Social Media is Just for the Young
3. There is No Return in Social Media Marketing
4. Social Media Marketing isn’t Right for This Business
5. Social Media Marketing is New
6. Social Media Marketing is Too Time-Consuming
7. Social Media is Free

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Social Media Marketing Tips

Social Media Marketing Tips

Social Media Content Planning:
• Consider keyword research and competitive research to help brainstorm
content ideas that will interest your target audience.

Great Social Content:

• Consistent with other areas of online marketing, content reigns supreme
when it comes to social media marketing.
• Make sure you post regularly and offer truly valuable information that your
ideal customers will find helpful and interesting.
• The content that you share on your social networks can include social
media images, videos, infographics, how-to guides and more.

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Social Media Marketing Tips

A Consistent Brand Image
• Using social media for marketing enables your business to project your
brand image across a variety of different social media platforms.
• While each platform has its own unique environment and voice, your
business’s core identity, whether it's friendly, fun, or trustworthy, should stay
consistent.

Social Media for Content Promotion

• Social media marketing is a perfect channel for sharing your best site and
blog content with readers.
• Once you build a loyal following on social media, you'll be able to post all
your new content and make sure your readers can find new stuff right away.

Social Media Marketing Tips

Sharing Curated Links
• If other sources provide great, valuable information you think your target
audience will enjoy, don’t be shy about linking to them.
• Curating and linking to outside sources improves trust and reliability, and you
may even get some links in return.

Tracking Competitors:
• It’s always important to keep an eye on competitors—they can provide
valuable data for keyword research and other social media marketing insight.
• If your competitors are using a certain social media marketing channel or
technique that seems to be working for them, considering doing the same
thing, but do it better!

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Social Media Marketing Tips

Measuring Success with Analytics
• You can’t determine the success of your social media marketing strategies
without tracking data.
• Google Analytics can be used as a great social media marketing tool that will
help you measure your most triumphant social media marketing techniques,
as well as determine which strategies are better off abandoned.

Social Media Crisis Management

• Things don't always go smoothly for brands on social media.
• It's best to have a playbook in place so your employees know how to handle
such crisis.

Social Media Marketing in B2B Markets

• Social media is the top distribution method for B2B content marketers, with 89%
using social tools

• B2B buyers spend 27% of their purchase consideration time conducting

independent research online. Compare that to only 5 to 6% with any sales rep

• By 2025, 80% of B2B sales interactions will occur on digital channels

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Social Media Marketing in B2B Markets

Social Media Marketing in B2B Markets

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Effective Social Media Platforms for B2B Markets

Social Media Marketing in B2B Markets

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