eMarketing eXcellence by Dave Chaffey and PR Smith 1

CHAPTER 5
SOCIAL MEDIA
MARKETING

eMarketing eXcellence by Dave Chaffey and PR Smith

 This chapter revolves
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around
 Through the showed video
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 1) Listen (Listen before you speak)

 2) Focus (Can’t be present everywhere)
 3) Quality ( obviously Quality>Quantity)
 4) Patience ( Success won’t come overnight , consistency
and persistence is required)
 5) Compounding (Content syndication)
 6) Influencer ( Find the OL, who spread your content)
 7) Value ( Don’t focus on Aggression)
 8) Acknowledgment ( don’t ignore anyone )
 9) Accessibility ( don’t publish and run, be available and
be consistent in publishing
 10) Reciprocity ( share others content so they will share
yours).
 WHAT IS SOCIAL MEDIA
MARKETING?
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 Social media is about Internet and mobile-

based channels and tools that allow users to
interact and share opinions and content.
 Involves building of communities or networks
& encouraging participation and engagement.
 Most important feature is user-generated
content (UGC).
 Social media are digital media which
encourage audience participation, interaction
and sharing.
 Motivations in Social Media
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 B.J. Fogg suggests that three key variables need to

be in place in order to change the behaviour of a
customer.
1. Trigger (call to action) e.g. email alert from Facebook
(note the ‘trigger’ comes to me in the course of my normal
behaviour – this is very important , sign-up button)
2. Be motivated - Being told you’ve been tagged in a
photograph generally makes people want to see the
photograph. Relevant content
3. Have to have the ability to do the behaviour (one
click link to see the photo ,Process).
 If these 3 things come together at the very same
moment – they change behaviour.
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 Main Social Platforms
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 Social media sites are amongst the most

popular sites on the Internet, along with
search engines.
 To develop a strategy for social media, key
types of social media platforms are identified.
 Needs managing in our Social Media
Marketing Radar (next slide).
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 Content Syndication
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 Content syndication is the process of pushing

your blog, site, or video content out into third-
party sites, either as a full article, snippet,
link, or thumbnail.
 The idea is to drive more engagement with
your content by wiring it into related digital
contexts, either to boost traffic to your owned
property or just get exposure for your brand or
your key personalities or products.
 Paid example – Outbrain, Taboola
 Why Is Social Media Marketing
Important?
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The Forrester POST methodology
 POST is a framework that businesses can apply to help
them develop a social media strategy:
 People

 Understanding the adoption of social media by an audience is

an essential starting point. (study your audience through email
and engage them by giving coupons, )
 Objectives
 Setting goals for different options to engage customers across
the customer lifecycle from customer acquisition to conversion
to retention. (what assets and channel you have used
,products and content or both)
 Strategy
 How to achieve your goals. (start planning your budget, reach,
responsibilities, marketing programs etc)
 Technology
 BENCHMARKING AND SETTING
GOALS FOR SOCIAL MEDIA
12 MARKETING

 Not just ‘dive in’ to social media through

setting up a presence on Facebook and Twitter.
 Instead, listen to customer conversations.
 Watch how customers and competitors are
using social media.
 Review business aims for social media across
the “5Ss”.
 Think carefully about how social media will
support the 5Ss.
 “Boosting” a Post is not a
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solution

eMarketing eXcellence by Dave Chaffey and PR Smith

 Business Goals for Social Media
using the 5 Ss
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 Marketers should start with the

business goals.
 As specific as possible by
understanding how customers are using
social media now.
1. Set Sell Goals
2. Set Speak Goals
3. Set Serve Goals
4. Set Save Goals
5. Set Sizzle Goals
 Business Goals for Social Media - 5
Ss
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(Continued)

1. Set Sell Goals

They cover all customer contact points through the
customer lifecycle:
 Reach – using social media to reach new prospects through
amplification such as shared mentions in social media
streams and advertising within social media, developing
trust.
 Act – using social content or web site(s) and social outposts
to encourage interaction leading to increased leads.
 Convert – increasing conversion to sale through moving
customers from interaction with your brand to purchase
using social recommendations.
 Engage – encourage existing customers to act as advocates
for the business through sharing and recommendations.
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eMarketing eXcellence by Dave Chaffey and PR Smith

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 Start with your most important

transactions that lead to revenue and
profit! That's sales, or if you don't sell
online

eMarketing eXcellence by Dave Chaffey and PR Smith

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eMarketing eXcellence by Dave Chaffey and PR Smith

 Business Goals for Social Media - 5
Ss
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(Continued)

2. Set Speak Goals

Writing down broad aims in these five areas:
1. Encouraging ongoing engagement.
2. Communicating brand perception and key brand
messages.
3. Communicating updates about new products
and offers.
4. Encouraging dialogue to find out more about
products.
5. Reputation monitoring and management.
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eMarketing eXcellence by Dave Chaffey and PR Smith

 Business Goals for Social Media - 5
Ss
21
(Continued)

3. Set Serve Goals

Define how social media will be used to deliver
customer-service goals:
 To provide information to resolve customer-

service issues.
 To identify discussed customer issues and

resolve them.
 To encourage web self-service including

collaborative self-service.
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eMarketing eXcellence by Dave Chaffey and PR Smith

 Business Goals for Social Media - 5
Ss
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(Continued)

4. Set Save Goals

 Cost savings are a less relevant part of the
5Ss since managing social media has
incremental costs for which budget will need
to be found from elsewhere.
 But it’s as well that this issue of budget
reallocation is considered here.
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eMarketing eXcellence by Dave Chaffey and PR Smith

 Business Goals for Social Media - 5
Ss
25
(Continued)

5. Set Sizzle Goals

 These are closely related to the speak goals; they
explain how to add value to customers through social
media.
 Identify potential benefits of social media for business.
 Review what it’s delivering now and how well the
organization can support it.
 Altimeter social media ROI pyramid is valuable to define
the important types of objective.
 It uses business or strategic measures owned by a senior
manager at the top of the pyramid with operational
measures at the base.
 Three levels of key performance indicators (KPIs).
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eMarketing eXcellence by Dave Chaffey and PR Smith

 Social media KPI pyramid
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 Engagement for Social Media
Marketing
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 Two key tools to help understand how active

your audiences are in using social media.
1. Social Technographics Ladder. Use this to
understand the range of audiences (Figure 5.5)
2. Social Media Profile Tool. This enables you to
see the different levels of audience involvement
according to customer age, gender and location.
There is also a B2B tool.
 Social Technographics Ladder

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 Benchmark Competitor Use of
Social Media
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 To review competitor use of social

media, need to find a standard method
of reviewing competitors.
 Creating a simple scorecard of how well
your competitors are using social media.
 Here are some KPIs for yourself and
competitors:
 Benchmark Competitor Use of
Social Media (Continued)
31

 Reach and influence KPIs

 Share of voice (number, per cent) – number of people
discussing brand and category keywords in social media
 Sentiment (discussion polarity, per cent) – how many are
speaking positively about a brand.
 Engagement KPIs
 Network size and growth – the obvious one – the numbers
of fans or followers of the main social networks
 Social sharing – degree to which content is shared
through the network – Retweets on Twitter, Likes on the
other social networks.
 Engagement (per cent) – through user-generated content
on-site.
 CREATE STRATEGY & PLAN TO
MANAGE SOCIAL MEDIA
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 Six core social media marketing activities for strategy in social media
marketing:
1. Listen and manage reputation (know your audience, activity)
2. Transform the brand through social media (social activities,
where you are and want to be, defining roles)
3. Acquire new customers (plan,reach,act,convert,engage)
4. Increase sales to existing customers (augmentation in
services and products
5. Deliver customer service (resolve problems)
6. Harness insights to develop the brand using social media
optimization (SMO).
 All activities should run on a continuous and campaign basis. To
support them, they require both a content and a communications
strategy.
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 SOCIAL LISTENING & ONLINE
REPUTATION MANAGEMENT
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 ‘Listen first!’ is the advice most social media consultants

give on creation of a social media strategy.
 Improving the way Marketers listen to conversations will help
them through improving their insights on:
 Market understanding (marketing trends, know your audience,
 Brand mentions (how popular is your brand as to your
competitors)
 Influencer identification (identify people who spread)
 Partner development (through influencers , try to partnership
with them)
 Content and campaign ideas (best content should be on top,
how to run a campaign)
 Negative comments
 Sales opportunities
 Product and service development
 Types of Online Listening
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There are two types of online listening, defined best

by Stephen Rappaport, author of Listen First! (2011):
1. Social monitoring
Tracking online brand mentions on a daily basis for PR,
brand protection, operations and customer service
outreach and engagement.
2. Social research
Analyzing naturally occurring online categories of
conversation to better understand why people do what
they do, the role of brands in their lives and the
product, branding and communications implications for
brand owners.
 Types of Online Listening (Continued)
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 There is also a third type of social listening, which is

asking customers for their feedback in a structured way.
 Five different types of online customer feedback tools:
1. Voice of customer web site feedback tools and software.
(provide customer a platform to give feedback regarding
web pages)
2. Crowdsourcing feedback tools and software. (ask from
selected customers to give feedback regarding their
brand)
3. Simple page or concept feedback tools. (give feedback on
that website)
4. Customer intent–action tools. (access the success of a
website, lay-outing)
5. General online survey tools. (give feedback using email)
 CONTENT MARKETING AND BRAND
ENGAGEMENT STRATEGY
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 A content strategy engages target audiences through the

customer lifecycle.
 Here are some of the major content formats:
 Video – recorded and edited video including animated or
explainer videos
 E-books or shorter guides including article content (web
page, or short documents) and white papers
 Podcast and audio shared for iPod or MP3 player
consumption. Think about the audio from videos for MP3
consumption as well as turning the audio to transcripts
 Webinars which can be recorded and streamed media(video
conference)
 Infographics – a flexible, shareable way to tell a brand story
or explain a concept
 Q&As and FAQs.
 SOCIAL MEDIA COMMUNICATIONS
STRATEGY
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 The social media strategy details how content

and process can be combined to facilitate C2B
and C2C interactions that assist in progressing
customers through a customer relationship.
 Structuring the social media communications
strategy around the areas of PRACE
framework of the customer lifecycle.
 Tackling this way keeps focus on the activities
that matter:
 PRACE Framework
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 Plan
 Management of social media marketing, including reputation
management and defining a content strategy.
 Reach
 How to increase the reach of your content as it is shared. (Fig
5.12)
 Act
 Encouraging interaction and participation within your own blogs
and sites and within social outposts.
 Convert
 The key question – transition from customer brand engagement
with social media to generating more leads and sales.
 Engage
 Ongoing communications with consumers.
 Reach

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 SOCIAL MEDIA OPTIMIZATION
(SMO)
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 Once social media marketing is in place, SMO is

a logical next step to improve its effectiveness.
 SMO centres on the distribution of social
objects, it’s closely related to content marketing
and SEO.

 Brian Solis (2011a) believes that:

‘SEO + SMO = Amplified findability in the
traditional and social web’.
 Key Social Media Optimization
Activities
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 It is useful to look at the new rules of SMO:

 Create shareable content (good content , max share)
 Reward engagement. (reward by linking or retweeting)
 Proactively share content (sharing beyond your hub)
 Encourage the ‘mashup’. (remix the content)
 Other options to test and refine content through
analytics include:
 Test effectiveness of sharing and content types on business
outcomes. (which content or activites leads to sale)
 Review how well your content marketing supports SEO.
(how content marketing support your SEO , trending)
 Review preferences of different audiences using different
social media platforms to convert and share different types
of content and offers.
 Key Social Media Optimization
Activities (Continued)
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 Optimum frequency for initiating sharing.

When to share twitter = 2.8hrs , Facebook =3.2 hrs ,
email =3.4hrs
 Best methods for identifying influencers and seeding

content.
 Approaches to integrate sharing of content through

different social platforms, web, mobile and email

channels. (how to manage your audience in different
social media platforms)