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Week 8: Social Media Tools and Applications: ADT102 Introduction To New Media Studies

This document discusses brand awareness and social media marketing. It defines brand awareness as the degree to which consumers are familiar with a brand's qualities and image. Social media has become an important tool for brand awareness marketing by allowing marketers to understand their brand's online presence and reach. The document then outlines the five core pillars of social media marketing: strategy, planning and publishing content, listening and engagement, analytics, and advertising. It provides examples of how to implement each pillar to effectively promote a brand on social media.

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Detya Erning Mahaputri
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250 views15 pages

Week 8: Social Media Tools and Applications: ADT102 Introduction To New Media Studies

This document discusses brand awareness and social media marketing. It defines brand awareness as the degree to which consumers are familiar with a brand's qualities and image. Social media has become an important tool for brand awareness marketing by allowing marketers to understand their brand's online presence and reach. The document then outlines the five core pillars of social media marketing: strategy, planning and publishing content, listening and engagement, analytics, and advertising. It provides examples of how to implement each pillar to effectively promote a brand on social media.

Uploaded by

Detya Erning Mahaputri
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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ADT102 Introduction to New Media Studies

Week 8: Social Media Tools and Applications


Dr. Aleena Tan Poh Ling 1
Brand Awareness

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Brand Awareness

• Creating brand awareness shortens the sales process, increases market


share, and positions a brand as a leader in its sector.
• Social media has also enabled marketers to have a more quantitative
understanding of their brand’s presence and reach in the online world.
• Most social media platforms provide data on the reach of your content,
allowing you to report your online presence more accurately.
3
Brand Awareness
• The extent to which consumers are familiar with
the qualities or image of a particular brand of
goods or services.
• Brand awareness is a marketing term that
describes the degree of consumer recognition of a
product by its name.
• Ideally, awareness of the brand may include the
qualities that distinguish the product from its
competition.
• Social media has become an important new tool in
brand awareness marketing.
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Brand Awareness

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Brand Awareness
• Brand awareness is important because it
helps businesses to stand out above
their competition, build an audience
more effectively, and generate more
leads.
• A higher level of brand awareness
typically equates to higher sales and
also serves as an economic moat that
prevents competitors from gaining more
market share.

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Brand Awareness
Brand awareness is all about what the mind state your ideal clients
enter when they see or hear your company’s name. It helps you to:
• Promote your business
• Successfully introduce new products or services
• Build your business reputation
• Differentiate yourself from competitors
• Find and retain loyal customers.

7
Social Media Marketing
• Social media marketing is the use of
social media platforms to connect with
your audience to build your brand,
increase sales, and drive website
traffic.
• This involves publishing great content on
your social media profiles, listening to
and engaging your followers, analysing
your results, and running social media
advertisements.

8
Social Media Marketing
The Five Core Pillars of Social Media Marketing

Strategy

Planning
Advertising and
Publishing

Listening
and
Analytics
Engagemen 9
t
Social Media Marketing: Strategy
The initial steps it to:
• Establish your goal
• Choose the social media that you want to
focus on
• The types of content that you want to
share

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Social Media Marketing:
Planning and Publishing
• Social media marketing for small businesses
usually starts with having a consistent
presence on social media.
• Publishing to social media is as simple as
sharing a blog post, an image, or a video on
a social media platform.
• You will want to plan your content ahead of
time instead of creating and publishing
content spontaneously.

11
Social Media Marketing:
Listening and Engagement

• As your business and social media following


grow, conversations about your brand will
also increase.
• People will comment on your social media
posts, tag you in their social media posts, or
message you directly.
• People might even talk about your brand on
social media without letting you know.

12
Social Media Marketing: Analytics
• Along the way, whether you are publishing
content or engaging on social media, you
will want to know how your social media
marketing is performing.
• Are you reaching more people on social
media than last month? How many positive
mentions do you get a month? How many
people used your brand’s hashtag on their
social media posts?
• The social media platforms themselves
provide a basic level of such information.
13
Social Media Marketing: Advertising
• When you have more funds to grow your
social media marketing, an area that you
can consider is social media
advertising.
• Social media advertising platforms are so
powerful nowadays that you can specify
exactly who to display your ads to.
• When you are running many social media
advertising campaigns at once, you can
consider using a social media advertising
tool to make bulk changes, automate
processes, and optimise your ads.
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Activity

At the current state of MCO, you as a brand manger would like to utilize the
social media platform to promote and remind your target audience about
your brand.

Choose a brand/product/service of your choice and promote it via a social


media platform. Post your answer at : https://
padlet.com/aleenatpl/5jnmjcm4qlx3

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