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social media marketing

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  • 1. SOCIAL MEDIA MARKETING
  • 2. WhAT IS SOCIAL MEDIA?   Social media are media for social interaction, using highly  accessible communication techniques.  Social media is the use of web-based and mobile technologies  to turn communication into interactive dialogue.    It is also defined as "a group of Internet-based applications  that build on the ideological and technological foundations  of Web 2.0, which allows the creation and exchange of usergenerated content.“    Businesses also refer to social media as consumer-generated  media (CGM). 
  • 3. SOCIAL MEDIA MARKETING     Social media marketing refers to the process of  gaining website traffic or attention through social media  sites. Social media marketing programs usually center on efforts  to create content that attracts attention and encourages  readers to share it with their social networks.  A corporate message spreads from user to user and  presumably resonates because it appears to come from a  trusted, third-party source, as opposed to the brand or  company itself.  Hence, this form of marketing is driven by word-of-mouth,  meaning it results in earned media rather than paid media.
  • 4. Op 4 SOCIAL MEDIA Twitter Facebook LinkedIn Youtube 
  • 5. Social networking webSiteS and blogS      These allow individuals to interact with one another and build relationships. When companies join the social channels, consumers can interact with them. Through social networking sites, companies can interact with individual followers. This personal interaction can instill a feeling of loyalty into followers and potential customers. Also, by choosing whom to follow on these sites, products can reach a very narrow target audience. Social networking sites also include a vast amount of information about what products and services prospective clients might be interested in. Through the use of new SemanticAnalysis technologies, marketers can detect buying signals, such as content shared by people and questions posted online. Understanding of buying signals can help sales people target relevant prospects and marketers run micro-targeted campaigns.
  • 6. How Facebook booStS buSineSS? Builds awareness  Distributes information  Creates community  Low cost customer service  Boosts sales 
  • 7. Social media meaSurement     It is an active monitoring of social media channels for information about a company or organization, usually tracking of various social media content such as blogs, news sites, micro-blogs such as Twitter, and user-generated content in general as a way to determine the volume and sentiment of online conversation about a brand or topic. Social media monitoring allow users to find insights into a brands' overall visibility on social media, measure the impact of campaigns, identify opportunities for engagement, assess competitor activity and share of voice, and be alerted to impending crises. It can also provide valuable information about emerging trends and what consumers and clients think about specific topics, brands or products. Several different providers have created tools to facilitate the monitoring of a variety of social media channels from blogging to internet video to internet forums.
  • 8. word-oF-moutH goeS Virtual The most three most trusted forms of advertising are: Recommendations from people I know - 90% Consumer opinions posted online - 70% Branded websites - 70% What Social Media has done is make the traditional twoway word of mouth marketing accessible and available to everyone with a computer (or phone). FROM THIS TO THIS
  • 9. Why Social Media Marketing iS different
  • 10. SoMe of the beSt Social Media caMpaignS  CADBURY One of its most interesting social campaigns was to celebrate the brand reaching 1m Facebook fans. Cadbury realised that despite having so many fans, only 16% of them ever saw content that the brand posted on Facebook. The challenge was to increase the engagement among its fans, as well as reaching friends of fans and the wider Facebook community. To test what content users would engage with, Cadbury decided to build a giant Facebook ‘like’ thumb out of pieces of Dairy Milk.
  • 11.  Heineken Never one to endorse brands shamelessly chasing Facebook ‘likes’, I was in two minds whether to include this campaign on the list. However Heineken went beyond the usual “like us and we’ll give you a discount” tactic employed by many brands and instead offered to blow up one green balloon in its office for every new 'like' it got on its Brazilian fan page. Heineken even personalised the campaign by reading out the names of some of the users on YouTube.
  • 12. The Seven MyThS of Social Media MarkeTing 1. 2. 3. 4. 5. 6. 7. Social Media is Just a Fad Social Media is Just for the Young There is No Return in Social Media Marketing Social Media Marketing isn’t Right for This Business Social Media Marketing is New Social Media Marketing is Too TimeConsuming Social Media is Free
  • 13. Social Media MarkeTing MiShapS    Social media marketing provides organizations with a way to connect with their customers. However, organizations must protect their information as well as closely watch comments and concerns on the social media they use. The top three social media incidents an organization faced during the previous years included employees sharing too much information in public forums, loss or exposure of confidential information, and increased exposure to litigation. Due to the viral nature of the internet, a mistake by a single employee has in some cases shown to result in devastating consequences for organizations.
  • 14. WhaT doeS a Social Media STraTegiST do? • Work closely with your already existing marketing staff to understand marketing strategy and goals. • Research the most appropriate social media channels for your business. • Help you set up your accounts. • Train internal staff how to manage those accounts using the tools. • Develop metrics and institute tracking devices to gauge return on investment. • Advise on how to deliver promotional content and campaigns through the channels. Monitor changes in social media technology, channels, and tools and make adjustments and provide training.
  • 15. Thank yoU !!!!!