SOCIAL MEDIA MARKETINGA BRIEF PRESENTATION
A LITTLE INTRODUCTIONSOCIAL MEDIA PLANSTEPS, STRATEGIES, TOOLSABOUT USREAL LIFE BEST PCRACTICESOVERVIEWTHE FACEBOOK PARADIGM
A LITTLE INTRODUCTION
Social Media…Marketing?Anyone can (NOT) do it…
UMassDartmouth’s2011 study ofsocial mediausage amongInc. 500companiesWhy Does Your Business NeedSocial Media Marketing?You...
Top…Social Media MythsIt’s simple- Write, film and snap the images and capture the content- Edit the content into a creati...
SOCIAL MEDIA PLAN
GOALS ANALYSISSTRATEGYRESEARCHBefore you do anything else…prepare a (Social Media) Planfollowing all necessary steps
GOALS ANALYSISSTRATEGYRESEARCH
Prioritize your objectivesOBJECTIVES / GOALSSet SMART goalsAlways comply with yourbusiness & marketingobjectivesRaise your...
METRICSDefine the metrics youwant to track andmeasureEngagementFavorites,RetweetsMentionsHashtagsImpressionsReachClicks,Li...
GOALS ANALYSISSTRATEGYRESEARCH
THE RIGHT CHANNELS What Social Mediashould you use foryour business?Define your Market Focus & Target AudienceCreate Buyer...
BEST PRACTICES2012 State OfDigital Marketingreport fromWebMarketing123Use them to become wiser andconvince your managers a...
GOALS ANALYSISSTRATEGYRESEARCH
ContentStrategyPromotionsChannelsTeamToolsSTRATEGYSTRATEGIC ENTITIESLISTENENGAGEMEASUREINTEGRATE
ENGAGING TACTICSNewsjackingHighlightPostsGetPersonal
ENGAGING TACTICSContentCrowd-sourcingShowcasea CauseUsehumor
80/20ruleCONTENT STRATEGY Create and publish the “rightcontent”AuthenticityToneFrequencyCTAsVarietySchedulingTransparencyR...
CONTENT STRATEGY Respect yourbrand identity and useengaging content
PROMOTIONSDifferent Medium Different MechanismsPaid + FreeAlways stick to yourPlan and Budget
PROMOTIONS CONTESTSFollow the rulesInclude a prizeUse third party appsMeasure the results
PROMOTIONS FACEBOOK ADSComply withPolicies & Guidelines“You must not use Facebook features or functionality as apromotion’...
Analyze and optimizeyour campaignSet your campaignbudget & charge typeCPMvsCPCHow doesthe bidwork forCPC?CPC bidx CTR =eCP...
PROMOTIONS TWITTER PROMOTIONSBoost your brandawareness by enablingPromoted Posts,Accounts & Trends
ManageAnalyzeSocialPluginsFunctionalAppsMonitorTOOLS Must have for time saving andoptimizationDiscover
TOOLSCOVERAGECOSTUSEFREE PREMIUMFREEMIUMONE SMCHANNELMANY SMCHANNELSMANY WEBCHANNELSACTIVEVS PASSIVEFIXEDVSCUSTOMIZABLENAR...
TOOLS APPSEnhance yourMarketing efforts byintegrating variousappsto your SM Pages
TOOLS PLUGINSDrive traffic by integratingvarious Social Pluginsto your Blog/Website
TOOLS MONITOR
TOOLS MANAGE
TOOLS DISCOVER
GOALS ANALYSISSTRATEGYRESEARCH
KEY ANALYSIS ACTIONSAnalyze your performancebased on the predefinedmetricsUse all the neededanalyticalapps and toolsCreate...
KEY ANALYSIS METRICSCTREngagementFor serious ROI measurementinclude CTAs, landing pagesand measure referral traffic
OFFICIAL ANALYTICS
FREE TOOLS
FREEMIUM TOOLS
COMMERCIAL TOOLS
COMMERCIAL TOOLS
A GENERIC EXAMPLE:FACEBOOK MARKETING SERVICES
PAGE CREATION CONTENT INSERTIONCategoryDescriptionMissionContactSet all the primaryBasic Infoto define all the needed bran...
PAGE CREATION CONTENT INSERTIONCreate and upload stylish profile &cover photowith engaging text & CTAs(Call To Actions)
PAGE CREATION CONTENT INSERTIONUse basicFacebook Appsto share content though the related tabs(Photos, Notes, Videos)
Link Facebook Page to aTwitter Page(if any) and choose thetypes of updates to sharePAGE CREATION PRIMARY SETTINGS
PAGE CREATION PRIMARY SETTINGSDefine the rightAdmin Rolesfor any user to be activein the project(from both sides…client + ...
PAGE MANAGEMENT CONTENT MANAGEMENTUpload new content on a regular basis*Create/upload new cover photos on a time basis*Man...
Combine all available content marketing assets to boostuser engagement(including Events and Polls)PAGE MANAGEMENT CONTENT ...
PAGE MANAGEMENT BUILD AUDIENCEE-mail invitationsFacebook invitationsShare page on brand/industry-related pages and groupsU...
PAGE MANAGEMENT BUILD AUDIENCEInitiate and manageFeatured Likesto promote affiliate brands and gain extra awareness and fa...
Promote the brand and page on abudget basis by leveraging all the righttools and techniques, includingAds, Offers, Gifts a...
PAGE MANAGEMENT SETTINGS MANAGEMENTUpdate and Manageall kind of page settings(restrictions, visibility, roles etc)Be alway...
PAGE MANAGEMENTMonitor and analyze page performancebased on various metrics(e.g. engagement, reach etc)ANALYTICSDeliver re...
Develop and integratedynamic apps as tabs tocommunicate various brand-related promotions andexternal content(from e-contes...
REAL LIFE BEST PRACTICES
SuperBowl2013Dave KerpenCEO, Likeable Local,NY Times Best-Selling Author& Keynote Speaker“No Vegas hotel could be worth th...
34
56
ABOUT US
Use ofvariousinnovativeapps & toolsMeasureand analyzeall of ouractionsNewTechnologies& MarketingprofessionalsYoung yetexpe...
INNOVATION A cloud service formonitoring and analyzingbusiness industries &brandsin real time
…and accessthe latest newson our projects,various offers &Marketing bestpracticeswww.dothinkers.comwww.facebook.com/dothin...
THANK YOU!
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Social Media Marketing: A quick guide for amateurs and professionals

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Originally presented to E-Marketing ’13 class students of Marketing & Communication Department @ Athens University of Economics and Business, the presentation aims to demonstrate that Social Media Marketing services are not free neither simple. They go beyond running a plain Facebook page and require deep knowhow and integrated skills.

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Social Media Marketing: A quick guide for amateurs and professionals

  1. 1. SOCIAL MEDIA MARKETINGA BRIEF PRESENTATION
  2. 2. A LITTLE INTRODUCTIONSOCIAL MEDIA PLANSTEPS, STRATEGIES, TOOLSABOUT USREAL LIFE BEST PCRACTICESOVERVIEWTHE FACEBOOK PARADIGM
  3. 3. A LITTLE INTRODUCTION
  4. 4. Social Media…Marketing?Anyone can (NOT) do it…
  5. 5. UMassDartmouth’s2011 study ofsocial mediausage amongInc. 500companiesWhy Does Your Business NeedSocial Media Marketing?Yourcustomers(old, current, prospective) are there…talking, searching, sharing about your brandor/and industryYourcompetitorsare there…as well
  6. 6. Top…Social Media MythsIt’s simple- Write, film and snap the images and capture the content- Edit the content into a creative format that entertains, educates and inspires- Create it for the different types of media such as video, text, Twitter tweets, Facebook updates,Pinterest images and other major social media networks- Establish processes that control the publishing and monitoring of the content that is spreadglobally by many individuals within one organization that keeps the brand police happy- Publish it on multiple networks- Optimize it for a variety of multimedia formats- Optimize the content and platforms for search engines- Monitor and measure the data you receive to see what works and what doesn’tIt’sfree- Planning, creating content, optimizing for search, publishing to multipleplatforms takes time. Time is money- The professionals with the skills and experience to make social mediamarketing successful are increasingly in demand and need to be paid- Enterprise class tools are not free
  7. 7. SOCIAL MEDIA PLAN
  8. 8. GOALS ANALYSISSTRATEGYRESEARCHBefore you do anything else…prepare a (Social Media) Planfollowing all necessary steps
  9. 9. GOALS ANALYSISSTRATEGYRESEARCH
  10. 10. Prioritize your objectivesOBJECTIVES / GOALSSet SMART goalsAlways comply with yourbusiness & marketingobjectivesRaise youre-shoptraffic by20% by theend of 2013
  11. 11. METRICSDefine the metrics youwant to track andmeasureEngagementFavorites,RetweetsMentionsHashtagsImpressionsReachClicks,Likes,SharesReferral TrafficConversionRateROIKPIs
  12. 12. GOALS ANALYSISSTRATEGYRESEARCH
  13. 13. THE RIGHT CHANNELS What Social Mediashould you use foryour business?Define your Market Focus & Target AudienceCreate Buyer PersonasEvaluate your ResourcesEvaluate Social Media useWhoWhenWhy
  14. 14. BEST PRACTICES2012 State OfDigital Marketingreport fromWebMarketing123Use them to become wiser andconvince your managers andclientsAlways search and evaluate thelatest studies, reports andbest practices
  15. 15. GOALS ANALYSISSTRATEGYRESEARCH
  16. 16. ContentStrategyPromotionsChannelsTeamToolsSTRATEGYSTRATEGIC ENTITIESLISTENENGAGEMEASUREINTEGRATE
  17. 17. ENGAGING TACTICSNewsjackingHighlightPostsGetPersonal
  18. 18. ENGAGING TACTICSContentCrowd-sourcingShowcasea CauseUsehumor
  19. 19. 80/20ruleCONTENT STRATEGY Create and publish the “rightcontent”AuthenticityToneFrequencyCTAsVarietySchedulingTransparencyRelevance
  20. 20. CONTENT STRATEGY Respect yourbrand identity and useengaging content
  21. 21. PROMOTIONSDifferent Medium Different MechanismsPaid + FreeAlways stick to yourPlan and Budget
  22. 22. PROMOTIONS CONTESTSFollow the rulesInclude a prizeUse third party appsMeasure the results
  23. 23. PROMOTIONS FACEBOOK ADSComply withPolicies & Guidelines“You must not use Facebook features or functionality as apromotion’s registration or entry mechanism”Target your audienceInterestsDemo-graphicsLocationCreate an engaging ad banner
  24. 24. Analyze and optimizeyour campaignSet your campaignbudget & charge typeCPMvsCPCHow doesthe bidwork forCPC?CPC bidx CTR =eCPMPROMOTIONS FACEBOOK ADS
  25. 25. PROMOTIONS TWITTER PROMOTIONSBoost your brandawareness by enablingPromoted Posts,Accounts & Trends
  26. 26. ManageAnalyzeSocialPluginsFunctionalAppsMonitorTOOLS Must have for time saving andoptimizationDiscover
  27. 27. TOOLSCOVERAGECOSTUSEFREE PREMIUMFREEMIUMONE SMCHANNELMANY SMCHANNELSMANY WEBCHANNELSACTIVEVS PASSIVEFIXEDVSCUSTOMIZABLENARROWVSBROADA wide variety to chooseaccording to yourPlan and Budget
  28. 28. TOOLS APPSEnhance yourMarketing efforts byintegrating variousappsto your SM Pages
  29. 29. TOOLS PLUGINSDrive traffic by integratingvarious Social Pluginsto your Blog/Website
  30. 30. TOOLS MONITOR
  31. 31. TOOLS MANAGE
  32. 32. TOOLS DISCOVER
  33. 33. GOALS ANALYSISSTRATEGYRESEARCH
  34. 34. KEY ANALYSIS ACTIONSAnalyze your performancebased on the predefinedmetricsUse all the neededanalyticalapps and toolsCreate insightfulreportsEvaluate the results andrefresh your tactics foroptimization
  35. 35. KEY ANALYSIS METRICSCTREngagementFor serious ROI measurementinclude CTAs, landing pagesand measure referral traffic
  36. 36. OFFICIAL ANALYTICS
  37. 37. FREE TOOLS
  38. 38. FREEMIUM TOOLS
  39. 39. COMMERCIAL TOOLS
  40. 40. COMMERCIAL TOOLS
  41. 41. A GENERIC EXAMPLE:FACEBOOK MARKETING SERVICES
  42. 42. PAGE CREATION CONTENT INSERTIONCategoryDescriptionMissionContactSet all the primaryBasic Infoto define all the needed brand-related informationProductsBasic Info
  43. 43. PAGE CREATION CONTENT INSERTIONCreate and upload stylish profile &cover photowith engaging text & CTAs(Call To Actions)
  44. 44. PAGE CREATION CONTENT INSERTIONUse basicFacebook Appsto share content though the related tabs(Photos, Notes, Videos)
  45. 45. Link Facebook Page to aTwitter Page(if any) and choose thetypes of updates to sharePAGE CREATION PRIMARY SETTINGS
  46. 46. PAGE CREATION PRIMARY SETTINGSDefine the rightAdmin Rolesfor any user to be activein the project(from both sides…client + agency)
  47. 47. PAGE MANAGEMENT CONTENT MANAGEMENTUpload new content on a regular basis*Create/upload new cover photos on a time basis*Manage users (subscribers, banned)Upload and manage content based on specific content strategiesand the latest best practiceson Facebook marketingModerate and answer messages and comments*to be defined along with the clientAll needed contentand userinteraction shall beprovided or/andmoderated by theclient
  48. 48. Combine all available content marketing assets to boostuser engagement(including Events and Polls)PAGE MANAGEMENT CONTENT MANAGEMENT
  49. 49. PAGE MANAGEMENT BUILD AUDIENCEE-mail invitationsFacebook invitationsShare page on brand/industry-related pages and groupsUse all the right channels and manpower(on both sides…client + agency) toget all stakeholders involved on liking and promotingthe brand pageRun a concept-based competition**competitions are apps and thus considered as additional functionality
  50. 50. PAGE MANAGEMENT BUILD AUDIENCEInitiate and manageFeatured Likesto promote affiliate brands and gain extra awareness and fans comingfrom other pages
  51. 51. Promote the brand and page on abudget basis by leveraging all the righttools and techniques, includingAds, Offers, Gifts andPromoted PostsPAGE MANAGEMENT PROMOTIONS
  52. 52. PAGE MANAGEMENT SETTINGS MANAGEMENTUpdate and Manageall kind of page settings(restrictions, visibility, roles etc)Be always incompliance with thelatest FacebookGuidelines, especiallythose referring toAds and Pages
  53. 53. PAGE MANAGEMENTMonitor and analyze page performancebased on various metrics(e.g. engagement, reach etc)ANALYTICSDeliver reports withinsights and proposedactions to take at theend of each month
  54. 54. Develop and integratedynamic apps as tabs tocommunicate various brand-related promotions andexternal content(from e-contests to newproduct galleries)PAGE MANAGEMENT ADDITIONAL FUNCTIONALITYApps pricing issubject to thedesiredfunctionality andgraphic design
  55. 55. REAL LIFE BEST PRACTICES
  56. 56. SuperBowl2013Dave KerpenCEO, Likeable Local,NY Times Best-Selling Author& Keynote Speaker“No Vegas hotel could be worth this long wait.Over an hour to checkin at the Aria. #fail"12
  57. 57. 34
  58. 58. 56
  59. 59. ABOUT US
  60. 60. Use ofvariousinnovativeapps & toolsMeasureand analyzeall of ouractionsNewTechnologies& MarketingprofessionalsYoung yetexperiencedExpertiseon DigitalMarketingDotThinkersWe are a freshDigital Marketing Agencyhelping companies promote their brandsthrough Social Media andin-house innovative servicesTHE AGENCY
  61. 61. INNOVATION A cloud service formonitoring and analyzingbusiness industries &brandsin real time
  62. 62. …and accessthe latest newson our projects,various offers &Marketing bestpracticeswww.dothinkers.comwww.facebook.com/dothinkers https://twitter.com/dothinkerswww.linkedin.com/company/dot-thinkersGET IN TOUCH
  63. 63. THANK YOU!

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