Introduction to social media by Alex

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Introduction to social media by Alex

  1. 1. Introduction to Social Media Alexandra Tan alexandra.tan@gmail.com Digital & Social Media Specialist
  2. 2. Agenda • Social Media Network landscape • Why your business needs to be on Social Media? • Best Practices on Organic and Paid reach • How and what to measure on Social Media? • Social Media platform integration for app developers.
  3. 3. Social Media Network Landscape
  4. 4. Why your business needs to be on 
 Social Media? • Brand building 
 Create brand awareness and build identity • Engage with your customer 
 Keep top of mind in your customers and influence buying behaviours • Obtain customer insights
 Provides true insights of your customer which allow you to carve out relevant marketing strategy • Deliver real-time customer service
 Delight your customers with quick help
  5. 5. Things To Consider Before Leaping Into 
 Social Media • What do you want to get out from social media and how will you measure success? ROI? Brand building? Lead generation? • Research and choose the right social media networks. Find out where your customers or potential customers are. • Do you have internal resources • i) for content creation, planning and scheduling? • ii) to manage your brands on all social media networks? • iii) community management? • What will you do when there is a PR crisis?
  6. 6. Best Practices on Organic and Paid reach 
 on Social Media Network
  7. 7. What are Organic and Paid Distributions? • Organic distribution is when your content were shown to people through unpaid channel, • example: Facebook Page, Twitter account • Paid distribution is when your content were shown to people through paid channel • example: Facebook Ads, Twitter Sponsored ads
  8. 8. Facebook Pages • Allow brands to build a community of people (fans) who wants to hear from and engage with them • Brands communicate with customers on the page thru page posts and vice-versa • Brands can distribute marketing messages directly to fans and get real-time engagement • Actions such as Like, Comment or Sharing on page posts creates a story on friend of friend’s newsfeed, generating viral and organic views
  9. 9. Social Media Content Best Practices • How to increase organic engagement? • post original and relevant contents • be authenthic, use your brand’s personality when posting • target your content to the relevant demography • keep a content calendar, when and what to post with clear KPIs • keep it short and sweet (140 char) • photos get most engagement than video and text (varies by culture and country) • respond to comments, engage with your fans • posting frequencies: 1x per day on Facebook, multiple (varies by social netculture and country) • use maximum of 2 Hashtags per tweet on Twitter • Test and optimise your social media content strategy
  10. 10. Facebook Posts 
 Best Practices
  11. 11. Facebook Posts 
 Best Practices
  12. 12. Facebook Ads • Advantages: • Massive audience 
 >1 billion MAU WW, 1.5m - 2m MAU in Myanmar • Targeting
 Demographic, interest, behavioural, • Mobile placement
 65% of MM FB users access FB using Mobile only • Advanced targeting
 Custom Audience, Look-alike audience, Custom Audience for Website
  13. 13. Facebook Ads
  14. 14. Facebook Ads • When to use which ad types? • Create awareness or communicating • Page Post Engagement • Event Responses • Building fan base • Page Likes • Drive website traffic • Clicks to Website • Conversions • Website Conversions • App Installs • Drive foot traffic to store • Offer claims
  15. 15. Facebook Ads 
 Best Practices • Campaign Planning • Set your campaign objective and KPIs for measurement • Pick targeting details: Age, location, interest • Create different set of contents and creative to target different set of demography: age group (teens, young adults, mature) and interests • Select placement: Desktop News Feed, Mobile News Feed, Right Hand Side • Content: Be creative and refresh ad copy and images regularly. • Test, analyse and optimize!
  16. 16. How to measure Social Media success? • Regardless of channel, your Social Media KPIs should be aligned with your business goals. • If your business goal is to increase sales by X% in 2014, your content and ads should be designed with that in mind. Number of fans, engagement, retweets, followers are not business goals. • Social Network like Facebook and Google provides brands with tools to track leads and conversions which you can use to attribute your social media effort back to sales. • There are also 3rd party platform that brands can engage to track KPIs across social media networks. i.e. Hootsuite Media • Leverage Facebook Preferred Marketing Developers’s technology to help you manage and optimise your social media activities. 
 www.facebook-pmdcenter.com
  17. 17. Social Media Platform Integration for 
 App Developers • Social Media networks offer developers with tools to integrate their apps with the platform, whether it’s to login to a site/app, interact with other users using shared information or to communicate with followers. • Facebook Developers: developers.facebook.com • Twitter Developers: dev.twitter.com/ • Advantages of integration • Get access to a huge distribution channel instantly, i.e. a billion users on Facebook • Quickly build out your app without having to reinvent the wheel, i.e. Facebook Login and Payment solutions • Personalise your app according to Facebook users’ shared information i.e. interest, check-in location, name,
  18. 18. Case-Study: Zynga • Launched FarmVille in 2009, reaching 10 millions daily active users within 6 weeks. • As of early January 2013, Zynga games had over 265 millions MAUs • According to the BBC, "figures suggest 80 percent of Zynga's revenue comes from Facebook users.” Source: Wikipedia
  19. 19. Case-Study: tripadvisor.com • TripAdvisor mapped out multiple ways to maximise Facebook integration, a strategy that has yielded great results: Facebook users generate 27% higher engagement. • Facebook Login: • Once a person logs in, they experience a unique, personalised view of a destination with friends’ ratings, check-ins, likes, reviews, and etc. • Facebook users contribute 2X the amount of content than those not connected Source: Facebook Developers

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