This presentation teaches about how business can thrive through social media marketing

1. SOCIAL MEDIA
MARKETING
MR. NDYABAKIIRA MUBARAKAH (MMW)

2. INTRODUCTION
By the end of this presentation, you’ll be able to understand;
Social media marketing guide definitions
Core pillars of social media marketing
Different types of social media marketing
Popular Platforms
Tips to grow and engage your audience on social media
How to build a social media marketing strategy
Social media marketing tools

3. How to do social media marketing?
• Times are changing. There’s more to social media marketing than posting on
Facebook and Twitter a few times a day. If you want to build your brand, engage
your prospects, and increase sales, it takes time and work.
• You need to stand out from a plethora of competitors, social media noise, and even
compete with influencers, celebrities, and other big names.
• You need a brilliant social media strategy.
• Often, like with any innovative marketing, you’ll find that you have to step away
from traditional social media platforms—and continuously find new ways of
reaching your target customers.
• The popularity of TikTok highlights the importance of keeping up-to-date with the
ever-changing digital world, as to not miss out on key opportunities.

4. Social Media Marketing Guide Definitions
• Here are some common terms you need to know when developing your social
media marketing strategy.
Content
Content is whatever you post on social media. It can be a Facebook status
update, a video on Instagram, a Tweet, and so on.
Content comes in many different forms, and you need to tailor it to each
platform. What’s even more important than content, though, is context.

5. Context
Gary Vaynerchuk said, “Content is king, but context is God.”
For instance, you might have a great joke, but if you place it somewhere inside a
3,000-word blog post, very few people are likely to see it. On Twitter, however,
that same joke as a tweet might crush it.
Plus, anyone can get in on the fun. When looking at the most retweeted, funniest
Tweets ever, we can see even the CIA sees the value in using social media to
create some positive buzz.

6. Hashtags
By now, you probably know that hashtags are a very common tool that people
use to add meta information on almost all social media channels. Twitter,
Facebook, Instagram, and Pinterest all use hashtags to let you describe the topic
of your content or mark it as part of current trends.
They make your content easy for users to discover and therefore more likely that
they’ll share it.

7. Shares
Shares are the currency of the social media world.
When people engage and interact with your content, that’s good. But when they
share it, that is the time to celebrate.
A great social media tool to measure shares and the overall impact of content is
BuzzSumo.
The more shares, the more people love your content. Shares are the best form of
engagement that people can have.

8. Engagement
This is a general term referring to how people interact with the content that you
produce. It can be a like, a reaction, a comment, or a share. All of these are
good, but the shares are where it’s at.
Now that we’ve covered some social media definitions, let’s take a look at the
core pillars of social media.

9. Core Pillars of Social Media Marketing
There’s no doubt about it: these days, your business needs to be on social media,
and you should concentrate at least some of your marketing efforts (and budget)
on your social media strategy.
With 4.48 billion people owning social media accounts, there’s a whole world of
potential customers that any business can access, simply by logging in and
creating brilliant content.
Brands like BooHoo, Depop, and Chipotle excel at social media, and there’s one
simple reason: they integrate the core pillars of social media marketing.

10. There are five main pillars. Let’s talk through them one by one.
1. Strategy
A sound social media marketing strategy is the backbone of your social media presence. Without a
strategy, you’re wasting time, unlikely to achieve your goals, and will most likely struggle to reach
your target audience.
In case you’re not sure, a content strategy consists of getting the “Right content, to the right people, at
the right time.”
In its most basic terms, a content strategy helps you achieve your business goals by enabling you to:
• create valuable content
• drive engagement
• increase conversions
A good social media marketing strategy has clear goals, specific plans to reach those goals, and must
be measurable.
Finally, you need to set benchmarks to see how things are going and whether you need to change
your approach.

11. 2. Planning and Publish
Social media is a powerful tool, but you can’t just go out there and start
publishing content without a plan behind it.
When you’re planning content make sure that you:
• Know your audience: You need to know the demographic of your audience in
order to connect with them.
• Focus on quality: The quality of content is just as important as the quantity.
• Consider your brand: Keeping in line with your brand values is crucial.
• When it comes to publishing, there is one golden rule: consistency. A regular
publishing schedule keeps people coming back for more.

12. 3. Listening and Engagement
Plan your content and above all, actually engage with your audience.
Your feedback might not always be positive; but, if you don’t make changes, neither will the
tone of your responses.
Listening and engagement are all part of a successful digital transformation, especially if you’re
going to enhance the overall customer experience.
It’s also worth mentioning that social listening isn’t just about customer experience. It can allow
you to:
• pick up on new trends
• identify new streams of income
• gain industry insights
• find influencers in your niche
• Need some assistance to get started with social listening? Hootsuite has a free introductory
tool for measuring key terms and hashtags.

13. 4. Analytics
The success of any social media marketing campaign depends on analytics for tracking and collecting data. Without this
information, you can’t:
• understand user behavior
• refine your strategy
• find which platform works best for your brand
• discover the best times to post
• analyze your competitors
Once you have all this, you’ll know with certainty what works and what doesn’t. That way you can spend more time on what
does, and waste less. In turn, analytics will inform the decisions that you make for future campaigns—and highly influence the
success rate.
Similarly, A/B testing is great for determining what content, design, CTA, etc. work best.
If you’ve been noticing certain types of content receiving double the engagement than other posts, play on that.
For example, if you’re a small business, your followers are most likely going to be family and friends who will love the personal
insight and celebratory posts because they care about you and your successes.
Producing high-quality content that your audience isn’t interested in will mean that engagement levels tank. You need to work on
making sure your posts appear in people’s feeds before you start feeding through those insightful industry blogs.

14. 5. Advertising
For anyone looking for an audience, social media advertising is worth exploring. With approximately 2.89 billion
active monthly users on Facebook alone, that’s an incredible amount of prospects.
The three main types of social media advertising are:
• Organic: Content that picks up views naturally and you don’t pay for.
• Paid: Content that an organization sponsors and therefore costs money to post.
• Earned: Content that has been given freely in the form of shares, likes, and comments.
There are several ways you can advertise on social media. For example, you can:
• Create content: This includes posts and videos.
• Promote content: Create posts that are promoted/sponsored.
• Engage with people: Get active in groups related to your industry, interact with influencers in your industry,
etc.
• Grow a following: Get people in your industry to follow your brand by creating and sharing content that
appeals to them.
• Get downloads: Offer PDFs, white papers, PowerPoints, videos, podcasts, etc. on your social channels and
profiles.
Additionally, if you aim to enhance your brand recognition, build loyalty, and increase conversion rates,
advertising could be the way to go.

15. Aside from these main pillars, you should also:
• ensure you focus your content on a specific niche or demographic
• build quality connections with influencers, brands, and customers you can
build relationships with
• add value with your content and comments
Finally, ensure you’re accessible on social media so your customers know they
can reach out to you. Don’t just wait for feedback. Invite it!

16. Different Types of Social Media Marketing
Aside from the likes of Facebook, Twitter, and Instagram, social media marketing takes many different forms,
such as:
• content marketing/content creating
• advertising/sponsorship
• influencer marketing
• social media management/community management
• paid media
• building your following
• contributing to forums
• reviews
If you’re serious about growing your brand, don’t just focus on the large sites with a vast audience. Although
they’re an obvious place to start, look for different, more creative ways to engage your prospects and develop
leads.
Also, while you’re exploring some of these other methods, find which content works best for each channel to
optimize your results.

17. POPULAR PLATFORMS

18. FACEBOOK
Facebook is the biggest social media platform. It offers marketers some of the robust most data
and the most precisely targeted ads.
Facebook Ads walks you through the process, so even the newest social media marketers may
be able to succeed on the platform.
Facebook Business Manager
If you want to advertise on Facebook, the first thing you need to know about is the Facebook
Business Suite tool.
You can think of this as a hub for managing your advertisements, pages, inboxes, and people.
It’s free and quite simple to use.
Simply go to the landing page for the Facebook Business and create an account. You need to
already have a Facebook account for it to let you in.
Once you log in you’ll see your Business Suite dashboard.
This tool is an absolute must for anyone who’s serious about advertising and marketing on
Facebook. It will give you a single place to worry about your marketing performance rather than
having to jump from tab to tab.

19. Facebook Advertising Options
The first thing you’ll get to choose when creating a Facebook advertising campaign is the goal
of your campaign.
Do you want to drive traffic to your website, drive conversions, promote your Facebook Page,
get engagement on your post, or something else?
Just select the one you want.
You can fully customize your audience via the ad manager link in the target audience popup
(which shows up when you’ve chosen your goal), or you can use their simple suggestions:
Finally, you’ll be able to select the devices you want to target and where you want your ads to
show up.
Facebook recommends using auto ad placement, but if you disagree, you can just as easily
decide where you want your ads to go and what device you want them to target.
Many social media platforms make all these decisions for you. But Facebook puts you in the
driver’s seat because they know you’ll likely do the best job of finding your ideal customers.
You, after all, know your target market best.
Want to make the most of Facebook’s marketing features? Here’s a quick rundown on how to
dominate

20. Understanding Facebook’s Lookalike Audiences
Facebook allows you to create lookalike audiences or smart audiences. They use the data from
people who have previously engaged with your ads or page and create an audience they think is
best.
Social media marketing - setting facebook ad audience details
That means that if you have an audience that is performing remarkably, you can create a similar
audience that should also perform well.
Instagram Integration
Did you know that when you create an ad on Facebook, you can also run that ad on Instagram
by clicking a single button?
That’s right. It takes you no extra work.
You can click the Instagram ad placement button and select “Feed,” “Stories,” or both.
Social media marketing facebook to instagram ads
If your ad is highly visual, you might want to consider using this automatic integration. It will
expand your reach with no extra work.

21. Facebook Live
People love Facebook live.
There’s just something about live video that makes it more appealing.
Maybe it’s the chance that people will mess up. Maybe it’s the transparency.
Maybe it makes us feel more connected.
Whatever the reasons, the fact is the same: People enjoy live video at least as
much as they do traditional videos.
Users watch live videos for 27 percent longer than they do pre-recorded ones.
In other words, live video might be well worth your marketing time and money
on Facebook.

22. INSTAGRAM
Instagram is and was always about pictures, and its video function is pretty
popular too. Out of all of the big networks, Instagram has the highest
engagement rate.
You can also release short or long-form videos and share Instagram stories. Both
formats do well for brands.
Tools like InVideo can help you create and edit professional videos that increase
engagement and reach more people.
Social media marketing Instagram InVideo editor
But, if I were to start a new Instagram account from scratch, I’d focus mostly on
pictures.

23. YOUTUBE
This social network has changed the way we consume video since it has made it easy (streaming is super fast)
and free, and it gives us a way to express our opinions instantly (thanks to comments).
Almost 5 billion videos are watched on YouTube every single day.
YouTube has spawned entire industries and kickstarted thousands of careers.
For marketers, it’s a great way to share long-form content with your audience, especially if they’re not avid
readers. For example, you could turn your blog posts into video tutorials.
Pro tip: Use other social media channels to drive your followers to YouTube by giving excerpts, snippets, and
previews of your videos. The little, bite-sized teasers will spark curiosity and make people want to see the whole
thing.
There is no limit to how long your videos can be, and people have published entire courses in the form of a
single, three-hour video.
If you’re trying to be funny, you should be funny on all channels. It doesn’t make sense for your brand with a
blog about PPC advertising to suddenly make animal jokes on YouTube. You’d be better off teaching some of
your strategies on video.
Don’t overcomplicate this. You don’t need high-quality recording equipment or fancy editing. The chances are
good that you are a few steps ahead of most people in your niche, so just get in front of your webcam and start
teaching.

24. LINKEDIN
LinkedIn’s growth never exploded as much as Facebook’s, but they’ve been around for
18 years and have grown to over 774+ million members.
On LinkedIn, it’s all about being professional. The casual writing style that’s used on
some blogs doesn’t work as well on LinkedIn. People are there for one thing only:
business.
They want to learn about what’s new in their industries, who’s hiring, who’s firing, and
how to optimize their performance at work.
A SlideShare about baking muffins won’t do nearly as well as an in-depth company
presentation from a tech conference.
If your content helps people expand their networks or conduct business in a better way,
it has a place on LinkedIn. If not, you might want to focus on other channels first.

25. SNAPCHAT
Snapchat has 293 million daily active users. While the majority of those are women (about 61
percent), men on the platform have one thing in common: they’re young. In fact, 69 percent of
teens use Snapchat.
Since all images and videos disappear after 10 seconds max, content on the platform is fleeting
and short-lived.
Naturally, it makes sense to provide content around that same theme.
For example, you could give your audience access to a live event. If you’re giving a talk at a
conference, take a few snaps when you’re on stage and share them with your followers.
Let your audience behind the scenes. Show them the happy hour on Friday at the office, the IPO
party, and even how you act when you’re alone at home.
You could show them your practice run of the speech, how you screwed up your makeup, or
what a cool car picked you up from the airport.
Snapchat marketing is all about sharing those precious moments that we all have so few of in
life, so make sure that you use it for just that.

26. PINTEREST
Pinterest is the number one social media platform for marketers who want to target women. 60 percent of their
monthly active users are female.
You can think of Pinterest as a giant digital scrapbook. Due to the nature of the pinboards, Pinterest is also one of
the only platforms where images look best when you display them vertically. Keep in mind that your pics need
special formatting to look good on Pinterest.
Between their closed launch in 2010 and 2012, you needed an invitation to get on the platform, so it’s only been
open to the public for five years. Nevertheless, the leads you acquire from Pinterest are high-quality.
Influencer Marketing on Pinterest
Since Pinterest allows users to market within whatever niché they like, influencers flock to the platform like
hotcakes at IHOP.
Since you’re a marketer within a specific niché, you can use those influencers to advertise your product to their
existing audiences.
Growing your own audience takes a ton of time. And maybe, just maybe, you don’t have a ton of time.
In that case, influencer marketing may be your answer.

27. TIKTOK
TikTok, a Chinese video-sharing app, first launched in 2016. Unlike other social media apps with humble roots in basements or
dorm rooms, the company is the result of two different apps merging. Today, the app has more than 800 million active users
around the globe.
TikTok users share short video clips of themselves dancing, lip-syncing, or sharing thoughts about politics and social justice
matters. The app stands out due to the number of interactive features, such as filters, music, and editing capabilities that allow
users to be incredibly creative.
TikTok Marketing
Why consider marketing on this highly popular video app? For starters, competition is low. Most businesses aren’t bothering
with it yet — and ads are still quite affordable.
TikTok Marketing Videos
The most straightforward way to market on TikTok is by creating exciting content related to your brand.
For example, you could create short how-to videos about topics related to your brand. Use a keyword research tool like
Ubersuggest to find topics your audience cares about, and then create short, snappy videos for TikTok.
You could also use the fun style of TikTok to introduce your team members, show off your headquarters, or highlight the
features of a new product. Consider using the platform’s interactive elements, such as polls.

28. QUORA
Quora is unique from other social media platforms as it’s strictly based on the questions and answers.
Now, you might think “People ask questions and get answers on Facebook and Twitter all the time. Why use
Quora?”
Two reasons:
• The answers on other sites are sometimes not answers at all, personal stories, and, far too often, just plain
mean.
• People on Quora can establish authority without having to explain their qualifications over and over.
For instance, on Facebook, someone in a cat group may ask how to fix a mistake they made while cutting their
own hair. While some folks may give kind, helpful responses, chances are they’ll also get a lot of rude answers
about their “poor decision-making skills.”
While answers like that on Quora aren’t unheard of, the questions are more likely to be taken seriously and, at
times, answered by true experts whose credentials are shown next to their names rather than hidden in their
comments.
People have built entire platforms from answering questions on Quora, and some answers boast more than 1
million views.

29. How to Build a Social Media Marketing Strategy?
A social media marketing strategy is critical for any business looking to get the most out of its online presence.
The best way to create a successful social media strategy is to focus on the following factors:
• target audience
• content
• engagement
• social channels
Many companies are trying to reach their target demographic through social media. This is a way to build a brand, increase customer loyalty and
generate word-of-mouth marketing.
There is no one right strategy for everyone. The first step is to find out where your target audience is hanging out on social media and what they are
interested in. The next step is to figure out the best times of day or week for you to post on these platforms if you want maximum visibility and
engagement with your content.
Finally, make sure you are consistent with your posts and don’t stop posting just because it feels like you aren’t getting any likes or comments, it
will come!
Additionally, you should:
• Set goals and work toward them.
• Understand your audience and their individual wants and needs.
• Decide reach metrics to track. These will depend on your aims. For example, if you’re looking for engagement, track
impressions.
• Create content that gets clicks. That means sharing inspiring content, news stories, answering questions, and posting at the
optimum times.
• Assess and update your strategy as needed.

30. Social Media Marketing Tools
Most businesses could benefit from a social media presence, but many business owners lack the time. The
solution?
• Social media tools.
These tools are an essential part of digital marketing, allowing users to measure the performance of their posts,
create and publish content, engage with customers on social media, and much more.
They come in three main categories: social media management, social advertising, and content creation.
Posting platforms: These tools help you automate publishing on various platforms like Facebook, Instagram,
and LinkedIn. Some of them also provide scheduling features. Popular tools includeAgorapulse, Buffer, and
SproutSocial.
Content creation and curation: These tools help you create content like videos, slideshows, or GIFs for
Facebook or Twitter posts in minutes. ContentStudio, Drum Up, and Content Gems are just some of the sites out
there.
Social advertising: This includes Facebook and Twitter Ads that allow you to promote your content to specific
audiences.
There’s also a host of social media management tools to help with publishing, scheduling posts, monitoring, and
competitive analysis to simplify things further. Think about the aforementioned Hootsuite or SocialPilot.
Additionally, there’s one extra player when it comes to social media marketing tools: people. If you’re doing
research because you don’t have an in-house marketer (or you are one and you’re struggling), there’s no shame in
getting help. Marketing agencies around the world are great tools for content creation, scheduling, strategizing,
and consulting services.

31. CONCLUSION
You now have an overview of the 11 most important social media platforms.
But that’s just the tip of the iceberg.
Figure out where your target audience is and get active on that platform with
your best advertising and content marketing strategies.
You now know how each platform got to where it’s at, what the context of each
channel suggests that you do, and you know how to come up with good content
for each of them.
Will you change your social media branding strategy?