2. • Posting on Social Profiles
– Create 1st time customers
– Increase customer loyalty
• Followers
• SEO value
• Paid Advertising
• Reputation Management (Conversing)
– Social media monitoring (your tweets this week)
– Social media listening
Social Media Activities
4. • Rapidly evolving
– In both execution and platform
• Important that your overall strategy is a part of your
larger business context.
• Then tactics evolve/change as needed.
Social Media Planning
5. 1. Determine the objective
2. Choose the platform/s
3. Plan & create the content
4. Distribute and promote content
5. Measure success
Creating a Social Media Plan
6. 1. Building brand equity
• Increasing positive associations with the brand.
• Reaching new potential customers
• Could also include a “thought leadership” objective
– i.e. being the go-to company/person in a market for a specific area of
expertise
• More positive means more likely to purchase
– Emotional (Coke) vs Rational (University)
2. Inducing additional purchase from existing followers/clients
• Direct purchases
• Specific products
Step 1. Overall Objectives
7. – The original “named” drinks campaign
– What do you think the objectives were?
#shareacoke campaign
8. • You have finite resources – so you must be strategic.
• What platforms are your target market on? Balanced
with how much time and money you want to spend.
2. Choosing a Platform
9. 1st time customers…they probably don’t follow
you already – so how will they see your posts?
With Instagram you could use a combination of
paid promoted and influencers.
A lot can also be done with Facebook. The
ability to share can get your brand out there.
2. Choosing a Platform: Objectives?
10. Customer Loyalty…if you have a strong
following or customer base already – then you
have a great way of interacting with them.
Snapchat and Instagram are good for use in the
UAE here.
Any examples you can think of?
2. Choosing a Platform: Objectives?
11. Advertising…so so many options here.
The best social ad platform is Facebook
(Instagram) – let’s take a look:
Dubai Mall
Virgin Megastore
Careem
Hult International Business School
2. Choosing a Platform: Objectives?
12. • What was social media originally for?
• People aren’t looking for advertising…so content needs
to more than just outbound ads on social media.
• What content have you engaged with?
3. Content on Social Media
13. 1. Original (including repurposed)
2. User-generated
– Expands content pool
– Personalizes connection
3. Co-Created with other brands
4. Curated (reposts, retweets)
Mix of Content
15. • The content format matters as well
• Video content is currently “in”
– TikTok, etc.
– https://techcrunch.com/2020/02/17/leveraging-tiktok-for-
growth/
• Infographics are also popular and get shared a lot.
• Format should fit both your objectives and the target
audience.
Format of Content
16.
17. • Humor
• Newsjacking
• Deals/Discounts
• Contests/Draws
• Useful ideas/practices
• Insider knowledge
• Product updates
• News from an icon (e.g. Elon Musk)
• Training
• Community
Types of social content
18. • Ride on the back of a major story that is trending at
the moment
• Basically stealing hype
• E.g. Game of Thrones & IKEA
NewsJacking
https://www.marketingweek.com/2017/08/21
/ikea-talks-game-of-thrones-viral-success/
22. • Plan out the month/week
• Maximise your content
• Use a scheduling app e.g. Hootsuite, Sprinklr
Timing of Content
23. • Two real streams for this:
– A) Attract followers to your accounts
– B) Try and get re-shared/posted etc by your followers to get
to new people.
4. Distribute & Promote Your Content
24. • Like, Follow, Subscribe etc
1. Link to socials on your website – with a call-to-action
2. Contests/drawings
3. In-person
4. Events
5. Advertising
Attracting Followers
26. • Provide high-quality, timely, unique, and relevant information.
• Create entertaining content.
• Offer competitions.
• Appeal to altruism.
• Make an exclusive offer.
• Reward influentials and fans.
• Incentivize group behavior.
How Do Companies Entice Engagement?
30. 1. You're trying to do every platform.
2. You are broadcasting sales pitches instead of building relationships.
3. You don’t have a plan.
4. You're trying to do it all yourself - and run your business.
4 reasons your social media might not be working:
Original (including repurposed)
User-generated (better in short campaigns for a reason than ongoing)
Co-Created with other brands to combine the reach of the two. Co-posted usually.
Curated (reposts, retweets)
