Social media marketing uses social media sites to positively influence consumers toward an organization. While social media offers opportunities, some myths exist, including that it is just a fad, for young people only, or provides no return. Effective social media marketing requires understanding target audiences, goals, platforms, content strategy, and metrics. Measuring includes quantitative metrics like engagement and qualitative measures of sentiment. Tools can track key performance indicators to evaluate success.
How to write a marketing and
communications strategy
Bringing together all you’ve learned and all elements of the marketing mix to make a positive impact on
your target audience, here’s a simple accessible guide to creating future campaigns and a communications
strategy.
Best Practices & New Ideas in PR MeasurementTim Marklein
PRSA St. Louis presentation on "Best Practices & New Ideas in PR Measurement" by Tim Marklein, executive VP of measurement and strategy for Weber Shandwick
Measurement and evaluation of media coverage - India - Public RelationsMoses Gomes
This presentation covers the different arguments on media coverage analysis. For a long time the Public relations industry in India has been facing one of the major hurdles on coverage analysis. Here is my perspective on how media coverage can be measured.
How to modernise a public relations agency or communications teamStephen Waddington
This paper tackles the opportunities and challenges for our profession as we face up to modernity and the role of public relations in organisational management leadership.
There is much said at conferences and events, and written on blogs and in traditional media, about the fundamental shifts taking place in the media and the impact on the business of public relations.
These conversations focus on who (practitioners, agencies and communication teams), what (modernise public relations), why (media change and opportunity) and when (now) but very rarely how. This paper explores the how.
It started out as a blog post ahead of speaking opportunities at the World PR Forum in Madrid, and the PRSA International Conference in Washington.
Winning at Social - 4 Steps to Enhance Your Social Media StrategyEvgeny Tsarkov
Winning at Social - 4 Steps to Enhance Your Social Media Strategy (by MarketingCloud)
Победить в социальных медиа - 4 шага к расширению вашей стратегии работы в социальных медиа
Making the case for comms strategy. South West Regional Group: Demonstrating ...CharityComms
Chris Deary, senior editor, Zone
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
The Media represents a critical constituency for business. It must therefore be courted strategically in order to help attain organisational objectives.
Public relations is an essential part of marketing, but if you've never approached or worked with a journalist before, it could be a little intimidating. Where do you start? Who do you reach out to? What should you say?
Thankfully, PR isn't rocket science. But it does take planning and commitment. Because PR coverage is earned, not paid, you have to be extra careful and strategic about who to pitch and how to work with the press.
In 2006, formulated an original public relations campaign within a team of five in response to Starbucks’ request for proposal. I authored interactive visual presentation in which the audience could dictate the direction. It was presented to a panel of judges including members of Waggener Edstrom in Portland, Oregon
How to write a marketing and
communications strategy
Bringing together all you’ve learned and all elements of the marketing mix to make a positive impact on
your target audience, here’s a simple accessible guide to creating future campaigns and a communications
strategy.
Best Practices & New Ideas in PR MeasurementTim Marklein
PRSA St. Louis presentation on "Best Practices & New Ideas in PR Measurement" by Tim Marklein, executive VP of measurement and strategy for Weber Shandwick
Measurement and evaluation of media coverage - India - Public RelationsMoses Gomes
This presentation covers the different arguments on media coverage analysis. For a long time the Public relations industry in India has been facing one of the major hurdles on coverage analysis. Here is my perspective on how media coverage can be measured.
How to modernise a public relations agency or communications teamStephen Waddington
This paper tackles the opportunities and challenges for our profession as we face up to modernity and the role of public relations in organisational management leadership.
There is much said at conferences and events, and written on blogs and in traditional media, about the fundamental shifts taking place in the media and the impact on the business of public relations.
These conversations focus on who (practitioners, agencies and communication teams), what (modernise public relations), why (media change and opportunity) and when (now) but very rarely how. This paper explores the how.
It started out as a blog post ahead of speaking opportunities at the World PR Forum in Madrid, and the PRSA International Conference in Washington.
Winning at Social - 4 Steps to Enhance Your Social Media StrategyEvgeny Tsarkov
Winning at Social - 4 Steps to Enhance Your Social Media Strategy (by MarketingCloud)
Победить в социальных медиа - 4 шага к расширению вашей стратегии работы в социальных медиа
Making the case for comms strategy. South West Regional Group: Demonstrating ...CharityComms
Chris Deary, senior editor, Zone
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
The Media represents a critical constituency for business. It must therefore be courted strategically in order to help attain organisational objectives.
Public relations is an essential part of marketing, but if you've never approached or worked with a journalist before, it could be a little intimidating. Where do you start? Who do you reach out to? What should you say?
Thankfully, PR isn't rocket science. But it does take planning and commitment. Because PR coverage is earned, not paid, you have to be extra careful and strategic about who to pitch and how to work with the press.
In 2006, formulated an original public relations campaign within a team of five in response to Starbucks’ request for proposal. I authored interactive visual presentation in which the audience could dictate the direction. It was presented to a panel of judges including members of Waggener Edstrom in Portland, Oregon
welingkar final year presentation
Special discount for sileshare viewers
https://niraj7005.wooplr.com/search?q=Anarkali
Men & women product
Open below link
https://niraj7005.wooplr.com
For tour
https://www.facebook.com/DestinigoWorld
Tech-Success trains you to be a master of today’s Digital World.
Tech Success coaches both individuals and business to take advantage of the technology within their reach and budget in order to utilize it in the most productive fashion.
Ariel oversees all design, coaching, training, marketing and recruiting of Tech-Success. Ariel has over 20 year experience in marketing, education and coaching which he has begun to implement in Tech-Success leading to 400% ROI.
Monitoring The Social Media Conversation Vocus WebinarJenni Lloyd
Slides associated with the Vocus webinar: 'Monitoring the Social Media Conversation: From Twitter to Facebook' held on 21.7.09.
Listen again here:
http://is.gd/1GwgK
Social Media is not a Side Dish. This presentation for HTCE is specifically aimed at addressing the hurdles that established organisations face when incorporating social media into their marketing mix.
Social media marketing is a branch of digital marketing but independent from others. It includes social media tools like sharing business details, updating users about new things, building followers, increasing shares, and getting likes. With social media advertising, you can take your business to new heights. The popularity achieved on social networks will help achieve high ranks on search engines. To know more visit the link https://www.broadwayinfotech.com/online-marketing/social-media-marketing
We are the professional web design & development company in India
We specialize in providing services like web design & development, mobile application development, graphic design & e-commerce solutions to help start ups & small businesses in creating their brand identity. We market them by offering digital marketing, SEO and social media marketing services.
3. What Is Social Media Marketing?
Social media marketing (SMM) uses social
media portals to positively influence consumers
toward a website, company, brand, product,
service, or a person.
Typically, the end goal of social media marketing
is a “conversion,” such as the purchase of a
product, use of a service, subscription to a
newsletter, registration in an online community,
or some other desirable action in the eyes of the
agency.
4. 7 Myths of Social Media Marketing
1.
2.
3.
4.
Social
Social
There
Social
Media is Just a Fad
Media is Just for the Young
is No Return in Social Media Marketing
Media Marketing isn’t Right for
Government Agencies / Public Sector
5.
6.
Social Media
Social Media
Consuming
Social Media
Marketing is New
Marketing is Too Time-
7. is Free
5. Myth #1: Social Media is Just a Fad
Instead, social media is:
Founded in community, socialization, and
word-of-mouth marketing
Based on a stable premise that people are
social and want to connect with other people
Related to technological evolution that
continues to provide new and attractive means
for people to interact
Rooted in core trends and behaviors in social
media interaction that remain stable over time
7. Myth #2: Social Media is Just for
the Young
Instead, the reality is:
Older users are among the fastest growing
demographics on most social media sites
• YouTube - 18 to 55, evenly divided between
males and females
Facebook - 61% of those 35 to 54 and 48% of
people over 55 have Facebook pages
•
Users span all age and income brackets
Social networks are increasingly being adopted
by older populations
8. Myth #3: There Is No Return In
Social Media Marketing
Instead, social media returns are:
Difficult to measure, and many organizations
do not currently measure their social media
efforts
Measured in a variety of different ways such
as:
Savings in customer service
Online word-of-mouth promotion (buzz)
Improved brand awareness and reputation
Increased brand loyalty
9. Myth #4: Social Media Marketing
Isn’t Right For The Public Sector
Instead, social media marketing:
Is just as relevant to the day-to-day activities
of government agencies and public-serving
organizations
Has a powerful ability to drive word-of-mouth
or recommendations from friends
Influences search as a resource because search
results frequently include social media sites
Even if organizations don’t believe in the value of engaging in
social conversations as a part of marketing, there is no denying
the value of a strong agency or product presence in search
results.
10. Myth #5: Social Media Marketing
is New
Instead, what’s new is:
Technology and media are changing the role
social, behavioral, and economic concepts play
in modern marketing efforts
Conversations are now public, online, and
viewable for the indefinite future
Consumers are already on social sites, talking about
organizations on their Facebook pages, blogs, and
Twitter accounts
Whether an agency choose to acknowledge this or not
is done at its own risk.
11. Myth #6: Social Media is Too
Time-Consuming
Three key ways to limit the time investment in
social media marketing:
1. Look for underutilized employees who can
spend some of their time on social media
marketing
2.Leverage efficiency tools too streamline social
media efforts
3.Use mobile devices to boost efficiency—don’t
tie employees to a desktop computer for
official agency messaging over social media
outlets.
12. Myth #7: Social Media Is Free
While most sites do not have a fee for usage,
costs include:
Time and resources
Fees for producing and creating content
Fees for consultants or agencies involved in
building strategy
13. Why Social Media Marketing is
Different
Traditional Approach Social Media Approach
• Controls content seen
by audience
One-way
communication
• Emphasizes audience
contribution
Two-way
communication
Discussion approach
Trust building
• •
•
•
Domineering approach•
Exclusivity
agreements
•
14. What are the Characteristics of a
Successful Social Media Marketer?
Technical Skills Personal Attributes
• Basic computer skills Personable
Good listening skills
Diverse vocabulary
Strong reading and
comprehension skills
Creativity and passion
Professionalism in
response to negative
comments
Proficiency with
search engines
Proficiency with
navigating the web
Knowledge of coding or
graphic design helpful
•
•
•
•
•
•
•
•
•
15. Careers in Social Media Marketing
Spending on social media is forecast to
expand substantially between 2014 and 2020
Demand for social media marketers is
increasing as we focus more on the strategy
behind social media and devise measurement
approaches
The majority of the jobs in social media are
freelance rather than full-time
The first step toward landing a social media
job is getting involved
17. Confidence in Social Media
Marketing Effectiveness
2014 Content Marketing Trends in North America—Study conducted by Content Marketing Institute
18. Incorporating Social Media Into
Your Marketing Strategy
Are You Ready for Social Media?
Are your targeted stakeholders likely to be online?
Are you ready to handle negativity?
How will you incorporate this into people’s daily jobs?
How will you measure the results?
How long are you willing to give it a try?
What’s your willingness to experiment, take risks and
adjust your plans?
19. Incorporating Social Media Into
Your Marketing Strategy
Parts of a Social Media Strategy
Identify your goals
Identify your target audience
Create a profile or brand
Find the social media that’s right for you
Plan a time frame
Include Search Engine Optimization (SEO)
Measure progress toward goals
21. Incorporating Social Media Into
Your Marketing Strategy
Parts of a Social Media Strategy
Identify Your Target Market
Who are your stakeholders?
What characteristics do they have?
What age group do they come from?
What are their online habits (e.g., completing
forms, chatting, blogging)?
Are they likely to engage with organizations online?
What social media platforms are they using?
22. Incorporating Social Media Into
Your Marketing Strategy
Parts of a Social Media Strategy
Create a Profile or Brand
As you create your online profiles, think about your
screen name and organization’s name and reinforce
branding and name recognition!
Website Domain Name – http://www.nasa.gov
Twitter – http://twitter.com/nasa
Facebook – http://facebook.com/NASA
Instagram – http://instagram.com/NASA
YouTube – http://youtube.com/NASA
23. Incorporating Social Media Into
Your Marketing Strategy
Parts of a Social Media Strategy
Decide on appropriate social media
applications
Which ones are your stakeholders using?
Start with one - Understand it, utilize it effectively
and then expand your online presence
Write good and appropriate content
Build relationships; listen and engage
with your followers
24. Incorporating Social Media Into
Your Marketing Strategy
Parts of a Social Media Strategy
Plan the time frame
Map out a schedule for updating content
Blog posts/Podcasts on Mondays
Posts on Twitter and Facebook at strategic times of day
Consider timezones—When people are getting to the
office on the West Coast (8-9am), East coast lunches
are starting. Post content when people are likely to
see it—don’t make them scroll to find information!
This should be accomplished on a regular basis
Follow the schedule
25. Incorporating Social Media Into
Your Marketing Strategy
Parts of a Social Media Strategy
Develop a content strategy plan
Content should be both useful and usable by
stakeholders
Develop a plan for creating this type of content by
reviewing the full offerings of your agency
Develop a plan for getting the content published
Not as easy as it sounds—who will write, respond?
Publishing or uploading content takes a dedicate
effort on your part
26. Incorporating Social Media Into
Your Marketing Strategy
Parts of a Social Media Strategy
Measure progress toward goals
Did we learn something about our stakeholders
that we didn’t know before?
Did our stakeholders learn something about us?
Were we able to engage our stakeholders in new
conversations?
Were we able to resolve old conversations/issues
that continue to be brought up by stakeholders?
27. Incorporating Social Media Into
Your Marketing Strategy
Parts of a Social Media Strategy
Social networks
Blogs
Microblogging
Wikis
Podcasts
Forums
Online Communities
Multimedia sharing
Social bookmarking
RSS readers
GEO tracking
Recommendations
and reviews
Your social media options are endless and expanding each day, but
where are YOUR stakeholders?
28. Incorporating Social Media Into
Your Marketing Strategy
The conversations are already happening.
Are you ready?
Are you willing to listen?
How will you measure them, your responses,
and your effectiveness?
29. A Brief History of Social Media Metrics
For current purposes social media monitoring is
defined as the process of tracking, measuring, and
evaluating an organization’s social media marketing
initiatives.
The earliest adopters (marketing and public relations
firms) used social media monitoring to detect negative
comments posted to the social web about their clients.
As the social web rapidly grew, the importance of
monitoring and measuring responses also increased.
Eventually, social media monitoring evolved beyond
basic listening into active interaction and measurement.
30. Social Media Measurement
Measurement professionals were unable to even agree
on definitions, let alone how to measure the key
elements of social media marketing.
Less than one out of seven companies measured their
return on investment for social media marketing during
the first two years of implementation.
Measurement is needed because it enables marketers to
assess progress toward achieving marketing goals,
determine how strategies are performing, and make
necessary adjustments.
Social media measurement is the determination of the
volume of content and the sentiment toward a brand
or topic on the social web.
31. How To Measure Social Media
The first step is defining an organization’s
qualitative and quantitative social media goals.
The second step is to choose key performance
indicators (KPIs) that will accurately measure
progress toward those goals.
The third step is to set a baseline or benchmarks,
which will act as standards against which all social
media KPIs are measured.
The final step is to compare an organization’s social
media KPIs to its benchmarks over a period of
time.
32. Quantitative Social Media Measuring
Quantitative social media measuring is a
methodology that focuses on counting the volume of
specific types of content on the social web.
To make quantitative social media metrics useful,
these metrics must be tied to specific marketing goals.
In addition, goals and related KPIs must be
established for each type of social media platform in
order to maximize results.
These measures have begun to shift beyond the
number of likes, fans/followers, shares/retweets to
focusing on conversations generated and actions
prompted that tie into marketing efforts.
33. Qualitative Social Media Measuring
Qualitative social media measuring is the process of
accessing the opinions and beliefs about an agency,
program, service, or product.
Qualitative metrics play a key role in identifying
stakeholder satisfaction and dissatisfaction with the
agency, program, service, or product.
Qualitative measures assess the tenor and emotional
expressions about the agency.
Quantitative and qualitative measurements are not
mutually exclusive - combining the two types of social
media metrics provides a more realistic and accurate
picture of an organization’s progress in achieving its
desired marketing goals
35. KPIs for Measuring Dialog
Share of Voice indicates how an agency stacks
up in comparison with its competitors.
Audience Engagement shows the level of a
company’s engagement in comparison to its
viewership on the social media platform.
Conversation Reach reveals the number of
unique visitors who participate in a specific
brand/issue/topic conversation across one or
more social media channels.
36. KPIs for Measuring Advocacy
Active Advocates measures the number of
individuals generating positive sentiment
over a given time frame.
Advocate Influence indicates the unique
advocate’s influence across one or more social
media channels.
Advocacy Impact measures the direct or
indirect contributions of advocacy on
conversions.
37. KPIs for Measuring Stakeholder Support
Resolution Rate is the percentage of stakeholder
inquiries resolved satisfactorily using social
media channels.
Resolution Time indicates the amount of time
required to produce a human-generated
response to stakeholder issues posed in social
media channels.
Satisfaction Score indicates the relative
satisfaction of stakeholders by dividing positive
stakeholder feedback by all stakeholder feedback.
38. KPIs Measuring for Spurring Innovation
Topic Trends measure key brand/product/
service topics identified by monitoring social
media conversations.
Sentiment Ratio indicates the positive,
neutral, and negative brand mentions about
specific products or services over a given time
period.
Idea Impact measures the rate of interaction,
engagement, and positive sentiment
generated from a new product or service idea.
39. The Net Promoter Score (NPS)
The NPS assumes that every company’s
stakeholders can be divided into three classes:
•
•
•
Promoters - loyal enthusiasts
Passives - satisfied but unenthusiastic customers
Detractors - unhappy customers
The NPS is calculated by taking the percentage
of stakeholders who are Promoters and
subtracting the percentage who are Detractors
An NPS that is above zero indicates a good
customer relation’s rating.
40. Return on Investment
Return on Investment (ROI) is a ratio arrived at by
subtracting expenses from product/program/service
offerings and resources to carry them out and then
dividing the result by the expenses.
For social media marketing efforts, the argument is
made that impact should be the primary goal of social
media marketing—not ROI.
Building brand awareness, perception, and loyalty, as
well as improving stakeholder relationships have a
long-term effect in increased ROI, but they are very
difficult to measure in the short-term.
41. Evaluation
Just measuring the impact of social media activity is
insufficient—measurement only gains meaning
through analysis of trends over time and across
different stakeholder segments.
This analysis will help determine what is successful
for your agency and will drive future social media
efforts.
Sound analysis of social media measurements relies
on collection of the relevant data.
It takes a significant commitment of time and
resources by an organization to evaluate social media
42. Selecting Social Media Monitoring Tools
In March, 2014, there were more than 250 paid and free social
media monitoring tools available.
Depending on the size of your public communications budget
and staff expertise, you may want to consider using an outsider
to help, whether this is a consultant or a vendor.
The process of selecting one for an organization to use can be
aided by determining:
•
•
which metrics to measure and what platforms to cover
which price range an organization can afford
Vendors continue to improve their offerings, and marketers
continue to rely on them to measure performance and justify
expenditures on social media marketing activities
45. Future of Social Media Measurement
Without doubt the rapid pace of advances in social
media monitoring and measurement techniques,
metrics, and tools will continue into the foreseeable
future
As connections between people, posts, comments,
discussions, articles, and reviews expand exponentially,
these linkages capture untold information, which can be
mined for valuable marketing insights.
Improvements in natural language processing and the
“Semantic Web” promise to deliver even more powerful
ways to monitor the social web and help drive future
public communication efforts on social media
platforms.