This document discusses social media marketing. It defines social media as forms of electronic communication used to exchange information between communities. Various social media platforms are described, including social networking sites like Facebook and Twitter, bookmarking sites like Pinterest, social news sites, and blogs/microblogs. The document outlines how to develop an effective social media marketing plan, including setting goals, targeting audiences, developing strategies, producing content, implementing the plan, and monitoring/measuring results. The overall goal of social media marketing is to engage audiences and spread messages through interaction and sharing on social platforms.

1. SOCIAL MEDIA MARKETING
DAVID FOURMAN

2. SOCIAL MEDIA MARKETING
WHAT IS SOCIAL MEDIA?
▸ Social media is a collective of different forms of electronic
communication. These forms of communication create
communities in which they exchange information, ideas,
messages, and other content.

3. SOCIAL MEDIA MARKETING
SOCIAL MEDIA PLATFORMS
▸ Many of us are familiar with the various platforms in which
we use social media. But did you know they are defined
differently in how they are used?
▸ From social networking sites to microblogs, there is a wide
variety of social media platforms. Let us discuss the
differences between these platforms.

4. SOCIAL MEDIA MARKETING
SOCIAL-NETWORKING SITES
▸ We interface with social networks via a website. These are
known as social-networking sites. Facebook and Twitter
are widely known social-networking sites that also have a
unique take on how we communicate with one another.
▸ Not all social-networking sites are used in the same way,
making marketing on the various platforms different.

5. SOCIAL MEDIA MARKETING
THE DIFFERENT PLATFORMS
▸ Bookmarking is the ability to save, organize, and manage
links/images from around the internet. Pinterest is one of
the major bookmarking social-networking sites on the
internet. As the demographic of sites such as Pinterest are
used primarily by women, marketing on Pinterest can help
pinpoint a select market of women for your product or
service.

6. SOCIAL MEDIA MARKETING
THE DIFFERENT PLATFORMS CONTINUED
▸ Social news is a community driven aggregation of news or links
from around the internet. The community decides what they like
and don’t like by a voting system. Marketing on these social
news sites can prove difficult if the audience is not interested.
▸ Blogs and microblogs are similar in how messages are
received. Blogs are usually about a certain topic and result in
discussion about that topic. Microblogging such as Twitter is a
quicker form of blogging that can change topics in an instant.
These forms of blogging can increase the reach to consumers
making it a great source for marketing.

7. SOCIAL MEDIA MARKETING
SOCIAL MEDIA AND MARKETING. A GOOD MIX?
▸ Social media is a rapidly growing network. Studies have
shown that consumers are interested in connecting and
building relationships with brands on social media.
▸ The numbers don’t lie. There is an estimated 4 billion
mobile device users that access social media. Twitter, one
of the major players contains an active 300 million user
base.

8. SOCIAL MEDIA MARKETING
SOCIAL MEDIA MARKETING
▸ Social media marketing is seen as a conversation with
potential customers that if successful can lead to
engagement and the possibility of going viral.
▸ There are three essential features to social media marketing.
▸ It can create buzz which carries the marketing message.
▸ A way to engage customers or fans in conversations.
▸ The customer becomes a promoter of your brand/
product.

9. SOCIAL MEDIA MARKETING
SOCIAL MEDIA MARKETING PLAN
▸ Social media marketing like many forms of marketing require a plan to be effective.
▸ A summary of who, what, when, where, how, and why of the plan to answer why
the plan should be adopted.
▸ What will the social media marketing effort address? Have a brief overview of
the overall market conditions and the current position of the company on social
media.
▸ Analyze what platforms the competition is using and how they are using those
platforms.
▸ And lastly, the goals and strategies of the plan while also focusing on the target
audience and budget. Monitoring, measuring, and managing the campaign is
essential as well.

10. SOCIAL MEDIA MARKETING
GOALS OF SOCIAL MEDIA MARKETING
▸ The goal of SMM is to actively participate with the
audience in conveying a message. More often than not the
audience creates its own message which entails a form of
interactivity.
▸ There are six basic phases in the cycle of SMM. From
setting goals to monitoring the SMM campaign. Let us go
through them.

11. Monitor & Measure
Implement Plan
Produce Content Develop Strategies
Target Audience
Set Goals
CYCLE OF SOCIAL MEDIA MARKETING

12. SOCIAL MEDIA MARKETING
SETTING GOALS
▸ Goals such as:
▸ Creating or building brand awareness
▸ Reaching new customers
▸ Strengthening relationships with existing customers
▸ Once goals are established, marketers are able to develop
strategies and choose the right platforms for their
messages.

13. SOCIAL MEDIA MARKETING
TARGETING THE AUDIENCE
▸ You should be asking “Who are we trying to reach?” - this
underlying question is involved in all marketing efforts and
even more so in social media marketing.
▸ Gathering information is vital to targeting your audience.
From demographics, what the group wants/needs, and
which products will meet those wants and needs.
▸ To develop the best strategies there should be an
understanding of the target audience.

14. SOCIAL MEDIA MARKETING
DEVELOP STRATEGIES
▸ Once targeting is out of the way there is a need to develop a
strategy in how you engage the targeted audience in
conversation.
▸ Determine what social media platforms to use to engage the
audience.
▸ Find a staff member or influencer to participate in those
engagements.
▸ Make a streamlined approach to locating and participating in
the conversation.

15. SOCIAL MEDIA MARKETING
PRODUCE CONTENT
▸ Create and distribute relevant and targeted material to attract and
engage the audience.
▸ Content should contain:
▸ A strong brand focus
▸ Focus on the audience
▸ Use targeted keywords that contain relevant information
▸ Use imagery to create a share worthy store.
▸ Promotions

16. SOCIAL MEDIA MARKETING
IMPLEMENT THE PLAN
▸ Since social media is a 24/7 form of communication there
needs to be a timeline that includes the managing,
monitoring, and measuring the success of the plan.
▸ As social media platforms add up in numbers there is a
need for software to manage the various accounts. The
special software can help schedule messages, track
mentions of your brand, and analyze social traffic.

17. SOCIAL MEDIA MARKETING
MONITOR AND MEASURE
▸ Managing and monitoring the effort of social media
marketing can rapidly change as information can change
and consumers response may shift.
▸ Being able to monitor the needs and wants of the
customers can help make adjustments to the social media
marketing plan and the product offerings.
▸ Measuring the failure of previous strategies and the
drawbacks of various social media platforms and tools
while not losing sight of the overall goal.