This document discusses social media marketing. It defines social media and social media marketing, provides a brief history of social media marketing, and lists key facts and principles of social media marketing. Examples are given of how Zaatar w Zeit, a Lebanese restaurant, used social media marketing successfully on Facebook to increase brand awareness, engage customers, and launch new products. Their Facebook page interactions and contests helped increase fans by 400% and recruit new participants.
2. Outline
Glossary
What is Social Media?
What is Social Media Marketing?
History of social media marketing
Facts and Numbers
12 social media principles
Why using social media marketing
Social media Mis-usage
Examples
References
3. Glossary
Social media,
social media marketing,
facebook
twitter,
linkedIn,
Outbound marketing,
Inbound marketing
4. What is social media
Social Instrument
of communication
Instrument of
communication
like a newspaper
and a radio
Social
Social Media
5. What is social media
Media Social Media
Web and mobile
Interactive
technologies
dialogue
6. What is social media marketing
The way to use technology to build
relationships, drive repeat business and attract
new customers through friends sharing with
friends
By utilizing the social aspect of the web, social
media marketing is able to connect and
interact on a much more personalized and
dynamic level than through traditional
marketing.
Example:
8. History of marketing
New technologies
continues to emerge
Earning the attention of and become adopted by
1400-1900: making yourself
prospects, 1929-1949: The wide audience
1950-1972:
printed advertising
easy to be found and emergence of Mobile phone gains
Marketing grows up
drawing customers to your new mediums
appears popularity
website by producing Internet became a
content customers value viable tool for
commerce opening the
door for an explosion in
marketing
2003 +: age of
1995- 2002: The 1973-1994: The digital age
INBOUD
Bubble emerges
MARKETING
9. History of marketing
1400-1900: 1929-1949: The 1950-1972:
printed advertising emergence of Marketing grows up
appears new mediums
2003 +: age of
1995- 2002: The 1973-1994: The digital age
INBOUD
Dot-com Bubble emerges
MARKETING
13. 1973-1994
Print advertising
1981-1984: became easier
1973 - Ibm personal
Motorolla computer
mobile - Apple macintosh
phone
TV displaces
newspapers as 2G mobile
the largest ad phones allowing
medium sms messaging
XIT
18. History of marketing
1400-1900: 1929-1949: The 1950-1972:
printed advertising emergence of Marketing grows up
appears new mediums
OUTBOUND
INBOUND MARKETING
MARKETING
2003 +: age of
1995- 2002: The 1973-1994: The digital age
INBOUD
Dot-com Bubble emerges
MARKETING
19. Facts and numbers
Facebook
Facebook is a popular free social networking
website that allows registered users to create
profiles, upload photos and video, send
messages and keep in touch with friends, family
and colleagues
24. Facts and numbers
Twitter
Social networking and microblogging service
that allows you answer the question, "What
are you doing?" by sending short text
messages 140 characters in length, called
"tweets", to your friends, or "followers."
29. Facts and numbers
LinkedIn:
LinkedInis the world’s largest professional
network with over 120 million members and
growing rapidly. LinkedIn connects you to your
trusted contacts and helps you exchange
knowledge, ideas, and opportunities with a
broader network of professionals.
32. Social Media Marketing
principles
Social media
marketing is
changing the
marketing landscape
so fast that
companies are
struggling to adapt
their strategies and
tactics
So what are some
key elements you
need to keep in mind
to market on a social
34. Share
Go Real
Engage
Time
Educate
Listen – Don’t
Sell
Social media Entertai
Show
Marketing n–
Your
Don’t
Passion principles Market
Target
Your Go
Niche Multicha
nnel
Think Give
Like a Infos
Publishe Away
r Think For Free
Multime
dia
35. Why using social media
Social media extends you, your brand, and your relationship with
your customers.
Social media marketing sites are popular and users are active
Social media provides instant feedback.
Social media marketing sites are free
Social media is everywhere.
36. Why using social media
Social media encourages two-way communication.
37. Social media Mis-usage
Here are the biggest missteps when it comes
to using social media as a tool for
progress, plus some advice on how to
overcome them.
43. Examples
Zaatar w Zeit
Zaatar W Zeit is a hip Lebanese baked
wrap concept.
Launched in May of 1999 their first
branch in Sodeco Beirut, to offer a new
spin on this Lebanese favorite to
mankousheh lovers all over Lebanon in
a comfortable and cozy
environment, with a friendly service and
a smile.
The concept rapidly witnessed a huge
success and expanded
massively, opening in
44. Examples
Zaatar w Zeit social media marketing
Zaatar w Zeit turned to Eastline Marketing to create a
Social Media Strategy for new menu items that would
trigger a demand and build an online presence for the
brand.
Eastline Marketing: they deliver accurate and
comprehensive services in the domain of Social
Media Marketing, Search Engine Optimization, Paid
Search Marketing, Online Advertising, e-PR will allow
you to attain your set sales and communication
objectives.
45. Examples
Zaatar w Zeit social media marketing goal:
Increase brand awareness
Remain top of mind
Build an online community that engage
consumers with brand
Familiarize consumers to new products
Launch new products
46. Examples
Zaatar w Zeit social media
marketing solution
Eastline Marketing
launched promotional
campaigns for each of the
newly added items, along
with a continuous brand
awareness campaign.
Creation of the Facebook
FanPage
Eastline Marketing also
developed a fun contest to
engage consumers and
familiarize them with the
newly launched products.
47. Examples
Zaatar w Zeit social
media marketing
solution
Maintaining a robust
brand presence in social
spaces, such as on
Facebook, giving
consumers a platform to
interact with Zaatar w
Zeit
Starting conversations
with online influencers
56. ZwZ social media marketing
success keys
Right timing when making facebook fanpage
people were all over facebook, uploading
pictures, changing status…
Having an ad on Facebook
People can see it and like the page
Increased the fan numbers
Launching the new menus and new campaigns :
They always have something new to talk about ; something
that interest their clients and keep them loyal -> Facebook
Fans are never bored
57. ZwZ social media marketing
success keys
Zaatar w Zeit Fanpage interacts a lot with its fans
complains and critics about the restaurant
they don’t delete the comments from the fanpage, but they
answer their fans they are very open to any critic or
suggestion, they discuss it with the fans, they try to get as
much information as they can, to improve their service.
Always online, changing statues, and responding immediately
to all the wall posts and messages; this shows their care
towards their clients; and people love this!!
58. ZwZ social media marketing
success keys
The fanpage of Zaatar w Zeit gave them the chance to be in a
one on one relationship with their clients and potential ones of
course; they know what they want and they give it to
them, people feel that they are dealing with a friend that really
cares about them.
59. ZwZ social media marketing results
Increased fans by 400%
Recruited substantial participants / database
marketing in the contest
Customers love having the opportunity to influence the direction of companies, but they’re unlikely to provide valuable ideas without being prompted first. Companies need to start by proactively posting or tweeting questions that ask for customers’ thoughts on specific product ideas, marketing strategies, or anything else relevant. And when people answer you, dig deeper! Turn any initial feedback you get into a conversation, and try to create something real from the dialogue.
Since it’s usually the marketing department that controls a company’s social media activity, it’s not surprising that the majority of information companies share over social media is about their own products or services. The problem is that promotional tweets and Facebook posts don’t generate useful conversations with fans. It’s not all about you! Instead, companies should post fun contests, polls, and questions to let their customers know they value their opinion, and that they have a personality.
Most companies believe they’d be better at social media conversations with customers if they had more people or time to work on it. While this is probably true, the misstep in this situation is neglecting to realize that effective social media engagement doesn’t have to take a lot of time to be effective. In most cases, those managing social channels just need a bit of direction and focus. Often, just getting together with the marketing, product development or customer service departments can help you set a course that’s both manageable and worth the time and effort.
When I speak with companies about the feedback they get from customers over social media, most are overjoyed by the amount of positive comments they receive. Sure, knowing what you’re doing right can be helpful, but companies need more than positive feedback to help drive progress. For more useful feedback, companies should post and tweet questions that are relevant to specific areas the business explores. Feedback in response to the question “What new watch designs should we offer?” will be more valuable than compliments on how sweet your watch bands and face designs already are
Usually the people who monitor social media channels within a company aren’t the same people who make decisions about the direction of the company. This means that many valuable ideas that come in through social channels are never even considered. To fully take advantage of social media as a tool for progress, a system needs to be put in place to make sure the ideas coming from customers over Facebook and Twitter are passed along to the appropriate decision-makers. Communication is essential in order that feedback can actually cause change. Also, once customers realize their ideas are being turned into reality, they’ll be more likely to contribute new ideas again.The good news about social media is that it’s prime real estate for trying out new things and talking to your customers all at once in a way that’s never been possible before.Ever find yourself violating any of these social media faux pas? What have you done to make your communities more vibrant channels for capturing ideas?