Theory is very important in regards to social media marketing and analytics. These slides are from a guest lecture which looks at social media for marketing - theoretical overview.

1. Social Media for
Marketing: Theoretical
Overview
Wasim Ahmed (BA, MSc)
@was3210
CEO Sonic Social Media
wahmed1@Sheffield.ac.uk
Guest Lecture INF6003 E-Business and E-Commerce

2. About me
• Third Year PhD student in the Health Informatics
Research Group, Information School, University of
Sheffield
• Advise and work with a number of social media
monitoring and analytics organisations
• Worked on a number of industry marketing projects

3. About me
• CEO of Sonic Social Media
• Worked with SMEs as well as multi-million turn over
organisations

4. Learning Outcomes
• Develop knowledge of the different types
of online marketing
• Better understand the different social
media platforms which can be used for
marketing
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5. Learning Outcomes
• Gain knowledge on theoretical aspects of
social media marketing
• Understand how brands have used social
media for marketing purposes
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6. Recommended Reading
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7. Theory is important
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• Doing social media marketing without a
theoretical basis is risky
• Good to have clear objectives, targets,
and measurable outcomes

8. • Many organisations including small and
medium-sized enterprises (SMEs) have
social media channels
• Important to know key concepts for
anyone considering starting a business
• Valuable skill for within the workforce
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Importance of social media
marketing

9. Online Marketing
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Online marketing can include
1. Social Media Marketing
2. Search Engine Optimisation (SEO)
3. Search Engine Marketing
4. Content Marketing
5. Pay Per Click Advertising
6. Affiliate Marketing
7. Email Marketing

10. Social Media Marketing
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• This lecture focuses on social media
marketing which is a branch of online
marketing
• Social media marketing is where attention
of consumers is gained via social media
websites such as Twitter and Facebook

11. Most popular social media
platforms?
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12. Social Media Platforms
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0
200
400
600
800
1000
1200
1400
1600
1800
2000
Number of Million Monthly Active Users

13. Social Media Platforms
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• Facebook (1.871 billion monthly active users)
• YouTube (1 billion monthly active users)
• Instagram (600 million monthly active users)
• Twitter (317 million monthly active users)
• Pinterest (150 million monthly active users)

14. Two types of social media
marketing
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• Type 1 = Social Media listening where
businesses monitor consumer comments to be
utilised for market intelligence.
• Information is provided in almost real-time as
opposed to surveys or interviews. For example
kit launches for Premier League football clubs

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16. Two types of social media
marketing
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• Type 2 = Content generation on social media
platforms including hypertargeting where
specific clusters of users are targeted
• Social media platforms allow businesses to
target users as well as influencers based on
age, gender, location, interests, and personality
insights among others

17. Interesting fact – proportion of
lurkers is high
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19. Social Media Marketing Concepts
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• The Buyer Persona
• SMART Objectives
• Digital Business Maturity Model
• AIDA Model for Content Generation
• Content Sharing Schedules

20. The Buyer Persona
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• Buyer personas are useful as they allow us to
consider the desires of brand buyers and
users
• Places a personal and human story around a
consumer and helps to provide a focus for
defining the types of marketing content that may
be required

21. The Buyer Persona
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• Who – a short bio of our ideal customer
alongside their responsibilities as a citizen
• What – Description of the buyers primary and
secondary goals
• Where – Description of where the buyer spends
their time both online and offline
• Content - Description of the types of content
your persona prefers

22. The Buyer Persona
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• Channels – types of online platforms the buyer
prefers to use (LinkedIn vs. Facebook)
• Trust touch points – identifying where you can
deliver content where you can create trust in
your brand
• Pain touch points – Identifying potential
objections to the content shared by your brand
and/or the channels that you use e.g. Vegan
Health Store

23. The Buyer Persona
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24. Importance of a Blog
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25. Importance of a Blog
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26. Important to set objectives
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• Build Brand
• Create New Products
• Drive Customer Satisfaction
• Increase Word of Mouth Recommendations
• Generate Leads
• Managing Reputation
• Integrated Marketing, Public Relations and Advertising

27. SMART Objectives
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• Objectives for social media content generation should
be:
• Specific – clear as well as detailed, rather than vague
• Measurable –to find out if objective is working
• Attainable – objective that is possible
• Realistic – objective that is sensible & not overestimated
• Timely – objective may be linked to specific time frame

28. Examples of SMART Objectives
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• Increase the number of unique visitors to our website by
a factor of 5 over the next 5 months
• Increase the rate of blog subscribers by 20% percent in
6 months by adding new social media channels
• Increase Facebook fans by X%

29. Examples of SMART Objectives
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• Increase Facebook fans by 30% in 8 weeks
• Increase Twitter mentions by 300 percent in six months
• Increase the number of interactions that we receive on
Facebook by five each week for next 5 weeks

30. Digital Business Maturity Model
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31. Digital Business Maturity Model
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• Level 0 – Non Digital, ‘traditional’ business
• Level 1 – Presence
• Level 2 – ‘E’ engagement
(Majority of businesses in L1 and L2)
• Level 3 – Integral
• Level 4 – The future

32. AIDA Model for Content
Generation
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• Attention – create attention for your brand
measure via tracking no. of visitors, impressions,
pages visited, and average duration of visit.
• Interest – spark interest in products and
services through producing content which is
engaging. Measure by amount of engagement,
interactions, and re-shares

33. AIDA Model for Content
Generation
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• Desire – Generate desire to purchase products
& services through positive third party reviews &
special offers. Measure success by looking at
number of new subscribers, followers &
repeated visitors
• Action – Move buyer persona to complete
desired activity on website e.g. make purchase

34. Content Sharing Schedule
See https://blog.bufferapp.com/schedule-
social-media-content-plan
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35. Case Study 1 – Air Asia
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• Air Asia created a competition which
purported to give away a free flight with
302 of a users friends to fly with them from
Australia to Malaysia
• Objective to increase word of mouth
recommendations

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37. Results
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• The amount of flights were doubled
• Facebook fan base grew by 30%
• PR was generated which was worth 1.5
million
• 2 million people were reached

38. Case study 2
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• Avaya (technology company) used social
listening to monitor how users would
discuss their brand
• Used this information to tailor content and
reply to users. Found that by active
listening they were able to identify possible
sales opportunities

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• Avaya’s social media team saw and
replied to this tweet:
• “shoretel or avaya? Time for a new phone
system very soon”
• They replied and closed a $250,000 sale
Results

40. Case study 3
• DHL Africa found over 65,000 Twitter
influencers in 45 countries in the build up
to the Rugby World Cup 2015.
• Campaign hashtag #AfricaAsOne had
secured a reach of 1,200,750,000, with an
advertising value equivalent of
£12,112,867.
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41. Social Media For Brand
Management
• Consumers may wish to be kept up to date
and informed during a potential crisis
• Consumers may react negatively if regular
updates are not received. See case of
Sony PlayStation as compared to Toyota
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42. Sony PlayStation Network
• In mid-April 2011 the Playstation Network
was suddenly shut down without
explanation
• Frustrations spread through Twitter as
gamers around the world voiced their
annoyance at not being able to access
their online games
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43. Sony PlayStation Network
• The lack of regular updates and
information from Sony served to incense
users
• Users struggled to determine what was
fact and what was rumour on Twitter
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44. Sony PlayStation Network
• Lapse in communication was
incomprehensive to consumers
• Lack of regular updates and information
only served to incense users further
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45. • “I think It is pretty disgusting that Sony have waiting 7
days to tell users that their Credit Card details may have
been compromised”.
• “I bet the hacker will get emails out quicker than Sony!”
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Sony PlayStation Network

46. Toyota
• Toyota had to recall a number of its cars in
2009 & 2010 due to serious safety faulty
which resulted in the deaths of over 50
people
• Unlike Sony - they immediately went into
Damage Control
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47. • As soon as the recall crisis start getting
media attention Toyota quickly put
together an ‘Online Newsroom’ and a
‘Social Media Strategy Team’ to
coordinate all the media releases
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Toyota

48. Toyota
• While there was still anger and negative
viewpoints shared through social media
services,
• Company was able to minimise their
impact by eliminating confusion and
keeping the consumer base regularly
informed of developments
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49. Summary
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https://www.youtube.com/watch?v=--s2sfm9JkI

50. Conclusion
• This lecture is part 1 of a 2 part lecture
and looked at some of the theoretical
aspects of social media marketing
• The next lecture will look at some
practical tools that can be used for social
listening and audience targeting
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51. Questions?
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