Social media là gì? Làm thế nào để hiểu được người dùng trên Social networks. Các làm một kế hoạch social media. Bài giảng của Charlie Trần - Account Director của Admeta Communication & Advertising

1. Social Media
Marketing
A GLIMPSE OF NETWORKS, AUDIENCES & CONTENT STRATEGY

2. Agenda
 What is Social Networks?
 What is Social Media Marketing?
 Who are we talking to? How to understand them?
 How we communicate with the targeted audiences?
 Detailed template of a social media marketing plan

3. What is Social Network?
“Social media are computer-mediated technologies that facilitate the creation
and sharing of information, ideas, career interests and other forms of
expression via virtual communities and social networking services”
- Jan Kietzmann - [Social media? Get serious! Understanding the functional
building blocks of social media]

4. Seriously, what are they again?
Hey I’m eating donut
and I’m horny

5. What is Social Media Marketing?
“Social media marketing is the use of social media platforms and websites to
promote a product or service” - Philipp A. Rauschnabe
We use social media marketing to:
- Increase brand awareness
- Attract more traffic
- Convert more customers
- Support Search Engine Optimization
- Support customers at a better quality

6. The importance of understanding your
audiences
 Target audiences analysis will enable you to:
 Find & target only the audience that might interested in & purchase your
product/service
 Personalize the content to attract your audiences with less effort
 Develop long-term relationships with your customers by solving their problems
through continuous communication
 Reduce cost of advertising
 Increase competitiveness by targeting specific people

7. Define the target audiences
 Demographics
 Age
 Gender
 Income
 Location
 Occupation
 Level of Education
 Marital Status
 Religion
 Race
 Ethnicity
 Sexual Orientation
 Psychographics
 Interest
 Activities/Hobbies
 Attitudes/Opinions

8. Tools to help you
Facebook Audience Insights

9. Tools to help you
Facebook Page Insights

10. Tools to help you
Instagram Insights

11. Tools to help you
Linkedin Analytics

12. Classify the target audience
 Followers: Who like you and take time to listen to you
 Influencers: Whose opinions can influence the decision makers
 Decision makers: Who make the decision to buy (on behalf of a family or
for themselves)
 Users/Customers: Who are using your products/services

13. Classify the target audience
Followers
Influencers
Decision Makers
Users

14. Create personas
 Personas: Fictional, generalized representations of real people.
 By grouping people into persona categories, it's much easier for marketers,
product designers, salespeople, and services people to tailor their content,
messaging, product development, and services to different groups of
people.

15. Create personas
https://www.hubspot.com/make-my-persona

16. Identify your audience’s pain points
 Knowing pain points of the people you are reaching out to and trying to
solve them is the most important element in the whole story
 One of the biggest mistakes you can do here is to concentrate only on the
pain points your product/service solves

17. An example – a good fitness gym
What your service can solve
 Weight problems
 No access to fitness equipment
 Poor eating habits
What are the actual pain points
 Lack of confidence
 Not enough motivation to make a
change
 Poor time organization skills that
leave them with little to no time to
work on their body

18. How to communicate with your
audiences

19. The content matrix
"I do not regard advertising
as entertainment or an art
form, but as a medium of
information. When I write
an advertisement, I don’t
want you to tell me that
you find it ‘creative.’ I want
you to find it so interesting
that you buy the product."
— David Ogilvy

20. How to find the topics
https://answerthepublic.com/

21. Example

22. The detailed templates of a social
media plan

23. Checklist
1. Establish Goals
2. Social Media Audit
3. Establish Your Target Audience
4. Competitive Analysis
5. Establish Brand Voice & Tone
6. Build Your Social Media Content Strategy
7. Social Media Marketing Measurement

24. Step 1:
Establish Goals

25. Understand Why You’re On Social
Media
Knowing what you want to achieve on social media is the first step toward
success. Identify business objectives social media can help you achieve. Then,
list social objectives that support those goals.
Business Objectives Social Objectives

26. Establish Specific Goals
Goal Deadline
Describe the challenges you face, why your goals are important, and how
you intend to achieve them …

27. Step 2:
Social Media Audit

28. 3-Step Social Media Audit
Which social media networks are we on? List them:
List abandoned accounts to remove (if any):
List duplicate accounts to merge (if any):

29. Social Media Account Inventory
Network URL Active?
(Y/N)
Fan/Followe
r #
Notes

30. Step 3:
Establish Your Target Audience

31. Build Personas (Slide 1 of 2)
Persona Name:
Job Title:
Age:
Gender:
Income Level:
Location:
Interests & Hobbies:

32. Build Personas (Slide 2 of 2)
Challenges & Aspirations:
Favorite Blogs & News Sources:
Persona Summary
[Insert one or two paragraph character summary here. How would your target
customer or audience member describe themselves?]
 Customer Quote
 [Insert a real quote from a real customer that represents something your persona
might say]

33. Step 4:
Competitive Analysis

34. Competitive Inventory
Competitor Name URL Notes

35. Top Ten Competitor Analysis
(Fans/Followers)
Competit
r
Facebook Twitter LinkedIn Google+ Pinterest

36. How Can You Out-Do Your
Competition?
What We Can Do Better
 List what you can do better than your
competition
What We Can Do Differently
 List what you can do differently than
you competition

37. Step 5:
Establish Brand Voice & Tone

38. Brand Voice
Description
Social Media Tag Line (3 words to
describe your social brand voice):
[INSERT ADJECTIVE 1]
[INSERT ADJECTIVE 2]
[INSERT ADJECTIVE 3]
Social Media Mission Statement:
[INSERT YOUR BRAND] creates social
content to [INSERT BENEFIT] for [INSERT
AUDIENCE].
Describe your brand’s voice and
personality here:

39. Step 6:
Social Media Content Strategy

40. Content Curation Source List
Trusted Content Sources
List trusted sources you’ll share content from …
Source Name Source URL

41. What Social Media Content Will We
Create?
Content Types We Will Create:
List here ….
Content Types We Will Curate:
List here ...

42. What Purpose Will Our Content Serve?
Original Content
[ ] Entertain
[ ] Inform
[ ] Promote products/services
[ ] Promote content (blog posts, ebooks,
landing pages, etc).
[ ] Promote partners
[ ] Promote contests
Curated Content
[ ] Entertain
[ ] Inform
[ ] Promote products/services
[ ] Promote content (blog posts, ebooks,
landing pages, etc).
[ ] Promote partners
[ ] Promote contests

43. Social Media Posting Frequency
Network Posts Per Day Posts Per Week
Facebook
Twitter
Google+
Pinterest
LinkedIn
Instagram

44. Social Media Calendar Strategy
List upcoming events, product
launches, and important dates to add
to your content calendar:
[ ]
[ ]
[ ]
[ ]
[ ]
[ ]
[ ]
[ ]
[ ]
Our content calendar will include:
[Insert %] Original Content (Informative)
[Insert %] Original Content (Promotional)
[Insert %] Curated Content

45. Step 7:
Social Media
Marketing Measurement

46. Choose Which Metrics To Monitor
Facebook
[ ] Likes
[ ] Shares
[ ] Comments
[ ] Clicks
[ ] Engagement Rate
[ ] Referral Traffic
[ ] Video Views
[ ] Conversions
Instagram
[ ] Follower Count
[ ] Likes
[ ] Comments
[ ] Referral Traffic
Twitter
[ ] Likes
[ ] Retweets
[ ] Replies
[ ] Referral Traffic
[ ] Conversions
Pinterest
[ ] Repins
[ ] Referral Traffic
[ ] Conversions
LinkedIn
[ ] Likes
[ ] Comments
[ ] Replies
[ ] Referrals
[ ] Conversions
Google+
[ ] Followers
[ ] +1’s
[ ] Referrals
[ ] Conversions
[ ] Comments
[ ] Shares

47. Measurement Checklists
Key Metrics (list): [ ] Configured Google Analytics to track
social media traffic and conversions
[ ] Configured other third-party social
media analytics tools
[ ]

48. 90-Day Progress
Network Page Likes /
Followers
% Growth Referral
Traffic
Conversions
Facebook
Twitter
LinkedIn
Google+
Pinterest
Instagram

49. Notes & Findings
What went well with our strategy?
What went wrong with our strategy?
How can we improve our strategy?

50. Thank you for not
falling sleep
GOOD NEWS, OUR SESSION ENDS HERE