discover - equinet academy · •most youthful social network ... •cannot easily share posts...
TRANSCRIPT
DISCOVER
Learning Outcome: Discover
Current Social Media Situation
What you’ll be learning
• Basics of Social Media –
Blog, Facebook, Instagram,
• Describe your target
customers on social media
• Study and learn from
competitors
Basics
What is a Blog?A. Content Management System
(CMS) like Blogger, Wordpress, Tumblr, or Typepad
B. An online diary by teens and youths
C. Lifestyle content written by influencers
D. A page on your corporate website with updated articles
E. Useful to tap SEO and Social Media
What is your answer? (you can choose more than one)
Parts of Blog Post
Headline, Date, Image, Social Shares
Text Details, Hooks, and Facts
Formatting With Sub Headers
Conclusion and Comments
What are the Pros of Blogs?
• Create your brand voice
• Provide value to potential customers
• Embed multi-media (videos, photos, audio infographics)
• Drive Call To Action (CTA)
• Tap on SEO and organic traffic
• Create shareable content for social media
• Less competition –most DON’T blog
• Evergreen articles continually attract traffic
What are the Cons of Blogs?
• Writing is NOT easy
• Time and resources needed
• Slow burn strategy to see results
• Creative ideas needed
• Indirect way of marketing
• Need to know BOTH SEO and SMM
• Google Analytics knowledge needed
Basics
How Many People Are On Facebook?
A. 100 million
B. 500 million
C. 1.71 billion
D. Over 2.2 billion
E. 7.6 billion
What do People NOT Use Facebook for?
A. Connect with friends
B. Be entertained
C. Be updated on the news
D. Connect with a brand
E. Look for a job
F. Complaint about companies
G. Share photos
H. File their taxes
Personal, Group or Page?
https://www.perfectbalancemarketing.com/advanced-facebook-training/
Navigating Facebook Page
What are the Pros of Facebook?
• Huge network > 2.2 billion users
• Easy to use and update
• Most viral social platform
• FREE and easy analytics
• Targeted advertising options
• Highly interactive and engaging
• Good way to deliver customer service
• Social proof snowballs campaign
• Multiple media formats – text, photos, videos, apps
What are the Cons of Facebook?
• High-touch → time and resources
• Building organic fans takes time
• “Pay to play” as organic reach
• Fans demand quick responses
• Need for customer service policies
• Lots of spam!
• Constantly shifting algo -> aggro!
• Tonnes of fake profiles and pages
• Lower conversion rates (for sales)
Basics
Profile Name (30 chars)Describe who you are in a clear and compelling way.
Instagram NickYour main identity. Your nick or handle, i.e. @instagram
Bio (max 150 characters)Highlight achievements, include Call To Action.
Unique URLOnly clickable link. Drive traffic to specific page
Latest PostsThe latest posts on your Instagram profile
PhotoUsually your logo, profile pic or something describing you.
Which Industries Work Well on Instagram?
A. Accounting
B. Precision Engineering
C. Haute Couture Fashion
D. Chemical Products
E. Bakeries
F. Bodybuilding
G. Automotives
Food
Fashion Bridal & Wedding Services
Photography
Arts & HandicraftsTravel
Theme Parks & Museums
Fitness & Health
Lifestyle
Great for businesses with a strong visual and aesthetic element
What are the Pros of Instagram?
• Great for visually attractive brands
• “Show not tell” businesses
• Most youthful social network
• Fastest growing social channel
• Mobile first makes it attractive
• Easy to connect via #hashtags
• Location tagging improves search
• Can respond in real time • Great for brand
awareness• Most engaging in terms
of likes per post
What are the Cons of Instagram?
• Cannot easily share posts
• May not reach B2B clients
• effective for older demographic groups
• Not as effective in generating web clicks
• Need to use a mobile to post images/ videos (unless you use app)
• Not suitable for long-form text content
• Less effective for lead generation or conversion
Basics
Cool LinkedIn Facts
41% of Millionaires use LinkedIn
40% of users check LinkedIn daily
Sources: https://www.cnbc.com/2014/07/18/millionaires-prefer-facebook-over-twitter.html#.http://www.mediabistro.com/alltwitter/social-activity_b45692https://www.inc.com/janine-popick/3-reasons-linkedin-needs-to-be-a-huge-part-of-your-marketing-strategy-in-2016.htmlhttps://foundationinc.co/lab/b2b-marketing-linkedin-stats/
Average CEO has 930 LinkedIn Connections
61 million LinkedIn users are senior level influencers
40 million are in decision-making positions
LinkedIn is the #1 channel B2B marketers use to distribute content at 94%
Navigating LinkedIn (DEMO)
What Content Should You Share?
Text Post Article Image/s Video
PROS • Great for
storytelling
• Include links
(remove preview)
• Best engagement
• Longer-form
content
• Can embed
more links
• Can include
multi-media
• Good for
relationship
building
• Showcase
achievements
• Good for
sharing tips
• Build thought
leadership
CONS • Less features
compared to
article
• Limit 1,300
characters
• Lower
organic
engagement
• More effort
needed
• Good for likes
• Less
comments
• More
challenging
• Watch your
audio
What are the Pros of LinkedIn?
• LinkedIn profiles and pages are SEO friendly
• Easy to set up• Great for networking with
other professionals• Good for researching
customers and competitors• Establish credibility and
thought leadership
• Lots of features in free account
• LinkedIn analytics available for individuals
• Most CEOs and senior leaders
• News Feed shows Likes and Comments – greater virality
• Suitable for B2B lead generation
What are the Cons of LinkedIn?
• Lots of spammy folks
• Initial set-up is painstaking
• Premium accounts are more expensive
• LinkedIn advertising is costly
• B2C marketing can be challenging here
• Skewed to tech, HR, marketing and finance
• Direct selling is frowned upon
• Better for professionals (P2P) than companies
• Smaller companies get less traction
Class Discussion
Assume you are a T-shirt seller producing customized T-shirts. Which social media channel will you use to promote your business?
a) Blogb) Facebook c) Instagramd) LinkedIn
Why would you use them?
5 mins
Describe Your Customers on
Social Media
Have you watched this movie?
• Who are your primary customers?
Building Customer Profile
• What are their online behaviours?
• How do you trigger their interest?
• What solutions can you provide?
Demographics – B2C
• Household Income• Employment Status• Education• Ethnicity and Religion
• Age• Gender• Marital Status• Family Size• Location http://www.recyclesm.com/target.htm
Demographics – B2B
• Company Revenue• Stage of Company• Value of Purchase• Location/Region
• Buyers Demographics• Procurement Process• Type of Industry• Company Size
http://www.recyclesm.com/target.htm
• Values and Beliefs
• Interests (especially related brands)
• Opinions on issues
• Attitudes
• Behaviours (Social or Lone Wolves?)
• Culture (individual + Corporate)
Psychographics
http://www.grantcolib.info/zinio-service-upgrade/
What Are Their Online Behaviours?
What do your customers use online channels for?
What they are searching for? (Intent)
• Google Trends (http://trends.google.com)
• SEMRush for volume (http://www.semrush.com)
What do they share? (Buzz)
• BuzzSumo (http://www.buzzsumo.com)
• Epictions Epicbeat(https://epicenter.epictions.com/epicbeat/)
Online Tools You Can Use
Google Trends Example
SEMRush Keywords “Where to Shop in Singapore”
BuzzSumo using “SMRT” (2017)
Types of Product/ Services
• Frequency of Purchases
• Distribution Channels
• Costs of Purchases
• Order Value
• Individual or Group
• Loyalty/ Memberships
Purchase Behaviours
Who are Your Competitors?
Which brands do your customers look for?
Pain Points & Solutions
What are their major pain points and how can your product/brand solve them?
What are they concerned about?
• Quora
• Forums (eg KiasuParents, Hardware Zone)
• Google Reviews
• Facebook Reviews/ Comments
• Customer Feedback
Online Tools You Can Use
Google Reviews for “AMK Hub”
Facebook Reviews for “AMK Hub”
https://www.facebook.com/AMK-Hub-215118886799/reviews/
Exercise
Craft a Customer Avatar foryour business.
30 mins
Demographics
Psychographics
Online Behaviours
- Search keywords
- Social Media Topics
Purchase Pattern
- Frequency- Seasonality
- Channels
Pain Points & Solutions
Study and Learn From Your
Competitors
Benefits of Analysing Competitors
❖ Learn best practices
❖ “Steal” their topics and keywords
❖ Set more realistic benchmarks
❖ Determine appropriate social channels to
invest time, money and energy
❖ Evaluate what worked – and what didn’t
Content is adapted from 6D Global’sSource: http://www.6dglobal.com/blogs/how-conduct-social-media-competitive-analysis-2013-01-31
Identify Your Competitors
Type your industry
or product
category name
into
Google/search
engines. Also see
the search ads
that emerge.
Identify Your Competitors
Check out blog posts or listings that highlight the top brands
in specific industries (eg Socialbakers)
http://www.socialbakers.com/
Study The Way They Set UP and Post
❖ Brand Voice
❖ Content Types
❖ Created vs Curated
Posts
❖ Frequency
❖ Contests
❖ Promotions
http://www.yackyack.co.uk/product/seo-competitor-research/
Determine Their Fan to Follower Ratio
Source: http://www.6dglobal.com/blogs/how-conduct-social-media-competitive-analysis-2013-01-31
Measure Their Engagement Rate with Fans
Which Brand fared better?
Source: http://www.6dglobal.com/blogs/how-conduct-social-media-competitive-analysis-2013-01-31
Measure Their Engagement Rate with Fans
Which Brand fared better now?
Source: http://www.6dglobal.com/blogs/how-conduct-social-media-competitive-analysis-2013-01-31
Month-over-Month Percentage Growth
Find these figures from each Brand’s Feed
Tabulate
Source: http://www.6dglobal.com/blogs/how-conduct-social-media-competitive-analysis-2013-01-31
Evaluate Competitors Using Likalyzer.com
Evaluate Competitors Using Likalyzer.com
Do a Side-by-Side Social Media Benchmark
https://www.socialbakers.com/
Exercise
Use the tools and techniques aboveCompare against your chief competitor
Share insights with class
10 mins
