SOCIAL MEDIA SOCIAL MEDIA MARKETINGMARKETING

What is social media?What is social media?

Social mediaSocial media are media for social interaction, using highly  are media for social interaction, using highly accessible communication techniques. accessible communication techniques.

Social media is the use of web-based and mobile technologies Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue.to turn communication into interactive dialogue.

It is also defined as "a group of Internet-based applications that It is also defined as "a group of Internet-based applications that

build on the ideological and technological foundations of Web build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user-generated 2.0, which allows the creation and exchange of user-generated content.“content.“

   Businesses also refer to social media as consumer-generated Businesses also refer to social media as consumer-generated

media (CGM). media (CGM).

Social Media MarketingSocial Media Marketing

Social media marketing refers to the process of gaining website traffic or attention through social media sites.

Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks.

A corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself. 

Hence, this form of marketing is driven by word-of-mouth, meaning it results in earned media rather than paid media.

TwitterTwitterFacebookFacebookLinkedInLinkedInYoutubeYoutube

Top 4 Social Media Top 4 Social Media

Social networking websites and blogsSocial networking websites and blogs

These allow individuals to interact with one another and build relationships.

When companies join the social channels, consumers can interact with them. Through social networking sites, companies can interact with individual followers.

This personal interaction can instill a feeling of loyalty into followers and potential customers. Also, by choosing whom to follow on these sites, products can reach a very narrow target audience.

Social networking sites also include a vast amount of information about what products and services prospective clients might be interested in.

Through the use of new SemanticAnalysis technologies, marketers can detect buying signals, such as content shared by people and questions posted online. Understanding of buying signals can help sales people target relevant prospects and marketers run micro-targeted campaigns.

How Facebook boosts How Facebook boosts business?business?

Builds awarenessBuilds awareness Distributes informationDistributes information Creates communityCreates community Low cost customer serviceLow cost customer service Boosts salesBoosts sales

Social media measurementSocial media measurement It is an active monitoring of social media channels for information It is an active monitoring of social media channels for information

about a company or organization, usually tracking of various social about a company or organization, usually tracking of various social media content such as blogs, news sites, micro-blogs such media content such as blogs, news sites, micro-blogs such as Twitter, and user-generated content in general as a way to as Twitter, and user-generated content in general as a way to determine the volume and sentiment of online conversation about determine the volume and sentiment of online conversation about a brand or topic.a brand or topic.

Social media monitoring allow users to find insights into a brands' Social media monitoring allow users to find insights into a brands' overall visibility on social media, measure the impact of overall visibility on social media, measure the impact of campaigns, identify opportunities for engagement, assess campaigns, identify opportunities for engagement, assess competitor activity and share of voice, and be alerted to competitor activity and share of voice, and be alerted to impending crises.impending crises.

It can also provide valuable information about emerging trends It can also provide valuable information about emerging trends

and what consumers and clients think about specific topics, brands and what consumers and clients think about specific topics, brands or products.or products.

Several different providers have created tools to facilitate the Several different providers have created tools to facilitate the monitoring of a variety of social media channels from blogging to monitoring of a variety of social media channels from blogging to internet video to internet forums. internet video to internet forums.

The most three most trusted forms of advertising are:  The most three most trusted forms of advertising are:  Recommendations from people I know - 90%Recommendations from people I know - 90%Consumer opinions posted online - 70%Consumer opinions posted online - 70%Branded websites - 70%Branded websites - 70%

What Social Media has done is make the traditional two-way word of What Social Media has done is make the traditional two-way word of mouth marketing accessible and available to everyone with a computer mouth marketing accessible and available to everyone with a computer (or phone). (or phone).             FROM THIS   FROM THIS                                                                               TO THISTO THIS

    

Word-of-Mouth Goes Word-of-Mouth Goes VirtualVirtual

Why Social Media Marketing is Why Social Media Marketing is DifferentDifferent

Some of the best social Some of the best social media campaignsmedia campaigns

CADBURYCADBURY

One of its most interesting social One of its most interesting social campaigns was to celebrate the campaigns was to celebrate the brand reaching 1m Facebook fans. brand reaching 1m Facebook fans. Cadbury realised that despite Cadbury realised that despite having so many fans, only 16% of having so many fans, only 16% of them ever saw content that the them ever saw content that the brand posted on Facebook.brand posted on Facebook.

The challenge was to increase the The challenge was to increase the engagement among its fans, as engagement among its fans, as well as reaching friends of fans and well as reaching friends of fans and the wider Facebook community. To the wider Facebook community. To test what content users would test what content users would engage with, Cadbury decided to engage with, Cadbury decided to build a giant Facebook ‘like’ thumb build a giant Facebook ‘like’ thumb out of pieces of Dairy Milk.out of pieces of Dairy Milk.  

HeinekenHeineken

Never one to endorse brands Never one to endorse brands shamelessly chasing Facebook shamelessly chasing Facebook ‘likes’, I was in two minds ‘likes’, I was in two minds whether to include this campaign whether to include this campaign on the list.on the list.

However Heineken went beyond However Heineken went beyond the usual the usual “like us and we’ll “like us and we’ll give you a discount”give you a discount” tactic tactic employed by many brands and employed by many brands and instead offered to blow up one instead offered to blow up one green balloon in its office for green balloon in its office for every new 'like' it got on its every new 'like' it got on its Brazilian fan page.Brazilian fan page.

Heineken even personalised the Heineken even personalised the campaign by reading out the campaign by reading out the names of some of the users on names of some of the users on YouTube.YouTube.

The Seven Myths of Social The Seven Myths of Social Media MarketingMedia Marketing

1.1. Social Media is Just a FadSocial Media is Just a Fad

2.2. Social Media is Just for the YoungSocial Media is Just for the Young

3.3. There is No Return in Social Media MarketingThere is No Return in Social Media Marketing

4.4. Social Media Marketing isn’t Right for This Social Media Marketing isn’t Right for This BusinessBusiness

5.5. Social Media Marketing is NewSocial Media Marketing is New

6.6. Social Media Marketing is Too Time-Social Media Marketing is Too Time-ConsumingConsuming

7.7. Social Media is FreeSocial Media is Free

Social media marketing Social media marketing mishapsmishaps

Social media marketing provides organizations with a way Social media marketing provides organizations with a way to connect with their customers. However, organizations to connect with their customers. However, organizations must protect their information as well as closely watch must protect their information as well as closely watch comments and concerns on the social media they use.comments and concerns on the social media they use.

  The top three social media incidents an organization faced The top three social media incidents an organization faced

during the previous years included employees sharing too during the previous years included employees sharing too much information in public forums, loss or exposure of much information in public forums, loss or exposure of confidential information, and increased exposure to confidential information, and increased exposure to litigation.litigation.

Due to the viral nature of the internet, a mistake by a single Due to the viral nature of the internet, a mistake by a single

employee has in some cases shown to result in devastating employee has in some cases shown to result in devastating

consequences for organizationsconsequences for organizations..

What Does A Social Media What Does A Social Media Strategist Do?Strategist Do?

• Work closely with your already existing marketing staff to understand Work closely with your already existing marketing staff to understand marketing strategy and goals.marketing strategy and goals.

• Research the most appropriate social media channels for your business. Research the most appropriate social media channels for your business.

• Help you set up your accounts.Help you set up your accounts.

• Train internal staff how to manage those accounts using the tools.Train internal staff how to manage those accounts using the tools.

• Develop metrics and institute tracking devices to gauge return on Develop metrics and institute tracking devices to gauge return on investment.investment.

• Advise on how to deliver promotional content and campaigns through the Advise on how to deliver promotional content and campaigns through the channels.channels.

Monitor changes in social media technology, channels, and tools and Monitor changes in social media technology, channels, and tools and make adjustments and provide training. make adjustments and provide training.

THANK THANK YOU !!!!!YOU !!!!!