DM_Social Media Marketing Part 1.pptx full content

digital marketing

1. Digital MARKETING social media Marketing Part 1 Digital Marketing Mentorship by Sudeshna Roy

2. What is social media marketing?

3. “ I use Facebook every day, so I’m good at social media marketing. It’s easy. ”

4. “ I use Facebook every day, so I’m good at social media marketing. It’s easy. ” FALSE

5. Social media marketing is not easy . Often times, it requires an entire team to manage a single social media channel.

6. “ A social media marketing strategy consist of just uploading all your content as posts on Buffer/Hootsuite/Hubspot ”

7. “ A social media marketing strategy consist of just uploading all your content as posts on Buffer/Hootsuite/Hubspot ” FALSE

8. Social media marketing is a hands-on channel . Automation can help, but you should expect to spend a considerable amount of time on it to get meaningful results.

9. “ Companies should hire kids who post the dankest memes on Twitter and know how to use the coolest filters on Instagram stories to run social media for them. ”

10. “ Companies should hire kids who post the dankest memes on Twitter and know how to use the coolest filters on Instagram stories to run social media for them. ” FALSE

11. Being good at social media is not the same as being good at social media marketing . In fact, many social media influencers with thousands of followers struggle to make money.

12. “ A social media marketer’s job is to create content that goes viral on social media. ”

13. “ A social media marketer’s job is to create content that goes viral on social media. ” FALSE

14. Going viral, number of followers, likes, retweets are vanity metrics . Many businesses are incredibly successful at social media marketing without ever going viral or gathering a massive following.

15. In other words, don’t use social media because it’s cool or trendy. Use it because it’s a strategic channel to drive growth .

16. Social media marketing is the process of strategically using social channels to generate meaningful and measurable impact for a business

17. social media Strategy

18. There are 3 core components to any social media strategy.

19. Social Media Monitoring Social Media Content Social Media Conversion

20. Social media monitoring is the process of managing your reputation on social channels that matter to your users and brand

21. Social Media Monitoring Social Media Content Social Media Conversion

22. Social media content is the process of creating, distributing, and magnifying the impact of the content

23. Social Media Monitoring Social Media Content Social Media Conversion

24. Social media conversion is the process of converting users on social channels into traffic, leads, and sales

25. This three-pronged approach should drive social media strategy and applies of any social media channel

26. U se social media to achieve goals at any stage of the funnel

27. Acquire New Visitors (Pixeling) Segment Visitors By Interest Branding Drive Visitors Back to Site Convert Visitors to Leads Convert Leads into Customers Maximize Cart Value Maximize Customer Lifetime Value Reduce Refunds & Churn Generate Referrals

28. U se different social channels for different stages of the funnel

29. social media Channel Selection

30. Think about your consumers. What channels are they on?

31. Largest and most global of all social platforms– most users Content has a longer shelf life compared to other social channels Age skews higher Paid advertising capabilities are more robust compared to other social channels Applicable strategies for any line of business or work Robust Live capabilities

32. Most visual of all platforms Building as a creatively powered channel– stories, live, filters, etc. Most important channel regarding the view of your profile Integration with Facebook can drive paid efficiencies API closed and manual work for brands – driven by their integrity for user-base Influencer network most prominent

33. Fast-paced and bite-sized Limited character count Consumers go to it for customer-service Hashtags have more weight than most other channels Timeliness and chronological nature weighed more heavily than other social channels Building more capabilities for brands via paid tools

34. Think of it as a search engine Valuable if video is a primary source of content Maintaining a profile not necessary, b-roll and digital advertising could drive strategy Seamless integration to Google SEM efforts, robust paid / advertising abilities

35. Most important for B2B brands and individuals Great at recruiting talent for your brand Easy to maintain as custom content isn’t necessary for success Paid and targeting capabilities are growing, but not robust yet

36. Think of it as a search engine- keyword strategy is important Keyword strategy important while being visually driven Global adoption not as heavy compared to other social channels Hard working for ‘life stage content- marriage, kids, travel, new home, etc.

37. Active vs. Passive Channels

38. How are people consuming content on the channel? Is there intent? Do people have a need to go to your ‘page’ or do they consume in-feed? Combine these consumption habits for optimal platform optimization

39. Active Channels Search optimization should play a big role in strategy Understand what people are searching for How and when are people searching? Is there occasional intent? Potentially a higher intent to purchase

40. Passive Channels Browsing mentality Time of day and headspace important to understand Are people also second screening? Device type an important consideration

41. social growth Tactics

42. The best way to build a following is by consistently sharing content that people love and share

43. However, if you’re starting a social channel from scratch, it’s a good idea to use other tactics to speed up the process of getting your first followers

44. Tactic #1 : Engage With Your Audience

45. T he best way to grow a social audience is to participate like a regular user

46. F ollow, like, comment, and engage with people in your target audience, you’ll attract more followers organically

47. Follow the big accounts in your niche, but also smaller accounts using relevant hashtags

48. Post meaningful comments on other people’s content

49. Share content from other accounts (and tag them!)

50. By doing this, you increase the chances that relevant people in your target audience will choose to follow you back

51. Tactic #2 : Partnerships

52. Partnerships consist of establishing a win-win relationship with other accounts who are also looking to grow their audience

53. The most common type of partnership consists of exchanging shout-outs

54. You can typically approach other accounts in your niche with similar-sized audiences to establish these types of partnerships

55. Tactic #3 : Giveaways

56. Giveaways are a great way to incentivize other people to follow and share your content

57. You can run giveaways directly on your social channels

58. Or regular giveaways with social incentives

59. The important thing to keep in mind if your doing giveaways is to make sure your prize will attract the right people (That means no cash or iPhone giveaways)

60. ProTip : combine this tactic with partnerships to get an even larger reach

61. Tactic #4 : Verbalize Your CTA

62. This tactic is very common in YouTube (but it works for any other channel)

63. The reason this works is that most social channels have created ways for people to discover content from accounts they don’t yet follow

64. In Instagram, that’s called the “discover” tab, in YouTube there’s search and the “recommended videos” sidebar

65. People who view your content but don’t follow you, need to be reminded that they have to, if they want to continue receiving updates from you

66. Tactic #5 : Invite Email Subscribers to Follow You on Social

67. If you already have an email list, it’s a great idea to invite them to follow you on social media

68. Tactic #6 : Cross-Post From Other Channels

69. If you already have an audience in a different social media channel, you can invite them to follow you on your new account by cross-posting content

70. ProTip : It’s a good idea to do this every once in a while Don’t assume that because someone follows you on one channel, they follow you on all of them—that’s usually not the case

71. Tactic #7 : Include Social Links on Your Website

72. Website visitors are a great source of new followers for your social channels

73. There are 3 main ways to get more followers through your existing website

74. 1. Include links to your accounts in the footer, header, or sidebar of your site

75. 2. Include sharing links, so visitors can easily share your content with their own followers

76. 3. Embed your content from your social media accounts inside your blog posts

77. Tactic #8 : Use Tags & Mentions

78. In social media (and life), everyone’s favorite subject is themselves

79. L everage this to “borrow” exposure from other people’s audiences

80. By tagging and mentioning people, you give them validation—which they will often return by broadcasting your content to their audiences

81. Another way to do this is by directly asking your audience to tag and mention people they know

82. Tactic #9 : Use Hashtags

83. Hashtags have been abused so much, that they usually get a bad reputation in social media

84. However, some social channels (e.g. Instagram and Pinterest) still use hashtags in their search and discover algorithms

85. Using the hashtags that are relevant to your niche, can help those algorithms display your content to new audiences

86. ProTip : In most cases, hashtags don’t add any additional value to people who view your content. So it’s usually a good idea to place them at the very bottom of your content

87. Tactic #10 : Use GeoTags

88. This tactic is particularly helpful for businesses with a physical location or local component

89. Similar to hashtags, users and some social channels can use location to discover new content

90. When available, using GeoTags can help your content show up for users exploring the location of your tag

91. Tactic #11 : Optimize Your “Social Homepage”

92. Your “social homepage” is of the first things people will see when they are deciding whether to follow you or not

93. Depending on the social channel, this can be called a profile (Instagram, Twitter, Pinterest), page (Facebook), channel (YouTube), or something else

94. The point is to make sure you have a complete and professional social homepage

95. ProTip : In some channels like Instagram or Pinterest, it’s a great idea to use a cohesive design, which will make your feed look more professional

96. In other channels like YouTube and Twitter, you can hand-pick which content gets shown first

97. You can use this to make sure you always present your best content to your new followers

98. Tactic #12 : Use Paid Advertising

99. If you have the budget, an easy way to get more followers is to run paid campaigns

100. There are two main ways to do this: you can promote your own content to a new audience

101. Or by working with influencers to promote your account

102. Tactic #13 : Engineer “Shareable Moments” Into Your Product

103. Shareable moments are experiences that are “baked” into your product, that your users can’t help but share with their friends and followers

104. A common example of this is designing a great unboxing experience for new customers

105. Another way to do this, is to design your product in a way that people will want to brag about it to their followers—this is common with restaurant foods designing “Instagrammable” dishes

106. This is not easy to pull off, but if you can manage to do it, it can be a massive driver of growth for your channel and your business

107. To be continued…