Essentials of Social Media Marketing Strategies

The Absolute Essentials of Digital Marketing The Absolute Essentials of Digital Marketing CHAPTER 8 CHAPTER 8 MARKETING ON SOCIAL MEDIA

WHATS IN A NAME? WHAT S IN A NAME? The title Marketing on Social Media is at odds with the majority of other sources that use social media marketing to describe the practice. Social media marketing is apt to describe a platform for engaging with customers in a social environment but social media platforms marketing messages and are support. now carry for or host sales used after

What marketing on social media is What marketing on social media is not not There is significant misunderstanding of what marketing on social media is: it is not ... 1. Social media. 2. Marketing social media about the excellence of a product or service. 3. The panacea to all the problems, ailments, organization, brand and product. 4. Free. 5. Advertising on social media platforms. if a person tells their friends via business issues and marketing for and every Social engaging marketing characteristics. media in is communities social about sharing, and media relationships networks. must also and Therefore, reflect on these

Marketing on social media matrix Marketing on social media matrix

BLOGGING BLOGGING Perhaps the original digital social media with the term weblog being first used in 1997. However, the proliferation of alternative modes of social media platforms resulted in blogging losing popularity although many blogging. actually resemble mini Ironically, the abundance of social media platforms has stimulated marketing favour for niche writers and publishers. blogging returning to Reflecting contemporary mini-articles. the blogs ethos of also the more early like bloggers, outspoken are

SOCIAL MEDIA: NETWORKING, SHARING AND COMMUNITIES SOCIAL MEDIA: NETWORKING, SHARING AND COMMUNITIES Although different purposes for its users, they can network, share and be part of a major players and marketers can do the same. the different platforms originally served community on each of the However, given that the sole income of the social media platforms is from matter how user-friendly the social element of the site appears to be, it is the ads that will carry most prominence and so it is as ad hosts that SM platforms are used most by marketers. hosting adverts, so no

SOCIAL MEDIA: NETWORKING, SHARING AND COMMUNITIES SOCIAL MEDIA: NETWORKING, SHARING AND COMMUNITIES The nature of each social media platform lends them to targeted advertising. For example: YouTube the video ad that runs before or during videos. Twitter the punchy text and image ad that appears between posts in the user s timeline. Facebook display ads discussion groups. Instagram ads that are pictures of products being offered for sale. at the side of community Reminder: advertising skills. development skills of effective social ads require engagement not media

SOCIAL CUSTOMER SERVICE AND SUPPORT SOCIAL CUSTOMER SERVICE AND SUPPORT popularity of SM platforms ubiquity of smartphones the potential for consumer service and support to be delivered online. The combined up to with marketer the opened the Proactive service and support is the use of social media platforms to deliver facilities or actions as part of the overall product/service package offered to the customer. Reactive response complaints and so can be described as after-sales. service to and support requests, is delivered queries in or customers' For peer-to-peer support, the organization sets up a support page on a social invites other customers to respond to questions and issues raised by their peers. media platform and then

STRATEGIC MARKETING ON SOCIAL MEDIA STRATEGIC MARKETING ON SOCIAL MEDIA Objectives Key considerations before determining any strategic marketing on social media objectives: Is it what our customers expect from us? Is social media worth the effort? Is it right for the organization? Does it fit in with other marketing efforts? What elements of social media are suitable for the objectives?

Ownership, management and implementation Ownership, management and implementation To be effective, marketing on SM must have a single point of the strategic responsibility, it has to be owned. However, if strategic responsibility lies within the marketing department, that operational home. is not necessarily its Necessary staff skills include the ability to write effectively in representing the brand skills which are commonly found in a PR department.

LIMITATIONS OF MARKETING ON SOCIAL MEDIA LIMITATIONS OF MARKETING ON SOCIAL MEDIA Brand customers sites averages 3.7% (Kumar et al 2016). followers that ... participate the percentage in of social a firm s media their

LIMITATIONS OF MARKETING ON SOCIAL MEDIA LIMITATIONS OF MARKETING ON SOCIAL MEDIA Why consumers follow brands on social media (Sprout Social 2020) To learn about new products or services To be entertained To stay up to date on company news To learn about promotions or discounts To connect with other people who are similar to me To be inspired To be educated To connect with people who are different to me To communicate with the brand 0% 10% 20% 30% 40% 50% 60%

LIMITATIONS OF MARKETING ON SOCIAL MEDIA LIMITATIONS OF MARKETING ON SOCIAL MEDIA Why consumers un-follow brands on social media They use influencers to sell products They ignore posts and mentions from people They talk about politics and/or social issues Too many promotional posts Too many ads from that brand Irrelevant content Poor customer service 0 10 20 30 40 50 60

LIMITATIONS OF MARKETING ON SOCIAL MEDIA LIMITATIONS OF MARKETING ON SOCIAL MEDIA Rates organizations, the stated objective of using social media is to engage with (2019) considered the industries such interactions. of engagement: for the majority of customers Socialbakers fare best that in Facebook E-commerce 17.8 Retail 13 Fashion 11.4 Electronics 6.4 FMCG food 5.9 Auto 5.7 Finance 5.6 Beauty 5 Others 29.2

LIMITATIONS OF MARKETING ON SOCIAL MEDIA LIMITATIONS OF MARKETING ON SOCIAL MEDIA Trust on social media: Research users influencers platforms by comparing them to friends and family the results are not encouraging for marketers ... from YouGov commercial and business (2019) postings leaders investigated from on how much trust celebrities, social media

Trust on social media Trust on social media Family 3 10 14 47 25 Friends 5 14 14 51 16 Colleagues 6 13 27 46 8 Companies 16 20 33 28 3 Influencers 24 20 34 19 2 Celebrities 24 24 31 19 2 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Not at all honest portrayal % Somewhat dishonest portrayal % Don't know portrayal % Somewhat honest portrayal % Very honest portrayal %

LIMITATIONS OF MARKETING ON SOCIAL MEDIA LIMITATIONS OF MARKETING ON SOCIAL MEDIA Return on investment (ROI) The key problem is: what do we measure? Originally; audience measure of success, fans, followers, friends or likes referred to as being vanity metrics size and was the most important how so they counted now commonly many Basic measurable metrics might include any or all of the following. Increase engagement through likes and followers? Increase visitors to the organization s own website Increase brand awareness in key target markets. Increase brand recognition. Increase the product and/or brand s market share.

MARKETING ON SOCIAL MEDIA END