This document discusses digital marketing through social media. It covers topics like developing a social media strategy, planning and publishing content, listening to and engaging customers, analyzing social media performance, and using paid social media. The five pillars of an effective social media marketing campaign are outlined as strategy, planning and publishing, listening and engagement, analytics and reporting, and paid social media. Different types of social media content like earned, owned, and paid media are also explained.
This document discusses digital marketing through social media. It covers topics like developing a social media strategy, planning and publishing content, listening to and engaging customers, analyzing social media performance, and using paid social media. The five pillars of an effective social media marketing campaign are outlined as strategy, planning and publishing, listening and engagement, analytics and reporting, and paid social media. Different types of social media content like earned, owned, and paid media are also explained.
This document discusses digital marketing through social media. It covers topics like developing a social media strategy, planning and publishing content, listening to and engaging customers, analyzing social media performance, and using paid social media. The five pillars of an effective social media marketing campaign are outlined as strategy, planning and publishing, listening and engagement, analytics and reporting, and paid social media. Different types of social media content like earned, owned, and paid media are also explained.
This document discusses digital marketing through social media. It covers topics like developing a social media strategy, planning and publishing content, listening to and engaging customers, analyzing social media performance, and using paid social media. The five pillars of an effective social media marketing campaign are outlined as strategy, planning and publishing, listening and engagement, analytics and reporting, and paid social media. Different types of social media content like earned, owned, and paid media are also explained.
Download as PPTX, PDF, TXT or read online from Scribd
Download as pptx, pdf, or txt
You are on page 1of 19
DIGITAL MARKETING
From Likes to Leads: Interact
with Customers Online From Likes to Leads: Interact with Customers Online Main Topics of this part of the course
• How to convert Likes to Leads: Interact with
customers online • Social media strategy, planning, and publishing • Listening and engagement on social media • Social media analytics and reporting • Paid social media From Likes to Leads: Interact with Customers Online Main Topics of Today’s lecture
• Social media marketing, its purpose and benefits.
• Five core pillars of social media marketing: strategy, planning and publishing, listening and engagement, analytics and reporting, and advertising. • Difference between paid, owned, and earned social media marketing. • Describe how social media marketing fits into the marketing funnel. From Likes to Leads: Interact with Customers Online • Over 3.5 billion people use social media worldwide. People spend on average over two hours on social media per day. • With so many people using social media every day, digital markets have a great opportunity to attract and engage potential customers.
• We are going to learn how to create marketing content and ads
on social media platforms and evaluate their effectiveness using social media analytics data. What is Social Media? • Social media is any digital tool that enables users to create and share content publicly. • With billions of people on social media throughout the world, your current and potential customers will likely be some of them. • People use social media platforms like Facebook, Twitter, YouTube, and Instagram to stay in touch with friends and family, share photos and videos, research products to buy, stay up to date on current events, find entertaining content to read, and more. • Social media gives you the opportunity to reach the maximum number of these people in a variety of different ways.
• We are going to learn how to use social media to guide
customers through the marketing funnel: the path a Social media marketing
• Social media marketing is a process of creating
content for different social media platforms in order to drive engagement and promote a business or product. • Social media marketing enables you to connect with your customers and help them better understand your brand. The benefits of social media marketing
• Increase brand awareness
• Target new customers • Build Stronger relationship with existing customers • Drive traffic to your website • Generate Leads • Gain valuable insights • opportunity for you to learn about your competitors • cost-effective Five core pillars of Social Media Marketing
The five core pillars can help you guide an
effective social media marketing campaign: 1. Strategy 2. planning and publishing 3. listening and engagement 4. analytics and reporting 5. paid social media. Strategy • To build a successful social media marketing campaign, you need to develop an effective strategy, your strategy will define the primary goals of your campaign. • You may want to use your marketing efforts to boost brand awareness, drive more website traffic and sales, provide customer support, build a community, and beyond. • The purpose of your social media campaign will also depend on your broader marketing goals and the goals of your business. • Your strategy will also include which social media platforms you'll use. In order to decide which platforms are best for your brand. You will need to research the platforms most visited by your target audience and your strategy will outline which types of content you post. • You need to find out what types of content your audiences value. Some people • might be interested in educational or inspiring content while others might prefer to be entertained. • You'll also need to decide on the formats for the content you post, such as images, videos, or articles. • You should be prepared to do some research and a lot of trial Planning and Publishing • It's important to have a consistent presence on social media, this allows your brand to be seen and discovered by potential customers. • Scheduling your posts in advance helps ensure you have a consistent presence. And that you are publishing the content most likely to attract potential customers. • When planning your posts, you'll also need to consider their timing and frequency. When is your audience most likely to engage with your content, how often should you post in order to be in their minds but not overwhelm their feeds. • Social media scheduling tools can help you publish your content automatically at your preferred times. • Later in the course we’ll see how to create a social media calendar to help you • plan and publish your content. Listening and Engagement • As you publish more on social media, and your following grows, mentions of your brand will increase. Potential and existing customers will comment on your posts, tag you in their own posts or message you directly. You can learn a lot about how people feel about your brand through social listening. • Social listening refers to tracking and analyzing conversations and trends related to your brand. • Social listening can help you understand what people think about your brand, which can inform your marketing and product development decisions. It can also help you determine your approach to audience engagement. • Engagement refers to how your audience interacts with your brand on social media. It's when people respond to your social media posts by taking actions such as liking or sharing them. • Studying engagement helps you learn what content resonates best with your audience engagement. Also includes how you interact with your audience on social media. • For example, If a customer comments that they love your product, you can respond with your appreciation. If a customer needs help with an Analytics and Reporting • Social media analytics is a process of collecting data from your social media platforms and analyzing that data to make business decisions. • Social media analytics tells you how your campaign is performing, they can help you find out things like: • How many positive mentions you've got in a particular month or how many people you're reaching on different platforms from one month to the next. • Your analysis of the data you collect can help drive your social media marketing strategy moving forward. • After you've collected and analyzed the data, you can share social media • reports with stakeholders to inform them about the results of your campaign. • A social media report is a document that presents relevant data and analysis about your social media activities. • You can set up different reports to help you monitor different metrics such as followers, comments or clicks. • This can help you improve the performance of your campaigns over time. Paid Social Media
• While many of your marketing activities on social
media will involve organic content, you may need to develop a paid social media strategy as well. • You'll be able to better control and target your marketing with paid social media, than with organic approaches. • Social media ads generally allow you to reach a wider audience than organic posts. • Paid social media can also help you grow your brand and broaden your presence on social media. • The data you gather about the success of your organic approaches on social media will help you inform your paid social strategy. Earned, Owned, and Paid Media • Implementing all three of these media types into your social media campaign can help build brand awareness, vary the way your audience engages with your brand, and increase sales. • Earned media is a personal or public promotion of a brand or product by customer. • Whenever a customer tells a friend, posts on a social media platform or blog or writes a review about your product, they are producing earned media for your brand. • Social media is one of the most powerful marketing channels for generating earned media. • Sources of earned social media include customer reviews and testimonials, mentions and comments on social media platforms, shares, retweets, and likes of your posts, content about your business on third party sites, blog posts about your business and user- generated content related to your business. • User-generated content, or UGC, is any content created by people rather than brands. It can include text, videos, images, reviews, and so on. Earned Media
• For example, imagine you are running a
social media campaign for a company that sells socks. If customers post pictures of themselves wearing your company's socks on social media, this is user-generated content and an example of earned media. • One of the many advantages of earned media is that it's organic. Organic social media is any social media activity that does not require a paid promotion. Organic social media will form the foundation of your social media strategy. Earned, Owned, and Paid Media
• Owned media is all the digital content a brand fully
controls. • Websites are one of the most common forms of owned media. • Sources of the owned social media include, blog sites, social media profiles like your brands, Facebook or Instagram profile, and community forums. • One of the greatest benefits of owned media is that it allows your company to control the conversation surrounding your brand on social media. • When your brand owns a media property, it decides what type of content to publish, how often to publish it, and how users can interact with it. • Owned media also allows you to market specific products or services on social media. Earned, Owned, and Paid Media
• Paid media is any form of digital promotion a brand
pays to put online. • Remember that the fifth pillar of social media marketing is a paid social media. • Examples of paid social media include, image ads, video ads, story ads, and influencer marketing. • Paid social media allows your brand to reach customers who are not actively searching for it. • It can be used to target specific groups of people who might be interested in your product and services. • Paid social media can also help promote your content in order to drive more earned media and direct traffic to your owned media properties. The social media marketing funnel Let's discuss how the marketing funnel can help guide your interactions with your customers and optimize your marketing efforts through social media.
• Awareness stage: capture your audience’s attention
• The consideration stage is your opportunity to provide your potential customer with more detailed information to set you apart from the competition and help build their trust and confidence in your brand. • The conversion stage is when you capitalize on the interest people have already shown in your brand by remarketing and offering incentives • The loyalty stage is a time to continue to nurture relationships with your customers so you can remain in their minds. Wrap-up
• How social media marketing can benefit your campaigns, because it
can help you achieve goals like increasing brand awareness, targeting new customers and building relationships with existing ones, and generating leads. • Learned about the five core pillars that help guide a successful social media campaign: strategy, planning and publishing, listening and engagement, analytics and reporting, and paid social media. • Discussed the benefits of implementing earned, owned, and paid social media into your strategy. • Explored strategies for guiding potential customers through the marketing funnel using social media
• Although social media is a rapidly changing marketing channel, the
principles and the tactics you'll learn in this course can help guide your thinking even as the field progresses.
Global Brands Must Put in Place A Social Media Strategy That Allows For Insight Into What Customers Want Locally and Encourages Innovation. by Andres Wittermann