Social Media Marketing - Ayca Turhan · Effective Social Media Marketing •Find out what people...

Social Media Marketing

Ayça Turhan Hacettepe University

Department Of Business Administration

What is Social Media?

• «Social media is the umbrella term for web-based software and services that allow users to come together online and exchange, discuss, communicate and participate in any form of social interaction.»

Source: Understanding Social Media 2nd Ed. Pg. 152

http://wearesocial.sg/blog/2015/01/digital-social-mobile-2015/

http://wearesocial.sg/blog/2015/01/digital-social-mobile-2015/

http://wearesocial.sg/blog/2015/01/digital-social-mobile-2015/

http://wearesocial.sg/blog/2015/01/digital-social-mobile-2015/

http://www.huffingtonpost.com/2015/01/28/facebook-biggest-country_n_6565428.html015/01/digital-social-mobile-2015/

What’s changing?

• Before: – While marketers were trying to deliver a message to a

target audience, consumers were not consulted in the process all the time.

– Their opinions were soetimes asked through market research, surveys and focus groups.

• Now: – People are talking online. – Conversation about ideas, events, brands, people, etc.

never stops.

Effective Social Media Marketing

• Find out what people are interested in • Find out what people are talking about • Provide useful information, advice, content to

them • Talk to them • Listen to them

Source: Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, 2nd Ed. By Damian Ryan and Calvin Jones

The Realm of Social Media

Collaborating Creating Content

Sharing Connecting

Virality

• Virality means that the content spreads from person to person through the web at a very high rate, attracting an exponentially growing audience as it gains popularity.

Virality

• If users find something useful, they share it with their communities and information and ideas travel very, very fast.

• This creates both opportunities and risks for brands.

• Brands have to listen to people and talk to them.

Strategic Use Of Social Media

Communication and Outreach

• In contrast to other media, social media enables a two-way communication and offers a real-time broadcast channel.

• Businesses can use this channel to communicate with public.

• Social media can be used as a highly effective public communications tool.

Communication and Outreach

Community Management

• Social media platforms are build on communities, therefore, social media can be used to build a community around your brand.

• Communities around a brand are generally brand’s biggest fans who feel they have a big stake in that brand.

• Now, organizations don’t just participate in conversations, but also leading and guiding those conversations, sending messages directly to those fans and getting feedback.

Community Management

Support and Customer Service

• Social media is quickly becoming a customer service channel.

• People expect businesses to respond to their queries.

• Brands don’t want unresolved issues left out in public so they tend to solve problems or questions on social media faster.

• Sometimes, customers assist each other, too.

Support and Customer Service

Reputation Management • Through the combination of search and social media,

all mentions of a brand or individual are only a quick search away, whether they are positive or negative.

• On social media, brands can even respond to mentions or find other ways to manage them.

• Brands can use social media in two ways to manage their online reputations: – by monitoring what customers and fans are saying to

identify issues proactively – as a means of communicating and getting their side of the

story out.

Reputation Management

Advertising and Awareness

• Where there is an audience, there is advertising. • Social network advertising is accessible to both

big and small advertisers. • Social media advertising is appealing to

advertisers because: – rich demographic and psychographic targeting

opportunities – time spent by people on social media

Advertising and Awareness

Sales and Lead Generation

• Adding a social layer to a commercial transaction can create a richer experience for online consumers.

• There is a social layer on the online shopping experience.

Sales and Lead Generation

Search Engine Optimization (SEO)

• It provides additional assets that can be optimized so that a brand ‘owns’ the results page for searches for their brand.

• A savvy SEO strategy will also make use of social media assets, links and likes for strengthening the position of other web assets in the search engine results pages.

Search Engine Optimization (SEO)

Insight and Research

• Qualitative & Quantitative data about your market, brand or product.

• Rich source of data, both demographic and preference based

• Rich information about size of the market & things people like by using ad planner tools

• Tools that help you to track mentions and sentiment • Information and feedback from community – like an

online focus group

Insight and Research

To test it yourself, go to: http://www.facebook.com/ads/manage

Social Media Channels

Social Media Channels

• Social Media Channels are communication channels that can be used to solve business, marketing and communication challenges.

Source: http://www.globalwebindex.net/hubfs/Reports/GWI_Social_Report_-_Q3_2015_Summary.pdf

Source: http://www.globalwebindex.net/hubfs/Reports/GWI_Social_Report_-_Q3_2015_Summary.pdf

http://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/attachment/2015-social-network-popularity-by-country/

http://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/attachment/demographic-use-of-social-networks-age-and-gender/

Categories of Social Media Channels

• Social Networking • Content Sharing • Bookmarking and Aggregating • Location • Forums & Discussion Sites • Reviews and Rating Sites

Social Networking

Social Networking

• Social networking is about using Internet tools to connect and build relationships with others.

• People create profiles • Organizations create profiles & pages

Social Networking

• Interaction with connections • Expanding beyond own personal network • Sharing • Messaging

Personal Information

• People share many personal details on social networks such as: – Age – Gender – Location – Likes

• These data allows advertisers to target more relevantly.

Facebook

• 1.44 billion monthly active users • Users spend 20min+ per day

Source: http://www.businessinsider.com/how-much-time-people-spend-on-facebook-per-day-2015-7

Facebook

• A company can utilize Facebook for: – Increased traffic to their website – Increased brand awareness – Increased trust with their consumers – Increased opportunity for market research

Facebook News Feed

Facebook News Feed • News Feed includes status updates, photos, videos,

links, app activity and likes from people, Pages and groups that you follow on Facebook.

• How does it work? – The stories that show in your News Feed are influenced by

your connections and activity on Facebook. – This helps you to see more stories that interest you from

friends you interact with the most. – The number of comments and likes a post receives and

what kind of story it is (ex: photo, video, status update) can also make it more likely to appear in your News Feed.

Source: https://www.facebook.com/help/327131014036297/

Facebook Pages

Facebook Pages

• Pages are for businesses, brands and organizations to share their stories and connect with people.

• You can utilize Pages by publishing stories, hosting events, adding apps and more.

• People who like your Page and their friends can get updates in News Feed.

https://www.facebook.com/help/174987089221178

Facebook Page Insights

Facebook Applications

Facebook Login

Facebook Login Permissions

Source:https://developers.facebook.com/docs/facebook-login/permissions/v2.5#reference

Facebook Social Plugins

• Like Button: – The Like button is the quickest way for people to

share content with their friends. – A single click on the Like button will 'like' pieces of

content on the web and share them on Facebook.

https://developers.facebook.com/docs/plugins/like-button

Facebook Social Plugins

• Share Button: – The Share button lets people add a personalized

message to links before sharing on their timeline, in groups, or to their friends via a Facebook Message.

https://developers.facebook.com/docs/plugins/like-button

Facebook Advertising

For Details Go To: https://www.facebook.com/business/learn/facebook-create-ad-basics/

Facebook Advertising

Getting Started on FB Marketing • Decide on your goals and how you will measure them • Decide on your company persona (friendly, professional,

intellectual, knowledgeable) • Plan your comment strategy (what your team can and

cannot say) • Plan your content strategy (Mother’s Day incentives,

budget day news etc.) • Plan your resource (who will answer what, when and

how) • Plan negative reviews (how and who will handle them)

Source: Digital Minds: 12 Things Every Business Needs to Know About Digital Marketing (p. 105). FriesenPress. Kindle Edition.

Linkedin

• LinkedIn defines itself as «The World’s Largest Professional Network.»

• It has more than 300 million global users. • While LinkedIn is generally seen as a business-to-

business (B2B) social technology, it can also be used in some business-to-consumer (B2C) environments too.

Linkedin • Have a company profile that reflects the broad range of

products & services (brand awareness) • Increase the brand value of the organization • Post relevant, quality content to a targeted audience • Demonstrate capabilities with product/ service features

and/ or case studies, portfolios and testimonials • Proactively connect with prospective customers • Create individual brands & find talents • Use the analytics data intelligently to identify opportunities

Source: WSI (2013-07-31). Digital Minds: 12 Things Every Business Needs to Know About Digital Marketing (pp. 112-113). FriesenPress. Kindle Edition.

Linkedin Marketing

Content Creation & Sharing

Video Marketing

• Video offers an extremely rich, engaging and stimulating experience for viewers

• Video content has higher clickthrough rates on search engines compared to web results.

• Videos have a strong effect on people and are not as expensive to produce.

Sales grew by 700%

5M+ Shares

Vine

• Vine defines itself as: «The best way to see and share life in motion. Create short, beautiful, looping videos in a simple and fun way for your friends and family to see.»

• Some examples: – https://vine.co/v/eVB0nqUBIvP – https://vine.co/v/hB05eTwLhUB

Snapchat

• Snapchat is a photo-messaging application which allows users to take photos or record videos, then add text and drawings and send them to a controlled list of recipients.

• Users set a time limit for how long recipients can view their snaps. After the viewing, snaps are hidden from the recipient’s device and deleted from Snapchat’s servers.

Instagram

• Instagram defines itself as «A fun and quirky way to share your life with friends through a series of pictures. Snap a photo with your mobile phone, then choose a filter to transform the image into a memory to keep around forever. »

Blogging

• Blog: A type of a website that allows users (bloggers) to post entries on different topics and often allows readers to comment these posts.

• Some platforms for creating blogs: – https://wordpress.com/ – https://blogger.com – https://blogcu.com – https://tumblr.com

Blogging

• If something is worth talking about, it is being talked about on blogosphere.

• A company should also consider creating their own blog to share information and news as a part of content creation.

Blogging

• They’re an excellent way to communicate with staff, investors, industry members, journalists and prospective customers.

• Helps to foster a community around a brand. • Provides an opportunity to garner immediate

feedback.

Blogging

• Corporate blog content must be: – Industry relevant – Appealing to your target market – Transparent and honest – Personal and entertaining – Related to what’s going on in the blogosphere – Posted regularly

Blogging & SEO

• Search engines value regular, fresh content, and blogging can create just that.

• The more you post, the more often search engines will crawl your site, looking for additional, relevant content.

• Basing your blog on the keyword strategy created during the SEO process can also ensure that your website ranks for those key phrases.

• Blogs, by their social nature, can also increase the incoming links to your website.

Microblogging

• Microblogging is a form of blogging that allows a user to publish short text updates, that can be viewed by anyone or restricted to a specific community.

Twitter

• Twitter can be used for: – Rapid customer service (@company) – Research & Gathering feedback – Sharing news, photos, to dedicated followers – Demonstrating industry knowledge – Advertising options:

• Promoted Tweets • Promoted Accounts • Promoted Trends

Bookmarking and Aggregating

Forums and Discussion Sites

Location

Review and Ranking Sites

Social Media Analytics

• Just like any other tool in digital marketing, social media tools has to be tracked, analyzed and optimized all the time.

• Social networks provide some tools to enable us analyze our actions.

Social Media Analytics

• Facebook Insights • Youtube Analytics • Twitter Analytics • URL Shorteners • Web Analytics Tools for Social Media

Example: Our Fanpage Has 130K Likes

Step-By-Step Guide to Social Media Strategy

• Get buy-in • Listen and understand the landscape • Analyse • Set Objectives • Create an action plan • Implement • Track & Analyze & Optimize

Documents and Processes

Social Media Dashboards

• Some Examples: – HootSuite (www.hootsuite.com) – Sprout Social (www.sproutsocial.com) – Socialbakers (www.socialbakers.com)

Contact Me

• e-mail: ayca.turhan@hacettepe.edu.tr • Course Page: www.aycaturhan.com/man423

Sources

• emarketing: The Essential Guide To Marketing In a Digital World 5 Ed.» by Rob Stokes and and Minds of Quirk which is available at: http://www.quirk.biz/emarketingtextbook/

• Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, 2nd Ed. By Damian Ryan and Calvin Jones

• Digital Minds: 12 Things Every Business Needs to Know About Digital Marketing by WSI