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How advertising and marketing methods and strategies are implemented in social media.
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ADVERTISING & MARKETING IN SOCIAL MEDIAJULI PETERSON | IDENTITYPR.COM | @juliennecarrots
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WHAT WE’LL COVER:o Social media: How businesses got here
o Advertising in social media
o Marketing in social media
o Key components for every campaign
o Questions and discussion
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http://www.flickr.com/photos/jesseshapins/4482198607
STATE OF SOCIAL MEDIA
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People joined social network sites and started:
o Interacting
o Talking about brands and companies
o Sharing opinions, interests and experiences
oGiving reviews and recommendations
FIRST CAME CUSTOMERS…
BRANDS TOOK NOTICE…o Brands needed to go to where customers are
talking.o Ability to learn more about customers and
prospects.
Through social media, brands and companies:o Connecto Engageo Listen o Learno Grow their business
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INTEGRATION OF BUSINESS
Now, almost every part of a business touches social media:
o SalesoMarketing/CommunicationsoCustomer ServiceoHuman Resourceso Legalo Investor Relations
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SOCIAL MEDIA ADVERTISING
SOCIAL MEDIA ADVERTISING
Social media advertising focuses on paid space on a social networking site.
oAds focus specifically on generating traffic to a site where customers make a purchase or gain awareness about a product or service.
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TYPES OF SOCIAL MEDIA ADSo Facebook ads, promoted posts and sponsored
storieso Twitter sponsored tweetso YouTube commercialso Website ads: pop-ups, banners, user registration,
etc.o LinkedIn adso Paid search engine ads: PPC and top rankso Blog advertisements and blogger ambassadorso Mobile adso QR codes
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EXAMPLE: FACEBOOK ADS
SAMPLE AD
DASHBOARD:
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EXAMPLE: FACEBOOK ADS
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SOCIAL MEDIA MARKETING
Social media marketing focuses on increasing website traffic and visibility to promote sales.
o Email marketingoCompany blogso Blogger brand advocateso Engaging customers in lifestyle
storytellingoCommunity relations outreach campaigns
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SOCIAL MEDIA MARKETING
EXAMPLE: FORD SOCIAL
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BADGES – Graphic badges to display pride in different Ford products
OUR STORIES – Tells Ford’s brand and lifestyle stories
YOUR STORIES – Customers share their real-life experiences with Ford products
YOUR IDEAS – Submit your ideas for products, green technology, safety, convenience, etc.
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EXAMPLE: FORD SOCIAL
FORD PLACES VALUE ON CUSTOMER INTERACTION
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DRIVE THROUGH THE NOISEo Your campaigns must stand out above
the others.• Simple, engaging and unique.
o Understand the channel and how to engage your audience.
o Ads and campaigns must drive an action.• Clicks are currency.
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CREATE YOUR CAMPAIGN
http://www.flickr.com/photos/95572727@N00/211566219/
CREATING A CAMPAIGN
Determine goals and time frame.Define your audience. Define and allocate resources.Create simple, engaging ad or campaign.Provide call to action and destination.Monitor and tweak if necessary.Evaluate.
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KEY COMPONENTS
KEY COMPONENTS OF ALL CAMPAIGNSo Understand the channels
o Set goals and define related strategy
o Capture usable data
o Measure results
o Listen and learn
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UNDERSTAND THE CHANNELSo Facebook: Visual and message-based platform• Gain likes and comments
o Twitter: Single message platform• Drive news and share content
o LinkedIn: Professional networking platform• Professional or educational, recruiting
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UNDERSTAND THE CHANNELSo Search Engines: Content search platform
• People are looking for an answer – make your site be their answer.
o Blogs: Message-based platform• Provide valuable/helpful information, tell the
brand’s stories, demonstrate thought leadership.
o Email Marketing: Message-based platform• Send out requested information and updates to
customers/investors/leads.
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SET GOALSSet MEASURABLE goals that prove VALUE.
EXAMPLES OF GOALS:oDrive purchasesoIncrease visibility or sharingoGrowth of followingoConnect with more customersoLead generationoCapture target audience dataoIncrease positive sentiment
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CAPTURE DATATo understand your customers and effectiveness, you need to know who they are.
oWhere did they come from?oWhere are they located?oWhat are their interests?oWhat are they looking at?oWhy are they here?
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CAPTURE DATAo HOW TO CAPTURE DATA?
o Email formsoGoogle Analyticso Social platform advertisingo Third-party management and analytic
platforms• HootSuite• TweetDeck• SproutSocial
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DATA: GOOGLE ANALYTICS
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DATA: GOOGLE ANALYTICS (MOBILE TRAFFIC)
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DATA: SYSOMOS (TWITTER)
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DATA: AUDIENCE & PRODUCT MENTIONS
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DATA: MESSAGES & KEYWORDS
MEASURING SUCCESSWHAT DOES SUCCESS LOOK LIKE?
oConversions (sales and revenue)
oIncreased site traffic and more pageviews
oMore customer engagement with brand and/or peers
oIncrease in positive conversation online
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LEARNING NEVER STOPSo Social media is constantly evolving and
changing every day.
o Listening is critical: What do your customers want?
o As your following grows, you will see what they like and don’t like through their interaction.
o No two days or situations are the same.
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QUESTIONS & DISCUSSION
PHOTO CREDITS
o Slide 3 – Social media landscape, Buddy Media: http://www.businessinsider.com/social-media-marketing-landscape-complicated-2012-5
o Slide 7 – Advertising: http://www.gabrielworks.com/services/internet-advertising/
o Slide 12 – Marketing: http://www.seevirtualrealestate.com/marketing/customer-reviews/
o Slide 18 – Building blocks: http://www.emmawaltonhamilton.com/the-building-blocks-of-plot-or-dramatic-arc/
o Slide 20 – Keys: http://www.locksmiths-phoenix.com/Locksmith_Service.html
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