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Social Media Marketing StrategyCONNECT ING DOTS
BY HASSAN GULZAR
Hassan GUlzar
Findings of Social Media 2015
Twitter, YouTube and LinkedIn hold the top spots for future plans: A significant 66% of marketers plan on increasing their use of these social networks.
Marketers want to learn most about Facebook: While 93% of marketers are using Facebook, 68% want to learn more about it and 62% plan on increasing Facebook activities.
Video becoming important: A significant 57% of marketers use video in their marketing; however, 72% want to learn more about video marketing and plan on increasing their use of video.
Podcasting on growth trajectory: Only 10% of marketers are involved with podcasting, yet 26% plan on increasing their podcasting activities and 43% of marketers want to learn more about podcasting.
Hassan GUlzar
• Facebook and LinkedIn are the two most important social networks for marketers. When allowed to only select one platform, 52% of marketers selected Facebook, followed by LinkedIn at 21%.
• Most marketers aren't sure their Facebook marketing is effective: Only 45% of marketers think that their Facebook efforts are effective.
• Tactics and engagement are top areas marketers want to master: At least 91% of marketers want to know the most effective social tactics and the best ways to engage their audience with social media.
Findings of Social Media 2015
5 Social Media Questions
?1. TACTICS: What social tactics are most effective? 92%2. ENGAGEMENT: What are the best ways to engage my audience with social
media? 91%3. MEASUREMENT: How do I measure the return on my social media marketing?
88% 4. AUDIENCE: How do I find my target audience with social media? 87%5. TOOLS: What are the best social management tools? 87%
Hassan GUlzar
Hassan GUlzar
Benefits of social media marketing
Hassan GUlzar
Commonly used social media platforms
Hassan GUlzar
Goals• Discuss Social Media Strategies and Best Practices. • Become familiar with marketing through social media
applications • Identify parts of a social media strategy• Identify social media online tools and applications• Develop social media marketing plan
Hassan GUlzar
Creating a Social Media Policy
Stay on brand Stick to basic standards
Target audience
Numerousplatforms
What is the purpose?
Hassan GUlzar
What is Social Media?• Many definitions• All deal with sharing of
information to achieve social interaction
• Shift from a one-to-many model to a many-to-many model
• Components• Web-based platforms• Can be used to inform, educate and engage customers
Hassan GUlzar
Are You Ready for Social Media?
• Are your customers likely to be online?• Are you ready to handle negativity?• How will you incorporate this into people’s daily jobs?• How will you measure the results?• How long are you willing to give it a try?• What’s your willingness to experiment, take risks and
adjust your plans?
Hassan GUlzar
What Are Your Goals?• Increase customer base• Generate leads• Drive sales• Build awareness• Make money from your content• Establish thought leadership• Educate customers• Customer-source part of your product development• Reach internal communication
Hassan GUlzar
Social Media Strategy
• Identify your goals• Identify your target audience• Create a profile or brand• Find the social media that’s right for you• Plan a time frame• Include Search Engine Optimization (SEO)• Measure progress toward goals
SPECIFIC
MEASURABLE
ATTAINABLE
RELEVANT
TIMELY
Hassan GUlzar
Identify Your Target Market
• Who are your customers?• What characteristics do they have?• What age group do they come from?• What are their spending or shopping habits?• Do they shop online?• What social media applications are they using?
Hassan GUlzar
Decide on appropriate social media applications
• Which ones are your customers using?
• Start with one - Understand it, utilize it effectively and then expand your online presence
• Write good and appropriate content
• Build relationships; listen and engage with your followers
• Plan the time frame– Map out a schedule for
updating content– This should be accomplished
on a regular basis– Follow the schedule
Hassan GUlzar
Include Search Engine Optimization (SEO)
• Focus on Good Phrases• Avoid “Vanity” keywords• Use Google’s AdWords
Keyword Tool • Remember the value of repetition• Guide your content strategy
Develop a content strategy plan
• Content should be both useful and usable by customers
• Develop a plan for creating this type of content
• Develop a plan for getting the content published
• Not as easy as it sounds• Publishing or uploading content takes a
dedicate effort on your partMeasure progress toward goals
• Did we learn something about our customers that we didn’t know before?
• Did our customers learn something about us?
• Were we able to engage our customers in new conversations?
Hassan GUlzar
• Social networks• Blogs• Microblogging• Wikis• Podcasts• Forums
• Online Communities• Multimedia sharing• Social bookmarking• RSS readers• GEO tracking• Recommendations and
reviews
Social Media Strategy
Hassan GUlzar
Facebook Strategy 1. Use Dynamic Product Ads
1. Upload your product catalog to Facebook Business Manager. 2. Add a custom audience pixel to your site3. Create a dynamic template. 4. Set up Display Product Ads in the Power Editor.
2. Use Multi-Product Ads
3. Install Conversion Tracking Pixel
4. Run General Retargeting Campaigns
5. Find New Customers with Lookalike Audiences
6. Use Ads to Communicate Your Brand Story
7. Strengthen Existing Customer Relationships with Custom Audiences5. Get Existing Customers to Become Facebook Fans6. Target Your Top Customers with Relevant Offers, Promotions7. Reward Your Store Evangelists
Hassan GUlzar
Twitter Strategy 1. The use of hashtags2. Active position3. Research on @s4. Special deals5. Combined social media approach
Twitter advertising (promoted account)
The first one is to get more followers to your accountthe second – to reach to more users with a concrete Tweet
Twitter Buy Buttonallowing to make a purchase with a simple click from Twitter
Twitter Product and Place pages
Hassan GUlzar
Suggestion• Mine Twitter to Grow Your Audience
• Analyze Past Content to Improve Posts
• Optimize Visual Content with Links
• Maximize Twitter With Images
• Switch Up Content Formats
• Create a Social Media Channel Plan
• Deliver Content Consistently
• Host Private Hangout On Air Events
• Use Hashtags Strategically
• Test Pinterest for Your Brand
• Use Social Updates to Write Blog Posts
• Give Context to Pinnable Images
• Become a Resource on Facebook
• Manage Time Effectively
• Expand Reach With LinkedIn Publisher
• Focus on One Social Media Channel
• Automate Curated Content
• Create a Social Update Library
• Publish Long-Form Content on LinkedIn
• Target Website Visitors with Social Ads
Hassan GUlzar
Hassan GUlzar
Q&A