Social media marketing fundamentals

Social Media Marketing

• I. Definition, Terminologies, History, Numbers & Trends.

Social Media Defined, Social Media

Types.

Social Media History.

Social Media Numbers.

Social Media Trends

Social Media DefinitionIn a Simple way Social media is any form of content, created by users to be shared online via any social media platform, Content can be: Video, audio, text or photos.

Types of social media1. Facebook is a popular free social networking website that

allows registered users to create profiles, upload photos and video, send messages and keep in touch with friends, family and colleagues. According to statistics from the Nielsen Group, Internet users within the United States spend more time on Facebook than any other website.

2. Twitter is a free micro blogging service that allows registered members to broadcast short posts called tweets. Twitter members can broadcast tweets and follow other users' tweets by using multiple platforms and devices.

3. is Google's social networking project,

designed to replicate the way people interact offline more closely than is the case in other social networking services. The project’s slogan is “Real-life sharing rethought for the web.”

is a social networking site designed specifically for

the business community. The goal of the site is to allow registered members to establish and document networks of people they know and trust professionally.

, is a fun way to share your life with friends through a series of pictures, Just Snap a photo with your mobile phone, then choose a filter to transform the image into a memory to keep around forever. From the previous we can conclude that Instagram is an online mobile photo-sharing, video-sharing and social networking service that enables its users to take pictures and videos, and share them on a variety of social networking platforms, Instagram was created by Kevin Systrom and Mike Krieger, and launched in October 2010. The service rapidly gained popularity, with over 100 million active users as of April 2012 and over 300 million as of December 2014

is a video-sharing website headquartered in San

Bruno, California. The service was created by three former PayPal employees in February 2005. In November 2006, it was bought by Google for US$1.65 billion.

Uses Of Social Media for BusinessCommunicating

Use Social Media to communicate your marketing messages to prospects, current clients or stake holders!

Uses Of Social Media for BusinessCustomer Service

Use Social Media to serve your customers, its fast and cost effective

Uses Of Social Media for BusinessConsumer Research

Social Media provides cost effective, fast and direct consumer research

Uses Of Social Media for BusinessReputation Management

By Listening to online conversations and engaging social media users on the spot!

Uses Of Social Media for BusinessCause Sponsorship/Support

Businesses and individuals use the viral effect of Social Media to spread the word about a cause they support or sponsor.

Uses Of Social Media for BusinessSales

Businesses of all sizes uses Social Media to drive sales or conversions!

Social Media History

The roots of social media stretch far deeper than you might imagine. Although it seems like a new trend, sites like Facebook are the natural outcome of many centuries of social media development.

Social Media Before 1900The earliest methods of communicating across great distances used written correspondence delivered by hand from one person to another. In other words, letters. In 1792, the telegraph was invented. This allowed messages to be delivered over a long distance far faster than a horse and rider could carry them.

Two important discoveries happened in the last decade of the 1800s: The telephone in 1890 and the radio in 1891.Both technologies are still in use today, although the modern versions are much more sophisticated than their predecessors. Telephone lines and radio signals enabled people to communicate across great distances instantaneously, something that mankind had never experienced before.

Social Media in the 20th Century

By the 1980s, home computers were becoming more common and social media was becoming more sophisticated. Internet relay chats, or IRCs, were first used in 1988 and continued to be popular well into the 1990’s.

The first recognizable social media site, Six Degrees, was created in 1997. It enabled users to upload a profile and make friends with other users. In 1999, the first blogging sites became popular, creating a social media sensation that’s still popular today.

Social Media Today

YouTube came out in 2005, creating an entirely new way for people to communicate and share with each other across great distances.By 2006, Facebook and Twitter both became available to users throughout the world. These sites remain some of the most popular social networks on the Internet. Other sites like Tumbler, Spotify, Foursquare and Pinterest began popping up to fill specific social networking niches.

Social Media Numbers

Top Pages on Facebook by fans

Top Pages on Facebook by Engagement Rate

Most Engaged Post

Total Interactions 144,306

Likes 122,428

Comments 15,970

Shares 5,812

E.R 2.28

Top Profiles on Twitter

YouTube Channels Stats in Egypt

Social Media Marketing

SM monitoring

Social Ads

SM Management

Social Media Strategy Funnel

4 Steps in Your Social Media Strategy Social Media Strategy

4 Steps in Your Social Media Strategy

https://www.youtube.com/watch?v=jottDMuLesU




Content Marketing

Create Good CONTENT!

Without Content, your will lose business!

What is Content Marketing?

• It is the process of using informative content or sometimes informative content to retain and attract clients and position your business as a trusted source in your industry

In other words, its offering your clients something useful instead of chasing them with Sales pitches!

Content Marketing

The Inbound Recipe for Success

Why Companies Struggle with Content Marketing?

Two Common Reasons; Resources to create content Or Lack of

content ideas!! Now! How to Create Content?!

Getting Inspiration

There are several things you can do to get inspired or for content ideas!

Brain Storming

Brain Storm Internally and with your Client

Competitor Analysis

Look outside your industry and see what cool things other people are doing!

Use Spezify

Plug in a keyword and Spezify will collect images, tweets, FB updates, articles or even products!

The 6 types of ContentInteractive Content

Imagine instead of buying tickets the normal way, you are able to select your match on an interactive football stadium!

The 6 types of ContentUser Generated Content

Allow your fans or website visitors to upload their own content!

The 6 types of ContentVideo

Each second more than 60 hours of videos are uploaded to Youtube!

The 6 types of ContentInfo graphics

Your infographic must present the data in an easy way or solve problems and be based on real data

The 6 types of ContentQ & A Content

If you are on tight budget, Q & A content is the best solution. Answer the most common questions about your industry, products or services!

The 6 types of ContentContests

If you can’t be creative enough, ask people to generate content related to your product or service to win the contest!

Social Media Marketing Case Study

How Social Media Works to solve small businesses problems and achieve business goals

1. Concept Women Footwear is a store specialized in selling high quality women footwear with reasonable prices.

2. Concept Women Footwear also sells bags, scarves and women accessories.

Concept Women Footwear – Situation Analysis

Internet Marketing Case Study

• “We need to increase sales as soon as possible or we will be out of business in no time” Said Dr. Qotb the owner.

Concept Women Footwear – The Problem


• Concept Women Footwear is located near City stars which made sales so low and never made any online advertising before.

• Facebook page had 75 fans only, all of them males & most probably friends of the owner.

Concept Women Footwear – Problem Analysis


• Females, located in Cairo.

• Age 18 to 40.

• Class B+

Concept Women Footwear – Customer Analysis


• Very Limited Marketing budget $1,500 over 12 months.

• One of the owners is a designer in a very known advertising agency and a professional photographer.

• Partners are willing to participate in Social Media.

Concept Women Footwear – Resources Analysis


• Micro Campaigns on Facebook for Seasonal Sale periods and special promotions for Facebook fans Only.

• Special Training for partners on Facebook Page Management.

• Develop applications for Online sales and start home delivery service to extend regional reach!

Concept Women Footwear – Solution


Concept Women Footwear – Landing Page


Concept Women Footwear – Order Page Application


Concept Women Footwear – Facebook Ads Sample


• Facebook Fan page with more than 91,000 fans

• 99% fans are of the targeted segment

• Increased sales by 72%

• Online Sales makes at least 4 orders per day!

Concept Women Footwear – Results


It is simple, your leads and customers are online.

Social Media Strategy

Why it is important?

1. Plan your strategy

To begin you may want to focus on a few goals of your marketing strategy;

• Position yourself as an expert.• Lead generation

A key point is to communicate your strategy to everyone in the organization and get them on board!

How to get Started?

Social Media Strategy is an extension of the overall marketing strategy

2. Do your research

Locate where your leads or customers spend most of their time;

A key point is to do your Keyword Research!

How to get Started?


3. Listen to conversation

Listen to conversation to know your leads and customers needs and problems!

A key point is to use the right listening tools

How to get Started?


4. Set your Guidelines

IBM Social Media Guidelines:

Don't pick fights, be the first to correct your own mistakes, and don't alter previous posts without indicating that you have done so.

IBM's brand is best represented by its people and what you publish may

reflect on IBM's brand.

A key point is to not prevent your employees of their human touch

How to get Started?


• Use blogging to position your company as an expertise house.

• Use landing pages to capture leads.

• Integrate Email Marketing with your social media assets.

• Engage in conversation on twitter by following hash tags.

• Be responsive and apologize if you make any mistakes.

• Integrate your various social assets for maximum effect.

• Push and pull content from your different social assets.

• Calculate your ROI on Leads, not sales!

Tips

Youtube Marketing

Most viewed content on Youtube:

1. How to Videos

2. Product reviews

3. Funny videos

4. Commercials

5. Interviews

Youtube Marketing - Content

Youtube is considered to be the second Largest Search Engine

1. Title: Include relevant, most searched Keywords with a strong call to Action

2. Description: Write a compelling description and include a link to a specific & related landing page.

3. Tags: Use relevant keywords

4. Replies: Reply to popular/related videos in your industry

Youtube Marketing – How to get Found?

Every Second, 60 hours of videos are uploaded to Youtube!

Youtube Marketing – Use Linked Tube

Include a link inside your video to generate traffic to your website

Youtube Marketing – Types of Youtube Channels

Brand Channels provides maximum Customization Options

Free: Available for everyone.

Partner: Available only for accepted applicants.

Brand : Available only for brands that commits to a minimum media spending on YouTube.

Youtube Marketing – Tips

Push your YouTube content to your various Social Assets

1. Use a custom back ground image for your channel

2. Write a complete Bio

3. Always use your company name as a tag

4. Add your website URL (Or maybe facebook page)

5. Use Google analytics when possible to track how users treat your page

Twitter Marketing

Twitter Marketing – Optimizing Your Profile

If your business name is taken, use _

Twitter Marketing – Optimizing Your Profile

Remember the 140 characters limit

Twitter Marketing – Tips

1. Pull content from your various online assets

2. Don’t get too personal

3. Don’t use poor grammar

4. Don’t engage in fights or fruitless arguments

5. Be responsive

6. Post related & useful content,don’t talk only about your company

7. Help people and solve their problems

8. Don’t sell on twitter

Twitter Marketing – Tools

Bit.lyURL Shortener with built in analytics.Hoot suiteSchedule your tweetsMonitor mentionsAssign tasks for different usersFollower wonkSearch users by interests and locationsWho follows whomSee who users follow and followed byTwt Q PonCreate coupons for twitter users onlyTwt PollCreate polls for twitters users only

Social Media Monitoring – Free Tools

Use a combination of Google alerts and iGoogle to make your free social media monitoring Platform


Go to Google.com/alerts and plugin all your keyword groups, use “ ” for key phrases!

Google.com/alerts


Social Mention Provides Sentiment Analysis and Social Media Monitoring


Social Mention Provides Sentiment Analysis and Social Media Monitoring

Twitter Case Study

Naked Pizza is Located in New Orleans

Twitter Case Study – Naked PizzaSituation Analysis

Naked Pizza is based in New Orleans, it’s mission is to produce natural and healthy pizza from whole food ingredients

It all started when an investor in the company advised one of the co-founders to sign up for twitter

Twitter Case Study – Naked PizzaObjectives

Their main objective was to form a local tribe of healthy food lovers and to cut down on direct mail costs who proved to be an ineffective

and aging marketing technique.

Twitter Case Study – Naked PizzaObjectives

Their main objective was to form a local tribe of healthy food lovers and to cut down on direct mail costs who proved to be an ineffective

and aging marketing technique.

Twitter Case Study – Naked PizzaStrategy

Naked Pizza signed up for Twitter with a strategy of running special promotions for their Twitter followers Only

Naked Pizza used local Hash tags and #pizza to get known at the beginning

Twitter Case Study – Naked PizzaResults

The company’s first twitter promotion resulted in 15% increase in sales and over 90% new customers

After just 2 months twitter made a new sales record for naked pizza (68%)

Naked Pizza even removed its “Call us” billboard to replace it with a “Follow us on Twitter for specials”

Naked Pizza installed a computer in their store to invite customers to sign up for twitter and follow them!

YouTube Marketing – Case Study

YouTube Marketing – Case StudyBack Ground

Blend Tec is a mixers manufacturing company.It all started when their marketing manager knew that

the company CEO use card boards to test product toughness.

The marketing manager convinced the CEO to invest less than $100 in supplies and took a video of him mixing card boards in the company

break room!

YouTube Marketing – Case StudyStrategy

Posting Videos on YouTube blending hot products like: iPads, Chrome Books and iPhones!

Staying Up to date, by posting videos of blending Valentine flowers and chocolates on Valentine’s Day!

YouTube Marketing – Case StudyObjectives

Blend Tec main objective was to increase the brand awareness for the mixers line

YouTube Marketing – Case StudyResults

After uploading 117 videos, mixing products like Iphones and chrome laptops! Their subscribers reached over 411,000 and their sales

increased by 700% over 3.5 years!