The 8 Sins of Social Media Marketing

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  • SOCIAL MEDIA MARKETING

    (PART 1)

    T H E 8 S I N S O F

    O F E N T S E ( R A P A K G A D I ) O L U N L O Y O

  • WHAT IS SOCIAL MEDIA MARKETING?

    Social media marketing (SMM) is a sub-set of e-marketing

    and it involves the use of social media sites for the purpose

    of marketing a product/service. As many businesses have

    discovered, SMM is on the rise and it has many unlimited

    benefits, some of which include helping a company to:

    innovate, build closer relationships with

    customers/stakeholders, reduce marketing costs, increase

    brand reach and simplify market research.

  • AWESOME RIGHT? WAIT, THERE'S A BUT

    Despite its benefits, many businesses are failing dismally at

    SMM, leading them to assume that SMM is not worth

    investing in there are many reasons why businesses fail at

    SMM, in this two part post I will highlight 8 of those reasons.

    Avoid these 4 social media marketing sins that most

    businesses are guilty ofand you will have a fighting chance

    of thriving in your SMM.

  • SIN #1 - FAILING TO CONDUCT MARKET

    RESEARCH

    Research is the genesis of every stable foundation. The

    main aim of conducting research is to identify potential

    solutions to problems. When it comes to marketing, be it

    direct or digital, market research is essential. Market

    research can help minimise/eliminate some of the risks

    associated with social media marketing.

  • MARKET RESEARCH

    Market Research helps organisations

    understand their online customers needs and

    expectations. Research shows that online

    customers usually have higher expectations

    than offl ine customers.

  • DO YOUR RESEARCH

    With that said, it is imperative to ensure that you conduct

    market research and a thorough social media audit, which

    should include social media monitoring/ social listening.

    Social listening involves identifying and evaluating what

    people are saying about your business, competitors and

    industry on social media.

    A social media audit involves conducting a SWOT analysis

    across all your social media platforms (if your business is

    already on social media) it ranges from your choice of

    platform, strategies, content, type/quality of followers, to

    competitors strategies/activities.

  • DO YOUR RESEARCH

    Research each platform and its rules of engagement e.g.

    Dos and Donts, Terms of Use, trends, hashtags/keywords,

    strengths, weaknesses, and type of audience.

    Hashtag research is imperative for platforms such as Twitter,

    Instagram and Facebook. Never make the mistake of using

    hashtags without first understanding their background, and

    meanings (connotative, denotative, implicit and explicit).

  • THE 6 P'S OF SOCIAL MEDIA

    Your research should give you insights into

    (I) Platforms - which platforms are best suited or your

    business and its needs.

    (II) Place - where your customers spend most of their time on

    social media.

    (III) People - who your ideal online customer is, their likes,

    dislikes as well as their behavioural trends.

    (IV) Partnerships when it comes to e-marketing,

    collaborations are important for sustainability.

  • THE 6 P'S OF SOCIAL MEDIA

    (V) Promotion if you want social media to work for you,

    allocate a budget to it. Research should be able to guide you

    about how much PPC, PPM ads cost across different

    platforms, and also how you should structure your marketing

    campaigns.

    (VI) Product/Perceptions it is important that you ensure that

    your research is well positioned to help you understand

    customers perceptions about your

    brand/organisation/products/services. Customers enjoy

    sharing experiences on social media so listen very well.

    Feedback, whether good or bad, is ALWAYS good.

  • SIN #2 - FAILING TO SET SMART OBJECTIVES

    Findings from your market research should guide

    you in setting comprehensive social media

    marketing objectives. These objectives should be

    derived from your overall business and marketing

    objectives. Social media does not work in isolation.

  • YOUR SOCIAL MEDIA

    MARKETING

    OBJECTIVES SHOULD

    BE IN-LINE WITH

    YOUR OVERALL

    MARKETING

    OBJECTIVES.

  • SMART OBJECTIVES

    Many businesses, both big and small, make the mistake of not

    setting objectives for social media marketing. Although, most

    of us know the importance of setting SMART (specific,

    measurable, attainable, realistic and timely) marketing

    objectives, most businesses still end up forgetting that social

    media marketing needs its own set of objectives. These

    objectives which should be in-line with the overall marketing

    objectives since social media marketing does not function in

    a vacuum.

  • SMART OBJECTIVES

    It is important to identify the reasons why your business has

    chosen to go social. You need to analyse your needs and

    expectations before you even tackle social media.

    Start by asking yourself the following questions:

    What benefits are you expecting?

    Why do you want to be on social media?

  • 5 S'S OF E-MARKETING

    Here is a general overview of the five main objectives (also

    known as the 5 Ss of e-marketing) for using social media for

    business:

    To sell increase sales/leads

    To save costs by reducing marketing costs

    To serve customers by adding value and giving customers

    extra benefits

    To sizzle by increasing brand awareness online

    To speak to customers get closer to customers

  • SIN #3 - VIOLATINGTERMS OF USE

    All social media platforms have different terms of use

    however most of the themes overlap, take Facebook and

    LinkedIn for instance. Both these platforms have different

    accounts for individuals and organisations. Individuals are

    allowed a personal account otherwise known as a profile,

    meanwhile organisations are allowed a business/company

    page. Despite this clear distinctions, there are still many

    businesses that violate Facebook and LinkedIn Terms of Use

    by creating profiles for their businesses.

  • RESPECT THE TERMS OF USE

    In its Dos and Donts (section 8.2. of its User Agreement)

    LinkedIn clearly outlines that by creating a LinkedIn profile

    you agree that you will not create a member profile for

    anyone other than yourself (a real person).

    In the same breath, Facebook emphasises that Facebook

    Personal profiles are for non-commercial use and represent

    individual people.

  • PLAY B Y THE RULES

    As tempting as it may seem, it is best to stay clear of Black

    Hat practices such as creating a Facebook/ LinkedIn

    personal profile your business. If you really have to, rather use

    your personal profile for business instead.

    Violating Terms of Use and rules of engagement on social

    media has the potential to harm your brand and reputation.

  • SIN #4 - NOT HAVING A PLAN

    Ever heard the phrase if you fail to plan, you plan to

    fail? Well it also applies to social media marketing.

    Approaching social media without a plan is very risky.

    Despite this knowledge, most businesses still choose to

    jump straight into action without having a solid plan of

    action.

    Your plan needs to include social media objectives,

    strategy and campaigns. Other crucial elements to

    include are:

  • PLAN, PLAN, PLAN!

    Customer service like it or not, customers will use your social

    media platforms to compliment, complain or query (be it

    directly via tagging or mentioning your handle directly or

    indirectly via vaguely mentioning you casually). It therefore

    becomes critical for your business to have a well-oiled query

    resolution system that is known and understood by all

    relevant parties in your business.

    Crisis management having a plan doesn't necessarily mean

    that you shouldn't prepare yourself for the worst case

    scenario. Your plan should include a comprehensive social

    media risk analysis because, prevention is better than cure.

  • THANKS FOR READING! LOOK OUT FOR PART 2 , WHERE I WILL BE

    DISCUSSING THE OTHER 4 SOCIAL MEDIA SINS TO AVOID.

    P L E A S E D O N ' T H E S I T A T E T O C O N T A C T M E I F Y O U H A V E A N Y Q U E S T I O N S

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