SOCIAL MEDIA MARKETING

DENİZHAN DEMİRKOL

İREM SOSLU

What is social media marketing?

Social media marketing is the use of social media to market a product or service.

Platforms:Social networking websites

Mobile phones

•Social networking websites allow individuals and businesses to interact with one another and build relationships and communities online

Social Media Marketing Trends to Your Business• In 2014, over 80% of business executives identified social media as an

integral part of their business.Business retailers have seen 133% increases in their revenues from social media marketing.

• Mobile phonesRoughly 75% of those people are on social media and ¾ of those folks have social media accounts on their mobile phones.In 2017, figures suggest that more than 90% of Internet users

will access online content through their phones

SOCIAL MEDIA MARKETING STRATEGIES• The passive approach:Social media can be a useful source of market information and customer's voice.Blogs, content communities, and forums are platforms where individuals share their reviews and recommendations of brands, products, and services and businesses are able to tap and analyze the customer voice generated in social media for marketing purposes.

STRATEGIES• The active approach:Social media can be used not only as public relations and direct marketing tools but also as communication channels (targeting specific audiences with social media influencers) and as customer engagement tools. Facebook and LinkedIn are leading social media platforms where users can hyper-target their advertisements.

HYPERTARGETING• Hypertargeting refers to the ability to deliver advertising content to

specific interest-based segments in a network.• The general field of hypertageting draws information from 3 sources:

Registration - basic data gathered when users register for site access (e.g. age, sex, location)

Profile - detailed content completed by active users (e.g. favorite movies, activities, brands)Behavioral history - data gathered from online activities like sites visited, purchases made, groups joined, etc.

ENGAGEMENT PROCESS• Engagement means that customers and stakeholders are participants

rather than viewers. Social media in business allows all consumers to express and share an opinion or an idea somewhere along the business’s path to mark

• Each participating customer becomes part of the marketing department, as other customers read their comments or reviews. The engagement process is then fundamental to successful social media marketing.

CAMPAIGNS:• The 2008 US presidential campaign had a huge presence on social

networking sites. Barack Obama, a virtually unknown Democratic candidate, utilized 15 different social media websites to form relationships with the millions of American citizens who utilize those networks. By the end of his campaign, Obama had 5 million social media network supporters (2.5 million on Facebook and 115,000 on Twitter)

On Social Media, Hillary Clinton and Donald Trump Have Different Styles

• Of the two candidate, Mr. Trump has the largest following on social media — with 10.3 million Twitter followers and 9.9 million Facebook likes, compared to Mrs. Clinton’s 7.78 million followers and 4.8 million likes.

• Mrs. Clinton has started to reply to her rival with one-liners the most popular being the one in which she told Mr. Trump to “delete your account” after he criticized Mr. Obama for endorsing her. The tweet has been retweeted more than 482,000 times — the most-shared tweet of either candidate since the 2016 campaign started.

• Twitter allows companies to promote their products in short messages known as tweets limited to 140 characters which appear on followers’ Home timelines.

• Twitter is also used by companies to provide customer service.Some companies make support available 24/7 and answer promptly, thus improving brand loyalty and appreciation.

• Facebook pages are far more detailed than Twitter accounts. • They allow a product to provide videos, photos, and longer

descriptions, and testimonials as other followers can comment on the product pages for others to see.

• As of May 2015, 93% of businesses marketers use Facebook to promote their brand.

• Google+, in addition to providing pages and some features of Facebook, is also able to integrate with the Google search engine. Other Google products are also integrated, such as Google Adwords and Google Maps. With the development of Google Personalized Search and other location-based search services, Google+ allows for targeted advertising methods, navigation services, and other forms of location-based marketing and promotion. Google+ can also be beneficial for other digital marketing campaigns, as well as social media marketing.

• LinkedIn , a professional business-related networking site, allows companies to create professional profiles for themselves as well as their business to network and meet others.

• LinkedIn provides its members the opportunity to generate sales leads and business partners.

• Yelp consists of a comprehensive online index of business profiles. Businesses are searchable by location, similar to Yellow Pages. Business account holders are allowed to create, share, and edit business profiles. They may post information such as the business location, contact information, pictures, and service information. The website further allows individuals to write, post reviews about businesses, and rate them on a five-point scale.

• Foursquare is a location-based social networking website, where users can check into locations via a Swarm app on their smartphones. Foursquare allows businesses to create a page or create a new/claim an existing venue.

Rather than relying on simple banner ads, Tumblr requires advertisers to create a Tumblr blog so the content of those blogs can be featured on the site.

• YouTube is another popular avenue; advertisements are done in a way to suit the target audience. The type of language used in the commercials and the ideas used to promote the product reflect the audience's style and taste.

• YouTube also enable publishers to earn money through its YouTube Partner Program

• In May 2014, Instagram had over 200 million users. The user engagement rate of Instagram was 15 times higher than of Facebook and 25 times higher than that of Twitter.

• Platform for marketers to reach their customers and prospects through sharing pictures and brief messages. According to a study by Simply Measured, 71% of the world’s largest brands are now using Instagram as a marketing channel.

• Other than the filters and hashtags functions, the Instagram’s 60-second videos and the added ability to send private messages between users have opened new opportunities for brands to connect with customers in a new extent, further promoting effective marketing on Instagram.

• Web sites such as Delicious, Digg, Slashdot, Diigo, Stumbleupon, and Reddit are popular social bookmarking sites used in social media promotion.

Risks of using social media:Of course, marketing through social media also has its risks just like every other marketing strategy in business. These potential risks include:• wasted time and money – if you don’t know what you’re doing• the spread of the wrong kind of information – word of mouth

online is very powerful so you need to be careful with what you post

• legal risks – there are rules to follow such as privacy legislation and the laws regarding spam, copyright and other online issues.

Metrics for social media marketingWeb site reports: Google Analytics is a free tool that shows the behavior and other information, such as demographics and device type used, of website visitors from social networks.Return on investment data:The end goal of any marketing effort is to generate sales.Customer response rates:Several customers are turning towards social media to express their appreciation or frustration with brands, product or services.Reach and virality