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SOCIAL MEDIA MARKETING
Prepared By:-
Dixon Dominic Palett
SOCIAL MEDIA LANDSCAPE
Publishing sector
4 MAIN SECTORS
Publishing sector
Sharing sector
Discussing sector
Networking sector
Social Media channels that encourage publishing and contributing contents
Categories:
1, Blogging platform
Youtube, Vimeo (videos), Pinterest, Flickr, Instagram
(photos), Slide Share (slides),
2, Wikis
Wikipedia, Wikia, Mahalo
Publishing sector
Sharing sector
4 main sectors around:
Publishing sector
Sharing sector
Discussing sector
Networking sector
Social Media channels that include sharing functions for
pictures, links, videos, music, products,...
Categories:
1, Specified sharings
Wordpress, Live Journal, B Blogger, TypePad, Over Blog
2, General sharrings
Tumblr, Vine, Spotify, Deez,
Sharing sector
Discussing sector
4 main sectors around:
Publishing sector
Sharing sector
Discussing sector
Networking sector
Social Media channels that have base of discuss over
contents through chatting, commenting, sharing
Categories:
1, Knowledge platform
Quora, Reddit, Stack Exchange
2, Mobile chat applicaitons
Skype, WhatsApp, SnapChat, Sina Webo (China), Kakao Talk (Korea),
Discussing sector
Networking sector
4 main sectors around:
Publishing sector
Sharing sector
Discussing sector
Networking sector
Social Media channels for establishing relationships
Categories:
1, B2C network
Badoo, Tagged, Zing Me ,
2, Professinal networks
LinkedIn, Viadeo, Xing,...
Networking sector
Source:- 2015 Social Media Marketing Industry Report. Michael A. Stelzner (May 2015)
Blogging v/s Micro Blogging
•It’s all in the name….
Blogging Sites Micro-Blogging Sites
Marketing via Blogs
Own Blogs Trending Blogs
Trending Bloggers
Own Blog
Trending Blogs
Trending Bloggers
Micro Blogging “Average page visit lasts a little less than a minute”
Nielsen Norman
Spare time surfing -> Quick burst of info. -> First 10 secs crucial
Short, frequent and interest.
Everything in twitter is based off of the # Tag a way to mark something as belonging to a specific category. To give
Some
Cult of the # tag
#Context
metadata tag
#Sponsored Tweets
Snoop Dogg, for instance, makes about $8,000 or more per tweet.
He has a massive 6.4 million followers, and is in the upper echelon of the tweet elite.
Next up would be someone like Paula Abdul, whose 2.2 million followers nets her a cool $5,000 per tweeted ad.
So who’s in charge of doling out the dough to these high-profile tweeters? Ad.ly is the largest social media celebrity endorsement company out there, and they connect the big names in advertising with the big names in pop culture.
Charlie Sheen tweeted what was likely the most expensive sponsored tweet to date
A call for a “Tiger Blood” intern, who would
apply through Internship.co . This $50,000 tweet generated nearly 100,000 clicks to Internship.com in the first hour, and over 80,000 applications for the position.
Most #Expensive sponsored tweet
$50,000
Internship.com
AInternship.com
#Sponsored Tweets
The second tweet in the campaign went out Wednesday afternoon from Sheen’s 2.5-million-followers-and-growing account:
#Sponsored Tweets
Internships.com received
• 74,040 applications• 181 countries • First hour generated 95,333 clicks• In two days a whopping 412,500 click through.
That’s much, much more than a similarly targeted Google ad would generate. -- Arnie Gullov-Singh,
CEO, Ad.ly
#Sponsored Tweets
Internships.com
In Twitter Universe , are just like google sponsored search ads
#Promoted Tweets
1. •Twitter has Real estate and data
2. •Ad Network
3. •Marketer Targeting
Promoted tweets
#Twitter Chat• What is/why Twitter Chat?• A Twitter chat is a public Twitter conversation
around one unique hashtag. This hashtag allows you to follow the discussion and participate in it. Twitter chats are usually recurring and on specific topics to regularly connect people with these interests.
Are just an extension of twitter chats.
Twitter contests
Hosting a Twitter chat is an effective way to:
• Promote your social media presence: While Twitter chats evolve around one hashtag, it’s still Public
• Get instant feedback: Twitter chat is a great opportunity to listen to your community. Ask questions and you’ll get answers immediately.
• Create the community behind your business: A Twitter chat is one of the most engaging social media activities which forms a habit. Your followers tune in weekly at the same time to interact with each other, follow each other, retweet each other, etc. That’s one of the best ways to turn your followers into your brand advocates.
• Provide customer support.
#Twitter Chat
Twitter analytics a.k.a Trends
A # tag highlights how social media can drive
traditional media to respond
Youtube ADSYoutube channel monetization
The YouTube Partner Programme allows creators to monetise content on YouTube through a variety of ways including advertisements and (merchandise, paid channels )
Marketers are on the other end of those ads, who buy time slots in the beginning and middle of the videos.
What else then?!Enter YouTUBE networks
Independent Network collectives with which youtubers’ sign up with for monetization possibilities.
• They act & function like Talent Agencies • Marketers contact Networks for
promotional Possibilities. • Networks scout their members for
marketer Criteria's, demographic needs • Since youTUBE is much like TV network,
just online – Hence Product placements, Brand deals, Product Reviews
YouTUBE networks
Closing Comments
• Social promotional platforms are much more symbiotic in nature. Specially YouTUBE.
• High reach low cost per impression platform
• Targeted towards Future Buyers.
200 Million Members200 Million Members
Source: LinkedIn Audience 360 Study, across 8 markets fielded August to December 2011.
Target(Target the most affluent, influential, and
educated audience on social media)
Display Advertising on LinkedIn
Email Marketing: Sponsored Inmail
PPC Advertising
Target
Sponsored Updates on LinkedIn’s newsfeed
Company Page(s) on LinkedIn
Target updates
Set budget, campaign duration
Create Ad Campaign
Publish(Content Marketing that delivers)
LinkedIn Showcase Pages
Target
Publish
Extend(Amplify messages through the LinkedIn network, and
extend quality traffic and data from LinkedIn to branded sites)
Social Sharing
Authentic Access
Quality traffic
Source: LinkedIn Audience 360 Study, across 8 markets fielded August to December 2011.
47% of B2B companies actively use LinkedIn 47% of B2B companies actively use LinkedIn
How Companies are Using LinkedIn?
LinkedIn Company Pages
LinkedIn Groups
LinkedIn Ads
LinkedIn Polls
1
2
3
4
2.6 million companies have LinkedIn Company Pages2.6 million companies have LinkedIn Company Pages
Show off What You DoShow off What You Do
Get Recommendations From UsersGet Recommendations From Users
Give Others an Inside Look at Your Company Give Others an Inside Look at Your Company
Contribute Content Regularly
Post once a day
Make it Easy to Find & Follow You
Add a Follow button to your website and digital presences.
Include a link to your Company Page on company collateral and presences.
Consider paid options through LinkedIn to find and acquire new followers and drive Page traffic.
Say Hello to GroupsSay Hello to Groups
Create a Group
Generate Intrigue with Discussion Questions
Share eBooks
Maximize Your LinkedIn Group
Add keywords in the description of your group to increase your search rankings on LinkedIn’s search section.
Add keywords in the title of the group to be found on Google.
Add your company website or blog to the group to drive traffic to your site.
Send a weekly message that adds value for group members and drives traffic back to your site.
Connect people in the group by making introductions to those who could potentially do business with one another.
Amplify & Target With LinkedIn Ads
Effective Ad
Headline draws attention of target customer
Description is clear
Strong offer
Build Facebook Fanpage
Connect with people
Create Facebook Ads
Run Ads
Measure Ads’ performances
Objectives
Audiences
Campaign, pricing, scheduling
Build Facebook Fanpage
Connect with people
Engage fans with quality contents
o Posts are relevant to your
audience and businesso Be succinct, friendly and
conversationalo Photos and videos -tend to
be more engagingo Ask questions or seek inputo Give access to exclusive
information and specialso Be timely
Post quality content regularly
Build Facebook Fanpage
Connect with people
Engage fans with quality contents
Influnce friends of fans
o Encourage people to interact
with your business (the power
of WOM) through events,
questions, check-in suggestion,
exclusive sharing.o Expand reach to friends of fans
by sponsoring the
posts/stories.o Measure the result: Page
Insights, Ads Manager..
The art of spreading
Never Return To Pages
