Social Media Marketing

SOCIAL MEDIA
MARKETING
by Victoria Rusnac

2
§ Social Media overview
§ Role in marketing strategy
§ Technical aspects explained
§ Facebook Social Ad campaign
§ Facebook Social Media metrics
§ Design Best Practices
§ Trends in Facebook advertising
§ Other Social Media platforms
AGENDA

Plus… more SM platform:
§ FB Messenger
§ WhatsApp
§ Quora
§ Foursquare
§ Flickr
§ Periscope
§ Vine
§ Yelp
Data: Jan’17
SMM CHANNELS

THE MOST VISITED SITES IN THE WORLD
No. 1
No. 2
79% of users
access via mobile
https://www.weforum.org/agenda/2017/04/most-popular-websites-google-youtube-baidu/
April’17

GOOGLE + FACEBOOK = DIGITAL DUOPOLY
40.7%
Global online advertising
market
https://www.ft.com/content/30c81d12-08c8-11e7-97d1-5e720a26771b
March’17
20%
Global online advertising
market

FACEBOOK IS DOMINEERING THE SOCIAL REALM

HOW TO CHOOSE A PLATFORM
§ What are my goals for my business on social and can I accomplish
them on this platform?
§ Is my target audience on the platform?
§ Can I create content that fits the platform and my business?
§ Do I have the budget to reach my target audience on that platform?

10 BIGGEST MISTAKES
1. Being inconsistent
2. Not defining your strategy
3. Not establishing goals and KPIs
4. Not responding to comments
5. Waiting for fans to come to you
6. Measuring success based on total followers
7. Selling your product too hard
8. Not selling your product enough
9. Posting the same content on every platform
10. Treating your feed like your personal account
ON SOCIAL MEDIA

SOCIAL MEDIA
1) Facebook
2) Instagram
3) LinkedIn
4) YouTube
5) Twitter
6) Google + (for SEO)
7) Snapchat
WHERE TO START

10
AGENDA

Marketing Analysis (The 4 Cs)
Customers
MARKETING STRATEGY =
Target customers + Value Proposition + Positioning
Marketing Mix (The 4 Ps)
Product &
Service
Place/
Channels Promotion
Pricing
Customer
Acquisition
Customer
Retention
Profits
Creating
Value
Capturing
Value
Sustaining
Value
CollaboratorsCompetitorsCompany
BRAND
MARKETING STRATEGY EXPLAINED

12
1. ADVERTISING
2. PUBLICITY
3. DIRECT MARKETING
4. PERSONAL SELLING
5. SALES PROMOTION
PROMOTION MIX (KOTLER)

https://techcrunch.com/2016/08/07/how-google-analytics-ruined-marketing/
SMM IS ABOUT ADVERTISING AND DIRECT MARKETING

MESSAGES
CONTENT
CHANNEL
COMMUNICATION STRATEGY
BRAND

Strategy = Advertising (one of the parts of the traditional Promotion Mix)
Message = “Our shoes are the most stylish and available in different colors”
Content = Video
Channel = Facebook
Strategy = SEO (digitalised direct marketing)
Message = “These are the tools to find a job you love”
Content = Blog post
Channel = Google search results
EXAMPLES OF STRATEGY

JAB JAB JAB… RIGHT HOOK BY GARY VEE

17
AGENDA

UTM CODE: ABILITY TO TRACK
Google Analytics URL builder:
§ Source = Facebook
§ Medium = paid
§ Campaign = name of campaign
Purpose:
Identify the traffic that is coming to your website
from the campaign
UTM codes = Tracking codes
https://ga-dev-tools.appspot.com/campaign-url-builder/

TRACKING PIXEL: ABILITY TO MEASURE CONVERSION
What is a pixel for tracking?
§ A tiny, invisible-to-the eye, pixel-sized image that allows for companies to track
website visits, advertising impressions, email tracking, sales conversions and other
types of activity on the web.
There are several ways you can use data collected from the pixel tracking to refine
your advertising strategy.
§ Measure the results of your ads. Understand how successful your ad is by seeing
what happened as a direct result. You can view information like your conversions
and sales.
§ Drive more conversions. Set up automatic bidding to target people who are more
likely to take an action you care about (convert).
§ Reach the right people. Find new customers, or people who have visited a specific
page or taken a desired action on your website. Plus, create Lookalike Audiences to
reach more people who are similar to your best customers.

20
AGENDA

21
SEARCH SOCIAL
Pull.
Middle to low funnel.
Intent driven.
Your ad is the answer to user’s question.
Keyword-targeting.
Text ad format.
Push.
Top and Middle of the funnel.
Fuel search campaigns.
Targeting based on segments.
The user is not actively looking for the product.
The user is being interrupted by our ads.
Display, video or text ad formats.
Storytelling and brand building.
PAID SOCIAL VS SEARCH

FACEBOOK AS AN ADVERTISING PLATFORM
Facebook calculates an EdgeRank (starting from 2013) for
each user and each post. The posts with the highest
EdgeRank are shown.
Affinity is your relationship with users. So if they’ve clicked
your links, liked or commented on your posts in the past,
EdgeRank gives it higher priority in that user’s News Feed.
96% of users never return to a brand’s
page after the first visit.
Weight is how much priority EdgeRank gives to your
post, based on the post type.
Time decay simply means how old is your post?
If you want to be on Facebook and have any results, you need to pay.

FACEBOOK ORGANIC
§ Organic reach is 2-5%
§ The more you post, the less time you will be given => POST
LESS!
§ 3 times/week + 1 time/weekend
§ Boost your post to create engagement
LESS IS MORE

Create separate campaigns for
each objective
Organize Ad Sets by audience,
targeting, budget, schedule,
bidding, placements.
Create multiple ads to optimise
a creative
CREATING A FACEBOOK CAMPAIGN & ITS PROCESS

CREATE CAMPAIGN: OBJECTIVE SETTING
The objective you choose aligns
with your overall business goals:
§ Awareness: Objectives that
generate interest in your product
or service.
§ Consideration: Objectives that
get people to start thinking about
your business and look for more
information about it.
§ Conversions: Objectives that
encourage people interested in
your business to purchase or use
your product or service.

CREATE AD SET: BUDGET & SCHEDULE
Reach
This is the number of
people we estimate you'll
reach in your audience,
out of the total number of
people in your audience
who are active on the
selected platforms each
day. This has to do with
factors like your bid and
budget.

AD SET: CUSTOM AUDIENCE
A Custom Audience from a
customer list is a type of
audience you can create
made up of your existing
customers.
A Custom Audience can
be created by using:
• a hashed customer list of
your customers,
• data partner,
• your pixel data or
your mobile app data;
• fans of your Facebook
page.

LOOKALIKE AUDIENCE AND ITS BENEFITS
A lookalike audience is an algorithmically-assembled group of social network members who
resemble, in some way, another group of members (Custom Audience).
§ A way of assembling a social media population who is likely to use your product
§ An incredibly powerful combination of targeting and segmenting.
§ Exclude Custom Audiences of people who have already converted!
§ Reach those valuable consumers so you can offer much more relevant ads and get a much
higher quality response for your ad spend.

AD SET: LOCATIONS
Selecting your location
Location targeting lets you
select your audience within a
custom radius from the
following locations:
• Country
• State or region
• City
• Post code
• Business address

LOCATION TARGETING: REFINING YOUR AUDIENCE
The choices for audiences within a location are:
• Everyone in this location (default): This option allows you to target people who are currently in a
specific city or area. These includes people who updated their current city in their Facebook profile, as
well as anyone determined to be in that location based on device and connection information. You
might want to advertise large fairs or high-profile sporting events, for example, to everyone in a location.
• People who live in this location: This includes people who live in an area within the location you
choose. This is determined by their stated city on their Facebook profile and is also validated by based
on device and connection information. You might want to advertise a local hospital or gym, for example,
to people who live in a location.
• People recently in this location: With this option, you are targeting people whose most recent location
is within the selected area, as determined by the device and connection information that we may
collect. This includes people who live there or who may be traveling there. You might want to advertise
time sensitive sales, for example, to people recently in the location you choose.
• People traveling in this location: This includes people traveling in the selected area as determined by
the device and connection information that we may collect who are more than 125 miles from their home
location. You might want to advertise rental cars, for example, to people traveling in a location.

DETAILED TARGETING
Detailed targeting is a targeting option available in the
"Audience" section of ad set creation that allows you to refine
the group of people we show your ads to. You can do this with
additional demographic information, interests and
behaviors.
These detailed targeting options may be based on:
§ What people share on their timelines
§ Apps they use
§ Ads they click
§ Pages they engage with
§ Activities people engage in on and off Facebook related to
things like their device usage, purchase behaviors or intents
and travel preferences
§ Demographics like age, gender and location
§ The mobile device they use and the speed of their network

AD SET: CONNECTIONS TO YOUR FACEBOOK PAGE
Boost your post and
communicate with your
community

AD SET: CONNECTIONS TO YOUR EVENTS

SEGMENTS
&
PERSONAS
Facebook shows why
it’s important to have
segments & personas
and understand them
deeply.

PLACEMENT, OPTIMISATION AND DELIVERY
My recommendation on
placement:
Edit Placements to control
more the placement of your
ads
Delivery Type:
§ Standard - Show your ads
throughout your selected
schedule (recommended)
§ Accelerated - Show your
ads as quickly as possible

PLACEMENTS
§Facebook Feeds
§Instant Articles
§In-stream videos
§Right column
§Instagram Feed
§Stories
§Audience Network: a network of publishers that you can’t control
§Messenger Home
§Sponsored messages
Note: Depending on your ad type and the design of its creative, every placement may not be
available.

AD FORMATS
https://www.facebook.com/business/learn/facebook-create-ad-basics

YOUR CONTENT: FACEBOOK AD AND LANDING PAGE

43
AGENDA

FACEBOOK METRICS: GENERAL
• Impressions: the total number of times your ad was shown. This is different from Reach.
• Reach: the number of individual people who have seen your ad.
• Cost Per 1,000 Impressions (CPM): the average cost to show your ad 1,000 times. Think of
this as Facebook’s price tag; it varies depending on the demand for the audience you’re
targeting at the time you’re running ads.
• CPC (Link): the average cost of each click from your ad over to your website. Calculated by
taking the Amount Spent divided by the number of Link Clicks.
• Frequency: the average number of times each individual has seen your ad. Calculated by
Impressions divided by Reach.
• Link Clicks: the number of people who clicked on your ad and were directed to your opt-in
page.
• Click-through Rate (CTR) Links: the percent of people who saw your ad and clicked over to
your opt-in page.

FACEBOOK METRICS: CAMPAIGN SPECIFIC
For Lead Generation, “Content Awareness” or email sign-ups campaigns
• Leads: the number of people who signed up on your landing page after clicking on your
Facebook ad. Cost per Lead: how much each sign-up has cost you so far. Calculated by
taking the Amount Spent and dividing it by the number of Leads.
For Campaigns to Make Sales
• Checkouts: the number of people who converted to customers from your ad. This requires
you to have set up conversion tracking on the purchase completion page.
• Cost per Checkout: how much each sale has cost you so far. Calculated by taking the
Amount Spent and dividing it by the number of Checkouts.
For Video Ads
• Video Views: the number of times your video has been viewed for 3 seconds or more.
• Average % of Video Viewed: what percent of your video was actually seen by all the people
who “viewed” it.
• Video Views to 75%: what percent of people who “viewed” your video actually watched it until
the 75% mark.

46
AGENDA

CONTENT STRATEGY FOR SOCIAL MEDIA
1. Brand and Story Focused: What do you stand for? What is your
message?
2. Product Focused: What is your product/service, and how does it
stand out?
3. Lifestyle: How does the product/service fit into customers’
everyday life?
4. Promotions: What special deals can you offer me?
5. Behind the Brand: Who’s making this product?
6. User-Generated Content: What do real people think of this
product/service?
7. Trending Topics: How is your brand related to my interests?

BEST PRACTICES: FACEBOOK LIBRARY
https://www.facebook.com/business/success

BEST PRACTICES: VIDEOS
https://www.facebook.com/business/success/sonos#
https://www.facebook.com/business/success/jagermeister

BEST PRACTICES
https://adespresso.com/academy/ads-examples/

SOCIAL MEDIA STYLE – PART OF BRAND GUIDELINES
1. Design Styles: 3-5 styles that define your
aesthetic
2. Colour Palette: Which colours are most
prominent in your photography and ads?
3. Photography Style: Top down? Symmetrical?
Editorial? Keep it consistent and polished.
4. Typography: Which typefaces will be used in
your social media ads?
5. Branding: How is your branding or product
featured in your content?

54
AGENDA

FACEBOOK TRENDS
1.Sequential Ads
2.UGC (User Generated Content)
3.Community management
4.Influencer marketing
5.Offline-social bridge

1. SEQUENTIAL ADS
You need to nurture your audience and move them
gradually from awareness to purchase.
Sequential Advertising is when a series of ads are
shown to the audience in a specific order, and each
message informs the next.
They used a sequence of three ads with messaging
designed to achieve:
1. Branding
2. Consideration
3. Action
Consideration
Conversion
Awareness

1. SEQUENTIAL ADS: Flamingo Candles

2. UGC
User-generated content is content your users and fans are creating that features your
brand. With their permission, using this content in your content calendar can help
provide you with additional content and make your content feel authentic and relatable.
Give credit where credit is due.
Sourcing UGC
1) Having a branded hashtag: A hashtag that people can tag in posts that simply states
your brand will help you find UGC. (photos you are tagged in, location)
2) Search posts’ comments: Search for users who have interacted with your product
3) Ask for it: In posts, ask users to take a photo with your product in different settings.
4) Provide incentive: Offer a prize, event or swag for participating. Surprise and delight
your fans for great content!

3. COMMUNITY MANAGEMENT
Strong community management gives brands a close, on the ground look at how fans and
followers are engaging with content. In addition to answering questions, community managers
build and foster a sense of belonging among fans, while reinforcing messaging, voice and
values.
From customer service to congratulatory thumbs ups - community management is the
gateway to your fandom.
REPLY TO EVERYONE
Don’t ignore the haters. Respond to positive AND “constructive” comments publicly to show
transparency.
FOLLOW FELLOW BUSINESSES & FANS
Don’t wait for them to come to you! Follow the business next door, and loyal customers— they
just might follow you back!
HASHTAG HUNT
Looking through the feeds of relevant industry hashtags can help you identify influencers and
your audience’s interests.

3. COMMUNITY MANAGEMENT: INNOCENT

3. COMMUNITY MANAGEMENT: RAK
Random Act Of Kindness:
- Bad customer service: We are sorry
- Engaged users: Thank you for their contribution
- Top spenders: Thank you for leaving their money
- Most loyal or high tenure users
Example: https://sorryasaservice.com/

3. COMMUNITY MANAGEMENT: TRANSFERWISE
Random Act Of Kindness to existing users based on satisfaction survey

4. INFLUENCER MARKETING: SPONSORED POST

4. INFLUENCER MARKETING: BRAND AMBASSADOR
Yelp Elite:
status, badge, perks, invites.
TheSkimm with Skimm’basador:
recognition on the site, branded T-
shirts, handbags, networking
opportunities.

5. OFFLINE-SOCIAL BRIDGE
Recruitment exhibition:
lots of UGC by creating people’s
profiles

5. OFFLINE-SOCIAL BRIDGE
Selfie corner
https://selfiestation.com/ga
llery/

69
AGENDA

70
+
Organic reaches all audience
Less competition
No CTA or link for organic (only for paid)
INSTAGRAM VS FACEBOOK
-

SNAPCHAT ONE SLIDER
Snap Ads
The original vertical video ad — now with attachments customized for your
objectives.
Filters
Filters allow you to be where your product is bought, thought about, or
consumed. Create your own Filter and drive awareness, advocacy, and
action in one package.
Lenses
Lenses are the most playful and memorable way to increase awareness, on
a massive scale. With one tap, you can invite Snapchatters into your world
— and your story.
REACH MILLENIALS

Social Media Marketing

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (7)

Similar to Social Media Marketing

Similar to Social Media Marketing (20)

More from Acta School

More from Acta School (7)

Recently uploaded

Recently uploaded (20)

Social Media Marketing