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MART 330 Integrated Digital Marketing

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Social Media Marketing

Leanne Ross

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14 August, 2017

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Agenda

  1. What is Social Media Marketing?
  2. How do we choose channels?
  3. Social media for selling
  4. Organic versus Paid strategy
  5. What an integrated digital marketing campaign looks like...

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Myth: Social Media Marketing is Easy

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Edgerank algorithm

​

Influencer rate calculation

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Social Blade growth bots

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What is Social Media Marketing?

“Social media marketing refers to the process of gaining traffic or attention through social media”

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Social media can also help build backlinks that in turn support Search Engine Optimisation (SEO) efforts

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How to

Choose

Channels

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Choosing Channels

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Facebook

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Snapchat

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WayneDenner.com

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Instagram

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Social Selling

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The top 500 retailers earned $3.3bn from social commerce in 2014

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Smartinsights.com

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How Marketers Sell on Social Media

  • Build confidence through education/expert content
  • Build relationships with relevant content
  • Build brand awareness through campaigns/competitions
  • Target demographics, local audiences, etc.
  • Brand advocates
  • Shopping = social process

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Psychology of Sales

  • Peer Approval: our desire to fit in (reviews, UGC, #trending, sharing)
  • Hunter-Gatherer: fear of losing out on time-bound / limited offers
  • Anchoring: brain’s constant search for patterns to affirm our decision-making
  • Authority: our inherent trust in leaders / experts

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Example: UniBaggage

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Example: UniBaggage

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Example: QuinnsThePrinters

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Example: QuinnsThePrinters

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Example: Universal Pictures

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Example: Universal Pictures

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Example: Me

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Example: Me

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Direct Selling on Social Media

  • Built-in tabs / Marketplace
  • Affiliate links in posts (CODE123)
  • Buy buttons - Pinterest
  • LikeToKnow.it
  • Retargeting social ads with pixels
  • Newsletter sign-ups
  • GPS location promotions

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73% of people who have tried social buy buttons say they would do so again.

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SocialMediaToday.com

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Organic versus Paid Social Media

Organic = listening, engagement, customer service.

Can be challenging because of algorithms.

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Paid = targeting for customer acquisitions / brand awareness.

  • Based on interest
  • Remarketing (e.g. custom audiences)
  • Lookalike audiences

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Algorithms

100 Likes:

2 - 5 35 - 40 75 - 80

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Algorithms

100 Likes:

2 - 5

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Not Just Facebook

Instagram has an algorithm…

Twitter is chronological but…

Pinterest has an algorithm...

YouTube works on channels but…

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Social networks change their algorithm to improve user experience and that's ultimately what we want = drives quality leads to website

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Facebook

Ad

Targeting

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Measuring Success

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Channel Analytics

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Google Analytics

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Social Media Referrals

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Integrated Digital Campaigns

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SEO

Website

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Email

Marketing

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Content Marketing

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Social Media Marketing

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Influencer Marketing

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Results

Within 8 months:

  • Website Domain Authority 17 / 100
  • 2,087 Facebook fans (204 check-ins)
  • 227 Instagram followers
  • High social engagement rates
  • Growing email subscriber list

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  • Increase in bookings year-on-year

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Summary

  • Social media marketing exploits several features of human nature
    • Power of word-of-mouth
    • Social proof
    • Small worlds (e.g. 6 degrees of separation from Kevin Bacon): essence of “virality”
    • Curiosity (and gossip)
    • Vanity
      • And probably more: but marketers need to realise/exploit at least these features
  • Q: “What’s the best place to go fishing?” A: “Where the fish are.”
    • Many people spend a huge amount of time on SM: so try to learn from their behaviour, and try to help with their problems (and don’t intrude on them!)
  • Facebook knows even more about some of your behaviours than Google does, and some of these behaviours are more relevant than search!

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Key concepts

  • Social media marketing
  • Influencer marketing
  • Virality formula (see textbook)
  • Social media KPIs (including pros and cons of each)
  • Facebook pre-defined segmentation and targeting possibilities
  • Lookalike audiences
  • Integrating SM with other digital and also offline marketing
  • Choice of channels based on customer behaviour

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Example exam questions

  1. What are some key strategic issues for marketers considering starting to use social media marketing? What are some key strategic issues for marketers managing an existing social media marketing programme?
  2. What are the 6 social media myths discussed in the textbook, and for each of them, why are they myths?
  3. Discuss some ways that social media marketing can and should be integrated with other aspects of digital marketing, and also offline marketing

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Activities

  1. Create your free account on Hootsuite, if you have not done so already
  2. On your page on the class site, add links to your SM presence (why should people follow you? Are you a good laugh? A thought leader?)
    • Consider adding social media sharing buttons to your web page on the class site
  3. Look at the pages in your tutorial group. Which ones do you like? Which don’t you like? Why? Can you offer suggestions for improvement? Follow the ones you like. (Make it easy for the class to follow you on Neocities: provide a link, or a button.)

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