Chapter 6.pdf - The Art of Digital Marketing Session 6...

The Art of Digital Marketing
Session 6
Social Media Marketing 1

Chapter Objectives
• At the end of this session you will be able to:
• Understanding the concepts and mechanics of social media
and how you can use them to your advantage.
• Discovering how to set up engaging Facebook and Twitter
business profiles.
• Creating a professional LinkedIn profile and participating
in LinkedIn groups to expand your network.
• Running effective Google+, YouTube, and blogging
accounts.

Introducing social media marketing
(smm)
Definition
A form of Internet marketing utilizing social networking sites as
marketing tools, thereby gaining traffic, brand exposure, and
interaction with customers through social media.
More and more people are connecting through social media—to
stay in touch with friends, to date, or to interact with brands and
businesses. Which is great news for digital marketers like you.
.

The process
• Listening
• Properties
• Publishing
• Events
• Jobs
• Advertising
• Measure
• Analyze
• Optimize
• Facebook
• LinkedIn
• Twitter
• Google+
• Youtube
• Business
• Customer
• Product
• Marketing
1.
Goals
2.
Channe
ls
3.
Implem
ent
4.
Analyze

Stage 1: goals
• Media Types: Earned, Owned, Paid
• You can choose to post content
through the following media:
• Earned media is free publicity,
generated by fans and customers in
response to content they like
• Owned media includes
communications that a brand
creates and controls via its own
platform
• Paid media is any paid activity that
drives traffic to owned media
properties.
• Listening
• Properties
• Publishing
• Events
• Jobs
• Advertisin
g
• Measure
• Analyze
• Optimize
• Facebook
• LinkedIn
• Twitter
• Google+
• Youtube
• Business
• Customer
• Product
• Marketing
1. Goals
2.
Channels
3.
Impleme
nt
4.
Analyze
Whatever option you choose, remember that there will be hidden costs involved. An engaging profile
requires great copy, multimedia assets like photos and videos, and a solid strategy.

Forms of social media

Stakeholders of social media
• The way in which users interact with websites has changed considerably.
Initially they visited sites and little else happened. Today this dialogue has
expanded into a full-blown conversation between users and advertisers around
the world. The continual communication has allowed users to tell businesses
what they want (through user-generated content) and for businesses to stand
out from the crowd with original and engaging profiles.

Trying it on for free
• Target market. Does your ideal audience use social media? If the
answer is no! then there is no point in wasting time and money.
• Public reach. Social media blurs the lines between personal and
public content. Users can rate your business quickly and visibly,
so just make sure you have nothing to be ashamed of.