505A Slides.pdf - PLAN IMPLEMENT AND MANAGE EMAIL MARKETING Slides for Chapter 1-4 OVERVIEW Chapter 1 The next phase of social media marketing Chapter 2

505A Slides.pdf - PLAN IMPLEMENT AND MANAGE EMAIL MARKETING...

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PLAN, IMPLEMENT, AND MANAGE EMAIL MARKETING Slides for Chapter 1-4
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OVERVIEW Chapter 1: The next phase of social media marketing Chapter 2: Landing pages Chapter 3: Retargeting Chapter 4: Email Marketing
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THE NEXT PHASE OF SOCIAL MEDIA MARKETING Chapter 1
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REVIEW OF THE SOCIAL MEDIA PROCESS Chapter 1.1
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SOCIAL MEDIA MARKETING PROCESS Stage 1: Developing a content strategy for social media Stage 2: Planning and implementation Stage 3: Content Distribution Stage 4: Choosing and using social media conversion methods Stage 5: Measuring and reporting Strategy: Objective SWOT Target audience Topics Formats Frequency Distribution
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SOCIAL MEDIA MARKETING PROCESS Stage 1: Developing a content strategy for social media Stage 2: Planning and implementation Stage 3: Content Distribution Stage 4: Choosing and using social media conversion methods Stage 5: Measuring and reporting Planning & Implementation: Content calendar Implementation plan Resource allocation Key performance indicators (KPIs) Budget
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SOCIAL MEDIA MARKETING PROCESS Stage 1: Developing a content strategy for social media Stage 2: Planning and implementation Stage 3: Content Distribution Stage 4: Choosing and using social media conversion methods Stage 5: Measuring and reporting Distribution: post the content to relevant social media networks and other digital marketing channels
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SOCIAL MEDIA MARKETING PROCESS Stage 1: Developing a content strategy for social media Stage 2: Planning and implementation Stage 3: Content Distribution Stage 4: Choosing and using social media conversion methods Stage 5: Measuring and reporting Conversion method: convert the social media activity into tangible results
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SOCIAL MEDIA MARKETING PROCESS Stage 1: Developing a content strategy for social media Stage 2: Planning and implementation Stage 3: Content Distribution Stage 4: Choosing and using social media conversion methods Stage 5: Measuring and reporting Measuring & Reporting: collection of results or performance metrics in a report and formulate insights and recommendations
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SOCIAL MEDIA CONVERSION Chapter 1.2
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CONVERSIONS Conversion = action you’d like the user to take Conversion examples: Download of high value content (e.g. an eBook) Completed form (e.g. email subscription form) App download Online purchase
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SOCIAL MEDIA CONVERSION Hey! I’m here and I sell […] We’ve got special […] We’ve got good reviews and promotions on Like your Facebook post Sign up to newsletter Go to your website and view products pages Buy your product Buy your (new/different) product again Write you a review on social media We’ve got something new/better Share your experience
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IN-CLASS ACTIVITY Open a social media network that you use personally, such as Facebook. In your newsfeed, find a sponsored post (i.e. paid advertisement) from a brand that you’ve never heard of or interacted with before. Click on the link. On the landing page, what is the conversion? Is it matched to the awareness, consideration or decision buyer stage?
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LANDING PAGES & RETARGETING Chapter 1.3
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HOW TO INCREASE CONVERSIONS?
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