DISCOVER

Learning Outcome: Discover

Current Social Media Situation

What you’ll be learning

• Basics of Social Media –

Blog, Facebook, Instagram,

LinkedIn

• Describe your target

customers on social media

• Study and learn from

competitors

Basics

What is a Blog?A. Content Management System

(CMS) like Blogger, Wordpress, Tumblr, or Typepad

B. An online diary by teens and youths

C. Lifestyle content written by influencers

D. A page on your corporate website with updated articles

E. Useful to tap SEO and Social Media

What is your answer? (you can choose more than one)

Parts of Blog Post

Headline, Date, Image, Social Shares

Text Details, Hooks, and Facts

Formatting With Sub Headers

Conclusion and Comments

What are the Pros of Blogs?

• Create your brand voice

• Provide value to potential customers

• Embed multi-media (videos, photos, audio infographics)

• Drive Call To Action (CTA)

• Tap on SEO and organic traffic

• Create shareable content for social media

• Less competition –most DON’T blog

• Evergreen articles continually attract traffic

What are the Cons of Blogs?

• Writing is NOT easy

• Time and resources needed

• Slow burn strategy to see results

• Creative ideas needed

• Indirect way of marketing

• Need to know BOTH SEO and SMM

• Google Analytics knowledge needed

Basics

How Many People Are On Facebook?

A. 100 million

B. 500 million

C. 1.71 billion

D. Over 2.2 billion

E. 7.6 billion

What do People NOT Use Facebook for?

A. Connect with friends

B. Be entertained

C. Be updated on the news

D. Connect with a brand

E. Look for a job

F. Complaint about companies

G. Share photos

H. File their taxes

Personal, Group or Page?

https://www.perfectbalancemarketing.com/advanced-facebook-training/

Navigating Facebook Page

What are the Pros of Facebook?

• Huge network > 2.2 billion users

• Easy to use and update

• Most viral social platform

• FREE and easy analytics

• Targeted advertising options

• Highly interactive and engaging

• Good way to deliver customer service

• Social proof snowballs campaign

• Multiple media formats – text, photos, videos, apps

What are the Cons of Facebook?

• High-touch → time and resources

• Building organic fans takes time

• “Pay to play” as organic reach

• Fans demand quick responses

• Need for customer service policies

• Lots of spam!

• Constantly shifting algo -> aggro!

• Tonnes of fake profiles and pages

• Lower conversion rates (for sales)

Basics

Profile Name (30 chars)Describe who you are in a clear and compelling way.

Instagram NickYour main identity. Your nick or handle, i.e. @instagram

Bio (max 150 characters)Highlight achievements, include Call To Action.

Unique URLOnly clickable link. Drive traffic to specific page

Latest PostsThe latest posts on your Instagram profile

PhotoUsually your logo, profile pic or something describing you.

Which Industries Work Well on Instagram?

A. Accounting

B. Precision Engineering

C. Haute Couture Fashion

D. Chemical Products

E. Bakeries

F. Bodybuilding

G. Automotives

Food

Fashion Bridal & Wedding Services

Photography

Arts & HandicraftsTravel

Theme Parks & Museums

Fitness & Health

Lifestyle

Great for businesses with a strong visual and aesthetic element

What are the Pros of Instagram?

• Great for visually attractive brands

• “Show not tell” businesses

• Most youthful social network

• Fastest growing social channel

• Mobile first makes it attractive

• Easy to connect via #hashtags

• Location tagging improves search

• Can respond in real time • Great for brand

awareness• Most engaging in terms

of likes per post

What are the Cons of Instagram?

• Cannot easily share posts

• May not reach B2B clients

• effective for older demographic groups

• Not as effective in generating web clicks

• Need to use a mobile to post images/ videos (unless you use app)

• Not suitable for long-form text content

• Less effective for lead generation or conversion

Basics

Cool LinkedIn Facts

41% of Millionaires use LinkedIn

40% of users check LinkedIn daily

Sources: https://www.cnbc.com/2014/07/18/millionaires-prefer-facebook-over-twitter.html#.http://www.mediabistro.com/alltwitter/social-activity_b45692https://www.inc.com/janine-popick/3-reasons-linkedin-needs-to-be-a-huge-part-of-your-marketing-strategy-in-2016.htmlhttps://foundationinc.co/lab/b2b-marketing-linkedin-stats/

Average CEO has 930 LinkedIn Connections

61 million LinkedIn users are senior level influencers

40 million are in decision-making positions

LinkedIn is the #1 channel B2B marketers use to distribute content at 94%

Navigating LinkedIn (DEMO)

What Content Should You Share?

Text Post Article Image/s Video

PROS • Great for

storytelling

• Include links

(remove preview)

• Best engagement

• Longer-form

content

• Can embed

more links

• Can include

multi-media

• Good for

relationship

building

• Showcase

achievements

• Good for

sharing tips

• Build thought

leadership

CONS • Less features

compared to

article

• Limit 1,300

characters

• Lower

organic

engagement

• More effort

needed

• Good for likes

• Less

comments

• More

challenging

• Watch your

audio

What are the Pros of LinkedIn?

• LinkedIn profiles and pages are SEO friendly

• Easy to set up• Great for networking with

other professionals• Good for researching

customers and competitors• Establish credibility and

thought leadership

• Lots of features in free account

• LinkedIn analytics available for individuals

• Most CEOs and senior leaders

• News Feed shows Likes and Comments – greater virality

• Suitable for B2B lead generation

What are the Cons of LinkedIn?

• Lots of spammy folks

• Initial set-up is painstaking

• Premium accounts are more expensive

• LinkedIn advertising is costly

• B2C marketing can be challenging here

• Skewed to tech, HR, marketing and finance

• Direct selling is frowned upon

• Better for professionals (P2P) than companies

• Smaller companies get less traction

Class Discussion

Assume you are a T-shirt seller producing customized T-shirts. Which social media channel will you use to promote your business?

a) Blogb) Facebook c) Instagramd) LinkedIn

Why would you use them?

5 mins

Describe Your Customers on

Social Media

Have you watched this movie?

• Who are your primary customers?

Building Customer Profile

• What are their online behaviours?

• How do you trigger their interest?

• What solutions can you provide?

Demographics – B2C

• Household Income• Employment Status• Education• Ethnicity and Religion

• Age• Gender• Marital Status• Family Size• Location http://www.recyclesm.com/target.htm

Demographics – B2B

• Company Revenue• Stage of Company• Value of Purchase• Location/Region

• Buyers Demographics• Procurement Process• Type of Industry• Company Size

http://www.recyclesm.com/target.htm

• Values and Beliefs

• Interests (especially related brands)

• Opinions on issues

• Attitudes

• Behaviours (Social or Lone Wolves?)

• Culture (individual + Corporate)

Psychographics

http://www.grantcolib.info/zinio-service-upgrade/

What Are Their Online Behaviours?

What do your customers use online channels for?

What they are searching for? (Intent)

• Google Trends (http://trends.google.com)

• SEMRush for volume (http://www.semrush.com)

What do they share? (Buzz)

• BuzzSumo (http://www.buzzsumo.com)

• Epictions Epicbeat(https://epicenter.epictions.com/epicbeat/)

Online Tools You Can Use

Google Trends Example

SEMRush Keywords “Where to Shop in Singapore”

BuzzSumo using “SMRT” (2017)

Types of Product/ Services

• Frequency of Purchases

• Distribution Channels

• Costs of Purchases

• Order Value

• Individual or Group

• Loyalty/ Memberships

Purchase Behaviours

Who are Your Competitors?

Which brands do your customers look for?

Pain Points & Solutions

What are their major pain points and how can your product/brand solve them?

What are they concerned about?

• Quora

• Forums (eg KiasuParents, Hardware Zone)

• Google Reviews

• Facebook Reviews/ Comments

• Customer Feedback

Online Tools You Can Use

Google Reviews for “AMK Hub”

Facebook Reviews for “AMK Hub”

https://www.facebook.com/AMK-Hub-215118886799/reviews/

Exercise

Craft a Customer Avatar foryour business.

30 mins

Demographics

Psychographics

Online Behaviours

- Search keywords

- Social Media Topics

Purchase Pattern

- Frequency- Seasonality

- Channels

Pain Points & Solutions

Study and Learn From Your

Competitors

Benefits of Analysing Competitors

❖ Learn best practices

❖ “Steal” their topics and keywords

❖ Set more realistic benchmarks

❖ Determine appropriate social channels to

invest time, money and energy

❖ Evaluate what worked – and what didn’t

Content is adapted from 6D Global’sSource: http://www.6dglobal.com/blogs/how-conduct-social-media-competitive-analysis-2013-01-31

Identify Your Competitors

Type your industry

or product

category name

into

Google/search

engines. Also see

the search ads

that emerge.

Identify Your Competitors

Check out blog posts or listings that highlight the top brands

in specific industries (eg Socialbakers)

http://www.socialbakers.com/

Study The Way They Set UP and Post

❖ Brand Voice

❖ Content Types

❖ Created vs Curated

Posts

❖ Frequency

❖ Contests

❖ Promotions

http://www.yackyack.co.uk/product/seo-competitor-research/

Determine Their Fan to Follower Ratio

Source: http://www.6dglobal.com/blogs/how-conduct-social-media-competitive-analysis-2013-01-31

Measure Their Engagement Rate with Fans

Which Brand fared better?

Source: http://www.6dglobal.com/blogs/how-conduct-social-media-competitive-analysis-2013-01-31

Measure Their Engagement Rate with Fans

Which Brand fared better now?

Source: http://www.6dglobal.com/blogs/how-conduct-social-media-competitive-analysis-2013-01-31

Month-over-Month Percentage Growth

Find these figures from each Brand’s Feed

Tabulate

Source: http://www.6dglobal.com/blogs/how-conduct-social-media-competitive-analysis-2013-01-31

https://www.similarweb.com/

Check Out Their Website

https://www.similarweb.com/

Check Out Their Website

https://www.similarweb.com/

Check Out Their Website

https://www.similarweb.com/

Check Out Their Website

https://www.similarweb.com/

Check Out Their Website

Evaluate Competitors Using Likalyzer.com

Evaluate Competitors Using Likalyzer.com

Do a Side-by-Side Social Media Benchmark

https://www.socialbakers.com/

Exercise

Use the tools and techniques aboveCompare against your chief competitor

Share insights with class

10 mins