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  • Pagina 1Pagina 1

    Digital Marketing – Social Media Marketing (Part 1)

    A.A. 2017

    Digital Marketing Dott. Luigi Greco

  • Social Media Marketing

    3

  • Pagina 3

    What is a Social Network Site?

    It is a website that allows subscribers to interact, typically by requesting that others add them to their visible list of contacts, by forming or joining sub-groups based around shared interests, or publishing contents so that a specified group of subscribers can access it

    Source: https://www.collinsdictionary.com/it/dizionario/inglese/social-networking-site

  • What is Social Media Marketing?

    Formal definition. A form of Internet marketing utilizing social networking sites as marketing tools, so gaining traffic, brand exposure, and interaction with customers through social media

    Informal definition. Flirting with your biggest fan!

    4

    Source: The art of Digital Marketing, Ian Dodson

  • Different types of media

    5

    Source: The art of Digital Marketing, Ian Dodson

  • Forms of Social Media

    6

    Source: The art of Digital Marketing, Ian Dodson

  • How to choose your Social Media?

    ▪ Where does your audience hang out? ▪ What tone and style of conversation should you use? ▪ Who will speak on behalf of your organization? ▪ What is the key demographic for your product and how can

    you reach it? ▪ How will you respond to negative feedback or comments?

    7

    Source: The art of Digital Marketing, Ian Dodson

  • How to build your social media account? 1/3

    Optimize your account for five seconds. Your profile should give the impression that you are likable, trustworthy, and competent

    Pay attention to your avatar, cover, biographical text, links

    8

    Source: The art of Social Media, Guy Kawasaki & Peg Fitzpatrick

  • How to build your social media account? 2/3

    Use the tagline of your profile to craft your mantra (2 or 3 words that explain why your organization exists)

    Nike: Authentic athletic performance FedEx: Peace of mind Google: Democratizing information Canva: Democratizing design

    9

    Source: The art of Social Media, Guy Kawasaki & Peg Fitzpatrick

  • How to build your social media account? 3/3

    Get a vanity URL. It is easier to remember

    10

    Source: The art of Social Media, Guy Kawasaki & Peg Fitzpatrick

    https://plus.google.com/Gucci/posts

    https://plus.google.com/+112389579304/posts

  • Feeding the Content Monster

    ▪ Content creation involves writing long posts, taking pictures, or making video. It’s difficult to create more than two pieces of content per week on a sustained basis

    ▪ Content curation involves finding other people’s good stuff, summarizing it, and sharing it. It’s a win-win-win

    11

    Source: The art of Social Media, Guy Kawasaki & Peg Fitzpatrick

  • Aggregation Services to Content curation

    Many services provide good content. These could be good sources

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    Source: The art of Social Media, Guy Kawasaki & Peg Fitzpatrick

    Some of these services are: ▪ Feedly. It’s an RSS-feed aggregator that collects

    information from blogs and websites and presents it in a magazine format

    ▪ Google Scholar. It’s a tool to find serious academic treatment of topic

    ▪ Reddit. People vote for stories, and the site display the most popular ones on its homepage

    ▪ TED. It produces some of the most intellectually stimulating videos in the world

  • Share what’s already popular

    Don’t worry about sharing something that “everyone” has already seen

    Some sources to find popular content: ▪ What’s hot. It tracks the most popular posts on Google+ ▪ Trending topics on Facebook ▪ Popular pins on Pinterest

    13

    Source: The art of Social Media, Guy Kawasaki & Peg Fitzpatrick

  • Seize the (Holi)Day

    Timing your posts to coincide with holidays and popular events is an easy way to curate great material

    14

    Source: The art of Social Media, Guy Kawasaki & Peg Fitzpatrick

    Post of Burger King for Halloween 2017. It resembles Ronald McDonald ― McDonald’s mascot and Burger King’s arch-rival – and refers to recent release of Stephen King’s horror movie “It”

  • Using UGC

    Share UGC (User-Generated Content)

    You get social proof when someone takes note of your product or service, and consumer/fan receives more views and some warm and fuzzy attention that makes him or her like you even more

    15

    Source: The art of Social Media, Guy Kawasaki & Peg Fitzpatrick

  • Using UGC

    16

    Source: The art of Social Media, Guy Kawasaki & Peg Fitzpatrick

  • Content Planning

    ▪ Plan it out. Scheduling is very important. Create a formal schedule and stick to it as closely as you can

    ▪ Integrate. Your social media plan does not stand apart from your overall marketing campaign

    ▪ Manage. Use tools to schedule social media posts and updates

    ▪ Adapt. In unforeseen circumstances, you need to be prepared to take ownership of the problem, assess your situation, and come up with a way to rectify the missed opportunity

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    Source: The art of Digital Marketing, Ian Dodson

  • Content Scheduling

    18

    Source: The art of Digital Marketing, Ian Dodson

  • How to create the perfect post? 1/11

    Be valuable!

    Good stuff comes in 4 forms: information, analysis, assistance, entertainment

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    Source: The art of Social Media, Guy Kawasaki & Peg Fitzpatrick

  • How to create the perfect post? 2/11

    Be interesting!

    Many organizations mistakenly assume that their followers want to read about only a narrow brand of subjects. To do so would be boring. You should think more broadly and take more chances

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    Source: The art of Social Media, Guy Kawasaki & Peg Fitzpatrick

  • How to create the perfect post? 3/11

    Be bold!

    Don’t hesitate to express your feelings and agenda

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    Source: The art of Social Media, Guy Kawasaki & Peg Fitzpatrick

  • How to create the perfect post? 4/11

    Be brief!

    People make snap judgments and move right along if you don’t capture their interest quickly

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    Source: The art of Social Media, Guy Kawasaki & Peg Fitzpatrick

  • How to create the perfect post? 5/11

    Be thankful!

    When you find content because of someone else’s post compose and share a post with a link to the source and then add an “hat tip” to the person who brought it to your attention

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    Source: The art of Social Media, Guy Kawasaki & Peg Fitzpatrick

  • How to create the perfect post? 6/11

    Be visual!

    On average , total view increased by 94% if a published article contained a relevant photograph or infographic when compared to articles without an image in the same category (Skyword)

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    Source: The art of Social Media, Guy Kawasaki & Peg Fitzpatrick

  • How to create the perfect post? 7/11

    Be sly!

    Use post title like “How to…”, “Top Ten…”. These title say to costumer that post is going to be useful and practical

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    Source: The art of Social Media, Guy Kawasaki & Peg Fitzpatrick

  • How to create the perfect post? 8/11

    Be found!

    Use hashtag to tell people the post is relevant to a shared topic

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    Source: The art of Social Media, Guy Kawasaki & Peg Fitzpatrick

  • How to create the perfect post? 9/11

    Be distributed!

    Use tool to schedule and distribute posts (i.e. Hootsuite, TweetDeck)

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    Source: The art of Social Media, Guy Kawasaki & Peg Fitzpatrick

  • How to create the perfect post? 10/11

    Be promotional!

    Paying to promote posts can work

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    Source: The art of Social Media, Guy Kawasaki & Peg Fitzpatrick

  • How to create the perfect post? 11/11

    Be reactive!

    When you replay directly to users, you build audience trust

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    Source: The art of Digital Marketing, Ian Dodson

  • The importance of influencers

    When you identify key influencers and listen to them, they can help you and you can give them the product they want

    ▪ Engage with Happy Customers ▪ Engage with Unhappy Customers ▪ Find and engage with New Customers

    31

    Source: The art of Digital Marketing, Ian Dodson

  • What you have to avoid on Social Media 1/5

    Don’t be an orifice!

    Edification and sarcasm are great. Belligerence, denigration and complaining are lame

    32

    Source: The art of Social Media, Guy Kawasaki & Peg Fitzpatrick

  • What you have to avoid on Social Media 2/5

    Don’t buy followers, likes, or +1s

    Because followers, likes, or +1s are not “real” social media fails to deliver meaningful results

    33

    Source: The art of Soc