Download - Presentazione standard di PowerPoint · Integrate. Your social media plan does not stand apart from your overall marketing campaign Manage. Use tools to schedule social media posts

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Digital Marketing – Social Media Marketing (Part 1)

A.A. 2017

Digital MarketingDott. Luigi Greco

Social Media Marketing

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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!

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Source: The art of Digital Marketing, Ian Dodson

Different types of media

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Forms of Social Media

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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?

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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

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


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

Nike: Authentic athletic performanceFedEx: Peace of mindGoogle: Democratizing informationCanva: Democratizing design

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Get a vanity URL. It is easier to remember

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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

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Aggregation Services to Content curation

Many services provide good content. These could be good sources

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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

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Seize the (Holi)Day

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

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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

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Using UGC

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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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Content Scheduling

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How to create the perfect post? 1/11

Be valuable!

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

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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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Be bold!

Don’t hesitate to express your feelings and agenda

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Be brief!

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

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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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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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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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Be found!

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

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Be distributed!

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

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Be promotional!

Paying to promote posts can work

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Be reactive!

When you replay directly to users, you build audience trust

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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

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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

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Don’t buy followers, likes, or +1s

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

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Don’t ask people to follow you

If you want more followers , earn them with the quality of your post

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Don’t be a pimp

You’ll look clueless, if more than one of twenty your posts are promotional

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Don’t call yourself a guru or an expert

If you’re a guru or an expert, people will know it. If you aren’t one, no one is going to believe you

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How to socialize an event 1/7

Pick a short, evergreen hashtag

The goal is to choose a hashtag that’s trending and constantly in people’s faces

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Integrate the hashtag into everything

Use the hashtag to promote the event on your website, in advertising, in e-mail signature etc…

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Ask everyone to use it

It’s not enough to tell people the hashtag; you also need to ask them to use it

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Provide real-time updates

If you’re not live streaming video, your social media person have to provide blow-by-blow updates

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Display the Twitter Stream

Display tweets containing your hashtag encourages more interaction and more use of your hashtag

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Provide wireless access

You have to provide wireless access to make your hashtag viral

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Take and share candid pictures

Hire a professional photographer to take candid pictures at your event

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