eMarketing eXcellence by Dave Chaffey and PR Smith 1

CHAPTER 5
SOCIAL MEDIA MARKETING

eMarketing eXcellence by Dave Chaffey and PR Smith

 This chapter revolves around
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 Important elements
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 1) Listen (listen before you speak )

 2) Focus (Can’t be present everywhere)
 3) Quality ( obviously Quality>Quantity)
 4) Patience ( Success won’t come overnight , consistency and persistence is
required)
 5) Compounding (Content syndication) (SEO + SMO = Amplified findability)
 6) Influencer ( Find the OL, who spread your content)
 7) Value ( Don’t focus on Aggression)
 8) Acknowledgment ( don’t ignore anyone )
 9) Accessibility ( don’t publish and run, be available and be consistent in
publishing
 10) Reciprocity ( share others content so they will share yours).
 WHAT IS SOCIAL MEDIA MARKETING?
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 Social media is about Internet and mobile-based channels

and tools that allow users to interact and share opinions
and content.
 Involves building of communities or networks & encouraging
participation and engagement.
 Most important feature is user-generated content (UGC).
 Social media are digital media which encourage audience
participation, interaction and sharing.
 Main Social Platforms
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 Social media sites are amongst the most popular sites on

the Internet, along with search engines.
 To develop a strategy for social media, key types of social
media platforms are identified.
 Needs managing in our Social Media Marketing Radar
(next slide).
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 Content Syndication
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 Content syndication is the process of pushing your blog,

site, or video content out into third-party sites, either as a
full article, snippet, link, or thumbnail.
 The idea is to drive more engagement with your content by
wiring it into related digital contexts, either to boost traffic
to your owned property or just get exposure for your
brand or your key personalities or products.
 Facebook strategy
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eMarketing eXcellence by Dave Chaffey and PR Smith

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eMarketing eXcellence by Dave Chaffey and PR Smith

 When to post on facebook
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 Instagram Strategy
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 When to post on Instagram
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 Difference Between Instagram and
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Pinterest
 The main difference lies in the fact that people use
them differently. Instagram is about sharing your
own photos, Pinterest is about curation. Instagram
is about sharing your own photos while Pinterest is
more about curating visual content that you've found
on the internet

eMarketing eXcellence by Dave Chaffey and PR Smith

 LinkedIn strategies
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 Expand Network (not for socializing)

 Customize your CV on the Basis of company’s JD.
 Use keywords in your opening statement
 Use SMART and proven objective in your Objective
statement
 Don’t put Rishta pictures in your DP.

eMarketing eXcellence by Dave Chaffey and PR Smith

 Why Is Social Media Marketing Important?
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The Forrester POST methodology
 POST is a framework that businesses can apply to help them develop
a social media strategy:
 People
 Understanding the adoption of social media by an audience is an essential
starting point. (study your audience through email and engage them by giving
coupons, )
 Objectives
 Setting goals for different options to engage customers across the customer
lifecycle from customer acquisition to conversion to retention. (what assets and
channel you have used ,products and content or both)
 Strategy
 How to achieve your goals. (start planning your budget, reach, responsibilities,
marketing programs etc)
 Technology
 Decide on the best social media platforms to achieve goals.
 BENCHMARKING AND SETTING GOALS FOR
SOCIAL MEDIA MARKETING
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 Not just ‘dive in’ to social media through setting up a

presence on Facebook and Twitter.
 Instead, listen to customer conversations.
 Watch how customers and competitors are using social
media.
 Review business aims for social media across the “5Ss”.
 Think carefully about how social media will support the 5Ss.
 Business Goals for Social Media using the 5 Ss
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 Marketers should start with the business goals.

 As specific as possible by understanding how
customers are using social media now.
1. Set Sell Goals
2. Set Speak Goals
3. Set Serve Goals
4. Set Save Goals
5. Set Sizzle Goals
 Business Goals for Social Media - 5 Ss
(Continued)
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1. Set Sell Goals

They cover all customer contact points through the customer lifecycle:
 Reach – using social media to reach new prospects through amplification
such as shared mentions in social media streams and advertising within
social media, developing trust.
 Act – using social content or web site(s) and social outposts to encourage
interaction leading to increased leads.
 Convert – increasing conversion to sale through moving customers from
interaction with your brand to purchase using social recommendations.
 Engage – encourage existing customers to act as advocates for the
business through sharing and recommendations.
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eMarketing eXcellence by Dave Chaffey and PR Smith

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 Start with your most important transactions that

lead to revenue and profit! That's sales, or if you
don't sell online . Allow your customer to trust your
website.

eMarketing eXcellence by Dave Chaffey and PR Smith

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eMarketing eXcellence by Dave Chaffey and PR Smith

 Business Goals for Social Media - 5 Ss
(Continued)
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2. Set Speak Goals

Writing down broad aims in these five areas:
1. Encouraging ongoing engagement.
2. Communicating brand perception and key brand messages.
3. Communicating updates about new products and offers.
4. Encouraging dialogue to find out more about products.
5. Reputation monitoring and management.
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eMarketing eXcellence by Dave Chaffey and PR Smith

 Business Goals for Social Media - 5 Ss
(Continued)
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3. Set Serve Goals

Define how social media will be used to deliver customer-
service goals:
 To provide information to resolve customer-service issues.

 To identify discussed customer issues and resolve them.

 To encourage web self-service including collaborative self-

service.
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eMarketing eXcellence by Dave Chaffey and PR Smith

 Business Goals for Social Media - 5 Ss
(Continued)
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4. Set Save Goals

 Cost savings are a less relevant part of the 5Ss since
managing social media has incremental costs for which
budget will need to be found from elsewhere.
 But it’s as well that this issue of budget reallocation is
considered here.
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eMarketing eXcellence by Dave Chaffey and PR Smith

 Business Goals for Social Media - 5 Ss
(Continued)
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5. Set Sizzle Goals

 These are closely related to the speak goals; they explain
how to add value to customers through social media.
 Identify potential benefits of social media for business.
 Review what it’s delivering now and how well the organization
can support it.
 Altimeter social media ROI pyramid is valuable to define the
important types of objective.
 It uses business or strategic measures owned by a senior manager
at the top of the pyramid with operational measures at the base.
 Three levels of key performance indicators (KPIs).
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eMarketing eXcellence by Dave Chaffey and PR Smith

 Social media KPI pyramid
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 Engagement for Social Media Marketing
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 Two key tools to help understand how active your audiences

are in using social media.
1. Social Technographics Ladder. Use this to understand the range of
audiences (Figure 5.5)
2. Social Media Profile Tool. This enables you to see the different levels
of audience involvement according to customer age, gender and
location. There is also a B2B tool.
 Social Technographics Ladder

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 Benchmark Competitor Use of Social Media
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 To review competitor use of social media, need to

find a standard method of reviewing competitors.
 Creating a simple scorecard of how well your
competitors are using social media.
 Here are some KPIs for yourself and competitors:
 Benchmark Competitor Use of Social Media
(Continued)
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 Reach and influence KPIs

 Share of voice (number, per cent) – number of people discussing brand
and category keywords in social media
 Sentiment (discussion polarity, per cent) – how many are speaking
positively about a brand.
 Engagement KPIs
 Network size and growth – the obvious one – the numbers of fans or
followers of the main social networks
 Social sharing – degree to which content is shared through the network –
Retweets on Twitter, Likes on the other social networks.
 Engagement (per cent) – through user-generated content on-site.
 CREATE STRATEGY & PLAN TO MANAGE
SOCIAL MEDIA
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 Six core social media marketing activities for strategy in social media
marketing:
1. Listen and manage reputation (know your audience, activity)
2. Transform the brand through social media (social activities, where
you are and want to be, defining roles)
3. Acquire new customers (plan,reach,act,convert,engage)
4. Increase sales to existing customers (augmentation in services and
products
5. Deliver customer service (resolve problems)
6. Harness insights to develop the brand using social media
optimization (SMO).
 All activities should run on a continuous and campaign basis. To support
them, they require both a content and a communications strategy.
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 SOCIAL LISTENING & ONLINE REPUTATION
MANAGEMENT
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 ‘Listen first!’ is the advice most social media consultants give on

creation of a social media strategy.
 Improving the way Marketers listen to conversations will help them
through improving their insights on:
 Market understanding (marketing trends, know your audience,
 Brand mentions (how popular is your brand as to your competitors)
 Influencer identification (identify people who spread)
 Partner development (through influencers , try to partnership with them)
 Content and campaign ideas (best content should be on top, how to run
a campaign)
 Negative comments
 Sales opportunities
 Product and service development
 Types of Online Listening
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There are two types of online listening, defined best by Stephen

Rappaport, author of Listen First! (2011):
1. Social monitoring
Tracking online brand mentions on a daily basis for PR, brand protection,
operations and customer service outreach and engagement.
2. Social research
Analyzing naturally occurring online categories of conversation to better
understand why people do what they do, the role of brands in their
lives and the product, branding and communications implications for
brand owners.
 Types of Online Listening (Continued)
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 There is also a third type of social listening, which is asking

customers for their feedback in a structured way.
 Five different types of online customer feedback tools:
1. Voice of customer web site feedback tools and software. (provide
customer a platform to give feedback regarding web pages)
2. Crowdsourcing feedback tools and software. (ask from selected
customers to give feedback regarding their brand)
3. Simple page or concept feedback tools. (give feedback on that website)
4. Customer intent–action tools. (access the success of a website, lay-
outing)
5. General online survey tools. (give feedback using email)
 CONTENT MARKETING AND BRAND
ENGAGEMENT STRATEGY
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 A content strategy engages target audiences through the customer

lifecycle.
 Here are some of the major content formats:
 Video – recorded and edited video including animated or explainer
videos
 E-books or shorter guides including article content (web page, or
short documents) and white papers
 Podcast and audio shared for iPod or MP3 player consumption. Think
about the audio from videos for MP3 consumption as well as turning
the audio to transcripts
 Webinars which can be recorded and streamed media(video
conference)
 Infographics – a flexible, shareable way to tell a brand story or
explain a concept
 Q&As and FAQs.
 SOCIAL MEDIA COMMUNICATIONS STRATEGY
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 The social media strategy details how content and process

can be combined to facilitate C2B and C2C interactions that
assist in progressing customers through a customer
relationship.
 Structuring the social media communications strategy around
the areas of PRACE framework of the customer lifecycle.
 Tackling this way keeps focus on the activities that matter:
 PRACE Framework
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 Plan
 Management of social media marketing, including reputation
management and defining a content strategy.
 Reach
 How to increase the reach of your content as it is shared. (Fig 5.12)
 Act
 Encouraging interaction and participation within your own blogs and
sites and within social outposts.
 Convert
 The key question – transition from customer brand engagement with
social media to generating more leads and sales.
 Engage
 Ongoing communications with consumers.
 Reach

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 SOCIAL MEDIA OPTIMIZATION (SMO)
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 Once social media marketing is in place, SMO is a logical

next step to improve its effectiveness.
 SMO centres on the distribution of social objects, it’s closely
related to content marketing and SEO.

 Brian Solis (2011a) believes that:

‘SEO + SMO = Amplified findability in the traditional and
social web’.
 Key Social Media Optimization Activities
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 It is useful to look at the new rules of SMO:

 Create shareable content (good content , max share)
 Reward engagement. (reward by linking or retweeting)
 Proactively share content (sharing beyond your hub)
 Encourage the ‘mashup’. (remix the content)
 Other options to test and refine content through analytics
include:
 Test effectiveness of sharing and content types on business
outcomes. (which content or activites leads to sale)
 Review how well your content marketing supports SEO. (how
content marketing support your SEO , trending)
 Review preferences of different audiences using different social
media platforms to convert and share different types of content
and offers.
 Key Social Media Optimization Activities
(Continued)
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 Optimum frequency for initiating sharing.

When to share twitter = 2.8hrs , Facebook =3.2 hrs , email =3.4hrs
 Best methods for identifying influencers and seeding content.

 Approaches to integrate sharing of content through different social

platforms, web, mobile and email channels. (how to manage your
audience in different social media platforms)