Social Media Marketing A Complete Guide by Conqueri Digital

Social Media Marketing A Complete Guide by Conqueri Digital

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  SOCIAL MEDIA MARKETING Social Media Marketing AComplete Guide by Conqueri Digital
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  SOCIAL MEDIA MARKETING WH A T T H I S S E S S I O N W I L L PPT 1 2 3 4 5 6 What is social media marketing and why is it important Social media landscape Social media marketing – use cases and benefits What does good look like? How to execute a campaign + a club success story Do’s and Don’ts + additional resources 2
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  WHAT IS SOCIALMEDIA MARKETING? D E S C R I P T I O N The use of social networks, content sharing apps, messaging platforms, blogs, and forums to connect with and enable meaningful conversations about your brand, product or service, to ultimately drive your business objective. 3
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  4 WHY IS SOCIALIMPORTANT? C U S T O M E R E X P E C T A T I O N S H A V E C H A N G E D 2X customers are twice as likely to share a negative experience with a business than a positive one 90% will look at online reviews before making a purchase 74% trust suggestions from ”friends” on social media 67% of people will spend money after getting recommendations from their “friends” online Sources: White House Office of Consumer Affairs, McKinsey , Experian | 2 4 | 7 ,
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  5 WHY IS SOCIALIMPORTANT? N E W T R E N D S A R E E M E R G I N G C H A N G I N G T H E U S A G E A N D I M P O R T A N C E O F S O C I A L Understanding the social media space and managing your social presence amplifies your marketing strategy. Social media delivers invaluable insight into your brand awareness, customer sentiment, marketplace trends, and your competitor’s actions, whilst enabling you to reach more prospects than any other marketing channel. Every negative social interaction has a cost Customers are content creators Brands are turning online influencers into advocates Social is now a prominent point of purchase Brand focus is shifting to measuring quality of interactions Reviews can increase sales and add credibility Social is multifunctional – used for marketing,
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  Facebook (FB, Instagram, Messenger) Google(YouTube) Twitte r LinkedIn 6 SOCIAL MEDIA MARKETING LANDSCAPE T H E K E Y P L A Y E R S The social media landscape is large and complex and cluttered with competing platforms, but the most heavily utilised for marketing are the big 4:
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  SOCIAL MEDIA MARKETINGLANDSCAPE D I F F E R E N T C H A N N E L S A R E U S E D F O R D I F F E R E N T P U R P O S E S Media & content sharing networks Find and share media online, including photos, video, and live video or other curated content. Use for: brand awareness, lead generation, audience engagement, targeted advertising, influencer marketing Social networks Relationship networks help brands and people connect to share information and ideas. With a large & regular user base, they are a must- have and the ”mass-market” approach to social marketing. Use for: customer care, education, daily comms, breaking news Messaging & chat apps Most widely used apps that enable messaging, video and voice calls. Business can conduct e-commerce conversations via live agents or chatbots. Use for: customer care, conversational commerce, payments, status updates, to replace SMS Consumer review networks Manage online reviews and reputation. Positive reviews bring social proof to your value proposition. Negative reviews provide you with an opportunity to resolve an issue publicly. Use for: customer care, reputation management, market research Blogs & forums Publish, find, discuss, and share news, information, and opinions. Usually allow users to remain anonymous, leading to more honest opinions. Use for: market research, influencer marketing, product advertising, SEO results Interest-based networks Help connect with others around a shared interest or hobby and tend to focus solely on a single subject and provide a dedicated experience for users. Use for: targeted marketing, brand awareness, trend watching 7
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  SOCIAL MARKETING USECASES H O W T O U S E S O C I A L T O M E E T Y O U R O B J E C T I V E S Grow through amplification Manage own page Nurture community & reputation Engage with customers Generat e insights Draft and publish organic content to owned page(s) Define and manage content strategy and calendar Manage content approvals Listen/capture social conversations about LTA, coaches, or venues and identify trends Keep up with competitors and stay informed of their social engagement, content and campaigns Understand target audience demographics, sentiment, and channel preferences Grow your community of social followers and supporters Find and nurture advocates and influencers who can credibly promote your brand to an extended audience Identify and manage potential crises Respond to consumer problems when they have questions or concerns Be part of the conversations about your venues, coaches or brand React with relevant content – use what you see and hear to help inform future marketing strategy Push paid content to custom audiences to reach your marketing objectives Identify and amplify relevant user content for authentic engagement Social commerce – increasing number of businesses are using social as a payment channel 8
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  9 THE BENEFITS OFSOCIAL W H A T S O C I A L M E D I A M A R K E T I N G C A N D O F O R Y O U Know & act on what is being said about you • Things escalate quickly on social. By listening to key phrases that relate to your brand or activity you can be the first to know when a news story breaks and react accordingly. • Social insights also give you an unbiased view of your brand awareness and popularity. Identify trends • Trends appear on social media first. Social can make or break a product. • Listening to industry thought- leadership supports your research and innovation Stay ahead of competition • Your competitors are on social. Analysing their social presence delivers unique insight into their plans and achievements • Regular benchmarking of your competitors on social helps you keep up with them Strengthen your brand reputation Amplify owned content • Social enables you to publish targeted content to channels that could be seen by large volumes of users • The power of influencer marketing provides a human voice to your product Generate earned media • Customers are 56% more likely to buy a product or service after seeing a positive customer-generated post of it • By reposting user-generated content on your owned channels, you increase the trust in your brand and products Deliver incremental sales • Advertising on social media is cheaper than traditional media (such as TV ads) but with a massive reach • The main difference is that you will be able to target finely who sees what advert, increasing your conversion while keeping costs down Create experiences • Social is more than just advertising, it’s an educational, emotional and experiential way to engage your customers • Customers no longer want to phone when they have an issue, they want an immediate answer and turn to social. Reduce cost to serve • With customised chatbots and the use of artificial intelligence on the rise, in- app messaging is becoming the norm for customer care • Technology solutions enable improved customer service through social Build a community • Customers trust each other more than you. Providing them with a platform where they can interact and share feedback will increase their trust and loyalty to your brand, coaches, or venues. Grow your business Care for your customers 1. 2. 3.
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  WHAT DOES GOODLOOK LIKE? H O W T O W I N W I T H S O C I A L M E D I A Emotional content Build rapport with your customers. Forget transactional posts and focus on posting content that showcases how you will make a difference in your customers’ life Consistency Your content should match your brand identity and objectives and be consistent across channels. Regular & well- timed posts Just like any other channel, there is a better time to post content, and that varies depending on the network and audience. Keep your customers interested by posting often and sharing varied content Two-way engagement Social is about more than just pushing out content. Allow your customers to interact with you and make sure you respond to create a differentiated experience Optimisation Test, learn, adjust, repeat. Iteration is key to success and social is no different. Plan for A/B testing and track success of individual campaigns and performance across platforms Personalisation Use social insights to know who your customers are and adapt your messaging, including graphics and tone of voice to target the right customers with the right message at the right time Strategic use of channels Not all channels will be relevant to your brand. Whilst a presence on the Big 4 is a must, focusing your budget and efforts on the channels where your customers are the most active will deliver better value for money Overall strategy alignment Driving revenue and engagement from social does require investment. Incorporate social as its own channel into your overall strategy, budget and resources SOCIAL MEDIA PILLARS 10 A great social media strategy includes the following pillars:
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  EXECUTING A CAMPAIGN- WHERE TO START G E T T I N G T H E B A S I C S R I G H T 2 3 4 1 Set up your account page(s) Identify your audience and grow followers Scale up and add on to master social Launch and track your campaign Start following your members and people who “look like” them (e.g. have similar demo, interests, location, etc.) Plan a content calendar and post a variety of engaging content including text, photo, and video. Track performance to see what content resonates best with your audience. Once you have your first campaign under your belt, report on your performance and measure against your original business KPIs. Refresh your content and launch new campaigns for different target audiences. Explore and introduce more complex functionality available to you, including new data sources, more robust tracking (e.g. FB pixel), new ad formats, or new social platforms. You can begin with a simple campaign – such as amplifying a piece of existing content that performed well with your existing followers. Set up campaigns by objective (page likes, clicks, etc.) and set a daily or monthly budget. Use built-in dashboards from the social platforms to review performance and optimise by ad frequency, time of day, ad format, and more. Establish your presence by setting up business account / club page across the relevant social platforms Include essential business information for search purposes, including: Location, Contact info, and Website URL #Tip: use hashtags to start a conversation with your members and easily follow what they say about you and your club 12
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  14 MEASURING PERFORMANCE A QU I C K L O O K A T F A C E B O O K A D M A N A G E R Source: Adspresso by Hootsuiite #Tip: Don’t be intimidated by complexity. There are tons of available resources online that offer step-by-step instructions for setting up a campaign.
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  DO’S AND DON'TS FO R S O C I A L M E D I A M A R K E T I N G DO DON’T …be afraid to launch a social media marketing campaign. You can start small and build and refine as you learn 13 …forget to publish content regularly. By maintaining your presence you’ll stay top of mind with members when they are looking for a coach or venue Take advantage of free resources and training available to you – including My Tennis Toolkit, Facebook Blueprint, and Google Marketing Platform Follow your competitors. See what others are doing well, and find out how you can differentiate yourself and appeal to those audiences Get creative! Use social media to find influencers or other unique ways to connect and engage with your audience Have a social media presence! Today’s consumers expect to be able to find brands on social media Pick the right social platforms that best align with your brand, audience and your marketing goals – whether it’s Instagram, YouTube, or Twitter
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  OUR PRESENCE Social MediaMarketing Service Page: https://conqueri.ca/services/social-media Facebook: https://www.facebook.com/Conqueridigital/ Instagram : https://www.instagram.com/conqueridigital/ Twitter: https://x.com/Conqueridigital LinkedIn : https://ca.linkedin.com/company/conqueridigital 14
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  ANY QUESTIONS? THANK YOU 15