Social media marketing - Part 1 Introduction

SOCIAL MEDIA
MARKETING
A C O M P R E H E N S I V E C O U R S E O N S O C I A L
M E D I A M A R K E T I N G F O R B U S I N E S S ’ S

INTRODUCTION
GOBEZE Training Center
• We are a training firm that's offers
short term workshops, seminars and
training programs that result in
immediate applicable skills.
• Our programs are taught by
professionals that work in the sector
relating to the workshop.
• Other services include
– Work Space
– workshops that cater to the needs
of businesses and students.
– A fully equipped space to host your
event, meetings, exhibition, and any
other event you can think of.

INTRODUCTION
• About theTrainer
– Bachelors Degree in social studies
– Masters in Business administration.
– 7 years’ experience in Technology, banking and telcom value added
services
– Certification Social media advertising
– Experienced in managing corporate and products Brands social media
accounts

INTRODUCTION
•Share with us your name
•What you do
•What brings you to theseTraining?
•What do you want to achieve by
attending this course?

INTRODUCTION TO THE COURSE
• Course Objectives
By the end of this course,You will:
– Understand the social media fundamentals
– Be able to fully audit your Brand
– Plan goals and create a vision for your Brand
– Build a social media strategy for your Brand
– Understand the basics of content marketing
– Understand the basics of Facebook, LinkedIn,Twitter, Instagram.
– Use advanced features of Facebook, LinkedIn,Twitter, Instagram.
– Understand the wide opportunity of social media
– Use social media beyond marketing, for customer services,
Recruitment & PR
• Course Aim
To enable you understand, experience
and make use of social media as a
marketing tool for a business.

WHO SHOULD TAKE THIS COURSE ?
Marketing professionals
Entrepreneurs
People interested in using social media as a tool to promote a business, organization,
products, services, brands, and social causes.
Those looking for a comprehensive social media certificate
This training is useful for beginners , Intermediate, levels
*This course is not for personal use of social medias

INTRODUCTION TO THE COURSE
• Course Content
– This course will take you from a
consumer to content creator by making
use of a proactive and practical
approach.
– It is a first of its kind courses of social
media in the Ethiopian market; giving
learners the foundation and skill set to
enter the digital world of social media.
1. Introduction to Social media
2. Social Media Strategy
3. Introduction to Major Social media
networks
4. Social Media Audit
5. Social Media Content Marketing
6. Getting started with Major social
Networks
i. Facebook
ii. Twitter
iii. Instagram
iv. LinkedIn
7. Social media automation

DISCUSSION
• when was the last time you took a
photo album over to a friend’s
house to show some new
pictures?

WHAT IS SOCIAL MEDIA?
• Social media refers to Internet-based platforms
that allow users to interact with each other and
create and exchange content
• It’s sometimes referred as “Web 2.0” due to it’s
ability to allow anyone to create and exchange
content .
• It’s usually Free to use and very simple to use.
• Use of social media has increased due to
– high rise in mobile phones adaptation
– reduction on cost of Date
– and accessibility of Wi-Fi internet
• Social media has evolved into a channel for personal
and professional communication and has grown to
encompass several solid platforms and tools.

SOCIAL MEDIA CATEGORIES
1. Social networks
• social media site that allows users to connect and share with people who have
similar interests and backgrounds.
• Examples : Facebook, Google + , LinkedIn
2. Bookmarking sites
• These sites allow users to save and organize links to any number of online resources and
websites. A great feature of these services is the ability for the user to “tag” links, which
makes them easier to search, and invariably, share with their followers.
• Examples : Pinterest, StumbleUpon
3. Social news and Discussions
• This is a social news and discussion site that allows its users to post questions, news links
and other items to outside articles. Users then vote on said items, and the items with the
highest number of votes are most prominently displayed.
• Examples : Reddit , Quora
4. Media sharing
• Media sharing websites allow users to share different types of media, such as pictures and
video. Most of these sites also offer social features, like the ability to create profiles and
the option of commenting on the uploaded images. YouTube is the most well-known
media sharing site in the world.
• Examples: Instagram, Flickr, Snapchat , Youtube , Vimeo , Periscope
5. Microblogging
• sites that allow the users to submit short written entries, which can include
links to product and service sites, as well as links to other social media sites.
• These are then posted on the ‘walls’ of everyone who has subscribed to
that user’s account.
• Examples :Twitter ,Tumblr

HISTORY OF SOCIAL MEDIA
• Today, social media is a term that
everyone knows.
• Even the most remote areas of the
world have at least heard of Facebook
and Twitter, and are probably using
them on a regular basis.
But it wasn’t always that way.
• Social media, in its present form, has
been around a relatively short term
and even though you probably can’t
imagine living without it now, except
for the last few decades, everyone did.

KEY TIMELINES
• 1997:The Birth of Social Media
– Six Degrees is widely considered to be the very
first social networking site. Founded by Andrew
Weinreich in May 1996, the site launched the
following year and combined popular features
such as profiles, friends lists and school affiliations
in one service.While the site had millions of
registered users, due to the lack of people
connected to the Internet, networks were limited.
• It would be a few years before the Internet's
infrastructure could catch up with the concept of
social networks.The site was sold in December
2000 toYouthStream Media Networks.

KEY TIMELINES
• 2000:The Internet is Everywhere
– By the year 2000, around 100 million people had access to the
internet, and it became quite common for people to be
engaged socially online.
– At the time, it was looked at as an odd hobby at best. Still,
more and more people began to utilize chat rooms for making
friends, dating and discussing topics that they wanted to talk
about. But the huge boom of social media was still to come.
– Some of the popular sites at the time included
• Ryze – social networking for business professionals
• Friendster - social network to meet new people and for dating
• 2003:The First Social Media Surge
– Back in the early 2000’s the website Myspace was the popular
place to set up a profile and make friends.
– MySpace had a very small user base today compared to
Facebook andTwitter, there are musicians who have used the
platform to promote their music and even be heard by record
producers and other artists.
– Another website that was one of the beginning social media
websites was LinkedIn, which is geared specifically towards
professionals who want to network with each other.

KEY TIMELINES
• 2005: Facebook andTwitter
– In 2004, Mark Zuckerberg launched what would soon become the social media giant that would
set the bar for all other social media services. Facebook is the number one social media
website today and it currently boasts over a billion users.
– In 2006, the popularity of text messaging or SMS inspired Jack Dorsey, Biz Stone, Noah Glass
and Evan Williams to create Twitter, a service that had the unique distinction of allowing users
to send “tweets” of 140 characters or less. Today, Twitter has over 500 million users.
• Around 2010:The Rest of the Pack
– Flickr was one of the earliest and still is one of the most popular photo sharing sites, but others
include Photobucket and Instagram, with Instagram gaining popularity today as one of the top
social media sites to include on business cards and other media.
– One of the things that started happening right in this time period is that social media not only
became widely used, it also became widespread in business.
– Websites were starting to list their social media addresses, businesses would include Facebook
and Twitter addresses on their television commercials and many tools were being built to
include social media on websites – for example: WordPress plugins that would allow users to
include not only links to their social media websites, but also to include their latest social media
posts directly on their websites.
– Social media icons were seen everywhere and it became almost unusual to see businesses or
brands without them.
– social media began to be one of the ways in which internet marketers and website owners
would boost the visibility of their websites. The benefits of social media marketing for business
began to become quite clear to business owners large and small.
– Social media started to create new jobs such as Social media manager, social media marketers,
consultants , Trainers…etc.

KEY TIMELINES
• Social MediaToday
– Its consists of thousands of social media platforms, all serving the
same – but slightly different purpose.
– Mobile-based platforms approach social networking in an entirely
different fashion than theirWeb-based counterparts.
– Rather than offering a comprehensive social networking experience
they specialize in a specific kind of interaction service that involves
the sharing of public images (Instagram), the private sharing of
images sharing (Snapchat), augmented reality (Foursquare), and
location-based matchmaking (Tinder)
– some social media platforms are more popular than others, but
even the smaller ones get used by a portion of the population
because each one caters to a very different type of person.
• For example: Instagram caters to the kind of person that
communicates through photographs best, and other platforms
such asTwitter are perfect for those who communicate in short
bursts of information.
– Businesses are using social media to promote their products and
services in a brand new way and so each form of social media
serves a purpose that the others available may not.

KEY TIMELINES
• The Future of Social Media
– Although it is impossible to know what the
future of social media holds, it is clear that it
will continue.
– Humans are social animals and the more ability
to communicate with each other on the level
that each person likes best, the more prevalent
social media will become.
– With new and exciting technologies just
around the corner, social media will be
interesting to see in the coming decades.
– Some of the future predictions include;
• More focus on Mobile first approach
• Live contents to be very popular
• Augmented reality to dominate social media
experience and engagements

SOCIAL MEDIA FOR BUSINESS
• In today’s world, harnessing the power of social media has become a top priority for business
of all shapes and sizes. learning how to interact on social media platforms is crucial to surviving
and thriving in this age of digital communication
• If you thought social media platforms were just a place to keep track of friends and share
personal photos, this course will show you how to use these resources in much more
powerful ways.

WHY USE SOCIAL MEDIAL AS A
MARKETING CHANNEL?

WHY USE SOCIAL MEDIAL AS A
MARKETING CHANNEL?
• In today’s world, harnessing the power of social media has become a top
priority for business of all shapes and sizes. learning how to interact on
social media platforms is crucial to surviving and thriving in this age of
digital communication
• Here are a few reasons
1. Your customers are on social media.
2. Marketing through social media can help increase brand recognition
3. Different social media channels help you reach specific audiences
4. Marketing through social media is cost effective
5. Social media marketing helps improve brand loyalty
6. Social media marketing gives you the opportunity to gain new customer
insights
7. Social media allows you to operate across geographical locations and
limitations
8. Your competition is on social media

USE CASE FOR SOCIAL MEDIA FOR
BUSINESS’S
• Social media is not just a marketing tool.
• It also affects and can be applied in the following areas
– HR
– Customer support
– Sales
– Internal communications
– Marketing and PR
– and many more.

SOCIAL MEDIA - USE CASES
1. Increase brand awareness
• With nearly half of the world’s population using
social media platforms, they’re a natural place to
reach new and highly targeted potential customers.
• Think people only connect with brands they already
know on social media? Consider that 60 percent of
Instagram users say they discover new products on
the platform.

2. BuildTrust with customers
Studies have found that more than half of adults do not
trust a brand until they see “real-world proof” that the
brand is keeping its promises.
To connect with customers—and potential customers—
you’ve got to show the human side of your brand.
Introduce your followers to the people who make up your
company and showcase how existing customers are using
and benefiting from your products.

3. Establish your brand as a thought leader
No matter what industry your business is in,
social media offers the opportunity to establish
your brand as a thought leader—the go-to
source for information on topics related to your
niche.
By engaging with audience on a regular basis on a
specific topic,You will be able to create
association of a particular topic and your Brand.

4. Stay top of mind
Most social media users log into their accounts at
least once per day, according to Pew Research
Center, and many people are checking social
multiple times per day.
By using Social media Brands are able to maintain
constant visibility on the targeted customers.

5. Increase website traffic
Social media posts and ads are key
ways to drive traffic to your website.
Sharing great content from your blog
or website to your social channels is a
great way to get readers as soon as
you publish a new post
Just make sure your website address
is included in all of your social media
profiles so that people who want to
learn more about you can do so with
one easy click.

6. Generate leads
Social media offers an easy and low-commitment way
for potential customers to express interest in your
business and your products. Lead generation is such an
important benefit of social media for business that
many social networks offer advertising formats
specifically designed to collect leads.
For example, Renault Europe used Facebook lead
ads that allowed people interested in learning more
about a new model to book a test drive directly from
Facebook, with just a couple of taps
Leads are contact information on particular people that
are interested in your product of services.
Lead information may include, name, address, product
selection and schedule .

7. Boost sales
• No matter what you sell, social media can help
you sell it.
• Your social accounts are a critical part of
your sales channel (the process through which a
new contact becomes a customer)
• As the number of people using social media
continues to grow and social sales tools
evolve, social networks will become increasingly
important for product search and ecommerce.
The time is right to align your social marketing
and sales goals.
• For individual sales professionals, selling on
social media is a critical tool.

8. Partner with influencers
Word of mouth drives 20 to 50 percent of purchasing
decisions.When you get people talking about your
product or company on social media, you build brand
awareness and credibility, and set yourself up for more
sales.
One key way to drive social word of mouth is
to partner with influencers—people who have a large
following on social media and can draw the attention of
that following to your brand.
Researches shows that collaborating with an influencer
can give your brand four times more lift in brand
familiarity than collaborating with a celebrity.

9. Promote content
Promoting your content on social channels is a
great way to get your smart, well-researched
content in front of new people, proving your
expertise and growing your audience.
Social media channels offer a cost effective
channel to promote your products and services
To maximize the social media for business
benefits, make sure to have a content marketing
plan in place which includes the channel
selection.

10. Go viral
• As people start liking, commenting on, and sharing
your social posts, your content is exposed to new
audiences—their friends and followers.
• Going viral takes this concept one step further.As
people share your content with their networks,
and their networks follow suit, your content
spreads across the internet, getting thousands or
even millions of shares.
• This exposure is especially beneficial because all
those shares, likes, and comments show an
existing connection with your brand. If I see that
my friend likes your article, I may be inclined to
check out what you have to say, even if I’ve never
heard of your company before.
• In a world where there is far more content than
any one person could ever consume, a friend’s
social share acts as a kind of pre-screening.

11. Source content
There are two key ways businesses can source content
on social media:
Source ideas: Ask your followers what they want, to
come up with ideas for content you can create yourself.
Put simply: Give people what they’re asking for. It’s a
sure way to create content that people will want to
read and share.
Source material for posts: Create a contest or use a
hashtag to source user-generated content(UGC) you
can share.
Getting your followers involved can build excitement
about your brand while also providing you with a library
of social posts to share over time.

12. Recruitment
Recruiting is all about finding quality candidates and
making connections with them.And social media is
where people hang out online to express ideas and
interact with each other.
Sites like LinkedIn, Facebook,Twitter and a handful of
others offer recruiters a tremendous opportunity to
connect with candidates – some of whom would never
be found through traditional sources.

13. Reputation management
Your customers are already talking about you on social media,
whether or not you’re there to respond. If you and your team
are on the ball, you can pick up on important social posts
about your brand to highlight the positive and address the
negative before it turns into a major issue.
Is someone saying something about your business that’s not
true? Be sure to share your side of the story in a polite,
professional way. Someone singing your praises? Send them
plenty of thanks and draw attention to their kind words.
Ethiopian Airlines has created a dedicated Facebook page for
local market aimed at reputation management and more.

14. Crisis communication
When a Philadelphia Starbucks store had two black
men arrested, the hashtag #BoycottStarbucks went
viral, and fast.The hashtag was used more than
100,000 times in just three days.That is officially a
crisis.
Starbucks, to its credit, responded quickly.
After this first apology, the company followed up
with several more statements on social media, and
announced that it would close all of its stores for a
day of racial-bias training. It remains to be seen
what the long-term effects of this incident will be
for the Starbucks brand, but the consequences
would almost certainly been worse if the company
had not responded quickly and appropriately on
social media.

15. Communication Channel
Social media has become a major
medium of communications for
companies, brands , and
organizations.
You can use social media to make
announcements and notifications
to the masses.
Example : Holiday wishes, event
announcement and many more

16. Customer and audience engagement
Social networks give you the opportunity to
interact directly with customers and fans, and
likewise give them the chance to interact directly
with your brand. Unlike traditional media, which
offers only one-way communication, social media
is a two-way street.
If you want customers and followers to be
engaged, you have to be engaged yourself. Stay
active and respond to comments and questions
on your own social media posts in a way that’s
appropriate to your brand.

17. Customer service and customer support
People expect brands to be available on social
media and seek out their social accounts for customer
service.
Research published in the Harvard Business Review
(HBR) shows that brands who don’t meeting those
expectations damage their income.
The HBR research, which specifically looks atTweets,
shows that customers who receive a response to their
Tweet would be willing to spend more with the brand
on a later purchase, especially if they get a response
within five minutes.
That holds true even when the initial Tweet was a flat-
out complaint.

18. Learn more about your customers
Social media generates a huge amount of data about
your customers in real time.
You can use that information to make smarter
business decisions.
All of the major social networks offer analytics that
provide demographic information about the people
interacting with your account.This can help you
tailor your strategy to better speak to your real
audience.

19. Monitor conversations that are
relevant to your brand
Brands are able to use advanced social media
services to keep their ears to the market and
keep up with the conversations.
This can be an important source of
intelligence about your brand, your
competitors, and your market.

20. Measure sentiment around your brand
Lots of mentions is a good thing, right? Sure, in many
cases. But if you’re getting lots of mentions with a
negative sentiment, you need to do some quick
thinking to figure out what’s gone wrong and address
the problem.
Social media sentiment can be defined as “the
perceived positive or negative mood being portrayed
in a social media post or engagement.”
While it’s important to know how much people are
talking about your brand online, it’s also important to
know how people actually feel about your brand.

21. Keep an eye on the competition
It’s also important to know what people are
saying about your competitors.
For example, tracking mentions of your
competitors might reveal pain points with
their products that you could reach out to
address, winning new customers in the
process.
Monitoring the competition on social media
also means you’ll be aware when you
competitors launch new products, run
promotions, and release new reports or
data.

22. Stay on top of industry news
In the online world, things move fast—and you can’t
afford to be left behind.
Keeping a virtual ear to the ground through social
listening makes sure you’re always informed about
upcoming changes to your industry that could affect
the way you do business.
Social media has become a critical media channel for
news and can be utilized by brands by following
industry related medias, influencers and competitors.,

23.Targeted advertising
Social ads are an inexpensive way to promote your
business and distribute content.
They also offer powerful targeting options so you can
reach the right audience and make the most of your
budget.
With ad targeting options including demographic
information, geography, language, and even online
behaviors, you can craft specific messages that best
speak to different groups of potential customers, and
only pay for the exact viewers you want to reach.

24. Retargeting ( E-commerce)
Nearly 70 percent of online shopping carts are abandoned.
People who have abandoned products in a shopping cart are
prime potential customers.They have already found your website,
browsed your products, and made a decision about what they
might want. People abandon shopping carts for many reasons, but
someone who has expressed this degree of interest in your
company should not be ignored.
Using tracking tools like the Facebook Pixel, you can show these
potential customers social media ads for the exact products they
have browsed on your website or placed in the shopping cart.
For example : Brands are using “retargeting Facebook ads” to
promote products to people who had already interacted with a
product page on the e-commerce site.

25. Reporting and analytics
It is always a challenge for marketers to prove
return on investment.
But with social media tracking and analytics
tools, you can see the full impact of your social
media activities, from follows to engagements
right through to purchases.
Tools like Google Analytics and Hootsuite
Impact track website traffic generated from
social media, conversions, email sign-ups, and
Return on Investment (ROI) for both organic
and paid social media campaigns.

F O O D F O R
T H O U G H T S
Does Social media make
for better interpersonal
communication, or is social
media ruining the natural
way we communicated
with each other?

Social media marketing - Part 1 Introduction

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Social media marketing - Part 1 Introduction