CIA-2 ASSIGNMENT

1. STEPS TO CREATE PAID SOCIAL MEDIA CAMPAIGNS

2. MEDIA BUYING VS MEDIA PLANNING
ROLL NO : 141
CLASS : TYBMS
DIVISION: MARKETING
MOBILE NO : 8329375648

STEPS TO CREATE PAID SOCIAL MEDIA CAMPAIGNS

1. SET SOCIAL MEDIA CAMPAIGN GOALS
The first question you need to ask before a campaign is: why am I running this campaign?
Answering this question will determine other steps you take during your campaign.

Generally, common goals for running social media campaigns include:

Increasing brand awareness

Acquiring leads

Increasing sales

Acquiring customers

Increasing engagement

However, after setting these goals, you need to be specific. What level of brand awareness do you
want to achieve with your campaigns? More website traffic? 2,000 new followers?

To set effective goals, they need to be specific, measurable, attainable, relevant, and time-bound
(SMART).

Then, after setting your goals, it's vital to state the metrics you'll use to measure the achievement of
your goals.

Make no mistake, goals are extremely important. In a CoSchedule survey, it was found that marketers
who set goals were 376% more likely to report success.

Moreso, it affects every aspect of your social media campaign and helps to determine its success or
failure.

2. CREATE BUYERS PERSONAS

A buyer persona Is a document that contains extensive details of your ideal customers. This helps you to create
messages in your campaigns that can resonate with your target audience.

Some details to have in your buyer persona include:

Name

Gender

Age

Income

Location

Pain points

Favorite social media channels

Hobbies

Interests

Knowing these details will help you create messages to build trust and convince your prospects to take action.

With a tool like Facebook Audience Insights, you can input a few details and then get more details from
Facebook's huge database.

3. CHOOSE YOUR SOCIAL MEDIA CHANNEL

When running a social media campaign, you’re likely to get better results when you focus on a few social
media channels.

From your buyer persona, you have an idea of your ideal audience’s favourite social media channels. Most
times, it also depends on the type of product or service you’re offering. For instance, LinkedIn is a popular
network for B2B companies because many decision-makers are present on the platform.

Another way to select social media channels for your campaign is to look at past results on your website
analytics. Which channels have referred more visitors to your website in the past? Which channels have brought
in more leads? Apply a data-driven approach to your marketing strategy with tools and templates designed to
boost growth. Book your call to find out more.

Stating these channels will affect your campaign as each channel has its best practices. Furthermore, each
channel has its best content type and posting frequency. For example, what works on Twitter won’t necessarily
work on Instagram and there’s a huge difference between LinkedIn and most other major social networks.
 4. HAVE A SOCIAL MEDIA CALENDAR
When you run a social media campaign, timing is very important .

Using a social media calendar, you can outline your content from the beginning of your campaign to the
end.With a calendar in place, your team can focus on what needs to be done at a particular time. Some
important tasks to have in your calendar include:

Content creation overview to track that content is created in time.

Content curation posts: when to share curated content.

Employee advocacy posts: if/when your employees share updates from their personal accounts.

Social media updates for each channel, throughout the campaign.

Your social media calendar will help ensure that you don’t miss any important steps in your strategy, while also
helping you be more productive with your time.

5. RESEARCH THE RIGHT TOOLS TO BOOST PRODUCTIVITY

To meet your content needs on social media, you’ll need more than the content you produce. Sharing relevant
content from other sources will help keep your audience engaged during your campaign.

One problem though is that sourcing for these pieces of content manually is ineffective and a time drain. A tool
such as Quuu or Curata can find relevant content for your pages.

• Social media management

Tasks such as sharing updates, scheduling updates, social listening, collaborating with team members, and
others can be accomplished through a social media management tool.

Consequently, you and your team members can carry out your social tasks on a single platform and save a lot of
time. Agorapulse is an effective tool for social media management that can meet your team’s needs.

Social media analytics

You need social media analytics tools from the start of your campaign; once you know what your KPIs (key
performance indicators) are, use social analytics tools to track them and see how your campaign is evolving.
With this data, you can then adjust and optimize your campaign for maximized results. To help, tools like Cyfe
allow you to connect your different social network analytics, along with your website traffic so that you can
track all of your results in one place.

6. CARRY OUT COMPETITIVE ANALYSIS

Performing competitive analysis can help you understand what your competitors’ strategy is like as well
as see what tactics and channels work for them and which don’t. This can then inform your own social campaign
strategy.

Some vital parts to watch from your competitors are:

Social channels used

Type of content shared
Frequency of social updates
Results generated
Apart from watching your competitors for their great practices, you also need to watch out for their mistakes.
Thereby, you can exploit them to gain an edge over your competitors.

If you’re looking to boost your marketing strategy to win more sales in 2022, why not book a membership
consultation with a member of our customer team? During your call, you can talk you through your marketing
strengths and weaknesses, and discover new opportunities for growth.

7. PUT A SYSTEM IN A PLACE TO TRACK PERFORMANCE.

 Tracking performance for your campaign helps to determine the success or failure of your campaigns. More so,
it can provide insights to help adjust your social media strategy even while a campaign is still running.

Another benefit you get from tracking your metrics is that it can necessitate changes for your future campaigns.
It’s vital to note though, that the metrics you track for your campaigns will depend on your goals.

For instance, you can use UTM parameters to track traffic from your campaign to your website. A tool such as
Google Analytics will provide details about traffic from a source and its behaviour on your website.

CONCLUSION
To increase the chances of success for your social media marketing campaign, you need a robust plan in place
before you start.

This starts with setting your goals. Then, you need to understand your audience, use a social content calendar to
plan the actual content, use the right tools to run your campaign, and track your campaign performance
throughout.

By following these steps, you’re well on your way to developing a successful social media campaign.
MEDIA BUYING VS MEDIA PLANNING

• WHAT IS MEDIA BUYING

Media buying refers to the purchase of advertising on mediums such as a television, newspapers,
commercial radio, magazines, websites, mobile apps, over-the-top media services, out-of-home
advertising etc. It also includes price negotiation and the appropriate placement of ads based on
research to reach the right audiences considering the product, service and message being advertised. A
media buyer is tasked to perform such activities.

• WHAT IS MEDIA PLANNING

Media planning is generally outsourced and entails sourcing and selecting optimal media platforms for
a client’s brand or product to use. The goal of media planning is to determine the best combination of
media to achieve the clients objectives.
• ADVANTAGES AND DISADVANTAGES OF MEDIA BUYING
1. Targeting

With programmatic media buying, it’s easier than ever to reach your target consumer. For example, if
one of our clients is a yacht manufacturer, you can identify people who are searching for yachts for sale,
and then serve ads to them on the sites they frequent.

2. Creative Control

With programmatic media buys, you’re able to gain insights about your audience and change out your
creative within moments if the results make sense to do so.

3. Lower CPM

The CPM (cost per thousand) on programmatic media buys is often much less expensive than with
direct publisher buys.

• ADVANTAGES AND DISADVANTAGES OF MEDIA PLANNING

Media planning has several benefits, including:

You’ll start and stay more organized through your ad campaign.

You’ll be able to set and track to your campaign budget.
The research you conduct up front will allow you to better understand your audience, which makes
targeting more effective.
You’ll have a firmer grasp on what peers are doing.
You’ll have a benchmark against which to compare future ad campaigns.

It contributes to individualism. …
As a consequence, it is affected by social interactions with friends, relatives and neighbours.
Some content in the media is not appropriate for children.
It can be tough to restrict children’s access to certain stuff.
Papers are geographically limited.

• WORK ACTIVITIES
MEDIA PLANNER :

Identifying the most appropriate vehicle for building awareness of a client’s brand.

Establishing and maintaining contacts with media owners.

Proofreading and checking content prior to release of advert.

Evaluating effectiveness of campaign.

MEDIA BUYING :
Booking the space or airtime once the campaign plan has been agreed with the client.

Negotiating the best deals for the campaign to keep within the budget.

Monitoring the effectiveness of the campaign.

THANKYOU