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How To Build An Effective Social Media Marketing Strategy - 0

The document discusses building an effective social media marketing strategy and connecting with audiences through targeted platforms for maximum impact. It covers topics like social media listening, converting leads, measuring campaigns, and trends in South Asia. Examples and recommendations are provided for each topic.

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shresthanikhil078
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26 views34 pages

How To Build An Effective Social Media Marketing Strategy - 0

The document discusses building an effective social media marketing strategy and connecting with audiences through targeted platforms for maximum impact. It covers topics like social media listening, converting leads, measuring campaigns, and trends in South Asia. Examples and recommendations are provided for each topic.

Uploaded by

shresthanikhil078
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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HOW TO BUILD AN EFFECTIVE SOCIAL MEDIA MARKETING

STRATEGY: CONNECTING WITH YOUR AUDIENCES THROUGH


TARGETED PLATFORMS FOR MAXIMUM IMPACT
@Aatreyee + @Rafat
What we will cover today:
• What is social media marketing?
• Social media listening
• How can you convert your leads?
• How to measure your campaign?
• Trends in South Asia
• Activity
About Social Media
Where are we now?

Audiences and
Locations are
same

Interests and
Channels have
changed

TIME
Quick Figures
INTERNET USERS SOCIAL MEDIA USERS

464 178
46% 3.5 bn 26% 31% 2.3 bn 12%
mn mn

MOBILE USERS SOCIAL MOBILE USERS

1.3 151
51% 3.8 bn 88% 27% 2.0 bn 10%
bn mn
Building engagement with content
• Stories not updates
• Captivating Images that
Inform, Engage, Excite,
Entertain, Evoke Emotion
• Engagement Apps
• Clear CTA
• Share content proven to be
engaging
Image speaks a lot!

2.3K 14
5.4 K likes
shares comments

91
774 likes 69 shares
comments
Case Study

“Combining our logos and


colors to Canva’s templates
has given CUI the
professional academic and
authentic visual representation
that we have desired for our
institution since being involved
on the social media scene.” -
Veronica Steel, Director of
Social Media, CUI
Recommendations
Website Facebook Twitter LinkedIn YouTube Google+

Invest in a good website – it’s your starting point

Consider mobile applications, social media accounts and all other digital content through which
students learn about you. Use stories and keep things shareable.

Innovate! Video and social media feeds help express and differentiate your brand

Students’ expectations of a university’s digital footprint are changing – are you keeping up with the
‘5-screen generation’?

Content is king: "If you do not have great content it does not matter at all how you deliver it."
Social Media Listening
Is it worth listening social conversations?

75 employees in Dell
dedicated for

monitoring social

media conversations
Who do we listen to?

• Audience: current or
potential
• Potential Influencers
• Competitors and Partners
• Mentions of your
brand/products/services
Case Study

With Sysomos, GSU


tracking brand mentions
more effectively,
decreased the time
and resources spent
answering student
questions and identified
students at risk of
dropping out.
What will be the strategy?

What we want Start


• Who to monitor • Identify Tool(s) Monitoring
• Location, • Brand mentions • Setup • Analyse
interests
• Hashtags • Track • Interpret
• Which channels
• Competitors • Interact
• Influencers • Take Action
Gather Info Get Setup
Crisis management!
Crisis management continued…
How can you convert your leads?
Things you need to consider:

• What is your campaign objective?


• Who is your target audience?
• Where they will be found?
• Why they will engage with your offer?
• How you’ll bring them to your funnel?
• Which is the most/least effective channel?
Your Measurement Plan

Business Objective
Primary Goal Secondary Goal

Reach Engagement Conversion Advocacy Reach Engagement Conversion Advocacy


Your Measurement Plan continued…

More Student Registrations


Increase more Lead generation from
students registrations potential students

Increase more
Increase more Increase brand Increase more Increase open More More brand
visits to our Reduce
registrations awareness by visits to our rate for the newsletter mentions on
Registrations bounce rate
completions mentions landing page Email shots subscriptions SM
page
Know the channels well

Facebook: The largest social media network

Google+: Social network for mid-aged people

Instagram: Social network for sharing pictures

Pinterest: Social network to discover interesting stuffs

Linkedin: Social network for skilled professionals

Twitter: Social network for microblogging


Develop your conversion funnel

Quality content that can


attract

Personalisation to fulfill user


journey

Convince them to the final


step
Build effective landing page
How to measure your campaign
What you need to track/analyse?
• Your performance on
each social channel
(growth, engagement,
reach, etc)
• Outbound traffic: how
effective you are at
driving traffic to your
website or partner
websites
• What happened with
that traffic!
How to track/analyse?
How to track/analyse?
Tools you can use to measure your campaigns
Activity
Activity:

Your university has created a new scholarship guide. You want to promote this in
South Asia through a social media campaign.

Design a social media post as part of this campaign.

Think about:

Your audience
The social media channel/s you will use
How will you communicate the offer so they download your guide?
How will the post look? Design and content.
How will you measure the success of your campaign?

You have 10 minutes


Some trends in South Asia
Dominance of Some of the things you can do on WeChat
Messaging

Transfer Pay
Top Top Social Money For Purchases
Messaging media
Platforms Platforms
Monthly
users
Renew your Order
passport a Taxi

Evolution of
Video

Interactive content that VR content that


Bring your
puts the control of the creates a truly
audience into live
experience in the hands immersive user
– here and now
of the viewer experience
world
Content Marketing

Moving on from the Quality of content critical for Content Personalisation


written word driving ROI

Mobile
The Primary Screen

Asia comprises half the worlds Mobile internet advertising now Mobile very often is the sole
smartphone population and is poised accounts for a 3rd of all internet screen in the consumers digital
for further growth ad spend. life
Any questions?

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