Social Media Marketing

Owned by Steven Poung
Last updated: Jun 10, 2020 by Usamabadarr (Unlicensed)
2 min read

DRIs: @Micah Bai @Steven Poung Contributors: @Usamabadarr (Unlicensed) @Kristen Emiko Shiozaki (Deactivated)

What are we sort of missing?

  • Audience interaction.

    • Regularly add compelling content and engage audience through storytelling

    • Advertising the content for our targeted audience’s interest.

  • A social media “influencer” who actively engages our audience.

    • Connecting with relevant influencers by running ads which provide people with the information they need and connect with the landing page for survey and testing.

Who are our stakeholders / audience?

  • Current and potential?

    • Create persona profile by hosting interviews and surveys.

  • This is really important in that we know who to “optimize” and target to.

  • Targeting, Big Data, Targeting.

What is our approach?

  • Passive approach

    • An inexpensive way to gauge our audience by passively observing and then reacting.

    • At the cost of “risking bad publicity to obtain good publicity”.

    • Useful as it can keep up with the modern fast-paced marketplace.

    • Example tool: good audience engagement -> loyal audience -> “free marketing”.

      • An instagram business account for analytics to figure out who to target.

  • Active approach

    • Market research and direct marketing are “expensive”.

    • Most is now done through analytics, e.g., Google Adsense with keywords.

    • Useful as it can really narrow our target audience.

    • Example tool: hypertargeting gathers information about a specific audience from a myriad of sources and generates helpful audience profiles that we can target.

How do we engage our audience?

  • Turn them into active participants in our marketing strategy.

    • Storytelling and updates.

  • “Word-of-mouth” marketing. Social buzz.

  • Proactively

    • Post, Share, Post.

  • Reactively

    • Reach out and communicate. Look “alive”.

  • “Opinion leaders” / influencers who have a big base and can generate social buzz.

Why do we engage our audience?

  • Brand visibility / recognition.

    • Example: By actively engaging online with local businesses, we can attract a potential audience back to us.

What tools do we use to engage our audience?

  • Social media networks.

    • Building a Facebook community group of relevant and targeted audience.

  • A strong Google organic search is highly social media dependant.

  • Visual social media networks have the highest interaction rates.

  • Three-step guide to engage our audience: identify the social chatter, initiate the social influencers, investigate a targeted campaign.

  • Details about specific tools/platforms: https://w.wiki/SeW

How do we measure our audience engagement? https://w.wiki/SeX   😏

How do we optimize our audience engagement? https://w.wiki/SeY

 

Note: The linked concepts above are expanded on elsewhere on our Confluence.

Adapted from: https://w.wiki/SeZ