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Social Media Calendar #MKTOGuide TABLE OF CONTENTS 04 What Is Social Media Marketing And Why Is It Important? 13 Create A Winning Social Media Strategy 27 Choosing The Right Social Media Platforms 55 Social Media Advertising 62 Developing A Social Media Calendar 72 How To Structure Your Social Media Team 76 Integrating Social Media Into Your Omni-Channel Marketing Strategy 83 Your Social Media Technology Stack 88 Measure The ROI Of Your Social Media Campaigns 95 Conclusion Introduction WHY SHOULD I READ THE DEFINITIVE GUIDE TO SOCIAL MEDIA MARKETING? Social media is one of the most powerful ways to reach and engage with your buyers today. Because it’s almost universally used—by consumers and brands—social media is one of the most effective (and perhaps cost-effective) channels to connect with your audience. Today, social media activity is higher join every second. That means in the While popular social media marketing plays a critical role in than ever, with the number of users time it has taken you to download platforms started as a way to stay the success of every business. rising by 176M in the last year, based and start reading this guide, almost connected with your personal and Social media marketing offers on data from Social Media Today— 30 new people started participating professional network, social media marketers a vast opportunity to and that’s only expected to increase. on social media. And while new has evolved into a powerful way engage with their buyers, across According to eMarketer, 67.4% of social platforms are popular, users for brands to connect with buyers the entire customer lifecycle, on internet users worldwide will use a typically adopt these platforms in and engage in instantaneous, two- the platforms they actively tune in social network this year, and research addition to their current platforms, way conversations. Because of to for information. So, it's critical from Social Media Today shows that rather than as a replacement. this transformation, social media is that, as a marketer, you know how 12 new active mobile social users now status quo in a business’ digital to leverage social media marketing presence. Now, users expect to to build your brand, drive demand, see their favorite brands on social and engage your buyer. media. And that’s why social media " Social media is becoming a real part of people's everyday lives (all people, not just social media marketers)." PEG FITZPATRICK Social Media Strategist and Co-Author, The Art of Social Media: Power Tips for Power Users 3 WHAT IS SOCIAL MEDIA MARKETING AND WHY IS IT IMPORTANT? #MKTOGuide What is Social Media Marketing and Why is it Important? SOCIAL MEDIA MARKETING DEFINED Social media marketing uses social media platforms, as a brand, to communicate and engage with people—regardless of the goal of that engagement. Because of its rapid rise and But, it is important to understand that Social media marketing can be done As a term, social marketing is often prevalence in our modern culture, social media marketing is more than organically—posts are displayed to defined as marketing that builds social media marketing has become a the traditional platforms that many your audiences based on algorithms awareness around social issues and global phenomenon and a ubiquitous marketers are familiar with—Facebook, or augmented by paid advertising— causes with the goal of bringing part of a marketer’s tool kit. There LinkedIn, and Twitter. There are so posts are boosted by a platform's ad about social change. While social are 2.31 billion people in the world many more activities and platforms capabilities, making it more likely to marketing may use social media who are active social media users that marketers can and should explore be seen by your target audience. marketing, it is not the same. Social and 1.97 billion who are active to reach their target audiences, While our definition of social media media marketing today is considered mobile social media users, according engage them with relevant messages, marketing encapsulates the activities a marketing channel and activity (or to We Are Social. Social media is and build lasting relationships. that modern marketers do on social set of activities) that marketers use no longer something that needs media platforms to reach and engage to connect with fans, customers, an introduction—most marketers their audiences, you may encounter prospects, and partners. and their audiences know about it. different definitions and terms. GLOBAL DIGITAL SNAPSHOT A snapshot of the world's key digital statistical indicators TOTAL INTERNET ACTIVE SOCIAL UNIQUE ACTIVE MOBILE POPULATION USERS MEDIA USERS MOBILE USERS SOCIAL USERS 7.395 3.419 2.307 3.790 1.968 BILLION BILLION BILLION BILLION BILLION Urbanization 54% Penetration 46% Penetration 31% Penetration 51% Penetration 27% Source: We Are Social 5 What is Social Media Marketing and Why is it Important? WHY IS SOCIAL MEDIA MARKETING IMPORTANT? As marketers, a familiarity with social both mobile (17% growth in 2015) and media marketing and its value is now not (10% growth in 2015), continues to par for the course. More than ever, climb and even outpaces the growth your buyers are sharing their opinions of global internet adoption (10% in about you online, whether or not 2015), according to We Are Social you’re a part of the conversation, Singapore. Social media platforms are so it’s critical to participate and just as critical for a modern marketing engage in a meaningful way. Social organization as any other channel. media marketing is an effective way With a majority of our audience to engage your audience across actively using social media (over the entire customer lifecycle—from 76% of U.S. adults using the internet creating and maintaining relationships, engage on one or more social media to driving revenue growth, to platforms according to data from Pew increasing customer loyalty and Research), we need to be where our retention, and building advocacy. audience is, and that's on social! The impact of social media transcends To understand the value social media almost every aspect of our daily marketing offers your organization, lives—work, politics, breaking news, let’s look at how it helps marketers and more. The rise in social media drive value across every stage of the usage by marketers, and our audience, customer lifecycle. means that participation is no longer an option; it’s a necessity. In fact, the growth in global social media users, What is Social Media Marketing and Why is it Important? DRIVE BRAND AWARENESS AND PREFERENCE With the steady rise of internet and out brands on social media—using it to PR team, who tracked and cultivated A great way to identify and engage mobile users, social media has become engage with brands that they already relationships with key players in your with these influential people is through ubiquitous across the globe. As a like, research products and services for industry and market, but social media social media marketing—and building marketer, social media is an important purchase, and obtain customer service. has changed the name of the game. campaigns that are conducive to social channel to reach large audiences and Traditionally, one way that buyers find Now, it’s critical that you not only listening and sharing, which we will develop their awareness, recognition, you is through influencers—trusted identify “social celebrities” (commonly cover more later in this guide. and sentiment for your brand. In fact, individuals that engage with your brand known as influencers) who love and according to data from Global Web or product. In the past, influencer use your brand, but everyday people Index, more than a third of users seek marketing was typically owned by your with a large network and influence. SOCIAL MEDIA FOR BRAND RESEARCH % of active users who say they use social platforms to research products 44% 39% 39% 39% 38% 38% 37% 36% Source: Global Web Index What is Social Media Marketing and Why is it Important? INCREASE DEMAND Social media offers marketers more Social Selling " As social media becomes more personal, social than a way to reinforce your brand. Outreach known as social selling gives It's also a good way to drive people selling, when practiced correctly, is becoming a you a new way to connect with your to a conversion or sale by bringing in very real channel to engage people with." buyers. Your social media marketing new marketable contacts into your and sales team (if you have one) can JOHN JANTSCH Speaker and Author of Duct Tape Marketing, The Referral Engine, database and nurturing them across all reach out to people on a 1 to 1 level channels. Develop offers, promotions, and The Commitment Engine and offer them personal, relevant contests, and content that engages content, messages, and offers to your audience more deeply and drives accelerate them toward a purchase. conversion—from a form fill to a purchase. This can be done through social media activity from your brand page or on a 1 to 1 basis through individual team members. Examples of social selling in action at Marketo—on Twitter and LInkedIn What is Social Media Marketing and Why is it Important? SEO BENEFITS Many marketers use their website as the ‘home base’ for their marketing activities—driving visitors to their site to continue to engage and eventually convert them. An important part of getting people to your website includes your ranking in organic search results, which is where search engine optimization (SEO) comes in. SEO is a strategic activity that marketers do to bolster their organic search rankings on search engines like Google. While social media and SEO may not work in conjunction as far as directly building your website’s page ranking, social media is one of the easiest and most effective ways to push out your content.
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