SOCIAL MEDIA MARKETING : LIVING IN

THE CONNECTED WORLD

MEMBERS :
• ALDANNISA WILONA KAULIKA
C1H016014
• ADITYA PRISANTIO NUGROHO
C1H016017
• TIYO CAHYA NISBANA
• C1H016019
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 Social Media
• Different forms of electronic communication through which
users can create online communities to exchange:
• Information
• Ideas
• Messages
• Other content such as videos or music

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 Categories of Social Media
• Social media platform – Type of software or technology
that allows users to build, integrate, or facilitate a
community, interaction among users, and user-generated
content
• Social media tool – Enables users to communicate with
each other online

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 Social Media Platforms
• Act as a home base for an online community
• To access the conversations held there, users must become
members
• Social networking sites
• Bookmarking sites
• Social news sites
• Online forums
• Blogging sites
• Microblogs

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 Social Media Tools
• These make the conversation happen
• Services like YouTube and Flickr allow people to upload
and share media such as photos and videos
• Blogging allows people to communicate in greater detail than
microblogging does
• Marketers use blog postings
• Companies may
• Designate certain staff members as bloggers
• Hire professional bloggers either in-house or on a consulting basis
• Microblogging offers short bursts of news
• App – Short for application, it is a free or paid software
download that links users to a wide range of goods and
services, media and text content, social media platforms,
search engines, and the like
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 Why Should Marketers Turn to Social Media?

• Social media has quickly grown to be an important tool for

marketers to:
• Build relationships with customers
• Strengthen brands
• Launch new products
• Enter new markets
• Boost sales
• Consumers are connecting with retailers, restaurants,
travel and entertainment firms, financial companies, and
other businesses via social media
• The messages conveyed via social media wield substantial
power

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 Social Media Marketing (SMM)
• Uses social media portals to create a positive influence on
consumers or business customers toward an
organization’s:
• Brand
• Goods and services
• Public image
• Website

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 Why Should Marketers Turn to Social Media?

• Marketers generally view the goal of social media

marketing as developing a conversation with potential
customer
• Not-for-profit organizations create social media marketing
campaigns to expand their reach
• SMM contains three essential features:
• It creates a buzz
• It creates ways for customers or fans to engage in
conversations with ach other and the organization
• It allows customers to promote the firm’s messages
themselves

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 Consumer Behavior
• Shoppers who shop with search engines do so because
these provide the greatest amount of information about
products and companies
• Search engines help with comparison shopping,
particularly when it comes to price
• Consumers rely on the communities created by social
media for their buying decisions in order to
• Learn about new goods and services,
• Conduct research and share information
• Make final purchase decisions

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 Business Behavior
• Businesses use social media to build relationships,
including partnerships with other companies

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 Not-for-Profit Organizations
• Use social media to:
• Market themselves
• Generate donations or other types of funding
• Spur action
• Promote an event
• Educate the public
• Encourage and showcase partnerships with other
organizations

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 Creating a Social Media
Marketing Plan
• Effective social media marketing requires:
• Setting goals
• Developing strategies to reach a target audience
• Social media marketing (SMM) plan – Formal document
that identifies and describes goals and strategies,
targeted audience, budget, and implementation methods
as well as tactics for monitoring, measuring, and
managing the SMM effort

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 Creating a Social Media Marketing Plan
• A well-written plan contains clear, concise prose that
covers the salient points and answers anticipated
questions
• Most SMM plans contain:
• An executive summary
• A brief overview
• Analysis of the competition
• The body of the plan

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 Goals and Strategies of a Social Media
Marketing Plan
• SMM actively solicits the audience’s participation in the
message
• Successful SMM efforts require the audience’s trust
• Social media is helpful for connecting with influencers
• Phases of developing an SMM campaign

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 Figure 4.3 - Cycle of Social
Media Marketing

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 Setting Goals
• Successful social media marketing campaign starts with
clear goals
• Once goals are established, marketers are better able to
develop strategies and choose the right platforms or
outlets for their messages
• Clear goals help everyone involved in the campaign to aim
their efforts in the right direction
• Goals should be flexible

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 Targeting the Audience
• Social media efforts customize marketers’ approach to
targeted audiences
• Social media marketers arrive at a target audience based
on the goal of the marketing effort
• In order to pinpoint the audience for social media
marketing

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 Developing Strategies and Choosing Tactics

• Every strategy in an effective social media marketing

campaign traces back to the campaign’s goals—and
ultimately links to a firm’s overall strategic goals
• Marketers decide:
• Which social media platforms to use, and how to combine
them to reach and engage with the audience
• Which social media tools should deliver the campaign’s
content, and how best to link them with the selected social
media platforms
• Who will participate in the conversation on behalf of the
company
• How to make it easy for potential customers to locate and
participate in the conversation

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 Creating Content

• SMM content is a two-way street

• In order for SMM to succeed, the content of its messages
must engage the target audience in the conversation
• Content marketing – Creating and distributing relevant and
targeted material to attract and engage an audience, with
the goal of driving them to a desired action
• Content for an effective SMM campaign has:
• A strong brand focus
• A focus on the audience rather than the organization
• Targeted keywords
• Relevant information
• Shareworthy text and images

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 Creating Content
• Invitations to generate content via posts, shares, discussions,
reviews, or other forms of dialogue with the organization as
well as with fellow customers
• Promotions that offer discounts, gifts, or other special deals in
exchange for participation

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 Implementing the Plan
• SMM plan requires a timeline for implementation
• Marketers may decide to create separate schedules for the
rollout onto each social media platform
• SMM plan builds in a specified time period for engaging
with the public, and offering special promotions
• Timeline includes managing, monitoring, and measuring
the success of the effort
• Experts recommend that marketers refrain from
scheduling content more than a week

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 Monitoring, Measuring, and Managing the
SMM Campaign
• Social media monitoring – Process of tracking,
measuring, and evaluating a firm’s social media marketing
initiatives. Monitoring and measuring help marketers
understand what their customers need and want,
ultimately making adjustments to SMM or product
offerings to satisfy those customers

• Social media analytics – Tools that help marketers trace,

measure, and interpret data related to social media
marketing initiatives

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 Monitoring, Measuring, and Managing the
SMM Campaign
• Firms calculate the return on investment of their social
media marketing initiatives, using:
• Reach – The percentage of people in a target market who are
exposed to the marketing effort at least once
• Frequency – The number of times an individual is exposed to
the marketing material during the campaign

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 Monitoring, Measuring, and Managing the
SMM Campaign
• Expenses are weighed against savings
• Effective monitoring gives marketers a clearer picture of an
organization’s influence via social media
• Measuring the success of a social media marketing plan
includes such factors as:
• Share of voice
• Awareness of the company or brand
• Level of engagement by the targeted audience
• Influence created
• Popularity among target audience members

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 Figure 4.4 - Social Media
Measuring

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 Managing
• Managing a social media marketing campaign or a
company’s overall social media efforts requires skill,
expertise, and understanding of the company’s:
• Brand
• Competitors
• Social media environment

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 Ethical and Legal Issues
• Social media marketers face ethical and legal issues
• Well-written social media policies are:
• Consistent with a firm’s organizational culture and values
• Explain why employees should take certain steps or actions or
avoid them
• Postings, ads, comments, and even images come under
intense scrutiny and must be checked for:
• Accuracy
• Fair and realistic claims or promises
• Balance and objectivity
• Potential for misinterpretation

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 Ethical and Legal Issues
Marketers must:
• Not distribute any personal information without consent
• Be vigilant about confidentiality
When mistakes happen, smart social media marketers:
• Take action to solve the problem or resolve the issue
• Acknowledge the problem and take responsibility for it
• Communicate with the right people, via the most relevant
channels
• Promise to take steps necessary to correct the situation
• Implement the agreed-upon changes or make other
concessions
• Evaluate ways to avoid similar problems in the future

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 Figure 4.5 - Job Titles in Social
Media Marketing

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 Types of Jobs
• Social media marketing manager or digital marketing
manager
• Social media strategist
• Brand manager
• Online community manager
• Influencer relations
• Social media specialist
• Social media analytics
• Social media design
• Social media developer
• Content programmer
• Blogger or copywriter
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 Social Media Helped Adidas To Become A Cricket
Brand With 1 Million+ Fans

• Adidas, one of the leading global sports brands who has never
been actively associated with cricket. It had been synonymous
with football, athletics, basketball and other sports, but never
identified as a dedicated brand for cricket. After, it has
understood the vast potential of Indian market and the cricket
loving Indian youth, it has successfully leveraged social media
campaign on Facebook to position itself as a brand or
company very passionate for cricket and cricket lovers.

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 Business Objectives Of Adidas
The campaign was initiated to position Adidas as a serious
cricket brand in India with the following two key objectives,
• Ensuring long term and sustainable process of interaction with
the target audience; and
• Simultaneously engaging the audience with quality and
meaningful applications, events and activities

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 Strategy Adopted By Adidas
• Decided to create a snowball effect to its campaign through a
social media platform, where the cricket fans come, discuss,
share content and experience.
• The young people in the age group of 14-25 years with a huge
affinity towards digital media were targeted.
• It selected Facebook as its primary social media platform
because it was the most popular among its target audience.
• It created accounts in YouTube and Twitter to extend the
digital touch points and to broaden the overall social media
experience of the target audience

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 Results Achieved By Adidas
Adidas Cricket has achieved a phenomenal success in its social
media campaign. The following were some major outcomes:
• The Facebook page has been able to acquire more than 3.2
Million likes and 12,170 people are talking about the page (as
on 3-6-2014).
• The Adidas Cricket community has grown to more than 1
Million fans and still growing.
• More than 5 Lakh visits to its YouTube videos.
• Acquired more than 300 followers on Twitter

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 Learning
• The lead dropout rate on micro sites would be comparatively
higher than social media platforms.
• Social media platforms provide stickiness and so have better
magnetic power to attract and hold the audience.

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