Online Marketing and Project Management

WBD5300

Marketing strategy that includes social media should be more outcome-focused instead of activity-focused

 

E.g. “Increase event ticket sales by 25% from social media sources.”

When you market your online business through social media, you reach people at a time and place when they aren’t expecting it.

 

You’re selling in context. Your customers are not looking for something to buy right now, they’re enjoying what their friends, family, and colleagues are doing.

 

Social media represents a much more intimate connection between businesses (or brands) and customers

Integrate Social Media into a Larger Campaign

  • Design a promotion, contest, or offer. Choose something easy and fun for your promotion. If this is memorable and re‐ markable, then you’re far more likely to gain traction on Facebook.
  • Create a custom landing page on Facebook. Beyond your corporate page (and possibly also product pages), you can create a custom Facebook landing page for this holiday campaign
  • Use tracking links for all Facebook posts, ads, and promotions. Set up a Bit.ly link to both shorten the URL and track the traffic generated by your post

Integrate Social Media into a Larger Campaign

  • Post a related photo/video on your Facebook page with a one-sentence description. 
  • Use the “Boost post” feature for simpler, easier post promotions, such as targeting more of your fans.That means that they’re more likely to like, comment, and share.
  • Create a Promoted Post. In the Ads Manager on Facebook, you can create a Promoted Post to promote this post in a different way. Use clever targeting to ensure a strong message-to-market match.
  • Add link to your event/page to your Email Signature (not social network but don't forget this)

 

Integrate Social Media into a Larger Campaign

  • Continue to post once or twice per day. Regular posts increase engagement. Out of ideas? Try these: helpful hints, tips, recipes, photos, videos, questions, surveys.

 

Make Your Website More Social

Improving the quality of your content is one way to make your site more social. Are you creating articles, blog posts or videos that are worth sharing? For example, make sure your titles are enticing. Be sure to integrate your sharing buttons closely with the pieces of content.

 

Infographics, videos and concise blog posts are generally shared more often than long, in-depth pieces because they're easily and quickly digested.

That's especially important with the growing number of mobile-device consumers.

Make Your Website More Social

Add Like/Follow Buttons (However, when you’re adding social media buttons to a corporate site, be careful that you don’t go overboard. Too many buttons leads to clutter in the site design, and can discourage interaction.)

 

Add Share Buttons (Sometimes it’s just silly to include a particular social media button, such as when you have a Pin It button on a page with no real graphics to pin.)

 

 

Make Your Website More Social

Social media widgets (Good widgets are dynamic and interactive, and show some content from the site to which they lead)

 

Cross-Posting (Cross-posting is submitting content to one online location and then having that service automatically distribute it to all other social network accounts belonging to the user)

 

 

Make Your Website More Social

Add Comments section (FB, Disqus... Solutions like these don’t always make sense for corporate websites. For ecom‐ merce and content sites, however, they are a must-have.)

 

Customize Your Channel

Regardless of which social media sites you participate in and how you are using them, you must customize your pages on those sites and make them distinctive.

Create Apps

Social media apps are important because they have different functions. E.g. a Contest app allows you to collect names and emails so that you can do email marketing.


The drawback with many apps is that they aren’t mobile friendly. (Contestdomination.com is a Facebook app that does provide a separate link to promote to mobile users)

 

Forming a Superior Strategy

  • Set goals and checkpoints
  • Make a content plan
  • Establish a presence - Identify the social networks that you’re prepared to maintain a presence on
  • Build a “starter” audience
  • Execute your content plan - Start posting on the schedule that you’ve laid out for yourself
  • Increase engagemen - Now that you’re up and running, the stats and feedback should have some hints as to what kind of content is and is not working

Use latest social networks features

 

  • Welcome New Instagram Followers With a Video Invitation to Your Event
  • Leverage Facebook’s Call-to-Action to Drive Traffic to Your Registration Page

  • Create One Unified Hashtag for Use Across All Social Channels (many events skip this vital step)

 

Advanced tracking

Track users - Use Google Analythics, heatmap services (Hotjar, Lucky Orange) and other advanced methods to track conversion  (Kissmetrics)

References:

 

  • Sheahan, J., Spencer, S., Matzan, J. (2014) Social eCommerce: Increasing Sales and Extending Brand Reach. Beijing: O’Reilly Media
  • Safko, L. (2010) The Social Media Bible: Tactics, Tools, and Strategies for Business
    Success. 2nd Edition. John Wiley & Sons.

 

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