Summary
Samenvatting Social Media Marketing
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Samenvatting Social Media Marketing 2de jaar () Docent: Sofie Smolders
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Inhoudsopgave1. Social Media Marketing 3
Social media is a marketing disrupter 3
Advantages of social media 3
Disadvantages of social media 3
Evolving towards social brands 4
Important elements of Social Media Marketing 4
2. Social Media Platforms 5
3. Organic vs. paid marketing 7
Benefits of paid & organic social media 7
Why advertise on social media 8
4. Post Purpose Marketing 9
Maslow’s hierarchy of needs 9
Simon Sinek ‘start with why’ 9
Thomas Kolster post purpose marketing model 9
Brand value 10
5. Social Brands 11
3 Social Pillars 11
Business model for a social brand is based on 4 pillars 11
6. Social Circle & Consumer 13
The impact of the social consumer 13
Sociology 14
Social Comparison Theory 14
Millennials & Gen Z 14
7. Human To Human & Brand Personality 15
Archetype 15
8. Influencers & Word-Of-Mouth 16
Criteria to be an influencer 16
Perks to influencer marketing 16
Steps to build brand strategy 17
9. Branding On Social Media 18
How to define your branding? 18
2 domains of branding 18
,10. Content Marketing 19
Types of content marketing 19
From cost to asset 19
11. What Content On Social Media 20
How to decide which content? 20
Category 20
Intention 20
Format 20
12. Content Creation 21
Social media content strategy 21
Guidelines to writing a caption 21
Hashtag basics 22
Video’s & reels 22
Pictures 22
Stories 22
Giveaways & competitions 22
Direct messages & one-to-one contact 22
A/B testing 22
13. Measuring & Analysing Results 23
Common social media goals 23
Likeability, engagement & empathy 23
How to increase likability 24
Engagement % 24
Measure social media efforts 25
Link strategic intent to KPI’s 25
Google Analytics 26
14. Social Media Strategy 27
Difference between social media strategy & social media plan 27
6 questions to build a social media strategy 28
Identifying target market 28
, 1. Social Media Marketing
Definitie
Social Media Marketing: Social marketing is a method wherein a brand is authentic and human so
to have an open dialogue and build a connection with their target audience (fans) and beyond,
with the focus on social goals (not just profit).
⊳ Social media ≠ regular marketing channel but build relationship with audience
Social media is a marketing disrupter
➢ Fundamental shift in how people communicate
➢ Instant feedback (24/24 h & 7/7)
➢ Abbreviated words & emoji’s are common
(style of communication = changed)
Advantages of social media
➢ Unlimited access and free to use
➢ Reach a large audience
➢ Targeting = very precise and easy
➢ Heighten engagement through dialogue
➢ Increase brand awareness and loyalty
➢ Most effective digital marketing channel
➢ Allow for immediate measurement (trial and error, very agile)
Disadvantages of social media
➢ Lacks a real-life connection
➢ Opens brands to negative feedback
➢ Requires additional resources to manage
➢ Unrealistic customer expectations
➢ Experiencing security breaches
➢ Time consuming (daily monitoring)
➢ Dealing with inappropriate behavior
➢ Can be difficult to measure return on investment
⚠ Consumers share ⊕ or ⊖ feedback with word-wide audience ⇒ power shifted to consumer
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