1. SOCIAL MEDIA MARKETING PRINCIPLES
By Salma Ghassan Alwan

2. INTRODUCTION
Why digital marketing is so important

3. Nowadays, customers have access to information any
time and any place they want or need it.

4. Because via electronic channels
and by posting positive comments,
feedbacks about our services (our
happy customers) can attract new
customers and build long-lasting
relationship.
WHY DIGITAL
MARKETING IS SO
IMPORTANT

5. SOCIAL MEDIA MARKETING
STRATEGY
How to set goals and objectives

6. Step 1
DEFINE YOUR CUSTOMERS
who they are and how they behave
Before start working on your digital strategy, you
need to start by defining your target audience, in as
much detail as you possibly can:
- What do you know about them?
- Where they live?
- What they do? How they behave etc.
- What would you like to know about them?
- What sort of technology/ channels do they use and
how often?

7. Step 2
YOUR CURRENT SITUATION
how far you are from achieving your goals, and what did achieve
do a SWAT analysis and compare them to your competitors and marketplace.

8. Step 3
COMPETITOR REVIEW
take a good look at your competitors’ websites, social media sites & digital
marketing assets and looking at their strengths and weaknesses.

9. choose 3 to 4 key areas to focus on that
will help you achieve your business goals.
Step 4
KEYFOCUS
AREAS
Examples:
Looking for an increase in sales leads for your team?
Looking for an improvement in customer service?
Looking for increased engagement from your customers?

10. SETTING OBJECTIVES
Step 1 – Define success
The key to making sure
that you are celebrating
the right things is to set
SMART objectives.

11. SMART OBJECTIVES EXAMPLES
Specific, Measurable, Achievable, Realistic, Timely
Definition
Specific
Objectives should adress the five Ws: (Who, What, When, Where and Why).
Note: use action verbs: (create, design, develop, implement, achieve, etc).
Objectives should include numberic or descriotive measures that define
quantitiy, quality, cost, etc.
Objectives should be within the team control ( it may be a “stretch” but still
feasible). Ask yourself: is it ashievable with the available resources/within the
timeframe?
Is it possible for your team to perform the objective using digital channels?
How sensible is the objectives?
Objectives should identify a definite target date for completion & frequencies
for specific action steps that are important for achieving the goal.
Measurable
Achievable
Realistic
Timely
Description

12. EXAMPLES
Overall Busimess
Objective
Increase sales
Achieve an increase of XX% in direct sales from the
website within 1 year.
Gain an additional XX leads per month from X channel by the
end of 2015.
Gain XX of emails by the July 2015.
Increase retention rates of customers online from 20% to 30%
by the end of 2015.
Increase visitors number to the website to XXXX by June 2015.
Achieve #1 listing in Google natural search.
Increase number of followers to XXX by the end of 2015
Achieve an increase of XX% of paitents from digital resources.
Increase leads
Improve online customer
retention loyalty
Improve brand
awareness
Increase conversions
Digital Marketing objective

13. SETTING OBJECTIVES
Step 2 – Benchmarking
At the time of developing your digital objectives, it is also time to look at what
you already have and how it is performing.

15. SOCIAL MEDIA TACTICAL STRATEGY
Why social media is crucial to your digital strategy plan

16. Internet users
spend 4x more
time on Facebook
.elgooGnonaht
!

17. Facebook: 1.3 billion
Twitter: 645 million
LinkedIn: 300 million
Google+: 300 million
ACTIVE USERS

18. of marketers saw
traffic after
spending just 6
hours per week
on social media.
74%
SOURCE: SOCIAL MEDIA EXAMINER

19. Use social media to engage not just leads,
but customers, too.

20. %ofchanneluserswhoacquireda
customerthroughthischannel
Social media is e ective for
customer acquisition.
52%
43% 43%
36%
15%
9%
0%
20%
40%
60%
80%
100%
Facebook LinkedIn Company
Blog
Twitter Google+ Pinterest

21. SOCIAL MEDIA BEST PRACTICES
Optimize your profile
Define your customers
Build reach
Customize your content to each platform
Analyze to refine

22. • Ask questions rather than talking about yourself.
• Sharing content that is from other people is OK. In fact it is a necessity.
• 80/20 rule: 80% of your content should be interesting and helpful, and 20%
can be more promotional.
• Mix things up: Post pictures, videos, blog posts, contests.. etc
RULES OF SOCIAL
MEDIA ETIQUETTE

23. HOW TO MAKE YOUR
SOCIAL MEDIA STRATEGY
PLAN

24. • Having # likes by the end of 2015.
• Reach # monthly.
• Generat # leads or customer acquisition.
• Share a mix of contents.
• Engage with influencers.
OBJECTIVES
• Quarterly engagement campaign.
• Set up monthly sponsored posts and ads.
• 3-5 posts per day.
• Weekly winner.
• Using engaging photos & videos.
• Special Coupons to our loyal followers.
• Using more infographics designs.
• Posting under 250 characters.
• Make it fun and personal – this is not the place
for serious content!
ACTION PLAN
FACEBOOK
The Personality

25. Facebook’s News Feed uses an algorithm to
determine whether your posts get displayed
on a user’s News Feed, which is critical for
lead generation. So how do you get your
posts to appear? This algorithm has gone
through numerous iterations, and (like Google)
will continue to change over time, but it always
responds to content engagement—if users
and their networks interact with your content,
it will show up in the feed. If not, it will be
dropped.
WHAT DOES
HAVE CHANGED
ON FACEBOOK

26. TWITTER
The Conversation
• Quarterly engagement campaign.
• Utilize promoted and pinned tweets.
• # posts per day.
• Special Coupons to our loyal followers.
• Mentions.
• Retweets our followers tweets.
• Use #hashtags to connect with the audience.
• Favorite tweets.
• Thanks them for retweeting our tweets.
ACTION PLAN
• Reach # Followers by the end of 2015.
• Generate # of leads or customer acquisition.
• Segment influencers and create lists.
• Communicate issues from social media to
support team and ensure follow-up.
• Listen and respond to relevant conversations.
• Build reputation.
OBJECTIVES

27. OBJECTIVES
ACTION PLAN
GOOGLE+
The Search Engine Driver
• Brand awareness and engagement
• Lead generation.
• Reach # followers by the end of 2015.
• Optimize for SEO.
• Create and promote upcoming events.
• 3-5 posts per day.
• Search for a new keywords.
• Monitor our competitors.
• Using google Ads.
• Get all G+ features, Like: url name, maps, etc.

28. • Brand awareness and engagement
• Reach # followers by the end of 2015.
• Increasing the number of follower on the
company’s page.
• Create and promote upcoming events.
• Post to company pages and groups.
• Post meaty, thought-provoking content on
industry-related topics.
• In general, post before 8AM and after 6 PM
on Tuesdays and Thursdays.
• Have employees share content.
• Ask all the emplyees to have a profissinal
linkedin page and follow the page.
• Start using linkedin sponsored ads.
LINKEDIN
The Professional
OBJECTIVES
ACTION PLAN

29. CONTENT STRATEGY
Content is king

30. IMAGES
Square
750px X 750px
For:
facebook post
google+ post
instagram post

31. IMAGES
For:
twitter post
Rectangle
1024px X 512px

32. COVER PHOTO
• Brand awareness.
• Increase engagement.
SIZES
are depending on the social media platform
OBJECTIVES
• Add call to actions.
• Contact information such as website,
email or telephone number.
• References to a specific features or
actions such as “Like” and “Share”.
• Highlight services.
• Announce major events.
• Friendly colorful design.
ACTION PLAN
Example: Freelancer used their facebook cover page to
announce their new desktop app.
1st of October
9st of October

33. PHOTO ADVERTISING RULES
RULES
- Covered by 20% text (max) including
company’s logo.
- Not showes before & after cases.
- Not use shock or scare tactics.
- Does not contain QR codes.
- Not allowed to use any of facebook
brand images.
- Does not portray nonexistent
functionality,
example
by facebook

34. POST SCHEDULE EXAMPLE
Sat
10 am
1 pm
motivation motivation motivation motivation motivation motivation
blog article video
video
blog article
infographic
blog article Friday
greeting
service
information
service
information
service
information
offer
offer
news game
game
game
tips tips tips
health tip
health tip
health tip
doctors
information
doctors
information
doctors
information
4 pm
7 pm
10 pm
Sun Mon Tue ThurWed Fri

35. 9 HASHTAGS
BEST PRACTICES
You Should Start Using Today!
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3
LESS IS MORE: As a rule of thumb, never use
more than 3 hashtags in a single post or tweet.
#LongStringsOfWordsAreANNOYING: Do not
ever use outrageously long hashtags.
BE SPECIFIC: Using generic hashtags, such as
#marketing or #running in a campaign results
in an abundance of hashtags that are coinci-
dental. This will make it near impossible to
track the tweets and posts that are in response
to your specific campaign.
EASY TO REMEMBER/EASY TOSPELL: Using
overly complicated hashtags for campaigns will
result in less engagement as well as a variety
of wrong spellings. No beuno! Keep it simple
(yet creative) and catchy.
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36. 7
8
9
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UNDERSTAND THE PLATFORM: Hashtagging on
Instagram is entirely different than hashtagging on
Facebook or Twitter. Understanding the differences
will make you a more affective “Hashtagger”.
#CapitalizationIsAwesome: Capitalizing different
words in a hashtag makes it easier to read and can
prevent unfortunate interpretations
RELEVANT TO THE BRAND: Creating a unique
hashtag that reflects your brand should be the goal
of any business on social media
USE ONE OR TWO HASHTAGS: Keep your mes-
sages focused and on point by using only one or
two hashtags per communication.
DON’T: #Use #Too #Many #Hashtags: Brands
think of every possible combination of key (and
buzz) words that users may type into a search
engine, and attach all of them to their messages. In
addition to being confusing, this also has a clear,
negative effect on engagement.
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38. THANK YOU!