Social Media Channel User generated content Social media marketing Social media planning framework Viral video

1. INTRODUCTION TO SOCIAL MEDIA MARKETING

2. SOCIAL MEDIA

3. Examples of social mediaINTRODUCTION
Social media “describes a variety of new sources of
online information that are created, initiated,
circulated and used by consumers intent on
educating each other about products, brands,
services, personalities, and issues”.
Social Media Marketing 2015 by Moore Corporation
Social media are also referred to as Web 2.0, consumer-
generated media, citizen media and new media.
Quirk eMarketing, 2015
 Social network (Facebook)
 Content creation/Social Streaming (Youtube)
 Social Forum (Tinhte)
 Social customer services (Firm’s community)
SOCIAL MEDIA MAJOR CHANELS
Social Media
Blackshow & Nazzaro, 2004
o Social networking sites (MySpace, Facebook, Faceparty)
o Creativity works sharing sites:
o Video sharing sites (YouTube)
o Photo sharing sites (Flickr)
o Music sharing sites (Jamendo.com)
o Content sharing combined with assistance (Piczo.com)
o General intellectual property sharing sites (Creative Commons)
o User-sponsored blogs (The Unofficial Apple Weblog, Cnet.com)
o Company-sponsored websites/blogs (Apple.com, P&G’s Vocalpoint)
o Company-sponsored cause/help sites (Dove’s Campaign for Real Beauty,
click2quit.com)
o Invitation-only social networks (ASmallWorld.net)
o Business networking sites (LinkedIn)
o Collaborative websites (Wikipedia) Virtual worlds (Second Life)
o Commerce communities (eBay, Amazon.com, Craig’s List, iStockphoto,
Threadless.com)
o Podcasts (‘‘For Immediate Release: The Hobson and Holtz Report’’) News
delivery sites (Current TV)
o Educational materials sharing (MIT OpenCourseWare, MERLOT)
o Open Source Software communities (Mozilla’s spreadfirefox.com,
Linux.org)
o Social bookmarking sites allowing users to recommend online news
stories, music, videos, etc. (Digg, del.icio.us, Newsvine, Mixx it, Reddit)
Blackshow & Nazzaro, 2004

4. Social networking sites such as Facebook, MySpace and
LinkedIn allow users to create personal profiles and then
interact with their connections by sharing media, sending
messages and blogging.
YouTube may be the first content-creation (sharing) site that
comes to mind, but users share images, audio and other
media, too. Content creations site include image, audio,
video and blog/microblog..
Key trends & number 2015
o 1:4 (28%) minutes spent on the internet is on a social
network (and content creation).
o people now have accounts on 5.39 social networks and
are actively using 2.75 of them.
o Facebook still has the most members (82%) and active
users (42%)
o Facebook is the “coolest” platform for Internet users.
Youtube is the “coolest” platform for teens, Instagram is
the second.
> 1.5 BILLION SOCIAL NETWORK USERS GLOBALLY 2015 Monthly active users
Simply Measured, Aug 2015.
GROWTH IN ACTIVE USERS DURING LAST YEAR
Global Web Index, Q1, 2015
Social Network & Content Creation
Social Media Marketing 2015 by Moore Corporation

5. VIETNAMESE ON FACEBOOK 2015
Vietnamese Facebook users spend more time on the network
than any other website every month. They spend about 2.5
hours on the platform every day. This is equivalent to twice
the amount of time they spend on TV and at least one hour
more than activities on other media.
Number of Facebook User by time
Moore Corp, Mar 2015.
Facebook in Viet Nam
TNS, Fer 2015.

6. PROMOTION ROLES OF SOCIAL MEDIA
Social media has two interrelated promotional roles in the
marketplace.
o enables companies to talk to their customers
o enables customers to talk to one another (new
communication)
Social media also enables customers to talk to companies,
however, this role is market research-related rather than
promotion-related.
“Conventional marketing wisdom has long held
that a dissatisfied customer tells 10 people. But that
is out of date. In the new age of social media, he or
she has the tools to tell 10 million consumers
virtually overnight”.
Gillin, The new Influencers, 2007
Social Media’s hybrid role in Promotion mix
But that is out of day!
Example: Starbucks Employee
Social Media Marketing 2015 by Moore Corporation
THINKING ABOUT COMMUNICATION PROCESS
Traditional: the content, frequency, timing, and medium of
communication are dictated by firm (and paid agents, such as
ads agency).
New: information about products and services also originates
in the marketplaces. This information is based on the
experience of individual consumers.

7. New Communication Model
Blackshow & Nazzaro, 2004
Social Media Marketing 2015 by Moore Corporation

8. DEFINITION
Occurs when a product’s customers create and disseminate online
ideas about product – text, video, photo, or music.
3 key characteristics:
o Contribution by users of product
o Creative in nature
o Posted online/accessible
Trust in advertising – Global consumers
Nielsen, 2013
o 84% of customers trust recommendations from people they
know
o 68% trust consumer opinions posted online
o 62% trust ads on TV
o 48% trust ads on Social networks
o 42% trust online banner ads
o 37% trust text ads on mobile phones
USER GENERATED CONTENT
Social Media Marketing 2015 by Moore Corporation
What motivates consumers to write a product review?
Benefits of UGC
o Low cost promotion – Product sale – Keep content fresh

9. SOCIAL MEDIA MARKETING

10. Marketing Strategy
Production Orientation
(Product-centric)
Marketing Orientation
(Customer-centric)
Experience Orientation
Persuade customer to want what
firm has
Persuade firm offer what the
customer wants
Manage customer’s entire
experience with firm
Generic Product
Differentiated
Product/service
Experiential value
Lowest cost
Customer knowledge
Quality & Service
Customer as co-creator of
value
Competitive Advantage
Market Offers
Market share
Customer share
Customer loyalty
Buzz, W-o-m, Referrals
Profitability Drivers
Social Media Marketing 2015 by Moore Corporation

11. Introduction
Social Media Marketing (SMM) is the way of promoting a website,
brand or business by interacting with or attracting the interest of
current or prospective customers through the channels of social
media.
SMM is primarily internet-based but has similarities with non-
internet-based, marketing methods like word of mouth marketing.
Social Media Marketing 2015 by Moore Corporation
Social Media Marketing
Online Social Communication
The basic function of marketing promotion has
changed. It is no longer enough to simply grab
attention, you need to be able to hold attention
and that’s where social strategy comes in.
Greg Satell, Fobes.comSaravanakumar, Life Science Journal
Some of the ways social media marketing can improve your
business: brand recognition, brand loyalty, reach/conversion,
inbound traffic, cost efficiencies, SEO, customer exp., and
customer insight.
A Mistake
Most managers still consider social media
applications as “just another” traditional marketing
communications vehicle. That is a mistake. The
social media environment is largely consumer- —
not marketer- — controlled.
Donna L.Hoffman, MIT Sloan Management Review
Kotler and Amstrong, Principles of Marketing
Marketers can engage in online communities in
two ways: They can participate in existing Web
communities or they can set up their own.
Jayson Demers, Forbes.com

12. Social Media
Marketing
Social Media Marketing
o Increase Revenue
o Cost efficiencies
o Innovation
Attract and retain target
customers…:
o Lead/Sales
o Customer Investment
Business Goals Social media Goals
o Personal channels
o UGC
o Buzz
o Non-personal channels
o SM channels
o Advertising
o Public relations
o Direct marketing
o Sales promotion
o Personal selling
Communication channels Tools (Promotion mix)
Moore Corp, Aug 2015.
Social Media Marketing 2015 by Moore Corporation

13. STAGE OF SOCIAL MEDIA MARKETING 2015
Social media is integrated closely with many other marketing
activities, and its share of attention, budget, and staffing needs
is only continuing to grow.
71% of social marketers said that brand awareness
is their number one goal.
Simply Measured, Aug 2015.
Adoption
YouTube is used by 100% of the top brands in the world, with
Twitter and Facebook close behind.
Simply Measured, Aug 2015.
Challenge
60% of social media marketers say showing ROI is their greatest
challenge.
Simply Measured, Aug 2015.
The stage of the Social Media Organization
Simply Measured, Aug 2015.
Stage of Social Media Marketing 2015
Top 3 goals of social marketers
Social Media Marketing 2015 by Moore Corporation

14. Social Media Marketing Activities
Listening and manage reputation
(Amazon Kindle)
Community management
(Nike+, Toyota Forum)
Support and customer service
(BT, Dell, Amazon, HSBC)
Search engine optimization
Advertising and Buzz marketing
(Warby Parker Home Try-on)
Sales and lead generation
Insights and research
Communication and outreach
(Coca-cola, Metro)
Affiliates marketing
Social Media Marketing 2015 by Moore Corporation
Relationship marketing

15. Communication & Outreach
Social Media Marketing 2015 by Moore Corporation

16. Advertising & Buzz
Social Media Marketing 2015 by Moore Corporation

17. How KFC India Boosted its Social Media Presence
Social Media Marketing 2015 by Moore Corporation

18. PLANNING FRAMEWORK

19. BUSINESS Goals
Define exactly what you want to do
o Increase sale
o Cost efficiencies
o Product development
o Market research
MARKETING Goals
o Reach
o Conversation
o Retention
o Trust
SOCIAL MEDIA Goals
o Awareness
o Engagement
o Lead/sale
o W-o-M
SOCIAL MEDIA TACTICS
o Social listening &
feedback
o Build an Online
community
o Viral contents/contest
o Sponsored posts & ads
Example
Increase sale
Increase Reach
Increase Advertising
Sponsored post (Viral cont.)
WHY?
WHY?
WHY?
Social Media Marketing 2015 by Moore Corporation

20. SOCIAL MEDIA ANALYTICS - PLANNING
Social analytics is a critical step in the social marketing process,
allowing marketers to plan and measure the actions they take to
execute on their social strategy.
Social Media Marketing 2015 by Moore Corporation
Listen and Analysis
Audience Analysis = Behavior + Demographic
Audience analysis is the process of profiling, segmenting, and
grouping people by demographics, interests, and behaviors.
Conversation analysis = Volume + Sentiment + Relevance +Influence
Conversation analysis is the process of identifying and
understanding conversations surrounding your brand, specific
topics, or any selected area of interest.
Competitive Analysis = Industry Competitors + Main Competitors
Competitive analysis is the process of looking at specific
companies within a chosen industry or segment, focusing on
competitor activity, benchmarks, and tactics to gain critical
strategic insight.

21. SOCIAL MEDIA LISTENING
A good first step to understanding the landscape is to listen.
Social Media Marketing 2015 by Moore Corporation
Listen and Analysis
ANALYSIS OUTCOME: SHOULD INCLUDE
Online monitoring services such as BuzzMetric (buzzmetric.vn) or
Younet (www.younet.vn) can help you with the listening part of
your planning, but in the early stages you may want to start with
free tools such as Google Alerts (www.google.com/alerts).
Benefits of Social Media Listening
o Market understand
o Brand mention
o Influencer identification
o Partner development
o Content and campaign ideas
o Product and service development
Dave Chaffey & PR Smith, 2013
Quirk eMarketing, 2015
Facebook Analysis services such as Datasection
(Datasection.com.vn) or FanpageKarma (Fanpagekarma.com) can
help you understand facebook fanpages and fans.
o A list of the social channels and platforms your brand
should be in.
o Non-official groups or communities that already exist,
which may have been created by fans.
o An overview of the existing conversation (volume,
frequency and sentiment)
o An overview of what your competitors are doing in
this space.
o A list of potential brand evangelists and influencers in
your industry.

22. Listen and Analysis
Datasection , Report sample 2015
Social Media Marketing 2015 by Moore Corporation

23. Listen and Analysis
Share of Voice
Sentiment
Sources by mentions
Positive and Negative Feedback
Younet , Report sample 2015
Social Media Marketing 2015 by Moore Corporation

24. Listen and Analysis
BuzzMetric , Report sample 2015
Social Media Marketing 2015 by Moore Corporation

25. Keep in mind
Your Goals are the desired outcome of your social media strategy.
These should be based within the context of your marketing and
business challenges.
Firstly, you need to address how you will use social media for your
organization. You then need to set Goals for each of those.
To make them tangible and measurable, establish key
performance indicators (KPIs) for your Goals, with benchmarks
and targets where appropriate.
Social Media Marketing 2015 by Moore Corporation
Set Social Media Goals and KPI
Major Social Media Marketing Goals
o Awareness
o Engagement
o Lead/sale
o W-o-M
Your social media goals and resulting strategies must align with
your platforms. Some fan bases are primarily on Twitter, others on
Facebook, Pinterest or Instagram. Find where your audience
spends their time so you can position your plan to be successful.
o Who are they?
o What social media platform(s) do they prefer?
o How much time do they spend on social media?
o What mind set are they in when they are
spending time on those social platforms?
No matter what your company sells, you have to start by examining your
target market.
Melissa Leiter, 2014
Social media major Goals: awareness, engagement, and word-of-
mouth.
WHY IS IT IMPORTANT TO DETERMINE THE RIGHT PLATFORMS

26. Metrics by KEY Goals

27. INTRODUCTION
Once you have a clear idea of what you want, you can begin
compiling an action plan to get there.
Quirk eMarketing, 2015
You will need to:
Quirk eMarketing, 2015
Create an action plan
THE SOCIAL MEDIA CHECKLIST
o Decide on the roles and responsibilities of the
project team and other stakeholders.
o Determine what social media tools you will make
use of.
o Commit to a frequency and volume of activity, as
well as how quickly you will respond.
o Develop a conversation plan.
o Create tone of voice guidelines, frequently asked
questions, community guidelines and content
plans.
Social Media Marketing 2015 by Moore Corporation

28. COMMUNITY GUIDELINE
Quirk eMarketing, 2015
Create an action plan
THE SOCIAL MEDIA RESPONSE CHECKLIST
Quirk eMarketing, 2015
Social Media Marketing 2015 by Moore Corporation

29. SOCIAL MEDIA MEASUREMENT
Social media measurement involves understanding the
relationship between our brand activities, audience engagement
and business results.
Social Media Marketing 2015 by Moore Corporation
Social Media Measurement
Brand Activities
Including campaign execution, posting volume and frequency,
content type/attributes, network distribution, and audience
targeting.
Audience Engagement
The analysis of how your brand activities and earned media are
received, interacted with, and amplified by your audience.
Business Results
Brand loyalty and customer lifetime value, and business outcomes
like revenue and sales.

30. Business Results

31. Returns from social media investments will not always be
measured in dollars, but also in customer behaviors
(consumer investments) tied to particular social media
applications.
The narrow focus ignores more qualitative Goals — such as
the value of a tweet about a brand — that flow from the
unique capabilities of the Internet and have no obvious
analogues with traditional media metrics.
Strategic options for social media measurement
TURNING YOUR THINKING UPSIDE DOWN
Follow Your Goals
Simply Measured, Aug 2015.
Donna L.Hoffman, MIT Sloan Management Review
Measure Social Media ROI
o Lead generation/Sales
o Customer Investment
Donna L.Hoffman, MIT Sloan Management Review
Moorman, Forbes.com
ROI (%) = (Net profit / Marketing Costs) × 100.
By 2013, only 9% of marketers were using this ROI
metrics, down from 17% by 2010.
The Death of social ROI
Social Media Marketing 2015 by Moore Corporation

32. Lipton – Refresh a Snap
Social Media Marketing 2015 by Moore Corporation

33. VIRAL VIDEO CASE STUDY

34. Metro – Dumb ways to die
Social Media Marketing 2015 by Moore Corporation

35. Evian – Baby and Me
Social Media Marketing 2015 by Moore Corporation

36. Dove – Real Beauty
Social Media Marketing 2015 by Moore Corporation

37. P&G – Thank You Mom
Social Media Marketing 2015 by Moore Corporation