CREATING EFFECTIVE SOCIAL MEDIA CAMPAIGNS
CREATING EFFECTIVE SOCIAL MEDIA CAMPAIGNS
Introduction
This guide will explain the usage of social media as a marketing strategy.
Content Overview
Part 1: DEFINE YOUR GOALS & OBJECTIVES
Part 2: CHOOSE YOUR NETWORK
i.
General Tips
ii. Advantages
iii. Disadvantages
Part 3: BE PROMINENT
Part 4: CREATE YOUR CONTENT
i.
Define Your Brand Identity
ii. Quality: Text
iii. Quality: Image
iv. Quality: Timing
v. Quality: Frequency
vi. Interact with your Audience
vii. Be Relevant
viii. Create Hype
ix. Coordinate your Channels
x. Basic Content Ideas
Part 5: EVALUATE i. ii. iii. iv.
Track your Success Prioritize your Platforms Timing and Frequency Improve your Content
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GETTING STARTED
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Social media is a powerful marketing tool that provides the opportunity to show your brand personality and build a lasting relationship between your brand and your customers. Social media is a great sales generator that allows you to create value, engage your audience and expand your reach through sharing text, images and videos. If done right, social media marketing can contribute significantly to your success.
Ways social media marketing can improve your business:
Increase brand recognition Improve brand loyalty Increase sales/conversion rates Increase traffic to your website Provide opportunity to improve customer service Reduce marketing costs
Before we get started, here are some basic pointers:
When in doubt, keep it simple Be transparent and honest Don't be afraid to go out of the box Have patience! Social media marketing success doesn't come overnight. It's likely you need to commit in the
long run to achieve results
PART 1: DEFINE YOUR GOALS & OBJECTIVES
Before starting on building your social media presence, it is crucial to set an end goal. Set clear and specific objectives for your social media marketing efforts and decide on your long term goal for your company.
Objectives:
Increase brand recognition in social media channels Develop a positive online following Increase interaction with your audience Establish your brand image
Goals:
Increase visits to your website Drive new visitors to site Increase sales/conversion rate Increase brand awareness Boost brand image
PART 2: CHOOSE YOUR NETWORK
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i. General Tips:
If you're new to social media marketing, a good starting point is to select one or two relevant channels to invest in.
The most popular social networks for the fashion and retail industry that will be discussed here include Facebook, Instagram, Twitter, Pinterest and YouTube. Other platforms you may like to consider are Tumblr, Vine and Google+
It is important for you to choose the platform(s) that will provide your company with the biggest return for your investment. Each social media channel has distinct qualities and there are many factors to take into consideration.
When choosing your social media platforms, consider the following:
1. Time Plan how much time you have to devote to a network. To product quality content at a regular place, plan on spending at least an hour per day per network at the start.
2. Resources How much do you plan to spend on social media marketing? Who is your social media marketing team? While it may be less costly than traditional marketing, visual social networks require images which may be financially draining.
3. Your Audience Who is your target audience? Where do they socialize online? Which social media channels are your competitor brands active in?
ii. Advantages Wide, diverse audience Helps build long-term relationships
with your customers Great for sharing text, photos,
videos and links
Appeals to mobile users High engagement rate Enables storytelling
enhanced imagery
through
Appeals to the younger generation Frequent and direct communication Ideal for sharing breaking news,
updates and answering questions
iii. Disadvantages Requires large resources to provide
wide range of content May not have maximum reach to
compete with bigger brands
Limited to iOS and Android mobile user
Need for resources to produce quality images
Links in posts are non-actionable: No direct links to website
Limited to 140 characters Requires immediate responses
Large female audience (80% are female)
Images can be linked to specific landing pages
Users can `repin' content which expands reach
Large potential for visual and narrative content
Great opportunity to showcase brand personality
PART 3: BE PROMINENT
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May not appeal to male audience Need for resources to produce
quality images Lower number of users and
engagement rate
High competition and requires large resources
Need for filmmaking, writing and communication skills
High risk of criticism/backlash damaging brand image
Display your social media links clearly on your website to enable easy access and optimize traffic. Similarly, on your social media channels, provide a clear link to your boutique on Zalora Marketplace to
direct your followers to make a purchase. You can provide a link to your own website. However, it is beneficial to provide a Zalora Marketplace link
additionally, as Zalora has a unique selling point: free shipping, COD and being a one-stop fashion destination for multiple brands. Another way to garner a following is to follow your competitors and popular channels similar to your brand. Chances are, your target audience follows these channels. You can direct these followers to your channels by engaging with them through liking their posts, commenting or following them.
Feature links clearly
PART 4: CREATE YOUR CONTENT
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i. Define your Brand Identity
Your brand identity is a group of elements that shapes a distinct brand image. These elements consist of a mix of unique brand personality traits and brand values. A unique brand personality makes your brand more relatable while your brand values will help shape the foundation for success.
To find your brand personality:
Imagine your brand as a person and list out words that describes his/her personality, values and lifestyle. E.g. Outgoing, glamorous, animal lover etc.
Pick a celebrity, car or an animal that best represents your brand and list down the reasons why. E.g. Swarovski: Swan. Often associated with royalty, swans convey a sense of sophistication, elegance and class.
Determine your brand values:
Your work ethics and work culture Your goals in terms of giving to the customers and contributing to society
All content should be aligned and standardized according to your brand identity.
Personality & Relationship to your customers Speech : Language & Tone of Voice Lifestyle : Food & Leisure Visuals : Styling & Design
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