Introduction to Social Media Business

Daw Ei Thandar Kyu

• MBA (Stamford International University)
• Graduate diploma in Business Management(ABE, UK)
• Graduate diploma in Travel, Tourism and Hospitality Management
(ABE, UK)
• BA(English)
What is Marketing?
Production and marketing together create utility
• Utility - The want-satisfying power of a good or service
• All organizations must create utility to survive
• Foundation for the creation of utility— designing, marketing want-
satisfying goods, services, and ideas
• Activities marketers perform to create customers:
• Identifying needs in the market place
What is Marketing?
A Definition of Marketing - An organizational function and a set of
processes for:
• Creating, communicating, and delivering value to customers
• Managing customer relationships in ways that benefit the
organisation and its stakeholders
• Finding out which needs the organization can profitably serve
• Developing goods and services to convert potential buyers into
customers
Types of Utility
Five Eras in the History of Marketing

• Essence of marketing includes managing customer relationships and

the exchange process
• Exchange process - Activity in which two or more parties give
something of value to each other to satisfy perceived need
Five Eras in the History of Marketing
The Production Era

• Period before 1925

• Production orientation - Stressing efficiency in producing a quality
product, with the attitude toward marketing that “a good product will
sell itself”
• Business success was defined solely in terms of production successes
• Characterized by production shortages and intense consumer
demand
The Sales Era

• Sales orientation - Customers will resist purchasing nonessential

items
• Only personal selling and creative advertising would persuade them to buy
• With the sophistication of production techniques, output grew from
the 1920s into the early 1950s
• Manufacturers began to increase their emphasis on effective sales forces
(representative)
The Marketing Era

• Emergence of the marketing concept

• Shift from a seller’s market to a buyer’s market
• A strong buyer’s market created the need for consumer orientation
• Marketing concept - A companywide consumer orientation to achieve long-
run success
• A strong market orientation improves market success and overall
performance
The Relationship Era

• Emerged during the 1990s and continues to grow in importance

• Relationship marketing - Developing long-term, value-added
relationships over time with customers and suppliers
• Strategic alliances and partnerships benefit everyone
• Repeat purchase (up selling and cross selling)
The Social Era

• Characterized by the accessibility to the Internet and the creation of

social media sites
• Routine use of the Web and social networking sites by companies to
connect to consumers
Using Social Marketing to Build Relationships

• Mobile marketing - Marketing messages transmitted via wireless

technology
• Interactive marketing - Buyer–seller communications in which the
customer controls the amount and type of information received from
a marketer
Using Social Marketing to Build Relationships

• Social marketing - The use of online social media as a

communications channel for marketing messages
• Electronic conversations can establish innovative relationships between users
and the business
• By converting indifferent customers into loyal ones, companies
generate repeat sales
Using Social Marketing to Build Relationships

• Some of the best loyal customers are those who are also willing to
spread the word
• Buzz marketing is the word of mouth messages that bridge the gap
between a company and its products
Why Should Marketers Turn to Social Media?

Social media has quickly grown to be an important tool for marketers

to:
• Build relationships with customers
• Strengthen brands
• Launch new products
• Enter new markets
• Boost sales
What is social media marketing?

• Social media marketing (SMM) is a form of internet marketing that

uses social media apps as a marketing tool.
• These social media platforms enable brands to connect with their
audience to:
obuild a brand;
oincrease sales;
odrive traffic to a website; and
obuild a community of followers to share and engage with content.
5 pillars of social media marketing

• Social media helps spread those

messages to the right people at the
right time, through both free and
paid means.
• Social media also enables brands to
learn more about their audience's
personal, geographic and
demographic information.
• This enables organizations to
customize their messaging and
content for the best engagement.
5 pillars of social media marketing
1. Social strategy
With any marketing campaign or activity, an appropriate strategy should be laid out
in advance. Organizations need to determine the goals of the program, the
channels that will be used and what types of content will be shared.
• Determine goals. Some goals that businesses can use to measure success include
increasing brand awareness, driving website traffic and leads, and increasing
revenue.
• Select social media platforms. There are many social platforms available, but it
doesn't make sense for businesses to use them all. Organizations need to know
their audience and choose the platform(s) that best fit their demographic.
• Content mix. Each social platform has a unique flavor for distributing content --
including video, imagery, links and direct messaging. So brands need to identify
which content their marketing persona is most likely to engage with.
5 pillars of social media marketing

2. Planning and publishing

• After establishing a strategy, it is time to begin publishing. This can be
as simple as posting a new blog post, sharing information about an
upcoming event or posting a new product video. But being consistent
is the key to an effective SMM program. To build an audience,
organizations should post frequently to their page. Posting relevant
content consistently will keep the audience coming back for more.
5 pillars of social media marketing
3. Listening and engagement
• Businesses that create activity on social platforms can see growth in
interaction and conversations about the brand and products. Users will
comment on and share posts, tag the company in their own posts, and
even begin communicating through the instant messaging functionalities.
These types of interactions are ideal because there are notifications in
place to alert social media managers. This enables them to practice good
customer service, which in turns boosts the customer experience.
• People on social media may also discuss a brand, product or service
without tagging or speaking directly to a company. There are several social
media listening tools available to stay plugged into the conversation, such
as Brandwatch, NetBase Quid and Sprinklr. Free tools such as Google Alerts
can also notify marketers.
5 pillars of social media marketing
4. Analytics and reporting
• As more content is published and the audience expands, it is a good
idea to continuously measure performance. Questions to ask include
the following:
• Which posts are getting the most engagement?
• Where are a brand's followers from?
• The success of any marketing program is dependent on its data and
analytics outputs. A marketing team can use this information to make
more informed decisions on future campaigns and take advantage of
what works.
5 pillars of social media marketing

5. Advertising
• Much of social media marketing is free -- with the exception of
resource time and specialized tools. Building an audience and
publishing content on free social media sites is a great way to achieve
marketing goals, but as the program grows, so does the budget.
• Paid marketing features can be very valuable to organizations. They
can target their advertisements at audiences based on many factors,
including demographic information, retargeting and behaviors.
Types of Jobs in Social Media
• Social media marketing manager or digital marketing manager
• Social media strategist
• Brand manager
• Online community manager
• Influencer relations
• Social media specialist
• Social media analytics
• Social media developer
• Content programmer
• Blogger or copywriter
Creating a Social Media Marketing Plan

• A well-written plan contains clear, concise prose that covers the

salient points and answers anticipated questions
• Most SMM plans contain:
• An executive summary
• A brief overview
• Analysis of the competition
• The body of the plan
Goals and Strategies of a Social Media Marketing Plan

• SMM actively solicits the audience’s participation in the message

• Successful SMM efforts require the audience’s trust
• Phases of developing an SMM campaign
• Set goals
• Target the audience
• Develop strategies
Goals and Strategies of a Social Media Marketing Plan

• Produce content
• Implement the plan
• Monitor
• Measure
• Social media is helpful for connecting with influencers
• Influencers – Individuals with the capability of affecting the opinions or
actions of others
Figure 4.3 - Cycle of Social Media Marketing
Setting Goals

• Goals should be flexible

• Conditions in the marketing environment may change, and marketers should
be able to adapt their goals without scrapping an entire plan
Targeting the Audience

• Marketers narrow this target further by determining which social

media will be best suited to certain types of consumers
• In order to pinpoint the audience for social media marketing, firms
gather information on :
• Demographics
• What the group or organization needs or wants
Developing Strategies and Choosing Tactics

• Every strategy in an effective social media marketing campaign traces

back to the campaign’s goals—and ultimately links to a firm’s overall
strategic goals
• Marketers decide:
• Which social media platforms to use, and how to combine them to reach and
engage with the audience
Creating Content

• SMM content is a two-way street

• In order for SMM to succeed, the content of its messages must
engage the target audience in the conversation
• Content marketing – Creating and distributing relevant and targeted
material to attract and engage an audience, with the goal of driving
them to a desired action
Creating Content

• Content for an effective SMM campaign has:

• A strong brand focus
• A focus on the audience rather than the organization
• Targeted keywords
• Relevant information
• Share worthy text and images
• Invitations to generate content via posts, shares, discussions, reviews, or other
forms of dialogue with the organization as well as with fellow customers
• Promotions that offer discounts, gifts, or other special deals in exchange for
participation
Implementing the plan
• SMM plan requires a timeline for implementation
• Marketers may decide to create separate schedules for the rollout
onto each social media platform
• SMM plan builds in a specified time period for engaging with the
public, and offering special promotions
Monitoring, Measuring, and Managing the SMM Campaign
• Firms calculate the return on investment of their social media
marketing initiatives, using:
• Reach – The percentage of people in a target market who are exposed to the
marketing effort at least once
• Frequency – The number of times an individual is exposed to the marketing
material during the campaign
Monitoring, Measuring, and Managing the SMM Campaign
• Expenses are weighed against savings
• Effective monitoring gives marketers a clearer picture of an
organization’s influence via social media
• Measuring the success of a social media marketing plan includes
such factors as:
• Share of voice
• Awareness of the company or brand
• Level of engagement by the targeted audience
• Influence created
• Popularity among target audience members
Understanding the Ethics

• Business ethics are a foundation upon which companies build their

reputation. A company’s ethics establish trust between customer and
company. If you are transparent about your ethical practices,
customers will notice. It’s that simple.
• Ethics, in general, pertain to moral principles and a shared concept of
what is “right” and what is “wrong.” Social media marketing ethics, as
a result, are not a rigid set of musts that businesses have to follow.
Instead, they’re an unwritten code of conduct.
4 Tips for Ethical Social Media Marketing
1. Be Honest - Don’t lie in your social media marketing. This is as simple as telling the truth about
your product or service. Honesty extends to your brand personality and the way you
communicate with customers.
2. Be Transparent -Transparency in social media marketing is a must. It’s easy to find
environmental, business, and political affiliations in the digital era. Consumers are quick to
judge companies based on their alignment with ethical and moral issues. Be transparent about
your affiliations whenever you can.
3. Don’t Exploit Emotions - Some might say that swaying emotions to motivate action is the
underlying art of marketing. Those people wouldn’t be wrong. That said, there’s a line between
appealing to emotional factors and exploiting emotions for your own gain. Think back to
the Pepsi/Kendall Jenner ad from 2017. Obvious attempts to take advantage of emotions may
get called out and exploited for all the wrong reasons.
4. Don’t Compromise Data-Compromised data and online data security is a touchy subject. On
one hand, companies have been buying user data for decades to fine tune marketing
campaigns and better reach their audiences. On the other hand, from a consumer perspective,
it doesn’t seem fair to have your data sold to companies without your knowledge.
Understanding the Ethics

• Business ethics are a foundation upon which companies build their

reputation. A company’s ethics establish trust between customer and
company. If you are transparent about your ethical practices,
customers will notice. It’s that simple.
• Ethics, in general, pertain to moral principles and a shared concept of
what is “right” and what is “wrong.” Social media marketing ethics, as
a result, are not a rigid set of musts that businesses have to follow.
Instead, they’re an unwritten code of conduct.