Workshop - Social Media Marketing Short Course

📚
Workshop - Social Media

Marketing Short Course
CHAPTER 1 - INTRODUCTION TO DITIGAL
MARKETING & CONSUMER BEHAVIOUR
Learning Outcomes
Define The Terms “Marketing”, “Digital Marketing” & “Consumer
Behavior”.
Explain The Philosophy Of South African Behaviors & Its Relation To

Digital Marketing.
Describe Social Media Platforms That Are Used To Conduct Sales & Brand
Awareness In The South African Context.
What Is Digital Marketing
💡 MARKETING IS A MANAGEMENT PROCESS RESPONSIBLE FOR

IDENTIFYING, ANTICIPATING & SATISFYING CUSTOMER
REQUIREMENTS PROFITABLY.
Digital Marketing Is Defined As “Achieving Marketing Objectives Through

Applying Digital Media, Data & Technology.
There Are 18 Digital Marketing Tactics & 6 Methods That Digital Marketing Can
Be Conducted By.
The 6 Methods Of Conducting Digital Marketing

1. Social Media Marketing
Workshop - Social Media Marketing Short Course 1

2. Search Engine Marketing
3. Display Advertising
4. Digital Public Relations
5. Digital Partnerships
6. Digital Messaging
The process of Digital Marketing involves a process of understanding the product &
the consumer of the product, advertising that product through digital media,
educating & informing consumers about products & services and finally achieving an
objective from that advertising.
Businesses in South Africa should be marketing on FACEBOOK & INSTAGRAM as
they are the leading platforms locally.
Consumer Behavior
💡 BRAND CREATION + BRAND STORY + BRAND PERCEPTION =

ACHIEVEMENT OF SALES/AWARENESS OBJECTIVES.
Consumer Behavior Refers To The Study Of How Customers, Both Individual &
Organizations, Satisfy Their Needs & Wants By Choosing, Purchasing, Using &
Disposing Of Goods, Ideas And Services.
South Africans & Social Media Marketing

A study by The South African Social Media Landscape reported that in 2021, more
than 25 Million consumers using social media in South Africa revealed that
established platforms such as Facebook, WhatsApp, Instagram & YouTube
experienced a surge in usage.
Facebook, Instagram & Twitter have proven to be the most popularly used social
media platforms by South Africans. Facebook Is Where Sales Are Made &
Instagram Is Where Brand Awareness Can Be Achieved.
Sales is important because consumers have interacted & actioned, resulting in

profitability for a business & brand awareness is the ability for the consumer to

recognize the business, the product & service offerings, as well as forming a
perception about the business.
CHAPTER 2 - ANALYSING BUSINESS

INDUSTRY & DEFINING TARGET
MARKETS
Learning Outcomes
Define The Term “Target Market”.
Understand The Nature Of The Business Industry.
Develop A Target Market Profile For A Specific Industry.
Target Market
💡 A TARGET MARKET IS A GROUP OF POTENTIAL CUSTOMERS THAT

YOU IDENTIFY TO SELL PRODUCTS/SERVICES TO.
In Defining A Target Market, each group can be divided into smaller segments.
Segments are typically grouped by age, location, income & lifestyle. Once you have
defined your target audience, you will find it easier to determine where & how to
market your business.
Business Industry
You want to research & understand the industry that your business belongs to. That
will assists you in finding & developing your target group profile. By understanding
your market, you can promote your product/service more effectively to the right
customer group. You will know where they are, which media channels they use, what
their buying habits are & how to tailor your marketing to motivate them to buy your
product/service.
Points That It Is Important To Understand

1. The Industry That The Business Belongs To & The Nature Of The Industry.
2. Which Social Media Platforms Do Other Businesses Belonging To The

Industry Advertise On?
3. How Can The Products & Services Offered Benefit The Consumer?
4. Which Consumers Will Benefit From The Products/Services?
Target Market Profile

Once the industry of the business is understood, it is time to create & develop a
target market profile for marketing campaigns & marketing strategies.
1. Research Your Market - Gather Statistics & Other Market Research Data To
Help You Understand Your Potential Customers And Their Needs, Helping
You To Make Better Marketing Decisions.
2. Segment Your Market - Work Out If Your Market Is Large Enough &
Accessible, Then Segment The Market Into Groups Of Buyers With Similar
Preferences & Buying Habits.
3. Define Your Target Customers
Questions That Can Be Asked To Define Target Customers
Who Are Your Customers?
Are Your Target Customers Male Or Female?
How Old Are They?
Where Do They Live?
What Is Their Marital Status?
Do They Have Children? How Old Are Their Children?
What Is Their Education Level?
What Do They Do For A Living?
What Is Their Average Income?
Customer Interests & Buying Habits?
What Motivates Them To Make A Purchase?

What Are Your Customers’ Common Interests?
How Often Do They Purchase A Product?
Do They Shop Online Or Prefer To See Their Product Before They Buy It?
How Long Does It Take Them To Make A Buying Decision?
What Form Of Media Does Your Target Rely On For Information?
How Far Do They Travel To Make A Purchase?
What Other Products Do They Buy?
CHAPTER 3 - UNDERSTANDING SOCIAL

MEDIA FROM A BUSINESS PERSPECTIVE
Learning Outcomes
Understand Social Media Business Profiles & Consumer Profiles.
Identify Relevant Social Media Platforms As Per Industry.
Understand Facebook & Instagram’s Role Within A South African Context.
Create Social Media Business Profiles On Facebook & Instagram.
Social Media Business Profiles

On social media platforms, there are Personal Profiles & Business Profiles.
Business Profiles Allow You To Effectively Target Your Consumer. The
Connect Is Business - Consumer.
Personal Profiles Are Consumer - Consumer/Consumer - Business.

The benefit of Business Profiles is the access to Stored Human Behavior Data
On Social Media Platforms Which Allows Them To Directly Target Groups Of
People For A Fee, Alongside Being Able To Communicate Freely With Personal
Profiles (Consumers).
Creating Social Media Profiles

💡 IDEALLY, YOU WANT TO LINK YOUR INSTAGRAM ACCOUNT TO
YOUR FACEBOOK ACCOUNT TO MAKE THEM CO-ORDINATED.
Facebook
Professional & Expresses Trust And Validity Of Business.
Allows Organized Business Communication To The Public.
Facebook Is The Platform Where Sales Are Made.
There Is A Larger Network Of Purchasing Power Demographic.
Instagram
Instagram Is A Great Brand Awareness Platform.
Serves As An Online Catalogue For Your Business.
There Is A Larger Network Of Youth On This Platform.
CHAPTER 4 - CREATING A SUCCESSFUL

STRATEGY FOR SOCIAL MEDIA
MAREKTING
Learning Outcomes
Understanding “Social Media Strategy”.
Create A Strategy For Social Media Campaigns.
Develop Monthly & Weekly Campaigns.
Social Media Strategy
💡 A SOCIAL MEDIA STRATEGY IS A SUMMARY OF EVERYTHING THAT

YOU PLAN TO DO & HOPE TO ACHIEVE ON SOCIAL MEDIA.

The Strategy Guides Your Actions & Lets You Know Whether You Are
Succeeding Or Failing. The More Specific Your Plan Is, The More Effective It
Will Be.
The Social Media Content Making Rule Of Thirds Suggests That 1/3 Of Your
Content Promotes Your Business, Converts Readers & Generates Profit,
Another 1/3 Shares Ideas & Stories From Thought Leaders In Your
Industry/Like Minded Businesses & The Last 1/3 Is Personal Interactions With
Your Audience.
Creating A Social Media Strategy

The 5 W’s To Creating A Social Media Strategy
1. Why Do You Want To Be On Social Media?
2. Who Is Your Target Audience?
3. What Are You Going To Share?
4. Where Are You Going To Share?
5. When Are You Going To Share?
9 Objectives That Can Be Achieved Using A Strategy

1. Increasing Brand Awareness
2. Driving Traffic To Your Website
3. Generating New Leads
4. Growing Revenue By Increasing Signups/Sales
5. Boosting Brand Engagement
6. Providing Social Customer Service
7. Increasing Mentions In The Press
8. Listening To Conversations About Your Brand
Developing Monthly & Weekly Campaigns

Using your social media strategy, you can create a schedule of daily, weekly &
monthly campaigns. To develop campaigns, one must be able to follow a
weekly/monthly theme. The theme can include seasonal ideas, public holidays,
novelty inventions, religious days etc. Using a theme, you can create a planner &
content that aligns with it.
1. Devise A Plan - Is The Goal To Increase Business Profitability Through

Brand Awareness/Sales?
2. Device A Plan - Create A Monthly/Weekly Theme.
3. Natural Engagement/Organic Engagement - Monthly Specials?

Competition? Influencer Use? Paid Campaign?
4. Create Content With High Engagement - Use Images, Text, Hashtags Etc.
Weekly Plan
1. Plan The Specific Day Of The Week/Month For Posting
2. Plan Specific Times & Days
3. Brainstorm Exciting Engaging Ideas
4. Try To Post 2 - 4 Times Per Week
CHAPTER 5 - CREATING CONTENT FOR

SOCIAL MEDIA MARKETING
Learning Outcomes
Define “Content” In Terms Of Social Media.
Understand The Software Application “Canva”.
Design Infographics.
Conduct An Informal/Formal Photoshoot.
Understand The Role Of Hashtags & Copywriting.
Develop Hashtags & Written Copy For Social Media Posts.

Content For Social Media Platforms
Content for social media platforms involves a process of creating an image
accompanied by text that explains what that image is about & making it searchable
on the internet.
The success on social media entirely depends on the success of the posted content.
It is important to produce effective, high performing content that adds value to the
customer experience, taking the strategy & realizing it through content.
12 Types Of Content That Can Be Created

1. Written Posts, Blogs, Articles, Guides
2. Electronic Books (eBooks)
3. Links To External Content
4. Images
5. Videos
6. Video Stories
7. Live Videos
8. Infographics
9. Testimonials & Reviews
10. Announcements
11. Contests
12. Holidays
Things To Note When Creating Content

Keep Content Professional, Clear, Algorithm & Campaign Friendly.
Use Advanced Apps Such As GIMP Which Are Professional, Free & Similar
To Photoshop.
Use Basic Apps Such As Canva, Stencil Or Snappa.
Images Must Be 70% Image & 30% Text/No Text And Just Logo.

You May Contact A Graphic Designer Or Make Content Yourself With Web
Tools.
Use Your Smartphone Or An Entry Level Camera To Take Professional

Looking Images.
Text Must Be Short But Impacting With Necessary Information.
Hashtags Must Be Relevant To The Post Image & Text.
Infographics
Infographics Are A Type Of Image That Is Created With Text Information That Is
Typically Aimed At Directly Explaining Or Communicating With Your Audience.
These Types Of Images Are Important When There Are Important Aspects Of
The Business That Need To Be Communicated, Aimed At Educating Your
Audience.
Copywrite & Hashtags

To make your post searchable on social media platforms/on search engines,
Hashtags Are Key Words That Are Used & Followed With A “#”.
It is important to include a few Hashtags with every post, so that your content is
categorized & is made searchable for interested users online.

CHAPTER 6 - SCHEDULING &
CAMPAIGNING ON SOCIAL MEDIA
Learning Outcomes
Define “Scheduled Posting”.
Conduct Scheduling Using Facebook Tools.
Run Curated Campaigns On Facebook & Instagram.
Post In “Live Time” On Facebook & Instagram.
Paid Campaigns On Facebook & Instagram
Scheduling Posts On Social Media

Scheduling posts beforehand is an important aspect of social media marketing
because it allows you to schedule posts ahead of time, on an exact day, at exact
times that your audience is the most active.

Curated Ads On Facebook & Instagram
It is important to create content that is organized & flows well as a catalogue for your
business. Essentially, a social media platform is a catalogue for the business.
Curation (organization) is important because it validates your business ethos & what
you are doing. Using 3rd party content to support your business profile validates
your business. Through validation & affiliation, you also establish your brand as an
authority on a subject, which allows for engaging audiences. Curation also allows for
you to grow your audience online.
Posting “Live” On Facebook & Instagram

To create content that is favored by the algorithms on social media platforms is
essential. In 2021, “Lives” on Facebook & Instagram were one such component that
was favored by the algorithms.

Paid Campaigns
During times when you have a hard to beat offer for your consumers, an important
announcement, an exciting campaign or if that algorithms haven’t organically favored
your content, you can access a larger group of people through Paid Campaigns.
Paid Campaigns Help You Build Your Page Following & Achieve Your
Objectives Faster. All that is required for these is a valid debit/credit card.

CHAPTER 7 - UNDERSTANDING SOCIAL
MEDIA DATA & REPORTING
Learning Outcomes

Extract Data From Facebook & Instagram Insights.
Interpret Data Relative To The Business.
Conclude On Data Extracted.
Report & Develop Business Strategies Based On Relevant Data With

Regards To Product, Service & Human Behavior.
Facebook Insights & Instagram Analytics

Facebook Insights & Instagram Analytics Are An Essential Part To Social
Media Marketing Because They Allow Us To Track Performance On The
Strategy Devised & The Content That Was Posted. It Is A Way Of Telling
Whether The Strategy & Content Were Successful Or Not.
Compiling Data Reports

In Facebook/Instagram, you will find a tab called “Insights” which stores all the data
that is collected relative to your business account.
Important Data To Collect From Facebook Insights
Overview Page Insights
Followers
Ads
Actions On Page
Posts
Important Data To Collect From Instagram Insights
Main Overview Tab
Reach Tab
Top Posts
Discovery
Interactions
Audience

Interpreting Relevant Data

Use Data To Develop Social Media Strategies
Crucial Marketing Business Decisions That Can Be Made Using
The Data That Is Collected From Facebook & Instagram
Was The Marketing Strategy For The Month Successful?
Did You Target The Correct Groups Of People?
Were They Targeted At The Right Times?
Which Posts Did They Interact With Most?

Which Products/Services Do They Enjoy Most?
Were The Paid Campaigns Successful?
Were Sales Made?
What Call To Action Was Most Consistent?
Were Objectives Achieved?
What Content Did Your Target Group Like & Dislike The Most?
This data helps you to Improve Your Marketing Strategy, Content & Assist you in
Making Business Decisions About Product & Service Offerings. It also gives
Insight Into What Opportunities Are Available & Which Target Group To
Capitalize On.

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📚

Workshop - Social Media

Explain The Philosophy Of South African Behaviors & Its Relation To

What Is Digital Marketing

💡 MARKETING IS A MANAGEMENT PROCESS RESPONSIBLE FOR

Digital Marketing Is Defined As “Achieving Marketing Objectives Through

The 6 Methods Of Conducting Digital Marketing

Workshop - Social Media Marketing Short Course 1

4. Digital Public Relations

💡 BRAND CREATION + BRAND STORY + BRAND PERCEPTION =

South Africans & Social Media Marketing

Sales is important because consumers have interacted & actioned, resulting in

Workshop - Social Media Marketing Short Course 2

CHAPTER 2 - ANALYSING BUSINESS

Understand The Nature Of The Business Industry.

Develop A Target Market Profile For A Specific Industry.

💡 A TARGET MARKET IS A GROUP OF POTENTIAL CUSTOMERS THAT

Points That It Is Important To Understand

Workshop - Social Media Marketing Short Course 3

2. Which Social Media Platforms Do Other Businesses Belonging To The

4. Which Consumers Will Benefit From The Products/Services?

Target Market Profile

3. Define Your Target Customers

Questions That Can Be Asked To Define Target Customers

Who Are Your Customers?

Are Your Target Customers Male Or Female?

How Old Are They?

Where Do They Live?

What Is Their Marital Status?

Do They Have Children? How Old Are Their Children?

What Is Their Education Level?

What Do They Do For A Living?

What Is Their Average Income?

Customer Interests & Buying Habits?

What Motivates Them To Make A Purchase?

Workshop - Social Media Marketing Short Course 4

How Often Do They Purchase A Product?

How Long Does It Take Them To Make A Buying Decision?

What Form Of Media Does Your Target Rely On For Information?

How Far Do They Travel To Make A Purchase?

What Other Products Do They Buy?

CHAPTER 3 - UNDERSTANDING SOCIAL

Identify Relevant Social Media Platforms As Per Industry.

Understand Facebook & Instagram’s Role Within A South African Context.

Create Social Media Business Profiles On Facebook & Instagram.

Social Media Business Profiles

Personal Profiles Are Consumer - Consumer/Consumer - Business.

Creating Social Media Profiles

Workshop - Social Media Marketing Short Course 5

Professional & Expresses Trust And Validity Of Business.

Allows Organized Business Communication To The Public.

Facebook Is The Platform Where Sales Are Made.

There Is A Larger Network Of Purchasing Power Demographic.

Instagram Is A Great Brand Awareness Platform.

Serves As An Online Catalogue For Your Business.

There Is A Larger Network Of Youth On This Platform.

CHAPTER 4 - CREATING A SUCCESSFUL

Create A Strategy For Social Media Campaigns.

Develop Monthly & Weekly Campaigns.

Social Media Strategy

💡 A SOCIAL MEDIA STRATEGY IS A SUMMARY OF EVERYTHING THAT

Workshop - Social Media Marketing Short Course 6

Creating A Social Media Strategy

1. Why Do You Want To Be On Social Media?