how to fail and succeed in social media marketing
TRANSCRIPT
Hello.
I studied Graphic Design
Had 10 years work exp. in Marketing > Brand Management > Digital Marketing
Founder of:
Rade Tampubolon
SociaBuzz is an
Influencer Marketing Platform & Network
We help Advertisers
promote their products/services
through thousands of social media Influencers.
*Influencers: individuals/social media accounts with huge influence and audience
Advertisers
Audience / Target Market
Influencers
Advertisers can simply go to SociaBuzz to work with many Influencers for their
marketing campaigns.
*Influencers: individuals/social media accounts with huge influence and audience
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HOW TO FAIL IN
SOCIAL MEDIA MARKETING?
By: Rade Tampubolon, Founder of SociaBuzz.com
Advertising mindset.
Traditional media mindset.
Not a social media user.
Selfish.
Impatient.
Thinking that social media is free.
Not having enough resources.
Chasing numbers of fans/followers.
Not listening.
Not reading data.
Not delivering relevant values.
The big boss doesn’t believe in it.
HOW TO SUCCEED IN
SOCIAL MEDIA MARKETING?
Basic stuff first.
What is communication?
Lasswell’s Communication Model
Lasswell’s Communication Model
WHO
You
Lasswell’s Communication Model
WHO SAYS
WHAT
Content You
Lasswell’s Communication Model
WHO SAYS
WHAT IN WHICH
CHANNEL
Content Media You
Lasswell’s Communication Model
WHO SAYS
WHAT IN WHICH
CHANNEL TO
WHOM
Content Media You Target Audience
Lasswell’s Communication Model
WHO SAYS
WHAT IN WHICH
CHANNEL TO
WHOM WITH WHAT
EFFECT
Content Media You Target Audience Action/Feedback
Lasswell’s Communication Model
WHO SAYS
WHAT IN WHICH
CHANNEL TO
WHOM WITH WHAT
EFFECT
Content Media You Target Audience Action/Feedback
We’ll discuss this.
Lasswell’s Communication Model
WHO SAYS
WHAT IN WHICH
CHANNEL TO
WHOM WITH WHAT
EFFECT
Content Media You Target Audience Action/Feedback
The key elements in social media marketing.
Lasswell’s Communication Model
WHO SAYS
WHAT IN WHICH
CHANNEL TO
WHOM WITH WHAT
EFFECT
Content Media You Target Audience Action/Feedback
The key elements in ALL kinds of marketing.
Lasswell’s Communication Model
WHO SAYS
WHAT IN WHICH
CHANNEL TO
WHOM WITH WHAT
EFFECT
Content Media You Target Audience Action/Feedback
The key elements in ALL aspects of our daily life!
What is marketing?
The activity of
creating, communicating,
delivering & exchanging
offerings
that have
value for customers, clients, partners, and society at large.
Definition by: American Marketing Association (AMA)
Marketing 1.0 Product-centric
Marketing 2.0 Customer-centric
Marketing 3.0 Human-centric & value-driven
The marketing funnel.
A
I
D
A
A
I
D
A
Awareness
A
I
D
A
Awareness
Interest
A
I
D
A
Awareness
Interest
Desire
A
I
D
A
Awareness
Interest
Desire
Action
First, let’s talk about Target Audience.
WHO SAYS
WHAT IN WHICH
CHANNEL TO
WHOM WITH WHAT
EFFECT
Content Media You Target Audience Action/Feedback
What’s inside the consumer mind?
They don’t care about
you or your brand.
They care about themselves!
Understanding the human mind.
1 Reciprocity Obligation to give when you receive.
2 Scarcity People want more of those things there are less of.
3 Authority People will follow credible knowledgeable experts.
4 Consistency Looking for, and asking for commitments that can be made.
5 Liking We like people who are similar to us, who pay us compliments & who cooperate with us.
6 Consensus People will look to the actions of others to determine their own.
Factors that influence us to say yes.
Maslow's Hierarchy of Needs
Maslow's Hierarchy of Needs (updated version!)
J
Know your target audience.
o Age
o Gender
o Location
o Socioeconomic Status
o Marital Status
o Interests
o Values
o Needs
o Desires
o Behavior
o Lifestyle
o Spending Habits
o Pain points
o etc.
WHO SAYS
WHAT IN WHICH
CHANNEL TO
WHOM WITH WHAT
EFFECT
Content Media You Target Audience Action/Feedback
Second, let’s talk about Media.
Sumber: AC Nielsen, Juli 2009
DEGREE OF TRUST
Which social media to use?
o Function
o Strengths
o Weaknesses
o Users Behavior
o Limitation
o Features
o User base
o Third party apps
o Regulations
o Algorithm
o Analytics
o etc.
Learn and understand about the media.
WHO SAYS
WHAT IN WHICH
CHANNEL TO
WHOM WITH WHAT
EFFECT
Content Media You Target Audience Action/Feedback
Third, let’s talk about Content.
Remember,
attention is expensive
these days!
Content is king.
Distribution is queen.
3 formula to create good content.
R E O 1 2 3
1. Relevant
1. Relevant
o Age
o Gender
o Location
o Socioeconomic Status
o Marital Status
o Interests
o Values
o Needs
o Desires
o Behavior
o Lifestyle
o Spending Habits
o Pain points
o etc.
1. Relevant
They are always thinking:
“What’s in it for me?”
1. Relevant
Audience will sacrifice their time to consume your content if it:
o Has information they need
o Solves their problem / pain points
o Can entertain them
o Increases their life quality
o Gives direct benefits
o etc.
1. Relevant
Example.
1. Relevant
2. Emotion
2. Emotion (baper)
#joy
2. Emotion
Example of funny contents.
2. Emotion
Example of funny contents.
2. Emotion
Example of amusing contents.
2. Emotion
Example of funny contents.
2. Emotion
#sadness
2. Emotion
Example of touching content.
2. Emotion
#awe
2. Emotion
Example of amazing contents.
2. Emotion
2. Emotion
2. Emotion
2. Emotion
2. Emotion
2. Emotion
3. Optimize
Optimize
your
content.
3. Optimize
Which one is the attention grabber?
A
B
3. Optimize
Sumber: panduanim.com
Which one would you read?
A
B
3. Optimize
Sumber: panduanim.com
Focus on the beginning & the end.
3. Optimize
Sumber: panduanim.com
3. Optimize
3. Optimize
Integrate
offline & online.
Those are just a few tips
on optimization.
Explore. Test. Learn.
Why do people share on social media?
http://www.sciencedirect.com/science/article/pii/S1057740814000369http://www.referralcandy.com/referral-marketing-guide/1/why-do-people-share
http://www.sciencedirect.com/science/article/pii/S1057740814000369http://www.referralcandy.com/referral-marketing-guide/1/why-do-people-share
http://www.sciencedirect.com/science/article/pii/S1057740814000369http://www.referralcandy.com/referral-marketing-guide/1/why-do-people-share
http://www.sciencedirect.com/science/article/pii/S1057740814000369http://www.referralcandy.com/referral-marketing-guide/1/why-do-people-share
http://www.sciencedirect.com/science/article/pii/S1057740814000369http://www.referralcandy.com/referral-marketing-guide/1/why-do-people-share
http://www.sciencedirect.com/science/article/pii/S1057740814000369http://www.referralcandy.com/referral-marketing-guide/1/why-do-people-share
http://www.sciencedirect.com/science/article/pii/S1057740814000369http://www.referralcandy.com/referral-marketing-guide/1/why-do-people-share
http://www.slideshare.net/socialogilvy/why-do-people-share-on-social-media-global-survey-results
http://www.slideshare.net/socialogilvy/why-do-people-share-on-social-media-global-survey-results
Last but not least,
the best thing to do to succeed in
Social Media Marketing is…
Test > Learn > Repeat
