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Digital Marketing – Social Media Marketing (Part 2)

A.A. 2017

Digital MarketingDott. Luigi Greco

Facebook

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What are the benefit of business pages?

▪ Unlimited likes or connections▪ Optimized for search engines▪ Include a large amount of analytics

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Source: The art of Digital Marketing, Ian Dodson

How to create a good business page?

▪ Include your business details ▪ Upload an eye-catching cover photo▪ Keep the tone and style of your brand consistent

throughout the page▪ Update your page with entertaining and informative

content regularly▪ Add your page to your Facebook favorites▪ Make sure you have at least two administrators to manage

your page effectively

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Make your page engaging!

▪ Paint a picture. Emotive imagery is a great way of catching people’s attention

▪ Quality not quantity. Avoid publishing 100 dull posts▪ Post consistently and regularly▪ Stay positive. Make your page a place where people will fell

good ▪ Make them laugh▪ Get the camera rolling. Video has emerged as the new

power tool in the world of Facebook▪ Stay balanced. Sweeten customers up and earn their trust

by sharing content that interests them▪ Target your post

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Hunting for engagement

You can encourage likes, shares, and comments on your Facebook using contest in which you ask your fans and their friends to “like” a post and comment on it to win a prize

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What is Edge Rank?

Edge Rank is Facebook algorithm to organize a business page’s content

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The effect of Edge Rank

Right now ordinary users will see less promotional content on their news feeds

Only 8% of people who like a page will see a post

What is the solution? Pay!

To get any significant impact out of Facebook, you need to spend money with Facebook

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Facebook Ads

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Facebook Ads: Boosting Your Post

Boosting a post is the easiest form of Facebook advertising

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Facebook Ads: Ads Manager

The Ads Manager function allows you to set up any type of adBefore you can use it you need to create the ad, so that you can register your credit card details

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Facebook Ads: Choosing Objectives

When you first create an ad, Facebook will display a list of objectives for you to choose fromChoosing which objective is best differs from business to business

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Facebook Ads: Choosing Audience

Next step is deciding whom to target – age, location, gender, education level, and interests

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Facebook Ads: Budget Setting

Decide on the daily budget and the maximum budget per interaction, page like, and link clickSet a schedule to determine how long the campaign is going to last

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Facebook Insights

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It reveals how many likes you got in the last week,

how widely your post has been distributed, and what

the level of engagement ha been with your page

Facebook Insights

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It shows you the total page likes, how many likes your page gained and lost each day, and also shows you

where your likes are coming from

Facebook Insights

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It shows you how many people your posts have

reached organically and by exactly how much your reach will increase when

you spend money

Facebook Insights

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It tells you how many people have visited your

page and where specifically they have visited

Facebook Insights

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It lets you know the engagement you are

getting over a number of days

Facebook Insights

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It allows you to see overall views based on a date range you can customize. You can

also switch between view breakdowns

Facebook Insights

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It delivers a breakdown of the type of people that

engaged with your posts

Twitter

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How is a good tweet?

Your content should be short, snappy and very visual

Ideal Twitter character count is between 70 and 100 characters (Track Social)

Post with a smaller number of characters than 100 have a 17% higher engagement rate than those that do not

(Salesforce’s “Strategies for Effective Tweeting”)

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Example of a viral tweet

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Useful key features of Twitter 1/3

Twitter lists. It allows you to segment audiences and organize followers within a pool of Twitter account

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Advanced search. Many business use it to search for businesses they wish to follow


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Geolocation services. These allow users to selectively add locations to their tweets

What are Twitter cards?

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Twitter cards are large, interactive pieces of media within the News Feed. It can include an image, a headline and a CTA button

What is a Twitter carousel?

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Twitter carousel is another method for displaying ads within feed

Type of promotions on Twitter

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You can promote:▪ a trend relating to your business or event▪ your account to get more followers▪ a tweet to get engagements or a specific CTA

Twitter Analytics

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It track the number of tweets, impression, profile visits, mentions, and followers that link back your account

LinkedIn

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Using LinkedIn for advertising

LinkedIn ads enable you to target LinkedIn members based on a number of demographic criteriaThen you are given two options to bid for your ads: cost per clik (CPC) or cost per thousand impressions (CPM)

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Example of LinkedIn ads

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Sponsored Ads

Sponsored Ads

Sponsored Updates

What are Sponsored InMail Campaigns?

LinkedIn give you the opportunity to send direct emails, or InMails, to whomever you want – even if they are not your connections

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LinkedIn Analytics 1/3

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It gives a detailed overview of how every post is performing, the number of

impressions, clicks, and interactions, and the percentage of engagement


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You can look deeper into specific posts to see the reach and engagement


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You can see your audience demographics with the

added bonus of being able to choose the type of demographic you are

measuring

YouTube

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Good habits on YouTube

▪ Promote your business channel to your customers by embedding videos across your website

▪ Subscribe to relevant YouTube channels▪ Post regular and engaging video updates▪ Share product demonstrations, including helpful

hints and tips

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Types of YouTube video ads

Ads that appear in search results

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Ads that appear before videos

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Ads that appear beside videos

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YouTube Anlytics

You can see reports on real time, earnings, estimated earnings, ad performance, demographics, playback locations, traffic sources, devices, audience retention, engagement reports, subscribers, likes, dislikes, and favorites

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presentazione standard di powerpoint€¦ · digital marketing –social media marketing (part 2)...

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