Digital Marketing Masterclass. Social Media ROI
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1 Digital Marketing Masterclass Social Media ROI
2 The Web is more a social creation than a technical one. I designed it for a social effect - to help people work togetherand not as a technical toy. Tim Berners-Lee Weaving the Web
3 My goals for you Passion To instil in you the passion, dedication, and commitment required for you to become a successful Digital Marketer. Rethink To show you a new way to think about how to build a business now. Speed The train has pulled out of the station and just keeps accelerating. Journey For you to understand that Digital Marketing is a journey. Learning That you will understand that successful Digital Marketing requires continuous learning. Evolution and that the digital universe is evolving, literally, at the speed of light.
4 What is Digital Marketing? Using online & mobile channels to promote or market products and services to consumers and businesses.
5 Why Digital Marketing? The rise of digital natives Your prospects are all online Your competitors are all online Gain brand awareness, equity & engage Lead generation and sales opportunities
6 Digital in Africa: The Data *WeAreSocial 2017 Report
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15 Other Key Global takeaways 1.61 billion global e-commerce users in 2017, equalling 22% penetration; Internet users grew by 10% in 2016, up 354 million compared to 2015; Active social media users increased by 21%, up 482 million versus 2015; Unique mobile users grew by 5%, up 222 million over the past 12 months; Mobile social media users grew by 30%, up an impressive 581 million in 2016.
16 The Commandments The four commandments of Digital Marketing
17 The four commandments 1 st Commandment Knoweth who thy customer is. 3 rd Commandment Knoweth where they customer resideth 2 nd Commandent Knoweth what thy customer wants 4 th Commandment Knoweth The Language Of Thy Customer
18 The four Commandments Knowing who your customer is: a learning process that culminates in the creation of detailed Buyer Persona s. Knowing what customers are looking for is accomplished today through Keyword and other Research - learning the words and phrases that actual customers are using in search. Listen, Listen and Listen... Knowing where customers are searching for what you have is accomplished through studious research. Knowing the language of the customer refers to understanding how the customer articulates a problem to themselves
19 The Techniques Digital Marketing Components & Techniques
20 You are what you PUBLISH ONLINE.
21 Components of Digital Marketing Web presence Content Marketing Search Marketing (SEO) Social Media Marketing Marketing PPC & Paid Advertising Mobile Marketing Marketing Automation Online PR & Reputation Management Affiliate Marketing
22 Website Every business needs a web presence. Key: be clear about your objectives!
23 Search Engine Optimization The process of refining your web presence so you are found & ranked top on search engines.
24 Pay Per Click: PPC Revenue model adopted by search engines whereby the advertiser only pays once a user clicks on their ad.
25 Digital Marketing Display Graphically rich online advertising presented in consistent size formats.
26 Social Media Marketing* Websites, platforms & applications that enable users to create & share content or participate in social networking.
27 Marketing A structured systematic process of delivering messages to targeted subscribers.
28 Mobile Marketing A structured systematic process of delivering messages to targeted subscribers.
29 Mobile Marketing Components of mobile marketing: shortcode Mobile responsive website mobile apps sms Location based marketing
30 Content is King Context is Queen Strategy is Key
31 The Strategy Building a Connected Social Media Experience
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33 one Use Social to fulfill your audience s needs as well as your brand s needs
34 Brand Strategy Integration Essence Personality Promises Communication Who are you? What do you stand for? How do you speak? How do you behave? What can customers hold you to? What s your overall communication strategy?
35 Brand Strategy In Action Business Strategy Brand Strategy Brand Story Social Media Execution Nigeria s largest online retail store. Revolutionize the Shopping Experience in Africa. Professionalism, simplicity, trustworthy, innovation, friendliness Offering the most convenient shopping experience. Providing other retail services. Country websites, country twitter handles, Youtube, Instagram, video sharing, affiliate marketing, Jumia Mobile App
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41 two competence is everything.
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44 Challenges Identify the people and resources to drive your social media marketing programme People: Training, Availability, Cost and Suitability Skills: Learning, Aptitude, Communication Resources: Ability, Responsibility, Engagement Budget: Frequency, Threshold, Analytics, ROI
45 three What s your story?
46 Social Media Marketing Goals Brand Awareness: To establish a presence and increase your reach on social Traffic: To drive traffic to your website or blog Lead Generation: To collect key information from your prospects Revenue: To increase signups or sales Engagement: To connect and engage with your audience Community Building: To gather advocates of your brand Customer Service: To help and serve your customers Public Relations: To disseminate news and build relations and thought leadership Social Listening & Research: To listen to your customers and understand your market Hiring: To recruit top talent
47 Give people something to buy into, not just something to buy.
48 four Chose your platforms
49 Social MediaDefinition Websites and applications that enable users to create and share content or to participate in social networking. Social media is a catch-all term used to describe the tools and technologies that facilitate social interaction over the internet.
50 All platforms are not created equal
51 Social Media Platforms Introduction Facebook Twitter Linkedin Instagram Youtube
52 Forms of Social Media Social Networks (Facebook Google, Linkedin) Blogs (Wordpress, Blogger) Social Blogging (Medium Microblogs (Twitter, Tumblr) Social Community/Discussion sites (Reddit, Nairaland, Quora) Photo sharing (Instagram, Pinterest, Flickr, Snapchat) Video Sharing (Youtube, Vimeo, Periscope) Wikis (Wikepedia Podcasts Customer Rating Sites (Tripadvisor)
53 Social Media Terms Some common terms include: Social Network Friends Followers Status Update Shares Likes Comment Circles Impressions Connect Chat Direct Message Engagement Rate Reach Clicks Click Through Rate Geo targeting Influencers
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59 1.87 Billion The number of active users logging into Facebook every month.
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61 five Design the connected experience
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63 six Measure, Evaluate, Monitor
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65 Case Studies
66 Olajumoke Orisaguna
67 The Ogiri Woman
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69 All failure is failure to adapt, all success is successful adaptation. - Max Mckeown
70 Place your screenshot here Any Questions?
71 kathleenndongmo linkedin.com/in/kathleenndongmo
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