Social Media Strategies

Transcription

1 Social Media Strategies For 1

2 From Social Thinking To Social 2

3 We Don t Have A Choice On Whether We Do Social Media, The Question Is How Well We Do It. Eric Qualman (Famous 3

4 Without Strategy, Content Is Just Stuff, And The World Has Enough Stuff. Arjan Basu (Famous 4

5 Social Media Importance For Organizations Increase Brand Awareness Boost Sales Decreased Marketing Costs Stay Top Of Mind Crisis 5

6 Social Media Importance For Organizations Richer Customer Experiences Keep An Eye On The Competition Stay On Top Of Industry News Customer Service And Customer Support Monitor Conversations That Are Relevant To Your 6

7 Social Media Active Users 3.2 BILLION 42% Source: Hootsuite Social Survey 7

8 Active Users Of Key Global Social Platforms FACEBOOK YOUTUBE FB MESSENGER WHATSAPP WECHAT QQ INSTAGRAM TUMBLR QZONE SINA WEIBO TWITTER LINKEDIN SKYPE BAIDU TIEBA VIBER SNAPCHAT REDDIT LINE PINTEREST YY TELEGRAM VKONTAKTE BBM KAKAOTALK Social Networks Messenger / Chat App / VOIP Source: Hootsuite Social Survey 8

9 Internet Users Digital In Iran Total Population Active Social Media Users Penetration: 69% MILLION MILLION Urbanization: 75% MILLION Penetration: 49% Source: Digital In 2018: Southern East 9

10 Instagram Has A Total Of Approximately 800 Million Users 80% Of Those Follow 1 Or More Brands On Instagram 75% Of Instagram Users React To A CTA, Such As Visiting A Website, After Looking At An Instagram Advertising Post Instagram Is The King Of Social Media With 4.21% Engagement Source: Hootsuite.com, Instagram.com, 10

11 Instagram In Iran Instagram Has More Than 24 Million Users In Iran With A Penetration Rate Over 29%, Which Is 10 Percent More Than The Global Percentage Rate Source: ispa.ir (Based on 11

12 How Often Iranians Check Their Instagram Accounts Everyday 2 To 3 Days Once Once A Week Once Every Two Weeks Once A Month Less Than A Month Source: NazarBazaar.ir (Based on 12

13 Telegram Is Top Messenger App in 3 Country! Source: 13

14 About 40 Million Users In Iran. 1.1 Billion Content Posts Are Published In Persian Groups And Channels. Source: ispa.ir (Based on 14

15 How Often Iranians Check Their Telegram Accounts Everyday 2 To 3 Days Once Once A Week Once Every Two Weeks Once A Month Less Than A Month Source: NazarBazaar.ir (Based on 15

16 LinkedIn Now Has Over 500 Million Members 80% of B2B Leads Come From LinkedIn LinkedIn Is Number 1 Channel, B2B Marketers Use To Distribute Content (94% Of Marketers Use LinkedIn 65% Of B2B Companies Have Acquired A Customer Through LinkedIn Source: 16

17 LinkedIn In Iran Users: +1.5 Million Share Of Population: 2% Source: NazarBazaar.ir (Based on 17

18 How Often Iranians Check Their LinkedIn Accounts Everyday 2 To 3 Days Once Once A Week Once Every Two Weeks Once A Month Less Than A Month Source: NazarBazaar.ir (Based on 18

19 A Social Media Marketing Voice Can Lead To Others Doing Your Marketing For You. Matt Sullivan (Fonder Of BR 19

20 Social Media Trends In 2019 Rebuilding Trust Storifying Social Closing The Ads Gap Cracking The Commerce Code Messaging Eats The 20

21 Trend 1: Rebuilding Trust 60% 50% 71% Of People No Longer Trust Social Media Networks. Of Respondents Agree That The Need To Personalize Content And Experience Is A Key Challenge. Of People Agree That Social Media Should Do More To Support High-quality Journalism. Source: Edelman 2018 Trust Barometer Source: Edelman 2018 Trust Barometer Source: Edelman 2018 Trust 21

22 The British Museum Leverages Technical Experts To Educate & Engage A Global Following 22 22

23 Trend 1: Rebuilding Trust Recommendation Create A Branded Hashtag For Instagram Aligned With Community Values. Participate In (Or Run) Twitter Chat. Build A Group In Your Social Networks Around A Core Audience 23

24 Trend 2: Storifying Social 2.6x 75% 64% People Spend 2.6x More Time On Pages With Videos. Of Mobile Traffic Will Come From Video, By 2020 Of Respondents Have Either Implemented Instagram Stories Into Their Social Strategy Or Plan To Do So In The Next 12 Months. Source: Hootsuite Social Survey 2019 Source: Hootsuite Social Survey 2019 Source: 2018 Q3 Global Digital 24

25 Stories Product Daily Active Users Whatsapp Status 450 M Instagram Stories 300 M Snapchat (Whole App) 191M Facebook Stories 150M Facebook Messenger Stories 70 M Source: 25

26 Ways To Use Instagram Stories To Promote Your Business Take Your Followers Behind The Scenes Product Demonstrations And Guides Teasers Of New Products Promote Your Next Big Event Live Blog Your Event Flash Sales And Limited Offers 26 26

27 wework Connects Their Global Community With Raw, Behind-the-Scenes Stories 27 27

28 Trend 2: Storifying Social Recommendation Start Experimenting With Stories. Create Story-Specific Content. Use The Stories Highlight 28

29 Trend 3: Closing The Ads Gap 78% 64% 25% Of Respondents Have Either Invested In Social Advertising Or Plan To Do So In The Next 12 Months. Identify Decline In Organic Reach And The Need To Increase Paid Budgets As Big Challenges Moving Forward. Facebook Pages Now Use Paid Media. Source: Hootsuite Social Survey 2019 Source: Hootsuite Social Survey 2019 Source: 2018 Q3 Global Digital 29

30 NETFLIX Combines Social Media Ads & Localized, In-Person 30

31 Trend 3: Closing The Ads Gap Recommendation Understand And Target The Right Audience. Define Your Goals And Metrics. Invest In High-Quality 31

32 Trend 4: Cracking The Commerce Code 17% 70% 74% Have Either Implemented Shoppable Galleries Or Plan To Do So In The Next 12 Months. Of China s Gen Zero Now Buy Directly From Social Media. Of Viewers Drew A Connection Between Watching A Social Video And Making A Purchase. Source: Hootsuite Social Survey 2019 Source: WARC, China s Gen Z Relies On Social Media Shopping Source: BrightCove, The Science Of Social 32

33 L Oréal Shows Livestreaming Can Be The New QVC 33 33

34 Cannes Film 34

35 Trend 4: Cracking The Commerce Code Recommendation Set Up Shoppable Instagram Posts. Share Your Products In Action. Promote Your Products With 35

36 Trend 5: Messaging Eats The World 1 1 ~ Customers Demand Better Equals To Social Experiences. 5 Billion ~Top Messaging Apps Now Collectively Count Nearly Five Billion Monthly Active Users. 9 of 10 Consumers Would Like To Use Messaging To Communicate With Businesses, According To A Survey Of 6,000 People Globally. Source: Hootsuite Social Survey 2019 Source: BrightCove, The Science Of Social Media Source: Hootsuite Social Survey 36

37 KLM Royal Dutch Airlines Expands Leading Customer Service Across Messaging Apps 37 37

38 Trend 5: Messaging Eats The World Recommendation Enable Facebook Messenger For Your Facebook Business Page. Add Plugins To Your Website That Drive Customers To Messaging Apps. Use DMs And/or Messaging Apps To Streamline Customer Service Queries On 38

39 Social Media Goals Building Brand Hunting Talents Deepen Engagement 39

40 Social Media Brand Voice Character/ Persona Tone Social Media Brand Voice Language Purpose Source: Hootsuite Social Survey 40

41 What Is Not A Social Media Strategy? Just Having A Presence On Social Media Platforms. Only Using A Cheap Bribe For Liking Or Following You. Expecting Results Without Investing Money And Time. Only Using It Only To 41

42 What Is Social Media Strategy? A Set Of Goals Budget Of Dollars & Time Plan Of Action An Evaluation Integral Part Of Your Marketing & Communication 42

43 What Is Social Media Strategy A Social Media Strategy Is Simply What You Plan To Do And Hope To Achieve For Your Business Using Social 43

44 Why have a Social Media Strategy? Increase Revenue. Richer Experience. Synergy Between 44

45 Social Media Strategy Building Steps Listen, Evaluate, Learn Set Objectives Set Policies Plan Activities Putting Your Strategy Into Action Measure 45

46 Social Media Strategy Building Steps Listen, Evaluate, Learn Set Objectives Set Policies Plan Activities Putting Your Strategy Into Action Measure It Where Are We Now? In What Areas Do We Excel? How Our Competitors Do In Social? How Can We Grow Or Improve? What Social Sites Are We Using And How? How Would I Rate My Company s Use Of Social 46

47 Social Media Strategy Building Steps Listen, Evaluate, Learn Set Objectives Set Policies Set Your Goals Plan Activities Putting Your Strategy Into Action Where Do We Want To Be? Measure 47

48 Social Media Strategy Building Steps Listen, Evaluate, Learn Set Objectives Set Policies Who Responds And How Do You Respond (Social Governance)? Plan Activities Putting Your Strategy Into Action Measure 48

49 Social Media Strategy Building Steps Listen, Evaluate, Learn Set Objectives Define Regular & Emergent Plan. Set Policies Consider Different Types Of Content. Plan Activities Putting Your Strategy Into Action Don t Forget The Power Of #Hashtags. Consider Your Audience Capacity & Social Behavior. Measure 49

50 Promotional Content 10% Shared Content 20% 70% Value & Relevant 50

51 Social Media Strategy Building Steps Listen, Evaluate, Learn Set Objectives Execution Versus Planning Set Policies Plan Activities Tailor Your Message To Your Platform Putting Your Strategy Into Action Measure It Be Ready For 51

52 Social Media Strategy Building Steps Listen, Evaluate, Learn Set Objectives Check Insight. Set Policies Evaluate Your Social KPIs. Plan Activities Putting Your Strategy Into Action Check Cross-channel Movement. Update Plan Based On Analytics. Measure 52

53 Percent Of Organizations Planning To Or Have Adopted Social Media Strategies Customer Experience 66% Social Customer Service 55% Customer Advocacy Real-time Crisis Management Employee Advocacy Influencer Marketing Deep Social Listening Micro-Influencers 51% 51% 49% 48% 47% 45% Social Selling 40% Social Commerce/Social Shopping 53

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