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1613469545.Materi_Yuliati_Social Media Marketing-SP.pptx

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1613469545.Materi_Yuliati_Social Media Marketing-SP.pptx

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  1. DIGITAL MARKETING IN ACTION Social Media Marketing How to create effective and relevant Social Media marketing Yulianti Digital Marketing & Communication PopSo Indonesia, ex-Milkita Indonesia, ex-Cermati.com

  2. About the speaker • Yulianti Digital Marketing and Communication PopSo Indonesia, previously Social Media Analyst Cermati.com, Digital Marketing Supervisor at Milkita Indonesia • 8 Years Experiences; helping brands and companies in order to deliver the message in any objectives, through digital marketing and communication action. • Interested in; Traveling, Food Culinary and Digital & Social Media Stuffs Yulianti Digital Marketing & Communication

  3. Key takeaways: • What is digital marketing? • What is social media marketing? • How to build a successful social media Things to discuss marketing initiatives? • How to maximize social media marketing campaign? • Exploring different channels • Key findings the suitable social media channel for our business/brand • Examples • How to measure the effectiveness of all this work?

  4. Are you ready? Let's Begin!

  5. How Many Indonesians are now connected in Internet?

  6. 196,7 juta jiwa Pengguna internet di Indonesia (+23,5 juta or 8,9% from 2018 ) APJII report periode 2019-kuartal II/2020 Source: https://databoks.katadata.co.id/datapublish/2020/11/11/jumlah-pengguna-internet-di-indonesia-capai-1967-juta (diakses 02 Desember 2020)

  7. Every business goes digital Menurut Laporan dari Redseer adanya peningkatan jumlah pengguna e-commerce termasuk belanja online di Indonesia selama COVID-19 sebanyak: +12 JUTA Saat ini, berbagai bisnis di tiap skala, baik kecil maupun besar harus adaptasi dan transisi ke online untuk dapat bertahan dan terus berkembang. 75% 51% 31% of respondents plan to avoid shopping of businesses report increasing online of operational SMBs report that they 2 1 centers interactions with their clients are now conducting all of their sales 2 online • "Coronavarius is changing now consumers shop" by eMarketer, March 2020 , US • "State of Small Business Report" by the Small Business Roundtable and Facebook, Inc. May 2020, US

  8. Start Now to Make it big online Learn what people are interested in digital ecosystem WE NEED TO BE THERE WITH THEM WITH THE RIGHT STRATEGY, THE RIGHT CHANNEL, AND THE RIGHT TARGET AUDIENCE!

  9. But first WHAT EXACTLY DIGITAL MARKETING IS?

  10. In simplest form digital marketing is defined as; 'Achieving marketing objectives through applying digital technologies and media' Digital Marketing: Strategy, Implementation and Practice Book

  11. Facebook Instagram Linkedin Twitter TikTok etc. Digital Marketing Ecosystem Social media marketing On-site Off-site SEO Inbound Marketing Lead Generation Conversion Planning FB Ads Programmatic Ads Google/Youtube Ads Affiliate Search Etc. Paid CRM Advertising Digital Marketing Strategy • Content • Data • Analytics Apps User-Experience Messaging Optimization Mobile Newsletter Auto-responders Re-marketing Email Marketing Landing page User-Experience A/B Testing E-Commerce Conversion Optimization Community Management PR Influencers Reviews Conversation Marketing Website

  12. Social Media Marketing

  13. Social Media Marketing is defined as; 'Social media marketing (SMM) is the use of social media websites and social networks to market a company's products and services. Social media marketing provides companies with a way to reach new customers, engage with existing customers, and promote their desired culture, mission, or tone' Investopedia.com

  14. Framework Social Media Marketing Cook the plan Content Creation Amplify Don't forget to measure! Listen First Create Social Strategy Compelling Content Distribution the message Research Social Social Media Marketing and Tactical and content Listening & Search Performance Metrics Insight Build Community

  15. Listen First

  16. Listen First Keyword Listings Data Collection • Brand • Channel level • Category • Content Level • Audience • Search Level • Competitors • Media landscape map and influencer talking Finding Related Report Finding related report help us to create the right strategy

  17. Cook the plan

  18. Cook the plan Customer journey, help to identify the social channel we should focus on Example (for F&B brand i.e. Instant foods): Awarenes s Advocate

  19. How People influenced by Social Media Data source: Ogilvy Consulting 2020

  20. Content Creation

  21. Content Creation Finding the right story to tell for your brand/products 01 02 03 Find the content theme & Topic Catch up with the current trends and prepare the editorial • Create yearly planning Collaboration Content • Influencers Marketing • Breakdown into pillar content Collaboration • Create the mood board design • Brand collaboration breakdown to monthly • Create the color tone of the • Etc. planning mood board planning • Create monthly and weekly editorial planning (Design content, copy writing, caption, hashtag planning, etc.)

  22. Pillar Content Examples

  23. Monthly content planning Examples

  24. Weekly editorial content planning Examples

  25. Moodboard examples

  26. Amplify: Distribution the message and content

  27. Amplify; Distribution the message and content Choose the media who match our brand / Products Knowing further your target audience Decide on what is your objectives

  28. Building Brand Category Maps Content Content Category A Category B Brand/Product Content Content A Category D Category C

  29. Examples - Building Brand Category Maps Female lifestyle Parenting Brand/Product Working Mom Family A Lifestyle

  30. Social media marketing opportunities based on business objectives 01 02 03 BRAND Brand Building Product Condiseration/ Conversion AWARENESS • Product Placement • Channel Takeover • Tutorial • Creative Challenge • Guides & Reviews • Content Series • Emotional Storytelling • Custom Research • Etc. • Etc. • Promo & Giveaways • Etc.

  31. Don't forget to measure!

  32. How to measure social media marketing? Views Brand Awareness Cost per View (CPV) Reach & Impressions To see how many people reached or viewing your content. Engagement Brand Building Cost per Engagement (CPE) Likes, Comment, Share, Save To see how many people responding or interacting with your content. Action Brand Cost per Action (CPA) Consideration/Conversion Click, Purchased , etc. To see how many people take the desired action after interacting with your conten

  33. Let's Discuss!

  34. The best marketing doesn't feel like marketing. Tom Fishburne

  35. THANK YOU!

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