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Digital Marketing – Social Media Marketing (Part 2)
A.A. 2017
Digital MarketingDott. Luigi Greco
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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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Source: The art of Digital Marketing, Ian Dodson
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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Source: The art of Digital Marketing, Ian Dodson
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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Source: The art of Digital Marketing, Ian Dodson
What is Edge Rank?
Edge Rank is Facebook algorithm to organize a business page’s content
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Source: The art of Digital Marketing, Ian Dodson
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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Source: The art of Digital Marketing, Ian Dodson
Facebook Ads
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Source: The art of Digital Marketing, Ian Dodson
Facebook Ads: Boosting Your Post
Boosting a post is the easiest form of Facebook advertising
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Source: The art of Digital Marketing, Ian Dodson
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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Source: The art of Digital Marketing, Ian Dodson
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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Source: The art of Digital Marketing, Ian Dodson
Facebook Ads: Choosing Audience
Next step is deciding whom to target – age, location, gender, education level, and interests
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Source: The art of Digital Marketing, Ian Dodson
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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Source: The art of Digital Marketing, Ian Dodson
Facebook Insights
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Source: The art of Digital Marketing, Ian Dodson
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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Source: The art of Digital Marketing, Ian Dodson
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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Source: The art of Digital Marketing, Ian Dodson
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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Source: The art of Digital Marketing, Ian Dodson
It tells you how many people have visited your
page and where specifically they have visited
Facebook Insights
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Source: The art of Digital Marketing, Ian Dodson
It lets you know the engagement you are
getting over a number of days
Facebook Insights
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Source: The art of Digital Marketing, Ian Dodson
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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Source: The art of Digital Marketing, Ian Dodson
It delivers a breakdown of the type of people that
engaged with your posts
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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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Source: The art of Digital Marketing, Ian Dodson
Example of a viral tweet
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Source: The art of Digital Marketing, Ian Dodson
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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Source: The art of Digital Marketing, Ian Dodson
Useful key features of Twitter 2/3
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Source: The art of Digital Marketing, Ian Dodson
Advanced search. Many business use it to search for businesses they wish to follow
Useful key features of Twitter 3/3
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Source: The art of Digital Marketing, Ian Dodson
Geolocation services. These allow users to selectively add locations to their tweets
What are Twitter cards?
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Source: The art of Digital Marketing, Ian Dodson
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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Source: The art of Digital Marketing, Ian Dodson
Twitter carousel is another method for displaying ads within feed
Type of promotions on Twitter
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Source: The art of Digital Marketing, Ian Dodson
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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Source: The art of Digital Marketing, Ian Dodson
It track the number of tweets, impression, profile visits, mentions, and followers that link back your account
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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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Source: The art of Digital Marketing, Ian Dodson
Example of LinkedIn ads
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Source: The art of Digital Marketing, Ian Dodson
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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Source: The art of Digital Marketing, Ian Dodson
It gives a detailed overview of how every post is performing, the number of
impressions, clicks, and interactions, and the percentage of engagement
LinkedIn Analytics 2/3
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Source: The art of Digital Marketing, Ian Dodson
You can look deeper into specific posts to see the reach and engagement
LinkedIn Analytics 3/3
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Source: The art of Digital Marketing, Ian Dodson
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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Source: The art of Digital Marketing, Ian Dodson
Types of YouTube video ads
Ads that appear in search results
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Source: The art of Digital Marketing, Ian Dodson
Types of YouTube video ads
Ads that appear before videos
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Source: The art of Digital Marketing, Ian Dodson
Types of YouTube video ads
Ads that appear beside videos
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Source: The art of Digital Marketing, Ian Dodson
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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Source: The art of Digital Marketing, Ian Dodson
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