how to fail and succeed in social media marketing
TRANSCRIPT
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Hello.
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I studied Graphic Design
Had 10 years work exp. in Marketing > Brand Management > Digital Marketing
Founder of:
Rade Tampubolon
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SociaBuzz is an
Influencer Marketing Platform & Network
We help Advertisers
promote their products/services
through thousands of social media Influencers.
*Influencers: individuals/social media accounts with huge influence and audience
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Advertisers
Audience / Target Market
Influencers
Advertisers can simply go to SociaBuzz to work with many Influencers for their
marketing campaigns.
*Influencers: individuals/social media accounts with huge influence and audience
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PAY PER POST PAY PER ACTION
OUR SERVICES
PAY PER
TWEET
PAY PER
INSTALL
PAY PER
LEAD
PAY PER
VISIT
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HOW TO FAIL IN
SOCIAL MEDIA MARKETING?
By: Rade Tampubolon, Founder of SociaBuzz.com
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Advertising mindset.
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Traditional media mindset.
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Not a social media user.
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Selfish.
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Impatient.
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Thinking that social media is free.
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Not having enough resources.
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Chasing numbers of fans/followers.
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Not listening.
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Not reading data.
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Not delivering relevant values.
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The big boss doesn’t believe in it.
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HOW TO SUCCEED IN
SOCIAL MEDIA MARKETING?
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Basic stuff first.
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What is communication?
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Lasswell’s Communication Model
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Lasswell’s Communication Model
WHO
You
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Lasswell’s Communication Model
WHO SAYS
WHAT
Content You
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Lasswell’s Communication Model
WHO SAYS
WHAT IN WHICH
CHANNEL
Content Media You
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Lasswell’s Communication Model
WHO SAYS
WHAT IN WHICH
CHANNEL TO
WHOM
Content Media You Target Audience
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Lasswell’s Communication Model
WHO SAYS
WHAT IN WHICH
CHANNEL TO
WHOM WITH WHAT
EFFECT
Content Media You Target Audience Action/Feedback
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Lasswell’s Communication Model
WHO SAYS
WHAT IN WHICH
CHANNEL TO
WHOM WITH WHAT
EFFECT
Content Media You Target Audience Action/Feedback
We’ll discuss this.
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Lasswell’s Communication Model
WHO SAYS
WHAT IN WHICH
CHANNEL TO
WHOM WITH WHAT
EFFECT
Content Media You Target Audience Action/Feedback
The key elements in social media marketing.
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Lasswell’s Communication Model
WHO SAYS
WHAT IN WHICH
CHANNEL TO
WHOM WITH WHAT
EFFECT
Content Media You Target Audience Action/Feedback
The key elements in ALL kinds of marketing.
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Lasswell’s Communication Model
WHO SAYS
WHAT IN WHICH
CHANNEL TO
WHOM WITH WHAT
EFFECT
Content Media You Target Audience Action/Feedback
The key elements in ALL aspects of our daily life!
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What is marketing?
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The activity of
creating, communicating,
delivering & exchanging
offerings
that have
value for customers, clients, partners, and society at large.
Definition by: American Marketing Association (AMA)
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Marketing 1.0 Product-centric
Marketing 2.0 Customer-centric
Marketing 3.0 Human-centric & value-driven
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The marketing funnel.
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A
I
D
A
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A
I
D
A
Awareness
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A
I
D
A
Awareness
Interest
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A
I
D
A
Awareness
Interest
Desire
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A
I
D
A
Awareness
Interest
Desire
Action
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First, let’s talk about Target Audience.
WHO SAYS
WHAT IN WHICH
CHANNEL TO
WHOM WITH WHAT
EFFECT
Content Media You Target Audience Action/Feedback
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What’s inside the consumer mind?
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They don’t care about
you or your brand.
They care about themselves!
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Understanding the human mind.
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1 Reciprocity Obligation to give when you receive.
2 Scarcity People want more of those things there are less of.
3 Authority People will follow credible knowledgeable experts.
4 Consistency Looking for, and asking for commitments that can be made.
5 Liking We like people who are similar to us, who pay us compliments & who cooperate with us.
6 Consensus People will look to the actions of others to determine their own.
Factors that influence us to say yes.
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Maslow's Hierarchy of Needs
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Maslow's Hierarchy of Needs (updated version!)
J
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Know your target audience.
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o Age
o Gender
o Location
o Socioeconomic Status
o Marital Status
o Interests
o Values
o Needs
o Desires
o Behavior
o Lifestyle
o Spending Habits
o Pain points
o etc.
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WHO SAYS
WHAT IN WHICH
CHANNEL TO
WHOM WITH WHAT
EFFECT
Content Media You Target Audience Action/Feedback
Second, let’s talk about Media.
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Sumber: AC Nielsen, Juli 2009
DEGREE OF TRUST
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Which social media to use?
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o Function
o Strengths
o Weaknesses
o Users Behavior
o Limitation
o Features
o User base
o Third party apps
o Regulations
o Algorithm
o Analytics
o etc.
Learn and understand about the media.
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WHO SAYS
WHAT IN WHICH
CHANNEL TO
WHOM WITH WHAT
EFFECT
Content Media You Target Audience Action/Feedback
Third, let’s talk about Content.
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Remember,
attention is expensive
these days!
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Content is king.
Distribution is queen.
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3 formula to create good content.
R E O 1 2 3
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1. Relevant
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1. Relevant
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o Age
o Gender
o Location
o Socioeconomic Status
o Marital Status
o Interests
o Values
o Needs
o Desires
o Behavior
o Lifestyle
o Spending Habits
o Pain points
o etc.
1. Relevant
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They are always thinking:
“What’s in it for me?”
1. Relevant
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Audience will sacrifice their time to consume your content if it:
o Has information they need
o Solves their problem / pain points
o Can entertain them
o Increases their life quality
o Gives direct benefits
o etc.
1. Relevant
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Example.
1. Relevant
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2. Emotion
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2. Emotion (baper)
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#joy
2. Emotion
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Example of funny contents.
2. Emotion
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Example of funny contents.
2. Emotion
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Example of amusing contents.
2. Emotion
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Example of funny contents.
2. Emotion
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#sadness
2. Emotion
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Example of touching content.
2. Emotion
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#awe
2. Emotion
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Example of amazing contents.
2. Emotion
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2. Emotion
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2. Emotion
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2. Emotion
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2. Emotion
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2. Emotion
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3. Optimize
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Optimize
your
content.
3. Optimize
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Which one is the attention grabber?
A
B
3. Optimize
Sumber: panduanim.com
![Page 93: How to Fail and Succeed in Social Media Marketing](https://reader033.vdocuments.us/reader033/viewer/2022050613/58a68cbc1a28ab31478b4f8f/html5/thumbnails/93.jpg)
Which one would you read?
A
B
3. Optimize
Sumber: panduanim.com
![Page 94: How to Fail and Succeed in Social Media Marketing](https://reader033.vdocuments.us/reader033/viewer/2022050613/58a68cbc1a28ab31478b4f8f/html5/thumbnails/94.jpg)
Focus on the beginning & the end.
3. Optimize
Sumber: panduanim.com
![Page 95: How to Fail and Succeed in Social Media Marketing](https://reader033.vdocuments.us/reader033/viewer/2022050613/58a68cbc1a28ab31478b4f8f/html5/thumbnails/95.jpg)
3. Optimize
![Page 96: How to Fail and Succeed in Social Media Marketing](https://reader033.vdocuments.us/reader033/viewer/2022050613/58a68cbc1a28ab31478b4f8f/html5/thumbnails/96.jpg)
3. Optimize
Integrate
offline & online.
![Page 97: How to Fail and Succeed in Social Media Marketing](https://reader033.vdocuments.us/reader033/viewer/2022050613/58a68cbc1a28ab31478b4f8f/html5/thumbnails/97.jpg)
Those are just a few tips
on optimization.
Explore. Test. Learn.
![Page 98: How to Fail and Succeed in Social Media Marketing](https://reader033.vdocuments.us/reader033/viewer/2022050613/58a68cbc1a28ab31478b4f8f/html5/thumbnails/98.jpg)
Why do people share on social media?
![Page 99: How to Fail and Succeed in Social Media Marketing](https://reader033.vdocuments.us/reader033/viewer/2022050613/58a68cbc1a28ab31478b4f8f/html5/thumbnails/99.jpg)
http://www.sciencedirect.com/science/article/pii/S1057740814000369http://www.referralcandy.com/referral-marketing-guide/1/why-do-people-share
![Page 100: How to Fail and Succeed in Social Media Marketing](https://reader033.vdocuments.us/reader033/viewer/2022050613/58a68cbc1a28ab31478b4f8f/html5/thumbnails/100.jpg)
http://www.sciencedirect.com/science/article/pii/S1057740814000369http://www.referralcandy.com/referral-marketing-guide/1/why-do-people-share
![Page 101: How to Fail and Succeed in Social Media Marketing](https://reader033.vdocuments.us/reader033/viewer/2022050613/58a68cbc1a28ab31478b4f8f/html5/thumbnails/101.jpg)
http://www.sciencedirect.com/science/article/pii/S1057740814000369http://www.referralcandy.com/referral-marketing-guide/1/why-do-people-share
![Page 102: How to Fail and Succeed in Social Media Marketing](https://reader033.vdocuments.us/reader033/viewer/2022050613/58a68cbc1a28ab31478b4f8f/html5/thumbnails/102.jpg)
http://www.sciencedirect.com/science/article/pii/S1057740814000369http://www.referralcandy.com/referral-marketing-guide/1/why-do-people-share
![Page 103: How to Fail and Succeed in Social Media Marketing](https://reader033.vdocuments.us/reader033/viewer/2022050613/58a68cbc1a28ab31478b4f8f/html5/thumbnails/103.jpg)
http://www.sciencedirect.com/science/article/pii/S1057740814000369http://www.referralcandy.com/referral-marketing-guide/1/why-do-people-share
![Page 104: How to Fail and Succeed in Social Media Marketing](https://reader033.vdocuments.us/reader033/viewer/2022050613/58a68cbc1a28ab31478b4f8f/html5/thumbnails/104.jpg)
http://www.sciencedirect.com/science/article/pii/S1057740814000369http://www.referralcandy.com/referral-marketing-guide/1/why-do-people-share
![Page 105: How to Fail and Succeed in Social Media Marketing](https://reader033.vdocuments.us/reader033/viewer/2022050613/58a68cbc1a28ab31478b4f8f/html5/thumbnails/105.jpg)
http://www.sciencedirect.com/science/article/pii/S1057740814000369http://www.referralcandy.com/referral-marketing-guide/1/why-do-people-share
![Page 106: How to Fail and Succeed in Social Media Marketing](https://reader033.vdocuments.us/reader033/viewer/2022050613/58a68cbc1a28ab31478b4f8f/html5/thumbnails/106.jpg)
http://www.slideshare.net/socialogilvy/why-do-people-share-on-social-media-global-survey-results
![Page 107: How to Fail and Succeed in Social Media Marketing](https://reader033.vdocuments.us/reader033/viewer/2022050613/58a68cbc1a28ab31478b4f8f/html5/thumbnails/107.jpg)
http://www.slideshare.net/socialogilvy/why-do-people-share-on-social-media-global-survey-results
![Page 108: How to Fail and Succeed in Social Media Marketing](https://reader033.vdocuments.us/reader033/viewer/2022050613/58a68cbc1a28ab31478b4f8f/html5/thumbnails/108.jpg)
Last but not least,
the best thing to do to succeed in
Social Media Marketing is…
![Page 109: How to Fail and Succeed in Social Media Marketing](https://reader033.vdocuments.us/reader033/viewer/2022050613/58a68cbc1a28ab31478b4f8f/html5/thumbnails/109.jpg)
Test > Learn > Repeat