professional diploma professional diploma in digital
TRANSCRIPT
Professional Diploma in Digital marketing
Content development
Module 2 Lesson 1 Summary Notes
Professional Diploma
in Social Media Marketing
Advanced social
media management Module 2 Lesson 8
Summary Notes
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Contents
3 Lesson outcomes
3 xxxxxxx
3 xxxxxxx
3 xxxxxxx
4 xxxxxxx
8 xxxxxxx
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Contents
3 Lesson Objectives
3 Fun Fact
3 Online reputation
4 Community Management
7 Budget allocation
11 Operational budgeting echniques
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Fun Fact
DID YOU KNOW: 58% of consumers share their positive brand experiences on social media platforms and 72% of consumers will trust a brand more after reading a positive review.
Online reputation management (ORM) What is online reputation management? Reputation management refers to the influencing and controlling of a group’s reputation online.
Social media reputation management Social media reputation management is the process of tracking, monitoring, listening and engaging with online conversations in order to positively shape your brand perception on social media.
Where to manage your reputation
• Social media (Facebook reviews, Yelp) • Mentions on other websites and in blog posts • Online review sites (Trustpilot, Tripadvisor) • Local business directories (Yellow pages, business discovery apps) • Google my business
Benefits of reputation management • Build trust: consumers are more likely to trust other people than brands, a visibly good reputation online
enhances trust in your brand • Increase profits: higher ratings builds trust and therefore leads to more purchases • Attracts top talent: people want to work for companies that have growth potential and if they see a whole lot of
one star reviews that doesn’t signify growth, they are also looking for companies that share the same beliefs and values - positive reviews show that your company has a favourable culture which attracts high quality talent
• Overcome challenges more easily: generally companies with a good reputation and core values that are aligned with their clientele can weather a social media crisis better than those with negative reviews
Lesson outcomes • Social media reputation management • Keys to successful social media reputation management • Community management • Community management strategies • Social media budget allocation
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Keys to successful reputation management
• Focus on engagement: respond to queries online, listen to what the customer has to say and solve their challenges to build trust and loyalty.
• Resolve issues that could affect your reputation: Customers don’t usually mind if something goes wrong but they want a response and a solution to their challenge. Customers generally expect a response from a brand within 4 hours but the average company only responds within 10 hours.
• Focus on increasing reviews: read your reviews and check what customers are saying, monitor and engage with reviews, if a customer has had a good experience send them a link to review, post positive comments to social media, this includes user generated content, and ask for reviews in a non-direct manner, feature your positive reviews on your website.
• Focus on Google and Facebook: these are among the top two sites that consumers check when researching a product or service and post to about their experience. According to an online reviews survey, 63.6% of consumers will read google reviews before visiting a business.
• Infer insights from reviews: like looking into your data, you can gauge how users are feeling about your brand - what is good and what is bad - and then devise actions that you can take from this information.
Keys to successful reputation management
• Company name • Company product or services • High-profile employees • Popular industry keywords • Competitors
Online reputation management tools
• Google Alerts • Grade us • Delighted • Sproiutsocial • Reputology • Rankur
Community Management What is community management
The process of building an authentic community around a business’ brand with customers, employees and partners through various brand interactions to connect, share and grow.
Benefits of community management • Our community management has to be applied to our entire customer journey andbasically forms part of our
customer service. • The ultimate goal of community management is to grow and engage with a specific audience within the brand’s
owned social space to attract potential customers or drive potential customers to make a purchase. • Actively applying community management to nurture and cultivate online relationships will improve your
chances of converting followers to customers and improving your return on investment (ROI). Social media has
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transformed from a broadcast platform to a one-on-one or one-to-few interaction platform between online users and brands.
• It also allows you to gather feedback and new ideas from customers and audiences through real conversations. • Learn what customers want and expect with content, products, services and support. • Provides support and value beyond the product or service for customers and followers when they need it, which
in turn will drive customer interactions, conversions and sales. • Increases brand and product awareness as discussions take place around your brand or product.
Types of community management Customer support/success This is providing specific platforms for customer support and with great customer support comes success! Set up a:
• Forum (Reddit, Quora) or branded forum (Apple developer forum): this allows your customers to interact and talk to each other, ask questions or start discussions about a product or service.
• Knowledge base on your website: This is a centralised database where you will keep relevant resources, such as a link to FAQ page, maybe your products have instruction manuals, or if you sell software (WordPress forum) and it allows users to help themselves, each other and communicate with your team.
• FAQ Page on your website: self help option where users can get quick answers to the most commonly asked questions. Straight forward and saves your team time.
Product ideation, innovation and feedback This is a proactive and reactive type of community management Private way of getting customer information through;
• Surveys • Feedback discussions • Focus groups
Acquisition and Advocacy Drives direct communication with the people who are most excited about your brand such as returning customers, brand ambassadors and advocates.
• Brand ambassador initiatives • Partnerships
Ideal for: Companies with an in-depth product line. It’s also a bonus if the forum allows users to provide each other with tips, tricks and solutions to issues that they come across.
Ideal for: Most companies as it asks for feedback from real customers of your target audience and provides you with insights as to how you can improve and enhance your
products/ services and messaging.
Ideal for: Companies that are in the apparel or beauty industries where users want to share and is easy to share this type of content.
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Content and programming This involves developing content specifically for your customers.
• Marketplace • Crowdfunding • User groups • User generated content
External Engagement Using social media channels to build a community that promotes brand awareness while bringing together a community with similar interests.
• Social media platforms • Facebook groups
Internal engagement Creating an internal community within your organisation strengthens internal communication and creates a sense of belonging as well as provides support and improves camaraderie between employees, partners, vendors and suppliers.
• Slack • Skype
Successful community management 1. Monitor: Listen and track conversations that relate to your brand 2. Engage: Keep conversations going and proactively engage with customers, prospects and influencers 3. Moderate: Identify comments and conversations that don’t add value or address issues and complaints 4. Measure: Analyse your brand perception through unfiltered feedback
Ideal for: Companies such as Airbnb whose value is created by the people who join their sites. This type of community management generally requires a community management team to ensure that
community guidelines and requirements are adhered to.
Ideal for: All companies to drive external engagement.
Ideal for: All companies to drive external engagement.
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Budget allocation
Every company has different resources and priorities when it comes to social media marketing. Whether your budget is hundreds or millions you still need to cover the same components for implementing, measuring, managing and communicating. You need to consider budget for;
Content Creation
• Graphics: this includes stock photos, hiring a photographer and graphic design • Video: cameras to equipment or professional shoots and production costs • Talent: you may want actors, models, extras or influencers • Copywriting: this can be services or hired staff to write social media posts, scripts, website copy, newsletters • Translator: if you target a global audience you may want to serve content in multiple languages
Software and Tools
• Search engine optimisation (SEO) and keyword research • Content hosting • Editing tools • Project management systems • Social media management platform • Marketing automation • Analytics tools
Paid Advertising
• Facebook Ads (most popular) • Facebook Messenger Ads (increasing as personalisation and connection become apriority on social med) • Instagram Ads (creative images required - again not costly to run ads but high-qualityimages may be) • LinkedIn Ads (ideal for B2B) • Pinterest Ads (Smaller audience - good for niche) • YouTube Ads (Video - while ads are not necessarily expensive to run - production maybe costly) • TikTok Ads (minimum ad spend of $500 required) • Yelp Ads (expensive) • Snapchat Ads (minimum ad spend of $3000 required)
Paid partnerships
• Influencer campaigns • Co-branded campaigns
raining
• Latest trends • Strategies • Platform capabilities • Social media marketing conferences • Webinars • eBooks • Workshops • Courses
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Social media management
• Management - scheduling, publishing, listening, engaging • Audience research and growth • Strategy and analytics • Content creation • Campaigns and promotions
Marketing budgets by industry
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Marketing expenses by industry
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Operational budgeting techniques Affordable budget Set your budget according to what you think the company can afford.
Pros Cons
Won’t overspend on budget Limited when meeting customer needs
Percentage of sales budget Calculate your budget as a percentage of your sales.
Competitive parity budget Budget is based on competitors actions and is guided by how much competitors spend.
Objective and task budget Define specific objectives and the tasks that are required to achieve these objectives and how much they will cost to carry out.
Pros Cons
Won’t spend more than percentage Doesn’t cater for changes in market conditions
Pros Cons
Match your competitor in terms of spend Marketing targets and positioning strategies may be different
Pros Cons
Defines goals and cost of achieving goals May be costly and is difficult to link to outcome
The ideal budget is one where marginal or incremental increases in sales are just equal to the marginal expenditures in the marketing mix.
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Traditional budget Start with a sum and then allocate that sum to different categories.
Flexible budget Assign an amount to each category but if depleted it can be filled by another category.
Zero budget All categories start at zero and you add as you need to, to that budget by justifying the cost.
Budgeting tips
• Focus on specific elements of your strategy, prioritise certain elements of your strategy based on what you want to achieve; • Audience • Channel • Popular content • Trends • Top goals
• If you have a small budget run ad-hoc marketing programmes that focus on proven tactics • Hold back up to 10% of your budget to handle unexpected marketing events or to put towards unforeseen
opportunities
Pros Cons
Defined budget allocation for all necessary tasks Once that category budget is depleted you can’t do anything else
Pros Cons
Run out of money in one category you can take from another
You may not know whether you will need that additional budget in a certain category
Pros Cons
Allocate budget based on justification May not have access to budget for certain categories