social media marketing course workbook...• facebook advertising o objectives o campaign o ad sets...

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Social Media Marketing Course Workbook (This workbook is designed to be used with the Social Media Marketing Course.)

1 INTRODUCTION

1.1 PRINCIPLES OF DIGITAL AND SOCIAL MEDIA


1.2 6-STEP SOCIAL MEDIA CAMPAIGN MANAGEMENT PROCESS

Social media marketing (SMM) is a form of Internet marketing that utilizes social networking websites as

a marketing tool. The goal of SMM is to produce content that users will share with their social network to

help a company increase brand exposure and broaden customer reach.

• Customer Avatars

• Company Audit

• Competitor Analysis • Marketing objectives:

o Awareness

o Engagement

o Conversion

o Loyalty

• Map to digital funnel

• Tracking via URL

• Contagious Content:

o Social Currency

o Triggers

o Emotion

o Public

o Practical Value

o Stories

• Blogging Best Practices

• Facebook Best Practices

• Instagram Best Practices

• LinkedIn Best Practices

• Facebook advertising

o Objectives

o Campaign

o Ad Sets

o Ads Creation

• Social Media Promotions:

o Lead Magnets

o Contests

• Landing Pages

• Facebook Insights

o Fans growth

o Engagement

o Sharing

• Online Advertising Terms

(Impressions, Clicks,

CPM, CPC, CTR, CPE,

ROAS, etc)

• Computing social media

ROI

• Managing Online

Communities

• Creating Content

Calendar and Schedules

• Influencer Engagement


2 DISCOVER CURRENT SITUATION

Like any strategic marketing process, it is important for social media marketers to discover their current social media marketing environment and operating landscape. Doing so helps you to determine what your current social media position is, who your customers are and what they are interested in, and how your competitors rank relative to your business or brand.

2.1 FIVE DIMENSIONS OF A CUSTOMER AVATAR

Demographics (Consumer)

• Age • Gender • Marital Status • Family Size

• Household Income • Employment Status • Education • Ethnicity and Religion

Demographics (Business)

• Buyer Demographics • Position in Company • Type of Industry • Company Size • Location/ Region

• Company Revenue • Stage of Company/ Size (eg start-

up, Small Medium Enterprise, MNC etc)

• Decision Making Process

Psychographics

• Values and Beliefs • Interests • Opinions (What’s their stand on

issues?)

• Attitudes (What is their outlook in life?)

• Behaviours (Social or Lone Wolves?)

Online Behaviours What are they searching for? (Intent) • Google Trends

(http://trends.google.com) • SEMRush

(http://www.semrush.com)

What do they share? (Buzz) • BuzzSumo

(http://www.buzzsumo.com) • Google Alerts

(http://www.google.com/alerts)

Purchase Behaviours

Types of Product/ Services • Frequency of Purchases • Distribution Channels • Costs of Purchases

Pain Points & Solutions

What are the major pain points faced by your customer? How do they feel? (Experience) • Google Reviews • Facebook Reviews/ Comments • Customer Feedback How can you solve them using content?

http://trends.google.com/

http://www.semrush.com/

http://www.buzzsumo.com/

http://www.google.com/alerts)


2.2 CUSTOMER AVATAR BUILDING

2.2.1 B2C CUSTOMERS (CONSUMERS)

DESCRIBE CUSTOMER: _______________________________________________

AGE

GENDER MARITAL STATUS/ FAMILY TYPE

HOUSING TYPE

INCOME EDUCATION

INTERESTS (EG NATURE, GADGETS)

BELIEFS (RELIGION, CAUSES)

LIFESTYLE (EG ACTIVE)

PRODUCT/SERVICE USE FREQUENCY & OCCASION

PURCHASE BEHAVIOURS SOCIAL SHARING? FREQUENCY?

COMPETITOR BRANDS?

ANY OTHER CHARACTERISTICS? (EG BRANDS, CULTURE, ETC)

WHAT ARE THE PAIN POINTS THAT MY CUSTOMER EXPERIENCE? 1) 2) 3)

HOW DOES MY PRODUCT/SERVICE ADDRESS THOSE PAIN POINTS? 1) 2) 3)

POSSIBLE SOCIAL MEDIA TOPICS (FOCUS ON PAIN POINTS) POSSIBLE SEARCH KEYWORDS OF INTEREST (SOLUTION FINDING)


2.2.2 B2B CUSTOMER (BUSINESSES)

DESCRIBE CUSTOMER: _______________________________________________

DEMOGRAPHICS (EG AGE, FAMILY STATUS, INCOME, ETC)

POSITION IN COMPANY AND DEPARTMENT

TYPE OF BUSINESS

SIZE OF COMPANY (EMPLOYEES)

STAGE OF COMPANY (EG STARTUP, SME, LARGE COMPANY)

DECISION MAKERS

QUALITY CONSIDERATIONS

SIZE OF PURCHASE FREQUENCY OF PURCHASE

HISTORICAL INSIGHTS

COMPETITOR BRANDS

WHAT ARE THE PAIN POINTS THAT MY CUSTOMER EXPERIENCE? 1) 2) 3)

HOW DOES MY PRODUCT/SERVICE ADDRESS THOSE PAIN POINTS? 1) 2) 3)

POSSIBLE SOCIAL MEDIA TOPICS (PAIN POINT/ CONCERNS) POSSIBLE SEARCH KEYWORDS OF INTEREST (SOLUTION FINDING)


2.3 UNDERSTAND YOUR SOCIAL MEDIA CHANNEL

2.3.1 Create a Social Media Audit Template

• Profile info (name and URL)

• Posting frequency

• Fan/ Follower count

• Views/ Visitor traffic

• Referral traffic to your website

• Engagement Likes, Comments, Shares

2.3.2 Find Your Best & Worst Social Channel

• Do a complete review of all the social media profiles you have.

2.3.3 Which Social Media Profile is the best or worst?

• Referring visitor traffic to your website or blog?

• Engaging your target audiences or community members?

• Spreading your content across the different social networks?

• Growth rates in terms of fans?

2.3.4 Identify Top Performing Content Types

• Videos

• Promotions

• Educational/ information

• Entertainment

• News

• Rich media (images and gifs)

• Infographics

2.3.5 Ensure Consistent Branding

• Types of photos or images used

• Logo placement and colours

• Descriptions of your brand or organisation

• Naming (best to just use one name if possible) and URL

• Contact details


2.4 COMPANY – SOCIAL MEDIA AUDIT

2.4.1 Social Channel Performance (monthly)

Channel URL Profile Name

Followers Posting Frequency

Views/ visitors

Referral Traffic (monthly)

Audience Growth (% change/ month)

% change last year

Facebook

Twitter

LinkedIn

Instagram

…..

2.4.2 Performance and ROI of Each Channel (monthly)

Channel #Posts #Comments #Re-tweets/ Shares

#Favourites/ Likes/ Reactions

Conversation Rate (# comments per post)

Amplification Rate (# RTs/Shares per post)

Applause Rate (# Favs/Likes/+1s per post)

Facebook

Twitter

LinkedIn

Instagram

…..

2.4.3 Top Performing Social Posts

Channel Top post (incl URL and description)

2nd post (incl URL and description)

3rd post (incl URL and description)

Facebook

Twitter

LinkedIn

Instagram

…..

2.4.4 Consistent Branding?

Channel Yes/No Areas of Improvement Needed

Action By/ Date

Facebook

Twitter

LinkedIn

Instagram

…..


2.5 COMPETITOR ANALYSIS AND BENCHMARKING

2.5.1 Benefits of Analysing Competitors

• Learn best practices

• Set more realistic benchmarks

• Determine appropriate social channels to invest time, money and energy

• Evaluate what worked – and what didn’t

2.5.2 Identify Your Competitors

• Type your industry or product category name into Google/search engines. Also see the

search ads that emerge.

• Use tracking tool like BuzzSumo or Epictions Epicbeat or Social Mention. Which brands

emerge first when specific categories are typed in?

2.5.3 Check Out Their Web Content

• Check out their website using SimilarWeb.com. List down the following:

o Country Rank

o Category Rank

o Sources and breakdown of web traffic

o Top referring websites

o Top destination websites

o Social channels traffic

• Use SEMRush.com to gauge competitor websites in terms of:

o Total no of backlinks

o Top organic keywords

o Top organic competitors


• Check out blog posts or listings that highlight the top brands in specific industries (eg

Socialbakers)

2.5.4 Study Their Social Media Channels

• Brand Identity

• Influencers

• Content

• Created versus Curated Posts

• Frequency

• Campaigns

• Determine Their Fan to Follower Rate

• Measure Their Engagement Rate with Fans

• Month-over-Month Percentage Growth

2.5.5 Check Out Their Blog & Website

• Are your competitor’s websites or blogs ranking well on Google for certain keywords?

• Do their websites load quickly? Are they responsive? (use Google PageSpeed Insights,

https://developers.google.com/speed/pagespeed/insights/)

• Are their websites optimized for social media? Do they have social sharing buttons?

• Test their social network rich snippets.

2.5.6 Do a Side-by-Side Comparison

• Engagement

• Growth

• Most-used Content Sources and Keywords

• Top Posts

• Frequency

• Engagement by Day and Time

• Post Type and Supporters

https://developers.google.com/speed/pagespeed/insights/


2.6 COMPETITOR INTELLIGENCE

2.6.1 Competitor Set Up and Posts

Social Network: ______________ (eg Facebook)

Brand Types of content (eg mostly photos, some videos)

Created vs curated posts

Frequency Most popular posts/ campaigns

Least popular posts/ campaigns

Your Company

Competitor 1

Competitor 2

2.6.2 Fan To Follower Ratio and Engagement Rates


Brand Followers to Following Ratio

Average Engagement/Post

Average Eng/Follower

Your Company

________Likes _____%

______Comments _____%

______Shares _____%

Competitor 1

________Likes _____%

______Comments _____%

______Shares _____%

Competitor 2

________Likes _____%

______Comments _____%

______Shares _____%

2.6.3 Month-over-Month Percentage Growth


Brand Followers Month _________ Likes

Month________ Growth

Your Company

_____%

Competitor 1

_____%

Competitor 2

_____%


2.6.4 Google, Blog, Website and Paid Advertising

Brand Optimized for mobile?

Websites ranking for keywords (ie SEO)?

Social media optimized (eg sharing buttons)?

Paid Media Activity (eg FB ads, Google Ads)?

Your Company

Competitor 1

Competitor 2

EXERCISES

Use SimilarWeb and SEMRush to compare against your competitor website

Use Social Bakers/Fanpage Karma to do a social media audit

Compare against your chief competitor. Share insights with class.


3 DEFINE SOCIAL MEDIA MARKETING OBJECTIVES

The old adage “You cannot manage what you do not measure” is especially true in the age of

digital and social media. Every single step of your social media marketing activity can be

monitored, tracked and quantified. Identify Marketing Problem

3.1 DETERMINE MARKETING OBJECTIVES AND METRICS

3.2 MATCH TO YOUR DIGITAL MARKETING FUNNEL


3.3 UNDERSTAND GOOGLE ANALYTICS AND URL BUILDER

3.3.1 Types of Google Analytics Reports

• Audience: Demographics, Interests, Locations, Language, Behaviours, Technology

used

• Acquisition: Traffic sources, broken down by channels and sources/medium, PPC

campaigns, and SEO

• Behaviour: Behaviour flow of your visitors, including top entry pages, top exit pages,

search terms, etc.

• Conversions: Linked to Goals which you’ve set up.

3.3.2 Useful Links and Tools

• The Absolute Beginner’s Guide to Google Analytics

https://moz.com/blog/absolute-beginners-guide-to-google-analytics

• Google Analytics URL-Builder

https://ga-dev-tools.appspot.com/campaign-url-builder/

• Link Shortener Service

bit.ly

https://moz.com/blog/absolute-beginners-guide-to-google-analytics


https://bitly.com/


3.4 SET SOCIAL MEDIA MARKETING GOALS AND OBJECTIVES

Establish SMART (Specific, Measurable, Attainable, Realistic and Time-bound) goals and

objectives.

Objectives (eg Grow Facebook Community)

Metrics/KPIs (eg # of new fans)

Targets (eg 20% increase by 2016)

Check that your KPIs are either awareness, engagement, conversion or loyalty KPIs.

3.5 MAP TO DIGITAL MARKETING FUNNEL Map your current metrics to your digital marketing funnel, and establish what your desired

performance would be.

CURRENT METRICS

DESIRED METRICS


EXERCISE

1) Create Trackable URL with following parameters:

• Campaign Source: Facebook

• Campaign Medium: PPC

• Campaign Name: Social Promotion

2) Shorten using bitly if necessary

3.6 USING FACEBOOK INSIGHTS These are performance indicators available in Facebook Insights:

• Page Likes – Measure of engagement

• Post Reach – Number of unique people who have seen your posts over the last week

• Impressions – Number of times a content appears to a person

• Engagement – Are they liking, commenting, sharing or clicking to see more?

• Recent Post Engagement – Analyze your five most recent posts to see which worked

best/worst.

• Pages to Watch – Track your competitor pages

• Suggested Pages to Watch – Picked by Facebook Insights

Indicator Before After

Page Likes

Growth Rate (Fans)

Average Reach

Average Impressions

Average Engagement Per Post

Engagement Rate Per Post (Organic)

Engagement Rate Per Post (Boosted)


4 DEVELOP SOCIAL MEDIA CAMPAIGN CONTENT

What is the most challenging part of social media marketing campaigns? Creating social media

content itself, and ensuring that whatever you have written, photographed, or designed will “go viral.”

4.1 CAMPAIGN MESSAGES – 6 STEPPS TO VIRALITY

Social Currency remarkability, game mechanics, make people feel insiders

Triggers eg specific days, seasons, phrases, daily activities and events

Emotion high arousal awe, excitement, amusement, anger, or anxiety

Public increase public visibility, social proofs

Practical Value useful information, incorporate psychology of deals

Storytelling use of a story as a “Trojan’s Horse” to convey message

EXERCISE Work in your groups to come out with 2 ideas for your content. Each idea to cover at least 2

STEPPS.

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________


4.2 MASTERING FACEBOOK Used by over 1.55 billion users around the world, Facebook is the most popular social networking

site on the planet. Almost everybody is on Facebook – teens, youths, adults, and seniors. Here are

some exercises to help you achieve greater mastery on Facebook.

4.2.1 Examples of Facebook Post

4.2.2 Guidelines to Mastering Faceboook

Ensure that you follow the guidelines below for creating successful Facebook posts:

• Keep It Short (mostly)

• Post with Images

• Post Native Videos

• Be natural and witty

• Ask Questions Linked to Your Brand


EXERCISE

Create Facebook Posts

Using tools like Canva or Powerpoint, create a Facebook Post based on the following parameters:

a) Facebook post one. Type of post: ______________________

Caption (140 characters or less):

______________________________________________________________________

_______________________________________________________________________

Photo (paste below)

Any link? If so, cut and paste the link here and check social snippets for reproduction quality


4.3 MASTERING INSTAGRAM Instagram is the world’s fastest growing visual social network. It is also the youngest social

network in terms of users. In this section, you will learn to create Instagram accounts and posts

4.3.1 Example of Instagram Account

4.3.2 Example of Instagram Post


4.3.3 Guidelines to Mastering Instagram

Ensure that you follow the guidelines below for creating successful instagram posts:

1. Publish Regularly 2. Engage to grow influence 3. Use Hashtags to grow influence 4. Use influencer analytics and metrics 5. Sign up for an automated platform

EXERCISE

Create Instagram Post

Using tools like Canva or Powerpoint, rreate one Instagram photo with overlay text. Write appropriate caption and hash tags.

Caption: _______________________________________________________________________

______________________________________________________________________________

Hashtags: _____________________________________________________________________


4.4 MASTERING LINKEDIN (COMPANY)

4.4.1 Creating Company LinkedIn Page

Company pages on LinkedIn help to bring life to a brand. They are often the first place a member

lands to see a company’s status updates, latest blog posts written by thought leaders within the

business (whether on LinkedIn Pulse or the company’s own blog/website), as well as other

updates.


Cover Image

Company Overview The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Together with our bottling partners, we rank among the world's top 10 private employers with more than 700,000 system associates. Led by Coca-Cola, one of the world's most valuable and recognizable brands, our Company's portfolio features 20 billion-dollar brands, including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia, Dasani, FUZE TEA and Del Valle. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of more than 1.9 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint; support active, healthy living; create a safe, inclusive work environment for our associates; and enhance the economic development of the communities where we operate. For more information, visit Coca-Cola Journey at www.coca-colacompany.com, follow us on Twitter at twitter.com/CocaColaCo, visit our blog, Coca-Cola Unbottled, at www.coca-colablog.com, or find us on LinkedIn at www.linkedin.com/company/the-coca-cola-company.

Specialties Beverages

Website http://www.coca-colacompany.com

Industry Food & Beverages

Type Public Company

Headquarters One Coca-Cola Plaza Atlanta, GA30313 United

States

Company Size 10,001+ employees

Founded

Here are some positive examples:

• Walt Disney (http://lnkd.in/WaltDisney )

• IT Media Group (http:///lnkd.in/ITMediaGroup )

https://www.linkedin.com/redirect?url=http%3A%2F%2Fwww%2Ecoca-colacompany%2Ecom&urlhash=RDbc

http://lnkd.in/WaltDisney

http://lnkd.in/ITMediaGroup


Careers Tab

Companies can promote specific jibs, highlight their awards, showcase their best employees, and

even determine various career paths available within the firm. This helps them to convey their

corporate story by allowing them to share their mission, vision and goals.

Careers

WHY WORK AT THE COCA-COLA COMPANY?

We’re recognized as the world’s most valuable brand, but what we value most is our people. We’re looking

for the best and brightest who can help us inspire moments of happiness through our brands and actions.

Think that sounds like you? Discover the opportunities that await.

• •

• Top Ten Reasons to Work at Coke!

• Search Jobs

• Internships

• Military Veterans

• Canada Residents

https://www.linkedin.com/company/the-coca-cola-company/redirect?url=http%3A%2F%2Fwww%2Ecoca-colacompany%2Ecom%2Fcareers%2Fwhy-work-at-the-coca-cola-company&urlhash=LRs9&t=ABOUT_COMPANY&trk=biz_ac_link

https://www.linkedin.com/company/the-coca-cola-company/redirect?url=http%3A%2F%2Fwww%2Ecoca-colacompany%2Ecom%2Fcareers%2Fcareer-opportunities-job-search&urlhash=dlil&t=ABOUT_COMPANY&trk=biz_ac_link

https://www.linkedin.com/company/the-coca-cola-company/redirect?url=http%3A%2F%2Fwww%2Ecoca-colacompany%2Ecom%2Fcareers%2Finternships&urlhash=UgIR&t=ABOUT_COMPANY&trk=biz_ac_link

https://www.linkedin.com/company/the-coca-cola-company/redirect?url=http%3A%2F%2Fwww%2Eenjoycareers%2Ecom%2Fen%2Fmilitary%2F&urlhash=05HY&t=ABOUT_COMPANY&trk=biz_ac_link

https://www.linkedin.com/company/the-coca-cola-company/redirect?url=http%3A%2F%2Fwww%2Eenjoycareers%2Ecom%2Fen%2Fcanada%2F&urlhash=2pxG&t=ABOUT_COMPANY&trk=biz_ac_link


4.4.2 Best Practices in LinkedIn Posts

Much of what you’ve learned for Blogs and Facebook applies to LinkedIn too. LinkedIn’s Pulse

allows you to create your own blog post on LinkedIn’s profile, and is an effective way to establish

thought leadership on LinkedIn for B2B businesses.

The key thing to note here is that LinkedIn is a B2B and Professional Network. Thus, it is

important to weave whatever emotional triggers you may have for your content to a professional

context.

Curate Articles by Thought Leaders

Thought Leaders in my industry: ___________________________________

Potential Articles:

Thought Leader: (eg Bill Gates)

Article 1 Selected

Link to Article:

Provide Valuable Professional/Business Advice or Tips

LinkedIn is partial towards content that help users to solve professional challenges, especially

those related to HR, leadership, personal development, career development, and personal

branding.

Useful Topic/Keywords:

Infographic Title:

Link to Infographic:


Trending News Articles/Newsjacking

Like Facebook, Twitter and other social channels, LinkedIn is partial towards trending news.

Trending Topics/Keywords:

Article 1 Title:

Link to Article:

EXERCISE

Generate LinkedIn Content Ideas

List down 5 LinkedIn pieces of content that you can create or curate:

• Thought Leader

• Trending news articles/newsjacking

• Business advice or tips


4.5 HOW TO BLOG LIKE AN INFLUENCER

4.5.1 Guidelines to Mastering Blog

Ensure that you follow the guidelines below for creating successful blogs:

1. Write Keyword-rich and Emotion-laden Headline

2. Turn on Emotion

3. List Post Work!

4. Use the [Bracket]

5. Focus on Your Lead In

6. Use Figures of Authority


EXERCISE

Write a short 300-words blog post (about 3 paragraphs or so) from one of the possible following

topics. Use one or two of the STEPPS above to craft your post:

1. How to solve your customer’s biggest pain point

2. The latest findings in your industry

3. An emotionally arousing testimonial by a fictitious customer

Create a minimum of 3 sub-heads/ points

Headline

Hero Image (Cut and Paste here)

Lead-in Sentence (ie first line of first paragraph)

Introductory Paragraph

Sub-Head 1

Paragraph 1 (feel free to add more images/ videos)

Sub-Head 2


Sub-Head 3


Concluding Paragraph

Optional: CALL TO ACTION (Action-Oriented Text, Showcase Product, Urgency)?


5 DELIVER SOCIAL MEDIA PROMOTIONS AND OFFERS

At this stage, you need to create social media promotions, design landing pages to convert visitors

and fans into leads and customers, and amplify your efforts through advertising on channels like

Facebook. Chapter objectives are as follows:

• Develop the right sales promotion mechanics

• Understand the legalities concerning social media promotions and advertisements

• Develop a landing page using a platform like Wishpond

• Create appropriate advertising messages for social media campaigns

• Work with social influencers and sponsored content channels

5.1 ANATOMY OF FACEBOOK AD


5.2 CREATING FACEBOOK ADS If you’re considering advertising, you need to work out the following stages (if not already done):

a) Advertising Objective/goal

______________________________________________

b) Target Audiences (specifically for ads)

Location

Demographics

Interest

Behaviour

Connections

c) Content and Offer

Facebook ads need to feel natural and organic, even though they are interruptive in nature.

• Craft for Your Customer Avatars

• Create Your Hook/ Offer

• Ask Questions

• One Call-To-Action (CTA)

• Highlight Benefits Upfront

• Check for 20% Text Rule

• Maintain Good Ad Scent


EXERCISE

Create Your Facebook Ad!

1. Choose an image

2. Design with a suitable overlay on Canva

3. Use Ad Parlor to create mockup ad

SOCIAL INFORMATION (eg Likes, Shares, Comments)

BUSINESS NAME

TEXT (CAPTION)

IMAGE OR VIDEO

LINK SNIPPET COPY HEADLINE: LINK TEXT: URL:

CALL TO ACTION (BUTTON)


5.3 SOCIAL MEDIA PROMOTION MECHANICS Giveaways and other incentives seek to achieve greater conversion of your customers along the

buying cycle - from visitors to leads, leads to prospects, prospects to customers, and customers to

advocates.

5.3.1 Anatomy of a Contest

EXERCISE Develop a Social Promotion

Promotion Mechanics Selected Channels

Terms & Conditions (eg Dates, Rules) Type of Prizes


5.3.2 Types of Promotion Mechanics

Giveaways & Freebies

Limited Time Trials

Freemium Model (eg Skype)

Special Offers & Coupons

Contests

a) Lucky Draws

b) Voting or Polling Contest

c) Photo Contest

d) Photo Caption Contest

e) Story Writing Contest

f) Video Contest

Exclusive Event Invites

5.3.3 Social Media Platforms and Channels

Which platform/s would you be using for your campaign and why?

Platform and Channel

Why do you choose this channel? (target audience, media formats, mobile friendliness, space, virality, audience reception, etc)

Brand/Company website

Landing Page

Facebook

Twitter

LinkedIn

Instagram

YouTube

….

5.4 CAMPAIGN LEGALITIES Don’t miss these important details in your social media campaign!

5.4.1 Legal Considerations

I have read the following guidelines for running contests:

Social Channels

• Facebook: https://www.facebook.com/page_guidelines.php#promotionsguidelines • Twitter: https://support.twitter.com/articles/68877# • Pinterest: https://about.pinterest.com/en/acceptable-use-policy • Google+: https://www.google.com/+/policy/contestspolicy.html • Instagram: https://help.instagram.com/179379842258600 • LinkedIn: https://www.linkedin.com/legal/pop/pop-sas-guidelines#gambling • YouTube: https://support.google.com/youtube/answer/1620498?hl=en

https://www.facebook.com/notes/addicted-to-networking/contestgiveaways-facebook-rules-/291002507596530/

https://www.facebook.com/page_guidelines.php#promotionsguidelines

https://support.twitter.com/articles/68877?lang=en

https://support.twitter.com/articles/68877

https://business.pinterest.com/en/brand-guidelines

https://about.pinterest.com/en/acceptable-use-policy

https://www.google.com/+/policy/contestspolicy.html

https://www.google.com/+/policy/contestspolicy.html

https://help.instagram.com/393313264071311/

https://help.instagram.com/179379842258600

https://www.linkedin.com/legal/pop/pop-sas-guidelines#gambling

https://www.linkedin.com/legal/pop/pop-sas-guidelines#gambling

https://support.google.com/youtube/answer/1620498?hl=en


Singapore Legislation

• Advertising Standards Authority of Singapore (ASAS) guidelines on social media promotions and contests: https://asas.org.sg/LinkClick.aspx?fileticket=g_WIcGssJMw%3D&portalid=0

• Singapore Consumer Protection Act: http://statutes.agc.gov.sg/aol/download/0/0/pdf/binaryFile/pdfFile.pdf?CompId:203bb079-f989-442b-814d-0c1b72e542b6

• Singapore Police Force’s online application for Lucky Draw Permit and Licenses: http://www.police.gov.sg/e-services/apply/licenses-and-permits

5.5 SOCIAL MEDIA LEAD NURTURING AND LANDING PAGES

Which stage are your customers at? ________________________________________

Where are the media channels that your campaign message/s will appear on?

Display advertisements on websites,

blogs and apps

Advertorials on ____________

websites

Google AdWords ads

Blog post on website

Facebook posts (and ads)

Tweets

Instagram posts

Emails

E-newsletters

Others ________________________

https://asas.org.sg/LinkClick.aspx?fileticket=g_WIcGssJMw%3D&portalid=0

http://statutes.agc.gov.sg/aol/download/0/0/pdf/binaryFile/pdfFile.pdf?CompId:203bb079-f989-442b-814d-0c1b72e542b6

http://statutes.agc.gov.sg/aol/download/0/0/pdf/binaryFile/pdfFile.pdf?CompId:203bb079-f989-442b-814d-0c1b72e542b6

http://www.police.gov.sg/e-services/apply/licenses-and-permits


5.5.1 Anatomy of a Landing Page


EXERCISE

Create Your Landing Page

Use the grids below to create your landing page (B2B). Include a lead magnet.

HERO IMAGES (Please insert)

Lead Capture Form ___________________________ ___________________________ ___________________________ ___________________________

HEADLINE

Sub headline (if needed)

Body Copy (maximum 3 short paragraphs, include customer benefits)

CALL TO ACTION (Action-Oriented Text, Showcase Product, Urgency)

Insert “Click Triggers” (eg testimonials, research data, awards, endorsements)

Insert “Social Proof” (eg number of Likes, Shares etc)

Insert Call To Action (CTA) Button


6 MEASURE SOCIAL MEDIA MARKETING ROI

In this chapter, you will have learned key techniques to better manage and measure your social

media marketing ROI.

6.1 SOCIAL MEDIA ADVERTISING METRICS [EXCEL SPREADSHEET] What would be the most suitable advertising metrics for your brand or product?

Metric Formula

Cost Per Thousand Impression (CPM) Total Cost of Advertising ($) ----------------------------------------

Total impression/1000

Cost Per Click (CPC) or Pay Per Click (PPC)

Total Cost of Advertising ($) ----------------------------------------

Number of Ads Clicked

Click Through Rate (CTR) Clicks ------------------- Impressions

Cost Per Action (CPA), Cost Per Engagement (CPR) or Cost Per Result (CPR)

Total Cost of Advertising ($) -----------------------------------------

Number of Action

Conversion Rate (CR) Number of people who took Action ------------------------------------------------------- Number of people who clicked on the ad

Return On Ad Spend (ROAS) Profit from ad campaign -------------------------------------

Cost of ad campaign

Value Per Visitor Sales x Value per sale ad campaign ---------------------------------------------------

No of Visitors


EXERCISE

Calculate Social Advertising Metrics

You invested $3,000 on Facebook ads, $2,500 on an eBook (lead magnet), $500 on a landing

page, and $500 on an email campaign.

Your ad campaign received 100,000 impressions. Out of this, you received 2,000 clicks (web

visitors) out of which 500 downloaded your eBook. After your email campaign, 100 of the

downloaders became your customers spending $200 each.

Items Workings

a) Total revenue from campaign

b) Total costs

c) CPM (based on total costs)

d) Cost Per Click (CPC)

e) Click Through Rate (CTR)

f) Cost Per Lead/Download

g) Conversion Rate for Landing Page

h) Return On Ad Spend (ROAS)

i) Value Per Visitor


6.2 SOCIAL MEDIA TACTIC COSTS [EXCEL SPREADSHEET] Use the formulae below if you are stuck in trying to derive the individual cost components above.

Add them together and you can find out what your cost per acquisition is.

1) Labour:

▪ Estimated _____(#) internal [ role ] resources at _____(#) hrs/week at a rate of $____ / hr.

▪ Estimated _____(#) external [ role ] resources at _____(#) hrs/week at a rate of $____/ hr.

(Consider consultants, contractors, IT developers/support, designers, copywriters, legal reviews,

paid spokesperson fees, etc.)

2) Software / Online Tools:

▪ Brand monitoring or social listening services at a total of $_______ / year.

▪ Miscellaneous online accounts/subscriptions/tools totaling $_______ / year.

(Consider social analytics, social sign-on, ratings/reviews tools, YouTube paid account, video

editing software, mobile app downloads, image subscriptions, etc.)

3) Equipment:

▪ Video and webinar equipment and supplies totaling $_______ / year.

▪ Miscellaneous hardware totaling $_______ / year.

(Consider tablets for live blogging events, smartphones for non-personal social accounts, video

cameras for interviews, video or photo shoot staging supplies/fees, etc.)

Note: Equipment cost estimates get a little more complex to quantify if you consider depreciation,

lifetime asset value, split allocation over multiple projects, etc. Use your best judgment to decide

what’s practical to factor in for the cost.

4) Promotional Costs:

▪ PPC Ads: Estimated _____(#) clicks at $_____(CPC) display or ad costs.

▪ Emails: Estimated _____(#) emails at $_____ per 1,000 sent plus $______ email provider

or creation fees.

(Consider social ads, sponsored tweets, emails announcing social promotions, etc.)

5) Training:

▪ Estimated _____(#) annual training events for _____(#) resources at $_______ each.

▪ Estimated _____(#) up-front one-time group training events at $_______ each.


6.3 CALCULATING CUSTOMER LIFETIME VALUE (LTV) [EXCEL SPREADSHEET] Use the calculator to work out the average LTV for your business. The figures are from the

example given, and can be easily removed and substituted with your own figures. You can also

increase or decrease any of the variables.

1) Calculate Average Customer Value Per Year

Customers

Purchases Per Year

Average Order Value

Total Spend

2) Segment Your Customer Groups by Profitability

Social Media Customers Offline Customers

Purchases Per Year 4 2

Average Order Value $70 $5

Total Revenue $280 00

Gross Profit Margin 10 10

Gross Profit $2

3) Include Your Cost Per Acquisition (CPA)


Gross Profit $28 $10

Acquisition Cost $8 $

Net Profit $

4) Work Out Your Customer Lifetime Value


Life Expectancy (Year) 3 years 2 years

Net Profit Per Year 10% 10%

Lifetime Net Profit $76 $16


EXERCISE

Calculate Lifetime Value (LTV)

Calculate average customer LTV of a coffee shop operator:

• Purchases per week: 1

• Average value per transaction: $8

• Gross profit margin: 20%

• Cost per acquisition: $50

• Life expectancy: 5 years

Items

Workings

Purchase value per week

Lifetime revenue (5 years)

Gross profit margin

Lifetime Gross Profit

Cost Per Acquisition

Customer Lifetime Value (Net Profit)


6.4 HOW TO CALCULATE SOCIAL MEDIA ROI [EXCEL SPREADSHEET] Complete the 6-step process for determining and measuring Social ROI

a) Set Your Social Media Goals:

Awareness: _________Reach or _________Views

Engagement/Consideration: ___________ Engagement, Likes, Comments, Clicks

Conversion: ______________Leads generated, sign ups, downloads of a whitepaper

Advocacy/Loyalty: ________________Customer Life Time Value, Shares/Retweets, Blog

Posts

b) Track Social Media Goals

What metrics should you use?

Reach _____________followers/ fans/ members

Traffic _____________ visitors/ page views to website

Leads _____________ (no of leads)

Customers _____________ (no of customers)

Click Through Rate (CTR) ______________ (click throughs)

Conversions ___________ (conversion rate)

Others _________________

Use an analytics software to track, eg Google Analytics

Or improve your performance on social media, eg Facebook


c) Estimate Dollar Value for Goals Achieved

Calculate the value of each goal per channel. Use historical data or guesstimate

Facebook: _____________________Total Benefits: ____________________________________

Twitter: _______________________ Total Benefits: ____________________________________

LinkedIn: _______________________ Total Benefits: ___________________________________

Instagram: ______________________ Total Benefits: ___________________________________

YouTube: _______________________ Total Benefits: __________________________________

Others : ________________________ Total Benefits: __________________________________


d) Determine Total Costs

Work out the total costs for each channel…

Social Media Channel

Advertising Costs

Labour Hours/ Consultancy

Labour Cost Per Channel

Other Costs (eg tools)

Total Cost Per Channel

Facebook

LinkedIn

Twitter

Instagram

Pinterest

TOTAL

e) Analyse Results and Improve

Measure ROI using formula:

Social Media Channel

Benefits Costs Benefits-Costs Costs

ROI

Facebook

LinkedIn

Twitter

Instagram

Pinterest

TOTAL


EXERCISE

Compare Social ROI

Compare Social ROI for Facebook and Instagram for the same coffee shop operator based on the

following:

• Manpower Costs at $50 per hour

• Landing page with opt-in downloads (Croissant recipe!)

• 1 in 10 downloads become customer

• Customer LTV of $366

Facebook Instagram

1,000 downloads 800 downloads

Facebook Ads $10,000 Instagram Ads $8,000

Manpower 20 hours Manpower 10 hours

Content $5000 Content $3000

1) Work Out Costs Per Channel

Social Media

Channel

Advertising

Costs

Labour Hours/

Consultancy

Labour Cost

Per Channel

Content

Costs

Total Cost Per

Channel

Facebook

Instagram

2) Work Out Benefits Per Channel

Social Media

Channel No of Downloads

Value per Download (1 in 10

become customers)

Total Benefits

Facebook

Instagram

3) Derive Social Media ROI

SOCIAL MEDIA

CHANNEL BENEFITS COSTS

BENEFITS-COSTS

COSTS

ROI

FACEBOOK

INSTAGRAM


7 MANAGE SOCIAL MEDIA COMMUNITY

Like other important roles, the effective management of your social media presence requires a

team effort straddling the entire organisation. This covers social media policies, manpower roles

and PR policies and procedures.

7.1 MANAGING SOCIAL MEDIA COMMUNITY

Name of Community: ________________

Social Channel: _____________________

7.1.1 Recruit Strategy

Tactics Describe Tactics

Fresh Content Eg share useful tips on clothes shopping every Monday

Existing Sites and Communities

Contests/ Opt-in Deals

Promotional Swaps

7.1.2 Engage


Listen First Eg. Use listening tool like Buzz Sumo and brand-related keywords

Give Shout Outs

Ask Expert/ Question

Publish at Optimal Times

Customer Service

7.1.3 Sustain


Members Meet-Ups Eg Organise bi-monthly meet-ups with members at different outlets

Update Post Regularly

Establish Community Policies

Curate content from other sources

Use Social Tools

Membership Benefits

Community Manager


7.1.4 Advocate


Seek advice/ inputs from members

Share Customer Stories

Give Members a Role

Incentivise Sharing

Use Gamification

7.2 SOCIAL MEDIA CONTENT CALENDAR

7.2.1 Sample Weekly Calendar

Date: ________Week _______ Month __________Year

Day of Week/ Time

Channel Content/ Activity

Keywords & hashtags

CTA & Links Photos/Videos

Monday 6 pm

Want to impress your friends with the coolest insights ever?

#coolcampaigns Make a splash now at coolerinsights.com/social-media-campaign/

Tuesday

Wednesday

Launch of Get-a-Friend promotion (Recruit)

#CoolFriends Bring a friend to our workshop and enjoy a 20% discount!

Thursday

Friday

Campaign Duration Period

Initiation Date: _______________________

Start Date: _________________________

End Date: __________________________

https://www.google.com.sg/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwiKp4ahxp_NAhXBp48KHYJ6BdIQjRwIBw&url=http://www.bewselectricalappliances.co.uk/&bvm=bv.124272578,d.c2I&psig=AFQjCNFOoxc_AdBlG59xK8A_J9ybvh9EOw&ust=1465719895222292

https://www.google.com.sg/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjJq-X_xZ_NAhXFs48KHSwoDKAQjRwIBw&url=https://aimeejoseph.wordpress.com/2015/02/20/a-splash-or-a-ripple/&psig=AFQjCNHpw60Dx1gxnYGd5IFS9qzBQrnniA&ust=1465719815520930

https://www.google.com.sg/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwiKp4ahxp_NAhXBp48KHYJ6BdIQjRwIBw&url=http://www.bewselectricalappliances.co.uk/&bvm=bv.124272578,d.c2I&psig=AFQjCNFOoxc_AdBlG59xK8A_J9ybvh9EOw&ust=1465719895222292


EXERCISE

Create Content Calendar

Create one week content calendar. Incorporate Community Management activities.

Day of Week / Time

Channel Content/ Activity

Keywords & hashtags

CTA & Links Photos/Videos

Monday

Tuesday

Wednesday

Thursday

Friday

Campaign Duration Period

Initiation Date: _______________________

Start Date: _________________________

End Date: __________________________


7.3 WORKING WITH INFLUENCERS

7.3.1 Five Step Process to Engage Social Media Influencers

#1 Content Fit • Cultural references

• Tone of voice (casual, chic, street, formal)

• Style (colloquial, formal)

• Language (grammar, spelling)

• Media formats (photo, video or text)

#2 Right Niche

• Select influencer with the right topic of interest or keywords in their content.

#3 Study Their Audiences

• Demographics • Psychographics • Social dynamics • Online behaviours

#4 Request for References

• Measurable Track Records • Brand-Influencer Relations • Value for Money • Reputation & Integrity

#5 Brand-Influencer Fit

• Online personality • Tone and style of writing • Competitor brands?


7.3.2 Identifying Right Influencers

Who are the influencers whom you can work with? Use the five steps below to streamline your

search.

INFLUENCER Types of content? (/10)

Niche Areas/ Categories? (/10)

Target Audiences (/10)

Reference Checks (/10)

Brand/ Influencer Fit? (/10)

Overall Score (/50)

7.3.3 Social Influencer Event

Title:

Objective:

Type of Influencer Incentive:

Social or Digital PR? ________________________ Non-monetary or in kind benefits? ___________________________ Contests? Awards? Monetary Sponsorships/ Advertorials?

Targeted Categories/ Influencers

Category 1 _____________ Influencers: _________________________________ Category 2 _____________ Influencers: _________________________________ Category 3 _____________ Influencers: _________________________________

Description of Event (Bullet Points):

Hashtags: _________________________________________________________________


7.3.4 Influencer Campaign Checklist

Check that you have incorporated the following considerations:

Evenings and weekends preferred Press release/information Food glorious food! Photo and video ops provided Appropriate hashtag for your org/campaign/brand Include gamification (contests, prizes etc) Mechanics for contests (if any) Optimal lighting for photoshoots SWAG/ goodie bag


8 REFERENCE MATERIALS

8.1 USEFUL TOOLS FOR SOCIAL MEDIA MARKETING

Social Media Analytics and Research

Social Media Buzz (ie virality of topic/content/keyword)

• Buzzsumo (http://buzzsumo.com/)

• Epicbeat by Epictions (https://epicenter.epictions.com/epicbeat/explore/)

Social Media Competitor Analysis

• Social Bakers (https://www.socialbakers.com/)

• Fanpage Karma (http://www.fanpagekarma.com/)

Search Engine Volume (SEO Keyword Research)

• Google AdWords Keyword Planner (https://adwords.google.com.sg/KeywordPlanner)

• SEMRush (https://semrush.com/)

• SpyFu (http://www.spyfu.com/)

• Keyword Tool (http://keywordtool.io/)

Web Visitorship Traffic and Performance

• Google Analytics (http://analytics.google.com/)

• Google URL Builder (https://ga-dev-tools.appspot.com/campaign-url-builder/)

• SimilarWeb (https://www.similarweb.com/)

• Kissmetrics (http://www.kissmetrics.com/)

Social Media Content Development

Image Based Content Creation

• Canva (http://canva.com/)

• Piktochart (https://piktochart.com/)

Free Sources of Photos

• Unsplash (http://unsplash.com)

• Pixabay (https://pixabay.com/)

Facebook Ad Image Checker

• Facebook Text Overlay Tool (https://www.facebook.com/ads/tools/text_overlay)

• Grid Image Checker Tool (http://www.social-contests.com/check-image/)

http://buzzsumo.com/

https://epicenter.epictions.com/epicbeat/explore/

https://www.socialbakers.com/

http://www.fanpagekarma.com/

https://adwords.google.com.sg/KeywordPlanner

https://semrush.com/

http://www.spyfu.com/

http://keywordtool.io/

http://analytics.google.com/


https://www.similarweb.com/

http://www.kissmetrics.com/

http://canva.com/

https://piktochart.com/

http://unsplash.com/

https://pixabay.com/

https://www.facebook.com/ads/tools/text_overlay

http://www.social-contests.com/check-image/


Landing Pages and Social Promotion Tools

• Wishpond (https://www.wishpond.com/)

• Lead Pages (https://www.leadpages.net/)

Social Media Advertising

• Facebook Ads Manager (within Facebook interface)

• Facebook Insights (within Facebook pages)

Social Media Metrics Calculators

• Social Networking Costs/Benefits Calculator (https://www.dragonsearch.com/digital-

marketing-resources/tools/social-networking-media-roi-calculator/)

• Social Media ROI (http://engage.twenty20.com/social-media-roi)

Social Media Management/ Scheduling

• Hootsuite (https://hootsuite.com/)

• Buffer App (http://buffer.com/)

• Postcron (http://postcron.com/)

• Sprout Social (http://sproutsocial.com/)

Social Media Policy Tool

• Social Media Policy Tool (http://socialmedia.policytool.net/)

END OF WORKBOOK

https://www.wishpond.com/

https://www.leadpages.net/

https://www.dragonsearch.com/digital-marketing-resources/tools/social-networking-media-roi-calculator/

https://www.dragonsearch.com/digital-marketing-resources/tools/social-networking-media-roi-calculator/

http://engage.twenty20.com/social-media-roi

https://hootsuite.com/

http://buffer.com/

http://postcron.com/

http://sproutsocial.com/

http://socialmedia.policytool.net/

social media marketing course workbook...• facebook advertising o objectives o campaign o ad sets...

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