Marketing D

SOCIAL MEDIA AND SOCIAL SELLING

MODULE

FOCUS: Key Platforms, Benefits of Social Media for Businesses, Advertising, Social Selling, Strategy

OVERVIEW: SOCIAL MEDIA PLATFORMS

Key Concepts of Social Media

3

Social Media Platforms

10

KEY SOCIAL

MEDIA CONCEPTS

SOCIAL MEDIA GROWTH

Social media has been around since the beginning of the world wide web, however, advances in user interfaces, emerging platforms and a digital mindset in global populations has resulted in a surge in popularity in recent years.

[REF.] 3.1.1.1

[REFERENCES]

https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/

KEY TERMS

Some of the key social media terms are below. Understanding these terms will help your business target customers more effectively:

People you connect with on LinkedIn or other social networks. They can see your profile and engage with you.

Connection

Connection ↗Post ↗Like ↗Tweet ↗Follower ↗Messenger ↗

[REF.] 3.1.1.2

Personalized User Space ↗Enables a user to create a personalized profile that can be constantly updated and visited by their network or community.Notifications ↗Engagement ↗Connections ↗

KEY FEATURES OF SOCIAL MEDIA PLATFORMS

[REF] 3.1.1.3

Online interaction is faster than phone or face to face

It’s also less costly – building business operations around digital technology means the cost per transaction is lower

And finally, because it’s online, records of transactions are available (and easier to access) for both the customer and business

Mobile devices are the most popular devices for social media use so it’s important to work on a device strategy with your marketing team.

MOBILE DEVICE AND SOCIAL MEDIA USAGE

5.16

3.81

80%

There are 5.16 billion mobile phone users

3.81 billion unique active social media users

Nearly 80% of social media time is spent on mobile phones

[REF.] 3.1.1.4

[REFERENCES]

https://datareportal.com/global-digital-overview

https://datareportal.com/social-media-users

https://marketingland.com/facebook-usage-accounts-1-5-minutes-spent-mobile-171561

7

Comment ↗Users can comment on others’ posts. That’s often the first step to creating your own content, as others can join the discussion and add to your comment.Sharing ↗Creation ↗

Specific advantages of online interaction for business:

SOCIAL MEDIA USAGE AND CONTENT CREATION

[REF] 3.1.1.5

Online interaction is faster than phone or face to face

It’s also less costly – building business operations around digital technology means the cost per transaction is lower

And finally, because it’s online, records of transactions are available (and easier to access) for both the customer and business

SOCIAL MEDIA PLATFORMS

MAJOR SOCIAL MEDIA PLATFORMS

There are five major social media platforms: LinkedIn, Twitter, Facebook, Instagram and Snapchat.

LinkedIn: Professional networking, company promotion, article writing, work related discussions – Gen X, millennials.

Twitter: Real-time participation in topical conversations, news and updates – Gen X, millennials and Gen Z.

Facebook: Large scale reach for photo/video sharing and brand engagement- Baby Boomers, Gen X, millennials.

Instagram: Enhanced visual content photos and videos shared to followers – Gen X, millennials and

Gen Z.

Snapchat: Messaging app for teens and young people to share fun images – young millennials and

Gen Z.

[REF.] 3.1.2.1

WhatsApp: Instant messaging app for secure 1-2-1 or group communications.

TikTok: Short video sharing for consumers and brands to engage with – young millennials and

Gen Z.

Pinterest: Collecting images from the around web into a collage or mood board – female millennials.

YouTube: Video sharing, how to guides, product demos, corporate videos and endorsements –

all ages.

MAJOR SOCIAL MEDIA PLATFORMS

There are five major social media platforms: LinkedIn, Twitter, Facebook, Instagram and Snapchat.

[REF.] 3.1.2.1

SOCIAL MEDIA PLATFORMS

While social media has been around since the world wide web, advances in user interfaces, emerging platforms and a digital mindset in global populations has resulted in a surge in popularity in recent years.

The key features of social media platforms are: personalized user profile/spaces, notifications, Interactivity/Engagement and connections

Mobile devices are the most popular devices for social media use so it’s important to work on a device strategy with your teams of agency partners.

Social media platform usage and content creation has become much easier – users don’t have to be technical to get up to speed with social media.

The primary uses of the main social media platforms are as follows:

Facebook – large scale reach for photo/video sharing and brand engagement- Baby Boomers, Gen X, Millennials

Instagram – enhanced visual content photos and videos shared to followers – Gen X, millennials and Gen Z

YouTube – video sharing, how to guides, product demos, corporate videos and endorsements – all ages

Snapchat – messaging app for teens and young people to share fun images – young millennials and Gen Z

TikTok – short video sharing for consumers and brands to engage with – young millennials and Gen Z

Whatsapp – instant messaging app for secure 1-2-1 or group communications

Pinterest – collecting images from the around web into a collage or mood board – female millennials

Summary

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OVERVIEW: THE BENEFITS OF SOCIAL MEDIA TO BUSINESS

The Benefits of Social Media

14

The Benefits of an Active Community

24

Social Media Advertising

30

THE BENEFITS OF

SOCIAL MEDIA

KEY TERMS

Some of the key terms related to the benefits of social media for business:

Influencer ↗Hashtag ↗Tag ↗Share ↗

A social media user with a large audience who can drive awareness about a topic, product, or service. Influencer marketing has seen a lot of growth in the past few years, specifically on social media. An example of an influencer is Rand Fishkin, who founded MOZ, an extremely popular software as service (Saas) company that specializes in marketing and analytics.

Influencer

[REF.] 3.1.1.2

KEY TERMS

Some of the key terms related to the benefits of social media for business:

Influencer ↗Hashtag ↗Tag ↗Share ↗

A word or phrase preceded by a # to mark the topic or information so it is discoverable for users. Anyone sharing content on a relevant topic can add the hashtag label to their message.

Hashtag

[REF.] 3.1.1.2

KEY TERMS

Some of the key terms related to the benefits of social media for business:

Influencer ↗Hashtag ↗Tag ↗Share ↗

A tag can be used engage an individual, business or any entity with a social profile when they are mentioned in a post or comment. In Facebook and Instagram, tagging notifies the recipient and hyperlinks to their profile.

Tag

[REF.] 3.1.1.2

KEY TERMS

Some of the key terms related to the benefits of social media for business:

Influencer ↗Hashtag ↗Tag ↗Share ↗

When content such as images, videos, links etc. is sent to connections, groups or specific individuals. Often users share content created by others.

Share

[REF.] 3.1.1.2

Engagement ↗Gathering Insights ↗Sharing Content ↗Generating Traffic ↗Brand Awareness ↗Customer Satisfaction ↗

Driving audience engagement with your brand proposition and departments in your organization

Engagement

BENEFITS OF SOCIAL MEDIA TO BUSINESS

[REF.] 3.2.1.1

SOCIAL MEDIA CAN INCREASE SALES

New Business Opportunities

Identifying Key Decision Makers

Increasing Customer Loyalty

Targeted Advertising

Educating Potential Customers

Increasing Website Traffic

[REF.] 3.2.1.2

Monitoring social media for mentions of your brand or product is important for business so you understand what’s going on in the market and can identify customer opportunities and pain points. This is called social listening.

MONITORING SOCIAL MEDIA

Step 1

Step 2

Step 3

Step 4

Step 5

Identify what to listen out for

Get armed with social listening tools

Conduct extensive competitor analysis

Learn how to respond to comments

Take note

Step 6

Take action

[REF] 3.2.1.3

SOCIAL LISTENING TOOLS

Monitoring social media can give you an insight into how customers feel about your products and services using social listening tools like Hootsuite, Buffer and Conversocial as well as free tools like Tweetdeck and Google Alerts.

Social listening also gives you the opportunity to improve, based on the feedback. There are many review sites online, relating to specific industries.

thisisthereferenceurl.com

[REF.] 3.2.1.4

SOCIAL MEDIA: RETURN ON INVESTMENT

Social media (like other channels) needs to demonstrate return on investment (ROI) for business by regularly measuring results to see the contribution to business goals by driving awareness interest and brand engagement which may assist potential customers in deciding to purchase or work with your organization

Facebook

Linkedin

Twitter

3k – 10k words

0 – 1k words

1k – 2k words

800

600

400

200

0

Average shares by content length

[REF] 3.2.1.5

Human Resources ↗Customer Service ↗Purchasing ↗Legal ↗Finance ↗Management ↗

To help recruit new personal.

Human Resources

COMMON BUSINESS USE CASES

[REF.] 3.2.1.6

THE BENEFITS OF AN ACTIVE COMMUNITY

AN ACTIVE USER COMMUNITY

Provides real-life insights to business

Increases customer loyalty

Provides authentic content

Empowers customers

Increases opportunities to provide customer service

[REF.] 3.2.2.1

REASONS TO MANAGE YOUR COMMUNITY

Responding to questions/comments in a timely manner

Keeping a consistent voice that matches your brand

Building trust/reputation, posting relevant content

[REF.] 3.2.2.2

SOCIAL CUSTOMER SERVICE: STARBUCKS

Before social media, customers might have shared a poor customer service experience with a few friends, close family members or co-workers. However, when Twitter and Facebook became prevalent, angry customers gained the ability to broadcast tales of terrible customer service to a massive audience.

Social customer service is about providing customer service through social media channels.

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37 million Facebook fans

[REF] 3.2.2.3

https://www.internetworldstats.com/emarketing.htm

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According to Capgemini, 94% of all Facebook users are either a Starbucks fan or are friends with one.

94%

SOCIAL CUSTOMER SERVICE: STARBUCKS

Before social media, customers might have shared a poor customer service experience with a few friends, close family members or co-workers. However, when Twitter and Facebook became prevalent, angry customers gained the ability to broadcast tales of terrible customer service to a massive audience.

Social customer service is about providing customer service through social media channels.

[REF] 3.2.2.3

https://www.internetworldstats.com/emarketing.htm

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For instance, the My Starbucks Idea site has collected over 150,000 ideas on how to improve their business.

The company then closes the loop with their Ideas in Action blog where they inform customers of the changes they have made.

My Starbucks Idea

SOCIAL CUSTOMER SERVICE: STARBUCKS

Before social media, customers might have shared a poor customer service experience with a few friends, close family members or co-workers. However, when Twitter and Facebook became prevalent, angry customers gained the ability to broadcast tales of terrible customer service to a massive audience.

Social customer service is about providing customer service through social media channels.

[REF] 3.2.2.3

https://www.internetworldstats.com/emarketing.htm

CUSTOMERS CONTROL THE CHANNEL

Using social media for customer service is important because customers expect businesses to use the channels that they control and use, rather than the other way around. This brings with it new expectations of the level and pace of service a customer expects and when this expectation is not met, it can lead to higher levels of dissatisfaction.

[REF.] 3.2.2.4

STEPS TO BUILDING A SOCIAL MEDIA COMMUNITY

+

+

Share interesting content from your company and related social media accounts

Be helpful and responsive to comments

Use the types of words and phrases that your followers use day-to-day

[REF] 3.2.2.5

SOCIAL MEDIA ADVERTISING

SOCIAL MEDIA ADVERTISING

Social media advertising is when companies pay to promote messages, images, banners, offers, videos or other content to a defined target audience on a social network.

Social media advertising has increased considerably over the last few years with all of the major platforms offering it. Companies recognize the importance of being where their customers are and as many customer segments spend a considerable number of hours each day on social media, it’s no surprise that the area is growing.

1/3

[REF.] 3.2.3.1

[REFERENCES]

https://digitalmarketinginstitute.com/en-ie/blog/2018-01-06-the-7-key-elements-for-a-stellar-social-media-campaign

SOCIAL MEDIA ADVERTISING

Social media advertising is when companies pay to promote messages, images, banners, offers, videos or other content to a defined target audience on a social network.

Social media advertising has increased considerably over the last few years with all of the major platforms offering it. Companies recognize the importance of being where their customers are and as many customer segments spend a considerable number of hours each day on social media, it’s no surprise that the area is growing.

2/3

[REF.] 3.2.3.1

[REFERENCES]

https://digitalmarketinginstitute.com/en-ie/blog/2018-01-06-the-7-key-elements-for-a-stellar-social-media-campaign

SOCIAL MEDIA ADVERTISING

Social media advertising is when companies pay to promote messages, images, banners, offers, videos or other content to a defined target audience on a social network.

Social media advertising has increased considerably over the last few years with all of the major platforms offering it. Companies recognize the importance of being where their customers are and as many customer segments spend a considerable number of hours each day on social media, it’s no surprise that the area is growing.

3/3

[REF.] 3.2.3.1

[REFERENCES]

https://digitalmarketinginstitute.com/en-ie/blog/2018-01-06-the-7-key-elements-for-a-stellar-social-media-campaign

PAID SOCIAL CAMPAIGN BENEFITS

It’s cost effective

It allows

very specific targeting

There are many different

types of ads

(videos, etc.)

Multiple platforms are available

[REF] 3.2.3.2

There are many types and formats of advertising offered by the major social media platforms:

PAID SOCIAL MEDIA OPTIONS

Promoted Pins

Snap Ads

TrueView Ads

Instant Experiences

Sponsored Ads

Promoted Tweets

Message Ads

[REF] 3.2.3.3

THE BENEFITS OF SOCIAL MEDIA TO BUSINESS

The benefits of social media for business are: driving audience engagement, gathering insights from what people are saying, sharing content to customers to drive awareness, generating visits to your website, driving customer loyalty and improving customer satisfaction

Social media can help increase sales by: identifying new business opportunities, identifying key decision makers using social selling, building stronger relationships, using targeted advertising, educating potential customers and increasing website traffic

Social media (like other channels) needs to demonstrate return on investment (ROI) for business

Social customer service is important (for business) because many people prefer to engage with brands through social and other digital channels and therefore expect that businesses will adapt to their needs

The benefits of an active community to business are: provides real-life insights, increases customer loyalty, authentic content created by brand advocates, empowered customers and providing efficient customer service

Social media advertising is paying to promote messages, images, banners, offers, videos or other content to a defined target audience on a social network

The benefits of paid social campaigns are: cost-effectiveness for reaching a large audience vs traditional advertising, specific targeting, engaging ad formats, and multiple platforms available

The most common types of social media advertising are: Message Ads (InMail) on LinkedIn, Promoted tweets and accounts on Twitter, Sponsored ads on Facebook – many types, Instant Experiences on Instagram, TrueView video Pre-rolls on YouTube, Snap Ads and sponsored lenses on Snapchat and Promoted Pins on Pinterest

Summary

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OVERVIEW: SOCIAL MEDIA WITHIN THE WIDER BUSINESS

Social Media and Digital Strategy

38

Social Media Tools

43

SOCIAL MEDIA AND

DIGITAL STRATEGY

SOCIAL MEDIA: A KEY PART OF DIGITAL STRATEGY

Due to the growth of social media, it has become a key part of the digital strategy for business. There are few businesses that haven’t already begun to harness the capabilities of social media – not just for marketing, but across departments and job functions.

66%

95%

73%

[REF.] 3.3.1.1

[REFERENCES]

https://blog.hubspot.com/marketing/social-media-roi-stats

CHOOSE PLATFORMS USED BY YOUR TARGET AUDIENCE

Customers choose social channels that align to their preferences.

To help build your strategy, businesses need to identify the platforms most used by the target audience as a first step.

[REF.] 3.3.1.2

CROSS PLATFORM ADOPTION

It is important for businesses to be present on multiple social platforms if they are frequently used by both existing and potential customers.

This is called cross-platform adoption and is important because customers spend time interacting in many places online.

[REF.] 3.3.1.3

SOCIAL MEDIA IS PART OF OVERALL BUSINESS STRATEGY

Social media must be aligned to the overall objectives of the website, email and other digital media.

In other words, it is covered by the overall business strategy.

The Barista Bar encourages followers to sign up for their coffee club, which requires an email address.

[REF.] 3.3.1.4

SOCIAL MEDIA TOOLS

TYPES OF SOCIAL MEDIA TOOLS FOR BUSINESS

Social Media monitoring tools allow you to monitor online conversations to track your mentions, learn about your customers and know what people are saying.

Scheduling tools allow you make sure you reach your core audience in the right time-zone. They also allow you to schedule real-time updates in advance.

Analytics and Reporting tools allow you to measure the impact of social media and the performance of individual elements.

There are tools available to help you, from choosing the perfect image through to writing the best Tweet with the perfect hashtag.

[REF.] 3.2.2.1

COMMON SOCIAL MEDIA TOOLS USED BY BUSINESSES

The social media tools a business uses need to support the digital strategy: objectives, budget, audience and targets.

[REF.] 3.3.2.2 & NEW REF 3.3.2.3

https://digitalmarketinginstitute.com/en-ie/blog/11-social-media-content-tools-every-content-creator-needs1

CORPORATE SOCIAL COMPUTING GUIDELINES

Organizations need to be comfortable with their employees making smart and responsible use of social media. That is why most organizations now have a set of Corporate Social Computing Guidelines. As well as ensuring compliance with legal regulations, the guidelines help employees to become smarter in terms of how they can make the most out of social tools for the benefit of the organization.

[REF.] 3.3.2.4

SOCIAL MEDIA WITHIN THE WIDER BUSINESS

Due to the growth of social media, it is a key part of the digital strategy for business across departments and functions

Customers choose social channels that align to their preferences, and businesses need to choose the social media platform(s) used by their target audience (identified in the digital strategy).

To help build your strategy, identifying the platforms most used by the target audience is an important first step which needs to be completed in the beginning of your strategy to help shape the rest of your plan

It is important for businesses to be present on multiple social platforms if they are frequently used by their existing and potential customers and they align to business objectives. This is called cross-platform adoption and is important because customers spend time interacting in many places online

Because social media is part of the overall strategy – it must be aligned to the overall objectives of the website, email and other digital mediums

The main types of social media tools for business are: conversation and social listening/monitoring tools, social post scheduling tools, analytics and reporting tools and content creation tools

Common social media tools used are: Hootsuite & Buzzsumo, Tweet Deck, Conversocial, Bitly, Canva and Pixlr,

And Native Tools: Facebook Insights, Twitter Analytics

The social media tools selected need to support the digital strategy (objectives, budget, audience, targets)

Businesses’ social media presence (including all content, posts, messages) must adhere to the corporate social computing guidelines

Summary

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OVERVIEW: SOCIAL SELLING AND PERSONAL BRANDING

Social Selling

49

Personal Branding

57

SOCIAL SELLING

Social selling is the process of using social media platforms and tools to develop meaningful relationships with potential and existing customers.

[REF] 3.4.1.1

SHIFT FROM TRADITIONAL SELLING

Finding buyers online

Providing valuable insights throughout the buyer journey

Helping with the purchase process

[REF] 3.4.1.2, 3.4.1.3

SOCIAL VERSUS TRADITIONAL SELLING

Relationship-based, not transaction-based

About educating and engaging, not selling.

Less pitching and more identifying needs or pain points.

About listening and adding value.

Unlike traditional selling, social selling is:

[REF] 3.4.1.4

KEY CONCEPTS: SOCIAL VS TRADITIONAL SELLING

Less phone communications and more online communications

More use of social networks and tools

Better and more accurate measurement

[REF] 3.4.1.5

ROLE OF SOCIAL NETWORKS

Social networks play a key role in providing:

Market information

Prospects

Building trust with customers and within the industry

[REF] 3.4.1.6

DIGITAL RESEARCH

Social Media

Digital Tools

Persona

Companies /

Decision Makers

Digital research is a key element of social selling. This involves using social media and digital tools to narrow down your customer persona and identify the companies and decision makers you should be targeting.

[REF] 3.4.1.7

LEVERAGING SOCIAL MEDIA FOR SELLING

Informed Customers

Death of Cold Call

Social Media

Build Trust

Buyers, or customers are more informed and empowered

The death of the “cold call” – buyers are less inclined to take them and they are harder to identify / reach.

The influence of social media on buyer decisions.

The importance of developing meaningful relationships and trust..

[REF] 3.4.1.8

PERSONAL BRANDING

Personal branding is people marketing themselves and their careers as brands. Today, almost every individual has a personal brand – you may not have consciously cultivated it, but a digital footprint exists for most people.

[REF] 3.4.2.1

PERSONAL BRANDING CAN BENEFIT YOUR BUSINESS

Expand the reach of a business

Connect others with contacts in your network

Increase trust

Showcase your company’s product/services

Increase B2B sales with social selling

In today’s business climate, trust is very important. Having a personal brand is increasingly important for key individuals in the business. Take a look at some of the advantages below::

[REF.] 3.4.2.2

There is an overlap between a personal and corporate brand, especially for key individuals within a business. It’s important to maintain a balance between corporate and personal messages on social media, so that they work together. In particular, these should be unified when discussing a mission, vision or values to ensure the wider community sees a strong alignment between the corporate and its key people.

CORPORATE AND PERSONAL BRANDING ON SOCIAL MEDIA

[REF.] 3.4.2.3

There is an overlap between a personal and corporate brand, especially for key individuals within a business. It’s important to maintain a balance between corporate and personal messages on social media, so that they work together. In particular, these should be unified when discussing a mission, vision or values to ensure the wider community sees a strong alignment between the corporate and its key people.

CORPORATE AND PERSONAL BRANDING ON SOCIAL MEDIA

[REF.] 3.4.2.3

There is an overlap between a personal and corporate brand, especially for key individuals within a business. It’s important to maintain a balance between corporate and personal messages on social media, so that they work together. In particular, these should be unified when discussing a mission, vision or values to ensure the wider community sees a strong alignment between the corporate and its key people.

CORPORATE AND PERSONAL BRANDING ON SOCIAL MEDIA

[REF.] 3.4.2.3

There is an overlap between a personal and corporate brand, especially for key individuals within a business. It’s important to maintain a balance between corporate and personal messages on social media, so that they work together. In particular, these should be unified when discussing a mission, vision or values to ensure the wider community sees a strong alignment between the corporate and its key people.

CORPORATE AND PERSONAL BRANDING ON SOCIAL MEDIA

[REF.] 3.4.2.3

The key elements of an optimized LinkedIn profile:

Cover photo

Profile image

Headline

Location

Education

Background summary

1

2

3

4

5

6

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AN OPTIMIZED LINKEDIN PROFILE

[REF.] 3.4.2.4

The key elements of an optimized LinkedIn profile:

Posts

Experience

Rich Media

1

2

3

1

2/6

AN OPTIMIZED LINKEDIN PROFILE

[REF.] 3.4.2.4

The key elements of an optimized LinkedIn profile:

Skills

Recommendations

1

2

3/6

AN OPTIMIZED LINKEDIN PROFILE

[REF.] 3.4.2.4

The key elements of an optimized LinkedIn profile:

Courses

Projects

Honors & Awards

2

1

3

4/6

AN OPTIMIZED LINKEDIN PROFILE

[REF.] 3.4.2.4

The key elements of an optimized LinkedIn profile:

Interests

1

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AN OPTIMIZED LINKEDIN PROFILE

[REF.] 3.4.2.4

The key elements of an optimized LinkedIn profile:

Profile Strength

The Profile Strength meter is visible only to you and provides a visual gauge of how robust your profile is. The strength of your profile will increase as you add more relevant content to it. Hover over the focus points below to learn more:

6/6

1

AN OPTIMIZED LINKEDIN PROFILE

[REF.] 3.4.2.4

THE DO’S AND DON’TS OF SOCIAL MEDIA

Take a look at some of the simple rules for posting on social media:

[REF] 3.4.2.5

SOCIAL SELLING AND PERSONAL BRANDING

Social selling is using social media platforms and tools to develop meaningful relationships with potential and existing customers.

Traditional methods of selling have shifted from interruptive sales strategies and cold call techniques to finding buyers online, providing valuable insights throughout their buyer journey and helping with the purchase process.

Unlike traditional selling, social selling is: relationship-based, not transaction-based, educating and engaging, not selling, less pitching and more identifying needs or pain points, about listening and adding value.

Social networks play a key role in providing market information, prospects and building trust with customers and within the industry.

A key element of social selling is digital research which involves using social media and digital tools to narrow down your customer persona and identify the companies and decision makers you should be targeting.

Personal branding is people marketing themselves and their careers as brands. This can benefit your business.  

Corporate and personal branding can work together on social media: make sure your personal brand aligns with the company brand (mission, vision and values)

You should understand how to set up an optimized LinkedIn profile

It’s important to understand the do-and-don’ts of posting on personal social media accounts

Summary

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