Social marketing is an activity that a company conducts while promoting its brand, associating it with social values in order to improve perception. Social media marketing is the activities of the company in social nets in order to attract the attention of potential users to the product/services of the company. Therefore, the companies including Adrenaline Studios agency, use their own strategies.
In the study of the state of social networks in 2019, more than 1,800 marketers from companies of different sizes and industries took part.
We have prepared a translation of the main excerpts from the State of Social 2019. This is what SMM will be.
Brands are actively developing organic stories. Advertising in Stories is the next frontier.
Stories format took the SMM industry by storm. All data indicates that more than a billion accounts on Facebook platforms from around the world use this format every day.
Together with ordinary people, more and more brands began to use Stories to communicate with their audiences on social networks. And it seems that those who use stories as part of their SMM strategies succeed: 57% of brands consider stories to be “quite effective” or “very effective.”
Social media marketing strategy
The essence of this strategy is that the prepared plan is implemented using the following specifications:
– The popularity of social nets is compared and the best channels to promote the product are chosen;
– Product distribution in a specific niche is taken into account;
– Events to promote the brand, goods, and services are always organized;
– The promotion of the plan or program to the masses is included in the plan.
Social marketing organization strategies
The stages of the organization of this social media marketing strategy are presented below.
Step 1. Identify the problem.
At this stage, it is necessary to determine the essence of the problem. If it is carried out poorly, all further efforts may be in vain. If the problem is not fully identified, it will lead to the development of an ineffective program. The problem should be considered from the point of view of the public audience to which the program was directed.
Stage 2. Selection of the target audience.
If this program is financed by the state, then it should be covered by the disadvantaged segments of the population.
Stage 3. Conduction of additional research on the target audience.
During this stage, the selected group is investigated, in general, information that will be useful for the implementation of the future program is collected.
Step 4. Plan development process.
The plan must include several important parts:
– What product is offered instead of the former one;
– How a person can become the owner of this product;
– The desired result;
– The time period in which the plan will be implemented.
Stage 5. Analysis of behavior change.
Social media marketing strategy professionals need to clearly understand exactly what behavioral changes to offer to the audience through social nets. Usually, people perceive a new product when they understand its positive impact when it is possible to evaluate the advantages of this product and compare it with the previous one.
Stage 6. The product development process.
Social marketing professionals often offer people a specific product that can change consumer behavior. The consumers need getting more information through popular channels like YouTube, Instagram, and FB.
Stage 7. The process of controlling the cost of the product.
If we speak in the context of social media marketing, the time spent for it must be taken into account. Free channels like YouTube work greatly.
Reducing the price to the minimum is also impossible. The consumer, in this case, bears only the costs of overcoming his own inertia, to change some addictions.
Stage 8. Development of the information component.
The information component of the program includes promotional activities, communication with consumers and a number of other options. It is being developed with the aim of making the new product popular. Of course, advertising, in this case, is the most effective way, since it is she who explains the meaning of a specific program. The audience is selected, then the messages are prepared, then they are broadcast in the media to arouse the interest of the consumer.
In order to achieve the desired effect, each component of information must be carefully thought out, as well as tested in advance for the target audience. If there are any difficulties, there will be an opportunity to change something, fix it.
The most obvious message can be interpreted incorrectly, then the whole program is rendered useless since the target audience does not perceive it and cannot use it.
Stage 9. Analysis of the effectiveness of the developed program.
Any program, no matter how ideal and thoughtful it is, needs to be monitored and analyzed for effectiveness. Each of its components is tracked as it is completed, in order to identify shortcomings, barriers to implementation, as well as to make corrections.
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