Social Media Marketing

Social media has become more than a little ubiquitous over the last few years. There are more people, being more social online than ever before, and any brand that isn’t doing their utmost to capitalise on that is ignoring a huge resource.
Whether they’re sharing important life updates on Facebook, pictures of brunch on Instagram or pictures of themselves on Snapchat, almost everyone spends time on at least one social media every day. In Australia alone, over 72% of the population are active on social media, and that’s a 6% increase on last year.
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What Social Media’s should we be on?

It’s almost impossible to keep a definitive list of social medias, as they rise and fall in the space of days, with every one appealing to a different segment of the population, in a different part of the world. Some are banned in some countries, while others are only offered in specific, non-English languages. That being said, there are some that have (so far) withstood the test of time.
  •  Facebook - The biggest social media network in the world; Facebook has sliiightly less active users than the two most populous countries on earth, combined (although ironically enough, Facebook is banned in China, so there’s not a lot of cross over there). Facebook’s major demographics have historically been college students, but the first users are now in their mid-30’s and more and more middle-aged Gen X’s are joining the party.
  •  Instagram - As Instagram is owned by Facebook, they tend to share a lot of successes and failures. As the largest image-based social media around, Instagram still pulls a very impressive 1 billion people in every month, with a significant number sitting in the 20-35 age group.
  •  Twitter - There was a time where Twitter was the biggest site online, but those days may be behind the 140-character-limited behemoth. With 321 million users, Twitter is still the go to for short, succinct snapshots of the day for a great many people, though the number of consistent, active users is steadily falling.
  •  LinkedIn - While most social networks are all about providing a social experience, LinkedIn chose the path less travelled and has become the premiere space online for professional networking. With a far more specific niche than the others we’ve mentioned, LinkedIn caters to those looking to improve business connections and relationships.
  •  YouTube - A bit of an outlier on this list, as its major offering isn’t it’s social network but video content, YouTube nevertheless is one of the most visited social networks on Earth. Part of the ever growing Google family, YouTube has a bustling community of almost 2 billion people that bond over like interests, just as all the other networks on this list do.
 
 
 
Types of Social Media Campaigns
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Despite the number of Social Media platforms out there, there are some consistencies in how they can be used from a marketing perspective.

Promotion is a basic and in many cases, necessary part of any online presence. Social Media allows marketers the opportunity to ensure their brands are visible and a part of the community within which they intend to operate. Promotion tends to include the sharing of content, whether its the brands own content, or relevant content created elsewhere. Many platforms now allow any piece of content created to be shown to an audience outside of the brands circle of fans at additional cost, improving the reach of the content.

Lead Generation or List-building is the use of social media marketing to bring individuals into your company. More active than promotion, lead generation requests action from the user; asking that they offer their information (often in return for something). Once you have the contact info, you can then use it for email-marketing or direct sales contact.

The Pro’s and Con’s of Social Media Advertising

PRO'S

  • Excellent segmentation opportunity
  • Significant portion of the population is active online
  • Can speak directly to people that are interested in your product or industry
  • Social media is becoming the first place people turn for information / support.
  • Much better engagement with customers than offline marketing
  • Better opportunity to maintain a relationship over time with your customers

CON'S

  • Online presence is expected to continue outside of business hours (which makes automation very important)
  • Increasing costs are making some channels particularly expensive
  • Online audiences can become very hostile if they feel that a brand is being disingenuous
 
 
 

What is the cost of Social Media Marketing

As social media has become a more viable and widely used marketing tool, it has also become more expensive to use. Facebook in particular has pursued quite an aggressive monetisation policy, requiring that businesses pay not just to speak to potential new customers, but also their own communities.
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In general, payment for social media advertising is dependant on who you want to talk to, where you want to talk to them and how you want to talk about them. Many platforms use a bidding system as a way of giving every advertisement a fair shot at being shown (basically an auction for every ad-placement on the platform, where the advertisers that bid the most will get their ads shown). Within that bidding system, there are different methods of payment, related to the goals you have for your campaign. These are;

Cost per Click (CPC) - You pay for every click on your ads; these are optimised to get results

Cost per 1000 Impressions (CPM) - You pay for every 1000 views your ad gets; this is best if you want to get your ad in front of as many people as possible.

Cost per Conversion - You pay for every successful conversion (which you dictate) that your ads lead to, a common example would be form submissions.

Cost per Video View - You pay per video view (which isn’t always the full length of the video)

When you place a bid for your advertising, you’re bidding against your competitors for the same audience. If two brands want to advertise to 18-25 year old men who are in university and like driving, then they both bid for the right to advertise. The brand that bids more gets the better placement. Times that by thousands of brand’s of brands competing for millions of users and you can see how the bidding war can get pretty substantial for some audiences. On top of that, there are other factors that have an impact; when you’re advertising, what channels or placements (where on the page) you want to advertise, etc.

Keys to a strong Social Media Marketing Plan
 
 
 
As with all marketing, the best you thing you can do is go in with a solid plan and strategy. Social media advertising rewards those that are prepared so if you're looking to enter the space, here are some tips we recommend following.
Have a clear goal.

We talk a lot about setting up business and advertising goals, but when it comes to Social Media advertising, you often need to be even more specific. Be extremely clear about what you want people to click your ad to do; is it to download something? Fill in a form? The goal affects the best method of advertising, so the clearer you are, the better your returns will be.

Don’t over-saturate your audience.

As a social media user, there’s nothing more annoying than seeing the same ad pop up every time you open the app, even if it’s relevant. This generally means that the ad’s ‘frequency’ (how often it appears per-person) is far too high. If you don’t get someone after a couple of views, you’re not going to get them after 20 (in fact you’ll probably alienate them, which is far worse)

Be specific with your targeting.

The more accurate and specific you can make your target audience, the better the returns are going to be, People respond to ads that are relevant, so take the time to get specific. Bonus tip; Facebook recommends chasing audiences of between 500,000 and 1,000,000 people for best results - personally we recommend the lower end of that spectrum. 1,000,000 is a very wide, general net.

Split Test whenever possible.

Split-testing (also known A/B Testing) is when you run two variants of the same ad (or landing page/form/etc.), with one difference, then see which performs better. Many online ad platforms have this functionality built in, allowing you to create and run two ads to the same audience natively. Use this whenever you can to ensure your ads are optimised to be the best they can be.

Mobile is the most widely used version of social media; design with that in mind.

Indeed some social media channels, such as Instagram and Snapchat, are basically mobile exclusive. As such, it makes sense to design your ads (and wherever they take people) with that in mind.

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How Neighbourhood do Social media Marketing

At Neighbourhood, we know that social media advertising is one of the most important pieces in the marketing puzzle for almost all brands. It’s why we make it a major priority for any brand that is looking to grow and expand.
Establishing your Buyer Personas

The first part of any solid strategy is defining the audience. Our process for establishing who you need to be selling to goes all the way from interviewing your current audience to providing you with a persona breakdown of each of your ideal customers.

Defining a goal and building a campaign

An ad that doesn’t have a goal in mind, whether it’s a conversion a click or even just a view, is wasted. We work with brands to ensure that every ad has a purpose and is always driving people to complete that goal. Part of this is ensuring that advertising is supported by a robust campaign of landing pages, content offers and more back on your website - the job doesn’t finish with someone clicking an ad; that’s where it begins.

Optimising and tweaking

Whether we’re making an under-performing ad pull it’s weight, or making a good ad great, we’re always looking for ways to update and optimise in the long-term. We’ll continue to edit and improve the ad to ensure that the ROI is as good as its going to get and our brands are seeing great results.

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