Pres:Digital Marketing - Social Media and Services

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Digital Marketing - Social Media and Services

Digital Marketing - Social Media and Services

Title Digital Marketing - Social Media and Services
Target group Students, Beginners
Topics Social Media and Services, Customer Service
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Public summary



This is the overall framework of the Digital Marketing couse. We will start with explaining the elements of an online marketing plan. Than we will zoom in on the different marketing aspects based on the customer journey. We start with those online media most suitable to reach consumers and slowly move down the funnel. In the end we discuss customer loyalty which has as goal to re-start the entire process from the beginning.

  • What is social media?
  • What kinds of social media exist?
  • What are the advantages and disadvantages of social media?
  • What kind of tools should you use to support your social media effort?
  • What are the risks of using or not using social media?
  • How to determine on which what social media channels to be present?
  • Should I make a social media company policy and what would it exist of?
  • Social media & branding
  • How to set branding goals for social media?
  • How to measure social media branding performance
  • Social media & e-commerce (Facebook, Twitter, etc. buy buttons)
  • What are the possibilities and expectations of using social media for customer service?
  • How to improve the customer service experience?
  • What is the importance of response time and response rate?
  • What are the trends: social customer support versus traditional customer service
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How many social media channels do you use?

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Social Media is the use of electronic and Internet tools for the purpose of sharing and discussing information and experiences with other human beings.

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  • Relationship networks (Facebook)
  • Media sharing networks (YouTube)
  • Online review networks (Yelp)
  • Discussion forums (Reddit)
  • Social publishing platforms (Wordpress)
  • Bookmarking sites (Flipboard)
  • Interest-based networks (Goodreads)

Now you know what kinds of social media exist, can you explain why you do or do not use these channels?

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  • Public problem resolution
  • Direct engagement with customers
  • Social profiling of the company
  • Social listening to customers
  • Helps get new customers
  • Direct-selling tool
  • Customers and fans can help each other
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  • Privacy
  • Information
  • Reach
  • Transparant and open
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  • Privacy: Be careful with the data you receive or use on social media. Some countries have very strict privacy laws.
  • Information: Users can be overwhelmed with information. It is sometimes difficult to filter.
  • Reach: Some social networks purposely limit the reach of your social posts. Only when you pay, your reach will be enhanced.
  • Social media is transparent and open. Customer feedback is often immediately public. Respond quickly and change your organization if there are structural complaints. This is often a very difficult process for traditional companies.

  • Social media management tools:
    • Buffer
    • Hootsuite
    • MediaInjection
    • SproutSocial
  • Social media monitoring tools
    • Radian6
    • Meltwater
    • Clipit
    • Mention
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Social media management tools A lot of companies are present on multiple social media networks. But how do you manage everything that is going on these accounts? There are tools that help you manage and analyze all your social media networks from one platform. These tools show you how much traffic you generate, measuring campaign results and help you to schedule content across different social media.

Monitoring tools These tools help you in signaling your brand’s name (or that of your competitor or any other interest) at all (social) media.

  • Name three risks companies can encounter when they are using social media
  • Name three risks companies can encounter when they are not using social media
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  • Missing the advantages
  • Reputation damage due to:
    • Not hearing customer feedback
    • Not responding to customer complaints
    • Losing (potential) customers
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  • Reputation damage:
    • By an employee
    • By a customer
  • Security issues:
    • Accounts being hacked or misused
    • Employees who share too much
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On which social media platforms should you be present for:

  • Different target segments:
    • B2B
    • Employees
    • Women
    • Children
  • Different marketing goals:
    • Branding
    • Dialogue
    • Information sharing
    • Q&A
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36% of social media users follow brands or companies

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  • Know the cultural standards
  • Locate the cultural opportunity
  • Target the crowdculture
  • Return to ideal past times
  • Innovate and use cultural flashpoints
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How would you make your social media activities measurable for:

  • Facebook
  • Twitter
  • Linkedin
  • Instagram
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  • Social presence
  • Social media engagement
  • Social media reach and influence
  • Action and ROI
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  • Clicks
  • Followers and likes
  • Number of mentions
  • Reach
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  • Retweets and shares
  • Comments
  • Featured and regrammed
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  • Share of voice
  • Post reach and potential reach
  • Video views
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ROI= Return on Investment

  • Conversions
  • Social media customer service
  • Sales
  • Customer lifetime value
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  • Seemless & direct buying in social media
  • Ads can be better targetted (more info).
  • No shopping cart (yet)
  • May be considered pushy by consumers.
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  • From one-way communication to interactive communication
  • Opinions matter
  • Faster, faster, fastest
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Assignment: Name five methods to improve the customer service experience

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  • Mobile support
  • Intelligent rerouting
  • Connected products
  • Seamless experience
  • Conversational commerce
  • Emotional bond with your customers
  • Intelligent self-service options
  • Effective customer experience
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  • The basics: (kinds of) social media, buy buttons
  • Advantages: engage, get feedback, direct sales, branding, self-support
  • Disadvantages: openess, (limited) reach, privacy issues.
  • Key tools: social media management and monitoring.
  • SMART: How can social media be made SMART.
  • Social customer service: Importance of response rate.
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