Social Media Strategy: A Practical Guide to Social Media Marketing and Customer Engagement

✍ Scribed by Julie Atherton

• Publisher: Kogan Page
• Year: 2023
• Tongue: English
• Leaves: 297
• Edition: 2
• Category: Library

✦ Synopsis

Social media marketing is no longer optional. This book unpacks the winning formula for effective social media marketing complete with comprehensive updates and latest developments.

Integrated marketing and PR strategies are a requirement for all businesses but with the explosion of social media and content marketing many organizations still struggle to know which channels to invest in and how to maximize their impact. Social Media Strategy gives clear guidance with a simple structured approach to executing campaigns that work. It provides a blueprint for planning, delivering and measuring social media's contribution to your business through:

- Identifying and targeting audience segments
- Maximizing social search
- Enhanced reputation management
- Managing a diversified influencer portfolio
- Selecting the right channels for organic and paid social
- Creating a process and structure to improve efficiencies
- Using appropriate technology including AI

With explanations of best-practice tools and practical downloadable templates, this new edition includes new and updated interviews and case studies from industry leaders, influencers and brands including TUI, Greggs, Lego, Ryan Air, National Geographic and others. Social Media Strategy delivers a long-term solution for maximizing social media-led business development.

✦ Table of Contents

Cover
Contents
List of figures and tables
List of templates
List of case studies and examples
Acknowledgements
Introduction: How to use this book
01 Understand how social media is utilized in business, marketing and interpreting customer expectations
Interview: Rachel Clay, Influencer Marketing Specialist, Matter of Form
Our social lives
Interview: Nisa Bayindir, Consumer Psychologist and Digital Strategy Director
Social feasibility and accountability
Social futures today
Bibliography
02 Integrated customer engagement: How to ensure your social media strategy is integrated into your wider marketing and business development
The traditional marketing funnel
The digital marketing customer journey
The win–win purchase
The emotional connection between customers and brands
Case study: #WeRiseTogether, Telia Finland
Customer engagement and social media
What level of engagement should you expect?
Using social media to meet your wider marketing objectives
Putting customer engagement into action
Interview: Sam Beament, Content Strategist and Social Media Creative
Bibliography
03 Getting started: Aligning social media goals and KPIs with your wider business objectives
Business models in the digital age
Business strategy in the digital age
Strategic planning frameworks
Creating SMART objectives
Introducing social media measurements and KPIs
Bibliography
04 Audience: Using social listening to profile your networked audience and generate customer insights for a global social media strategy
Understanding your audiences
Customer, consumer, follower?
Case study: National Geographic
Understanding segmentation variables
Interview: Louise Newton, Freelance Travel Marketeer
What is social listening?
Interview: Christophe Folschette, Partner and Founder, Talkwalker
Dark social
Creating profiles
B2B profiles
Global social media audiences
Bibliography
05 Brand presence: How to drive action and engagement through integrated content marketing on social media
Why it is important to create a brand presence in social media
Interdependent versus codependent brands
How to demonstrate your brand purpose
What is content marketing?
How to use integrated content marketing to represent your brand in social media
Case study: Sylvia Plath AI – Hero, hub, help content in action
Using content marketing to drive action and engagement
Interview: Ian Atkinson, Chief Marketing Officer, SunLife
Using behavioural economics to drive action and engagement
Increasing customer loyalty through social media
Brand communities and loyalty
Bibliography
06 Campaigns: A quick step guide to organic and paid social media channel selection for your objectives and audiences
Getting started with channel planning
The ABC approach
Case study: Tiny Giant – New international business launch
Understanding your audience
Setting the brand stage
Delivering campaigns
Interview: Nick Barthram, Strategy Partner at Firehaus
Channel selection criteria
Case study: Using Twitter polls – AIDA, an AI guest curator, Cheltenham Science Festival
Case study: University of Gloucestershire clearing campaign
Interview: Will Francis, educator and speaker on digital marketing
Using the social media channel selection templates
Interview: Lynsey Sweales, International Digital Marketing and Ecommerce Strategist and Author
Using a social media content calendar to manage campaign deployment
Bibliography
07 Measuring and benchmarking success: How and when do you know your social media strategy is working?
Why measure social media campaigns?
The measurement levels
The key social media metrics at a tactics level
Assessing the importance of different metrics
The most important measurement calculations at a strategy and business level
Interview: Christophe Folschette, Partner and Founder, Talkwalker
Bibliography
08 From customers to celebrities: Identifying and attracting a range of influencers to advocate for your brand
The importance of influencer marketing
What is an influencer?
Interview: Amie Shearer, Former Head of Influencer Marketing, Mumsnet
Case study: GoPro Ambassador Programme
Customers as influencers
Core influencer goals
Case study: Dreams – Using influencers and Mumsnet users to co-create new products – the Mumsnet Kindred and Spirit mattresses
Using influencers to build a brand presence
Interview: Sophie Roberts, Adventure Athlete, Mindset Coach, Founder of TrailBlazers, Influencer
Using influencers in campaign delivery
Choosing influencers to meet your strategy
Interview: Stefani Nurding, Influencer
Identifying and reviewing influencer profiles
Interview: Nick Baklanov, Marketing and Research Specialist at HypeAuditor
Measuring influence
Fake or real followers?
Bibliography
09 Crisis and reputation management for social media and PR: A clear guide for the unpredictable
How social media has changed reputation management
Case study: TUI UK – using social media to support customers and build brand reputation
Understanding reputation management
Putting reputation management into practice
When it all goes wrong: crises and reputation
Interview: Amanda Wood, Founder and Consultant, AJW Corporate Communications
How good crisis management can make a real difference
Crisis planning for your business
The crisis communications plan
Crisis proofing: leadership, culture and authenticity
Interview: Kate Hartley, Co-founder, Polpeo, and author of Communicate in a Crisis
Bibliography
10 Thoughts on the future of social: What will happen next?
Social media business transformation
Interview: Toby Horry, Brand and Content Director, TUI UK
Social and search
AI and the metaverse
Interview: Kerry Harrison and Richard Norton, Co-founders, Tiny Giant
Influencer marketing and CGI influencers
Interview: Rachel Clay, Influencer Marketing Specialist, Matter of Form
Organizational agility
Interview: James Ainsworth, Global Head of Content, iManage; Former Co-Chair,
DMA Social Media Council; Co-Founder Rules of Engagement, Bristol’s
longest running Content and Social networking event
Social media channel innovation
Case study: Launching a business with Instagram: O Novo Mercado, Brazil
Conclusion
Bibliography
Appendix 1: Useful information
Appendix 2: Social channels
Glossary
Index