Week 1

On-brand:có thương helping a company present the image of itself and its
hiệu products that it wants to present.
Ex: We encourage them to use the terms "on-brand"
and "off-brand" to identify behaviours that are aligned
with the brand and those that are not.
Off-brand: không có not having a well-known brand name
thương hiệu
Content bucket Content buckets are categories to group your marketing
content.
Cross-channel Đa kênh

Five core pillars of social media marketing

 Strategy:
The goals of your campaign
The social media platforms you’ll use
The types of content you’ll post
Ex: Host a kick-off meeting to define business goals for an upcoming
campaign./ Use target audience data to identify social platforms for an
upcoming campaign.
 Planning and publishing:
Have a consistent presence
Schedule posts in advance
Consider timing and frequency: When is your audience most likely
to engage with your content, how often should you post in order to
be in their minds but not overwhelm their feeds.
Ex: Schedule a series of posts to promote a specific product. / Create a
content series for next month, when the audience is most engaged.
 Litening and engagement:
Social listening refers to tracking and analyzing conversations and
trends related to your brand.
Understand what people think about your brand
Inform marketing decisions.
What content resonates best with your audience engagement.
Increase people’s positive experience with your brand.
 Ex: Monitor online comments for each post / Respond to comments that
mention important topics.
 Analytics and reporting
Give a quarterly update about social media growth to stakeholders.
Review engagement data to identify popular content.
 Paid social media
Ex: Buy social media ads to reach people who don’t follow the
company.
Buy social media ads when current campaign engagement drops.

Earn social media examples:

 Customer reviews and testimonials
 Mentions and comments on social media platforms
 Shares, retweets, and likes of your posts.
 Content about your businesson third party sites.
 Blog posts aboutyour business
 User-generated content related to your business.
 Owned media ( business website)
 Paid media

Social media marketing funnel:

 The awareness stage is your time to capture your audience's attention.
 The consideration stage is your opportunity to provide your potential
customer with more detailed information to set you apart from the
competition and help build their trust and confidence in your brand.
 The conversion stage is when you capitalize on the interest people have
already shown in your brand by remarketing and offering incentives.
 The loyalty stage is a time to continue to nurture relationships with your
customers so you can remain in their minds.

How to identify your target audience:

1. Complie information about your current customer
2. Assess how people engage with your brand on social media.
3. Research what social media platforms they use.
4. Observe what the competition is doing.
 Brand Authority (uy tín thương hiệu) là khả năng của một thương hiệu để thể
hiện sự chuyên môn, tôn trọng và sự ảnh hưởng trong lĩnh vực hoạt động của
mình.
  A brand position statement outlines exactly what your company does and for
whom, and what makes you different from your competitors.

Creating a brand position statement

 Your audience
 The challenges or needs of your customers
 Your company name
 Your products, services, or differentiator (the thing that sets you apart from
other brands), and
 Your company’s mission statement
 For [audience] who [customer challenge/need], [Company Name] provides
[product and differentiator] because [brand promise or mission].
 For on-brand:
 Bài đăng phù hợp với thương hiệu, cung cấp các ví dụ và giải thích.
 Bài đăng nhất quán với thông điệp của công ty, cung cấp các ví dụ và giải
thích.
 Bài đăng góp phần thể hiện được sứ mệnh của công ty, cách mầ công ty đạt
được sứ mệnh này.
 Bài đăng sử dụng ngôn ngữ giống hoặc tương tự như tuyên bố định vị
thương hiệu của công ty. Bao gồm những ví dụ về ngôn ngữ này.
 Bài đăng sử dụng các ví dụ giống hoặc tương tự như tuyên bố định vị
thương hiệu của công ty. Bao gồm những tài liệu tham khảo cho ví dụ.
 Giọng điệu, phong cách viết, và tiếng nói của bài đăng nhất quán với tuyên
bố định vị thương hiệu của công ty.

Week 3
Social listening refers to tracking and analyzing conversation and trends related to
your brand.
 Identify keyword
 Locate where people are talking about you
 Find out what people are saying
 Assess your compertition
 Learn what’s happening in your industry
 Use social listening tools
 Tips:
 Provide excellent customer service
  Respond to customer quickly
 Develop an authentic, personal voice
 Know your audience
 Create valuable content
 Get creative

Reply to the customers:

 When acknowledging that a customer has a positive experience with your
brand, thanking them for their continued business, and complimenting
them, you build connection and foster community amongst those
customers.
 It's very easy to absorb all the negative comments you see, and think that
you're a badperson or you're a bad brand. You never know what the user
is going through on the other end of the screen. For instance, the person
could be having a bad day, their device could have crashed on them, and
that is their livelihood.

Reply to positive feedback:

 Thank the customer for their kind words
 Let the customer know their positive feedback is appreciated
 Include the person’s first name and incorporate warmth or humor
 Your reply to the question should
 Provide resources that help answer the question
 Engage the customer, either by continuing the conversation or asking a
related question
 Use creative language and/or exclamation marks
 Your reply to the negative comment should:
 Include information to explain the situation
 Share the promotional code to help make things right
 Use polite and approachable language
 Show empathy for the customer’s perspective

Ways to repurpose content:

 Break up a list into a series of posts. Listicles are articleswritten in a list
format.
 Transform text into images.
 Turn video into GIFs.
 Answer questions with an existing article.
 Week 4
 Metrics to track with social media analytics:
 Awareness: Metrics related to brand awareness include the number of
shares, mentions, links to your content, and impressions your brand has
received in a given time period. Potential reach which measures how many
people have potentiallyseen a post since you published it.
 Consideration: Starting to measure engagement metrics like applause rate,
which is the number of approval actions such as likes, mentions, Retweets,
or favorites that a post receives relative to your total number of followers. A
high applause rate shows that youraudience finds that piece of content
valuable.
 Conversion: Referrals, which indicate how someone was guided to your
website. You can track how many people were referred to your website
from all your social media platforms and measure the referrals youreceive
on specific platforms. Conversions, which refer to the completion of an
activity that contributes tothe success of a business.
 Loyalty: The number of customers testimonial you receive. A customer
testimonial is any customer review, assessment, comment, endorsement(sự
chứng thực), or interview relating to your brand.

Your social media data analysis table should include:

 Row 1: A comparison of the data from both Tweets and an indication of
which Tweet performed better, based on the campaign goal.
 Row 2: A comparison of the Tweets’ content and other details, such as the
differences in their assets, text, hashtags, and the time the Tweets were
published.
 Row 3: An analysis of why one Tweet received more engagement than the
other and what factors may have contributed to this difference.
 Row 4: An explanation of how this analysis will inform your marketing and
content strategy moving forward.
 https://lookerstudio.google.com/gallery?category=marketing

Quảng cáo ở Facebook:

 Show images of people benefiting from your product, rather than just the
product itself.
 Remember less text is more.
 Have a single focal(tiêu điểm) point: Ensure that you're only asking people
to look at one thing. If you're trying to include too many things in one
image, consider using carousel ads or video ads.
  Experiment with visuals: Play with different images and formats before you
commit to a particular ad, and always preview how your ad will look in the
wild before you run it.
- Pixel-based remarketing: Pixel-basedremarketing sends ads automatically
to the user after placing a cookie into their web browser that tracks the
pages andproducts they viewed.
- Hashing is a security method which turns the personal information in your
email lists intorandomized code.
- If your objective is to maximize clicks to drive traffic or to boost
conversion, a static image that helps your audience visualize using your
product and includes a call to action button might be the best option.
However, if your goal is awareness or engagement, a video might be a
better choice since it can tell a story and show your brand’s personality.

Paid social media budget

- Ad spend
- Tools: Social media management software + Social listening and analytics
software + photo and video editing software + Stock photography
subscription + Influencer marketing platform.
- Content creation
- Management: Strategy + Content planning and publishing + Social
listening + Engagement + Analytics and reporting.
- CPC: Cost per click: Awarness.
- CPA: Cost per action: Increase conversion and revenue
- CPM: Cost per 1000 impressions: Raise brand awareness+Delivers specific
messages + Increase engagement