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SOCIAL MEDIA MARKETING - Coggle Diagram

- - - - Where
        
        Firms focus on providing customers with valuable information so they understand the offers
    - - during
        
        Purchase journey
        
        Example
        
        http://bit.do/Estee-Lauder-virtual-try-on-tool
        
        Elaboration of Estee Lauder
        
        Lauches virtual try on tool
        
        Allow customers to detect best foundation shade
    - - By providing
        
        Personalized offers
        
        Determined through
        
        Insights
        
        Social media related offers
        
        Example
        
        Games
        
        Mobile applications
    - - Instagram
        
        Graphics and video
      - Twitter
        
        One-to-many posts and conversation
- - - - http://bit.do/Why-is-Social-Media-great-for-brand-awareness
        
        Elaboration of how Social Media helps
        
        Allow brands to maintain customer relationships so more customers know of the brand.
        
        Enables engagement
        
        Social sharing where people repost your post, thus reaching to wider audience
- - - - YouTube
      - Instagram
        
        How to access its performance
        
        Evidence: http://bit.do/How-to-measure-success-of-Instagram
        
        Meaningful engagement
        
        Retail conversion
        
        Content views
  - - - Blog
      - Twitter
  - - - Facebook
- - - - People are able to share information and connect with others.
  - - - Outcome of social media engagement when information is posted.
        
        Example
        
        http://bit.do/Influencer-Marketing
        
        Shows
        
        Instagram is best used for social media marketing
        
        With help of influencers, they can use online platforms to market products to their audience
    - - Macro
        
        Less than 50,000 followers
        
        Example
        
        Mongchin Yeoh (Kate Tokyo)
      - Celebrities
        
        more than 1 million followers
        
        Example
        
        Kylie Jenner (Adidas)
      - Micro
        
        Less than 10,000 followers
        
        Example
        
        Joshua Woo (Under Armour)
  - - - relevant information is spread by firms to others.
  - - - Information is exchanged to customers through back and forth communication which promotes engagement.
      - examine how people flow in and out of networked communities as their interest changes
  - - - Firms respond quickly to customers to impact their buying intention
- - - - to
        
        build brand awareness as customers are more likely to buy brand they see before
- - - - Sentiment Analysis to access customers attitudes and preferences
        
        Allow
        
        New advertising campaign that attracts customers
        
        Reactions to customer complaints
        
        changes to product launch
  - - - Bounce Rate
      - Conversion Rates
  - - - 1. Identify strategy and goals
        
        2. Identify target audience
        
        3. Carrying out campaign
        
        4. Develop a budget
        
        5. Review the campaign
    - - move consumer up the purchase decision hierarchy from awareness to purchase to loyalty
- - - - Able to target ideal group of audience
      - Improve search engine ranking
        
        Evidence
        
        http://bit.do/How-SEO-helps
        
        Allow more people to visit the website
        
        Allow more people to recognise the brand
      - Increasing number of people using social media
        
        Statistics
        
        *By 2021, social media users are expected to reach 3.1 billion
      - Cost effective
        
        Evidence
        
        http://bit.do/Cost-effective-marketing
        
        Where
        
        Companies can showcase at different social media platforms for free
- - - - social media analytics tools (3rd party)
        
        Example
        
        Sprout Social
        
        Buffer Analyze
      - social media own analytics dashboard
        
        Example
        
        Instagram Insights
        
        YouTube Insights