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Social Media Marketing - Coggle Diagram

- - - - (e.g.) Well designed social media marketing with clear call-to-action.
  - - - (e.g.) Sephora has tutorials on their Youtube channel to help experience the product before buying.
  - - - (e.g.) Nike sends their members a discount code for their birthday month.
  - - - (e.g.) Customers can view products on social media platforms and websites and click on buyable buttons to go to the website link to make a purchase and also the 'message' or chatbot function is available should customers have any queries.
- - - - Marketer have to provide information that is relevant and draws the attention of viewers.
  - - - Social media allowed bidirectional connection, people can find out what others are doing and also share what they are up to. There are also chat features on social media to allow for conversations.
  - - - Popular influencers can extend network effect as they have a larger reach and information is spread instantaneously the moment they post it up.
        
        Macro-influencers
        
        10,000 to 50,000 followers
        
        Visibility and awareness. They have a larger reach than micro-influencers but will cost more to be engaged but they will be cheaper than celebrities.
        
        Celebrities
        
        Above 50,000 followers
        
        Visibility and awareness. Similar to macro-influencers but for larger scale projects where companies need a much larger reach and are prepare to pay a premium for the engagement.
        
        Micro-influencer
        
        Below 10,000 followers
        
        Real and authentic. Better engagement and more affordable. Micro-influencers typically connect more with followers and are more likely to reply to social media posts, which helps engagement with customers by bridging more networks with the brands and customers.
  - - - Describes the way information is exchanged to network participants through back-and-forth communications
      - Expands the impact of the network effect by examining how people flow in and out of networked communities as their interests change.
      - Efficient way to gain information and resolve disputes
  - - - When firms respond timely to customers, customers will feel appreciated and respond positively with their buying intention.
- - - - (e.g.) Youtube, Instagram and Tik Tok
  - - - (e.g.) Reddit and Twitter
  - - - (e.g.) Facebook and Linkedin
- - - - Campaign ideas are developed
    - - Source for funding
    - - Who is the firm targetting
    - - Test the campaign out and alter certain aspects when needed
    - - Determine what it wants to promote and hope to achieve
  - - - Technique used to analyse customer's attitudes and preferences
        
        Firms can make use of insights to alter their strategy
    - - Look at hits(total request for a page)
    - - Bounce rates (percentage of times viewers leave site almost immediately)
    - - Keyword analysis (determine what keyword viewers use to search for goods and services)
    - - Track website access from mobile devices
      - Track effectiveness of mobile advertisement(which advertisement directs people to firm)
    - - Track effectiveness of social media programs(conversion rates and engagement metrics)
    - - Measure sales, downloads, video plays, and any other actions important to a firm
    - - Know what's popular and what's not on a web page
    - - Track effectiveness of social, mobile, search and display advertisements, divide advertisement effectiveness by device, platform and type