Media Marketing w/ Coursera

Social Media Marketing Management - (Digital Marketing)

Marketing - Exchange Of Offerings Of Value

Process, Product, Price, Promotion, Place, People, Packaging

Content, Community, Conversation, Connection, Companionship

strategy, mobile, resources, platforms, customer relationship, content, advertising, analytics, society, organization

(JOBS)coordinator/engagement coordinator

1.Audience Research 2.Create Messages-ADS

3.Message to Audience-MEDIA 4.Evaluate & optimize Impacts

Landscape-Business-Meta/Marketing

1.Audience Research

Social Media Landscape ~ Platforms/Forms :

audience_niche marketing_content (quality, relatable, searchable)

help people get to know the business

understanding traffic, how to use & optimize using CONNECT&CREATE

Platforms

VIDEO/PICTURE-tiktok, youtube, tumblr, instagram, pintrest, X, twitch, tumblr,

BLOG-facebook, twitter, lemon8, reddit, myspace

CONTACT-whatsapp, linkedin, snapchat-

IDK-mediam-deventart-producthunt-github

-quora-goodreads-letterbox-myfitnesspal-nextdoor

• BREAKDOWN EACH & WHAT FORMS THEY ARE

!businesses need to focus on connecting/engaging/collaborate w/ common interest, not promoting! Post Regularly!

STORY VIDEO PHOTOS FEED/BLOG

targeted audience -> ads

2.Create Messages-ADS

boosts/ads/apps

audience -age, gender, focus

Brand Awareness (number of people who know about the business)

Sales Revenue (how much money you generate from sales)

Cost per Sale (cost to generate marketing sales)

Conversion Rate (how many took action in purchase from attracted people)

Targeting & Effectiveness Of Messages

digital marketing - social media marketing(DIGITAL)

- display advertising

- email marketing - content marketing

search engine marketing(ADS/PAID)

search engine optimization (ORGANIC)

'Digital Marketing'

-print media (news paper &magazine)

-broadcasting (tv & radio)

-Out Of Home (OOH) media

-Internet / Publishing

NEED TO GET BUSINESS MODULE STUFF

B2B; business to business , B2C; business to customer , D2C;

Current Summary Wrap

marketing is exchanging offerings of value-audience research-

Understanding the difference between paid & organic marketing (advertising) in order to connect/share-create content businesses/companies to users/customers.

Create & Understand Platforms/Forms To Improve Traffic To Business.

Understand the platforms & the best one to use for your SMART goal/KPI's

Create Marketing SMART Goals:

Specific-clear to understand

Measurable-# to achieve

Achievable-break big goals down

Relevant-how is it helpful

Time Bound-set due dates

& Key Performance Indicators

~ 'what IT is' ~B2C/B2B& Online/Brick& Offer/Service

• #% showing/tracking

• increase or decrease

• how its being tracked

>what do you hope to achieve w/ your goal & how is smart helping?

Goal Points: - Brand Building - Generate Sales

- Customer Service - Community & Loyalty -

-brand building-publishing & sharing platforms; FB,IG,YT,PT

-sales leads- shopping integration platforms; PT,IG

-customer service- messaging platforms; WA,TW

-community-collaborating network; FB

Targeted Audience

-defining/describe who 'target' is & marketing towards that audience

>what you offer

>demographics; age, gender, occupation, income, education, location

>interests; products, topics, activities

>behaviors; reading, hobbies, sports

Ask what/who you hope to achieve at a target

Create Goals & Combine with understanding of platforms, use analytics & customer service.

Customer Journey

reach out to current customers target w/ similarities, monitor competition & talk to interested.

1. awareness - photos

2. interest - people who like

3. desire - promotions

4. conversation - easy buy

5. advocacy

help customer through customer journey buying stages

create messages to help attract & move them

go through yourself what they go through

map out the journey in their eye, yourself

• account/User name- consistent (memorable & easy) (descriptive keywords & location references)

• profile photo (logo)

• contact Info - call to actions

• description of business

Social Media Policy

ensure to empower employee knowledge w/

-brand protection

-legal risk guard

-official account

-'tone of voice'

-define responsibilities

-specify confidentiality

-deal w/ conflict

Business Profile

store front

first impression

business offer

BRAND

Business Branding Strategy

Brand-Elements Of Experience Business Offers In Association

1. product

2. vibe/feeling

3. logo/ attractive color combinations / image - simple, rule of 3rds, vary perspectives, interesting layouts, focal point, contrast, vertical, short vids, design for no sound

4. words/voice

5. stories/values/principles

   goal is to identify/relate to brand

   • name

   • packaging

   • price

   • history

   • reputation

   • advertainment

Build Trust - history, consistency, experiences, reliable

Build Connections - communicates, shares beliefs

Enable recognition - branding, storytelling, consistency

Ease Selection - lifestyle, location

Signaling Device - socialism

Foster/Customer Loyalty -

Branding Decisions -

EPIC Framework;

Existence - Origin Story 'Story Telling' (why to connect)

(how it got started) people involved & problem being solved.

1. founders - who

2. problem - what

3. solutions - how

Purpose - Values 'Vision/Inspiration' 5 description value words

(why business does what it does) What & How = Purpose

1. Belief/Found of

2. Cared about topics

3. What brand stands for

Identity - visual look & feel, logo/images/color(recognized & remembered)

logo, color palette, aesthetic, typography

red-excitement /blue-trust/orange-fun/brown- natural/black - prestige

Connection - written/verbal communication voice

authoritative, confident, friendly, personable, fun, quirky,

-brand persona (targeted audience)

• serious or funny

• formal or casual

• respectful or irreverent

• matter of fact or enthusiastic

  Establishing Presence - Content

  IG- Post & story blog bio

  YT,TT,PT - Selling Content w/ story

  Prepare to Post& Management

understand brand & establishment

establish goals for post

SMART goal - know audience

choose best fitting platform

• text/image/video

• -hashtag/mention

• -call to action/link

  • Engagement Goals

    1. -brand awareness, recognition & trust (consistency)

    2. -value for consumers (sharable)

    3. -connect w/ (story about business)

    4. -content, fans, advocates (engage)

Blogs can be created & shared to link the URL

Post Roles

Text Role

1. align w/ your brands voice

2. tell a story

3. focus on 'you'(being them)

4. ask questions

5. include call-to-action

6. use active voice

7. check spelling & grammar

8. use hashtags & mentions

   Image Role

   1. align w/ brands identity

   2. tell a story

   3. rule of thirds (off center of grid lines, attracts attention)

   4. symmetry for stark visual effects

   5. great lighting, balanced exposer

   6. space around subject

   7. experimental views (angles)

   8. lead lines

   9. alt text for photos

photography photo & video enhancer apps;

canva, stencil, vsco, lively, videoshop, quik, inshot, typo loop, seen stories maker, clipomatic

Content Management

topics

• Educational

• inspirational

• entertaining

Content Is Story Creating,

-share content from website

write why you like it, tag them & repost/repurpose

-behind the scene

-showcase people & things

-promote upcoming events

-holiday content

-make a tutorial

-have a give away

-engage a question

-hashtag challenge

-motivational messages

-go live

-storyboard

-repurpose content - clips, voice overs, how to's

-organic content or paid content

• engagement goals

• how we tell story

Title>Picture Board (image step instruction)>Call to Action

Storyboard Layout

1. Brain storm

2. visualize

3. content

4. remember key elements

5. collaboration

6. templating

Viral themes:

content raising social currency gained when shared

sensory trigger used for content as warning respects

evoke emotion to attract attention to your brand

public brand so that you can be reached

practical content- tips, hacks

tell a story

Content Calendar:

(upcoming events, posts, story & when)

Organize & batch out strategy

Consistent brand voice

Plan for events & holidays

Fill in gaps

Collaboration across team

• brainstorm post ideas

• day/holiday/event

• need/can delete, 3 platforms

• break story calendar for every 3 month

track analytics & metrics for posts/traffic

auditing content

interacting & moderating (respond in 24 hours w/ automated messages, engage)

Marketing Goals KPI Castratory

awareness -metrics: like/follow/shares/comments(balance offset numbers with stratagies), total reach, impressions-

engagement -metrics: clicks,

conversation -metrics: actions/sales-

What's Working & What Isn't Based Off Of Analytics

Use Insights To Create Content For Targeted Audience

Check If Dates/Time/Platform is best set or if best at/on others

Evaluate Efforts of Post Success & Insert Best fitting Options

Fundamentals of Advertising, meta, measure campions,

GenAI -> fed data

Deep learning -> recognize patterns

Large Models -> build to create new content

Problem;

New Content created with taught data of bias in/ bias out will lean heavily on those bias

Solution;

Improving data diversity, implementing fairness-aware algorithms & regularly auditing AI models

Problem;

IP & copyright infringement

Solution;

Content filters & development of technology/data input to recognize copy right material & licensing content

Problem;

Processing & deep learning algorithm (black box)

Solution;

Decision making models transparent or traceable & focused on providing more elaborate documentations to prove conclusions

Problem;

Resources (energy&$) for training models & impact on environment/economy

Solution;

improving algorithmic efficiency models, transfer learning

Problem;

Mindless parroting

Solution;

Including mechanisms for recognizing the processing of mindless parroting & feedback/ correction for those issues

Problem;

hallucinations

Solution;

refining training data, stricter validation in training process & cross checks between model outputs

Problem;

alignments w/ human values

Solution;

Ethical guidelines & value alignment frameworks standards are being created

USE Human - in - the - Loop approach when using Gen Ai

Understanding Generative AI

AI - Artificial Intelligence:

bot preformed human task achiever (using dep learning)

• NLP: Natural Language Processing-

solving problems, writing ads copy, social media posts,

 data analysis, image recognition-

GenAi/ChatGBT/Gemini

• Text Ai - images created from text

 - opener .al, chatGBT4, Artbreeder, DaVinci .ai -

• Meta: learns from hehavior of the user

• machine learning: data algorithm created to make new content

  fed data> system organizes data >

   natural language prompt > generates new data

  -code& data generation tools / fake synthetic data sharing - causes to help ai further predict or understand - problems in repeating mindless processes, hollusinasions process pioriating

  >deeper Learning makes imaging, PowerPoints, audio, launguage translation w/ machine learning

  
  

Ways Gen AI can help:

-Data synthesis & analysis

-customer persona generation

-Predict future trends

Targeting Audience Analysis Tools

-Brandwatch

-Hootsuite Insights

-Crimson Hexagon

-Audience

-SurveyMonkey

-Yabble

-AnswerThePublic

-SparkToro

Gen AI Prompt:

brand identity color palette/typography/ logo/ imagery style

Content Calendar requirements:

content categories, useable anytime content, week goal content, month goal content

Customer Journey/ Persona -  engagement& business relation

• targeted audience name & image

• need that we offer solutions for

• demographic- data describing targeted audience

• interests of targeted audience

• behavior or targeted audience-

  • Awareness- when is the targeted audience receptive?

  • Interest- product to audience relations needs - matching content relevance

  • Desire- show product really fits lifestyle

  • Conversion- audience to take action

  • Advocacy- make audience advocates

Social Media Ad

• target audience

• copy

• creative - reuse posts, product images, generated content, shoot from scratch

• call to action - link to website/platforms

• landing page - point of connections

  • ads image must reinforce text, reiterate offer - image of product - clear call to action button

    OBJECTIVES - KPI METRIC

  • awareness ~ ad recall lift

  • traffic~ number of website visits/cost per visit

  • sell~ # of sales/ Return On Ad Spent

  • leads~ # & roas %Sub become buyers/average purchase

  
  

• building ads - start with your brand & design w/ marketing objectives in mind

  • Authentic connection & providing value ( content & interaction)

  • organic social post - value, story, inspire, educate, about me -

  • paid social ads - increase reach, targeted, gauaranteed, tailored messages, interactive, test variations on ads, specific goals, smart algorithms, fit any budget, call to action

  of leads * lead of buyer conversion rate =(# of buyers) * average sales per buyer = Revenue -> Campaign Revenue / Ad Spend = Return On Ad Spend (ROAS)

  Creative Brief Components

• object

• target audience

• competition

• offer

• key benefits

• problem

• proof points

• deliverables

• look & feel

• guidelines

  
  

  #3. Data, privacy & Policies

  1st party data - data received by who its interacting with - (customers/followers/website)

  2nd party data - data passed to partner - (reseller/funding agreements)

  3rd party data - data collected by unclear relationship company - (browser cookies)

  GDPR- general data protection regulation -> law protecting data & privacy of those whom live in European Union

  CCPA- California consumer privacy act -> law enhancing privacy right & consumer protection for California residence

  COPPA - children's online privacy protection act -> law protecting privacy of 13 years & under

• data ads & user identifiers

• control for access

  
  

  Building Ad Campions

  -> source/platform -> Image/Title -> Call To Action -> URL -> targeted choices -> budget ->

• Choose ad objective for business goal

• Case study

  Writing Effective Resume

• strategy - clear communication of tailored role offering to provide for company

• Focus on what's important

• tailor it to a role

• transferable skills & diverse advantages

• templates/layouts header, summary, skills, professional experience, education

  
  

  #4. Advertising w/ Meta

• Ad Manager/ Ad Structure - creation, placement( feeds: FB- In-between posts, IG- in-between business& people, FB market place, FB video, FB right column, Explore, Messenger, IG shop stories: Full screen & vertical-5 to 15 seconds long from followers, in stream: video on demand & live streams only on FB, search: related searches, messages: people you messaged, in article: apps & sites: advertainment beyond meta) & auction: creating value matching right ad to the right person at the right time through targeted audience through competition using advertiser bid($ you can spend) * estimated action rate( if the user will engage) + Ad quality(How engaging) = total value

  • -Auctions are charged only when you win & by the number of displayment impressions CPM=1000*(impressions/ total amount spent)

  • create ad, align objectives, ad creative, duration/budget

  > create ad campaigns, manage campaigns, see results of campaigns & manage campaigns of multiple Facebook pages on a single app<

• Apps Placements - Native ( blends in), Banner(top), interstitial(full screen), Rewarded Video(mobile exchange), Instream Video(before, during or after)

  Campaign

  1. set objective (!, 1 or more ad sets & 1 or multiple ads)

  2. define targeted audience (ad set level)

  3. define placement

  4. define budget

  5. define schedule

  6. define bid settings

  7. Choose format

  8. choose creative

  9. choose copy

  10. choose CTA\

  11. choose destination

• Set A Campaign Objective

  Awareness- generate interest in your product or service, -brand awareness & reach_

  Consideration (traffic , engagement & leads)- make people think & seek information about your business -app installs, video views, lead generation & messages-

  Conversion ( app promotion & sales)- encourage interested to buy or use -catalog sales & store traffic

• Campaign Budget - no more spent the 1/3 the profit revenue from sales

Revenue - Costs = Profit

set goal, set budget, test campaign,

• Bid strategies -

  1. highest volume - spends more depending on market, lets meta use data

  2. cost per result goal- stays under cost control lowest cost actions,& average cost per action

  3. bid cap- limits what bid control can spend for each bid

Audiences :

New(creating),

Custom(people you have already interacted w/)

& Lookalike( same as existing)

• 
  

Facebook Pixel - allows tracking customer behavior better informing marketing decisions

add placements -> advantage+(default) - reach more people, cost affective & Manual placement - devices, platform, stories, in stream, search, message, IN article, apps optimize & delivery, budget & schedule,

1. Intro To Marketing-Digital Marketing-Social Media Marketing-'Landscape'

Social Media 4 Business-Non-Profit- Accounts-Met

2. What to Post - Content Calendar - Producing Content - Manage & Interact

3. When/Why/Where Post - Ad Components - Data

4. Advertising w/ meta

   
   

5. measure/optimize campaigns

6. meta marketing

Metrics to evaluate results

(Define metrics & measure results)

How to measure effectiveness (data, impacts, money spent)

Optimizing within campaigns

(A/b testing, optimize budget)

Media - Atrobute modeling

Community Guidelines:

Careers:

Smart goals:

KPI ( measurable metric- directional - & reality to smart goals

•Awareness - followers, total REACH& impressions - brand awareness & reach - beginning of costumer journey

•consideration- likes, shares comments clicks - JOURNEY - traffic, engagement, app install, video views, lead generation & messages

•conversions - end goal- followers reach & impressions - Catalog sales, store traffic

campaign Objectives must line up with smart goals, goals & KPi

Ads - social media dashboards -  aggregate- hootsuite, buffer, sprout social, sendible, SEMrush, coschuedale, google analytics

ROAS - revenue spending from a specific ad campaign

Effectiveness/profitability, Return On Ad Spend

ROAS=Revenue/Advertising Cost=$(always greater than 1)

-improvement: lower cost for ads, increase revenue ‘audience & ad placements’

ROI -return of investments !bigger picture spending, includes all costs, E.G., investments, advertising

Total Spent/Net Return

roi = revenue - investments / investments = $

CAC - customer acquisition cost

Journey to being a loyal customer

LTV - lifetime value

How much they will spend over time of life (customers worth) (compare CAC) (identify segments value) (create lookalike audience) (big picture thinking) (manage customer retention)

Average purchase value = total revenue  / total purchases

‘Improve customer service’

‘Create content value’

‘Improve customer relationships’

‘Loyalty Programs’

Average purchase frequency rate= number of purchases/ number of customers

Average customers Value = average purchase * average purchase frequency rate=

Average customer/purchase value *

Average customer lifespan

= LTV

Cost Per Result- action taken based off objective set for goals

Results: link click, lead, app install, purchase, engagement, impressions

How much paid for ^

=Total spent/ number of results=

Demographics, placements, schedules

audience, ad placements, scheduling & creative

Campaign type

Objective

Optimization

Life time budget

Results(cost per result) = amount spent / engagement = #

Experiments: variables(changing one thing at a time)

Treatment - ad (itt intentional to treat) -test group- ott keeps bias out, treatment is test group

Control / Test

Randomization

Rct tests:

holdout tests - measure conversion lift (actions)test-ad /control-no ad -measure results and compare groups-< conversion >

Brand survey test- measure brand lift(attitude) increase in awareness- test -ad control -no ad _ survey test campaign goals

<aweatemess & consideration>

ADS Manager (ad formats)

^Single image

^Video/slideshow

^Carousal

^Collection ads -awareness, traffic, leads & sales

Campaigns: blue toggle/ad on gray toggle/ad off

Inactive- gray toggle, ad off

In review-

Processing- updating changes

Rejected- doesn’t comply with policies

Learning limited - didn’t generate enough results to exit learning phase (budget not spent effectively)

Fix^

-combine as sets& campaigns

-target a larger audience

-change to automatic placements

-raise budget

-raise bid or cost limit

-change your optimization event

Scheduled- future

Completed- done & not running anymore

Active- normal

Number of results VS cost per results