Let’s start with the basics. What is SMM and why is it needed?
SMM (English – Social Media Marketing) – marketing in social networks – a way to attract attention and increase loyalty to anything through social networks. Unlike classical mass media, social networks provide the target audience of the promoted product the opportunity to interact with its representatives in real time.
Classical SMM implies a set of measures that can be conditionally divided into five parts:
Development of the strategy (identification and study of the target audience, search for effective ways to influence the target audience, integration of SMM into the overall marketing strategy of the company);
Creation of content (writing and design of posts)
Promotion (setting up paid postings, advertising in relevant communities and on pages of agents of influence);
Analytics (assessment of the involvement of the audience in a particular type of content);
Community-management (maintenance of discussions, answers to comments, neutralization of negative).
In today’s world, social networks are one of the most important components of the brand’s marketing strategy. With their help, you can and need to raise awareness, attract customers and build a reputation. Even the Pope has a twitter account – is it worth saying that SMM is vital to any business.
Ok, where to start working on SMM for a major brand?
First, determine the purpose of the brand presence in social networks (increasing recognition and loyalty, attracting new customers, creating emotional involvement, fixing a certain number of associations in the perception of consumers, etc.). Second, determine the target audience. You have to be very clear about what your clients live, how old they are and what their wealth is. Study their interests and preferences, and then, based on the data and the goal, start developing an SMM strategy.
And how is the effectiveness of SMM evaluated?
The main markers for the effectiveness of SMM are the growth of subscribers and their activity. If the presence of a brand on social platforms is necessary for additional communication with loyal users, KPI * should be considered as a set of social activities (likes, reposts, comments, participation in surveys, etc.) and general brand perception.
If the social network is primarily a direct sales tool, then KPI is calculated based on the number of transitions to the product page. The number of transitions is well traced and correlates with sales: the more transitions – the more sales.
Why collect statistics on competitors?
Statistics on competitors helps determine what is best for you. Statistics can be collected independently or with the help of special services (for example, Livedune or Popsters), which allow downloading information on publications with the highest and lowest Engagement Rate *. Using this data, you will understand which formats work and which ones do not, see the reaction to different types of content, and also avoid mistakes made by competitors.
At what time do you publish posts to be seen by as many people as possible?
The optimal time for issuing posts is a matter of constant dispute. Someone advises to plan publications, for example, at 11:04 or 15:09, because at zero-zero minutes, all the others are released. Someone argues that on weekends and holidays it is better not to post at all, because people do not sit in social networks. These are myths: with the advent of algorithmic tapes, most users see posts much later than their publication, and on weekends and holidays social networks are no less popular than on weekdays.
The best time for posting, in our opinion, is the interval between 9:00 and 11:00, the worst is Friday evening, but it all depends on your audience: while office clerks see off the working week in bars, teenagers show high activity in social networks .
Do I have to set hashtags and, if so, how to determine the most relevant ones?
Hashtags are definitely needed, as they help increase the flow of the audience. In addition, using hashtag, you can designate categories within the community, on which users will be able to find those or other posts. The main thing – do not put more than ten hashtags under one post, especially those used for “gray” promotion, like #followback and #between – for them anyone goes, but not your CA.
To select the relevant hashtags, specify the idea that you want to “sew” in them, and then see what is published on them. Do not use abstract words and vague phrases. Suppose you promote the production of a meat-packing plant and write a post about sausage. In this case, the hashtag # of delicious bells will be welcome, but # quality or # products is already redundant, because among this “garbage” your post is guaranteed to be lost.
How to dial “live” subscribers?
The number of subscribers directly affects the ability to promote and monetize your account. In addition, this value – a kind of trigger for visitors: seeing the army of active followers, they become subscribers much more willingly.
The process of attracting “live” subscribers on each social platform has its own subtleties. In “VKontakte” it can be done in several ways:
Set up targeted ads for a specific audience. So the subscribers will be quite expensive, but at the same time maximally “targeted”.
Do “crops” – reposts from your page to relevant communities (paid or bartered).
Regularly deliver high-quality and interesting content and wait for an increase of 0.01% of the total number of subscribers after each publication. Get the label “Prometheus”, and with it – increased coverage.
The audience of facebook experiences a strong glut of content, so there is no way to do without advertising. The cost of each subscriber involved with TGB * can range from 1 to 500 rubles. However, with proper targeting even for the most “expensive” audience like top-managers of large companies, the maximum amount for each subscriber is unlikely to exceed 200 rubles
To attract subscribers in the instagram will have to do a lot of high-quality content and carefully target the targeting. Select not one, but several target audiences, lay the minimum budget for each and track the quality of the inflow. So you will understand who is most interested in your content and will be able to invest in the shows of the most effective audience.
The only effective way to attract subscribers on Twitter is the purchase of VERY DEAR advertising. Unfortunately, it is impossible to give targeted advertising to Russian citizens and in Russian in this social network because of US sanctions against the Russian Federation. Therefore, you can either buy advertising in the promoted accounts, or use the services of intermediaries.
In YouTube, everything is simple: if you make high-quality and unique content, then your channel will necessarily “shoot.” Common content without STA * converts subscribers to 1% of the number of views. However, we strongly recommend that you complement each video with calls to subscribe to the channel, click on the “bell” and leave a comment.
What is targeting and how do I configure it?
Targeting is a mechanism that allows only the audience that meets the specified criteria from the total number of users. Suppose you are engaged in the sale of children’s clothing in Moscow. So, you need to choose shows of a female audience with children of the age you want and living in the capital.
Targeting is present in any social network. The principle of operation is the same for all, only the configuration options and the types of gates are different. Let’s consider an example of setting the targeting in “VKontakte” – the largest and most relevant site in the Russian Federation:
We go into the office, replenish the balance and create an announcement. Go to the targeting setting: choose the right topic, gender, age, marital status, geography, interests, education, place of work, etc. We set the cost for 1000 impressions (the amount is 50% of the recommended amount), and the amount impressions per user. We send the announcement for moderation. Done! It remains to set a limit of 100-200 rubles after the moderation, so that the ad does not go all the money.
To select a narrower target audience, there are third-party services, such as TargetHunter. The service allows you to collect all the subscribers of groups and communities according to your criteria in a few clicks, and also to unload posts from a particular community and sort them according to the ratio of likes to views.
And the last question. How to communicate with subscribers?
First, be polite. Secondly, involve: people like to think that their words and actions are important, so they should feel involved in the conversation, and not just observers. Promptly answer questions, praise and criticism under the posts and in PM, supplement the posts with surveys and CTA, and you will see that even the hiders can be turned into lawyers of your brand.
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