Social media marketing smm. SMM: what is it, features, decoding

As you know, all work in Social Media Marketing is based on offering and generating valuable content for the user, which can be text, photos or videos. In different in social networks preference is given different types content. And if we certainly associate YouTube with videos, Twitter with text messages, and Pinterest and Instagram - with photos, then Facebook and VKontakte, for example, give everything out right away.

Choosing a venue SMM-campaign, of course, depends on your goals and the audience you need to work with. However, in most cases, it is advisable to use not one, but several tools at once to attract the attention of the target. In other words, it is recommended to establish a system of complementary actions in different social networks, which will ultimately form into an effective SMM strategy.

Rules and tips for SMM marketing for dummies

So, here are 30 tips and rules for working with social media (SMM marketing), which are designed to help attract audience attention to your brand. Some of them may seem obvious to some, but this is kind of a list necessary actions, capable of strengthening your presence on the Internet in a leading position.

Twitter
1. Try to increase the number of subscribers. The more there are, the better for you.
2. Attract bloggers from your niche using servicesTweepi.com or Twellow.com . This will help you find the most influential microblog authors.
3. Regularly and systematically post links to posts by bloggers who are considered experts in your field.
4. If you share a link to interesting information, be sure to give it a brief description.
5. Share the content of influential Twitter users and notify them about it, including their nickname (Oleg Ivanov) in the message.
6. Automate some processes on Twitter using the service

Svetlana Kornyushina
SMM manager, Uniap
_________________________________
"I'm preparing delicious content"

Over the past 10 years, social networks have replaced users world wide web most of the "functions" of the Internet. For many they have become the only source of information. Watch a movie, listen to music, find out the news, play games and just chat - all this can be done on social networks.

In addition to entertainment, social media offers various services and allow you to monitor latest news favorite brands. Now it’s hard to imagine that any company, even the smallest one, doesn’t have a page on social networks. Some companies do without a website at all and limit themselves to a public page. Therefore, promotion on social networks is for modern business extremly necessary.

Managing a brand's presence and promoting it on social channels is called SMM marketing. Social Media Marketing is efficient use social platforms as channels for business promotion aimed at working with target audience on social networks. SMM is the most promising method of promotion and at the same time quite affordable in price.

This type of marketing is aimed at working with subscribers in corporate groups and expanding them. Main SMM task– creating high-quality and interesting content that users will rate, comment and distribute on their own, thereby increasing their knowledge about the brand, its reputation and the number of readers.

The SMM manager is responsible for promoting the brand on social networks. His tasks include increasing audience coverage, creating a positive client image, and working with negativity. This specialist determines in which social networks the company will be promoted and by what methods the promotion strategy will be built.

What problems does SMM marketing solve?

Social Media Marketing solves a whole range of problems related to brand promotion:

• branding, brand promotion;
• growing popularity of the brand;
• increasing traffic to the company website;
• increasing audience loyalty to the company;
• increasing the number of site visitors;
• increasing the number of subscribers;
• obtaining company leads;
• informing about promotions and discounts;
• receiving feedback;
• Creation personnel reserve companies;
• brand reputation management.

Basic SMM marketing tools.

1. Development and creation of pages, groups, public pages and blogs on various social platforms.
2. Filling with materials and designing social networks.
3. Attracting new subscribers, stimulating audience interest in the community.
4. Supporting discussions, responding to comments, hidden marketing, conducting discussions on behalf of the company.
5. Website promotion in communities.
6. Advertising in thematic communities and on the pages of famous bloggers.
7. Working with negativity, creating a positive brand image.
8. Viral marketing.
9. Creation of applications, games and their promotion among users social media.
10. Analytics and creation of a brand promotion strategy.
11. Ability to customize targeted advertising.
12. SMO - optimization of Internet resources for social networks.

How to create content for social networks?

Social networks differ from each other both in their audience and in the types of content that are interesting to this audience. For creating correct content specialists from Europe have developed the so-called “golden content formula”.

Engaging content – ​​40%

Engaging content allows group readers to communicate, watch photos and videos about the company, participate in promotions and competitions, and receive bonuses. All these actions increase loyalty and interest in the company or brand. For group members, such content is interesting because it contains useful information.

Brand content – ​​30%

Brand content is the content of “brand advocates”. This type includes customer reviews, interviews with company employees, videos about the life of the company, blogs about events within the company, photographs from meetings or conferences, and answers to questions. Subscribers are interested in learning information about the company first-hand; such information is more trustworthy than advertising.

Educational content – ​​25%

Educational content helps group members learn more about a company or brand. It includes: company history, various studies, information about new products and products, links to useful information, industry news. Publications may be advertising, but must contain useful and educational information.

Advertising content – ​​5%

Advertising content contains direct advertising of a company or brand. Here can be presented: commercials, booklets, posters; company innovations, information with a call to purchase, facts about products. The most important rule is not to post this type content constantly, as this may affect the loyalty of subscribers.

It is worth paying attention to the quality of content and group design. All channels of communication with the audience must have uniform style. In addition, viral marketing is important in social networks - these are bright headlines, beautiful images, interesting videos, understandable text information for subscribers. Thanks to this, the group members themselves will spread information about you - it will work word of mouth. Every social network needs different materials, so forget about the “ctrl + c” and “ctrl + v” keys.

Social networks suitable for SMM promotion

Today there is a large number of social media, so SMM promotion is possible on any social network. But there are more popular social resources in which the level of views and coverage, clicks, likes and reposts will be higher. The most popular social networks include: Vkontakte, Instagram, Facebook, Odnoklassniki, YouTube, Twitter.

Results

To summarize, it should be taken into account that today there is practically no free methods promoting a company or brand on social platforms. If you plan to do promotion yourself, then you can’t do it without investments. Creating content, advertising in communities and bloggers, targeting requires additional costs, and not every company employee has the skills to promote on a social network. Therefore, for a literate and effective promotion companies contact professionals in their field.

Uniap company knows everything about SMM and even more. Our specialists will develop a competent strategy for promoting your company, create high-quality and interesting content and will bring you a large number of subscribers who will become your clients.

Leave a request on our website, and our manager will answer any of your questions and tell you how to get a 20% discount on our services.

The other day I had the honor of taking a course on social media marketing, to which I was kindly invited by RUSNANO.
Something seemed new, something seemed hackneyed to the core, but what I like about this kind of lecture-course is the systematic presentation of information, when there is little time, but something important needs to be said, as a rule, you don’t spread out “through the woods”, but concentrate on important. Since I don’t have much time right now, I’ll summarize the most important things I heard.

Yes, I would like to immediately make a reservation that the text below is a summary. For those who do not know what SSM and SMO are, you are welcome to marketer's dictionary, briefly look at the theory, so to speak.

Introductory note at the start of a big marketing effort to conquer social media:

Using the example of such a large company:
1. The general negative background of the “delusional concept of NANOTECHNOLOGY” in relation to the current state of development of the country, industry, etc.;
2. Alexander Borisovich - a traditional and convenient figure and object for malice and mockery;
3. Terms and concepts of the nanotechnology industry that are difficult to explain;
4. 3-4 “insider” leaks per month with increasing dynamics;
5. International partnerships of JSC with possible political risks;
6. etc. and so on.

Proactive and Reactive Social Media Marketing Strategies

1. Rective position:
- attracting as many people as possible to become voluntary advocates for the brand and the company’s position;
- identification of an adequate community (location);
- transition from virtual discussions to meetings and activities
- and all this while abandoning virtual characters when generating message traffic;

2. Proactive position:
- conversation, not information!
- adaptation of information for ease of perception;
- building a loyal community
- “not a day without a line”... oh how!
- and this despite the fact that: “only expert judgments and do not gloss over the facts”

Results in 6 months

The balance of negative information / positive information has clearly changed towards the positive
At the beginning of marketing work, the number of positive publications was 1-5% of the total
IN currently positive 40%
Despite the fact that the latest “hard” cases (income of RUSNANO and ABC) passed with a minimal surge of meaningful negativity

Why social media for the b2b sector

This question interested me greatly, because I always saw a gap between: “where is business-for-business and where is the social get-together.” So I caught the following:
Social networks live their own lives and your company can simply ignore them, but even any fired employee is a potential “writer” on a social network with a tendentious story about how he was not treated well.. Let alone a company of RUSNANO’s level.
Either you have a position on social networks, or social networks will create this position themselves.
Next is what was not said, but was born in the head - as a result of the story. Intel's case study is read by 600 thousand people on social networks. Either these are all dealers and distributors, or Intel has interested social networks with its processors. Those., to an ordinary person It turns out that you don’t need a computer, but some kind of processor in it.

How to integrate social media into company marketing

Obviously: Social media positioning should reflect the company's overall strategy. Otherwise, you will be caught in your word, in your action, or in your inaction.
It is necessary to shift the content between the official website and the social platform. Allow comments on news and events. Force (!) marketing employees and potentially talented writers from other employees to create microblogs, pages and post about the company, comment, etc. Organize competitions for best post, for anything, because a post is a means of communication, and the reason (reason) can be any corporate one. Post not even about the company, but about life around the topic.
From myself and super example: we can talk about dry food for cats, about new collars (pet store), or we can talk about the fact that the rat is the only mammal (except for great apes and humans) that can laugh. Do you understand? A rat can laugh!

Reasons and topics for posts on social networks

Surveys, competitions, community of independent experts, reaction to negativity (positive), posts on market monitoring (analytics), involvement of interesting parallel platforms in affiliate programs with information, comments, shares of each other, social network interviews interesting people(answers on questions)

How to behave on social networks. Simple rules

Forget the formal language of marketing press releases. Don’t abandon started threads of dialogue, there are always subtopics, new data, information to continue the conversation. Subscribe to mailing list about updating walls, tweets, posts. Don't write, but talk. Don't be afraid to make mistakes. If you make a mistake, apologize, don’t get out of it.

Analysis of the effectiveness of social media presence

1. Audience coverage - by followers, subscribers, RSS readers
2. Conversion - number of comments, likes, reposts, retweets, depth of blog viewing
3. Involvement - content of comments, depth of discussions (number of posts in a discussion);

SMM (Social Media Marketing) - social media marketing is the promotion of goods and services on social networks, which are perceived by marketing as social media.

Social Media Marketing-This effective tool, with the help of which visitors are attracted to the site from social networks, communities, blogs, diaries and forums. Consumer attention can be obtained and purchased through advertising. The trust of the target audience cannot be bought, it can only be earned. Social media platforms - modern instrument to interact with the target audience. Today, the audience of social networks is comparable to the audience of television channels, only it is more attentive and active. SMM has more in common with online PR than with advertising. SMM is direct work in communities that reach the target group of users. These are tools for direct and hidden interaction with the target audience.

Tasks that can be solved using SMM:

Branding, brand promotion;

Increasing loyalty and fame;

Increasing traffic to the company website.

SMM It still refers to non-standard promotion tools but, today, it is the most promising. Social Media Marketing is in demand both by large companies, market leaders, and by small and medium-sized businesses that use SMM for their own promotion and establishing contact with their consumers.

Traditional social media marketing tools:

Creation, design, filling with materials (maintaining) a blog on various platforms;

Blog promotion;

Information messages in thematic communities, supporting discussions, responding to comments;

Working with popular thematic forums: launching and supporting discussions, hidden marketing (agents of influence),

Conducting discussions on behalf of the company (direct marketing);

Viral marketing;

Monitoring positive and negative information. Creating a positive information background;

Optimization of the company's Internet resources for social media (SMO).

SMM does not have an immediate effect, but gives long-term results if it is targeted and correct use. Its main advantage is the low cost of investment compared to the possible effect of the measures taken.

Social Media Marketing implies mandatory optimization of the site and bringing it into line with the main criteria SMO -Social Media Optimization.

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