Transcripts
1. Intro : Hi, My name is Kaitlyn, and today I'm gonna be
teaching you the basics to social media
marketing and how you can implement it
and sell products, promote brands all by yourself. And even if you want to get a Social Media Marketing
Certification like I have, first, we're going to
start off with what social media marketing is and what it's going
to be used for. Then we'll go through
and understand the customer and how to
market to the customer. And then we're going to end off with what is the future for social media marketing and
where should it be heading?
2. Understanding The Market: You've probably
heard of marketing. The thing that you might
not have heard is that marketing is
everywhere around you. Even while you sleep, even while you're in bed, you're marketing
yourself, whether it's a good idea to get up out
of bed and start your day. And you're marketing to
yourself how it's a good idea to stay in bed and relax
for a little longer. Marketing is all around you. You see it on your TVs. You see it while you're in bed. You see it while
you're walking around. And marketing can make a bigger difference
than you think, not just with how you
promote and sell things, but also how you, your person acts and
feels in your head. Now, why do we actually need marketing in
the first place? Well, like I said before, marketing is used all
around us and you can use it to help make you
money and control your life. It allows you to get more
information on clients, get a better return on
investment for what you invest in and it helps you
build contacts. Now let's start off with
what marketing actually is. The first one is advertising. Advertising, the process
of communicating with the intention of a customer buying a service or a product. This is what you
see all the time. Maybe when you're watching TV or you're on
your phone watching videos of brand is trying to
sell you a singular product, maybe a blender, maybe a
smoothie or something, and they're trying
to sell it to you. This is what advertising is and this is what
is most familiar. Next, we have brand management. The process of maintaining
the identity of a brand. Let's use Nike for an example. When you see a
Nike commercial on your television
or on your phone, you don't just see a Nike shoe being thrown at
you and say here, this is why you should buy it. Like advertising does. What brand awareness and brand management
does is it allows Nike to let you be aware of what they do and
how they do it. In Nike's case, is they show
you a bunch of videos of athletes doing a
whole bunch of things wearing Nike shoes
and Nike clothing. And at the end of that, it shows a big nike just
do it at the end. This illustrates the
idea to you that Hey, nike and these athletes
are connected. Next, we have
marketing research, the process of gathering
and analyzing data to better understand
customers and companies. What this means is it's
just taking the analytics, maybe from advertising
or promoting a video or even doing a
brand awareness campaign. It's taking all the information that you've gotten from that and analyzing it to see
what is the best do. For example, let's
say we are Nike. Let's say we're trying
to promote a shoe to a certain person and we're using social media
marketing to do that. We're gonna be marketing it
on Facebook, for example. First of all, we're
just going to send a few advertisings and advertisements out
there just to say, Hey, look at our shoes, you come by it after a
certain amount of people have seen and viewed or maybe
even bought the shoe. Then we can go look into the analytics and perform
some market research. So let's say this is the product you're
trying to promote. And all of this is
how well it's done. Whose body and what are
the demographics for it. For Facebook, it gives you a
lot of different analytics. It gives you if they're
male or female, how much they make any year, how many kids they might
have, how old they are. It gives you a lot of these
different things that you can incorporate into
your next promotion. Let's take a look at some of these demographics and see where we should target our next post and who we should target it to. Now what we're seeing is more
males like this product. And also we're
seeing that the age that they are is 18 to 25. They also seem to be making between $40 thousand a year
and $80 thousand a year. So now what we can do with all these demographics
is we can make a new promotion and
we can target it just to that specific
type of person. Since that person, like
seeing our content the most and as more likely to click on it and actually buy the product. There's a lot of different
ways of marketing, but we're gonna be
focusing on advertising, market research and
brand management.
3. Understanding The Customer: Now let's talk about
understanding the customer. This is a big part
in marketing and how you can get the customer
to buy your product. Because if you're selling to
someone who you don't know, then you're not gonna
have any idea what to do. Or even if they're even
going to buy your product. For this, we can
use analytics and market research like we
did for the last example. First, want to understand
your target audience. How we did for the
last example is exactly what you
wanna do to try to figure out who you're
specifically marketing towards. But also you want to think
more in-depth than just that, than just their age, their gender, how much
they make a year. You want to think
more precisely, like they have a college degree, or if they just graduated
from high school, or even their habits and
what they like to do every single day
and the products and things that they
might be interested in. You also want to find
out their struggles. Let's say person a goes to the
gym and person B does not. And you're trying to
sell a shaker for it. Who do you think is
going to buy it? Definitely person a
because they go to the gym and they
might not have it. That's one of their struggles. Person B doesn't have
that struggle because they don't go to the gym and
they don't need a shaker. Some things that you shouldn't
do when you're trying to understand your customer
is be like Steve Jobs. Steve Jobs was a very
successful marketer and who's very smart at it. But the problem is he tried to sell a product to everyone. Now this will work
for something like an iPhone that no one had done. Now everyone does. But the problem with that is, it's very hard to
create a product. Anything that everyone wants, you want to stick to
a certain amount of people in this area. Now the reason for this
is very simple for me. I'm going to use
YouTube as an example. I make YouTube
videos on finance. Me trying to promote
that to someone who's interested in sports
might not work. But if I'm trying to promote
that to someone who's directly interested in
finance. That'll work great. So you can see them
marketing to everyone might not be as
optimal as you think. If you mark it to everyone, you could waste some money
marketing to someone who likes sports and not on someone
who likes finance. You could waste more
money than you would have a less return on
investment or ROI. Some ways that you can collect this information or
things like surveys, focus groups, web analytics. And you can use all of these
things to try to find out who is going to be
your best target and why they are going to be. For example, let's start with focus groups. What
is a focus group? Focus group is where
a group of people get together and
they see a product. Let's say you're trying
to sell a candle to them. And they're looking
at this candle. And there's many people in this room looking
at this candle, giving their own reviews for it, what they like, what
they don't like. Now with that, you can see what type of person likes
this candle and likes. What about it? Let's say younger people
like the cinnamon candle. Older people don't really
like it that much. Next we have surveys.
This one's pretty simple. You can just have a bunch
of questions and give it to a bunch of different
people and see what the people like the
most and what type of person filled out the survey and what type of
person are they? So if younger people also
like to send them in candle on the survey
and older people don't, then you know that we have
a trend and you should make you market it to
the younger people. Next, we have web analytics, something like Google
Trends really helps a lot. It lets you search keywords and trend words that are
happening right now. So if cinnamon candle is being searched way more
than an apple candle, then you know that a cinnamon
Canada is a better option.
4. Communication and Messaging: Now let's talk about
communication and messaging. This is very important
because if you send the right message to the wrong person,
that could be fatal, or if you send the wrong
message to the right person, that can also be fatal
and lower your return on investment and make your promotions and
advertising useless. So let's talk about
some marketing process. We have advertisements, emails, newsletters, text messages,
and even social media. These are all great
ways to get out and communicate with people
about your message. Now creating your message. When it comes to
creating messaging, you need to clearly understand your objectives before you
begin creating content, ask yourself the
following questions. Who is the target audience? What message do they want the
target audience to receive? Will all the audience
receives this message? And what is the call to action? Who is your target audience? You need to find
out who that is, what they like, what
are some other faults? What do they need in their life? And you can market to them. Next we have, what is the message you want the
audience to receive? Is there gonna be a good
message about your product? Isn't gonna be a bad message about another person's product. What is it going to
be? Next we have, where will the audience receives this message when they receive
it in their email or text? It might be a different feeling than how they receive it on social media or in an
advertisement on their TV. Finally, what is
their call to action? What a call to action is, is it's a word or
a phrase that get people onto your website
or to buy the product, we want to figure out
the best phrase or even just a word to get
these people to say, I want to go buy this product. It seems really good for me. For example, you have
Nike Just Do It.
5. 4 P's of Marketing: Now let's talk about the
four P's of marketing, of price, promotion,
product, and place. Now finding a perfect
balance of all four of these is exactly
what you want to find. If a product is too pricey than it's not
going to perform as well. And if it's just a bad product, you can press it as low as you want and no one's
going to buy it. Now let's start with product. Ideally, you want to have a
product that solves an issue. If you have a product
that's just for fun or just for doing things, it might be really hard
to sell that product. But if you're selling a shaker to someone who goes to the gym, that'll be really good
because that person's needs that shaker and
it's solving an issue. Next, we have price. The price of that
really matters because you still want to have a
good return on investment, however much money
you put into it. But you also don't want to
limit your amount of sales, like using the shaker example. If I press that shaker at $50 for a little
plastic container, the person might not
like it so much and they might not want to buy it
because it's too expensive. But if I lower that
price down to maybe $20, I can have a good return
on investment and that person could get a shaker
for a reasonable price. And if I do it too
low, like $15, then I'm not making good return and the person is
definitely going to buy it. But I'm not making as good as a return as I would with $20. Now promotion, this is a big part because
if you promote to the wrong person than all the other efforts are
gonna be for nothing. You wanna make sure
you're promoting to the right person and then the right place that
leads us on to place. What is the perfect place for you to promote your product? Is it may be through
newsletters or emails, or is it through social media and marketing,
through television? Need to find a perfect
place to promote your product and
exactly what it's for.
6. What is Social Media Marketing: What is social media marketing? Social media marketing
is a way for businesses to
interact with people. They can do this
through one-to-one marketing and
one-to-many marketing. What this means is
one-to-one is a business as saying this directly
to you and no one else. Or it might feel like it's saying it to you
and no one else. Now we have
one-to-many marketing. This is a very popular
form of marketing that businesses use to
promote their product. And many different people
like Nike would just do it, promoting a shoe to
many different people. Or were you see on your
TV they're trying to promote health care to a
bunch of different people.
7. The History/Future of Social Media : Now let's talk about the
history of social media. From 1995 to 2002, there was something
called the.com bubble, where a bunch of
different websites just tried to be created to see who could be the best
and race to get there first, this start is something
called Myspace. Myspace was a direct
messenger and what it allowed it to do was
for people to connect. It's like text messaging, but through social media. And with that, that spring up a bunch of different
things like Facebook, Instagram, Twitter, and so many more without the
big star or MySpace, all these other
social media websites might've taken way longer to exist and not have been as good or as implemented
as they are today. Now let's talk
about the future of social media and social
media marketing. In the past, we had vine. Vine was a very quick five
to ten seconds videos that would flash before you
and be done in an instant. Decades spark to TikTok. Now people can scroll through hundreds of thousands of videos every single day and have them between five to ten seconds long and even
up to a few minutes. And people would
just scroll away on them and see many
different advertising's, which is where you come into
play in this day and age, people want something
that actually hooks them and attracts them. So if it doesn't do that
between 12 seconds, it's not going to
get you anywhere. Because now with TikTok, people can scroll right
past it, just like that. Same thing with
Facebook and Instagram. They can scroll past your
promotion just like that. So you need to find a
way to hook them and actually reel them in
and get them interested. What's great about this though, is platforms like TikTok have
AI integrated with them. They're artificial
intelligence finds the best posts to promote
directly to them. So if you make an
organic post and not promoted to anyone and
just posted on TikTok. It'll probably find the
right audience on its own. It just might not be
as big as a promotion. But their AI within
TikTok and Instagram and Facebook helps find
the right person to get your promotion. Next, we have influencers. Influencers are a huge part of social media and they make
up the majority of it. A lot of people like
influencers because they will, they
influence people. So if you give a skateboarder your skateboard and you say, Hey, can you mark it this, they're going to have a lot
of influence over that. Product. Influencers might
also be celebrities. For example, they use
Johnny Depp and to your, to sell their product. Just like how you can use YouTube or Instagram influencers
to promote your product. Now let's start our
project to make your first mock promotion.
8. Project/Example Post: So let's make this
project together. Say we're trying to promote
on Instagram for Tesla, the people that are probably
going to buy a Tesla, or most likely going to be over 25 years old. So
let's start there. We want to find something that
someone who's 25 will like to see on Instagram and probably
like to buy from Tesla. So let's go look here. These are all
pictures that you can take from the web and
using your promotions. So I've had a pretty
good picture here off the web because I couldn't
find that many good ones. So let's start here. First of all, I like how
this car looks and I like that it shows
most of the car. It gives a nice sleek
and elegant and design. What I don't like about this is the background and how
much space is just blink. So what I'm gonna do
is I'm going to try to edit this image
and I'm going to try to get rid of the
background with Canva. That's really easy. Now, I have this
blank car that I can just move around and
do whatever I want with. I like the car, but
I don't like it taking up the whole page. So what I'm gonna do is I'm
actually going to make it bigger and push half of
the car off the screen. Now, I liked that a lot. So what I'm gonna
do is I'm gonna go edit the background image. I'm going to try to
make it black because I like how sleek and
cool that looks. What's really nice
about Canva is it takes the photo colors from whatever
photo you brought in. This is from the
car and these are the similar colors that
are used in the car, but I'm just going to use
black for this background. Now the car for this
doesn't really fit. So I'm going to edit this car. I'm going to bring its
brightness down so it kinda fits into the
background of the car. But I don't want it to be
too lost in the background. I'm going to bring
up the contrast. So the brightness of the
car itself comes up and the darkness of
everything kind of fades in and makes
it look nicer. Now, I liked that a lot, but this is missing
something over in this area. And also people need
to know it's Tesla. Not only is their
logo kinda covered, but if the car was out here, it kinda hard to
look at the logo since it's pretty small
relative to the rest. So let's put this back
and let's try to make the logo bigger and fill
out the rest of this area. What I'm gonna do is I'm
going to put some words in that kinda works
with Tesla's motto. If you don't know what
Tesla's motto is, is it's built for the future. So let's just do something really simple and
just copy that. Now it's kinda hard to see, so let's make it white. Now. I don't really like how this
doesn't stand out that much. So let's find a different way
that we can make this pop. Let's go into effects and
see what is the best. Let's test it around. Shadow kinda. Okay, lift Paulo,
splice, echo, glitch. I kinda like glitch. Neon. I really like
background, can't really see. I like neon. I'm going to use
neon for this one, but it's a little
too bright for me. So I'm going to lower this
down to, let's say here. Now this gives us a good
framework to work on. Now we have Tesla's
motto and you have big Tesla car
on half the screen. Now what's missing is
knowing it's Tesla, but now I find a good
simple Tesla symbol that I found from the Internet. What I'm gonna do with this
is very similar with the car. I'm going to put it in here, make it a little
smaller because that's way too big for my liking. And then what I'm
gonna do is I'm gonna get rid of the background. Now we have a really nice test, the symbol that we
can put somewhere. So what I'm gonna do is I kinda like it being relatively small, but you still know what it is. And I'm gonna put it right at the bottom of this,
kinda like a quote. Now I kinda like how that looks. Of course there's some more than needs to be done to this, but this is basic framework and you can make one that's
very similar to this, to just make it
basic and make a few every single day and build and improve on it so that you
can make the best one.
9. Outro: Forward to seeing
your guises projects. And this was just the intro
to social media marketing. And my next course, we'll
take it bigger look into what the specific social media sites are going to be used
the most and what for? I look forward to seeing
your projects and I look forward to teaching you
in the next course.
Kylan Bennabhaktula
