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Introduction to Social Media Marketing, Certification link

Actions of MOKUKU:

  • Better goal, and select KPI.
  • Refine our target audience picture.
  • Encourage customer journey, make action between stages.

The Social Media Landscape

Four steps of Marketing :

  1. Audience research
  2. Create messages
  3. Get messages in front of audience
  4. Evaluate and optimize impact.

Digital Marketing : marketing using digital technology or digital media.

  • Allow target message to people.
  • Allow measure the effectiveness of ads.
  • forms:
    • Social media marketing (facebook)
    • Search engine optimization and marketing (google)
    • Display Advertising, Email Marketing, Content Marketing.

Social Media Marketing uses social networking platforms or websites to promote a product or service.

  • Organic (free) social media marketing. (e.g. facebook business page.)
  • Paid social media marketing / social media advertising. (e.g. ads on facebook)

Social Media help Businesses (& Non-Profits) and People to Connect, Share or create contents. 📥 Create Social Media Accounts for Business

Social Media Platforms

📥 Major Social Media Platforms : FaceBook, Instagram, Youtube, WhatsApp, Messager, WeChat, Linkdin. TicTok, Snapchat, X, Pinterest.

SMART Goals and KPI and Plans

  • SMART goal : Specific, Measurable, Achievable, Relevant, Time-bound.
    • e.g. “Get 10,000 website visits during the month of May”.
    • e.g. “Sell 3,000 pieces of our product in 6 weeks”.
  • KPI measurable values that help track progress. should be Measurable, Directional, Directly Related to Goal.
    • Sales revenue, Cost per sale, Cost per lead, Conversion rate, Brand awareness, etc.
    • e.g. Number of product we sell; Cost per lead (potential customer email); Conversion rate (#sell/#emails).

Picture Target Audience & Understand Customer Journey

The aim of marketing is to know and understand the customer so well, the product or serve fits him and sells itself.

Target Audience : the group of people you want to reach with your market message, because they may be likely to take action as a result of seeing it. Audience Segments :

  • Demographics : they may have the same age, gender, household income, occupation, education, location.
  • Interests : they may share interests in certain products, topics or activities.
  • Behaviors : they may read the same publications, visit the same online destinations, have certain hobbies or play the same sport.

📥 How to Define Your Target Audience: A product could have multiple target audience segments, while most will focus on a Primary target audience segment. and a secondary target audience. Build a better picture of your audience :

  • Larger companies may rely on larger qualitative (smaller samples) or quantitative (larger samples) studies.
  • Alter method :
    1. Describe current customer. (questionnaires to get a better picture)
    2. Monitor the competition and its target audience.
    3. Talk to customers, friends, or strangers.

MOKUKU target audience example:

Segment Fashion Enthusiast Tech Enthusiast Daily Commuter / Emotional Companion
Core Need Beautify their car interior and enjoy emotional companionship Access clear, rich, and intelligent driving data Receive data support and gentle companionship during daily commutes
Demographics Age: 25–35
Gender: All
Income: Middle level		 Age: 30–55
Gender: Primarily male
Occupation: Drivers, engineers, or tech lovers		 Age: 25–50
Gender: All
Occupation: Office workers, frequent commuters
Interests Cars, AI, fashion, pop culture, lifestyle aesthetics Cars, JDM culture, tech innovation, gadgets, RVs Cars, commuting, podcasts, music, wellbeing
Behaviors Enjoys spending time in the car — for commuting, weekend drives, or relaxation Enjoys the driving experience, often spends long hours behind the wheel, appreciates functional design Uses the car daily, values comfort, seeks companionship or light entertainment during driving
User Case Alignment User Case 3: Enjoy driving and personalized experience User Case 3: Enjoy driving and access detailed driving data User Case 1 & 2: Daily commute support and fatigue relief

Customer Journey, 5 stages : 1. Awareness; 2. Interest; 3. Desire; 4. Conversion; 5. Advocacy. Marketing encourage the customers to move on to next stage.

graph TD
Awareness --"Show product/brand
Focus on benefits"--> Interest

Interest --"Focus on expected outcomes
Product in customer's life"--> Desire

Desire --"Promotions
(coupon, sale, gift)" --> Conversion

Conversion --"After sales service
Encourage reviews and posts."--> Advocacy

Choose Social Media Channels & Social Media Policies

  1. Evaluate your marketing goal.
    • Brand building, Generating sales, Customer service, Building community.
  2. Consider your target audience.
  3. Consider your content format.
  4. Evaluate the competition.
    • Where are they active, What do they share, Where is the conversation happening?

A Social Media Policy is a set of guidelines that a company or organization creates to define how its employees, representatives, or community members should behave on social media platforms. Purpose of Social Media Policies:

  1. Empower employees.
  2. Protect the brand.
  3. Guard against legal risks.