Social Media Tools and Customer Engagement

• Social media tools can improve the management of social media activities.

Customer Goals and Motivations

• Customer goals include creating awareness, engagement, conversion, and retention.
• Awareness involves expanding brand visibility and reach using social media ads and organic content.
• Engagement involves fostering interaction through likes, shares, comments, and participation.
• Tools like Hootsuite or Buffer can schedule and monitor engagement metrics.
• Conversion involves driving actions such as purchases, sign-ups, or downloads, and leveraging retargeting ads and platform integrations such as Instagram Shopping.
• Retention involves maintaining relationships with existing customers through personalized content, loyalty programs, and social media CRM integrations like Salesforce Social Studio.

Customer Motivations

• Customers are emotionally motivated by brands that share their values or create relatable experiences; an example is a fitness brand posting inspirational transformation stories.
• People engage with content that offers utility, like tips, tutorials, or discounts; an example is a B2C brand sharing "how-to" videos for product usage.
• Audiences seeks entertaining, humorous, or creative content; an example is viral challenges on TikTok or Instagram Reels.
• Transparency and authenticity motivates trust; an example is an NFP using live streams.

Creation of Personas

• Personas are fictional profiles representing ideal customers, created by analyzing demographic, psychographic, and behavioral data.
• Personas help tailor content, improve targeting and messaging accuracy, and guide content creation for different platforms.

Difference of Usage within Organisational Types

• B2B focuses on LinkedIn for professional networking and lead generation.
• B2C emphasizes Instagram and TikTok for visual engagement and direct sales.
• NFP uses Facebook for community building and donor engagement.

Using Content to Support the Marketing Funnel

• Top of Funnel (Awareness): Utilizes blogs, infographics, social media posts, and short videos with tools like social media ads and hashtags. An example is skincare brands posting educational content.
• Middle of Funnel (Consideration): Employs webinars, case studies, whitepapers, and testimonials with LinkedIn campaigns, email follow-ups, and remarketing ads. An example here is a SaaS company sharing a webinar on team productivity.
• Bottom of Funnel (Decision): Uses demos, free trials, product comparisons, and customer reviews, along with retargeting ads and optimized landing pages. An example is a gym offering a 7-day free trial with testimonials.

Keyword Tone of Voice

• Use keywords and phrases that reflect the audience's vocabulary and preference. An example is a targeting millennials, using friendly vocabulary.
• Tone should align with the brand’s identity. Formal for B2B, Conversational for B2C, in order to seem approachable and relatable.
• Example: A travel agency targeting millennials uses phrases like "budget-friendly getaways".

Copywriting Techniques

• Call to Action (CTA): Encourages users to take specific steps (e.g., "Sign up now," "Claim your discount today"); an example is a fitness app CTA like "Join now and start your 7-day free trial."
• Relate to the audience by using familiar language and addressing pain points; an example is a parenting blog using terms like "kid-friendly meals" or "parent hacks."
• Evoke feelings like joy, urgency, or empathy to drive engagement. An example can be an NFP using a campaign titled, "Be the reason someone smiles today."

Benefits of Social Media Tools in Managing Activities

• Scheduling and Automation: Tools like Buffer and Hootsuite automate posting, saving time, and ensuring consistency.
• Analytics and Insights: Social media platforms offer detailed analytics to monitor engagement, audience demographics, and campaign performance.
• Customer Relationship Management (CRM): Tools such as Salesforce Social Studio integrate social media data with CRM systems for personalized customer interactions.
• Real-Time Interaction: Tools such as Sprout Social enable immediate responses to customer queries or feedback.

Explore using social media tools for creating brand awareness, engagement, conversion, and retention. These platforms help in expanding brand reach through ads and organic content and fostering interaction through likes, shares, and comments. Tools like Hootsuite and Buffer can schedule posts.