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@ShamiZanjani 1
Social Media Strategies
For Organizations
@ShamiZanjani 2
From Social Thinking To Social Experience
@ShamiZanjani 3
We Don’t Have A Choice On
Whether We Do Social Media,
The Question Is
How Well We Do It.Eric Qualman
(Famous Writer)
@ShamiZanjani 4
Without Strategy, Content Is
Just Stuff, And The World Has
Enough Stuff.
Arjan Basu
(Famous Writer)
@ShamiZanjani 5
Increase Brand Awareness
Stay Top Of Mind
Boost Sales
Crisis Communication
Social Media Importance For Organizations
Decreased Marketing Costs
@ShamiZanjani 6
Customer Service And Customer Support
Monitor Conversations That Are Relevant To Your Brand
Keep An Eye On The Competition
Stay On Top Of Industry News
Richer Customer Experiences
Social Media Importance For Organizations
@ShamiZanjani 7
Social Media Active Users
3.2BILLION
42%
Source: Hootsuite Social Survey 2019
@ShamiZanjani 8
49
63
97
100
117
200
203
250
255
260
300
300
300
330
376
568
794
800
843
900
1300
1300
1500
2167
KAKAOTALK
BBM
VKONTAKTE
TELEGRAM
YY
LINE
SNAPCHAT
VIBER
BAIDU TIEBA
SKYPE
SINA WEIBO
QZONE
TUMBLR
FB MESSENGER
YOUTUBE
Social Networks
Messenger / Chat App / VOIP
Active Users Of Key Global Social Platforms
Source: Hootsuite Social Survey 2019
@ShamiZanjani 9
81.60
MILLION56.70
MILLION40.00
MILLION
Urbanization:
75%
Penetration:
69%
Penetration:
49%
Total PopulationInternet Users Active Social
Media Users
Digital In Iran
Source: Digital In 2018: Southern East Asia
@ShamiZanjani 10
Instagram Has A Total Of Approximately 800 Million Users
80% Of Those Follow 1 Or More Brands On Instagram
75% Of Instagram Users React To A CTA, Such As Visiting A Website, After Looking At An Instagram Advertising Post
Instagram Is The King Of Social Media With 4.21% Engagement
Source: Hootsuite.com, Instagram.com, Nazarbazaar.ir
@ShamiZanjani 11
Instagram Has More Than 24 Million Users In Iran
With A Penetration Rate Over 29%, Which Is
10 Percent More Than The Global Percentage Rate
Instagram In Iran
Source: ispa.ir (Based on Survey)
@ShamiZanjani 12
Everyday 2 To 3 Days Once
Once A Week
Once Every Two Weeks
Once A Month
Less Than A Month
How Often Iranians Check Their Instagram Accounts
Source: NazarBazaar.ir (Based on Survey)
@ShamiZanjani 13
Telegram Is Top Messenger App in 3 Country!
Source: Hootsuite.com
@ShamiZanjani 14
About 40 Million Users In Iran.
1.1 Billion Content Posts Are Published In
Persian Groups And Channels.
Source: ispa.ir (Based on Survey)
@ShamiZanjani 15
Everyday 2 To 3 Days Once
Once A Week
Once Every Two Weeks
Once A Month
Less Than A Month
How Often Iranians Check Their Telegram Accounts
Source: NazarBazaar.ir (Based on Survey)
@ShamiZanjani 16
LinkedIn Now Has Over 500 Million Members
80% of B2B Leads Come From LinkedIn
LinkedIn Is Number 1 Channel, B2B Marketers Use To Distribute Content (94% Of Marketers Use LinkedIn
65% Of B2B Companies Have Acquired A Customer Through LinkedIn
Source: Foundationinc.co
@ShamiZanjani 17
Users: +1.5 Million
Share Of Population: 2%
LinkedIn In Iran
Source: NazarBazaar.ir (Based on Survey)
@ShamiZanjani 18
Everyday 2 To 3 Days Once
Once A Week
Once Every Two Weeks
Once A Month
Less Than A Month
How Often Iranians Check Their LinkedIn Accounts
Source: NazarBazaar.ir (Based on Survey)
@ShamiZanjani 19
A Social Media Marketing
Voice Can Lead To Others
Doing Your Marketing For You.
Matt Sullivan
(Fonder Of BR Mag)
@ShamiZanjani 20
Rebuilding Trust
Storifying Social
Closing The Ads Gap
Cracking The Commerce Code
Messaging Eats The World
Social Media Trends In 2019
@ShamiZanjani 21
Trend 1: Rebuilding Trust
60% 50% 71%Of People No Longer Trust
Social Media Networks.
Of Respondents Agree That
The Need To Personalize
Content And Experience Is
A Key Challenge.
Of People Agree That Social
Media Should Do More To
Support High-quality
Journalism.
Source: Edelman 2018 Trust BarometerSource: Edelman 2018 Trust Barometer Source: Edelman 2018 Trust Barometer
@ShamiZanjani 22
The British Museum
Leverages Technical Experts To Educate
& Engage A Global Following
1/16/2019 22@ShamiZanjani 22
@ShamiZanjani 23
Recommendation
Create A Branded Hashtag For Instagram Aligned With Community Values.
Participate In (Or Run) Twitter Chat.
Build A Group In Your Social Networks Around A Core Audience Interest.
Trend 1: Rebuilding Trust
@ShamiZanjani 24
Trend 2: Storifying Social
2.6xPeople Spend 2.6x More Time
On Pages With Videos.
75%Of Mobile Traffic Will Come
From Video, By 2020
64%Of Respondents Have Either
Implemented Instagram
Stories Into Their Social
Strategy Or Plan To Do So In
The Next 12 Months.
Source: Hootsuite Social Survey 2019Source: Hootsuite Social Survey 2019 Source: 2018 Q3 Global Digital Statshot
@ShamiZanjani 25
70
150
191
300
450
Facebook Messenger Stories
Facebook Stories
Snapchat (Whole App)
Instagram Stories
Whatsapp Status
Stories Product Daily Active Users
M
M
M
M
M
Source: TechCrunch
@ShamiZanjani 26
Take Your Followers Behind The Scenes
Product Demonstrations And Guides
Teasers Of New Products
Promote Your Next Big Event
Live Blog Your Event
Flash Sales And Limited Offers
Ways To Use Instagram Stories To Promote Your Business
1/16/2019 26@ShamiZanjani 26
@ShamiZanjani 27
wework
Connects Their Global Community With
Raw, Behind-the-Scenes Stories
1/16/2019 27@ShamiZanjani 27
@ShamiZanjani 28
Start Experimenting With Stories.
Create Story-Specific Content.
Use The Stories Highlight Feature.
RecommendationTrend 2: Storifying Social
@ShamiZanjani 29
78%Of Respondents Have Either
Invested In Social Advertising
Or Plan To Do So In The Next
12 Months.
25%Facebook Pages Now Use
Paid Media.
64%Identify Decline In Organic
Reach And The Need To
Increase Paid Budgets As Big
Challenges Moving Forward.
Trend 3: Closing The Ads Gap
Source: Hootsuite Social Survey 2019Source: Hootsuite Social Survey 2019 Source: 2018 Q3 Global Digital Statshot
@ShamiZanjani 30
NETFLIX
Combines Social Media Ads & Localized,
In-Person Events
@ShamiZanjani 31
Understand And Target The Right Audience.
Define Your Goals And Metrics.
Invest In High-Quality Content.
Trend 3: Closing The Ads Gap Recommendation
@ShamiZanjani 32
17%Have Either Implemented
Shoppable Galleries Or Plan To
Do So In The Next 12 Months.
74%Of Viewers Drew A Connection
Between Watching A Social
Video And Making A Purchase.
70%Of China’s Gen Zero Now Buy
Directly From Social Media.
Source: WARC, China’s Gen Z Relies On Social Media Shopping
Source: Hootsuite Social Survey 2019 Source: BrightCove, The Science Of Social Media
Trend 4: Cracking The Commerce Code
@ShamiZanjani 33
L’Oréal
Shows Livestreaming Can Be The New QVC
1/16/2019 33@ShamiZanjani 33
@ShamiZanjani 34
Cannes Film Festival
@ShamiZanjani 35
Set Up Shoppable Instagram Posts.
Share Your Products In Action.
Promote Your Products With Contests.
Trend 4: Cracking The Commerce Code Recommendation
@ShamiZanjani 36
Trend 5: Messaging Eats The World
1 1Customers Demand Better
Equals To Social Experiences.
9 of 10Consumers Would Like To Use
Messaging To Communicate
With Businesses, According To
A Survey Of 6,000 People
Globally.
~~Top Messaging Apps Now
Collectively Count Nearly Five
Billion Monthly Active Users.
Source: BrightCove, The Science Of Social MediaSource: Hootsuite Social Survey 2019 Source: Hootsuite Social Survey 2019
5 Billion~
@ShamiZanjani 37
KLM Royal Dutch Airlines
Expands Leading Customer Service
Across Messaging Apps
1/16/2019 37@ShamiZanjani 37
@ShamiZanjani 38
Enable Facebook Messenger For Your Facebook Business Page.
Add Plugins To Your Website That Drive Customers To Messaging Apps.
Use DMs And/or Messaging Apps To Streamline Customer Service Queries On Social.
Trend 5: Messaging Eats The World Recommendation
@ShamiZanjani 39
Social Media Goals
Co-Creation
Deepen Engagement
Building Brand
Hunting Talents
@ShamiZanjani 40
Social Media
Brand Voice
Character/ Persona
Language
Tone
Purpose
Social Media Brand Voice
Source: Hootsuite Social Survey 2019
@ShamiZanjani 41
Just Having A Presence On Social Media Platforms.
Only Using A Cheap Bribe For Liking Or Following You.
Expecting Results Without Investing Money And Time.
Only Using It Only To Sell.
What Is Not A Social Media Strategy?
@ShamiZanjani 42
A Set Of Goals
Budget Of Dollars & Time
Plan Of Action
An Evaluation
Integral Part Of Your Marketing
& Communication Plan
What Is Social Media Strategy?
@ShamiZanjani 43
A Social Media Strategy Is Simply What
You Plan To Do And Hope To Achieve For
Your Business Using Social Networks.
What Is Social Media Strategy
@ShamiZanjani 44
Increase Revenue.
Richer Experience.
Synergy Between Medias.
Why have a Social Media Strategy?
@ShamiZanjani 45
Listen, Evaluate, Learn
Set Objectives
Set Policies
Plan Activities
Putting Your Strategy Into Action
Measure It
Social Media Strategy Building Steps
@ShamiZanjani 46
Listen, Evaluate, Learn
Set Objectives
Set Policies
Plan Activities
Putting Your Strategy Into Action
Measure It
Social Media Strategy Building Steps
Where Are We Now?
In What Areas Do We Excel?
How Can We Grow Or Improve?
What Social Sites Are We Using And How?
How Would I Rate My Company’s Use Of Social Media?
How Our Competitors Do In Social?
@ShamiZanjani 47
Listen, Evaluate, Learn
Set Objectives
Set Policies
Plan Activities
Putting Your Strategy Into Action
Measure It
Social Media Strategy Building Steps
Set Your Goals
Where Do We Want To Be?
@ShamiZanjani 48
Listen, Evaluate, Learn
Set Objectives
Set Policies
Plan Activities
Putting Your Strategy Into Action
Measure It
Social Media Strategy Building Steps
Who Responds And How Do You Respond (Social Governance)?
@ShamiZanjani 49
Listen, Evaluate, Learn
Set Objectives
Set Policies
Plan Activities
Putting Your Strategy Into Action
Measure It
Social Media Strategy Building Steps
Define Regular & Emergent Plan.
Consider Different Types Of Content.
Consider Your Audience Capacity & Social Behavior.
Don’t Forget The Power Of #Hashtags.
@ShamiZanjani 50
70%
20%
10%
Value & Relevant Content
Shared Content
Promotional Content
@ShamiZanjani 51
Listen, Evaluate, Learn
Set Objectives
Set Policies
Plan Activities
Putting Your Strategy Into Action
Measure It
Social Media Strategy Building Steps
Execution Versus Planning
Tailor Your Message To Your Platform
Be Ready For Interaction
@ShamiZanjani 52
Listen, Evaluate, Learn
Set Objectives
Set Policies
Plan Activities
Putting Your Strategy Into Action
Measure It
Social Media Strategy Building Steps
Check Insight.
Evaluate Your Social KPIs.
Update Plan Based On Analytics.
Check Cross-channel Movement.
@ShamiZanjani 53
28%
40%
45%
47%
48%
49%
51%
51%
55%
66%
Social Commerce/Social Shopping
Social Selling
Micro-Influencers
Deep Social Listening
Influencer Marketing
Employee Advocacy
Real-time Crisis Management
Customer Advocacy
Social Customer Service
Customer Experience
Percent Of Organizations Planning To Or Have Adopted
Social Media Strategies
به امید تحقق رویای ایران دیجیتال
ShamiZanjani.ir
@ShamiZanjani
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