Valentines day: a social marketing for bussiness

Chapter 1 - Content Marketing on Different Social Networks Chapter 2- Social Media Branding for Valentine’s Day Chapter 3- Understanding the Power of Valentine’s Day Emotions Chapter 4-

wishpond EBOOK

Valentine’s Day:

a GuiDe to social MeDia MarketinG for Businesses

Chapter 1 - Content Marketing on Different Social Networks

Chapter 2- Social Media Branding for Valentine’s Day

Chapter 3- Understanding the Power of Valentine’s Day Emotions

Chapter 4- Provide Solutions for Your Market’s Needs

Chapter 5- Connect With Customers and Clients

Chapter 6- Promotions and Campaigns During Valentine’s Day

Chapter 7- Targeting Facebook Ads

table of contents

6 10 13 17 20 24 26

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wishpond EBOOK Valentine’s Day: A Guide to Social Media Marketing for Businesses 4

why engage in soCial media marketing For Valentine’s day?

introduction

Over 50% of women in relationships say they would break up with their partner if they did not receive a Valentine’s Day gift This shows you how serious the day is for half of women in relationships If Valentine’s Day is important to your consumers, shouldn’t it be important to your business?

Not to mention, Valentine’s Day produces a great deal of revenue each year The average annual spending is $13.19 Billion Not enough businesses take advantage of the opportunities of holiday seasons The holidays are a time to grow your relationship with customers and clients via social networking.

Do Valentine’s Day like the pros in social media marketing In this white paper you will learn:

• How to get people to share your Valentine’s Day content

• How to run Valentine’s Day promotions

• The impact of photos on customer engagement

• Why to start early on the promotion of the occasion

• Strategies on using Facebook Ads to target demographics

chapter 1

content MarketinG

on Different social networks

wishpond EBOOK Valentine’s Day: A Guide to Social Media Marketing for Businesses 6

FaCebook

google+

Posting about topics, holidays, and current events that Facebook users are already thinking about tend to go more viral

than other posts

For example, posts that mentioned Independence Day on July 4th created somewhere near 90% more engagement than

all other types of posts published that day.

What kind of content is best to post on Facebook?

• Photos on Facebook Pages receive 53% more likes than the average post

• Photos attract 104% more comments than the average post.

• Fill-in-the-blank posts generate about 90% more engagement than the average text post

source: https://www.facebook.com/business/fmc/guides/bestpractices?campaign_id=250393211715997&creative=bes

Google+ is home to the tech-savvy Which means outdated posts are not going to bode well with your audience Relevant and

trending topics are to be paid attention to Keep track of when Valentine’s Day is trending on Google+ so you can get on top of it as

well

The content shared by successful businesses like H&M

always includes an interesting image and the occasional

links to interesting content, promotions, and videos

Posting links to your original content will get indexed by

Google and improve your SEO

pinterest

Pinterest is a powerful tool for social promotions Yet as of October 2012, 71% of businesses were not on Pinterest

Pinterest users spend more money, more often on more items than any other of the top 5 social platforms.

This makes Valentine’s Day the perfect season to utilize Pinterest.

Especially with women using Pinterest for holiday shopping ideas.

wishpond EBOOK Valentine’s Day: A Guide to Social Media Marketing for Businesses 8

twitter

It’s hard to get heard with all of the noise on Twitter There are approximately 3,000 tweets sent per second! So make your tweets

exciting In less than 140 characters, you have to grab the attention of your audience

Giving followers a peek into behind-the-scenes can go a long way To the audience, it feels exclusive It’s necessary to provide

content that they feel is worth their time

How women (70% of all Pinterest accounts) use Pinterest for holiday shopping:

• 60% to find gift ideas

• 26% to create a wishlist to share

• 23% top in photos of gifts I’ve bought/made for others

• 36% to do research on gifts for others that are already in consideration

sources: http://bit.ly/118XN39, http://blog.nielsen.com/nielsenwire/social/2012/,

http://visual.ly/how-might-you-use-pinterest-your-holiday-shopping

chapter 2

social MeDia BranDinG for Valentine’s Day

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inCorporating Valentine’s day into your soCial media

branding is easy

Here’s how you do it on Facebook and Twitter:

On Facebook, consider making a seasonal cover photo for the occasion

On Twitter, you could do the same with your header image or background image.

shoppers Drug Mart example

Start ahead of time - Walmart started three weeks ahead

of time last year They have over 26 million fans to date,

so they are a great example to follow

This is an example of a campaign getting users to post on

their wall When you have a significant fanbase, you will

have fans willing to post content on your wall, especially

if there’s an incentive Walmart asks fans to post dessert

creations for the chance to have their entry featured as

a Meal Solution This is effective because friends of fans

chapter 3

unDerstanDinG the Power of

Valentine’s Day eMotions

Evoke emotions from readers with content Provide entertaining or heartfelt content that triggers readers to feel emotional

engagement between themselves, your business, and the holiday

Many marketers believe that evoking emotion through content marketing is essential to make posts go viral It could be a picture of a mother hugging her baby, or a story of a soldier reuniting with his love for the first time in a year

In a study regarding the shareability of articles at the New York Times, it was discovered that:

• Awe was the second most viral type of content to be shared

• Conversational posts receive twice as many comments on average

wishpond EBOOK Valentine’s Day: A Guide to Social Media Marketing for Businesses 14

According to a study conducted by the University of Indiana, there are 6 primary emotions that humans have that you can tap into

with your content

Although especially for Valentine’s Day, it is easier to stick to the first two; Surprise and Joy Anything unexpected or positive in an

inspirational or humourous manner will lead people to share your content

Google’s Valentine’s Day post last year was a touching

video that only lasted a minute long, yet created

emotional reactions from the viewers It featured a

famous song by Tony Bennett which helped assist in

winning the viewer’s hearts

Still have no idea how to relate your business to Valentine’s

Day? Why not post anti-Valentine’s Day content? Get in touch

with people’s dislike or disgust of the holiday You may find

that some people will react negatively to this, but this is a

common risk with social media

Topics that allow you to share an alike interest or

opinion with your fans and followers bring on engaging

conversations

Include an image or list of things you hate about Valentine’s

Day Engage your audience by posing a question such as,

“What do you hate about Valentine’s Day?” Get the entrants

to discuss it on your Facebook page

what do you dislike most about Valentine’s Day?

chapter 4

ProViDe solutions for your Market’s neeDs

People are going to listen to what you have to say if it’s going to help them Providing Valentine’s Day ideas not only helps them, but

helps your business create trust with consumers

Valentine’s Day related promotional posts with a solution don’t seem as pushy as the regular ones without a purpose It’s more about

suggesting as opposed to telling The buyer will come to a natural “yes” and feel confident about purchasing the product

House of Blues in Anaheim let their followers know that they have

an easy solution for Valentine’s Day plans They are effectively solving their customers needs on Valentine’s Day

Being specific about who the products/services are for grab the attention of your target market People that are genuinely interested

in your product are likely to click through

Burberry suggests a gift idea for

the man in your life.

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If you don’t feel any of your products/services are relatable to Valentine’s Day, dig a little deeper Businesses of all sorts find creative

ways to market during all seasons

Make a ‘limited edition’ product/service for Valentine’s Day

Diamond Candles does a great job at this They even found a way to get more virality on their post - by getting people to tag their

significant others in the comments!

chapter 5

connect with custoMers anD clients

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One of the important aspects of social media is communication between your business and your customers/clients With a push in

the right direction, people will feel more inclined to communicate with your business in social communities

Victoria’s Secret takes note of everyone

who looks forward to the annual Victoria’s

Secret Fashion Show In this example, they

get the Angels from the fashion shows

to respond to tweets about their plans

on Valentine’s Day Fans anticipate the

response eagerly from the Angels

Give fans a reason to interact with your business

What aspect(s) of your business do your fans love the most? What are their

hobbies? Do your customers love low prices? What about quality customer service?

showing a connection between employees and customer

Share a fan’s photo of your product/service.

Make a connection between your business and the holiday Incorporate your brand, product, or service without being promotional

These types of posts are more likely to become viral because fans feel It’s for their entertainment value as opposed to your

Find a creative way to use your product/service to celebrate Valentine’s Day Burberry uses some fabric to create a heart shape Then they simply wish their fans a Happy Valentine’s Day

wishpond EBOOK Valentine’s Day: A Guide to Social Media Marketing for Businesses 22

Starbucks used their Valentine’s Day merchandise to tell their fans they love them A very simple concept sent an efficacious message

Thank them after asking for feedback.

Your customers will feel great knowing that you appreciate their business, and it goes a long way after getting them to help you out

Even if the post doesn’t result in a lot of likes or comments, it’s still valuable to express your gratitude

chapter 6

ProMotions anD caMPaiGns DurinG Valentine’s Day

wishpond EBOOK Valentine’s Day: A Guide to Social Media Marketing for Businesses 24

Make online promotions that get fans involved Take advantage of Valentine’s Day and use contests to acquire more followers, likes,

engagement, or whatever your goal may be

Make sure your campaign/promotion is mobile compatible

Why?

• There are over 1.2 Billion people accessing the web from their mobiles

• 32% of people ages 18-24 use social networking in the bathroom Yeah

• 38% of smartphone owners use their device in front of the TV every day

Create your own hashtags to be used on either Twitter, Instagram or Pinterest Diamond Candles commonly uses #candlecraze,

which works perfectly for their brand because people go crazy over their candles, literally You can also utilize generic hashtags

applicable to your campaign such as #giveaway which was used in the Diamond Candles example

Entice fans to comment on your posts by giving them

an incentive, whether it be big or small Comments, shares and likes all attribute to the increase in virality

of your posts

chapter 7

tarGetinG faceBook aDs

wishpond EBOOK Valentine’s Day: A Guide to Social Media Marketing for Businesses 26

Targeting Facebook Ads to a specific demographics is ideal if your promotion or campaign is directed at a specific audience It is

likely that you’ll want to target most of your ads in one way or another

There are many targeting options available:

Are you marketing rings to men wanting to propose to their girlfriends on Valentine’s Day? Well then there’s really no point to

targeting anyone with a “single” relationship status on Facebook If you target a more specific audience, you are more likely to

advertise to people who are more likely to be genuinely interested in the product or service

There are two groups to target your ads to.You can target those users with the Precise Interests feature In this field you can enter

your competitors’ names and target their Facebook fans You can also target based on Broad Categories, including Marital Status,

wider interests like “Food & Drink” and “Jazz/Blues” music

Keep your audience to approximately 100,000 people - this is the optimal size of a group that you want to target

• If you’re over 100,000 fans: Limit the ages and geography to your most targeted groups and decrease the number of Precise

Interests you have selected

• If you’re under 100,000 fans: Add more Precise Interests to target a larger number of users who have interests related to your

Are you looking to target single people? You can target their age along with relationship status This would

Written by:

Cara Tarbaj content Marketing Manager wishpond

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