Good day students! and Welcome again
to an exciting educational video today. This is Dr. Luisito Masanga at your
service. Shout out and thank you very much to those students from Luzon, Visayas,
and Mindanao who are faithfully and consistently watching my educational video. To these
students, a warm round of applause to all of you MABUHAY! Today we are going to discuss
about social media marketing targeting concepts and principles and this is module
one, we are going to divide this educational video into two parts module one and module two so
that the discussion will not be lengthy, all right our learning outcomes for today for this
educational video, at the end of the educational video students will be able to learn targeting and
concepts and principles in social media marketing number two at the end of the tutorial
video, students will be able to understand and synthesize the steps or processes in
conducting targeting in social media marketing. Let us start let us first get an overview
of what social media is all about social media, is just a subset of
promotion, and promotion is just one of the P in the marketing mix strategy,
okay what is the purpose of promotion? The purpose of promotion to our customer
is very simple, it is communication What are you trying to communicate?
You are trying to communicate the of course your product or your
service you are trying to communicate educate get them aware persuade about the
benefits of your product, or what are opportunities that you can provide your customers once they use
your product or avail of your services, so again social media is just a subset of promotion,
and there are many promotional mixes there is advertising, and advertising is divided into two
parts which is broadcast media, and print media we have direct marketing, we have sales
promotion, we have personal selling and we have public relation and social
media, for that particular matter so again social media as an
overview is a subset of promotion.
Therefore we are going to study how are we going
to target the correct audience the appropriate audience for our social media marketing, that
is the concept of this educational video. Let us continue Since we know that social media is
a subset of promotion and promotions objective is to communicate your
product or your service to your target audience, therefore how do we define
target market but before we answer this question target targeting is a, there is
a husband and wife relationship, the husband and wife relationship if we assume
the target is the wife, the husband is segmenting, these two cannot be separated, they are both
husband and wife, cannot be divorced or legally separated they go hand in hand they work hand in
hand, so there is segmenting and there is targeting okay so if that is clear now, how do we
define target market, this target market we should see to it, that that is the
right person to acquire, to put effort so that our effort will not be in vain, we
should identify the appropriate content for that particular individual or persona or
right person, that you are attracting you are educating you are persuading it should be
at the right place, and at the right time, and there is an appropriate format
for that particular target market and you should use the appropriate and
particular language, for that particular target, that you are aiming and you
are particular, with the appropriate right device, that this persona
or target market, you are aiming so therefore we should clearly define
our bulls eye or target audience again let us, the right person to get the right
content at the right place at the right time in the proper format and appropriate language,
and device.
Most commonly when we target we must first segment our audience, and
basically we segment them according to their demographics, in terms of age, gende,r
religion civil status occupation religion, and we also do a segmentation under geographic or location,
Are they from ncr region 1 region 2 region 4 and in that particular ncr in what
particular major cities are they located and when we talk about psychographic, we talk about their preferences, we talk about
their lifestyle, values, and attitude so that is the psychographic and these things
that we are discussing, is segmentation, so in other words it is clearly justified that segmentation
and targeting, are indeed husband and wife and they we cannot be separated, from each other
okay so that is it now to continue this one there are basic on concepts and principles
number one identifying and segmenting the target market is not the last step
before a promotional campaign is launched meaning to say this basic ruling or concept is
that targeting and segmenting should be done initially before you can launch your promotional
campaign and this promotional campaign would be social media, as we are discussing and
there are many platforms in social media there's facebook, there's twitter, there is
instagram, there is uh youtube there is Linkedin there are so many platforms in the social media
so if you want to do a promotional campaign, better do first your segmentation,
and targeting planning, before any promotional campaign so that in
planning , you can really get a strategy of how to or adopt a strategy, on how you are going to attack
your target audience, the next concept is about Rarely does the marketer want to reach the
target market with one campaign or message or a single market segment, like for example,
we are trying to target young professionals these young professionals are probably in the
age bracket starting from maybe 21 or 22 going up these are young professionals or probably
the persona that we can use are yuppies so meaning to say for this yuppies, persona
or young professionals there should be a single campaign or message for this persona,
the young professionals, let us take for example the working housewife or mothers, if you are
targeting this in your social media campaign, there should be an appropriate
message for this persona, which is the working mothers or working wives,
so in other words if you are targeting a segment there should be a specific campaign
or message for that particular market segment, very good, very nice so these are the
basic concepts in social media marketing.
So we understand the best practices in
social media campaign, that we should do first our segmentation and targeting, prior
to any launching of our promotional campaign, that is one of the best practice, we
should do our planning first, before any implementation because that is the management
stage and in planning there is long-term plan which is strategic, there is a midterm
which is tactical, and there is the short term which is operational planning,
so therefore we should do our segmentation and targeting as one of the best practice and in the
first step of our targeting social media campaign we define the target audience and segment that's
why this one starts first we do our planning okay so we have four stages or four processes, and
the first is our planning which should be the segmentation and targeting, we understand that
we do the demographics, we do the geographics, we do the psychographics, and what type of media
our target or segment are using, because in the second best practice is that each of the segment
should have an individual message or campaign, if you are targeting the young
professionals and the working housewives, therefore, they should have a separate
and individual campaign or message like for example in the media use, the
internet, internet use behavior the mobile behavior and offline use behavior these are part
of the psychographic in the segmentation if you are talking of the different segments that you
are going to find out or identify the next is the creation of the personas for each of the
segment like for example the young professionals maybe the persona that we are going to use are the
young professionals or the working mothers maybe we could call them busy mothers or double tasking mothers, these are persona or what we call the roles, that we are trying to
identify, what are their needs behavioral triggers for each quote the messaging what is our objective
for each of the persona or role and the third is the development of the media for each
targeted segment the message again the media mix the scheduling of the media
that we are going to launch our campaign and the evaluation and many more and the last
is the optimization media schedule and cost what are the best time of the day to post and how
to optimize post for each of the platform again in module 2 of social media campaign targeting we
are going to discuss each of these steps or stages but for module 1 we are going to get an
overview in a nutshell of these different steps or processes involved in targeting social
media campaign but what is important is the best practices in social media campaign again each each
segment has its own message or campaign and before we launch any promotional campaign we should
do step one which is segmentation and targeting to continue this is the references that
we use for our educational video again thank you very much to those students who
are consistently watching and following my youtube channel to all of you thank you and
always keep safe i'll see you in module number two take care everyone and keep safe