Graduation Project Measuring the Impact of Social Media

Graduation Project Measuring the Impact of Social Media Marketing on Individuals Abdulllah Alabdulkarim

Introduction Include: ● What is Digital Marketing? Market a product or service on the Internet. ● What are its types? - Search Engine Marketing - Display Advertising - Email Marketing - Affiliate Marketing - Social Media Marketing

Introduction Social Media Marketing ● Why is Social Media Marketing important? Social media users represented about 75% of internet users around the globe (We Are Social 2017) ( e. Marketer Sep 2015)

Background Social Media Networks ● What is the current situation of social media networks? (Statista 2017)

Background Popularity by Age: Source: Global Web Index Q 4 2014

Background Popularity by Location: Source: Global Web Index 2015

Background Google Analytics ● Google Analytics demo account for Google. Marchendise. Store. com https: //support. google. com/analytics/answer/6367342#access

Background A/B Testing ● What is A/B Testing ? it compares two versions of a single variable by testing a subject's response to variable A against variable B. ● When was the first use of A/B Testing ? In 2000 by Google engineers.

Background Social Media’s APIs ● What does a social media’s API do? It enables marketers to direct their advertisements to target audiences By giving them access to their users’ data. ● Facebook API - First advertisement platform in 2007. Limited targeting in 2009. Facebook released Lookalike Audiences in 2013. ● Twitter API - First paid advertisement “Promoted Tweet” in 2010. Twitter Ads started in 2013.

Statement of problems 3. 1 How can a business measure the number of customers that come to their website? ● Vision Successful use of social media advertising brings more customers to a company's website. ● Issues Measuring the success of current social media tools is difficult. ● Methodology Using Google Analytics companies can track the traffic to the company's website as a result of social media.

Statement of problems 3. 2 How can a business determine the best ways to increase sales by using social media marketing? ● Vision A successful social marketing campaign increases a company's sales. ● Issues Mapping sales results to social media marketing is difficult. ● Methodology Companies have successfully used AB marketing to determine the success of a social marketing campaign.

Statement of problems 3. 3 How can a business find target audiences on social networks? ● Vision A successful use of social media marketing generates new leads. ● Issues It is difficult to identify individuals to target for social media. ● Methodology Social Media API’s provide information allowing companies to identify sales leads. The API provided by Twitter is a good example.

Business Components Social Media Influencers ● Who are social media influencers ? - A social media user who carries an influence over a large number of followers in a social platform. ● Why are they important to brands? - The ability to target audiences. - Low cost. - High effect

Business Components Social Media Influencers ● How much does an ad cost on an influencer’s channel in 2016? (Economist 2016) ● Influencer marketing is effective because: 1. Consumers give social influencers high trust. 2. Social influencers have a strong Communication with their followers. 1. High engagement and conversion rate.

Business Components The Impact of Social Media Influencers on Individuals Survey: ● 1000 social media users participated on the survey.

Business Components The Impact of Social Media Influencers on Individuals Survey: ● 1000 social media users participated on the survey.

Business Components

Result 6. 1 How can a business measure the number of customers that come to their website? ● Vision Successful use of social media advertising brings more customers to a company's website. ● Issues Measuring the success of current social media tools is difficult. ● Methodology Using Google Analytics companies can track the traffic to the company's website as a result of social media.

6. 1 Result 6. 1 How can a business measure the number of customers that come to their website? https: //stand-run-sports. myshopify. com https: //analytics. google. com

6. 1 Result Case study: - Vision: Use Twitter to create a communication channel with customers. - Issue : inability to differentiate the traffic that came from the marketing campaigns on Twitter. - Methodology: using URL Builder tool in Google Analytics - Result: ability to measure the performance of each promoted tweet.

6. 2 Result 6. 2 How can a business determine the best ways to increase sales by using social media marketing? ● Vision A successful social marketing campaign increases a company's sales. ● Issues Mapping sales results to social media marketing is difficult. ● Methodology Companies have successfully used AB marketing to determine the success of a social marketing campaign.

6. 2 Result ● Case Study: - They tested lightbox pop-up form VS Static form - The result after three months : 37% increase in conversion rate. produced 100 additional sales and $43, 017 in revenue.

6. 2 Result ● Case Study: Version 1 - Version 2 Version 3 The result after three months : The first version had the lowest Cost Per Conversion (CPC) with € 1. 817 while the second and the third versions had € 2. 094, and 2, 661 respectively.

6. 3 Result 6. 3 How can a business find target audiences on social networks? ● Vision A successful use of social media marketing generates new leads. ● Issues It is difficult to identify individuals to target for social media. ● Methodology Social Media API’s provide information allowing companies to identify sales leads. The API provided by Twitter is a good example.

6. 3 Result 6. 3 How can a business find target audiences on social networks? ● Twitter Ads: https: //ads. twitter. com

6. 3 Result ● Case Study: - Target Audience: young professional people living in Spain. - Method used: Targeting followers. - The result: decreasing the cost-per-install 83% compared to other marketing channels.

6. 3 Result ● Case Study: - Target Audience: people who are interested in charitable activities and volunteering - Method used: . keyword targeting around relevant topics - The result: ROI was increased 350%.

Result 6. 3 How can a business find target audiences on social networks? ● Case Study: - Target Audience: corporate recruiters in US and Canada. - Method used: . Tailored Audiences. - The result: 62% increase in conversion rate. 15% increase in newsletter subscribers in one month.

Conclusion Marketing campaigns can be successful using: 1. Data analytics tools to track traffic: Google Analytics 2. Solutions to increase sales: A/B Testing 3. Social media APIs to generate new leads: Twitter Ads

Future Research ● My Future Research would be into search engine marketing (SEM): - What is search engine marketing? - Why it is important? - What are its types? - What are the barriers some marketers face? - How did they tackle the problems?