Day 6: Social Media Marketing & Campaign Strategy

 

1. Core Media Types (Paid, Owned, Earned)

• Owned Media: Digital channels that a company fully controls.

  • Example: A company’s official website, blog, or Instagram profile page.

• Paid Media: External channels where money is spent to display ads and reach new audiences.

  • Example: Sponsored posts on Facebook or search ads on Google Ads.

• Earned Media: Free promotion generated naturally by customers through word-of-mouth and shares.

  • Example: A customer posting a photo of a meal on Instagram and tagging the restaurant.

2. Multi-Channel Campaigns & Platform Strengths

• Multi-Channel Marketing: Running coordinated campaigns across several digital platforms to achieve consistent messaging.

• Platform Specialization:

  • Instagram: Best for visual storytelling, aesthetic content, and aspirational photos.
  • LinkedIn: Ideal for professional news, corporate hiring, B2B updates, and industry insights.
  • Facebook: Effective for broad audience reach, group discussions, and community engagement.

3. Campaign Budgeting & Metrics

• Cost Per Click (CPC): The amount paid every time a user clicks on an ad.

  • Example: Paying $0.50 each time someone clicks an ad to view a product page.

• Cost Per Mille / Thousand (CPM): The cost paid for every 1,000 times an ad is displayed on a screen.

  • Example: Paying $5.00 for 1,000 screen impressions of a promotional banner.

• Cost Per Acquisition (CPA): The total media cost required to get one completed sale or lead.

  • Example: Spending $30 in ad fees to secure one paying customer.

Practical Section

1. Practical Task 1: Design Social Media Post Mockups

• Objective: Create visual draft posts tailored for specific platform formats.

• Step-by-Step Instructions:

  • Step 1: Select 1 item or service to promote.
  • Step 2: Write short caption text for Instagram (visual-focused) and LinkedIn (professional-focused).
  • Step 3: Add relevant hashtags to expand organic reach.

• Task Examples:

  • Instagram Post: "Boost your morning focus! ☕ Try our new organic Cold Brew. Link in bio! #CoffeeLovers #MorningEnergy".
  • LinkedIn Post: "Remote work efficiency is growing. Discover how our new software helps teams organize tasks smoothly."

2. Practical Task 2: Map Social Media Plans in Notion

• Objective: Organize multi-channel content within the Notion Content Calendar.

• Step-by-Step Instructions:

  • Step 1: Open the Notion Content Calendar created in Day 2.
  • Step 2: Add new database rows for the designed social posts.
  • Step 3: Assign appropriate values under Platform, Content Type, Target Persona, and Status.

• Database Row Example:

Field	Entry
Post Title	Summer Product Sale Announcement
Platform	Instagram
Content Type	Image / Reel
Target Persona	Young Professionals
Publishing Date	Friday, 10:00 AM
Status	Scheduled

3. Practical Task 3: Draft a Simple Campaign Budget

• Objective: Calculate projected results and media costs for a short digital ad campaign.

• Step-by-Step Instructions:

  • Step 1: Set a fixed total ad budget (e.g., $100 total budget).
  • Step 2: Estimate key metrics using target platform standards.
  • Step 3: Calculate total expected clicks and sales conversions.

• Calculation Breakdown Example:

  • Total Budget: $100

  • Estimated Cost Per Click (CPC): $0.50

  • Expected Clicks: \frac{\$100}{\$0.50} = 200 \text{ website clicks}

  • Estimated Conversion Rate: 5% (5 out of every 100 visitors buy a product)

  • Expected Total Sales: 200 \text{ clicks} \times 0.05 = 10 \text{ sales}

  • Cost Per Acquisition (CPA): \frac{\$100}{10 \text{ sales}} = \$10 \text{ per sale}