Digital Marketing - Study Notes:
What is Facebook?
Facebook is the largest online social media platform. It is predominantly associated with older millennials upwards, both male and female.
As an online social networking service, Facebook connects people with others who work, study, and live around them. It’s also a product for marketers that helps them achieve business objectives.
Common misconceptions relating to Facebook
There are several commonly held misconceptions relating to Facebook. These include the misconception that Facebook is only used by older people, or that it only works if you sell products online. Further misconceptions include the idea that Facebook is only effective for large companies and brands, or that it is only useful for posting commercial and sales content.
The reality is that businesses of all sizes are marketing on Facebook. Facebook allows them to be discovered, provide information, capture attention, show off products, collect leads, and boost sales. These strategies work seamlessly on mobile and appear in the places where people are spending their time.
Case study: ASUS
ASUS wanted to raise awareness for its latest product, the ASUS Zenbook 17 laptop, amongst the younger generation. It decided to use a new marketing strategy that included Facebook and Instagram Reels ads and virtual influencers.
The company explored using Facebook and Instagram Reels, and partnered with Meta Creative Shop to engage three different virtual influencers from around the world to create a series of Reels ads.
ASUS found that by allocating 30% of its budget to Reels ads, it achieved a 4.6-point lift in consideration amongst key target audience aged 18–24, a 3.4-point lift in consideration, and a 30% lower cost per add to cart.
What is Instagram?
Next, let’s look at the popular photo and video-based social platform, Instagram. Instagram can help brands to build an engaged audience across all age groups and demographics, but the app is most popular with 18 to 35 year olds. The platform allows users to create unique visual content and enhance it with a series of native photo filters, GIFs, and effects.
Common misconceptions relating to Instagram
Just like Facebook, there are several common misconceptions relating to Instagram and its utility for business. These include the idea that Instagram is only popular with millennial and Generation Z users. Others believe that it only works if you sell visual products, that it’s only effective for big brands, or that you can only use it to post photos. Some even dismiss it as nothing more than a narcissistic platform full of selfies.
Case study: Instagram and Parsley Health
Healthcare technology company Parsley Health is a US membership service that focuses on the source of medical issues rather than the symptoms. Parsley Health offers a unique telemedicine approach, which allows it to target customers across the globe.
Using Instagram, the company has built an attractive brand with almost 200K followers, and shares valuable health advice, tips, explainer content, and success stories using attractive and engaging graphics.
What is WhatsApp?
WhatsApp isn’t just a messaging app for friends and family. It’s actually a powerful messaging tool that allows marketers to connect with potential customers, build communities, and broadcast important news and alerts.
The app can be used to build exclusive communications channels with customers and leads, which can be private or in group scenarios.
Common misconceptions relating to WhatsApp
WhatsApp is another app that suffers from several misconceptions. Many incorrectly believe that it’s only useful for messaging personal contacts or that it’s not secure.
There are also some misconceptions around its use for business, such as that businesses can’t set up a profile or that business should use it only for customer service. Another common misconception is that it’s expensive to use WhatsApp for business. In fact, WhatsApp can be a useful and cost-effective tool for any business looking to nurture a close relationship with its customers.
Remember, Facebook, Instagram, and WhatsApp can work for selling services, regardless of your business size or the market in which you operate. All three platforms are also highly effective for business-to-business (B2B) marketing, as well as business-to-consumer (B2C) marketing.
Case study: Omay Foods
Omay Foods, a snack manufacturer in India, wanted to create more personal customer relationships using WhatsApp for Business. The brand added a WhatsApp button to its website, Facebook page, and Instagram profile, making it easy for potential customers to ask questions and start conversations in just a few clicks.
To build trust and credibility with potential customers, Omay Foods used WhatsApp Business features such as catalog, business profile, and quick replies to help set expectations and turn questions into purchases.
WhatsApp also became an important communication channel for driving repeat sales, because many of Omay Foods’ customers prefer to message the business directly in WhatsApp when they want to place a new order. It’s a hassle-free and personal way to stay in touch with the business and order their favorite roasted snacks and trail mixes.
The company saw:
- A fivefold increase in customer inquiries via WhatsApp compared to previous email contact channel
- A threefold increase in repeat customers via WhatsApp
- A fivefold increase in sales for retail channels
Alison Battisby
Alison is a Social Media Consultant with Avocado Social, she is a Facebook and Instagram accredited social media expert and founded Avocado Social in 2014 having worked in the social media industry since 2008. Alison has worked with a wide range of brands including Estee Lauder, Tesco, and Pringles. Alison has traveled the world training companies including the BBC, Etsy, Canon, and Cambridge University Press. She offers social media strategy, training, and consultancy at Avocado Social across platforms including Facebook, Instagram, YouTube, LinkedIn and TikTok.
