Social Media and
Relationship
Marketing
Gjorgjina Gina Sherovska, Ph.D.
Let’s connect on LinkedIn!
The evolution of relationship marketing
The Role of Social Media in Relationship Marketing
Why do we need Social Media in Relationship Marketing?
Nike's "Breaking2" Campaign
Nike's "Breaking2" Campaign
Execution and Strategy
1.
1. Storytelling
2. Multi-Platform Engagement
3. Interactive Content
4. Live Streaming
5. Behind-the-Scenes Content
6. Personal Stories
7. Pre-Event Hype:
8. User-Generated Content
Results and Impact
1.
1. Massive Online Engagement
2. Enhanced Brand Loyalty
How to Establishing Your Brand on Social Media?
1. Define Your Brand Voice and Tone
Your
2. Choose brand
the Rightvoice is the and
Platforms personality
Contentand emotion conveyed through your words,
Formats
images, and videos.
You need to research and analyze where your target audience spends their
3. Create a Content Strategy and Calendar
time, what kind of content they consume, what their preferences and
expectations are.
Your content strategy should align with your brand goals, values, and message,
while your content calendar should outline what, when, and how often you will
4. Interact with Your Audience and Encourage User-Generated Content
post.
How to Establishing Your Brand on Social Media?
1. Define Your Brand Voice and Tone
Your brand voice is the personality and emotion conveyed through your words,
images, and videos.
Zara's brand voice is modern, chic, and Tommy Hilfiger's brand voice is classic,
straightforward, reflecting its fast-fashion American, and preppy. The tone is friendly
ethos. and inclusive, often evoking a sense of
timeless style and youthful energy.
How to Establishing Your Brand on Social Media?
2. Choose the Right Platforms and Content Formats
You need to research and analyze where your target audience spends their
time, what kind of content they consume, what their preferences and
expectations are.
H&M targets a diverse
audience, including young,
fashion-forward
individuals.
How to Establishing Your Brand on Social Media?
3. Create a Content Strategy and Calendar
Your content strategy should align with your brand goals, values, and message,
while your content calendar should outline what, when, and how often you will
post.
Whole Foods Market
They plan their posts
around seasonal produce,
holidays, and special
events, catering to their
audience's interest in
healthy and sustainable
food choices.
How to Establishing Your Brand on Social Media?
4. Interact with Your Audience and Encourage User-Generated Content
Interact with your audience in real-time and encourage them to create and
share content related to your brand.
GoPro
They frequently interact
with their fans by
responding to comments,
sharing user-created
videos, and creating
engaging challenges and
contests
Case study: LEGO’s Social Media Relationship Marketing
Campaign called Building Connections One Brick at a Time
Case study: LEGO’s Social Media Relationship Marketing Campaign called
Building Connections One Brick at a Time
What is your opinion on the social media presence LEGO has?
That LEGO's social media presence is vibrant,
creative, and deeply connected to its brand identity.
The LEGO Ideas Campaign
This campaign exemplifies how LEGO uses
customer-centric strategies to engage its community
and foster long-term loyalty.
Case study: LEGO’s Social Media Relationship Marketing
Campaign called Building Connections One Brick at a Time
Execution:
Community Engagement
User-Generated Content
Interactive Voting System
Rewarding Participation
Case study: LEGO’s Social Media Relationship Marketing
Campaign called Building Connections One Brick at a Time
Social Media: имаш тука слики
Instagram
YouTube
Twitter
Facebook
Case study: LEGO’s Social Media Relationship Marketing
Campaign called Building Connections One Brick at a Time
What do you think were the Results and Impact achieved
by this social media relationship campaign?
Strengthened LEGO's brand loyalty by involving fans in
the creative
Increased customer process.
engagement through interactive
and participatory content.
Enhanced LEGO's social media presence with
authentic, user-generated content.
Fostered a sense of community among LEGO
enthusiasts, encouraging them to share their passion
The Role of Influencers in Relationship Marketing
How do influencers differ from traditional celebrities in terms of their impact on
social media marketing?
1. Authentic Engagement
2. Niche Targeting
3. Interactive Content
4. Storytelling
5. Feedback Loop
How to build a successful influencer relationship marketing strategy?
1. Identify the Right Influencers
2. Foster Long-Term Partnerships
3. Co-Creation of Content
4. Encourage User-Generated Content
5. Measure and Adapt
Influencers vs. Celebrity Endorsements: Key Differences
Authenticity vs. Reach
Influencers: Known for their authenticity and close connections with
theirvs.
Engagement followers.
Visibility
Celebrities: Generally have a broader reach but may not have the
same level of personal connection with their audience.
Influencers: Typically achieve higher engagement rates due to their
niche focus and active interaction with followers.
Cost-Effectiveness
Celebrities: Offer high visibility and can quickly elevate brand
awareness.
Influencers: Can be more cost-effective, especially micro-influencers who have
smaller but highly engaged audiences.
Influencers vs. Celebrity Endorsements: Key Differences
Content Creation
Influencers: Create personalized, relatable content that seamlessly
integrates with their everyday lives.
Celebrities: Usually involve more polished, professionally produced
content that may appear less authentic.
Feedback and Insights
Influencers: Offer direct feedback from their followers and valuable
insights into customer preferences.
Celebrities: Provide less direct feedback, as their interactions with
followers are typically less frequent and personal.
Case Study: Chiara Ferragni for Pantene
Personal Connection and
Storytelling
Engagement and Interaction
Niche Focus and Relatability
Visual and Creative Content
Case Study: Chiara Ferragni & 'Pandoro Pink Christmas'
Authenticity Concerns
Transparency Issues
Impact on Brand Image
Key points:
Ethical Standards
Authenticity Matters
Rebuilding Trust
What factors should a brand consider when selecting an influencer for a
relationship marketing campaign?
Relevance and Alignment with Brand Values
Audience Demographics and Reach
Engagement and Influence
Authenticity and Trustworthiness
Content Quality and Creativity
Past Campaign Performance
Collaboration and Professionalism
Long-term Potential and Fit