Res - 4.1-4.2 ID & follow people - to grow SM

4. Be able to grow the use of social media for business purposes (Resource) 4.1 Select appropriate people to follow on social media, based on identified themes and keywords. 4.2 Follow identified people on social media. Practical context & practice Activity 4.1: Select appropriate people to follow on social media, naturally flows into 4.2: Follow identified people on social media. The former (4.1), piggy backs onto a prior activity: 3.1 Identify themes and keywords. We will evidence both in this same form, by taking screenshots. These screenshots relate to the “recipes” that follow in this document, mentioned in the “slides” and shared in the group. Put these into your eDoc please. It will be easier to catch the gist of this activity in this brief document, as much of the essence has already been captured in the narrated slides & other visual documentation. Overarching Goal of this activity To start following people in the following cases: ● Provide you market/industry intelligence:​ opinion makers, industry leaders. You obtain intelligence related to the forces that are shaping the industry, what direction it is taking, what is falling out of trend and what is coming into trend. Very useful. ● Supply Chain (business-to-business companies)​: sticking with health and wellbeing, these are companies that would sell juicer machines and other wellbeing/yoga “paraphernalia” (mats, leggings, wellbeing teas, candles, scents, meditation tapes, etc.). Following this type of profile, will add another piece of the jigsaw to keep an eye on what is going on with your industry; as long as you follow the other profiles described here in this document (depicted below and one above). ● Competitors (to monitor them):​ draw out intelligence, by understanding the types of content they post, and the weaknesses and/or gaps that this content has not addressed - and which could be useful to your customers (if you were to create the corresponding content). ● Top fans/influencers: th​ ose who cannot help themselves and sometimes are called “super-users”. For example, sticking with health and wellbeing, there those who get the latest juicers, go to Yoga retreats, purchase the latest equipment, and have many following along their journey of discovery. Even though they do not sell a single of those items. In some instances this person's profile (for what it represents - potential tap into audiences), obtains payment or merchandise to “review” a product or service. Reminder (from slides) Again, you need to remember that you are looking for gaps to capitalise upon so that you can create valuable content, that you corroborate through a deep understanding of your target audience and ensuring that you structure your content to fulfill the marketing funnel. See images below. 4.1-4.2 ID People & Follow - Resource | Learning Outcome (s) Page || 1 of 5

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Value Proposition Design 4.1-4.2 ID People & Follow - Resource | Learning Outcome (s) Page || 3 of 5

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References/Resources How to Create a Successful Content Marketing Funnel https://buzzsumo.com/blog/content-marketing-funnel/ Content and the Marketing Funnel https://moz.com/beginners-guide-to-content-marketing/marketing-funnel What’s the Right Content for Each Stage of the Marketing Funnel? https://www.singlegrain.com/blog-posts/content-marketing/content-marketing-funnel-using-different-types-content/ 5 Types of Video Content Perfect for Each Stage of the Customer Journey https://contentmarketinginstitute.com/2017/03/video-content-customer-journey/ How to Create a YouTube Sales Funnel https://www.socialmediaexaminer.com/how-to-create-youtube-sales-funnel/ 8 Easy Steps to Creating a Customer Profile https://blog.hubspot.com/service/customer-profiling 8 Creative Ways To Profile Ideal Customers https://www.americanexpress.com/en-us/business/trends-and-insights/articles/8-creative-ways-to-profile-ideal-customers/ Know Your Audience: 15 Strategies For Creating Your Ideal Client Profile https://www.forbes.com/sites/forbescoachescouncil/2019/09/24/know-your-audience-15-strategies-for-creating-your-ideal-client-profile/ How to Get Inside Your Customer's Head How present are you in your customer's world? This just might hold the key to your brand's success. https://www.inc.com/jeff-pruitt/how-to-get-inside-your-customers-head.html 8 Genius Examples of Empathetic Content Marketing in Action https://blog.hubspot.com/marketing/empathetic-content-marketing-examples 10 Key Principles For Truly Understanding Your Clients https://www.forbes.com/sites/williamcraig/2018/07/10/10-key-principles-for-truly-understanding-your-clients/ 4.1-4.2 ID People & Follow - Resource | Learning Outcome (s) Page || 5 of 5