Marketing Final Chp 9 & 10

What are some different social media goals employed by firms? Know with examples.

acquisition engagement loyalty

· What is the role of creating an accurate company bio on SM platforms along with proper links to the brand's website?

very crucial - traffic to your website, brand credibility and seo signal

· What advantages does YouTube provide as a SM platform? How does advertising on YouTube work? What is CPV? Should brands advertise on YouTube using the search function? Why?

video content hub advertising-shared revenues w video owner- CPV (cost per view) no because it is a site centered around videos not links to website

· List some social listening KPIs.

volume, sentiment, changes in volume and sentiment, and topic

· List some potential social media objectives for firms.

▪Additional purchases ▪Purchase frequency ▪Improve CSAT ▪Customer feedback ▪Increase referrals & loyalty ▪Reach New Customers & Leads ▪Provide Product Information & Support ◦ Research◦ Product design◦ Service enhancement ▪ Building Brand Equity◦ Brand awareness◦ Reputation management◦ Brand personality development ◦ Engagement

· What kind of content does FB favor and what are its implications for the reach of a brand's organic content on FB? What do brands do to counter that?

▪FB favors affinity/friends' content over content from companies ▪The average reach of an organic post on a Facebook Page hovers around 5.20% ▪So, what should companies do? -boosting and advertising

· What is SM sentiment analysis?

Sentiment analysis (or opinion mining) is a natural language processing (NLP) technique used to determine whether data is positive, negative or neutral

· Why should brands consider FB in their SMM strategy?

▪Large user base ▪Higher user engagement ▪Ownership - Instagram and WhatsApp ▪FB Content Types Content posted by friends Content from pages you liked Other content liked/shared by friends 4. Ads

· What are the five major components of a social media plan?

-Determine the objective -Choose the SM platform(s) -Plan the content -Distribute and promote content -Measure success

· What are the unique characteristics of LinkedIn as a SM platform? What do you know about Sponsored InMail?

-profesional consumption and great for B2B contexts -sends a message directly to the person targeted like sending an email without that persons email

· What is the role of platform synergies under a multi-channel (or omni-channel or cross-channel) SM strategy? What about IMC? Do SM platforms offer remarketing?

-the process of building social media campaigns that utilize more than one platform/network/medium to reach new and existing audiences ie facebook and instagram

· How do brands use Snapchat and TikTok to engage consumers? What are AR lenses? How do stories work in these contexts?

-through paid sponsorships with influencers -ar lenses are a snapchat feature in which allows the user to add 3D effects to their picture , filters which things like Mac can benefit from stories- people post w the filter and others see which filter or AR lense was used, on TIk TOk too

· Why is Instagram becoming more popular with brands in an attempt to reach and engage consumers? What are the different ad types available in this platform? What is influencer marketing?

-younger demo 18-30 years -reels and shops ad types= photo, story, carousel, and video influencer marketing- celebrities being paid to market items

· How do brands enhance their content value (utilitarian, entertainment, and community) on SM? Why is it important to schedule content to be posted at the appropriate time on SM?

1. Utilitarian Value Deals and discounts Contests/drawings Useful ideas/practices Product updates Training/education Entertainment Value 2. ◦ Humor◦ Insider knowledge◦ News from company icon 3. Community Value schedule content to maximize visibility

· What is the scope of SMM? What can companies use it for?

1. Creation of content/posts for the company's social media pages ◦ Create a customer◦ Increase consumer value and customer loyalty ◦ Improving customer engagement◦ Supplementing SEO efforts 2. Paid ads on social media platforms ◦ Attracting new customers◦ Increasing consumer purchases 3. Brand reputation management

How do companies choose specific SM platforms based on their business objectives?

1. Platform characteristics ▪ Who are you targeting? ▪Size and nature of population characteristics▪ Demographically, Geographically, Psychologically, and or Behaviorally 2. Nature of social media interactions ▪UX on FB vs. Pinterest? ▪Targeting on FB, Viral on YouTube, Influencer Marketing on Instagram, B2B Marketing on LinkedIn, Twitter for SEO and Reputation Management 3. Platform synergies

· What are some specific ways in which social media advertising can be used to interact with and engage consumers? What do you know about FB Instant Experiences? - Please use the document titled "Some helpful terms" posted on BB for additional help.

1. Social media monitoring 2. Social listening

What is social media monitoring and how is it different from social media listening? Which of these is a more proactive versus a reactive approach?

1. caring for your customers by monitoring social media for messages directly related to your brand and responding to those messages appropriately 2. Understanding your audience and improving campaign strategy by accessing the full spectrum of conversation around your industry, brand, and any topics relevant to your brand. monitoring tells you what and listening tells you why social monitoring-reactive responses social listening- proactive decisions

· How is a SM campaign plan designed?

1.Determine the objective 2.Choose the SM platform(s) 3.Plan the content 4.Distribute and promote content 5.Measure success

· What is a FB business page? How is it different from a personal FB page? What is a page like? What is the difference between a fan and a follower?

A company can have multiple pages - e.g., one for each product category Page Like - sort of a subscription where consumer allows brand content to occur in their newsfeed (Fans vs. followers ▪Cannot send friend requests but page admin can send requests to 'Like' the page

social media marketing

A form of digital marketing utilizing social networking sites as marketing tools, to gain traffic, brand exposure, and interaction with customers through social media.

· What are the different ad types and placement options available on FB?

Ad Options - Videos ads, Carousel ads, Slideshow ads, Collection ads - Instant Experience Ad Placements ▪ Newsfeed▪FB Marketplace ▪FB Stories ▪Desktop Sidebar ▪FB Messenger▪ Instagram

· Don't forget to read the 2021 SM Trends posted on BB.

Businesses looking to increase the budget for Instagram ( top dog in attracting marketing spend) fb (2nd) and linkedin (4th). Notably tiktok was second to last followed by snapchat.

· What are the four major content types used in SMM? Know with examples. How do companies decide their SM content plan?

Content types: 1. Original 2. User-generated 3. Co-created 4. Curated media types-platform dependent ie- instagram =image and video facebook= text, image, video and link

· How do companies utilize the paid aspects of FB for advertising? What is a boosted post?

FB advertising is unique: • Many targeting options • Full-screen, immersive ads for mobile - high engagement a post to your Page's timeline that you can apply money to in order to boost it to an audience of your choosing.

· Which SM platform has the highest active user population?

Facebook

· What is the role of tone, legal aspects, and response formats in SM contexts? Why is it important to have a SM style guide in place?

Having a Style Guide is Important •Tone• Legal restrictions• Response and formatting guidelines

· How does SMM help with SEO and to what extent? When should a company post on SM for SEO purposes?

If one of your pieces goes viral on social media, you might see your link re-posted many times over by different individuals - but do these social media- based links pass authority in the same way as their domain-rooted counterparts? ▪SM activity does affect SEO, but the effect is relatively small.

· How do you measure SMM success? What specific KPIs are used to measure reach, engagement, and loyalty under SMM?

Measuring Reach ◦ Number of likes, subscribes/followers ◦ Follower growth ◦ Impressions/views Measuring Engagement ◦ Re-posts/Re-tweets/Re-Pins ◦ Likes and Comments ◦ Engagement Rate Measuring Loyalty ◦ Conversion rate ◦ Purchase frequency ◦ AOV

· What are the main similarities and key differences with respect to paid advertising on SM?

Paid advertising Similar to GoogleAds platform Target audience, budgets, bids, ad copy design, ad campaign execution and analysis Key differences: SM platforms have much more information about its users, so ad targeting can be more precise SM ads show up in user feeds, hence the engagement rate is much higher SM ads allow users to interact and engage with the ad - Immersive ads like FB Instant experiences or Snapchat lenses

· Explain the POE framework. Where does social media fit into this framework?

Paid, owned, earned paid media-social media advertising, paid search marketing, display advertising, affiliate marketing owned media-website, social media profiles, email marketing earned media-social media sharing, direct traffic, search engine optimization, press coverage

· What bidding methods do FB advertisers use? How does FB determine which ad wins?

Similar to GoogleAds - Bidding methods include CPM, CPC and CPA (Cost Per Action) bid amount x estimated action rate +relevance/quality

· What do you know about Shop the Look feature on Pinterest?

allows for you to visit the webpage of the items to buy them

· What do you mean by SM content mix? How do brands determine their content mix on SM?

content mix is brand dependent ie kraft foods is 60% recipes and 40% deals and discounts because this is what their brand is about and their social media should cover where as BMW is 80% product updates and 20%insider knowledge since they woldn't have promo codes etc.

· What are the three specific ways to target consumers on FB? Know each type with definitions.

core audiences- select your audience manually based on characteristics, such as age and location custom audiences-upload your contact list to connect with your customers on Facebook lookalike audiences- use your customer information to find people similar to them on Facebook

· How does Pinterest help marketers in their SMM efforts? What are promoted pins?

digital scrapbook- visual consumption promoted pins= pins for content on company's own pinterest page- ie Kraft

· Which specific tools do marketers use for conducting SM analytics? Know about platform-specific analytics options as well as multi-source software options like Hootsuite.

multisource/platform analytics- hootsuite, sproutsocial, tweetdeck

·· What are the different ways of distributing and promoting your content on SM? Know with examples under the POE framework. How can companies incentivize owned SM?

paid media: proper targeting, demographics, interests and behaviors owned media: "follow" or "subscribe" does not mean engagement. engage with incentives-contests ,in person CTAs earned media: encouraging customers to talk about you.positive and negative implications incentivizing owned media: disounts and giveaways, in store CTAs

· What comprises FB content? How does FB determine which content to present on a consumer's news feed?

personal pages and business pages

· What are the two specific ways in which brands can utilize Pins? Know with examples.

pin urls and re-pins promoted pins (CPM, CPC, or CPE) offer pin it button next to content on the company website business options- shop the look

· Which particular SM platforms are suggested to be employed to meet specific primary and secondary brand objectives?

primary- 1st time customers: youtube customer loyalty: pintrest, snapchat and insta seo: facebook adevrtising: fb and insta Secondary- 1st time customers: insta customer loyalty: Linkedin seo: twitter advertising: youtube reputation management: twitter, linkedin

· What do you know about the following features on Twitter - Quick Promote, Partner Audiences, Installed App Targeting, and Tailored Audiences? - Please find all the definitions in the document titled "Some helpful terms" posted on BB.

quick promote-ets you quickly and easily promote Tweets to a larger audience in a few simple clicks partner audiences-you can now target Twitter Ads to users who have shown powerful signals of intent off of Twitter installed app targeting-By analyzing campaign reporting by installed app category, we were able to identify categories with average cost-per-install of up to 60% lower than similar broadly targeted campaigns. tailored audiences-way to target your existing users and customers to create highly relevant campaigns.

· How does Twitter differ from FB and other social media platforms?

short and succinct text public nature for broadcasting which makes for more post exposure than Facebook but also open to more spamming

· How do brands advertise on Twitter? What are promoted tweets, accounts, and trends?

short and sweet texts with links to website Similar selection principles for bidding and targeting - should be tied to your business objective promoted tweets-Promoted Tweets are ordinary Tweets purchased by advertisers who want to reach a wider group of users or to spark engagement from their existing followers. Promoted Tweets are clearly labeled as Promoted when promoted trends -allows the advertiser to buy a space in the trends list of that social network promoted account-