Social Media Marketing

Location targeting

- geo-targeting using mobile -Send offers while they are in the vicinity of a retail store -Personalized coupons in store -Help customer find the location of items in the store

Look-alike targeting

- identifies people like the ones who have been targeted successfully

Traditional Approach

-Controls content seen by audience -one-way communication -Domineering approach -Exclusivity agreements

Social Media Approach

-Emphasizes audience contribution -two way communication -Discussion approach -trust building

Create personas for each segment

-Persona roles -needs -behavioral triggers for each role -messaging objectives for each role

The 8 C's of strategy development

1. Categorize social media platforms by target relevancy

Steps in targeting SMM campaigns

1. Define target audience and segments 2. Create personas for each segment 3, develop media plan for each targeted segment 4. optimize media schedule and posts

The valid metrics framework

1. Exposure-opportunity to attend to content 2. Engagement-interaction with content 3. influence- ability to change opinion or behavior 4. Impact- effect on the target audience 5. Advocacy- suggest action to another user

Social Media Myth #6: Social Media Is Too Time-consuming • Three key ways to limit the time investment in social media marketing:

1. Look for underutilized employees who can spend some of their time on social media marketing 2.Leverage efficiency tools top streamline social media efforts 3.Use mobile devices to boost efficiency

Best Practices for Developing a Social Media Strategy

1. Start with a road map (your SMM plan) ◦ a. Identify your target audience & characteristics ◦ b. How will you interact with them? ◦ c. How will you measure the success or failure of your activities? ◦ d. How will you adjust to stay on track to meet your objectives? 2.Listen before you start interacting; listen strategically. 3. Welcome audience participation, feedback and collaboration. 4. Give the strategy an adequate amount of time to be built, and for resources to become successful. 5. Be flexible; Social media itself is constantly evolving.

The SMART standard for judging the quality of goals and objectives at any level

1.Specific 2. Measurable 3. Achievable 4. Realistic 5. Time delimited

What is a SMM Plan?

A SMM plan details an organization's social media goals and the actions necessary to achieve them. ◦ Understanding corporate and marketing strategies and the creation of promotional strategies • Without integrated strategies and solid SMM plans, there is little chance of successfully executing SMM.

Brand posts are owned media with no advertising costs;

Ads on social media platforms are paid media, usually pay-per-click (PPC) posts

Using big data, marketers can engage in

Behavioral targeting Connection targeting • Interest targeting • Look-alike targeting • Custom targeting • Location targeting

Optimize media schedule and posts

Best days, times to post Optimize post for platform

SMM Planning Cycle

Continuous cycle Listening, setting Goals, defining Strategies, identifying target audience, selecting tools/ selecting platforms and channels, implement, monitor, tuning and so on

owned media

Corporate web site, campaign microsite, blog, brand community, Facebook fan page, mobile -CUSTOMERS

Setting Goals

Define the desired outcome such as: brand building Coke's Social Media campaign increasing customer satisfaction - Vista prints driving word-of-mouth recommendations producing new product ideas generating leads - email, ebooks, white papers & webinars handling crisis-reputation management, or integrating social media marketing with public relations an advertising Search Engine Optimization

"call to action."

In order to measure success, you must define what someone's desired action would be

ADVANTAGES of SMM

Lots of customers located in the same place (e.g., Facebook ~1.1 billion active users) Relatively inexpensive compared to traditional forms of marketing (e.g., TV, radio, and print advertisements) Can easily obtain personal information about customers for targeting purposes (e.g., Facebook fans) Instantaneous Message can go viral

DISADVANTAGES of SMM

Negative message can go viral Marketing campaign can backfire(e.g., McDonald's #McDStoriesTwitter campaign Difficult to measure the success of social media marketing!

Ads also serve a signaling function

Positive correlation between sellers' continued advertising and quality of product and profitability: Good products make advertising more profitable

"Social" Activities are Largely Focused on "Content"

Social Marketing Teams are focused on content creation

The History of SMM

Social media has reached critical mass. • 73% of adults in the U.S. have a profile on a social network.

The Targeting Process in SMM - The Forrester Social Technographics Ladder

This Profile consists of the following personas: ◦ Creators TOP ◦ Conversationalists - actively participate in group discussions ◦ Critics - evaluate and comment on content produced by creators and conversationalists ◦ Collectors - save favorites on bookmarketing sites like Pinterest, subscribe to RSS feed ◦ Joiners - interact on FB, Linkedin ◦ Spectators - consume the content produced by others ◦ Inactives - not too involved BOTTOM

Earned media

Word of mouth, Facebook comments, Twitter (@mentions, @replies), vines, blogs, forums, review sites

Social network

a single social media site like Facebook, YouTube, etc.

Custom targeting

allows marketers to upload their own email lists

Social media

are online media where users submit comments, photos, videos. ◦ Often accompanied with feedback process to identify popular topics. ◦ Online conversation among people about a subject of mutual interest.

Behavioral targeting

based on purchase and search behavior

Interest targeting

based on self-reported interests, Google + collections

Connection targeting

based on type of connection to your brand

Converse

by acknowledging and responding to other users of the platform, always remembering to be a contributor, not a promoter

contribute

content to build reputation and become a valued member, helping to improve the community

define target audience and segments

demographics lifestyles Media use -internet use behaviors -mobile use behaviors -offline use behaviors

The most common characteristics marketers use to identify and profile target markets are

demographics, geographics, and lifestyles or psychographics ◦ Identifying and segmenting the target market is a key marketing activity. ◦ But the marketer wishes to reach a single market segment, not the entire market.

WOM (word of mouth)

leading purchase influence in four different countries

Develop a media plan for each targeted segment

messaging objectives media mix media scheduling Evaluation and more

community

participation (and creation) can elicit valuable consumer suggestions for improving products and services

Social Media Marketing (SMM)

refers to the process of gaining website traffic or attention through social media sites Efforts are centered around creating content that attracts attention and encourages users to consume it socially ◦ Disseminate a corporate message from one user to another and presumably resonates as it comes from unbiased third party as opposed to the brand/company itself ◦ Earned media rather than paid media

convert

relationships built in social media to the behaviors specified in the objectives

Permission-based marketing

relies on attention being earned. ◦ Consumers consent to being marketed; examples: • Opting into an email newsletter • Following an account on Twitter • Signing up for text message alerts

Comprehend

the rules of the road on the platform by listening and learning how to behave, successfully spark conversation, and engage the participants

Paid media

traditional advertising-print, television, radio, display, direct mail, paid search, retail/channel -GENERAL CONSUMERS

A company is defined not only by what it says about itself, but also about what others say about them

true

Collaborate

with platforms members as a means of establishing a mutually beneficial relationship with the platform participants

Connect

with the influencers so that you can enlist them to help shape opinions about your product or service

The Seven Myths of SMM

• #1-Social Media is Just a Fad • #2-Social Media is Just for the Young • #3-There is no Return on SMM • #4-SMM Isn't Right for This Business • #5-SMM is New • #6-Social Media is Too Time-Consuming • #7-Social Media is Free

Best Practices for SMM

• 1. Begin with a strategy backed by a SMM plan. • 2. Be honest and transparent in all your social media efforts. • 3. Identify your target audience, and understand its media behavior before you begin. • 4. Welcome participation and feedback from your audience. • 5. Remember that what you know today may not be valid tomorrow. SMM changes with the speed of technology.

Important aspects of SMM?

• 1. Creating buzz, videos, tweets or blog entries that may become viral. • 2. Building ways that enable fans of a brand to promote a message themselves. • 3. Based around online conversations. • 4. Part of a larger media ecosystem of owned, paid and earned media used in marketing. example crest and halloween

Listening and Observe: Five Stages

• 1: Listen to conversations about a brand or company. • 2: Listen to what people say about the competitors. • 3: Listening to what people say about the industry or category. • 4: Listening for the tone of the community. • 5: Listening to different social media platforms and channels.

Careers in SMM

• Blogger • Community manager • Digital media manager • Director, social media marketing • Engagement manager • Interactive media associate • Social media account executive

Getting to the sale is the final step:

• Click on blog post from Twitter or Facebook • Sign up for email newsletter • Sign up for webinar (collect contact info) • Have salesperson call • Purchase • Convert the customer to a brand advocate

Several aspects distinguish SMM from traditional marketing:

• Control (traditional) vs. contributions (SMM) • Trust building; be earnest, down-to-earth. • Trust is slow to earn, but easy to lose. • SMM is a unique combination of marketing creativity and technology.

Target audience descriptions become richer:

• Facebook users over 55 years of age - use FB once a week and belong to one or more travel interest groups • LinkedIn users in the states of Illinois, Ohio, etc.(SMM conference in Chicago) • Instagram users who post from Los Angeles beaches over a Labor Day weekend • Brand page fans who visit the retail store (coupon)

Setting Goals and Objectives

• Goals must be flexible in light of new developments. ◦ Unintended benefits may be discovered • Vista Print

Characteristics of a Successful Social Media Marketer

• Good communication skills • Able to engage with a diverse group • Being a good listener • Good writing skills • Working knowledge of computers and the Internet • Programming not required • Knowledge of search marketing desirable • Proficiency on at least 3 leading social platforms: Facebook, Twitter and LinkedIn • Tips for jobseekers: • Stay on top of social media trends • Be prepared to think and act quickly. • Be comfortable with analytics. • Learn to write for social media. • Establish and maintain your social media presence. • In all you do, show yourself to be an effective user of social media.

The Persona Development Cycle

• Identify personal roles • List needs and situational triggers • Create messaging objectives

Social Media Myth #4: Social Media Marketing isn't right for this business • Instead, social media marketing: • Is just as relevant to B2B companies as to B2C firms • Has a powerful ability to drive word-of- mouth or recommendations from friends • Influences search as a resource because search results frequently include social media sites Even if businesses don't believe in the value of engaging in social conversations as a part of marketing, there is no denying the value of a strong business or product presence in search results.

• Instead, social media marketing: • Is just as relevant to B2B companies as to B2C firms • Has a powerful ability to drive word-of- mouth or recommendations from friends • Influences search as a resource because search results frequently include social media sites Even if businesses don't believe in the value of engaging in social conversations as a part of marketing, there is no denying the value of a strong business or product presence in search results.

Social Media Myth #3: There Is No Return In Social Media Marketing

• Instead, social media returns are: • Difficult to measure, and many businesses do not currently measure their social media efforts • A frequent topic for conferences of online marketing experts • Measured in a variety of different ways such as: savings in customer service, online word-of- mouth promotion (buzz), improved brand awareness and reputation, increased brand loyalty, and sale lead generation

Social Media Myth #2: Social Media Is Just For The Young

• Instead, the reality is: • Older users are among the fastest growing demographics on most social media sites YouTube - 18 to 55, evenly divided between males and females Facebook - 61% of those 35 to 54 and 48% of people over 55 have Facebook pages • Users span all age and income brackets • Social networks are increasingly being adopted by older populations

Social Media Myth #5: Social Media Marketing Is New

• Instead, what's new is: • Technology and media are changing the role social, behavioral, and economic concepts play in modern marketing efforts • Underlying premise is WOM • Conversations are now public, online, and viewable for the indefinite future • Consumers are already on social sites, talking about businesses on their Facebook pages, blogs, and Twitter accounts, whether a business acknowledges this or not.

Dell Reinvents Itself Through Social Media

• The end goal is not just to become a better social communicator but to conduct business more productively, evolving from a twentieth-century enterprise into a twenty- first-century "socialprise."

Social Media Myth #7: Social Media Is Free While most sites do not have a fee for usage, costs include:

• Time and resources • Fees for producing and creating content • Fees for consultants or agencies involved in building and executing the social media strategy

Best Practices for Targeting Branded Posts

• Understand what platforms are used by the target audience and how they are used. • Optimize content and posting schedule for each platform. • Use the targeting capabilities of each platform. • Monitor results on each platform and continue to improve content engagement and overall marketing effectiveness.

Social Media Myth #1: Social Media Is Just A Fad

•Instead, social media is: •Founded in community, socialization, and word- of-mouth marketing •Based on a stable premise that people are social and want to connect with other people •Related to technological evolution that continues to provide new and attractive means for people to interact •Rooted in core trends and behaviors in social media interaction that remain stable over time

Once personas and associated messaging objectives are complete, the SM marketer must:

◦ Choose the media mix. ◦ Schedule each post on each platform. ◦ Execute the schedule. ◦ Follow the reaction to the posts, listening and perhaps replying to at least some of them.

Traditional marketing relies heavily on interruption marketing:

◦ Firms purchase the right to interrupt people and demand their attention • TV advertising, magazine ads, billboards, pop-ups, radio ads, etc. are created to interrupt the viewer at what he or she is doing ◦ These marketers need not worry about whether a consumer wants to see their ads • Viewers realize that ads are part of the cost they pay in order to consume media content

The content of interruption ads is focused around selling a product or service that provides value to the target market.

◦ Goal of the ad is to showcase the product, reduce information search costs, create a persuasive case for purchase. ◦ Effective placement of the ad is necessary. ◦ Media scheduling seeks the target audience.

permission marketing

◦ It requires earning attention from people who have a choice about whether or not to engage. ◦ People tend to choose brands that are authentic, transparent, show care and empathy, respect consumers' time and opinions, and have a human presence online. ◦ But firms cannot rely solely on permission Article - Facebook ads (Hubspot) (organic social)marketing.; interruption (social advertising) must be included.

Two important warnings:

◦ Not all platforms offer all types of targeting ◦ Advertisers receive new targeting options first; brand name marketers receive them later.

The Passive Strategy

◦ Search, listen and respond ◦ A good way to start ◦ Seek out mentions of your business, its competitors and the category of industry ◦ Spend time listening to what people are saying ◦ After achieving familiarity with the conversations, responses can begin ◦ Simply saying thank you and answering questions is a great first step.

The Active Strategy

◦ The marketer creates content and engages in conversation through different SM channels: • Actively creates and builds social media profiles • Connects with key influencers • Starts or participates in conversations ◦ Many brands jump to step two without understanding their audience or their preferred interaction. • Consider starting slow with the passive strategy.

What is targeting in SMM?

◦ The right person to get ◦ The right content ◦ At the right place ◦ At the right time ◦ In the right format ◦ In the right language ◦ On the right device

People spend time online for 3 reasons

◦ To connect with people ◦ To get information, or ◦ To be entertained • A successful SM strategy must associate itself with at least one of these 3 reasons