Social Media Marketing Test 1

Different uses for microblogging

-For marketing; convey information, begin a discussion. -

What is a blog?

A collection of the blogger's personal thoughts and ideas around a particular topic.

Owned Media

Corporate web site, campaign microsites, blog, brand community, facebook fan page, mobile, etc.

SMM planning cycle

Listening Setting goals Defining strategies Identifying the target audience (market) Selecting tools Selecting platforms and channels Implementing Monitoring Tuning

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 business #5 SMM is new #6 Social media is too time consuming #7 social media is free

What is 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.

Characteristics of appealing video content

Follow the AEIOU rule: -Authentic -Entertaining -Intimate -Offbeat and unusual -Sharing online videos -Primary sharing -Secondary sharing -Tertiary sharing (viral videos)

Initial Entry Strategy (active strategy)

The marketer creates content and engages in converation through different SM channels: actively creates and builds social media profiles, connects with key influencers, starts or participates in conversations. Many brand jump to step two without understanding their audience or their preferred interaction.

The targeting process in SMM

The most common characteristics marketers use to identify and profile target markets are demographics, geographics, and lifestyle 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.

Initial Entry Strategy (Passive strategy)

The passive strategy: -search, listen, respond. -A good way to start - Seek out mentions of your business, its competitors and the category 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 isa great first step.

What is targeting in SMM?

The right person, the right content, at the right place, at the right time, in the right format, in the right language, on the right device.

Benefits of Marketing with Social Networks

-A consequence of online soial networks is the blurring of the line between business and personal life. -Online sharing of popular interests is highly valuable to a SM marketer. -The advantages of marketing with SM networks: find talent, build brand awareness, find new customers, help conduct brand intelligence and market research. - The best marketing with social networks comes from the customer or fan base, not the firm. -When selecting a SM platform, marketers should consider the characteristics of the target audience. -Consider the capabilities of the networ.

Video streaming in the social media mix

-Streaming video is a live video broadcast shared over the internet -marketers are incorporating streaming into their social media plans as apps have allowed easy sharing of video streams. -marketing through podcasting -

Consumer use of videos

-Use of mobile and video is growing rapidly -Mobile and time shifted video are the trends marketers must accommodate -B2B video marketing

Marketing benefits with blogging

-communicating with potential customers -word of mouth marketing

Earned Media

Word of mouth, Facebook comments, twitter, vine, blogs, forums, review sites.

Listening Centers

Monitoring what people are saying online about the company/service/product. EX; Cisco

Paid Media

Traditional advertising-print, radio, display, direct mail, paid search, retail/cahnnel

How marketers use big data provided by social media?

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

Figure 2.6, Campaign-Specific and Platform-Specific SMM Objectives

-Business objectives: Financial in nature, achieve a NPbT of 15% of gross sales -Marketing Objective: Often stated in terms of market share, achieve 20% SOM for Brand A -Social Media Marketing Objectives: Stated as mesureable SM metrics, improve customer satisfaction score by 10% -C-S,P-S Objectives: Make 20% of customers aware of new rewards program, acieve 7% CT on announcement blog.... ETC.

Figure 3.1, Steps in targeting SMM campaigns

-Define target audience and segments -Create personas for each segment -Develop media plan for each targeted segment -Optimize media schedule and posts

Benefits of marketing with online videos

-Engaging viewers -Large audiences -Building brand awareness -Showcasing the product -Generating business leads -Lending video platforms

Figure 2.5, Objectives

-Exposure: Opportunity to attend to content -Engagement: interaction with content -Influence: Ability to change opinion or behavior -Impact: Suggest action to another user.

Setting goals and objectives

-Goals must be flexible in light of new developments. -Key objectives of SMM: Customer service, brand awareness, building brand preference, acquisition of new customer leads, loyalty programs.

Who are primary users of social media?

-Instagram appeals to millennials and generation Z. -Social networks appeal to the young, to business professionals and women. -Social networks sites evolved from discussion boards, where users develop communal relationships based on shared interests. -Social networks are primarily organized around people, not interest.

Principles for Sucess

-Participatory: successful brands, interect with the community, answer questions and thank those who respond. -Authentic: deception is not a long term startegy, authenticity implies conversing without forced attitudes or demeanor, communications must be professional and personable, Honest responses. -Resourceful: solve consumer service questions, or deal with complaints, get satisfaction allows visitors to share feedback and ask questions, most important in B2B marketing. - Credible: building a reputation for knowledge and expertise, especially important for B2B. Building a brand's trustworthiness. Admitting mistakes and explanation behind decisions.

Marketing with Microblogging

-increasing brand awareness -connecting with customers -providing support -disturbing information -identify influential people with common interests -create valuable relationships

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. -monitor results on each platform and continue to improve content engagement and overall marketing effectiveness.

Benefits of SMM

1) Increased exposure 2) Inreased traffic 3) developed loyal fans 4) provided marketplace insight 5) generated leads 6) improved search rankings 7) grown business partnerships 8) established thought leadership 9) improved sales 10) reduced marketing expenses

Listen and Observe

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.

The Eight C's of strategy development

1. Categorize social media platforms by target market relevancy 2. Comprehend the riles of the road on the platform by listening and learning how to behave, successfully spark conversations, and engage the participants. 3. Converse by acknowledging and responding to other users of the platform, always remembering to be a contributor, not a promoter. 4. Collaborate with platform members as a means of establishing a mutually beneficial relationship with the platform participants. 5. Contribute content to build reputation and become a valued member, helping to improve the community. 6. Connect with the influencers so that you can enlist them to help a shape opinions about your product or service. 7. Community participation and creation can elicit valuable consumer suggestions for improving products and services. 8. Convert relationships built in social media to the behaviors specified in the objectives.

How a firm should plan to do SMM

A firm that wishes to market on social networks must decide on goals and objectives, develop a solid plan, know the target audience and where to find them. B2C: social networks make it easy for members to liek, share, or become fans of a brand. Must be share worthy content, focus on the places where people spend most time. First, start an account. B2B: most dominant platform is LinkedIn. First, complete the member profile in as much detail as possible.

Best practices for developing a social media strategy

1. Start with a road map (SMM plan). 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 build, and for resources to become successful. 5. Be Flexible; social media itself is constantly evolving.

Three main components of content marketing

1. The creation of the content based upon target audiences and personas. 2. The dissemination of the content through appropriate channels to achieve marketing objectives. 3. The measurement of the success of the content through the analysis of results.

Three types if podcast content

1. played directly off the website on a computer 2. Downloaded to a computer and listened to offline. 3. Downloaded to portable MP3 players for listening offline. Webinars resemble a conference or seminar. Conducted online, interactive.

Creating a content strategy

1. strategy: ket to any social media or content marketing effort. 2. format: a single piece of content can be deployed across many types. email works well for entrepreneurs and small businesses, white papers for B2B and so on. 3. content type: different types of content work well for different businesses. Quizzes work well for B2C and testimonials for B2B. 4. platform- content distribution platforms can be overpaid, earned, or owned media, that is, over the company's website, over a social media networkm or through an advertising platform. 5. Metics: metrics help the marketer understand who is reading the content, when, the reach of the content. 6. goals: content should support the business and brand strategy. 7. sharing triggers: what marketers fo to encourage sharing; marketers use emotional and other triggers to create responses in the audience. 8. checklist: before deploying, use a checklist ensuring content is optimized for search.

Marketing with webinar

Advantages: gather a large audience without need to travel, audience can ask questions and get immediate answers, email addresses provided by participants can later be used to send targeted messages, prior to webinar registration, lead qualification messages can be asked.

Brand posts are owned media

Brand posts are owned media with no advertising costs; ads on social media platforms are paid media, usually pay per click posts.

Figure 7.1, Developing the company strategy and brand story through content marketing

Company strategy-brand story-content-communications channels-measurement and feedback

Why is SMM different than Traditional marketing?

Control (traditional) vs. contributions (SMM) Trust building; be earnest, down to earth. SMM is a unique combination of marketing creativity and technology

Global Perspectives in SMM

Cultural differences: adapting the message to fit the expected audience was discussed, but especially important when part of the community is international.

The three step persona development cycle

Experienced marketers may use personas, but new marketers must develop them from scratch using intuition, trial and error, and market research. -Identify personal roles -List needs and situational triggers -Create messaging objectives. EX; Airplane travelers.

Network Theory

Explains how traditional word of mouth advertising became ewom marketing, allowing information to be transmitted rapidly. Central node: some people are more influential online because they are central to groups sharing information. Firms may align with influential bloggers or key users whose opinion is respected.

How does ad targeting work on SM platforms ?

Facebook is one of the few platforms that make ad targeting options visible on personal profile pages. Others offer targeting to advertisers.

Linking goals with a call to action

In order to measure success, you must define what someone's desired action would be- your call to action. Ex; convert the customer to a brand advocate.

Interruption Marketing

Interruption marketing: traditional marketing relies heavily on this. Firms purchase the right to interrupt people and demand their attention. TV advertising, magazine ads, billboards, pop ups, radio ads. The content is focused around selling a product or service that provides value to the target market. Issue is that people are already bombarded by ads 5,000 a day.

What is microblogging?

Is a form of blogging with significant limits on the length of posts, typically consisting of short sentence and links, usually 140 characters. ex; Twitter

What is social media marketing (smm)?

Refers to the process pf gaining website traffic or attention through social media sites. 1) Creating buzz, videos, tweets or blog entries that may become viral. 2)Building ways that enable fans of a bran 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.

Permission Marketing

Relied on attention being earned. Consumers consent to being marketed, ex; opting into email newsletter, following an account on twitter, singing up for text message alerts. Permission marketing (organic social media) is an important element of SMM. 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.

What is a white label social media network?

This is an online service that shares many of the characteristics of a public social network like FB, but it is privately run by a corporation or NFP. Now known as enterprise social networks or social business.

The Forrester Social Technographics Ladder

This profile consista of the following personas: -Creators -Conversationalists -Critics -Collectors -Joiners -Spectators -Inactives

What does optimize for SMM mean?

To optimize for SMM means to make everything from a user's profile to her blog posts to her pinterest pins as visible as possible to everyone on the platform and sometimes in search engine rankings.

Building a twitter following

Twitter is set up so that users only receive tweets from people they are following. One strategy: follow others in the hope they will follow back. -Equal ratio strategy: keep profile's following and follower counts close to equal. -Targeted follow strategy: search for and follow 50-150 profiles with similar interests and ideas or those that already have members of the target audience following them. -Purchase option: many services offer to provide twitter followers for a fee. not advisable. -Synergize with other media to draw existing contacts into the twitter following.