Social Media MKT Exam 3
Blogging Platforms
-WordPress (76.3 million blogs published each month)- -Wix -Blogger -Medium.com -Tumblr (465 million accounts)
Characteristics of a Blog
-Written in first person -Collection of thoughts on a variety of topics -Include links, pictures, videos -Accessible online for free -Searchable in search engines. -Updated frequently. -Allows for reader engagement through comments, likes and shares.
Blog Posts Typically are:
-Written in first person -a collection of thoughts or expertise on a variety of topics -inclusive of links, pictures, and videos -accessible online for free for the public -searchable in search engines -updated frequently -open for reader engagement through comments, likes and shares
Integrated Marketing Communications Elemens
-advertising -personal selling - public relations -search marketing -tv/radio -social media -email marketing -direct mail marketing -events -digital (web) marketing
Recruit, Attract Top Talent & Retain Employees (Employee Advocacy Business Benefits )
Social enterprises are 58 % more likely to attract top talent, and 20% more likely to retain them
Higher Customer Retention Rates (Employee Advocacy Business Benefits )
Customers referred by an advocate have a 37 percent higher ____________ __________
History of Blogs
Dating back to the 1990s, a blog in its early form was an online diary where people would share their thoughts about their daily lives. First blog- Justin Hall in 1994 with his personal homepage "Justin's Links" The word blog coined in 1997 from "web log"
Identify the Target Audience (BEFORE LAUNCHING A SOCIAL MEDIA MARKETING CAMPAIGN)
Determine the target audience for the campaign. Include detailed information on the target audience such as demographics, interests, location, most used social media networks and more.
Determine a Campaign Budget and Resources (BEFORE LAUNCHING A SOCIAL MEDIA MARKETING CAMPAIGN)
Determine the total_______and __________ needed to run the campaign Assign responsibilities to the entire social media team members ahead of time ensure a smooth process. Includes: -Social media advertising -Employees -Social Media Tools & Software
5. Create an Editorial and Distribution Strategy (How to Get Started with Blogs)
Determine who will be writing and editing the blog content and subject matter experts that need to be involved to contribute content. Determine the quantity, how often and when to post blogs.
Influencer Marketing Success Stories Contiki
In 2012 ________ launched its #RoadTrip series, hosting groups of YouTube content creators on a once in a lifetime trip around the world. The roadtrip allowed fans to follow the YouTube stars online as they posted content of their trips, encouraging followers to take part in fun challenges along the way In 2017 _______ launched the Travel Project, a celebration of the reasons why it is so important to travel. The project features the works of millennial influencer across multiple storytelling platforms
Increased Business (Employee Advocacy Business Benefits )
Leads from employee advocacy are seven times more likely to close than other forms of leads 64% of companies with formal employee advocacy programs credit advocacy with attracting new business 45% of companies attribute new revenue streams to employee advocacy
Establish Goals (BEFORE LAUNCHING A SOCIAL MEDIA MARKETING CAMPAIGN)
establish what you hope to accomplish with the campaign. he campaign should be built around specific business ------, such as brand awareness, leads, sales, increasing web traffic, or generating email subscribers.
Influencer Marketing
focuses on using influencers to promote a brand message, product or service
Influencer Marketing Success Stories Frito Lay
in 2018 _____ _______ partnered with celebrity influencers to launch the Smiles Campaign with the goal of targeting millennials. the campaign involved putting the smiles of real people on more than 60 nw bags of its snack foods. the campaign encouraged followers to take selfies of themselves with the ________ Smile bags and share them on social media
ALS Ice Bucket Challenge
most famous social media challenge ever started by a man named Pete Frates who was working with the ALS Association to raise money and awareness for ALS with every completion of the challenge participants were encouraged to donate to the ALS Association
Escape FItness Podcast
podcast series called "Escape Your Limits" for which he interviews bodybuilders, mma fighters, and fitness entrepreneurs .
Reach
quantity of people that an influencer is able to deliver a message to a common misconception is that social media influencers need to have millions of followers
Influencer
someone who carries influence over others Types: -traditional -industry expert -academic -business leader -decision maker -professional -topical community -brand advocate -political -celebrity
Social Media Influencer
someone who exerts his or her influence through social media are changing the way that companies market their products
Disney (Social Media Campaign Success Stories)
started its #ShareYourEars campaign raised awareness and funds for terminally ill children, partnered with the Make-A-Wish Foundation in a social media marketing campaign that involved images of people wearing Mickey Mouse Ears
DJ Khaled
the king of snapchat influencers Receives between 3 to 4 million views on each of his snaps • Has more than 19 million followers on Instagram, 5 million on Twitter, and 7 million on Facebook
Blog Intro
this along with the blog title, is the most important part of writing a blog as it's the first chance to grab the reader's attention. tell a story, share a joke, use a statistic provide an interesting fact, ask a question or state something controversial should also provide readers with the purpose of the post, directly addressing a problem the reader may have
Influencer Marketing Success Stories Chipotle
took a big bet on tiktok be leveraging youtube influencer David Dobrik to celebrate National Burrito Day. Dobrik took to TikTok to challenge viewers to create their own TikTok videos showing themselves flipping burrito bowls with the #ChipotleLidFlip challenge
Vlogger
video blogger
engaging
when followers mention the influencer or ask questions, it's important to acknowledge followers by liking or commenting back
General Electric Podcast
best known as a digital and industrial company was able to spark interest in outer space through a successful weekly 8-episode fictional podcast called "The Message." The podcast features Nicky Tomalin, who is covering the decoding of a message from outer space received 70 years ago.
Oreo (Social Media Campaign Success Stories)
called the ________ daily twist 100 pieces of sharable content created in 100 days in honor of the 100th birthday the strategy was to reimagine popular culture through the eyes of an _________ cookie
Campaign Success factors for Starbucks
capitalized on an existing consumer behavior after noticing customers would often doodle on their white cups and post them on social media the contest rules were simple and easy to follow was able to boost brand awareness by leveraging the creativity of its own customers. at the same time, the competition drew attention to the company's reusable cups, which supported its goal to promote sustainability
Determine Where the Campaign Will live (BEFORE LAUNCHING A SOCIAL MEDIA MARKETING CAMPAIGN)
could be social media, company website, microsite, app
Blog Outline
decide how long the blog will be: 400-1000 words. Write down all of the main takeaways and key points to include in the blog and organize them into sections.
Employee Advocacy Benefits for the Employee
-Career Growth -Thought Leaders -Network Growth -Incentives -Grow Personal Brand -Increased Employee Engagement
4. Brainstorm Topics & Post Types (How to Get Started with Blogs)
-Ask sales teams the top questions customers are asking. -Research competitors -Keyword research. -Look at existing company content to break up into blog posts. -____________ the different angles that will be written about for each topic and the types of blogs that will be published for each.
Best Practices for Hosting Webinars
-Find and select a webinar hosting service -Scheduled webinars in advance -Send out reminder emails leading up to the webinar. -Keep webinars between 30 minutes and 1 hour. -Host webinars is in the morning hours before noon. -Include a catchy webinar title. -Make the topic and content interesting. -Choose the best speakers -Make sure materials being presented are visually appealing. -Interact with attendees in the chat. -Always include a Q&A session at the end -Wrap up your presentation with advice, a call to action, and contact information speakers and the company. -Record and make the webinar along available after. -Promote the recorded webinar across all marketing channels. -Reach out to leads.
Why Vlogging is so popular
-Gives viewers an in depth look into the lives of real people. -Vloggers are authentic, inspirational, and indefinable. -Make it easy to engage and interact directly with viewers -Fosters deeper relationships. -There are vloggers for nearly every category and genre, making them relatable to almost every audience. -Easy to create.
AIDA Model
-Grab their ATTENTION -Build their INTEREST -Create the DESIRE -Persuade them to take ACTION
2. Identify Target Market (How to Get Started with Blogs)
-Have a clear understanding of their target audience. -What do they want to know about? -What topics will resonate with them? -Create customer personas.
Campaign Analysis Questions
-How did the overall campaign perform? -Did the campaign achieve its objectives? -Was the campaign a success or failure? -What worked, and what didn't work? -What could have been done better? -Was the target market reached? -Was the incentive powerful enough? -Were enough resources allocated? -Was more budget needed? -What was the feedback from participants? -Did the brand perception change during the campaign? If so how?
Benefits of Marketing with Webinars
-Increased brand awareness. -Reach large audiences -Establishes brands as thought leaders -Creates authority and trust with consumers -Allow brands to understand target market better -Interact directly with customers through Q&A's -Capture leads -They save time and money -Recorded and repurposed to promote in the future.
BENEFITS OF INFLUENCER MARKETING
-Increased exposure -Brand awareness -Improved search ranking -More Credibility -Effective reach a target market -New leads -Conversion
Blogging Benefits to Marketers
-Increases brand awareness -Humanizes the brand. -Facilitates word of mouth marketing -Provides an easy way to keep customers up to date on industry trends and company products/services. -Create meaningful and shareable conversations with customers. -SEO -Establish credibility and trust with customers -Increases web traffic -Helps brands get discovered on social media -Generates leads
Podcast Benefits
-Inexpensive to create -Convenient and easy to consume. -Creators establish themselves as thought leaders -Connect and build trust with audiences -Reach new audiences -Increase brand awareness. -Can be monetized
Disadvantages to Blogging
-Large time commitment. -No instant payback -New blog content needs to be added regularly -Large saturation of bogs online today -It takes time to build a large following. -ROI can be difficult to measure.
THE FUTURE OF BLOGS, VLOGS, PODCASTS AND WEBINARS
-More people on mobile -Increasing Video consumption -Increased brand awareness -Fosters relationships with customers -Blogs, Vlogs, Podcasts and Webinars are vital for many brands marketing efforts today.
Podcast Formats
-Solo commentary -One on one interview -Q&A -Multi-Host Talk Show -Educational -Panel or round table discussion -Narrative storytelling -Fictional or non-fictional storytelling
Why Blogs are so popular
-They give everyday people a voice. -They provide an easy way for anyone from around the world to share opinions and ideas with a large audience. -They help readers keep up to date on the latest trends and topics they are interested in. -They are a great marketing tool for many businesses. -53% of marketers say blog content creation is their top inbound marketing priority
Employee Advocacy Business Benefits
-greater reach -increased business -higher customer Retention Rates -Recruit, Attract Top Talent & Retain Employees -Trust in Employees as Thought Leaders
What makes a good influencer
-reach -credibility -authenticity -activity -engaging
Mega Influencer
1 million + followers
During a Social Media Marketing Campaign
1. Promote the Campaign 2. Monitor and Engage 3. Adjust
How to Get Started with Blogs
1. Set Goals 2. Identify the Target Market 3. Create a Blog Site 4. Brainstorm Topics & Post Types 5. Create an Editorial and Distribution Strategy
Writing and Optimizing Blog Posts
1. outline 2. Title 3. Intro 4. Main body 5. Conclusion 6. Optimise for SEO 7. Formatting the Blog 8. Proofread & Publish
Before Launching a Social Media Marketing Campaign
1.Establish Goals 2.Choose a campaign idea, theme and type 3.Identify the target audience 4.Determine a campaign budget and resources 5.Outline the campaign parameters 6.Choose incentives 7.Determine where the campaign will live 8.Select social networks 9.Choose a timeline 10.Develop campaign assets and calendar 11.Set up listening streams
After Launching a Social media marketing Campaign
1.Share results 2.Follow-up 3.Report and analyze
Type of Blogs and their popularity
1.fashion blogs 2. food blogs 3. travel blogs 4. beauty blogs 5. music blogs 6.fitness blogs 7.lifestyle blogs 8.mom blogs 9.sewing blogs 10.wedding blogs
Micro Influencers
10K - 50K influencers
Nano Influencers
1k - 10k followers
Blog
A regular feature appearing as part of an online publication that typically relates to a particular topic and consists of articles and personal commentary by one or more authors.
Macro Influencer
500K - 1M followers
Mid Tier Influencers
50K - 500K followers
Career Growth (Employee Advocacy Benefits for the Employee )
86% of employee advocates say being involved in social media has positively impacted their career
Blog post conclusion
Bring the readers full circle and summarize the main points and key takeaways Tie the closing statement back to the intro. Include a call to action link
Outline the Campaign Parameters (BEFORE LAUNCHING A SOCIAL MEDIA MARKETING CAMPAIGN)
Campaign ___________ may include things like; contest submission instructions, hashtag use, use of personal data, contest guidelines, winner selection
Develop the Campaign Assets and Content Calendar (BEFORE LAUNCHING A SOCIAL MEDIA MARKETING CAMPAIGN)
Choose hashtags, color scheme, header images, social media posts, post images, videos, web page images and more. design social Media posts, header images, post images, videos, web page images, and all of the assets needed to promote the campaign
Covid 19's Impact on Consumers and Businesses
Consumers were forced to change their behavior Business Models land Operations Changed Accelerated the digital transformation of businesses and industries
1. Set Goals (How to Get Started with Blogs)
Could include metrics on : -Number of visitors -Website traffic -Social shares -Engagements (likes, comments, shares) -The quantity of blog posts produced -Number of blog or email subscribers -Clicks or click through rate -Leads
Authenticity
Good influencers genuinely believe in the brand that they promote and what it stands for
Proofread & Publish Blogs
Have different writers or editors to _________ all blog posts before they are __________. Use Hubspot's copywriting and ______________ checklist
Optimize Blogs for SEO:
Huge component of the blog's success on search engines -Include keywords -Name image with keywords and include a brief description -Include three or more hyperlinks to external websites within the blog. -Give readers an option to subscribe to your blog and share posts on social media through social sharing buttons.
Choose Incentives (BEFORE LAUNCHING A SOCIAL MEDIA MARKETING CAMPAIGN)
In order to encourage user participation in the campaign, ___________ should be provided
Formating the Blog
Include a publishing date Include header and inline images Organize with sections, bold text, bullet points, lists, tips, images, blog quotes. Do you think these images help to convey what the blog post is going to be about?
3. Create a Blog Site (How to Get Started with Blogs)
Includes: -Third party website or embedded within company website -Consistent branding and color schemes. -An about page -Content categories -Blog authors, popular posts, related posts or archived posts. -A blog post template -A search function -Social sharing buttons -Comment feature -A subscribe button
Business Drivers for Employee Advocacy Programs
Increase reach of our messages in social networks (54%) Drive increased understanding and brand health of our organization (47%) Engage employees more deeply in our company mission and their work (43%) Provide our customers better experience with our brand (43%) Increase likes and comments (38%) Increase direct revenue/sales (38%) Humanize our brand (37%) Improve ability to attract top employee candidates "recruiting" (35%) Reduce the cost of paid social advertising (32%) Drive recommendations for our brand (30%) it was happening organically anyway we wanted to expand and manage it (29%) To create new branded content using employees (28%) Provide customers with support have employees answer questions (27%)
Blog Post Title:
Should convey what the article is going to be about. Must be catchy, and engaging, pulling the reader to learn more. Use words the audiences use. Contain power and emotion words like Ask questions, use numbers and facts: Include keywords Short and to the point: 70 characters
Network Growth (Employee Advocacy Benefits for the Employee )
On LinkedIn, people who share content regularly grow their networks four times faster than those who do not . Employees who participate in employee advocacy programs also report increased profile views Employees are also able to better connect with colleagues at work through employee advocacy
WHERE TO PROMOTE BLOGS, VLOGS, PODCASTS AND WEBINARS
Promote via all marketing channels: -Social media -Email -Advertising -Paid Social Media -Press Releases -Employee outreach -Web ads -Company web pages -Google AdWords
Sparkling Ice (Social Media Campaign Success Stories)
Rallied fans to compete against each other for the title of "Biggest Flavor Fan" winning a picture of his or her face on a bottle and a year's worth of __________ ________ all participants had to do was share brand related content using a branded hashtag on social media to earn points
Set Up Listening Streams (BEFORE LAUNCHING A SOCIAL MEDIA MARKETING CAMPAIGN)
Set up _____________ _____________ to track the campaign hashtag, or mentions of the brand/ promotion in order to monitor submissions and engage with followers.
Thought Leaders (Employee Advocacy Benefits for the Employee )
Sharing industry related content on social media can help employees be seen as true thought leaders and experts in their field. employees are also able to use employee advocacy to stay up to date on the latest industry trends and topics
Choose a timeline (BEFORE LAUNCHING A SOCIAL MEDIA MARKETING CAMPAIGN)
Start date, end date and calendar with all of the tactics to be used throughout the campaign.
CREATING A SOCIAL MEDIA INFLUENCER MARKETING STRATEGY
Step 1: Establish Goals; should be tied to the objectives set for your social media marketing strategies Step 2: Determine who you are trying to influence and the channels they interact with; identify channels most important to target market and engagement on each channel Step 3: Identify influencers that your target market will trust; Target audience must trust and respect the opinion of the influencers for success Step 4: Before reaching out to potential influencer, monitor what he or she is saying; decide how to best engage with him or her; Start engaging on social media to develop a relationship before reaching out directly Step 5: Reach out to discuss a potential partnership; influencers derive value from partnering with brands: companies need to define specific benefits for influencers Step 6: Incorporate influencer marketing into your social media strategy; Utilize influencers' reach as they interact with your brand Step 7: Reporting and analytics; it's important to measure both quantitative and qualitative results
Influencer Marketing Tools
_________ like Onalytica, Followerwonk, Buzzsumo, IndiaHash, Traackr, Klout,and Hootsuite can help companies discover and map the influencers that are most influential, listen to what influencers are saying, interact with and develop relationships with influencer targets and provide detailed reporting and ROI.
Vlogs (video blogs)
a blog in video format. It involves a vlogger or video blogger, taking to the camera in first person sharing their everyday activities in a more personal way over a traditional blog. ___________ were propelled forward with the launch of YouTube in 2005.
Greater Reach (Employee Advocacy Business Benefits )
The average company's employees have 10X as many connections as a company has followers. Increased Brand Engagement Employees get 2x higher click-through rates from their shares compared to company shares of the same content Brand messages get re-shared 24x more frequently when shared by employees vs the brand
Choose a Campaign Idea Theme and Type (BEFORE LAUNCHING A SOCIAL MEDIA MARKETING CAMPAIGN)
The most successful __________ are simple, customer-centric, emotionally engaging and encourage social media users to interact directly with the brand the type of ________ that is selected should be tied to the overall goals of the campaign
Blog Main Body
The why and how of the problem presented in the intro. Present the problem in more detail with why the problem is so difficult to solve. Tell a story Include statistics Provide core points through a solution to the problem.
Trust in Employees as Thought Leaders (Employee Advocacy Business Benefits )
Using employees as advocates can demonstrate to customers that the company employs intelligent employees who are knowledgeable about the industry and are ready and able to answer customer questions at any time.
Select Social Networks (BEFORE LAUNCHING A SOCIAL MEDIA MARKETING CAMPAIGN)
Where will the campaign run? Think of the target market and where they are most active.
catchy
Write _________ blog titles to get way more traffic
Podcasts
are the audio versions of vlogs, involving recorded audio, but not recorded video. The recorded audio files are streamed online or on a mobile device and can be downloaded for offline listening. Are on a variety of themes and topics are available.
INFLUENCER MARKETING STATISTICS
influencer marketing content delivers 11x higher ROI that traditional forms of digital marketing 54% of female consumers purchased a product after seeing it recommended by an influencer, and 45 percent have followed a brand directly from an influencers post Brands make $6.50 for every $1 spent on influencer marketing Today influencer marketing is the fastest growing method to attract new customers 70% of teenager Youtube subscribers trust influencers' opinions over traditional celebrities 86% of the most-viewed beauty videos on YouTube were made by influencers, compared to 14% by beauty brands 71% of consumers are more likely to make a purchase based on a social media reference
Activity
influencer must be active on social media, publishing content daily or weekly
Integrated Marketing Communications (IMC)
involves integrating the promotional tools in the marketing mix around a single themed idea or campaign results in a synergistic effect ensuring that all promotional elements are carefully lined together
social media marketing campaign
is a coordinated social media marketing effort to communicate with a target audience to achieve a marketing or business goal. Built on big ideas that persuade action among followers Promote a product or service, an event, a company milestone, build brand awareness, or create a community of brand advocates. Have a specific start and end date 58.8 percent of people follow a brand on social media profile looking for deals and promotions; 42.2 percent follow for incentives
Webinar
is a live web-based video or telephone conference that uses the internet to connect the individual or brand hosting the webinar to an audience of listeners or viewers. 95% of marketers see __________ as vital to their marketing strategies
Employee Advocacy
is defined as the promotion of a company or brand by employees who share information about their company's brand, product, or services on their social media networks.
Adobe stock (Social Media Campaign Success Stories)
launched a campaign called Glowing Glowing Gone to save the coral reefs the campaign started with a challenge to brands, groups and individuals to create their own designs using the new glowing colors and to share them on social media using #glowinggone to inspire others and raise awareness for ocean conservation
Air Asia (Social Media Campaign Success Stories)
launched a unique social media contest where the winner would get to fly in an Air Asia Airbus with 302 of his/her friends
Starbucks (Social Media Campaign Success Stories)
launched its white cup contest for which it invited customers to decorate a starbucks cup with customized art, take a photo of it, and post the photo on social media using the hashtag #whitecupcontest the winning design would be printed on a limited edition reusable cup
Credibility
level of trust given by followers based on perceived knowledge or expertise on influencers _____________ is considered more important than reach