Social midterm
Nano-influencers
-1,000 to 10,000 followers. They tend to have high engagement rates due to their interaction with their followers. They have the highest engagement rate with their followers (8%) and are most likely to respond to direct messages.
The inbound marketing methodology (Figure 4.4) suggests that firms develop relationships with customers by implementing a set of three strategies
-Attract strangers to the brand -Engage them as prospects to turn them into customers -Delight them as customers so they then become promoters of the brand
A potential customer journey includes:
-Becoming aware of a problem or need -Looking for products or brands to consider as a solution for this problem or need -Making a purchase, which, in some models, may be called conversion or decision.
Using big data, marketers can engage in
-Behavioral targeting -Connection targeting -Interest targeting -Look-alike targeting -Custom targeting -Location targeting
Once personas and associated messaging objectives are complete, the social media 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
The Social Technographics Profile consists of these seven personas
-Creators -Conversationalists -Critics -Collectors -Joiners -Spectators -Inactives
Engage:
-Engaging strategies focus on developing better relationships with those customers who have shown interest in the brand. -Retargeting campaigns is one way firms can use social media remind a prospect of the brand, including the specific products they looked at while on the firm's website. Example: The social media team at Wendy's starts conversations with their followers
SMM Ethics
-Honesty -Privacy -Respect Responsibility
The basic rule of permission marketing is a blessing and a curse
-It requires earning attention from people who have a choice about whether to engage with the marketing campaign. -People tend to choose engagement with brands that are authentic and transparent, show care and empathy, respect consumers' time and opinions, and have a human presence online. Relying on this approach alone no longer works because there is also an interruption component of SMM in the form of sponsored and paid posts
•1997: SixDegrees.com launched
-Let users build profiles, display a list of friends and traverse these lists. Despite attracting millions of users, the site could not attract sufficient funding or advertising to sustain its business model and closed in 2000
: Responsibility
-Mistakes or errors will inevitably occur during an SMM campaign. •When a customer has a complaint, a technical problem arises, or some other crisis looms, there are three steps to take: §Acknowledge: Find out what the problem is and take responsibility for the situation. §Apologize: If someone is angry, first attempt to calm the person down. Apologize, and determine what would give the individual resolution. Act: Implement promised changes or make other restitution. Inform the complainant(s) and keep them updated until the complaint is resol
Key objectives of SMM include
-Provide customer service -Build brand awareness -Build brand preference -Drive direct leads or sales -Increase customer loyalty
•The SMART acronym represents a standard for judging the quality of goals and objectives at any level:
-S pecific -M easurable -A chievable -R ealistic -T ime delimited
strategic networks
-The "how" of learning -Planning and performing tasks. How we organize and express our ideas. Writing an essay or solving a math problem are strategic tasks. *Differentiate the ways that students can express what they know.
recognition networks
-The "what" of learning -How we gather facts and categorize what we see, hear, and read. Identifying letters, words, or an author's style are recognition tasks. *Present information and content in different ways
affective networks
-The "why" of learning -How learners get engaged and stay motivated. How they are challenged, excited, or interested. These are affective dimensions. *Stimulates interest and motivation for learning
What is targeting in SMM
-The right person to get -The right content -At the right place -In the right format -In the right language -On the right device
Attract
-When using attracting strategies, brands should provide content that prospective customers need and find valuable, such as videos that explain the benefits of the product or service. -By using organic posts and paid ads, brands can leverage social media to target prospective customers who are in the awareness stage of the customer journey. Example: Walmart's use of attracting strategies that focused on providing information to help customers solve a problem contributed to a 97% increase in online sales in the second quarter and required Walmart to increase their scheduling slots by 30% and hire more employees
THE EIGHT C'S OF STRATEGY DEVELOPMENT
1.Categorize social media platforms by target market relevancy. 2.Comprehend the rules of the road on the platform by listening and learning how to behave, successfully spark conversation, 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 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.
Listen and Observe: Five Stages
1.Listen to conversations about a brand or company. 2.Listen to what people say about the competitors. 3.Listen to what people say about the industry or category. 4.Listen for the tone of the community. Listen to different social media platforms and channels
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 Developing a Social Media Strategy
1.Start with a road map. That is your SMM plan. At a minimum, it should specify: a.Who your target audience is and the audience characteristics b.How you plan to interact with the audience c.How you will measure the success or failure of your activities d.How you will adjust to stay on track to meet your objectives Listen before you start interacting; you must listen strategically before you engage with your audience 3.Welcome audience participation, feedback, and collaboration, and use these conversations to locate and nurture brand advocates. 4.Be patient. Give it an adequate amount of time and resources to become successful. Be flexible. Social media itself is constantly evolving
Video sharing sites
: YouTube, Vimeo, TikTok
Rating/Review sites
Amazon ratings, Google My Business, Yelp
Social Media Advertising: Product
As the name suggests, a product ad is used for showcasing numerous products, as many as 10. It is also used for retargeting. When a visitor looks at products on a website, if the Facebook pixel is embedded in a website and the product feed is uploaded, a retargeting ad is served when the website visitor is on Facebook.
Personal broadcasting tools
Blogs, YouTube, Spotify, Twitch
Social Media Advertising: Carousel
Carousel ads allow the user to tell a brand story by including different images or videos, and many platforms allow a separate call to action (CTA) or link for each image or video. Each platform varies in the number of videos or images that can be added for a carousel ad, but the range is 6 to 10. Carousel ads include subcategories, such as product, panoramic, and process.
Location-based services
Check-ins, Nextdoor, Zomato, Yelp
Social Media Advertising: Collection
Collection ads are similar to product ads but are meant to give a more engaging experience to visitors and are viewed on mobile devices. Collection ads differ significantly across platforms. Collection ads are constantly evolving and typically serve as a gateway for social selling directly on the social media platform or via a link to the website
CPC
Cost-per-click or CPC can be seen in the acquisition and advertising reports and typically refers to people clicking through to your website from paid ads. This includes traffic from linked Google Ads accounts and campaign-tagged URLs where the medium is defined as 'cpc' or 'paid'.
Social bookmarking and news aggregation
Digg, Reddit, Twitter
Best Practices for Developing a Paid Social Strategy
Each social media platform has an ad manager feature that prompts the setting of an objective with the creation of an ad along with a budget Incorporate paid social and influencer relationships into the overall SMM strategy Use research for SMM plans Know your target market Have clear goals for your paid social strategy Integrate organic and paid social into your SMM strategy Monitor conversations about your brand Choose influencers carefully Commit to contributing resources Monitor social ROI and influencer ROI
Social networking sites
Facebook, LinkedIn, WhatsApp, Snapchat
Photo sharing sites
Flickr, Instagram, Pinterest
Behavioral Modeling
Google Analytics can use machine learning to provide estimated data if people choose to decline cookies on your website. To use behavioral modeling, consent mode needs to be configured to work with the cookie consent banner on your website
Group buying
Groupon, LivingSocial, RetailMeNot
The most dominant platform for B2B marketing is the professional networking site
Mega-influencer
Mega-influencers have more than 1 million followers, and many are celebrities in some capacity outside of social media. However, only big brands work with this type since the cost of a single post can be as high as $1 million
Virtual worlds
Minecraft, Roblox, Second Life
Widgets:
Profile badges, Like buttons
Social Media Advertising: Image
The emphasis on these posts is the image, which is why Facebook suggests that less than 20% of the content be text based on its research of ad performance
Social Media Advertising: Interactive
The name is a perfect description for this type of ad, which varies across platforms and evolves with technology. Chatbots, lenses, and polls are just a few examples of interactive ads used in stories, messaging, and user feeds. A 2021 Deloitte study found that interacting with AR products led to a 94% increase in conversion.
Social Media Advertising: Lead Form
The purpose of this ad type is similar to that of a website landing page. The goal of the ad is to generate a lead by promoting some form of content such as an eBook, white paper, or industry guide. When clicked, a landing form appears requesting information for the download... when submitted, the data may be integrated into the advertiser's customer relationship management (CRM) software.
Microblogging sites
Twitter, Tumblr, APSense
Collaboration tools
Wikipedia, Slack, Google, Flowdock
Publishing tools
WordPress, Canva, Wix, Grammarly
Acquisition
You can understand how people find your website using the Acquisition reports. The reports present data based on the source and medium of your users, along with other acquisition dimensions. There are dedicated reports for your paid traffic from Google Ads, organic traffic from Google (if you have linked your Google Search Console account), traffic from social networks and traffic from custom campaign tags.
earned media
a category of promotional tactic based on a public relations or publicity model that gets customers talking about products or services
paid media
a category of promotional tactic based on the traditional advertising model, whereby a brand pays for media space
owned media
a new category of promotional tactic based on brands becoming publishers of their own content in order to maximize the brands' value to customers
the five most critical KPIs for influencers are
conversions, referral traffic, reach and awareness, audience growth, and engagement
•The generic concepts of SMM are:
exposure Engagement influence impact advocacy
Micro-influencers
have 10,000 to 100,000 followers and are usually a specialist in their field. They are careful in developing relationships with brands as they are working to build their brand. Their followers view these influencers as being authentic. The engagement ROI on these posts tends to be higher than with macro- and mega-influencers
Macro-influencers
have between 100,000 and 1 million followers. These influencers are usually either a B-list celebrity or an expert in their field
Networking theory explains
how traditional word-of-mouth (WOM) marketing became eWOM marketing and therefore allowed for information to be transmitted rapidly on the Internet
Types of Media
paid, owned, earned
Components of Strategic Marketing
product, price, promotion, distribution the competitive, economic, political, legal and regulatory, technological, and socioculture forces that surround the customer and affect the marketing mix
brand=
promise
People spend time online for three basic reasons
to connect with people, to get information, or to be entertained
The History of SMM
•79% of adults in the United States have a profile on a social network. •See the timeline in Figure 1.8. -ARPANET -USENET -WELL -MySpace, Delicious, Second Life, Facebook -Flickr, YouTube -Twitter TikTok
Basic Rules of Engagement (Etiquette)
•Act as though you were in a person's home •Build rapport before making a request Don't drop in unannounced or "stalk"
What Is an SMM Plan?
•An SMM plan details an organization's social media goals and the actions necessary to achieve them. -Key among these actions is the understanding of 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
Several aspects distinguish SMM from traditional marketing
•Control (traditional) versus contributions (SMM) •Trust building; be earnest -Trust is slow to earn, but easy to lose. SMM is a unique combination of marketing creativity and technology
SMM Planning Cycle
•Listening •Setting goals •Defining strategies •Identifying the target audience (market) •Selecting tools •Selecting platforms and channels •Implementing •Monitoring Tuning
Delight
•Once a prospect becomes a customer, delighting them is a strategy that builds loyalty and can turn the customer into a promoter of the brand. -Using social media as a channel to provide customer service and support is one way to delight these customers. -Allowing customers to send direct messages to the social media team for assistance can make them feel important and valued. Example: Social media has evolved as an essential tool for customer service, with 42% of consumers stating they use social media for customer service problems and expect a response within 60 minutes
Best Practices for Social Media Platform Marketing
•Rule #1: Develop clear objectives. •Rule #2: Understand and monitor metrics. •Rule #3: Know the audience. •Rule #4: Communicate with your audience in the most appropriate way. •Rule #5: Keep search in mind.
Best Practices: Following the Rules of Engagement for SMM
•Rule #1: Use social media channels as intended. •Rule #2: Don't be a dirty spammer. •Rule #3: Have a personality. •Rule #4: Respond to negative posts. •Rule #5: Talk about the topic. Rule #6: Be strategic with the frequency of posts Rule #7: Be careful with using bots
What Is SMM
•Social media marketing (SMM) refers to the process of gaining website traffic or attention through social media sites: 1.Creating buzz or newsworthy events, videos, tweets, or blog entries that attract attention and have the potential to become viral in nature. 2.Building ways that enable fans of a brand or company to promote a message themselves in multiple online social media venues. 3.It is based around online conversations. 4.Social media is part of a larger media ecosystem of owned, paid, and earned media, which represents a way for marketers to leverage their own brand efforts.
Social Media Advertising: Boosted Posts
•Some social media platforms allow the advertiser to boost an organic post and turn it into a partially paid post. • For example, once an organic post is made, Facebook will often notify the account that the post can be boosted, which means that by paying, the post will show up in more newsfeeds. • The advertiser can use and create a Facebook Audience for serving the boosted post. Facebook Insights will then separate all the metrics by organic and boosted. By paying for this boost, the advertiser will often see that the organic post reach will increase since these are typically posts that people are more likely to share
Social Media Advertising: Video
•This ad type is offered on every social media platform. • Video ads provide a great deal of versatility and are used in other ad types such as carousel ads and interactive ads. • Many platforms offer creator studios in addition to help centers. Even when it's not mandatory, it is recommended to use these resources to ensure that the video specifications are correct for the best viewing experience. • Creating videos that appear authentic to the users of the platform can help with engagement and especially sharing.
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
