MKT 3440 Exam #1 Review

Social media marketing planning cycle

social listening: identifies and collects information shared on social media sites, the information collected (Situation Analysis) is analyzed for insights to inform strategic marketing decisions. listening is proactive. setting goals: specifying the objectives of the campaign - increasing brand awareness, increasing customer satisfaction, driving word-of-mouth recommendations, etc. identifying the target audience (market): potential customers & advocates create an experience strategy: where the target audience resides and designing appropriate content and campaigns implementing: through well-defined tactics monitoring: monitoring is reactive tuning: tuning and improving the elements of the plan

SMART Objectives

specific, measurable, action-oriented, realistic, and time-lined

Global Perspective

Depending on their culture as well as personal preferences, different people have varying standards of contact Expressions, proverbs, or folksy sayings that are clichés to a domestic audience may be unfamiliar to an international one To avoid confusion, it is best to make messages polite, concise, and direct Achieving familiarity with online translation will broaden the audience with whom a social media marketer can interact

1. Which group on the Social Technographics Ladder is identified as those that subscribe to RSS feeds?​ a. Collectors b. Critics c. Creators d. Spectators e. ​Joiners

a. Collectors

Brands can use personas too to create their social identity!

Brand Personification Characters with unique personas allow the public to identify with a brand and its offerings in a way no other tactic can, helping to establish relationships with consumers that wouldn't otherwise be possible. And brand personality makes it that much easier to tell a story through your brand.

Case Study: Dell

"Dell Lies, Dell Sucks." the beginning of "Dell Hell." In response to a poor Dell customer service experience, a blogger who gained a following, challenged Dell to "read blogs, write blogs, ask customers for guidance, and join the conversation." And Dell did. By training its employees in how to listen and engage consumers on the social web. EmployeeStorm - An innovative forum where the employees can communicate their suggestions and discuss and vote on major topics via social site such a DIGG Chatter - Provides the enterprise social collaboration technology to help Dell employees and teams collaborate. In 2006, Dell launched a companywide social media marketing campaign to engage customers, improve customer service, and turn round its badly damaged reputation By mid-2009 Dell had sold more than $3 million in PCs and accessories through Twitter In 2005 Dell had a 49% negative blog post ratio, whereas, since then it has gone down to 22% Direct2Dell blog - 5million unique views per month Over 700 product suggestions & ideas posted As a result, the company now has a strong relationship with the social media world, and has fostered a great deal of goodwill among its customer base. 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."

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

And it is also about network sharing

- one to one - one to many - many to many

Social Media Marketing has 3 important aspects:

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

The 7 Myths of Social Media Marketing

1. Social Media is just a fad 2. Social media is just for the young 3. There is no return in social media marketing 4. Social media marketing isn't right for this business 5. Social media marketing is new 6. Social media marketing 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 your 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

Listen and Observe: 5 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 5. listen to different social media channels

Define a Target (Market) Audience & Buyer Persona

A target audience (market) is a group of consumers a company has decided to organize its marketing strategies to reach with their message Marketers use these bases of segmentation to construct buyer personas Personas are fictional or generalized representation of your ideal customers It's important to define personas - Marketers are better able to identify, understand, acquire, engage, and retain the target audience. Each persona will have a different set of interests, needs, and communication styles

Where do the actual objectives come from?

After reviewing numerous conceptual frameworks AMEC - International Communications Association The Valid Metrics Framework "How to Measure Social Media Using the AMEC Valid Metrics Framework" - Chapter 13

Key considerations when selecting the best Social Media Channels

Along with the profiling the target audience the planners must also select the best Social Media Channels and Vehicles (social media footprint) For example - Jenn (Jennifer Jacqes) is the first female editor in the entire industry for bearing arms, a second amendment news site

Where Is the Audience Participating Online?

Are there niche online groups that the target audience is part of? What blogs do they read? Who are the influential bloggers? Who is influential on Twitter? Who are the community leaders? Are they members of organizations? What social news sites are they a part of? Social media marketing depends on building relationships and connections with the target group online, and so understanding where its members are online is vital to success.

Rule #3: Assume People Don't Care About The Product

Assume that most people on social media sites do not care at all about the product being marketed They care about saving money or solving a specific problem Consider: what is in it for them? Why would they care? If the approach is too forward, others will perceive it as a sales pitch, and it may taint their perception of the information provided

Why does this matter to a business?

Because a business can either be a part of the conversation or not If not, the conversation will happen for them, for better or worse A company is defined not only by what it says about itself, but also about what others say about them

Self-Promotion vs. Building am Army of Advocates

Benefits of "brand advocates" over self-promotion: Brand advocates will talk to their friends They produce natural positive recommendations from people who never need to be compensated These relationships pay dividends of goodwill and increased sales well into the future Having honest, regular people who are not employed by the company defend the brand can improve bad situations Ex: Kryptonite Boke Lock Fiasco In 2004, an online video demonstrated how to defeat a $50 Kryptonite lock using a Bic pen Five business days after the first forum post, Kryptonite announced a lock exchange program with existing customers in order to fix the lock's vulnerability The firm's actions were featured in a prominent book as a prominent example of what not to do in the face of a crisis Kryptonite is still followed by negative publicity from the "Bic-picking" scandal

Social presence: Brands as relationship nodes

Brands create a brand profile within selected social networking communities. In this way, the brand acts as a node in the network's social graph. The fan base (friends/followers) is an indicator of the brand's success in establishing a known presence within a community.

Rule #6: Be transparent

Businesses have to be more transparent in their interactions Consumers can talk to each other and read about each other's experiences Consumer reviews will inevitably highlight issues or problems Be prepared to address problems in an open and honest manner

The 8 C's of Strategy Development

Categorize social media platforms by target market relevancy Comprehend the rules of the road on the platform by listening and learning how to behave, successfully spark conversation, and engage and energize the participants Converse by acknowledging and responding to other users of the platform, always remembering to be a contributor, not a promoter Collaborate with platform members as a means of establishing a mutually beneficial relationship with the platform participants Contribute content to build reputation and become a valued member, helping to improve the community. For example - Home Depot YouTube channel Connect with the influencers so that you can enlist them to help shape opinions about your product or service Community participation (and creation) can elicit valuable consumer suggestions for improving products and innovative suggestions for new products or service Convert strategy execution into desired outcomes such as brand building, increasing customer satisfaction, driving word-of-mouth recommendations, producing new product ideas, generating leads, handling crisis reputation management, integrating social media marketing with PR and advertising, and increasing search engine ranking and site traffic

Rule #2: Don't Be A Dirty Spammer

Don't send people in a network unwanted messages without their permission Give the audience the chance to opt out and don't mass-message people without their permission Sending unsolicited mass messages is a quick way to lose trust and annoy the audience Don't send mass communications unless it is an urgently important issue or a person has opted in to receive group messages

Developing Specificity within Personas

Envision a general persona as a target, filled with concentric rings Increase the specificity of the persona by adding traits that would influence the response to the product Consider the different needs of these subsets to develop a much more specific and persuasive message for those groups Stop specifying when the cost of finding information about a new subset within a persona is greater than the benefit to be gained by marketing uniquely to that subset.

Segmentation Bases

Geographic Dividing the market based on the location - zipcode, city, state, country, continent Geofencing - virtual line around a defined geographic space, as people with a geolocation mobile app enter a defined area, they can be targeted with ads or offers. Geotargeting- similar to geofencing but the geographic parameters are more general Beaconing - has a very small range and is best for targeting locations within a store. Demographic Age, income, gender, ethnic background, family life cycle & occupation (page 41) Psychographic Based on personality, motivation, motives, lifestyles, and attitudes and opinions. Provide richest picture of a consumer segment in that the descriptions of psychographic segments help marketers to know the real person making the consumption decisions. Benefit Segmentation Based on the benefits they seek from the products available in the market. For Example- in the auto industry people who buy hybrids and electric cars look for different benefits than those who buy muscle cars or SUVs. Behavioral segmentation Divides consumers based on their actions Variables include - product research sources, the nature of the purchase, brand loyalty, usage level, frequency of purchase, distribution channel. For social media we need to take one step further - here are the variables that we need to use to form social profiles and Social Technographics how much time prospective customers spend online and on social media what activities they participate in on social media (social technographics) which social networks do they use & the devices they use to access social media

What are the 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

What does the target audience talk about (social content consumption)?

Identifying what the target audience wants to talk about is crucial in order to devise content that its members will respond to. In order to develop relationships with the customer community, it is necessary to fit in with the conversations and to sound "natural." Building common ground with the audience members by sounding like one of them is a solid strategy when crafting marketing messages.

Making Ethical Decisions

In a situation in which ethical standards could possibly be breached, it is best to err on the side of caution and avoid a potentially unethical action. Even if questionable decisions seem like the only option, it is better to spend time doing more research and use creativity to solve the problem instead. It is better to learn through trial and experience rather than cut a career short by using unethical practices.

Linking Goals with a CTA

In order to measure success, you need to clearly define what someone's desired action would be There may be different calls to action for each aspect of a social media strategy There may be a series of calls to action that increase the engagement level with the consumer Your call to action should flow naturally from your marketing goals Getting to the sale is the final step in a chain of actions

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

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 part of marketing, there is no denying the value of a strong business or product presence in search results

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 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 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 - 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

Permission vs. Interruption Marketing

Interruption Marketing: Purchased right Focused on selling a product Creates a persuasive case for purchase Continued advertising implies quality and profitability of product Permission Marketing: Attention earned Adds value to consumers' lives Passion and compelling personalities People choose to be engaged with brands resulting in ROI

"Participatory Marketing - Crash the Super bowl"

It started in September 2006 when Frito-Lay decided that its popular Doritos brand would not air the standard agency-made ads during the next Super Bowl. Instead the brand launched "Crash the Super Bowl," a contest that invited civilians to create and upload their own Doritos ads. The winners—determined by online voting—would air during the Super Bowl and winning entrants stood to win big money ($25,000 each for finalists, and five- and six-figure bonuses if an ad landed in the Top 3 on the USA Today Ad Meter). At the time, consumer-generated advertising was all the rage among marketers, but was most often an ill-considered me-too move. Doritos' "Crash the Super Bowl" has been a more concerted initiative and part of a broader consumer-inclusive approach on the part of the brand. 1. Trust the Consumer "When you give the freedom to the audience, when they love something, they will take care of it better than someone you actually pay. This is their brand. They're not going to tarnish it." 2. Grow with your Market "This generation isn't just looking for brands they can buy, they're looking for brands they can buy into, brands that stand for their ideals. Millennials are looking to find their voice. They want to be heard." 3. This Is All Part of a Broader Strategy, Not the Strategy Itself. While other companies may create a consumer-generated ad here or there, Doritos incorporates the consumer into their marketing year-round. "Anything user-generated should be part of a broader strategy, not just a tactic," Mukherjee says. "The Doritos brand has always been about the consumer. We're always looking for ways to showcase the consumer. 4. Don't Forget About Ad Agencies "The agencies are still important, but now their role has shifted from creating the content to facilitating the content. For example, she uses Doritos agency Goodby Silverstein & Partners to design the campaign to appeal to users to generate the content and enter the contest. But Mukherjee cautions that the agencies need to "Get outside of the control silos they have put up. They no longer have a monopoly on great advertising ideas." 5. Consumers Become Ambassadors "The Super Bowl is the climax of this story; the story starts in September when we put the call out for submissions," Mukherjee says. From that point on Doritos tracks three communities: the makers (who enter the contest), the lovers (who create buzz and follow the contest), and the watchers (who watch the ads and vote in the contest). Once the finalists are announced, they become ambassadors for Doritos.

Real-time marketing

Its kind of like social media conversation on the fly! Brands post messages that resonate with the moment, whether that moment is planned or spontaneous. Brands can provoke conversation in social networks! These messages have a short life span During the 2013 Superbowl, game play halted during an unexpected Power outage ! Oreos digital agency responded fast, tweeting a picture with a caption - Even though Oreo had no paid advertising during the broadcast, it was able to leverage the experience in real time to share its brand message. Heinz ketchup used its social media fan base to hijack Super Bowl advertising - garnering engagement while eschewing $5million ad placements during the big game. A few days before the game day, Heinz launched a campaign with a hashtag #SMUNDAY to petition for the Monday after the Super Bowl to be made a national holiday! The petition pointed out that on average 16 million people call in sick for work on the Monday after the Super Bowl. OBVIOUSLY, IT GAINED THEM A LOT OF ATTENTION USUALLY An RTM message is sometimes even shorter than the typical 30-second advert! But it works because of its timeliness and relevance !!

Rule #7: Talk about the topic

Join the discussion, but make sure to focus on what the conversation is about, not just do self-promotion Being overly self-centered is a quick way to be ignored at social gatherings, both in real life and online Don't hijack conversations and try to shift them to other purposes

Profile the Target Audience of Social Consumers

Key considerations when developing social media profile of a target audience: The target market will have to be defined in the brand's marketing plan in terms of demographics, geographics, psychographics, and product usage characteristics. The target audience's social profile will take this understanding of the market one step further. It will include the market's social activities and styles Their level of social media participation The channels they utilize The communities in which they are active And, their behavior in social communities How do they use social media? How do they interact with the other brands? Which devices they use to do so?

Determining Strategies

Key considerations when setting social media marketing strategies: What are your overall goals? What was learned from listening? How do people feel about a company, product, service, person, or issue? How are competitors using social media platforms? Which media platforms appear to be the most viable in order to achieve social media marketing goals? Where does a company's target audience hang out, and what do they do there? How can this information be used to identify strategic opportunities? What best practices can be applied? Goals may change . . . be flexible Some more considerations when setting social media marketing strategies: What are the campaign goals and/or communications tasks? How is the brand positioned? What is unique and specific about it in the marketplace? Is there another group of people who can persuade the target audience to follow themWhat are the existing creative assets? How can the brand's creative assets foster a social experience? Make - up Industry How can we integrate with other branded media being used by the organization? What experiences are possible given target market needs and motives, the available channels, and the creative assets? What content will be needed? How will experience engagement be extended and shared throughout the social channels?

Finding a Way Through Social Media

Lots of businesses are "doing" social media marketing Seek an efficient and effective path Avoid random direction approaches Apply a decisive strategy for success

Rule #5: Provide Context When Seeking Connections

Many social networks are intended for connecting with people already known Having a tactful way to add new connections that may rarely or never be seen in person is extremely important Providing context is simple and just requires a quick note Adding a brief note for context will lead to higher acceptance rates on connection requests

Define a Target (Market) Audience

Marketers target specific segments whose needs they believe the brand is capable of satisfying in exchange for meeting organizational objectives. Market segmentation is the process of dividing the market into distinct groups that have common needs and characteristics. Geographic Demographic Psychographics Benefits sought & behavioral Strategies to segment the market One product one market - https://tealfeed.com/rolex-doesnt-just-show-time-teaches-cbe96 One product multiple markets Multiple products multiple markets Mass Customization

Principles for Success

PARC principles for success: Participatory - interact with the community, answer questions, and thank those who respond Authentic - people do business with others they know, like, and trust Resourceful - present useful and relevant content or helpful information Credible - building a reputation for knowledge and expertise in the field, and building a brand's trustworthiness

Types of Social Media

Paid Media: Traditional advertising - print, television, radio, display, direct mail, paid search, retail/channel Owned Media: Corporate website, campaign microsite, blog, brand community, Facebook fan page, mobile, etc. Earned Media: Word of mouth, Facebook comments, Twitter (@mentions, @replies), Vine, Blogs, forums, review sites

Initial Entry Strategy: Passive vs. Active

Passive Strategy: Search out mentions, handles of your business, its competitors, and the category or industry; listen to what people are saying; and respond to start a conversation. Active Strategy: Create and build social media profiles, connecting with key influencers; and engage by starting or participating in conversations.

Rules #4: Have a personality

People connect with other people on a deeper level than they can connect with a brand Sharing some personality helps build common ground and trust It is a bad idea to get excessively personal or share intimate details Always try to inject some personality into social media marketing and keep a sense of humor about the process Wendy's, Chick-fil-A, Nike, Starbucks, Taco Bell, Doritos, Dove, Chobani Always Coca-Cola Old spice

Rule #8: Social media profiles are not billboards

People do NOT create social media profiles for marketers to use Don't use other people's social media profiles or websites as a way to promote a message Generate original content and use that to get the message out instead of posting unwanted messages on others' sites

Rule #9: Be nice

Politeness costs nothing, but it can make a huge difference in the responses that a social media marketing campaign receives Look for opportunities to publicly or privately thank people who help out or make positive comments about the product Look for opportunities to give back to other people in the same social community

Social media marketing applications

SMM has many marketing applications such as: SM can be a delivery tool to build buzz and word of mouth communications. It can effectively deliver coupons and other special promotional offers. Social platforms can be the primary venue for the execution of contests and sweepstakes. They can collect data to build databases and to generate sales leads. Can also serve as efficient channels to manage customer service relationships And to conduct research for new product development. Not to mention, social media are relatively inexpensive ways to increase reach and frequency of messages that are otherwise delivered via more traditional, big media methods.

The Marketing plan outline

Set marketing objectives Perform the Situation Analysis: Assessment of internal and external environment, SWOT Develop marketing strategies - select target markets & positioning - product strategies - pricing strategies - promotional strategies - place strategies Implement & Control marketing plan - action plans (for all marketing mix elements) - responsibility - time line - budget - measurement & control

TESLA- Case Study

So what had led to Tesla's success on social media ? Elon Musk may be one of the hottest CEOs right now, with Tesla, SpaceX, The Boring Company, OpenAi he has his fair share of experience with marketing. This video tries to explain Tesla's newly revealed $0 social marketing budget! They spend nothing on Facebook, Instagram, Twitter and even youtube. Their whole goal is to create enough media interest that they provide all the advertising required.

Social Footprints

Social footprint is the mark a person makes when he or she is present in a social media space As we visit websites and web communities, we leave a digital trail behind Creating your social brand Your social brand in the Age of selfies Hashtag ? Word or phrase comprised of letters, numbers, and /or emoji preceded by what was once referred to as the pound symbol (#) People use #me just as much! Your selfies are indicators of your social brand, one of the most active aspects of your identity because you are in control

Personas + Social Exhaust = Social Identity

Social identity is part of our self-concept (a sense of who we are) that results from our perceived membership in a group Aspiration group Actual group Social identity can influence where, when, how, and what you contribute as a social media participant Marketers are interested in your social identity- along with other information useful for segmenting & targeting you! Where do they get this data from? Where do they get this data from? As you participate online, you leave behind residue, sometimes called social exhaust The residue becomes a source of big social data (BSD) Data generated from technology mediated social interactions and actions online, which can be collected and analyzed. Marketers assess this information, the portrait they paint of you is their view of your social identity Altimeter defines the marketer's view of social identity as "the information about an individual available on social media, including profile data and ongoing activity" Altimeter believes using social identity data helps brands to build richer customer profiles, efficiently use marketing budgets, and engage across channels Identify prospects at all points in the purchase funnel Nurture leads Tailor recommendations. Follow up customers to retain attention Reward loyalty

Social Media

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 Social network: a single social media site like Facebook, YouTube, etc. Social Utility (Facebook): that offers synchronous interactions (which occur in real time, such as when you text back and forth with a friend) and asynchronous interactions, content sharing of images, videos, music, games, etc.

What is Social Media Marketing?

Social media marketing (SMM) uses social media portals to positively influence consumers toward a website, company, brand, product, service, or a person. Typically, the end goal of social media marketing is a "conversion", such as the purchase of a product, subscription to a newsletter, registration in an online community, or some other desirable consumer action. Bring more traffic or eye balls to view your content Generate leads Convert leads to real sales

Types of engagement

Social publishing: editorial commercial user-generated Social entertainment: games music art Social Commerce: CRM/Service Retailing/Sales Human Resources Social Community: Sharing Socializing Conversing

Example of Persona Development: Finding the Optimal Target Audience

Suppose a company is selling online security tools designed to protect user privacy. Consider five buyer personas: Top executives or managers of companies (CEO) Beginning Internet users just starting out (new) High school/college-aged Internet users who spend large amounts of time on the web (student) Young professionals in tech-driven industries (yuppie) Middle-aged to senior citizens who are less familiar with the Internet (older)

Pepsi's Transition from Interruption to Permission Marketing

The Choice: Pepsi opted out of advertising during the 2009 Super Bowl in favor of spending its money on social media marketing. The Reasoning: Increased market saturation on social media, broad audience influence, and attention as a creator of social media through Pepsi Refresh Project. The Result: the gain from social media marketing that year outweighed the benefit of Super Bowl ads. Future Benefit: dividends of goodwill from charitable efforts.

The Social Technographics Profile

The Social Technographics Profile consists of the following personas: Creators Conversationalists Critics Collectors Joiners Spectators Inactives

Social media is about people having conversations online

The conversations are powered by: - blogs - microblogs - online chat - RSS - widgets - social networks - social bookmarks - message boards - podcasts - video sharing sites - photo sharing sites - virtual worlds - wikis

Strategic Planning

The process of identifying objectives to accomplish, deciding how to accomplish those objectives with specific strategies and tactics, implementing the actions that make the plan come to life, and measuring how well the plan met the objectives The process is three tiered, beginning at the: - corporate level -strategic business unit level - functional level (marketing plan) Marketing Plan: It is a written, formalized plan that details the product, pricing, distribution, and promotional strategies that will enable the brand to accomplish specific marketing objectives

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 to streamline social media efforts 3. use mobile devices to boost efficiency

Determining the Optimal Target Audience

Three sets of personas exist in the overall market: Personas with a need that the product being marketed satisfies Personas with enough money to purchase the product Personas generally interested in receiving information about new products Where all three attributes overlap makes up the optimal target audience.

The Persona Development Cycle

Three-Step Persona Development Cycle, which was created by Michelle Golden Identify Persona Roles, listing all relevant personas by role List Needs and Situational Triggers from personas' perspectives, defining concerns, symptoms, and problems Create Messaging Objectives suited to each persona's needs that you have the expertise to address (and note those that you don't) Zip - Car Discussion What is the concept behind Zip-Car ? Who are their Target Markets? Define the target markets in terms of their demographics, Psychographics etc. Develop their personas

Why social media marketing is different

Traditional Approach: - controls content seen by audience - domineering approach - vertical engagement: one-directional Social Media Approach: - emphasizes audience contribution - discussion approach - vertical engagement: two-directional 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

Rules of Engagement

Use Social Media Channels As Intended Don't Be A Dirty Spammer Direct marketing using email address from your LinkedIn network ? No Blanket emails or mass messaging Assume People Don't Care About The Product Messages should not sound like a sales pitch Have A Personality Bureaucratic tone not appealing Induce a sense of humor Provide context when seeking connections Adding a brief note for context Be Transparent Do not ignore consumer reviews with issues. Acknowledge them. Talk About The Topic Do not interrupt or hijack ongoing conversations with your marketing message Social Media Profiles Are Not Billboards No unwanted graffiti on someone's beloved blog

Rule #1: Use Social Media Channels As Intended

Use all social media channels and their different communication methods as intended Be aware of how the community is using channels and stay within the existing norms of communication Use some common sense about the channel's intended use, and keep usage within these standards Failing to follow site-specific conventions is one of the quickest ways to get unfollowed or called out on social media sites Facebook From a social media marketing perspective, Facebook is the most important channel for both B2C (68%) and B2B (48%) marketers. Video content works best on Facebook - organic engagement is highest on video posts. Since the onset of the COVID-19 pandemic, Live Video and Stories are also gaining popularity, as are Facebook Groups. As always, the key is to produce quality content that encourages interaction from users. Pro Tip: Data from Tubular Insights showed that the top-performing videos were either in square or vertical format because they take up more of the screen 'real-estate' compared to the widescreen format Instagram Instagram is a mobile visual app, so it's important to post high-quality photos and videos that showcase your or your client's brand in the best possible way (user- generated content can be a great way to do this!) Don't forget to use hashtags in your captions either, as these also increase reach and generate engagement. Both short and long-form videos perform brilliantly on Instagram. Stories are the most popular type of content on the channel, but Instagram Reels are also catching up, so make sure you capitalize on that trend Twitter Content on Twitter is slightly different. Unlike other channels, Twitter limits each tweet to 280 characters, so your message has to be on-point. But it's not only a text-based platform. You'll see GIFs widely used along with images and videos to capture user attention in the fast-paced News Feed. Twitter is ideal for sharing thoughts, asking questions, creating polls and promoting events and web content Pinterest Over 250 million people use Pinterest each month for inspiration - whether that's a new hobby or a new look. And 78% of those say content from brands is useful. 1.5 million businesses now use the visual marketing channel to promote their products and services with Pins. Each Pin includes an image, infographic, or video, and a link back to the source, which makes it a great channel to drive traffic to your website. Pins also stick around longer. Whereas Tweets have a lifespan of 15-20 minutes, a Pin can last up to 4 months. The best-performing pins are typically tall vertical images (2:3 aspect ratio) rather than the landscape (16:9) or square formats you find on other channels

Mini-case study: Mantraband's approach to social commerce

Uses Shopify to enable purchases from within its Facebook page (i.e., social storefront) Uses Yotpo app to manage request for customer reviews including mobile functionality and auto-posting to social network sites Curates organic UGC content from multiple sites

Determining the brand's social media character - By Brian Solis, author of Engage!

What are the brand's core values? What social objects illustrate the values? What has the brand promised? What are the aspirational attributes? What traits are associated with the brand? What opportunities exist? What stories bring the brand to life?

Buyer Persona

What is buyer persona in social media? Social media personas are fictional representations of your ideal customers. Taking into account factors such as demographics, desires and pain points, personas paint a picture of the individuals you're trying to sell to. In other words, a profile of your perfect customer Age Location Language spending power and patterns Interests Challenges Stage of life

Old spice: STP Case Study

What was Old Spice's challenge? Get away from their old school image Revamp their brand image and connect with the millennial segment in a market which was getting very crowded What factors may have influenced the Old Spice's target marketing decisions? Declining sales and brand image Which persona does the Old Spice spend the most social media marketing time and effort on? young women

Setting Goals

Without goals, it will be unclear in which direction to go or how to ultimately measure success. With a well-defined destination in mind, appropriate strategies can be designed to achieve these goals. As such, the process of setting goals and determining strategies is crucial for success in the field of social media marketing. Primary Goals & Objectives: Build brand awareness Build brand preference Driving sales Increasing customer loyalty Provide customer satisfaction Secondary Goals & Objectives: Driving word-of-mouth recommendations Producing new product ideas Crowd Funding Generating leads - email, ebooks, white papers & webinars Handling crisis-reputation management, or Integrating social media marketing with public relations and advertising Search Engine Optimization

Why should your marketing strategies include personas?

You'll Study the needs of your Target Markets well You'll See Your Product Through Customers' Eyes You'll Have Consistency Across All Efforts You'll Learn to Segment Your Campaigns You'll Create a Conversation

Which of the following is not one of the seven myths of SMM? a. SMM is too time-consuming. b. SMM isn't right for most businesses. c. There is no return on investment on SMM. d. Social media is just for the young. e. Social media is just a fad.

b. SMM isn't right for most businesses.

Which is a true statement?​ a. B2B firms cannot benefit from social media. b. Over half of world population has been penetrated by Social Media. c. Social media is only for certain companies and industries. d. Monitoring social media is an inefficient use of company time. e. Most people do not spend that much time using social media.

b. ​Over half of world population has been penetrated by Social Media.

Social media marketing ethics involve all of the following except:​ a. being active in addressing customer complaints. b. employing information gathering software on social profiles without any consent. c. telling the truth. d. taking responsibility for one's actions. e. showing respect for your audience.

b. ​employing information gathering software on social profiles without any consent.

Regarding SMM, which of the following is correct:​ a. "More is better". b. A large pool of potential customers is necessary. c. Messages are only useful if they reach the right people. d. The message can be delivered at any time. e. The message can be delivered in any format.​​

c. Messages are only useful if they reach the right people.

Which if the following is NOT an example of permission marketing? a. Signing up for an email newsletter. b. Becoming a fan of a Facebook page. c. Viewing an online ad on a mobile phone. d. ​Subscribing to a company's YouTube account. e. Responding to someone on Twitter.

c. Viewing an online ad on a mobile phone.

Social media marketing is a form of what type of marketing? a. ​Social networking b. Online advertising c. Word of mouth d. ​Paid search e. Direct mail

c. Word of mouth

The optimal target audience is the persona:​ a. With enough money. b. With the need that the product can satisfy. c. With the interest in learning about new products. d. all of the above. e. only A and B are correct.​​

d. all of the above.

The passive engagement strategy focuses on​: a. collecting and sharing content. b. ​engaging with your audience. c. creating content. d. listening. e. setting up social media profiles.

d. listening.

The key considerations when setting social media marketing strategies is (are): a. Campaign goals. b. Target audience. c. Is there another group of people who can persuade the target audience to follow them? d. What content will be needed? e. All of the above.

e. All of the above.

What can be learned from listening includes all EXCEPT: a. ​How people feel about a company product, service, person or issue. b. Which media platforms appear to be the most viable in order to achieve SMM goals. c. How competitors are using social media platforms? d. None of the above e. All of the above.

e. All of the above.

Which of the following can social media marketing be used for?​ a. Build buzz b. Deliver coupons and special offers c. Conduct contests and sweepstakes d. Can help manage customer service relationships efficiently​ e. ​All of the above

e. ​All of the above

Social Listening

example: conduct a situation analysis and identify key opportunities social media audit SWOT (strengths, weaknesses, opportunities, threats) Honda's SWOT

What is a social media marketing plan?

A social media marketing plan details an organization's social media goals and the actions necessary to achieve the goals that are set at the organizational level

Types of Social Entertainment

Social games, original digital video, branded content, social TV, social music

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