Social Media Marketing Ch.1-5 Terms

Steps in social media marketing planning

1. conduct a situation analysis 2. state objectives 3. gather target audience insight 4. select social zones and vehicles 5. create an experience strategy 6. establish an activation plan 7. execute and measure campaign

Marketing objectives and social media

1. increase awareness 2. influence desire 3. encourage trial 4. facilitate purchase 5. cement brand loyalty 6. recover from service failures

Where does smm planning fit?

Business plan>Marketing plan>IMC plan>Smm plan

Zone 4: Social Commerce

CRM/Service Retailing/Sales HR Channels: reviews and rates, deal sites, deal aggregators, social shopping markets, and social storefronts Facebook, LivingSocial, Groupon, Snipi, VideoGenie, TripAdvisor, Payvment

Step 4: select social zones

Considering our objectives, budget, overall direct strategy and segment insight, which zones should be used and how? Social relationship Social publishing Social entertainment Social commerce

Web 2.0

Current version of the Internet; allows users to interact with senders; interactive social system that's available 24/7

Web 1.0 Characteristics

DoubleClick Ofoto Britannica Personal websites Domain names Content management Directories (taxonomy) Sticky sites

Horizontal revolution

Each of us communicates w/ huge numbers of ppl by a click on a keypad, so info flows across ppl as well

Zone 2: Social Publishing

Editorial Commercial User-Generated Channels: blogs, microsharing sites, media sharing sites, social bookmarking and news sites Blogs: Blogger, Technorati Media sites: YouTube, Picasa, SmugMug, SlideShare, Scribd

Zone 3: Social Entertainment

Games Music Art Channels: social games and gaming sites, socially enabled console games, alternate reality games (ARGs), and entertainment communities (like Spotify) Come2Play, Second Life, MySpace, Zynga, uGame

Bases of Segmentation

Geographic, Demographic, psychographic, benefit, behavioral

Web 2.0 Characteristics

Google AdSense Flickr Wikipedia Blogs SEO Wikis Tagging (folksonomy) Content syndication

Step 6: activation plan

How do we make the plan happen? Who is responsible? What is the timing? What budget is needed to accomplish each objective? How do we ensure the plan is consistent with our larger objectives?

The LARA Framework

Listen to customer conversations Analyze conversations Relation inför w/in enterprise systems Act on customer conversations

Entertainment communities

Myspace; music, film, art, and sport communities

Social Media Value chain

Organizes the complex environment into its core components 1. Infrastructure 2. Channels/Hosts 3. Supporting Software and Services 4. Devices Share, Create, Talk, Work, Buy/Sell, Learn

Social Identity

Profiles enhance the ability of members to develop a _______ when they add a prof pic, basic info about themselves...

Step 1: Situation analysis

Review the firm's environmental and SWOT analyses. Review the existing marketing plan and any other information that can be obtained about the company and its brands. Review the firm's objectives, strategies, and performance metrics.

Zone 1: Social Community

Sharing Socializing Conversing Channels: SNS, message boards, and forums Twitter, Facebook, LinkedIn, Google Plus

Brand applications across social media zones

Social community: building brand/consumer relationships, promoting a presence, MR Social publishing: blogging, sharing branded content, advertising/pr, re-sharing Social entertainment: enabling play, branded entertainment Social commerce: buying and selling, servicing, managing, converting to transactions

SaaS

Software as a service

Step 2: objectives and budgeting

Task (what is to be accomplished) Measurable quantity (how much) Time frame (by when Ensure accountability Demonstrate financial contribution of marketing efforts Help us to work smarter and more efficiently

The Evolution of Marketing

Traditional marketing: mass media, push orientation, outbound messaging, and attention gained via orientation; (broadcast, print, radio, outdoor) Tradigital marketing: mass and targeted online media, push orientation, outbound messaging w/ interactivity enabled, attention gained via interruption, personalization and relevance; (banners, micro sites, email, search) Social Media marketing: niche online media, attraction orientation (pull), content attracts inbound traffic, attention gained via interactivity, dialogue, participation, sharing; (networks, communities, blogs, microblogs)

Stages of Social Media Marketing Maturity

Trial--> Transition--> Strategic

Good plan characteristics

Understand the marketplace Establish clear measurable objectives Define performance targets Identify a customer group Explain what customers want Develop strategies tied to objectives (4 Ps) Include measurement plan

Characteristics of Web 2.0

Web as a platform user participation and UGC Crowdsourcing Network effects Scalability Perpetual beta Reputation economy

Step 7: manage and measure

What metrics will allow us to assess effectiveness? How will we collect the data to assess? Standards of conduct Disclosure requirements Standards for posting corporate information

Step 3: Target audience insight

Which segments should we select to target? In which zones and communities do they participate? How do they use social media? What is important to them?

Vehicles

Within each medium, marketers can choose specific _________ to place a message; so the medium of TV and vehicle would be the show like "walking dead"

4 Zones of Social Media

Zone 1 is Social Community Zone 2 is Social Publishing Zone 3 is Social Entertainment Zone 4 is Social Commerce

Scalability

able to grow and expand capacity as needed w/o negatively affecting the contribution margin of the business

deal sites/deal aggregators

aggregate deals into personalized deal feeds

Social publishing

aid in the dissemination of content to the audience; blogs, news sites...

Perpetual beta

beta = product testing; developed introduce new features in products even if testing and refinement is not complete

Organizational structures for social media marketing management

centralized, organic, honeycomb, coordinated, dandelion p. 69

Medium

channel; ex: WOM, TV, radio, newspaper, magazine...

Personal media

channels capable of two-way communication on a small scale; ex: email, surface mail, telephone, and face-to-face conversations

Wikis

collaborative online workspaces that enable community members to contribute to the creation of a useful and shared resource

Social Communities

describe channels of social media that focus upon relationships and the common activities people participate in with others who share the same interest or identification

Network effect

each additional user adds value for all users

Social Media Marketing Jobs

editor, marketing manager, coordinator, director, specialist, strategist, intern p32

Social entertainment

encompasses channels and vehicles that offer opportunities for play and enjoyment

Connections

friends, followers or fans who you communicate with

Media sharing sites

host content but also feature video, audio (music/podcasts), photos and presentations/documents rather than text or mix of media

Social presence

may indicate your availability, mood, friend list and status

Media

means of communication

Mass media

means of communication that can reach a large number of individuals; ex: broadcast, print, and digital channels

Social games

most advanced channel in the social entertainment zone; hosted online and include opportunities for interaction w/ members of a player's network as well as the ability to status cast to online profiles

Forums

oldest venue of social media; interactive, online versions of community bulletin boards; focus on discussions among members

Social Networking Sites (SNS)

online hosts that enable site members to construct and maintain profiles, identify other members with whom they are connected and participate using various services the site offers

social shopping markets

online malls

Social storefronts

online retail stores that operate w/in a social site

Types of Media

p.26 paid, earned, owned media

Statuscast

post updates to one's status

Tagging

process social media users undergo to categorize content across their own sets of labels

Cloud computing

process that delivers hosted services online

Crowdsourcing

process that harnesses the collective knowledge of a large group of ppl to solve problems and complete tasks

Step 5: develop experience strategy

see slides

Digital Native

students born in an era in which digital tech has always existed

Things to keep in mind: a plan ______

tells a story identifies the characters, place and time tells how current situation came to be defines what must happen for a good outcome establishes challenges and what must be done to overcome them clarifies the desired outcome specifies measures of success (metrics)

Social media

the online means of communication, conveyance, collaboration, and cultivation among interconnected and interdependent networks of people, communities and organizations enhanced by technological capabilities and mobility

Market segmentation

the process of dividing a market into distinct groups that have common needs and characteristics

Social commerce

the use of social media to assist in the online buying and selling of products and services

Social media marketing

the utilization of social media technologies, channels, and software to create, communicate, deliver, and exchange offerings that have value for an organization's stakeholders

Reputation economy

the value that ppl exchange is measured in esteem as well as in money

radical trust

trust bestowed on others when orgs shift control to their consumers and users

Blogs

websites that host regularly update online content; they may include text, graphics, audio, and video

Microsharing sites (microblogging sites)

work much like blogs except that there is a limit to the length of content you can post. A microshare could include a sentence, sentence fragment, video, or link. Twitter is one that limits to 140 characters