Chapter 4 social media

structure

- Is the organization and departmentalization of the social media marketing assignments hierarchical or networked?

Culture

- Is the organization's culture conservative (encapsulated) or modern (permeable, open, flexible)?

Honda mini case study

-Serial 1 campaign last of the first honda created the N600. -81% completion rate -Year long 12 part documentary -launch 48.7mil honda social platform -total 206 mil PR impressions from places like: motortrend, jalopink and Yahoo! -Now at Honda museum from green to white

Integrate with other Promotional Components and Establish Campaign Timeline

1. Campaigns are not necessarily events with fixed start and stop dates. 2. Campaigns can mix short and long term goals.

The options are chosen from the four zones of social media:

: relationship development in social communities, social publishing, social entertainment, and social commerce.

How can organizations structure themselves to support social media marketing?

Companies can structure themselves as centralized, decentralized, hub and spoke, dandelion, or holistic. Each option represents a trade-off of control and responsiveness.

What are the steps in social media marketing strategic planning?

Conduct a situation analysis and identify key opportunities. State objectives. Gather insight into and target one or more segments of social consumers .Select the social media channels and vehicles. Create an experience strategy .Establish an activation plan using other promotional tools (if needed). Manage and measure the campaign.

Governance

Does the organization define social media regulations and employee practices (autocracy) or allow norms to develop organically (anarchy)

Scope

Does the organization use social media marketing internally and externally to collaborate with stakeholders or is social media predominantly limited to use as an external communications channel? Defender or explorer

Benefit

Groups according to benefits they seek

The strategic planner must assess what it means to speak to the audience in the social media space.

However, the planner also must understand how and when his or her customers interact in online social communities, as well as which devices they use to do so.

Microsoft Sun Microsystem Intel

Microsoft-tweet as microsoft employee Sun Microsystem-virtual or actual Intel-open ended encourage interaction

BOT Cons

More accurate security bogus offers/malware Obama twitter (more then 50% bots)

Cloud service or internal system

Organizes competitive info RIVAL MAP

What are the key components of an organizational social media policy, and why is it important to have such a policy in place?

Policies may include several guidelines such as standards of conduct, disclosure requirements, and standards for posting intellectual property, financial information, and copyrighted information. Companies need policies to ensure that social media activity is consistent with the overall brand.

Brand experience:Sensory, Affective, behavioral, cognitive

Sensory-visual reaction affective-emotional reaction behavioral- physical reaction cognitive-curiosity

Where does social media marketing planning fit into an organization's overall planning framework?

Social media marketing should be a part of an organization's marketing plan. Like integrated marketing communications plans, organizations may also develop stand-alone plans offering greater social media marketing.

The Phases of Social Media Marketing Maturity

Stunts Social media marketing maturity trial transitional stragtegic

social persona

The brand is represented in social media as a social persona. The social persona may be the brand's corporate image or a spokescharacter.

What are the phases of social media marketing maturity? How does social media marketing change for companies as they shift from the trial phase to the transition phase and eventually move into the strategic phase?

The phases of social media marketing maturity are trial, transition, and strategic. In the trial phase, organizations are pursuing social media tactics in an ad hoc manner, with a focus on gaining experience in social media. The tactics are not well linked to the organization's overall marketing plan and may be haphazardly executed. Organizations in the transition phase think more systematically about how to plan social media activities that support marketing objectives. When an organization enters the final, strategic phase, it utilizes a formal process to plan social media marketing activities with clear objectives and metrics. Social media are now integrated as a key component of the organization's overall marketing plan.

objective

a specific statement about a planned social media activity in terms of what that activity intends to accomplish

hub and spoke

a team of people who are cross-functionally-trained are ready to address various social media needs.

marketing plan

a written, formalized plan that details the product, pricing, distribution, and promotional strategies that will enable the brand in question to accomplish specific marketing objectives. See Figure 4.1 for a marketing plan structure.

Stunts

are one-off ploys designed to get attention and press coverage.

Brand experience *****

are sensations, feelings, thoughts, and behaviors evoked by brand-related stimuli when consumers interact with brands, whether during exposure to brand messaging, shopping and service interactions, or product consumption.

Standards of conduct

basic expectations for employee behavior in social communities

Honda social media policy

be transparent-say real name and not an authorized person representing the whole be deferential-only authorized personel communicate be credible-be thoughtful when nonhonda thoughts be vigilant-do not share anything be considerate-never b disrepectful

There are five basic models for social media structure:

centralized structure, organic structure hub and spoke dandelion model holistic model

Demographic

common characteristics such as: age, gender, income, backround, education etc...

The objective-and-task method

considers the objectives set out for the campaign and determines the cost estimates for accomplishing each objective

adobe marketing cloud

controls different world regions

social media mix

describes the combination of vehicles the strategy will include to attain the organization's objectives.

situation analysis

details the current problem or opportunity the organization faces. It will typically include a social media audit. Is social media the appropriate approach?

WOMMA guide

guide to designing a digital social media policy. reccomends simple state ment ex: i receieved ____ from _____ and opinion

BOTS Pros

helps purchases, interactions etc. 30% cant identify a bot being used

Social media profiles

include demographic, geodemographic, psychographic, and product-usage characteristics.

A creative brief

is a document that helps creatives channel their energy toward a sound solution for the brand in question. For social media campaigns, it might be called an experience brief or a propagation brief.

Social media marketing maturity

is a result of time and experience, in that we tend to see applications that start as one-time "experiments" often morph into more long-term and carefully thought-out elements that the organization integrates with all the other communication pieces it uses to reach customers.

positioning statement

is a single written statement that encapsulates the position the brand wishes to hold in the minds of its target audience.

social media policy

is an organizational document that explains the rules and procedures for social media activity for the organization and its employees.

dandelion model

is essentially a multi-layered hub and spoke model. appropriate for strategic business units(SBU)

Strategic planning

is 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. corportate->bussiness->functional/organizational

Discovery

is the term used to describe the research stage of the plan. Planners may rely on secondary and primary research as they seek to discover insights that will be useful to the creative team. These insights will be presented to the team during the briefing. The creative team will then go through a process of ideation and concepting. Eventually the chosen ideas will be further refined and designed, and prototypes or mock-ups will be developed.

Standards for intellectual propery, finace etc

keep intellectual and finace private copyrites must have permission.

percentage of ad spend

method assigns a set portion of the overall advertising budget for the organization to social media activities.

holistic model

model is currently the least used. It truly refers to a structure within which all employees are empowered to use social media, use social media, and do so according to the company's strategy.

organic structure

no one person owns social media. Instead, all employees represent the brand and work social media into their roles.

HootSuite

offers a useful system and people can become certified in HootSuite. If you haven't done so yet, check out HootSuite University.

external environment

outside the organization - the organization's opportunities and threats

Psychographic

personality, motives, lifestyle, attitudes and opinions

Integrated marketing communications (IMC) plans or marcom plans

provide in-depth detail on the execution of the (traditional) promotional portion of a brand's marketing plan..

A center of excellence model

pulls people with different kinds of expertise from across the organization to participate.

Message strategy

refers to the creative approach we will use throughout the campaign.

Geographic

region, country, market size,density or climate

Textgirlie and Astroturfing

sends bad info out and causes traffic U.S: BOTORNOT

Common mistakes

staffing-focusing too much on presence content-not relevant time-Must be patient focus on objectives-focus on action steps instead of desired outcomes *takes short tactical rather then long strategic benefit to users-value to community/engaged measurement-measure correct dont rely on media use ROI to determine if social media works better then other media

HONDA

target campaigns using fb, insta, twitter niche network:snapchat, pintrest partner is salsforce

centralized structure

the social media department functions at a senior level that reports to the CMO (Chief Marketing Officer) or CEO and is responsible for all the social media activations.

internal environment

the strengths and weaknesses of the organization - the controllable elements inside a firm that influence how well the firm operates.

Disclosure requirements

transparancy is key. employees must disclose that they are affiliated with organization. If they recieve any gifts it must be disclosed. Makes posts credible and trust worthy include hastag #paid

The competitive parity method

uses competitors' spending as a benchmark.

SWOT analysis

will highlight relevant aspects of the firm's internal and external environment that could affect the organization's choices, capabilities, and resources.

Social Media Marketing Industry Report

• 81% of businesses have integrated their social media efforts in their marketing plans. Most are doing so for branding and demand-generation purposes, but social media marketing is also valuable for managing customer service interactions and conducting market research.

A well-stated, actionable objective should include the following characteristics:

• Be specific (what, who when, where). • Be measurable. • Specify the desired change (from a baseline). • Include a time line. • Be consistent and realistic (given other corporate activities and resources).

Organizations must decide on:

• Standards of conduct • Disclosure requirements • Standards for posting intellectual property, financial information, and copyrighted information

trial phase

• first phase. Organizations test out social media platforms, but they don't really consider how social media can play a role in the overall marketing plan. Many forget it is trial and rush into it only focus on cool new communication

transition phase

• second phase. Here social media activities still occur somewhat randomly or haphazardly but a more systematic way of thinking starts to develop within the organization. In the transition stage, brands are on the right track but may not have fully formed a strategic approach. Common mistake use of automation to responds to posts "socail media zobies"

strategic phase

• the third phase. Here a company utilizes a formal process to plan social media marketing activities with clear objectives and metrics. Social media are now integrated as a key component of the organization's overall marketing plan. Show ROI(return on investment) coupled with fluid social media creates challenges