SMM Midterm Exam
SMM defined
Social Media Marketing (SMM) is part of an integrated marketing communications strategy that leverages social and digital technologies. Successful SMM engages stakeholders; shapes conversations; builds brand loyalty; and perceived source credibility. Social media organically compliments other promotional methods like email, events, or public relations. SMM (predominantly) amplifies B2C engagement, e- commerce conversions and B2C solutions. As a WCOB course, we value integrity, quality, meaning, diversity, innovation responsiveness, sustainability, trust, global goodwill and expertise. - WCOB, SMM, (modified 08.2021) Social Media Marketing (SMM) is the use of social media platforms and websites to promote a product or service. Social media sites, such as Facebook, Twitter, Instagram, Pinterest, LinkedIn and YouTube, are an essential part of today's digital marketing mix. Brands are thriving on an "Engaged Audience." However, SMM has become more competitive and commercially- saturated. If Brands want to be successful, they need to set realistic goals with respect to growing brand awareness, increasing engagement, increasing sales/conversions. Listening, understanding and authentically valuing a respective market is critical.
SMART standard
Specific, measurable, achievable realistic, time delimited
long vs short term orientation
The degree to which cultures encourage delayed gratification of material, social, and emotional needs among its members. long- tend to be pragmatic, modest, and more thrifty short-place more emphasis on principles, consistency and truth, and are typically religious and nationalistic.
earned media
WOM, Facebook comments, twitter mentions and replies, vine, blogs, forums, review sites
influence
ability to change opinion or behavior
carousel ad
allow the user to tell a brand story by including different images, videos, and many platforms allow a separate call to action or link for each image/video
Social Media started with the BBS which stands for _____________
bulletin board system
converse
by acknowledging and responding to other users of the platform, always remembering to be a contributor, not a promoter
When creating a ________ strategy, the use of metrics helps marketing professionals understand who is reading the content and when?
content
contribute
content to build reputation and become a valued member, helping to improve the community
owned media
corporate website, campaign microsite, blog, brand community, Facebook fan page, mobile, etc.
types of personas
creators, conversationalists, critics, collectors, joiners, spectators, inactives
most common characteristics marketers use to identify and profile target markets are
demographics, geographic, lifestyles/psychographics -identifying and segmenting the target market is a key marketing activity -marketer wishes to reach a single target segment, not the entire market
impact
effect on the target audience
image ad
emphasis of posts is the image; less than 20% of the content should be texted based
advantages of marketing w social networks
find talent, build brand awareness, find new customers, help conduct brand intelligence and market research -the best marketing w social networks comes from the customer or fan base, not the firm
Generations defined. If you want to market to customers ages 39-54, what generational cohort do they belong to?
gen x
how ad targeting works on google
has a built-in targeting mechanism with its circles. ◦Also available, targeting by age and location to brand pages ◦Search by hashtag eliminated, replaced with Collections. ◦Hashtag search is a key feature on other platforms; possible to access trends in real time.
linking goals w a call to action
in order to measure success you must define what someones desired action would be (Call to action) -getting to the sale if the final sep -generates leads and/or sales ex -Click on blog post from Twitter or Facebook -Sign up for email newsletter -Sign up for webinar (collect contact info) -Have salesperson call -Purchase -Convert the customer to a brand advocate
engagement
interaction w content
Most people use social media because they want/need/desir e to accomplish what four (4) things?
learn, listen, engage, co create
joiners (59%)
maintain a social networking profile and visit other sites
power distance index
measures power inequality between superiors and subordinates within a social system high- society accepts an unequal, hierarchical distribution of power, and that people understand "their place" in the system low-that power is shared and is widely dispersed, and that society members do not accept situations where power is distributed unequally.
uncertainty avoidance index
measures the tolerance of uncertainty and ambiguity among members of a society high-people attempt to make life as predictable and controllable as possible. If they find that they can't control their own lives, they may be tempted to stop trying. These people may refer to "mañana," or put their fate "in the hands of God." low-more relaxed, open or inclusive.
inactives (17%)
none of the above
exposure
opportunity to attend to content
community
participation (and creation) can elicit valuable consumer suggestions for improving products/services
PTCM stands for
periodic table of content marketing
the first product sold on the internet was
pizza, pizza hut
video ad
provide a great deal of versatility and are used in other types such as carousal and interactive -creating videos that appear authentic to the users of the platform can help w engagement
spectators (70%)
read blogs, listen to podcasts, watch videos, and consume media
Launched in 2005 by Massachusetts 20-somethings Steve Huffman and Alexis Ohanian as a news-sharing platform, its 300 million users have transformed __________ into a combination news aggregation/soci al commentary site. Its popularity is based on the ability to "up- vote" and "down-vote" user posts.
convert
relationships built in SM to the behaviors specified in the objectives
permission based marketing
relies on attention being earned -ex -> opting into an email newsletter, following an account on twitter, signing up for text message alerts -requires earning attention from people who have a choice about whether or not to engage -people tend to choose brands that are authentic, transparent, show care and empathy, respect consumers time and opinions, and have a human presence online -firms cannot rely solely on permission marketing, interruption must be included
collection ad
similar to product ad but are meant to give a more engaging experience to visitors and are viewed on mobile devices; differ significantly across platforms
lead form ad
similar to that of a website landing page; goal is to generate a lead by promoting some form of content such as an ebook, white paper, or industry guide -when clocked a landing form appears requesting info for the download, when submitted the data may be integrated in the the CRM software
Founded in 2011 by a trio of Stanford students — Evan Spiegel, Reggie Brown, and Bobby Murphy.
snapchat
categorize
social media platforms by target market relevancy
participatory
successful brand interact w the community, answer questions, thank those who respond
advocacy
suggest action to another user
The early internet was created for the use of professors and researchers working for ____
the Department of Defense.
Indulgence vs. Restraint
the extent to which people try to control their desires and impulses high- allow or encourage relatively free gratification of people's own drives and emotions, such as enjoying life and having fun. low-there is more emphasis on suppressing gratification and more regulation of people's conduct and behavior, and there are stricter social norms.
what is targeting in SMM
the right person to get the right content at the right place at the right time in the right format in the right lounge on the right device
comprehend
the rules of the road on the platform by listening and learning how to behave, successfully spark conversation, and engage the participants
Individualism vs. Collectivism
the worth of an individual versus the worth of a group high- indicates weak interpersonal connection among those who are not part of a core "family." Here, people take less responsibility for others' actions and outcomes. low-Emphasis on building skills and becoming master of something. People work for intrinsic rewards. Maintaining harmony among group members overrides other moral issues.
people spend time online for 3 reasons
to connect w people, get information, be entertained
paid media
traditional advertising- print, TV, radio, display, direct mail, paid search, retail/channel
conversationalists (33%)
update status on social networking sites, post updates on twitter
collectors (20%)
use RSS feeds to collect information and vote for websites online
product ad
used for showcasing numerous products and retargeting
collaborate
w platform members as a means of establishing a mutually beneficial relationship w the platform participants
connect
w the influencers so that you can enlist them to help shape opinions about your product or service
how ad targeting works on Facebook
◦Facebook is one of few platforms that make ad targeting options visible on personal profile pages; explore them. -Facebook has revised its audience targeting. ◦At first, brands had to develop profiles, then fan pages, then were given the option of creating brand pages that had more features than personal pages. ◦Then, several upgrades including targeting options. ◦Initial targeting options for brand pages were demographic. ◦Later, targeting by interests supplied by the brand
B2C marketing
◦For businesses specializing in consumer products or services ◦Most social networks make it easy for members to like, share, or become fans of a brand. ◦Emphasis must be "share-worthy" content. ◦Focus on the places where people spend most time (now, Facebook). ◦For photo, image sharing, Instagram -Create a page that will represent the business. -Allows users to follow or become fans without giving access to personal information (like friending a profile). -Customize the page to reflect the company's style and values, but provide some content distinct from the firm's primary website. -Update frequently with new content, but not more than three times per day.
how ad targeting works on instagram
◦Instagram users include emojis in hashtags, making brands and trends, searchable, and able to reach target audiences.
resourceful
◦Many ways a firm can become a resource online. -Solve customer service questions, or deal with complaints (JetBlue using Twitter). -Get Satisfaction allows visitors to share feedback and ask questions; users can vote up or down others' suggestions. -Most important in B2B marketing; examples are Jeff Bullas and Cheryl Burgess
passive strategy
◦Search, listen and respond ◦A good way to start ◦Seek out mentions of your business, its competitors and the category of industry ◦Spend time listening to what people are saying ◦After achieving familiarity with the conversations, responses can begin ◦Simply saying thank you and answering questions is a great first step.
active strategy
◦The marketer creates content and engages in conversation through different SM channels: -Actively creates and builds social media profiles -Connects with key influencers -Starts or participates in conversations ◦Many brands jump to step two without understanding their audience or their preferred interaction. -Consider starting slow with the passive strategy.
B2B marketing
◦The most dominant B2B platform is LinkedIn. -81% of B2B marketers use LinkedIn. -Designed to facilitate interactions between business professionals. -Connections taken more seriously. ◦First, complete the member profile in as much detail as possible. -More information leads to more connections. -Someone who has 100 direct connections may have indirect access to over a million others. -A new status and newsfeed feature for sharing
respect
◦Treating people as equals, as reasonable individuals with goals and lives of their own ◦Although online interactions can be highly impersonal, there is always another person somewhere in front of a screen. ◦Do not present manipulative messages, create false identities for testimonials, or hijack user profiles for promotional purposes. ◦Show respect for online participants.
responsibility
-Acknowledge: find out what the problem is and take responsibility for the situation. -Apologize: If someone is angry, first attempt to calm., and apologize; then determine what would give the individual resolution. -Act: Implement promised changes or make other restitution. Inform the complainant that the problem is being addressed.
how ad targeting works on twitter
-Follower targeting with choices including followers of competitors and similar audiences -Behavior targeting that uses data from Twitter business partners about online and offline product-related behaviors -Keywords that are used in twitter searches or in Tweets -Event targeting: Twitter furnishes a global event calendar, provides audience data from last year's event, and enables targeting of the audience for the current year's event
critics (37%)
-Post ratings/reviews of products or services -Comment on someone else's blog -Contribute to online forums -Contribute to/edit articles in a wiki
creators (24%)
-Publish a Blog -Publish personal webpages -Upload original video -upload original audio/music -write articles or stories and post them
white label social network
-This is an online service that shares many of the characteristics of a public social network like FB, but it is privately run by a corporation or NFP. -Software vendors make platforms for organizations to use in constructing their white label social networks; some build from scratch. -Now known as enterprise social networks or social business; growth continues to explode
benefits of marketing w social networks
-a consequence of online social networks is the blurring of the line btw business and personal life -online sharing of popular interests is highly valuable to a social media marketer
authentic
-being authentic is vital -internet spreads info faster than any other means of human communication, reaching around the globe in seconds -deception is not a long term strategy -authentic implies conversing without forced attitudes or demeanor, inauthentic is hard to describe but easy to spot -communication must be professional & personable -honest responses will earn goodwill, trust -telling the truth in a personable and genuine manner
targeting ads and posts on social platforms
-brand posts are owned media w not advertising costs, ads on sisal media platforms are paid media, usually pay per click posts -since advertisers pay for media space, they get targeting options first -brand pages generally have a limited set of target options
completing the media plan for each segment
-choose the media mix -schedule each post on each platforms -execute the schedule -follow the reaction to the posts, listening and perhaps replying to at least some of them
SMM planning cycle
-creating a social media plan is a continuous process -skilled SM marketers constantly monitor the progress of the plans action elements and modify to improve results and test alternative approaches listen -> goals -> strategies -> target audience -> tools -> implement -> monitor -> tune
self promotion vs building an army of advocates
-creating advocates is the final step -they will talk to their fiends because they truly are passionate about your business and want to tell the world -WOM is the leading purchase influence in 4 different countries (US, UK, Brazil, china)
SMM plan
-details an organization's social media goals and the actions necessary to achieve them -understanding corporate and marketing strategies and the creation of promotional strategies -without integrated strategies and solid SMM plans, there is little change of successfully executing SMM
privacy
-do not collect or distribute personal info w/o consent -obtain data from viewers should be balanced against protect user privacy
setting goals and objectives
-goals must be flexible in light of new developments -key objectives -> customer service, brand awareness, building brand preference, acquisition of new customer leads, loyalty programs -generic concepts of SMM -> exposure, engagement, influence, impact, advocacy (relates to purchase journey)
characteristics of successful social media marketer
-good communication skills -> able to engage w a diverse group, be a good listener, good writing skills -working knowledge of computers and the internet -knowledge of search marketing desirable -proficiency on at least 3 leading social platforms (Facebook, instagram, LinkedIn)
SMM ethics
-honesty -SMM based largely on personal interactions -public scrutiny high, facts will be checked, promises must be kept -build a reputation for honesty
when selecting SM platforms, marketers should consider the characteristics of the target audience such as
-is the target consumers or professionals? social networks for consumers, linked in for professionals -where do they hang out? go there -is my product visual? insta, Pinterest, youtube -are my consumers content oriented? if sharing and posting are important, consider FB or another interactive network -do they like to collaborate? wikis -are product demos needed? youtube
identifying audiences for personal branding efforts
-linked-in groups forbid self promotion -its relationship tab shows how you are connected to another user, see messages exchanges, lets you make notes on the relationships and your plans to further it -use the tag feature on the relationship tap to assign tags to connections -you can categorize your contacts, but not build a list that allows you to message all contacts in a single category at the same time; Consider using a tool to uncover profiles of relevant LinkedIn members. -LinkedIn may be the repository of much of your personal branding content, but you can develop communities on a variety of platforms and reach them with targeted content that will enhance your brand.
listen and observe
-listen to conversations about the brand or company -listen to what people say about the competitors -listening to what people say about the industry/category -listening to the tone of the community -listening to different social media platforms and channels
optimizing posts and post times
-means to make everything from a user's profile to her blog posts to her Pinterest pins as visible as possible to everyone on the platform and sometimes in search engine rankings -difficult to optimize social content -every platform is different -but many publishers on the web who provide info on the subject
2 important warnings of big data
-not all platforms offer all types of targeting -advertisers receive new tagging options first, brand name marketers receive them later -target audience descriptions become richer
tips for job seekers
-stay on top of social media trends -be prepared to think and act quickly -be comfortable w analytics -learn to write to social media -establish and maintain your social media presence -show yourself to be an effective user of social media
Big data
-the massive amount of data available from the digital clickstream -broadened to include audio and video files -using it, marketers can engage in behavioral targeting, connection targeting, interest targeting, look alike targeting, custom targeting, location targeting
what is SMM
-the process of gaining website traffic or attention through social media sites -creating buzz, videos, tweets, or blog entires that may become viral -building ways that enable fans of a brand to promote a message themselves -based around online conversations -part of a larger media ecosystem of owned, paid, and earned media used in marketing
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
interactive ad
-varies across platforms and evolves w technology -chatbots, lenses, and polls are ex
best practice for SMM
1. begin w 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 you begin 4. welcome participation and feedback from your audience 5. remember what you know today may not be valid tomorrow, SMM changes at the speed of technology
6 habits of successful SMM (article/podcast)
1. build meaningful relationships 2. merge passion w social purpose 3. understand what customers crave 4. connect and collaborate 5. keep money making activities in sight 6. track, measure, and adjust your efforts
steps in targeting SMM campaigns
1. define target audile and segments 2. create personas for each segment 3. develop media plan for each targeted segment 4. optimize media schedule and posts
persona development cycle
1. identify personal roles 2. list needs and situational triggers 3. create messaging objectives
7 myths of SM
1. social media is just a fad 2. social media is just for the young 3. there is not 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
The PTCM contains ____________ number of distinct elements.
132
credible
2 sides to credibility: -building a reputation for knowledge and expertise (important for B2B) -building a brand's trustworthiness (ready to share info and explain the rationale behind decisions, admitting to mistakes, asking for understanding or support
The social conversation prism 5.0 has ___ social categories.
28
The KANTAR Brandz 2021 report tracked/surveyed ____ shoppers.
750K
eight c's of strategy development
Categorize Comprehend Converse Collaborate Contribute Connect Community Convert
Masculinity vs femininity (MAS)
Degree to which a culture values assertiveness, competitiveness, ambition, and the accumulation of material goods. high- Strong egos - feelings of pride and importance are attributed to status. Money and achievement are important. low-Relationship oriented/consensual. More focus on quality of life.
the earliest ancestor of today's diverse social media platforms if most likely USENET, developed by __________ University graduate students Jim Ellis and Tom Truscott.
Duke
Helps B2C and B2B understand target audiences through the lens of culture.
Hofstede cultural model
interruption marketing
Marketing that interrupts people to get their attention (with the hope they will listen to the ad), such as TV advertising. -these marketers need not worry about whether a consumer wants to see their ads, viewers realize that ads are a part of the cost they pay in order to consumer media content -content of interruption ads is focused around selling a product/service that provides value to the target market; Goal of ad is to showcase the product, reduce information search costs, create a persuasive case for purchase -PROBLEM- people are already bombarded by ads
