Social Media Marketing
What was the main message Sean Parker convey about advertising on Facebook? in the movie clip " the social network"
"You don't want to ruin it with ads cause ads aren't cool "
Define: Social Media Marketing
-Based on WOM & participation -Using social media -to positively influence customers towards a brand -exchange offerings that have value for an organizations stakeholders refers to the process of gaining website traffic or attention through social media sites "... To create, communicate, deliver, and exchange offerings that have value for an organization's stakeholders" as marketing tools.
Permission marketing
-Earned attention -listening -chose to engage -can interact more with customer Opt-in e-mail, where Internet users sign up in advance for information about certain product categories, is a good example of permission marketing.
Interruption marketing
-Right to interrupt -selling -forced to engage -we have the right to interrupt because we bought the ad/ slot. Can be very expensive. A lot more about selling ex. Super bowl commercial is the traditional model of product promotion, in which people have to stop what they're doing to pay attention to the marketing message or deal with it in some other way. Examples of interrupt marketing include: Telemarketing calls. Mail campaigns.
Coca Cola: The video also highlights several benefits of SNS. Describe the benefits.
-allow brand to be closer to their fans -real time communication -consumption (fans twice as likely) -purchase (10x likely)
"Be prepared for negative comments "
.
List and describe the common goals of SMM
1. Build a brand -brand awareness, brand attitude, positioning, brand loyalty 2. Generate leads/sales 3. Customer service 4. Increase SEO 5. Getting new product ideas 6. IMC 7. Crisis/reputation mgt
Why social media? 7 questions related !
1. Is it just a fad? 2. Is it new? 3. No return on investment? 4. Its only for the young? 5. Its only for business to consumer? 6. Its too time consuming? 7. Its free?
The first step in the SMM planning cycle is _____
1. Listening setting goals defining strategies indeitify target audience select tools select platform/channel implement monitor tuning
For the following, relate your answers back to the BP case study you completed: 1 - List and describe the PARC principles of SMM.
1. Participatory (Interact, answer, thank) Authentic (honest, sincere, personable) Resourceful (useful, relevant, helpful) Credible (Knowledgeable, expert, trustworthy)
3 - There are 9 rules for engaging with customers on social media. These rules are like "etiquette" for SMM. list and describe each rule.
1. Use as intended -Know norms of communication -Dont direct message someone about blog/business/product - thats dumb. 2. Dont spam -let them opt in / opt out -unwanted 3. Assume they don't care - Why would they care? -dont use aggressive marketing 4. Have personality Be personal, but not too personal 5. Provide context when seeking connections -Send a brief note -briefly explain why you wanted to connect when you do follow/add someone 6. Be transparent be honest 7. Talk about the topic -its not always about you -participate, not self promote 8. SM profiles = not billboards send wanted messages with original content 9. Be nice manners matter say please and thankful
Think about the coca cola video you saw in class. Who created the first coca cola Facebook page?
2 brand fans co-creation
5. Its only for business to consumer?
Can be used by B2B ! Raise awareness local retailers and services businesses are perfect for it increase exposure, traffic, fans, generating business intelligence
Chapter 1
Chapter 1
Chapter 2 & 15
Chapter 2 & 15
Chapter 5
Chapter 5
Co-_____ entails consumers and marketers working together in SMM
Co-Creation
6. its too time consuming?
Depends on -business type -size -SMM strategy weekly time commitment for social media marketing
Describe the goal progession process
Exposure Engagement Influence Impact Advocacy
In using social media for B2B: True or False? You can get by with an incomplete profile
False
should you write your linked in summary in first or third person?
First person personal
2 - List and describe the 4 principles of SMM ethics.
Honesty - tell the truth, be transparent Privacy - seek consent Respect - treat them right Responsibility - own up (((Acknowledge: what is the problem Apologize: calm, resolve Act: promise realistically, do)))
What is IMC
Integrated markting communication is a simple concept. It ensures that all forms of communications and messages are carefully linked together. At its most basic level, Integrated Marketing Communications, or IMC means integrating all the promotional tools, so that they work together in harmony.
In using social media for B2B: What platform is most popular?
Linked in
Maslow's Hierarchy of Needs explain social media using this diagram:
Maslow's Hierarchy of Needs third tier up: Sense of belonging, love explanation: Social Media is in the middle of Maslow's Hierarchy of Needs because it goes along with social (sense of belonging, love)
3. No return on investment?
May be difficult to measure returns = monetary $ + non monetary Social media analytics Measures the success
define with AMA definition Brand:
Name, term, design, symbol, or any other feature that identifies one sellers good or service as distinct from those of other sellers
4. Its only for the young?
Not at all prominent in business and many older people have it Growing usage by older generation older users are among the fastest growing demographics on most social media sites
2. Is it new?
Not at all new been created for a couple years now technology might be new but the principle is not usually it was WOM but now its SMM and its public and online. just more advanced.
Define: Social Media
Online means of communication, conveyance, collaboration, and cultivation among interconnected and interdependent networks of people, communities, and organizations enhanced by technological capabilities and mobility
Should the marketer take an active approach followed by a passive approach in SMM? explain
Passive: Search, listen, respond Active: create & engage -Figure out who your audience is -What do they want? -Have them interact with your brand in a positive way No, the marketer should take a passive and then an active approach. Because passive is searching listening, and responding. Active is creation and engaging.
Should SMM be aligned more with permission marketing or interruption marketing? explain
Permission because its more earned attention and that makes more sense with SMM more interaction is important especially when the customer wants to interact
1. Is it just a fad?
Platforms may change but core trends and behaviors are going to remain! Social media marketing when done right can lead to more customers, more traffic, and more conversions and its here to stay.
In using social media for B2C: It is important to know the rules for brand presence. What is the difference between a Facebook page and profile? What could happen if you make the wrong choice in setting up your brands presence on Facebook?
Profile : for individuals (noncommercial) Page: for businesses (commercial) wrong choice - lost access to your account
How is SMM related to digital marketing?
SMM marketing and digital marketing are related because they are both use a digital form to advertise and communicate to the customer.
What is SEO?
Search engine optimization the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine.
Social ME: Networking and Linked IN 101
Social ME: Networking and Linked IN 101
List the four zones of SMM
Social community Social commerce Social publishing Social entertainment
What are SMM platforms?
Social media platforms used in marketing a product/brand
SNS is an acronym for _____ , which is defined as an online service for _____
Social networking site/service building and maintaining relationships
Goals should be SMART
Specific Measurable Attainable Relevant Time bound
Why is your linked in headline important?
To get attention and introduce yourself
What are SM platforms?
Websites that facilitate social networking
Influence
ability to change opinion or behavior
A call for action moves from SMM goals to ____ by customers
actions desired actions expected of customers Lead generation Brand Building
Social publishing
blogger youtube picasa smugmug slideshare tumblr
Chapter 4
chapter 4
Coca Cola: the video demonstrates the process of ____ in SMM, where consumer work with markets in developing product ideas and spreading the word about the brand.
co-creation
in a _____ strategy, co creation of marketing efforts is required
collaborate
Social entertainment
come2play myspace zynga second life uGame
A _____ strategy calls for participation with and creating of content for specific groups of customers
community
The doritos crash the super bowl is an example of a ____ strategy, where markets seek to identify influencers and brand advocates
connect
SNS is based on some _____ factor. Give examples
connecting factor friendship - Facebook news- twitter professional networking - linked in
By using a contribute strategy, markets may be viewed as demonstrating thought _____
content through leadership
in the converse strategy, the marketer should be a ____, not a ____
contributor not a promoter
In a convert strategy, marketers use tools for ____
desired outcomes examples: sales, brand attitudes, etc.
Impact
effect on the target audience (ROI)
In using social media for B2C: What platform is most popular?
Social commerce social dealings between people. buying selling
facebook living social groupon tripadvisor snipl videogenie payvment
In using social media for B2C: True or false? All SMM platforms are appropriate to reach any consumer
false because
Coca Cola: True or false You have total control over the brand in SMM
false because WOM and
Engagement
interaction with content
In using social media for B2C: Consider how you would create content on social media for B2C
know where they are do not overwhelm, share worthy (WOM) content.
Marketing with SMM platforms
know yourself, know your audience yourself : goals and objectives audience: B2C or B2B
Exposure
opportunity to attend to content
every brand has a face. therefore, it is important for you to have a _____ picture on linked in.
professional profile
in a comprehend strategy, what should be considered?
rules of engagement
Complete this sentence: the _____ in the offline world applies to the online world.
same code of ethics
SNS work because there are degrees of ____ in networks. Example: 2nd degree connections (your connections' connections) on linked in.
separation
Advocacy
suggest action to another user (WOM through opinion leaders/ influencers)
In a categorize strategy, SM platforms are grouped by _____ for ____
target market for return on investment
In using social media for B2B: A key rule in using linked in for b2b is to _____ before you post
think and use marketing tools wisely
7. its free?
time is money so cost in terms of personnel time and technology resources. costs to produce and advertise sometimes as well. costs from posing content.
How is SMM different from traditional?
traditional: Marketer controls One way communication Domineering approach SMM: message/participation two way communication discussion approach
Social community a feeling of fellowship with others, as a result of sharing common attitudes, interests, and goals.
twitter facebook linked in google plus
define: Digital Markting
using any digital technology to facilitate the marketing process (social, email, mobile, search optimization) More than selling customer interaction & engagement Digital marketing (also known as data-driven marketing) is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.
SMM is based on WOM .. which is an acronym for
word of mouth
What is a SMM plan?
written details of SMM goals, strategies, and actions
Are you a brand? explain
yes, you want to be able to sell yourself. anywhere and to anyone.
