Social Media Marketing - Chapter 19

Blogs

A publicly accessible Web page that functions as an interactive journal, whereby readers can post comments on the author's entries.

70 PERCENT

According to Nielsen Media Research, more than __________ of consumers said they trusted online consumer opinions.

800 million, $1 billion; 25

Almost __________ people participated in some sort of virtual world experience; annual revenue near __________; Nearly __ percent of people play games within social networking sites.

exchange information, collaborate with others, and have conversations

At the basic level, social media consumers want to

Stage 8 of Effective Listening

Being proactive and anticipating customer demands

Stage 7 of Effective Listening

Better understanding of customers

Corporate Blogs

Blogs that are sponsored by a company or one of its brands and maintained by one or more of the company's employees.

Creators, Critics, Collectors, Joiners, Spectators, Inactives

Categories of Social Media Users

Paid Media, Owned Media, and Earned Media

Categorizing Media Types

SMS, MMS, Mobile Web Sites, Mobile ads, bluetooth, and smartphone apps

Common mobile marketing tools

Blogs, Microblogs, Social Networks, Media Sharing Sites, Social New Sites, Location Based Social Networking Sites, Review Sites, Virtual Worlds and Online Gaming

Consumer & Corporate-Generated Content

Promote products and services

Get customers talking about products and services.

Stage 3 of Effective Listening

Identifying market risks and opportunities

must realize that we often do not control the content on social media sites, word of mouth is impacted, marketers can listen to conversations, more sophisticated methods of measuring interactions, and allows for more direct and meaningful conversations

Implications for marketing from social media

Stage 4 of Effective Listening

Improving campaign efficiency

Noncorporate Blogs

Independent blogs that are not associated with the marketing efforts of any particular company or brand.

Increasing awareness, Targeting audiences, Promoting products, Forging relationships, Highlighting expertise and leadership, Attracting event participants, Performing research, Generating new business

Marketing goals for social networking sites

Stage 5 of Effective Listening

Measuring customer satisfaction

Listen and Learn

Monitor what is being said about the brand. Develop a listening strategy.

60, 93, 6.7 billion

More than __% of U.S. mobile phone owners now own a smartphone; Android & Apple iOS dominate the smartphone operating systems with a combined __%; U.S. mobile marketing spending reached nearly $_________ in 2012

Build relationships and awareness

Open dialogues with stakeholders. Answer customer questions candidly.

Lowers barriers to entry, consumers acclimating to privacy and pricing, capturing consumer attention in real time, measurable, and higher response rate than traditional media types

Reasons for mobile marketing popularity

Manage your reputation

Respond to comments and criticisms. Participate in forums and discussions.

Stage 6 of Effective Listening

Responding to customer inquiry

Improve customer service

Seek out displeased customers and engage them directly to solve issues.

Social Networks, blogs, microblogs, and media sharing sites

Social Media Tools and Platforms

Connect with each other, share opinions, and collaborate on new ideas according to interests

Social media allows consumers to...

have conversations with consumers, forge deeper relationships, and build brand loyalty

Social media allows marketers to...

Buzz, Interest, Participation, Search Engine Ranks & Results, Influence, Sentiment Analysis, and Web Site Metrics

Social media metrics

Learn, build relationships, promotion, manage reputation, improve customer service

Social media objectives

1) Listening Stage 2) Set Social Media Objectives 3) Define Strategies 4) Identify the Target Audience 5) Select the Tools & Platforms 6) Implement & Monitor the Strategy

The Social Media Plan

Listen

The first action a marketing team should take when initiating a social media campaign is simple:

Inactives

Those who do none of these things.

Joiners

Those who maintain a social networking profile and visit other sites.

Critics

Those who post comments, ratings, and reviews of products and services on blogs and forums.

Creators

Those who produce and share online content like blogs, Web sites, articles, and videos.

Spectators

Those who read blogs, listen to podcasts, watch videos, and generally consume media.

Collectors

Those who use RSS feeds to collect information and vote for Web sites online.

Crowdsourcing

Using consumers to develop and market product.

Review Sites

Web sites that allow consumers to post, read, rate, and comment on opinions regarding all kinds of products and services.

Social News Sites

Web sites that allow users to decide which content is promoted on a given Web site by voting that content up or down.

Media Sharing Sites

Web sites that allow users to upload and distribute multimedia content like videos and photos.

Location-Based Social Networking Sites

Web sites that combine the fun of social networking with the utility of location-based GPS technology

Any tool or service that uses the Internet to facilitate conversations

What is social media?

Social Networking sites

allow individuals to connect - or network - with friends, peers, & business associates.

Microblogs

blogs with strict post limits. useful for disseminating news, promoting longer blog posts, sharing links, announcing events, and promoting sales

Virtual Worlds and Online Gaming

include massive multiplayer online games (World of Warcraft) and online communities (Second Life).

Profitable, entering

it is up to the marketers to decide if engaging in those conversations will be ________ and to find the most effective method of _________ the conversation

Conversationalists

post status updates on social networking sites and microblogging services such as Twitter.

Social Media Monitoring

the process of identifying & assessing what is being said about a company, individual, product, or brand

Stage 2 of Effective Listening

tracking brand mentions

Stage 1 of Effective Listening

without objective