Ch 5 Social media platforms and social networking sites

Benefits of marketing with social networks

-a consequence of online social networks Is the blurring of the line between business and personal life -previously, only celebrities and politicians could expect public scrutiny of their actions -now much personal information can be found on the internet -online sharing of popular interests is highly valuable to a social media marketer

Marketing with social networks

-a firm that wishes to market social networks must: 1. decide on goals and objectives 2.develop a solid plan 3. know the target audience and where to find them -business to business (B2B) -business to consumer (B2C) facebook and others

Benefits of marketing with social networks

-consider the capabilities of the network -remember that people participate primarily to connect with friends, not to search new products -if messages are engaging and valuable they will be welcomed, and draw in new customers -some firms worry that participating on social networks may invite negative comments -a social network profile concentrates such comments in one place for easy response

Top 15 Social networking sites worldwide

-facebook -youtube -instagram -twitter -reddit -vine -pinterest -ask.fm -Tumblr -flickr -google plus -linkedin -VK -classmates -meetup

Marketin with social networks business-to-business marketing

-first complete the member profile (cont) -most useful features are group and answers -groups can be private or open, join or form your own -joining can be a quick way to build contacts -groups also have discussion boards; important to follow the rules of online etiquette -to find a more targeted audience, participate on answers, members pose questions; contributing valuable, well-considered answers can draw in business leads -interact under a personal account rather than a company or brand name

Marketing with social networks business-to-consujmer marketing

-first start an account (cont) -to gain viewers for a page, put links to it on other websites and email signatures, business card and outgoing communications -user shorter "vanity" URLs, run contests or offer discounts -groups are useful, but no FB the groups functionality presents problems -mass messaging may be blocked -niche marketers and small firms might consider groups -consider FB places which allows users to check in -FB ad tool can be specified for demographics

Marketing with social networks business-toconsumer marketing

-first start an account, do not create a profile -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 companys style and values, but provide some content distinct from the firms primary website -update frequently with new content, but not more than 3 times per day -quality not quantity, relevant and engaging -check the pages of your competitors, what are they doing?

list of social media platforms

-importantly, social media users are fickle or inconsistent -for profits, social networks must either rely on the advertising (Facebook) or subscription (linkedin) -top networking sites have changed with new generations -instagram appeals to millennial and generation after them (gen 2) -social network appeal to the young, to business professional and women -social networks are primarily organized around people, not interest

The future of social networks

-large networking sites set social media trends and thus are worth developing a presence on -many niche social networks have survived and thrived by catering to specific interests -raverly, for those with a passion for knitting -my own car show, for hot-rod and antique car enthusiasts -the age of social selling has arrived

Marketing with social networks business-to-consumer marketing

-most social networks make it easy for members to like, share, or become a fan -emphasis must be "share-worthy" content -focus on the places where people spend most time (now, facebook)

Life of social media platforms

-social networking is based on network theory -traditional word-of-mouth (WOM) advertising became eWOM marketing, allowing information to be transmitted rapidly -some people are more influential online because they are the central node to groups sharing information -firms may align with influential bloggers or key users whose opinion is respected

Benefits of marketing with social networks

-the advantages of marketing with social networks: -find talent -build brand awareness -findnew customers -help conduct brand intelligence and market research -the best marketing with social networks comes from the customer or fan base, not the firm -example: facebooks Coca Cola page

Marketing with social networks business-to-business marketing

-the most dominant B2B platform is 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 -use introductions to expand a network and broaden the base of connections available

Why use a 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 with social networks

-when selecting a SM platform, marketers should consider the characteristics of the target audience, such as: -is the target consumers or professionals? -where do they Hang out? -is my product visual? -are my consumers content oriented? -do they like to collaborate? -are product demonstrations needed?

Life of social media platforms

1. social networking sites (facebook, linkedIn) 2. microblogging sites (twitter, Tumblr) 3. publishing tools (Wordpress, blogger) 4. collaboration tools (wikipedia, wiki travel) 5. rating/review sites (amazon ratings, Angies list) 6. photo sharing sites (Flickr, instagram, pinterest) 7. video sharing sites (youtube, Vimeo, viddler) 8. personal broadcasting tools (blog talk radio) 9. virtual words (second life, world of warcraft, farmville) 10. location-based services (check-ins, facebook places, foursquare, yelp) 11. widgets (profile badges, like buttons) 12. social bookmarking and news aggregation (Digg, delicious) 13. group buying (Groupon, living social, crowdsavings)

Best practices for social media platform marketing

Rule 1: develop clear objectives Rule 2: understand and monitor metrics Rule 3: know the audience Rule 4: Communicate with your audience in the most appropriate way Rule 5: keep search in mind