Digital Marketing Chapter 9 Social Media 1

What is the Objective of Social Media

"to keep and create a customer"

virality

1 person watching video = x more views x = pf*n*pv pf= probability of forwarding N= number who receive or see forward pv= probability of viewing forward

Activity of Social Media Posting Model

1) Acquisition 2) Engagement 3) Loyalty

How to Attract Engaged Followers Through Owned Media

1) Alignment of incentives -"free gift for liking/following page" -got many followers, but many users were not interested in content -company should base appeals on value provided to followers 2) "strike the iron while its hot" -best to engage followers right after they make purchase or had positive company interaction

Measuring Loyalty

1) Conversion rate 2) Purchase frequency/likelihood

Five Steps for Creating a Social Media Plan

1) Determine objective 2) Choose social media platform(s) 3) Plant content 4) Distribute and promote content 5) Measure success

Pitfalls of Social Listening

1) Difficult to find all Company-Relevant mentions on social media 2) coding of sentiment- unrealistic to manually code each mention. usually done on software program. 3) questionable whether summarized sentiment score is even informative or useful. not best representation of general customer population's attitude about company

How to Get Company Social Media Posts to Show Up More

1) Have engaged followers 2) Earned media- exposure to company's content generated by agent activity external to company 3) Paid media

Content Types

1) Original Content 2) User-generated content 3) Co-created content 4) Curated content 5) Repurposed Content

Three Types of Customer-Facing Media

1) Paid Media 2) Owned media 3) Earned media

How Company Should Choose Social Media Platforms

1) Population characteristics of each platform 2) Nature of company-person interactions on platform

Measuring Engagement

1) Re-posts, re-tweets, re-pins 2) Likes/comments 3) Engagement rate -measures the percentage of users who have engaged with any piece of content within a given time period -measure the proportion of its followers who have clicked on, liked, commented on, or watched a video of any posted content

Downsides of Social Reputation Management

1) Requires significant resources. Must monitor around the clock. Consumers expect to receive a response within a few hours of their post. 2) Communication from company's social media profile is considered to reflect actions and communication from company itself (not just convo with a company employee)

Six Factors that Increase Conversations

1) Social Currency -share things that make us look good to others 2) Triggers -talk about things associated with things in our environment 3) Emotion -feeling deepens our connection -making us likely to share those feelings with others 4) Public -most likely to talk about things that are observable 5) Practical value -if it is useful or solves problem, its worth talking about 6) Stories -human nature to like stories -create story makes company protagonist

Components Specific in Social Media Style Guide

1) Tone -word choice is important, shows how company is perceived to customers 2) Legal -large # of legal restrictions -social media team should be well versed in social media legal issues 3) Response Guidelines -keep responses consistent with desired tone -must decide whether to: respond immediately, route them to another communication channel, provide refund, etc 4) Formatting Guidelines -details of caption length, image sizes, use of emoticons, grammar & more 5) Other useful Guidelines -list of company-owned social profiles -visual branding guidelines -terminology preferences -user-generated content preferences

Three Types of Value to Customers/Potential Customers

1) Utilitarian 2) Entertainment 3) Community

Why YouTube is Great for Utilizing First-Time Customers (primary)

1) Video is information-rich- messaging can be very persuasive in generating conversions 2) video has more potential for virality than most other media formats (not easy to achieve) *companies that effectively utilized YouTube to generate first time customers through viral videos have supplemented viral views with paid-for views

Measuring Social Listening (Pitfalls)

1) Volume -not all mentions are positive -total # of mentions may not effect total business performance 2) Sentiment -social listening software has automatic sentiment coding -automatic coding can be inaccurate (cannot detect sarcasm) -some companies are more prone to negative social media mentions (even high performing companies may end up with high % of social media mentions) 3) Changes in volume and sentiment -do not trust either metric as performance indicator - companies should look at the combination of volume and sentiment benchmarked by the past 4) Topic -topics being mentioned can be seen as a gauge of performance on a variety of dimensions

Reasons Companies Post to their Social Media Profiles

1) create a first-time customer 2) facilitate additional purchasing by previous/current customers 3) conduct SEO

Social Media Activties

1) creating content/posts for social media page 2) paid advertising on platforms 3) Reputation management

Factors that Prevent Posts from Creating First-Time Customers

1) social media platforms handicap posts from business entities. out of a million followers, only a hundred thousand may see post 2) incentives of users not compatible with facilitating customer creation ex) blendtech blenders destroying big objects dragged more attention to users than actually purchasing one

Measuring Reach

1) total # of likes/followers/etc -good for short term 2) follower growth %growth/decline of follower list 3) Impressions/Views -not every user will use SM platform frequently enough to see all content -SM platforms only show subset of potential content to viewers

Population Characteristics

Facebook (largest population) population density is important too- for younger people - Instagram and Snapchat

Posting for SEO Value- Facebook (primary)

Facebook valuable source of info for search engines- companies generate excitement and interest from customers Facebook is very large

Social Media Objectives

Find new customers through social media posts, social media ads, search engines Increase customer loyalty through social media posts, social media ads and social media monitoring Gain customer insights through social listening

Platform Synergies- Facebook and Instagram

Instagram- images and videos Images and videos perform good on Facebook

Platform Synergies- Facebook and Twitter

Twitter content is mostly text with some images Text content does not perform very well on Facebook. Companies skew content more toward images- can post to both platforms.

Paid Media

ability to distribute ad content only to SM users that are good targets/influenced by company ads can select ad targets through demographics, interests, behaviors, etc.

Paid Media

ads (social media, display) affiliate and paid search marketing advertisers choose target, specify budget & bid amount, create ad copy, run ads, and platform reports results company must advertise and also post frequently on social media platform (users will check if company is posting regularly, and if not, will not follow)

User-generated content

any content created by platform users companies invite customers to create content around particular theme and then: 1) choose some of best submissions to be reposted by company 2) encourage customers to use particular hashtag so user content will be linked advantage: expands amount of potential content & personalizes connection with customers disadvantage: customers do not have incentive to respond to company's request for content- requires customer effort - request must have motivation company should be well versed in legal and ethical restrictions

Earned Media

any publicity company received from unpaid promotional efforts content shared/re-shared by social media users

Posting to Increase Customer Loyalty- Instagram (primary)

arresting image with creative caption-creates positive customer interaction- may spur future additional purchases

Instagram (Utilizing First-Time Customers) (secondary)

can do this indirectly does not allow clickable links on images or captions must navigate to company's bio for link companies can only direct purchases through ads does not handicap corporate accounts- will still maintain high level exposure with users has thriving influencer population - promote company or products. influencers may require payment or free products. *are critical*

Social media monitoring

companies should respond to positive and negative comments responding to negative comments shows company strives to fix problems and can prevent more negative events from occurring

"social listening"

company analyzes data produced by conversations to gain insight on customer thoughts and sentiments about company measures strength of brand's associations & customer sentiment for brands scrapes all public mentions of company from social media platform codes all mentions as positive, negative or neutral summarizes average sentiment being expressed about company (18% positive, 63% neutral, 19% negative)

Owned Media

company controlled properties website social media profiles email marketing

Platform Synergies

company uses content from one platform and uses same content on other platforms (with small adjustments such as image size and captioning)

Repurposed content

created by company for another purpose (content for an ad campaign or pamphlet) also original content makes better use of limited resources keeps company messaging consistent across multiple channels

intrinsic motivation (user-generated content)

either feel close connection with company or consider creating content fun

Utilitarian Value

if customer receives discount from company on social media for product they want product tips, longer form training, education, information about products of interest product-focused posts (can lead directly to fulfillment of customer creation or repeat purchase) disadvantage: users may tire of content, even if contains various types ex) deals/discounts contests/drawings useful ideas/practices product updates training/education

Platform Synergies- Pinterest

image-based, but is only one part of a Pinterest pin- other parts of Pinterest pin require attention and effort (not great synergies)

Media Types on Instagram

images & video does not give same preference to video over images company should post whichever media engages customers better same goes for Snapchat

Posting to Increase Customer Loyalty-Snapchat (primary)

increase bran equity in customer's minds & induce additional purchases

Media Types on Facebook

live video, (edited) video, GIFS, images and plain text. Live video = 2015 -gives ranking precedence to live video because it is dynamic -difficult to produce, require a lot of expertise and preparation- most companies do not use Facebook ranks video above images and plain text - but with low production values it does more harm GIFs and images receive better rankings than text

Earned Media

mentions of company created by entities outside company primary goal of improving search engine rankings social media sharing direct traffic search engine optimization press coverage

Advantages of Social Media Advertising

more info on users = more precise targeting social media ads show up in feed (engagement rate on ads is higher than on Google's display ad network) social media offers more ad engagement options

Distribution of Social Media Content

most important aspect of social media activity company must attract engaged follower to its owned social media profiles

Posting for SEO Value- Twitter (secondary)

most of info is publicly accessible

Posting to Increase Customer Loyalty

most successful when customers are already followers social media improves customer's brand perception- leads to greater engagement and purchase frequency platforms determine likeability of posts based on level of interaction generated from posts (since most company posts are handicapped by platforms, followers may not see posts) -posting videos is good because views count as interaction & more easily generated by 'likes' or re-shares

Original Content

originally belongs to company company retains complete control over messaging and creative content of posts not limited to outside entities

Posting to Create First Time Customers

paid-for distribution will be needed to supplement the "free" posting companies have to pay to boost a post on Facebook so it will be shown to more followers

Viral Video Ad Persuasive Test (Virality vs Persuasiveness)

participants watched a viral video ad -video randomly assigned -control/ decoy video assigned to half of participants measured purchase intention for brand and a decoy brand (indicates persuasiveness of video) compared persuasiveness to virality -396 different viral videos using over 24,000 participants

Entertainment Value

people mainly use social media for amusement can build brand equity, customer loyalty and repeat purchases - if company has high entertainment value on SM ex) humor insider knowledge (tidbits of info about inner company workings) news from company icon (posts from iconic company founder/other company executive

Community Value

people value connections with brands brand consistent posts- will strengthen connection

Scheduling Social Media Content

post before followers are most active- maximizes likelihood content will show up higher in stream also should vary times to make content is seen by different viewers optimal posting time varies on weekdays and weekends should schedule posts on social media scheduling software (Hootsuite, SproutSocial) scheduling software is critical for smaller companies that do not have resources to have social media dedicated employees -companies can spend one day/morning and determine content for the week, schedule content and then work on other marketing channels for duration of week

Curated content

post content created by another entity retweeting a tweet should only be small proportion of content

Media Types on Twitter

post videos, images or text does not prefer one media type over other

Reputation Management

primary platforms of choice- Yelp and TripAdvisor companies should encourage customers to review them on these sites and respond to reviews on the sites secondary site: Twitter -quick and easy communication between company and customer &LinkedIn -customers will look to first when investigating potential contract

Advertising on Social Media

primary: most companies will start with Facebook because of size & most customers use it primary: Instagram is owned by Facebook- companies who advertise on FB can easily test whether IG ads are beneficial secondary: YouTube can be expanded to run anywhere else on Google's ad network. FB video ads have better engagement rates

sufficient extrinsic motivation (user-generated content)

receive a discount or entry into a drawing in exchange for submitting content

Posting for SEO value

relatively small effect only recommended when 1) company is doing everything it can to optimize SEO on more important factors 2) if company depends on local search results still should be secondary social media activity social media signals have large influence on local search rankings - can earn large portion of traffic

Social Listening

requires use of social listening software such as CrimsonHexagon, SproutSocial, Nuvi train the listening software on the words and phrases the company wishes to track

Nature of Social Media Interactions

social media platforms have different user experiences

Posting to Increase Customer Loyalty- LinkedIn (secondary)

strongest leadership- JP Morgan Chase/ Goldman Sachs - must continuously post in order to maintain perception of expertise

Posting to Increase Customer Loyalty- Pinterest (primary)

users respond well to content reminding them of ways to use company's products/informing of other company products

Platform Synergies- Facebook and YouTube

video production is expensive, but is information-rich (so ROI is high) if company produces high quality video can be posted to both platforms

co-created content

yield benefits for both participating brands both brands get exposure to other's followers especially widespread on YouTube helps result in content unique from solo creator's content must continually create unique and appealing content