MKT 497 Exam 1
Why do customers use social media?
-Affinity -Personal Utility -Contact comfort and immediacy -Altruism -Curiosity -Validation
Benchmarks
-Can be internal and external
Positive aspects of social media
-Connect with others -express ourselves -Education
Validation
-Eliminate self-doubts -get feedback on appearances and opinions -manage impressions
Segmenting the market
-Geographic -Demographic -Psychographic
Personal Utility
-Information seeking -Incentive seeking -Entertainment seeking -Convenience seeking
What is something companies need to work on?
-Many companies can't measure ROI for the organic media activities -M any companies want to improve their google analytics knowledge
Altruism
-Social media as a way to do good -spread the word for donations or service -spread the word about unacceptable behavior -express moral beliefs
What goals should you set?
-Start with overall Marketing Plan -Creating a social media platform
Affinity
-acknowledges a relationship with someone -can acknowledge a liking of something -form friendships -feel like they belong
-broadest age range of users
Negative Aspects of social media
-can lower self-esteem -Can increase body image concerns -can increase jealousy
Consumers want to
-exchange information -collaborate with others -have conversations
Curiosity
-gain knowledge -stimulate intellectual interests -learn about others
How can engagement positively impact your business?
-get feedback -find leads -link steps in the buying process -change brand perception
youtube
-good for longer videos -how to videos
-has younger population but mainly older people -brb relationships -hiring people
How do we use social media data?
-much is provided automatically or is easy to get
-photos and videos -younger generations
-predominately for text -b2b industry
Tables
-presentations of numbers -excel is one big table -makes your tables easier to read with borders and clear headings/labels
What does sentiment analysis do?
-provides audience insight -supports customer service -Informs corporate messaging -Analyze product reviews to inform product features; strengths and weaknesses
What do consumers want?
-real people to talk to -personalized attention -responsiveness -solutions to problems
Identifying your target market
-should be social media specific -might involve creating a buyer or audience persona
Deduction
-start with a goal -how will you know if you have achieved your goal? -Determine what to measure -Measure it and track progress towards goal
Induction
-start with your data -try to uncover patterns -try to figure out what caused the patterns -what kinds of posts are good
Impressions
-the number of times a post was displayed -doesn't mean they saw it
Graphs should have
-title -axis labels -units of measurement ( people, revenue, sales) -Use color, use a pattern -remove horizontal lines
-visiual elements -good for interior designs -good for recipes -if you are a restaurant you should use pinterest
Contact comfort and immediacy
-we want to feel close to others -the network is there and easily available -people expect brands to respond quickly
Snapchat
-younger generation -hard for marketers to use -images and photos
Types of Games
1. Casual/Social Games example: pop up ads to earn another life 2. Core Games example: gamers
Social media analytics report contents:
1. Identify opportunities 2. identify problems
3 major types of categorical data
1. Nominal data: categories/spacing, sequence, doesn't have meaning -example: no meanings, sales, operation, engineering 2. Ordinal data: sequence has meaning, but not a lot of information in between the spaces -example: 1st, 2nd, 3rd 3. Interval data: spacing and sequence has meaning -you can break time in intervals -example: 0-200, 201-400
Types of Content
1. Paid Media: anything paid for, social media ads, influencers 2. Earned Media: least amount of control over, publicity, activities other people do to promote your business (likes, reposts) 3. Owned Media: have a lot of control over, website, Facebook page, blog 4. Organic Content: happen naturally, unpaid, like/share/retweet
Social Media Strategic Planning Process
1. Situation Analysis (SWOT) 2. Segment the market 3. Identify your target market 4. Identify Objectives 5. Select social channels 6. Create an experience strategy 7. Execute and measure outcomes
Purpose of social listening
1. Understand the customer •Improve customer experience •Uncover industry-wide issues that you can address •New product ideas 2. Understand consumer perceptions •In comparison to your competitors •Of your campaigns 3. Learning for the future •Find leads that you can develop into relationships for social selling •Identify influencers and advocates •Create content your audience craves •Generate ideas for new marketing campaigns
Preparing to listen
1. What to monitor? •Your brand name and handles •Your product names •Your competitors' brand names, product names, and handles •Industry buzzwords •Your slogan and those of your competitors •Names of key people in your company and your competitors' companies (your CEO, spokesperson, etc.) •Campaign names or keywords •Your branded hashtags and those of your competitors •Unbranded hashtags related to your industry
Communicating numbers
1. determine your message and the data necessary to communicate it 2. Determine if a table, graph, or both is needed to communicate well 3. (if you need a graph) -determine the best way to encode the variables 4. Determine where to display each variable 5. Determine the best design for the remaining objects 6. Determine if particular data should be featured
What is a channel?
A medium used by a company to inform consumers about products and promotions -the path it takes to get to point A to point B
Types of Marketing Channels
Advertising Channels, Digital Channels, and Social Media Channels
Facebook is mainly what B2B or B2C?
B2C
What is the purpose?
Check in with progress toward goals, Anticipate problems/opportunities, set new goals
Social media posts are:
Free
Identify Objectives
Goals should be: -Specific -Measurable -Benchmarked: starting point -Have a timeline -Be realistic
Using the term Ad/advertising means?
It's paid for
Metrics
KPI -likes -comments -shares -new friends/followers
Nominal scales don't work well with:
Line Graphs -line doesn't mean anything
Intervals scales makes sense with what type of graph?
Line graphs
Klout score
No longer in use
Categories of Social Media?
Social communities Social Publishing Social Entertainment Social Commerce
Positive comments can be used for:
Testimonials
What is the goal of communicating numbers?
To help people quickly "get" the meaning in the data
Advergames
When a company creates a game example: chipotle scarecrow, they have an app (an example of owned media)
What is Social Media?
any tool or service that uses the internet to facilitate conversations
Social Music
branded playlists examples: coca-cola placelists, bmw app on spotify, toyota station on Pandora
Geotargeting
broader, like a zip code
What is some general advice?
build the report with the audience in mind, keep it focused, connect the metrics to strategy
Engagement
consumer-driven interactions with your brand -offline: attending events, completing customer satisfaction cards -online: follows, likes, retweets, comments, shares
Persona
describes your target, ideal customer -includes age, location, income, buying behavior, and life stage
Inactives
do none of these things
Some tips and instructions for Excel
don't adjust the axis -can be misleading -start axis at zero
As a brand, you want to:
educate support entertain
Social monitoring
gathering information about what's already happened rather than looking forward to determine future actions
A snapshot
gives an overview of trends across social channels
When to use bar graphs?
good for making comparisons such as planned vs actual performance
When to use line graphs?
good for showing trends such as patterns over time
engagements
likes, comments, shares, mentions, views
Joiners
maintain a social networking profile and visit other sites
Beaconing
narrow, like within a store
Geofencing
people in a defined area can be targeted with ads specific to their location
privacy paradox
people say they care a lot about privacy but don't actually behave that way -older people are more concerned about social media than younger generation
conversationalist
people who post status updates on social networking sites and microblogging services such as twitter
What is it about pie charts that people should know?
pie charts are overused -bar graphs usually work better to show parts of a whole
Critics
post comments, ratings, and reviews of products and services on blogs and forums
What is segmentation?
process of dividing a market into meaningful, relatively similar, and identifiable segments or groups
Creators
produce and share online content like blogs, websites, articles, and videos
Spectators
read blogs, listen to podcasts, watch videos, and consume media
Formatting graphs
someone should be able to understand your graph with no context
SWOT
strengths (internal) weaknesses (internal) opportunities (external) threats (external)
publishing
the outgoing messages your company posts on social media -if the brand is trying to interact with customers
Sentiment Analysis
the perceived positive or negative mood being portrayed in a social media post or engagement
Social listening
the process of monitoring social media channels for mentions of your brand, competitors, product, and any other ideas or themes that are relevant to your business
engagement
the subsequent interactions that happen between your company and other people -comes from the consumer only
Collectors
use RSS feeds to collect information and vote for websites online
Who is the audience?
you boss, your client, yourself/your team
Best practices
•Collaborate with customer service, content marketing, and product development •Benchmark your 'normal,' then watch for changes •Examine what your data is telling you—and take action
Tools for social listening
•Hootsuite •Talkwalker •Synthesio (Ipsos) •ReviewTrackers •Audiense •Brandwatch •Mentionlytics Reddit Keyword Monitor
What should data tell you?
•How many times was the search term found? •When was the search term found? •Where was the search term found? •Who mentioned the search term?
What are the tools and platforms of social media?
•Social networks (SNS) •Blogs •Microblogs •Media sharing sites (flikr) •Social news sites (yelp) •Review sites Virtual worlds and online gaming
