Social Media Exam 1

7 myths of smm

#1-Social Media is Just a Fad #2-Social Media is Just for the Young #3-There is no Return on SMM #4-SMM Isn't Right for This Business #5-SMM is New #6-Social Media is Too Time-Consuming #7-Social Media is Free

big data

(the massive amount of data available from the digital clickstream) has broadened to include audio & video files. Using ...., marketers can engage in: Behavioral targeting Connection targeting Interest targeting Look-alike targeting Custom targeting Location targeting

passive strategy

-Search, listen and respond -A good way to start -Seek out mentions of your business, its competitors and the category of industry -Spend time listening to what people are saying -After achieving familiarity with the conversations, responses can begin -Simply saying thank you and answering questions is a great first step.

firm should plan to do smm

First, decide on goals and objectives. Develop a solid plan. Know the target audience and where to find them. Business to Business? (B2B) --LinkedIn & others Business to Consumer? (B2C) --Facebook & others

appealing video content

Follow the AEIOU rule: Authentic --Use real people in actual locations. Home Depot video channels provide good examples. Entertaining --People want enjoyable, fun content. Red Bull is a master at creating videos that engage viewers with all kinds of sports; the emphasis is on sports, not the energy drink. Intimate --its part of human nature to follow stories. A video that tells a story is more appealing, and creates a connection with the viewer. Dove launched the "Real Beauty" social media campaign with personal and compelling videos designed to bolster the self-esteem of tweens, teens, and young women. Offbeat and Unusual Videos that challenge a taboo or seem otherwise strange and unlikely can be highly popular; most viral videos feature these qualities.

b2c

For businesses specializing in consumer products or services Most social networks make it easy for members to like, share, or become fans of a brand. Emphasis must be "share-worthy" content. Focus on the places where people spend most time (now, Facebook). (See Table 5.5) For photo, image sharing, Instagram (Table 5.6)

Social Media Marketing

the process of gaining website traffic or attention through social media sites

marketing with microblogging

Twitter can assist in almost any marketing goal: Increasing brand awareness Connecting with customers Providing support Distributing information Identify influential people with common interests Create valuable relationships The principles learned here can be applied to other microblogging platforms.

credible

Two Sides: Building a reputation for knowledge & expertise (thought leadership); especially important for B2Bs Building a brand's trustworthiness (ready to share information and explain the rationale behind decisions; admitting mistakes, asking for understanding or support ---Jet Blue successful. ---Wal-Mart not, for many years.

authentic

Vital to success. The Internet spreads information faster than any other means of human communication, reaching around the globe (billions of viewers) in seconds. Deception is not a long-term strategy. ......implies conversing without forced attitudes or demeanor; inauthenticity is hard to describe, but easy to spot. --Communications must be professional & personable. --Honest responses will earn goodwill, trust.

brand posts are owned media

no advertising costs; Ads on social media platforms are paid media, usually pay-per-click (PPC) posts Since advertisers pay for media space, they get targeting options first. Brand pages generally have a limited set of targeting options, often: "everyone" or "your circles"

permission marketing

relies on attention being earned. Consumers consent to being marketed; examples: Opting into an email newsletter Following an account on Twitter Signing up for text message alerts organic social media -It requires earning attention from people who have a choice about whether or not to engage. -People tend to choose brands that are authentic, transparent, show care and empathy, respect consumers' time and opinions, and have a human presence online. -But firms cannot rely solely on permission marketing.; interruption must be included.

optimize for smm

to make everything from a user's profiles to her blog posts to her Pinterest pins as visible as possible to everyone on the platform and sometimes in search engine rankings. Difficult to optimize social content. Every platform is different. But many publishers on the web who provide information on the subject.

blog

A collection of the blogger's personal thoughts and ideas around a particular topic

best practice for developing a social media strategy

1. Start with a road map (your SMM plan): a. Identify your target audience & characteristics b. How will you interact with them? c. How will you measure the success or failure of your activities? d. How will you adjust to stay on track to meet your objectives? 2. Listen before you start interacting; listen strategically. 3. Welcome audience participation, feedback and collaboration. 4. Give the strategy an adequate amount of time to be built, and for resources to become successful. 5. Be flexible; Social media itself is constantly evolving.

content strategy

1. Strategy - strategy is key to any social media or content marketing effort. Strategy must be the key in developing strong content. 2. Format - a single piece of content can be deployed across many types. Email works well for entrepreneurs and small businesses, white papers for B2B, and so on. 3. Content type - Different types of content work well for different businesses. Quizzes work well for B2C and testimonials for B2B. 4. Platform - Content distribution platforms can be overpaid, earned, or owned media, that is, over the company's website, over a social network, or through an advertising platform. 5. Metrics - metrics help the marketer understand who is reading the content, when, the reach of the content, and other useful information. 6. Goals - Content should support the business and brand strategy. If you want more people to view your content, that objective is brand awareness. An engagement objective involves an engagement objective involves having people interact with content on the web and create their own content around a brand. 7. Sharing Triggers - What marketers do to encourage sharing; marketers use emotional and other triggers to create responses in the audience (although consumers do not like it if they believe they are obviously being manipulated). Funny and disgusting work as triggers for sharing videos. 8. Checklist - Before deploying, use a checklist ensuring that content is optimized for search, to support the firm's goals, and other factors.

3 main components of content marketing

1. The creation of the content based upon target audiences and personas 2. The dissemination of the content through appropriate channels to achieve marketing objectives 3. The measurement of the success of the content through the analysis of results Company strategy -> Brand Story -> Content -> Communications Chanel -> Measurement & Feedback

3 types of podcast content

1.Instructional 2.Informative 3.Entertainment

people spend time online

1.To connect with people 2.To get information, or 3.To be entertained.

listen and observe

1: Listen to conversations about a brand or company. 2: Listen to what people say about the competitors. 3: Listening to what people say about the industry or category. 4: Listening for the tone of the community. 5: Listening to different social media platforms and channels.

different uses for microblogging

2 main purposes 1.convey information 2.begin a discussion Book Twitter Power 2.0 describes 6 types of tweets: 1. Classic: "This is what I'm Doing Now." 2. Opinion: "This is What I'm thinking Now." 3. Mission Accomplished: "This is What I've Just Done." 4. Entertainment: "I'm Making You Laugh Now." 5. Question: "Can You Help Me Do Something Now?" 6. Picture: "Look at What I've Been Doing

audience targeting on facebook

At first, brands had to develop profiles, then fan pages, then were given the option of creating brand pages that had more features than personal pages. Then, several upgrades including targeting options. Initial targeting options for brand pages were demographic. Later, targeting by interests supplied by the brand Targeting options differ from one platform to another. Careful social media marketer understands the platform

benefits of marketing with social netowrks

A consequence of online social networks is the blurring of the line between business and personal life. Online sharing of popular interests is highly valuable to a social media marketer. The advantages of marketing with social networks: Find talent ---Build brand awareness ---Find new 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: Facebook's Coca-Cola page Marketers should consider the characteristics of the target audience, such as Consider the capabilities of the network Some firms worry that participating on social networks may invite negative comments

microblooging

Aform of blogging with significant limits on the length of posts, typically consisting of short sentence and links, usually140 characters. We will focus on Twitter as the primary application for marketing via microblogging. A related concept is MWOM (microblogging word of mouth) which can accelerate WOM communications; this is known as the Twitter effect. Twitter's stock price has fallen, but tweets will now be available on Google search, which should boost the profile of the platform.

how to create appealing video content

Best Practices for Video Marketing 1. Match the production techniques to the intent of the video. 2. Design and produce videos for mobile - first and always. 3. Design and produce videos for the platforms on which they are to appear. 4. Post your videos on multiple platforms and on your own website. 5. Optimize your videos to be found in search.

marketing benefits with microblogging

Communicating with (Potential) Customers --Blogs reward thoughtful posts and fully developed ideas. ---This makes blogs valuable in a broad variety of industries; every business has expertise to share. Word-of-Mouth Marketing WOM marketing may be more than twice as effective as traditional marketing --Blogging facilitates WOM marketing by: Making messages portable and easy to share --Creating new topics, like mini-press releases, for discussion Providing a center for conversation re comments & replies

why smm is different than traditional marketing

Control (traditional) vs. contributions (SMM) Trust building; be earnest, down-to-earth. Trust is slow to earn, but easy to lose. SMM is a unique combination of marketing creativity and technology.

smm planning cycle

Creating a social media plan is a continuous process Skilled SM marketers constantly monitor the progress of the plan's action elements: Modify them to improve results Test alternative approaches. ---Listening, Setting goals, Defining strategies, Identifying the target audience (market), Selecting tools, Selecting platforms and channels, Implementing, Monitoring, Tuning

global perspective

Cultural Differences How to Avoid Confusing Your Global Audience Google Translate

key objectives in SMM

Customer service Brand awareness Building brand preference Acquisition of new customer leads Loyalty programs

benefits of marketing with online videos marketing with online videos

Engaging Viewers, Larger audiences, Building Brand Awareness, Showcasting the Product, Generating business leads, Leading video platforms

how ad targeting works on sm platforms

Facebook is one of few platforms that make ad targeting options visible on personal profile pages; explore them. Others offer targeting to advertisers; Twitter offers: -Follower targeting with choices including followers of competitors and similar audiences -Behavior targeting that uses data from Twitter business partners about online and offline product-related behaviors -Keywords that are used in twitter searches or in Tweets Event targeting: Twitter furnishes a global event calendar, provides audience data from last year's event, and enables targeting of the audience for the current year's event and MORE

goals and objectives

Goals must be flexible in light of new developments. Unintended benefits may be discovered The generic concepts of SMM are: (REMEMBER) Exposure Engagement Influence Impact Advocacy This is a progression that may parallel the purchase journey itself.

3 step persona development cycle

Identify personal roles List needs and situational triggers Create messaging objectives

linking goals with a call to action

In order to measure success, you must define what someone's desired action would be - your "call to action." Getting to the sale is the final step: Click on blog post from Twitter or Facebook Sign up for email newsletter Sign up for webinar (collect contact info) Have salesperson call Purchase Convert the customer to a brand advocate

consumer use of video

Mobile and time-shifted video are the trends marketers must accommodate. .Use of mobile & video is growing rapidly. Re B2B video marketing: ---In 2010 Forbes found senior executives watching more video, more often, sharing with colleagues, and taking action based on video content. For B2B video marketing, remember: ---Video can be especially useful for the small business that needs awareness and reach, but lacks a large budget. ---Executives are people, too! The growth of video viewing in the general population makes a strong case for growth in the business community.

webinars

Resemble a conference or seminar. Conducted live over the Web; interactive To attend, the listener calls a phone number or listens live on a computer's speakers by accessing the webinar through the Internet. Webinars are typically B2B marketing activities. Webinars sometimes contain a visual aspect: a slide show presentation or live-stream video; the material may also be streamed. Most last 1-2 hours.

network theory

Showing networks of connections. ..... explains how traditional word-of-mouth (WOM) advertising became eWOM marketing, allowing information to be transmitted rapidly. Central node: Some people are more influential online because they are central to groups sharing information. Firms may align with influential bloggers or key users whose opinion is respected.

resourceful

Solve customer service questions, or deal with complaints (JetBlue using Twitter). Get Satisfaction allows visitors to share feedback and ask questions; users can vote up or down others' suggestions. Most important in B2B marketing; examples are Jeff Bullas and Cheryl Burgess

video streaming in the smm mix

Streaming video is a live video broadcast shared over the Internet. Marketers are incorporating streaming into their social media plans as apps (Periscope, Meerkat) have allowed easy sharing of video streams. Best suited to live, interactive content Viewers can comment on the video and what is happening in the moment. Streaming is best done when shared online and when other forms of social media are also used to interact. Legal issues include possible video piracy, but the benefits for marketers are clear.

participatory

Successful brands are .... They interact with the community, answer questions and thank those who respond Brands may create their own communities, but in most cases, there are existing communities whose trust can be earned by showing interest and participating. --Respond to blog comments, tweets or FB posts that mention the brand. --Taco Bell is a leader in the use of social media.

Listening Centers

The National Football League listens to Super Bowl conversations In 2015, 24.8 million game-related tweets Cisco demonstrates the importance of social media listening in B2B marketing Monitoring the who, what, and where of social media about Cisco, and current trending topics.

active strategy

The marketer creates content and engages in conversation through different SM channels: -Actively creates and builds social media profiles -Connects with key influencers -Starts or participates in conversations -Many brands jump to step two without understanding their audience or their preferred interaction. Consider starting slow with the passive strategy.

targeting process in smm

The most common characteristics marketers use to identify and profile target markets are demographics, geographics, and lifestyles or psychographics. Identifying and segmenting the target market is a key marketing activity. But the marketer wishes to reach a single market segment, not the entire market.

b2b

The most dominant B2B platform is LinkedIn. 81% of B2B marketers use 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. A new status and newsfeed feature for sharing

targeting in smm

The right person to get The right content At the right place At the right time In the right format In the right language On the right device

forrester social technologies ladder

This Profile consists of the following personas: Creators Conversationalists Critics Collectors Joiners Spectators Inactives

white label social media 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

interruption marketing

Traditional marketing Firms purchase the right to interrupt people and demand their attention -TV advertising, magazine ads, billboards, pop-ups, radio ads, etc. are created to interrupt the viewer at what he or she is doing These marketers need not worry about whether a consumer wants to see their ads -Viewers realize that ads are part of the cost they pay in order to consume media content is focused around selling a product or service that provides value to the target market. -Goal of the ad is to showcase the product, reduce information search costs, create a persuasive case for purchase. -Effective placement of the ad is necessary. Media scheduling seeks the target audience. The problem is that people are already bombarded by ads (5,000/day).

owned media

corporate website, campaign microsite, blog, brand community, Facebook fan page, mobile, etc.

owned media

corporate website, campaign microsite, blog, brand community, facebook fan page, mobile, etc

smm plan

details an organization's social media goals and the actions necessary to achieve them. Understanding corporate and marketing strategies and the creation of promotional strategies

paid media

traditional advertising - print, radio, television, display, direct mail

paid media

traditional advertising - print, television, radio, display, direct mail, paid search, retail/channel

earned media

word of mouth, Facebook comments, Twitter (@ mentions, @ replies), Vines, Blogs, forums, review sites

earned media

word of mouth, facebook comments, twitter (@mentions @replies), vines, blogs, review sites