Chapter 18- Social Media Marketing
What are the reasons for recent popularity of mobile marketing
- Low barrier to entry: Effort to standardize mobile platforms has resulted in a low barrier to entry. -Consumers are acclimating to privacy & pricing policies. -Effective at garnering consumer attention in real-time: because people carry their smartphones at all times. -Mobile marketing is measurable: metrics & usage statistics make it an effective tool for gaining insight into consumer behavior. -In-store notification technology- can send promotional messages based on real-time interactions. -Higher response rate than traditional media types.
List the social media tools : consumer & corporate-generated content.
-Blog Corporate blog Noncorporate blog -Microblog -Social networking sites -Media sharing sites -Social news sites -Location-based social networking sites -Review sites
List the Social Media Metrics
-Buzz -Interest -Participation & engagement -Search engine ranks & results -Influence -Sentiment Analysis -Website metrics
Explain the 6 categories of social media users.
-Creators: Produce & share online content like blogs, websites, articles, & videos. -Critics: Post comments,ratings, & reviews of products & services on blogs & forums. -Collectors: Use RSS feeds to collect information & vote for websites online. -Joiners(rookies): Maintain a social networking profile & visit other sites. -Spectators: Read blogs, listen to podcasts, watch videos, & consume media. -Inactives: Do none of these things. -Conversationalists: People who post status updates on social networking sites & microblogging services. * These classifications help marketers understand who is using social media & how to engage them.
Explain build relationships & awareness
-Engage in conversations & answer questions candidly.
Explain Promote Products & Services
-Getting customers talking about products & services will translate to sales.
What are the social media implications for marketers
-Marketers must realize that they often do not control the content on social media sites. *Customers share their thoughts & experiences. * A great ad campaign is not enough, the product or service must be great too. -The ability to share experiences quickly & with such large numbers of people amplifies the impact of word of mouth in a way that can affect a company's bottom line. -Social media allow marketers to listen. -Social media provide more sophisticated methods of measuring how marketers meet & interact with consumers than traditional advertising does. -Social media allow marketers to have much more direct & meaningful conversations with customers.
Explain the virtual worlds & online gaming
-Massive multiplayer online (MMO) games. (world of Warcraft, destiny, & eve online) -Competitive online games (league of legends, over watch, & street fighter V) -Online communities ( or virtual worlds) (Second Life, Poptropica, & Habbo Hotel)
Explain listen & learn
-Monitor what is being said about the brand & competitors, glean insights about audiences. -If company has a listening strategy, this objective is already accomplished.
Explain the Types of Social Commerce
-Peer/to/Peer sales platforms: Like E bay & Etsy -Social networking websites driven by sales: Like Pinterest & Twitter). -Group buying platform : Like Groupon & Social Living -Peer Recommendation Sites: Like Yelp & JustBoughtIt. - User-curated shopping sites: Like The Fancy & Lyst. -Participatory Commerce platforms : Like Kickstarter & threadless. -Social shopping sites-Like Motilo & GoTryItOn. -Shoppable videos-Like retailers like Burberry & Diesel.
Explain Manage your reputation
-Respond to comments & criticism that appear on blogs & forums.
Explain the common mobile marketing tools:
-SMS (short message service): 160 character text messages sent to & from cell phones. - MMS (multimedia messaging service): similar to SMS but allows attachment of images, videos, ringtones, & other multimedia to text messages. -Mobile website (MOBI and WAP website): designed specifically for viewing and navigation on mobile devices -Mobile ads: visual advertisements integrated into text messages, applications, and mobile websites -Bluetooth marketing: a signal sent to Bluetooth-enabled devises, allowing marketers to send targeted messages to users based on their geographic locations -Smartphone applications (apps): software designed specifically for mobile and tablet devices Apps *Perform platform-specific or convert existing content to mobile-ready format *Can generate buzz and customer engagement
How consumers use social media? & who uses what?
-Young adult singles use Match.com, OkCupid, & Tinder -Teens use Snapchat, Instagram, Twitch, & Tumbler -Older teens & adults use Facebook.
What are 5 steps to help gauge the effectiveness of social media effort.
1) Identify your key performance indicators (KPIs) 2) Align your social media goals with your business objectives. 3) Set up Google Analytics to track conversions. 4) Assign values to your KPIs (such as lifetime value or average sales) 5) Benchmark against your competitors.
Which of the following is an example of an owned media?
A retweet of a promotional message from a company.
what is social media?
Any tool or service that uses the internet to facilitate conversations. -It can also be defined relative to traditional advertising like television & magazines, but social media offer a more 1-to-1 interaction with customers.
Which of the following is not a social media matrix?
Asana
Explain blogs
Blog- A publicly accessible web page that functions as an interactive journal, whereby readers can post comments on the author's entries. *Blogs allows companies to create ocntent which build trust & a sense of authenticity in customers. 2 types of blogs: a) Corporate blogs: Blogs are sponsored by a company or one of its brands & maintained by one or more of the company's employees. - Many companies have moved away from corporate blogs in favor of Facebook, Twitter, or Tumbler. b) Noncorporate blogs: Independent blogs that are not associated with the marketing efforts on any particular company or brand. * Contain information not controlled by marketers.
Explain Microblog
Blogs with strict post length limits. -Twitter is most popular microblogging platform. -Effective for breaking news, sharing links, announcing events, promoting sales, etc.
How should companies respond to what is being said about them?
By engaging in social media monitoring.
Explain Location-based social networking sites.
Combine the fun of social networking with the utility of location-based GPS technology. -Location-based micro networking as a game: Users earn badges & special statuses based on their number of visits to particular locations. -Foursquare updates can be posted to linked Twitter & Facebook accounts for followers & friends to see.
How should companies approach getting into social media?
Companies should start with a strategy before diving head first into social media. 1) Start with a marketing or communications plan. 2) Situation analysis, objectives, & evaluation are still essential.
Explain the Listening System
Developing an effective listening system is necessary for understanding & engaging an online audience. -Social Media Monitoring: The process of identifying & assessing what is being said about a company, individual, product, or brand. * Can involve a sentiment analysis or text mining-specific keywords on social networking websites, blogs, discussion forums, & other social media. Failure to respond to criticism leads to a larger crisis.
If a company is hiring new people, what social media platform should they advertise the position to be most effective?
LikedIn
Which step helps marketers understand how social media is being used?
Listen to customers
Marketers can categorize media types into owned, earned , & paid media but how do we leverage all 3 types?
Owned- Purpose of owned media is to develop deeper. Earned- Media is earned through word-of-mouth or online buzz. Paid- Similar to marketing efforts that utilize traditional media. To leverage all 3 types, marketers must: -Maximize owned media by reaching out beyond their existing websites to create portfolios of digital touch points. - Public relations do not translate to earned media, instead listen & respond to stakeholders. - Paid media must serve drive customer engagement & expand into emerging channels.
Which of the following is an example of social media news sites?
__ allow users to share their opinions on their experiences are:
Review sites
SMS stands for __________________.
Short Message Service
Why is it essential to implement and monitor the strategies in social media?
Social media can be very fluid in nature.
What are the considerations when setting objectives for social media?
The organization should develop a list of objectives for its social media team to accomplish. Considerations when setting objectives: -Listen and learn -build relationships and awareness -promote products and services -Manage your reputation -Improve customer service.
Which of the following statements is true? -use of mobile technology has been increasing -use of mobile technology has been decreasing -Use of mobile technology has remained unchanged. -No definitive statement can be made about the use of mobile technology.
Use of mobile technology has been increasing
Explain Improve Customer Service
Use social media to search out displeased customers & engage them directly to solve their issues.
Explain Review sites
Websites that allow consumers to post, read, rate, & comment on opinions regarding all kinds of products & services. - According to Nielsen Media Research, more than 70% of consumers seek opinions before buying, & 82% percent of Millennial's do. Online reviews are important for marketers hoping to influence consumers in the early stages of the purchase cycle who don't yet have an established plan for what & how to purchase. -By giving marketers the opportunity to respond to their customers directly & put their businesses in a positive light, review sites certainly serve as useful tools for local & national businesses.
Explain Social Networking sites
Websites that allow individuals to connect-or-network-with friends, peers, & business associates. - A company may create a brand-specific social network or community. -Facebook can help brand increase its social media presence & optimize search engine results. -LikeIn is used primarily by professionals who wish to build their personal brands online & businesses that are recruiting employees & freelancers.
Explain Social News sites
Websites that allow users to decide which content is promoted on a given website by voting that content up or down. - Marketers have found that these sites are useful for promoting campaigns, creating conversations around related issues, & building website traffic. -If marketing content posted to a crowd-sourced site is voted up, discussed, & shared enough to be listed among the most popular topics of the day, it can go viral across other sites, & eventually, the entire web.
Explain Media sharing sites
Websites that allow users to upload & distribute multimedia content like videos & photos. -Photo sharing sites allow users to archive and share photos. -Video creation and distribution have gained popularity among marketers because of video's rich ability to tell stories. -A podcast is a digital audio or video file that is distributed serially for other people to listen to or watch.
Social commerce
a subset of e-commerce that involves the interaction and user contribution aspects of social online media to assist online buying and selling of products and services. *social commerce sites: -Include ratings & recommendations -Help consumers make more informed decisions on purchases & services.
Those that produce and share online content are called:
creators
Which of the following is NOT true in explaining the growth of mobile technology?
marketers of all kinds of product promote the use of smart phones.
_______________ sites allow users to upload and share media files like pictures and videos.
media sharing
Which of the following is not a category of media? -owned -earned -received -paid media
received
How do marketers measure the efficacy of social media?
social media matrixes
Explain the various Social Media Metrics
•Buzz: volume of consumer-created buzz for a brand based on posts and impressions, by social channel, by stage in the purchase channel, by season, and by the time of day •Interest: number of "likes," fans, followers, and friends; growth rates; the rate of virality or pass along; and change in pass along over time •Participation and engagement: number of comments, ratings, social bookmarks, subscriptions, page views, uploads, downloads, embeds, retweets, Facebook posts, pins, and time spent with the social media platform •Search engine ranks and results: increases and decreases on searches and changes in keywords •Influence: media mentions, influences of bloggers reached, influences of customers reached, and second-degree reach based on social graphs •Sentiment analysis: positive, neutral, and negative sentiment; trends of sentiment; and volume of sentiment •Website metrics: clicks, click-through rates, and percentage of traffic
what are widgets?
•Called gadgets and badges •Run within existing online platforms •Allow customers to display company information on their own websites or smartphone home screens •Cheaper than apps to develop •Extend reach beyond existing platforms
