Chapter 9A: Social Media
Paid media marketing
- Involves paying a 3rd party to broadcast a business display ads or sponsored messages to social media users - Can be targeted to specific demographic groups on a social network. Benefits: - increases brand awareness with a targeted audience - drives immediate traffic to website - time sensitive messages such as gallery
Advantages of social media marketing:
- Marketers can create an opportunity to generate a conversation with viewers of the message. - Messages can be targeted to reach a specific demographic group.
Two primary objectives of social media marketers:
- Raise brand awareness - Drive traffic to a website to increase sales
Revenue is generated through:
- Retailer advertising - Sharing data about their members' likes and dislikes with retailers.
Consumers use social networks to:
- Share their experiences, b9th good/bad with others - Seek advice on how to use products more effectively
Viral marketing
An approach to social media marketing that encourages individuals to pass along a marketing message to others.
Social shopping platforms
Combine two highly popular online activities - shopping & social networking - Shoppers & sellers share information and make recommendations.
Two common methods of charging for paid media:
Cost per thousand impressions (CPM): billed at a flat rate per 1,000 impressions (a measure of the # of times an ad is displayed) - whether or not it was clicked. Cost per click: billed on a per click basis; - no charge when an ad displayed but not clicked on
Organic media marketing
Employs tools tailored for a particular social media platform to build a social community and interact with it Benefits: - strong and engaged social following - limited marketing budget - long-term gain with an active social presence.
Popular social shopping platforms:
Fancy, MyDeco, Pinterest, Polyvore, & Wanelo
Earned media
Refers to the media exposure an organizations gets through press and social media mentions, positive online ratings and reviews, tweets and retweets, and reposts (or "shares") - Volume of earned media is a factor in determining how high an organization ranks in Google's search engine.
Social networking marketing
The use of social networks to communicate and promote the benefits of products/services. - 37% of consumers say they use social media to find out about products/services
Page Rank
works by counting the # and quality of links to a page to determine a rough estimate of how important the website is. - assumption: more important websites are likely to receive more links from other websites. - a link to a page counts as a vote of support.
