Social Media Marketing (SMM) - Test 1
Brand advocates (methods to grow brand)
#1 in US, UK, Brazil, and China: Word-of-Mouth
podcast formats
- presentation - Q&A - co-hosted(similar to talk show radio)
why SMM is different from traditional marketing
-Audience contribution (releases control) - trust building
Forester social technologies ladder (level of engagement)
-Creators: 24% -Conversationalists: 33% -Critics: 34% -Collectors: 20% -Joiners: 59% -Spectators: 70% -in-actives: 17%
podcast content
-Instructional -Informative -Entertainment
Types of goals
-business objectives -marketing objectives -social media objectives -campaign/platform specific
social media marketing aspects
-chance of creating viral content/buzzing content -building ways for fans of brand to promote a message -based on online conversations -part of larger media ecosystem: -Paid media: Advertising -owned media: org's website, blog, etc. -earned media: comments, customer reviews, word of mouth
components of content marketing
-creation of content -dissemination of content -measurements of success
benefits of podcasting
-share information -demonstrate expertise as thought leader -human voice/face to a brand -independent revenue
demographics of podcasting
-skewed more male (56%) -Majority of ages 12-54 years old -popular w/ millennials and gen X -most users have college degree and 1/3 have a graduate degree -1/2 make $75000 or higher
8 C's of strategy development
1) Categorize by target market 2) Comprehend rules of platform 3) Converse (contributor, not promoter) 4) Collaborate (building relationships) 5) Contribute 6) Connect w/ influencers 7) Community participation 8) Convert relationships
types of tweets
1. Classic "What i'm doing" 2. Opinion 3. mission accomplished 4. entertainment 5.question 6. picture 'LOOK at what I've been doing"
purposes of microblogging
1. Convey information 2. Start discussion/participate in ongoing discussion
Persona Development Cycle
1. Identify roles 2.list their needs and situational triggers 3.create messaging objectives for each persona 4.
Creating social media plan steps
1. Listen: to environment, competition, industry, targets, social media, etc. (listening centers) 2. Goals: set goals and conduct SWOT 3. Strategies: support goals 4. Target audience: identify 5. Tools: select tools, platforms, and channels 6. Implement: select/create tactics and put in place 7. Monitor 8. Tune: adjust and improve elements
social media marketing myths
1. SMM is a Fad 2. SMM is for the younger generations 3. There is no return for SMM 4. SMM doesn't fit the business 5. SMM is free 6. SMM is time consuming 7. SMM is new
Chris Lake & periodic table of content marketing
1. Strategy 2. formats 3. content type 4. platforms 5. metrics 6. goals 7. sharing triggers 8. checklist
social media marketing targeting process
1. define target markets 2. create personas for each 3. develop media plan for each persona 4. optimize media schedule and posts
Pod-father
2004- Adam Curry
what is a persona?
A representation of the actual people that make up an organization's customers
social media marketing
Complex marketing. How does the right person get the right content at the right place at the right time in the right format, language, or device.
What is a social media marketing plan
Details: -Goals and actions -Actions tied to objectives -Goals and objectives central to media plan
Coined Podcast term
Hammersley. ipad+broadcasting. apple helped the name stick
SMART based objectives*
S-specific M-measurable A-attainable R-realistic t-time based (12mo)
Traditional Marketing
Simple marketing. involves getting right message to right customer (TV, radio, newspaper, etc.)
Growth of social media marketing
almost 1.5 B users in 2012 now its about 3 B users worldwide
Valid Metrics framework
low engagement-exposure-interact-influence-impact-advocacy-high engagement
content marketing
process of creating and distributing educational and/or compelling content on variety of formats to attract and retain customers
social media marketing
process of gaining website traffic and attention through social media websites. driven by word-of-mouth.
Podcasting
series of episodic digital, audio, or video files. They are downloadable and program driven with a host/theme.