Social Media Marketing
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1 Social Media Marketing
2 Group Activity What is Social Media List what social media means to you In a personal context In a business context If you were to define social media, would your definition vary between the two contexts?
3 Social Media Social media are the means of communication based on interdependent relationships and cooperation among friends and associates Enhanced by the anytime, anywhere benefits of the Web and mobile technologies Built around online communities
4 Figure 1.4 The Evolution of Marketing Communications
5 Socialnomics Stats on Social Media
6 Some Common Reasons for Using Social Media It s trendy It s free It s fast It s Facebook
7 WRONG!!
8 Social media participation is about interacting, participating, engaging, conversing in ways that meet your objectives.
9 Social Media Mess
10 A Starfish
11 A Landscape
12 A Prism
13 The Social Context
14 The Zones of Social Media
15 Media Ownership and Social Media Paid Earned Owned
16 Table 1.2 Types of Media Zone Paid Media Earned Media Owned Media Social community Ads Conversations, Shared content, Influence impressions, Likes, fans Social publishing Social entertainment Endorsements, Branded channels Social game ads Embeds, comments, shares, links, search rankings In-game interactions Social commerce Sales promotions Reviews/ratings Referrals Group buys Social shopping Controlled profiles Corporate blogs, branded media sharing sites Advergames, branded ARGs Social storefronts
17
18 Which Channels?
19 Social Media Policies Determine the culture your company wishes to nurture Consider legal ramifications Separate overall policies from site-specific policies Assess what existing policies can be referenced in the social media policy and which of the policies must be updated to address social media issues
20 The Focus Who does what How they do it What they can t do Why we do it (connected to employee brand)
21 Policy Issues Clarify infringements on company confidential information Ask employees to state that comments are personal opinion and not made on behalf of the company No slanderous or libelous statements should be made No statements which could not be supported with evidence
22 Where Does SMM Planning Fit? Business plan > Marketing plan > IMC plan > SMM plan Plans are blueprints for marketing strategy formulation and implementation. The plan serves as a road map to guide the firm, allocate resources, and make decisions. 3-22
23 What are the Phases of Social Media Marketing Maturity?
24 What Are The Steps in Social Media Marketing Planning? Conduct a situation analysis State objectives Gather target audience insight Select social zones and vehicles Create an experience strategy Establish an activation plan Execute and measure campaign
25 Step 1: Situation Analysis Review the firm s environmental and SWOT analyses. Review the existing marketing plan and any other information that can be obtained about the company and its brands. Review the firm s objectives, strategies, and performance metrics. 3-25
26 Situation Analysis Are there linkages between direct strategy and social? What activities can be tied to social media? What resources can be directed to social? Is the organization prepared for social? Who are our customers? Are they social users? Who are our competitors? What social media activities are they using? What key trends may affect our decisions?
27 Ben Moore s SMM SWOT
28 Step 2: Objectives and Budgeting Task (what is to be accomplished) Measurable quantity (how much) Time frame (by when) 3-28
29 Objectives and Metrics Ensures accountability Demonstrates financial contribution of marketing efforts Helps us to work smarter and more efficiently
30 Develop SMART objectives Specific Measureable Action oriented Realistic Time-lined
31 Sample Objectives Increase market share Increase the number of comments on a blog Increase sales revenue Reduce costs Achieve branding goals Increase database size Achieve customer relationship management goals Improve supply chain management 3-31
32
33 SMM Objectives by Maturity
34 Budgeting for Objectives
35 Budgeting
36 Step 3: Gather Target Audience Insight Which segments should we select to target? In which zones and communities do they participate? How do they use social media? What is important to them? Chapter 3 will tell you more!
37 Ben Moore s Target Market What s important to people who buy paint?
38 Step 4: Select Social Zones Considering our objectives, budget, overall direct strategy and segment insight, which zones should be used and how? Social relationship Social publishing Social entertainment Social commerce 3-38
39 Social Media Zones
40 Social Media Zones and Exemplar Vehicles
41 An Example from Ben Moore
42 Ben Moore: Linking All Media Forms
43 Step 5: Developing an Experience Strategy What are the campaign goals and/or communication tasks? Here the planner reviews these decisions and provides a succinct overview of the goals. What is unique and special about brand s position in the marketplace? Campaign work should leverage the brand s positioning strategy. Who is the target audience? What you want the audience to do. Do you want them to talk to the brand? Create and share content? Is there another group of people who can persuade the target audience to follow them? This group is your influencers. Why would these people want to share your message with others? What s in it for them?
44 Developing an Experience Strategy_2 What are the existing creative assets? How can the brand s creative foster a social experience and be repurposed for social? How can we integrate with other branded media being used by the organization, and how long do we have to execute? What experiences are possible given target market needs and motives, the available channels, and the creative assets? How can we design these experiences to maximize device portability and access? What content will be needed? Comments? Questions and polls? Video? Images? Stories? Apps? How will experience engagement be extended and shared throughout the social channels?
45 An Example from Beall s
46 Activities To Consider
47 Most Popular Channels Among Corporate Leaders
48 Step 6: Activation Plan How do we make the plan happen? Who is responsible? What is the timing? What budget is needed to accomplish each objective? How do we ensure the plan is consistent with our larger objectives? 2009 Pearson Education, Inc. Publishing as Prentice Hall 3-48
49
50 If You Are Serious Make a Plan
51
52
53 Channels By Goals & Time Needed
54
55
56 Step 7: Manage and Measure What metrics will allow us to assess effectiveness? How will we collect the data to assess?
57 The Social Media Policy Standards of conduct Disclosure requirements Standards for posting corporate information
58 WOMMA Disclosure Form
59 Social Media Structure Centralized structure (e.g., Ford) Distributed structure (e.g., Twelp Force) Combination structure (e.g., IBM)
60 A Look at the Zones
61 Zone of Social Community
62 Social Communities Zone Presence indicators enable individuals to project an identity more vividly to others within a community. These indicators include: Availability icons: icons that indicate whether a member is online and available for chat Mood icons: icons that function much like emoticons, enabling members to indicate mood Friend lists: lists of friends within the network Status updates: posts to the sites newsfeed; posts are shared with friends in the network 62-5
63 Social Networking Sites Status Casting occurs when you broadcast updates to your news feed or activity stream. Activity streams are the news feeds or wall (as it s known in Facebook) social networks use to establish an ongoing point of connection between network nodes A nudge is a tool for reminding someone to socialize 63-5
64 Characteristics of Social Networking Sites Social networking sites typically vary in terms of three important dimensions: 1. Audience and degree of specialization 2. The social objects that mediate the relationships among members 3. Degree of decentralization or openness 64-5
65 Audience Specialization Social networking sites can be internal or external. Internal social network provides a method of communication and collaboration that is more dynamic and interactive External social network is open to people who are not affiliated with the site s sponsor. Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 65-5
66 Marketing Applications in the Social Community Zone Paid Media in Social Communities Earned Media and Brand Engagement User-Generated Content Campaigns 66-5
67 Paid Media in Social Communities Social ads are online display ads that incorporate user data in the ad or in the targeting of the ad and enable some form of social interaction within the ad unit or landing page. There are three variations on social ads: A social engagement ad contains ad creative (image and text) along with an option to encourage the viewer to engage with the brand (e.g., clickable Like button). A social context ad includes ad creative, an engagement device, and personalized referral content from people in the viewer s network. Organic social ads are shared on a person s activity stream following a brand interaction (such as liking the brand).
68 Examples of Facebook Social Ads Nielsen/Facebook Report: The Value of Social Media Ad Impressions, April 20, 2010, URL:
69 Media Relationships
70 Earned Media and Brand Engagement Earned reach (the breadth and quality of contact with users) gained when people share positive brand opinions and branded content with others is invaluable because of the influence attributed to individual, personalized brand endorsements. Influence posts occur when an opinion leader publishes brand-relevant content such as a blog post in social media.
71
72 Social Presence: Brands as Relationship Nodes Brands may create a brand profile within selected social networking communities. In this way, the brand acts as a node in the network s social graph. The fan base is an indicator of the brand s success in establishing a known presence within a community. Return on emotion (conceptually) assesses the extent to which a brand has delivered a value in exchange for the emotional attachment fans have awarded it. Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 72-5
73 Characteristics of Social Fans Emotional engagement Self-identification Cultural competence Auxiliary consumption Production
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