Social Media Marketing

Social media

are online media where users submit comments, photos, videos.
? Often accompanied with feedback process to identify popular topics.
? Online conversation among people about a subject of mutual interest.

Social network

a single social media site like Facebook, YouTube, etc.

Social Media Marketing (SMM)

refers to the process of gaining website traffic or attention through social media sites
Efforts are centered around creating content that attracts attention and encourages users to consume it socially
? Disseminate a corporate message from one user to an

Social" Activities are Largely Focused on "Content

Social Marketing Teams are focused on content creation

A company is defined not only by what it says about itself, but also about what others say about them

true

Important aspects of SMM?

� 1. Creating buzz, videos, tweets or blog entries that may become viral.
� 2. Building ways that enable fans of a brand to promote a message themselves.
� 3. Based around online conversations.
� 4. Part of a larger media ecosystem of owned,
paid and earn

Paid media

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

owned media

Corporate web site, campaign microsite, blog, brand community, Facebook fan page, mobile
-CUSTOMERS

Earned media

Word of mouth, Facebook comments, Twitter (@mentions, @replies), vines, blogs, forums, review sites

The Seven 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

Social Media Myth #1: Social Media Is Just A Fad

�Instead, social media is:
�Founded in community, socialization, and word-
of-mouth marketing
�Based on a stable premise that people are social and want to connect with other people
�Related to technological evolution that continues to provide new and att

Social Media Myth #2:
Social Media Is Just For The Young

� Instead, the reality is:
� Older users are among the fastest growing
demographics on most social media sites
YouTube - 18 to 55, evenly divided between males and females
Facebook - 61% of those 35 to 54 and 48% of people over 55 have Facebook pages
� Us

Social Media Myth #3: There Is No Return In Social Media Marketing

� Instead, social media returns are:
� Difficult to measure, and many businesses do
not currently measure their social media efforts
� A frequent topic for conferences of online marketing experts
� Measured in a variety of different ways such as: savings

Social Media Myth #4: Social Media Marketing isn't right for this business
� Instead, social media marketing:
� Is just as relevant to B2B companies as to
B2C firms
� Has a powerful ability to drive word-of- mouth or recommendations from friends
� Influen

� Instead, social media marketing:
� Is just as relevant to B2B companies as to
B2C firms
� Has a powerful ability to drive word-of- mouth or recommendations from friends
� Influences search as a resource because
search results frequently include social
m

Social Media Myth #5:
Social Media Marketing Is New

� Instead, what's new is:
� Technology and media are changing the role social, behavioral, and economic concepts play in modern marketing efforts
� Underlying premise is WOM
� Conversations are now public, online, and viewable for the indefinite future

Social Media Myth #6:
Social Media Is Too Time-consuming
� Three key ways to limit the time investment in social media marketing:

1. Look for underutilized employees who can spend some of their time on social media marketing
2.Leverage efficiency tools top streamline social media efforts
3.Use mobile devices to boost efficiency

Social Media Myth #7: Social Media Is Free
While most sites do not have a fee for usage, costs include:

� Time and resources
� Fees for producing and creating content
� Fees for consultants or agencies involved in building and executing the social media strategy

The History of SMM

Social media has reached critical mass. � 73% of adults in the U.S. have a profile on a
social network.

Traditional Approach

-Controls content seen by audience
-one-way communication
-Domineering approach
-Exclusivity agreements

Social Media Approach

-Emphasizes audience contribution
-two way communication
-Discussion approach
-trust building

Several aspects distinguish SMM from 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.

Careers in SMM

� Blogger
� Community manager
� Digital media manager
� Director, social media marketing � Engagement manager
� Interactive media associate
� Social media account executive

Characteristics of a Successful Social Media Marketer

� Good communication skills
� Able to engage with a diverse group � Being a good listener
� Good writing skills
� Working knowledge of computers and the Internet
� Programming not required
� Knowledge of search marketing desirable
� Proficiency on at leas

Best Practices for SMM

� 1. Begin with a strategy backed by a SMM plan. � 2. Be honest and transparent in all your social
media efforts.
� 3. Identify your target audience, and understand its media behavior before you begin.
� 4. Welcome participation and feedback from your aud

ADVANTAGES of SMM

Lots of customers located in the same place (e.g., Facebook ~1.1 billion active users)
Relatively inexpensive compared to traditional forms of marketing (e.g., TV, radio, and print advertisements)
Can easily obtain personal information about customers for

DISADVANTAGES of SMM

Negative message can go viral
Marketing campaign can backfire(e.g., McDonald's #McDStoriesTwitter campaign
Difficult to measure the success of social media marketing!

What is a SMM Plan?

A 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
� Without integrated strategies and solid SMM plans, there is

SMM Planning Cycle

Continuous cycle
Listening, setting Goals, defining Strategies, identifying target audience, selecting tools/ selecting platforms and channels, implement, monitor, tuning and so on

Listening and Observe: Five Stages

� 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

Dell Reinvents Itself Through Social Media

� The end goal is not just to become a better social communicator but to conduct business
more productively, evolving from a twentieth-century enterprise into a twenty- first-century "socialprise.

Setting Goals and Objectives

� Goals must be flexible in light of new developments.
? Unintended benefits may be discovered � Vista Print

Setting Goals

Define the desired outcome such as:
brand building
Coke's Social Media campaign
increasing customer satisfaction - Vista prints
driving word-of-mouth recommendations
producing new product ideas
generating leads - email, ebooks, white papers & webinars
han

The valid metrics framework

1. Exposure-opportunity to attend to content
2. Engagement-interaction with content
3. influence- ability to change opinion or behavior
4. Impact- effect on the target audience
5. Advocacy- suggest action to another user

The SMART standard for judging the quality of goals and objectives at any level

1.Specific
2. Measurable
3. Achievable
4. Realistic
5. Time delimited

The 8 C's of strategy development

1. Categorize social media platforms by target relevancy

Comprehend

the rules of the road on the platform by listening and learning how to behave, successfully spark conversation, and engage the participants

Converse

by acknowledging and responding to other users of the platform, always remembering to be a contributor, not a promoter

Collaborate

with platforms members as a means of establishing a mutually beneficial relationship with the platform participants

contribute

content to build reputation and become a valued member, helping to improve the community

Connect

with the influencers so that you can enlist them to help shape opinions about your product or service

community

participation (and creation) can elicit valuable consumer suggestions for improving products and services

convert

relationships built in social media to the behaviors specified in the objectives

call to action.

In order to measure success, you must define what someone's desired action would be

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

WOM (word of mouth)

leading purchase influence in four different countries

Best Practices 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

What is 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

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.

Steps in targeting SMM campaigns

1. Define target audience and segments
2. Create personas for each segment
3, develop media plan for each targeted segment
4. optimize media schedule and posts

define target audience and segments

demographics
lifestyles
Media use
-internet use behaviors
-mobile use behaviors
-offline use behaviors

Create personas for each segment

-Persona roles
-needs
-behavioral triggers for each role
-messaging objectives for each role

Develop a media plan for each targeted segment

messaging objectives
media mix
media scheduling
Evaluation and more

Optimize media schedule and posts

Best days, times to post
Optimize post for platform

Using big data, marketers can engage in

Behavioral targeting
Connection targeting
� Interest targeting
� Look-alike targeting
� Custom targeting
� Location targeting

Behavioral targeting

based on purchase and search behavior

Connection targeting

based on type of connection to your brand

Interest targeting

based on self-reported interests, Google + collections

Look-alike targeting

- identifies people like the ones who have been targeted successfully

Custom targeting

allows marketers to upload their own email lists

Location targeting

- geo-targeting using mobile
-Send offers while they are in the vicinity of a retail store
-Personalized coupons in store
-Help customer find the location of items in the store

Two important warnings:

? Not all platforms offer all types of targeting
? Advertisers receive new targeting options first; brand name marketers receive them later.

Target audience descriptions become richer:

� Facebook users over 55 years of age - use FB once a week and belong to
one or more travel interest groups
� LinkedIn users in the states of Illinois, Ohio, etc.(SMM conference in Chicago)
� Instagram users who post from Los Angeles beaches over a Labor

The Persona Development Cycle

� Identify personal roles
� List needs and situational triggers
� Create messaging objectives

The Targeting Process in SMM - The Forrester Social Technographics Ladder

This Profile consists of the following personas:
? Creators TOP
? Conversationalists - actively participate in group discussions
? Critics - evaluate and comment on content produced by creators and conversationalists
? Collectors - save favorites on bookm

Once personas and associated messaging objectives are complete, the SM marketer must:

? Choose the media mix.
? Schedule each post on each platform.
? Execute the schedule.
? Follow the reaction to the posts, listening and perhaps replying to at least some of them.

Brand posts are owned media with no advertising costs;

Ads on social media platforms are paid media, usually pay-per-click (PPC) posts

Best Practices for Targeting Branded Posts

� Understand what platforms are used by the target audience and how they are used.
� Optimize content and posting schedule for each platform.
� Use the targeting capabilities of each platform.
� Monitor results on each platform and continue to improve con

Traditional marketing relies heavily on interruption 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

The content of interruption ads 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.

Ads also serve a signaling function

Positive correlation between sellers' continued advertising and quality of product and profitability: Good products make
advertising more profitable

Permission-based 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

permission marketing

? 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.
?

The 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 begi

The 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

People spend time online for 3 reasons

? To connect with people
? To get information, or
? To be entertained
� A successful SM strategy must associate itself with at least one of these 3 reasons