social media marketing
the use of social media platforms to positively influence consumers toward a website, company, brand, product, or service
a conversion
the typical end goal of social media marketing such as the purchase of a product, subscription to a newsletter, or some other desirable consumer action
artificial intelligence, reposition of channels for a digital future, shopper marketing, search is evolving, increase in consumer-generated content
what are the trends in social media marketing?
1) email
2) spam
3) spam blockers
4) legislation to prevent spam
how has marketing changed because of the technological advances in connectivity?
ownership and disruptive experiene
what were the problems with spam from the consumers POV?
traditional approach
news paper, magazine, radio, print, billboards
marketers control the content being seen, a very one way form of communication
digital approach
email, mobile, websites, digital display advertising, social media
emphasizes audience contribution and more discussion based approach
anger, high vs low barriers, people love to be the first to know
what are the motivations to engage?
fueling the fire
the more we learn the more we want to keep digging (piling on effect, building momentum)
energized by the drama
people are excited by the progress of collaboration and want to be a part of the continued efforts
1) if you give people more of a reason to do something, they will do more of it
2) if you make it easier for people to do something, they will do more of it
what are the economic laws?
playing nice with others, continuous learning, marketing moves fast and is increasingly complex, only constant is change
how does a marketing department function?
chief marketing technologist
the person charged with making sense of all these technologies and strategically figures out which one to use in the organization
pace layering
concept that there are certain foundational things that shouldn't be changed due to risk (systems of record, systems of differentiation, systems of innovation)
objectives, goals, strategy, tactics, audience
components of a digital marketing strategic plan?
objevtives
what do you want to accomplish
goals
how will you measure success?
strategy
how will you accomplish it?
tactics
what channels will you use?
audience
who are you trying to reach?
listen, set goals, define strategies, identify target audience, select tools, implement, monitor, tune
parts of the social medial planning cycle (8)
strength
the likelihood that a brand is being talked about on the social web
sentiment
the ratio of generally positive to generally negative comments on the social web
passion
the likelihood that people who talk about the brand online will do so repeatedly
reach/influence
the number of unique individuals talking about the brand divided by the number of mentions
identify personal rolls, list needs and situational triggers, create messaging objectives
the persona development cycle