Chapter 20 Flashcards
Social Media
online media where users submit comments, photos, & videos-often accompanied by a feedback process to identify “popular topics”
Social Network
a single social media site w/ millions of users interacting with each other
Ex: Instagram, Facebook, Pinterest, Twitter, LinkedIn
User-generated Content (UGC)
any form of online media content that is publicly available & created by consumers or end users
Ex: Videos, blogs, discussion forum posts, digital images, audio files, & related content
To Qualify as UGC, Content Must Satisfy Three Basic Criteria
- It’s published either on a publicly accessible website or on a social media site, so it is not simply an email
- It shows a significant degree of original or creative effort, so it’s more than simply posting a newspaper article on a personal blog without editing/comments
- It’s consumer-generated by an individual outside of a professional or commercial org
Classifying Social Media is Based On Two Factors
Media Richness
Self-disclosure
Media Richness
the degree of acoustic, visual, & personal contact b/w two communication partners
Ex: Face-to-face communications being higher in media richness than telephone/email communications
› The higher the media richness & quality of presentation, the greater the social influence that communication partners have on each other’s behavior
Self-disclosure
the degree to which an individual shares his/her thoughts, feelings, likes, & dislikes when engaged in a social interaction
› Greater self-disclosure is likely to increase one’s influence on those reached
Influencer Marketing
the practice of focusing on the identification & recruitment of influencers to advocate a company’s products, servs, & brands rather than focusing exclusively on prospective buyers
Recruiting Influencers
involves a firm partnering with individuals who are willing & able to effectively engage their followers with a company’s products, servs, or brand
Influencers are compensated based in part on their
number of followers
Social Commerce
involves the use of social media (notably Facebook, Instagram, & Pinterest) to browse & buy online without going to a company’s website to conduct business
- Focuses on the seller & purchase transactions
Three Ways Influencers are Paid
- Paid outright
- Given free products/servs
- Reimbursed for their expenses in creating/posting content
Social Shopping
involves the use of social network services/websites by consumers to share their latest purchases, deals, coupons, product reviews, want lists, & other shopping finds with friends & contacts
-Individuals are influenced by their peers’ purchases/reccomendations, which can greatly influence purchase decisions
- Focuses on the user/buyer shopping experience
Social Proof
influence tactic that relies on the tendency people have to behave in a particular way because others are doing so
Six Prominent Social Media
Facebook
Instagram
Twitter
YouTube
Pinterest
LinkedIn
a website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and “likes” with them
Facebook in a Brand Manager’s Strategy
Uses paid ads/sponsored stories
-be creative
-make it familiar, but with a twist
-keep it fresh
-learn users’ passions and let them guide content
Mobile Marketing at Facebook
-Click-Gap Metric
-Newprivacy protections
Business equality resources
-Email Marketing
allows users to upload photos and videos that can be edited with filters, organized with tags and location information, and shared publicly or with approved followers
-instant camera & telegram to create the name Instagram
Instagram in a brand manager’s strategy:
- Photos and video ads
.* “Carousel ads” - combine multiple images to create an ad. - Tell a story
- Show how the product works.
- Use optimization capabilities.
- More than 25 million companies use Instagram.
- Instagram Checkout lets users buy products.
Instagram Account for Business
Define the target market
Post great images & content
Manage the details
enables users to send and receive tweets, messages up to 280 characters long
-based on the principle of followers
Twitter in a Brand Manager’s Strategy
generate brand buzz; follow the twitter profiles; respond to user criticism; tweet on topics of interest/value to consumers
YouTube
a video-sharing website in which users can upload, view, and comment on videos
YouTube in a Brand Manager’s Strategy
-Exploit Visual Aspects of Your Message
-Create a Brand Channel with Key Words
-Use YouTube Analytics to Target Viewers
A pinboard-style photo- and content-sharing website.
Pinterest in a Brand Manager’s Strategy
- 48% of users engage in shopping and finding new products on the website.
- Research what users are already pinning.
- Plan a complementary mix of pinboards.
- Make your pinboard Pinterest- and mobile-friendly.
- Use Pinboards to connect with pinners.
a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople
LinkedIn in a Brand Manager’s Strategy
-Building B2B Image
-Networking with Industry-Related Groups
-Identifying Sales Leads and Locating Vendors
-Direct Advertising at Specific Companies and People
Social Media & User Privacy
Many social media use
(1) info supplied by visitors for their own internal & external marketing purposes &
(2) sell user info to third parties
Social Media Marketing Program
portion of a company’s integrated marketing communications effort designed to create & deliver online media content that attracts viewer attention and encourages readers to share it with their social network
› Its purpose it to reach “active consumers” who will become “influential” & be “delighted” with a brand & its message
Customer Engagement
the degree & depth of brand-focused interactions a customer chooses to perform online with his/her social network
Selecting Social Media
often entails assessing (1) the characteristics of the website’s visitors & (2) the number of users or unique visitors to the website
Selecting Social Media Content
- Dependent on the content’s intended purpose
- How will social media content complement the overall integrated marketing communications effort in creating & sustaining customer enagagement?
- How will the social media content be best conveyed in different social media?
- Based on the characteristics of the one or more market segments a marketer wants to reach with social media
Social Media Content
the information & experience that are directed toward an end user or audience
7 Types of Social Media Content
- educational
- inspirational
- interactive
- connecting
- promotional
- newsworthy
- entertaining
Educational Content
infographics, FAQs, tips/tricks, how-to posts
Inspirational Content
quotes, amazing facts or trivia, personal stories of triumph, and inspirational images
Interactive Content
quizzes and games, polls, virtual reality, and contests
Connecting Content
stories, behind-the-scenes images, and posts that thank fans or ask for opinions and feedback
Promotional Content
promotions, coupons, discounts, customer testimonials, and webinars
Newsworthy Content
latest developments regarding a brand and topical coverage about an industry, product, or service
Entertaining Content
puzzles, viral videos, jokes, and comics
Companies use hashtags (#) to
showcase product, brand, service social media content to create consumer awareness & engagement & user-generated as part of an integrated marketing communications program
-#’s originated on Twitter
Performance measures for social media marketing programs can be divided into
(1) those linked to inputs or costs
(2) those tied to the outputs or revenues resulting from social media
The ideal performance measure for both conventional & social media is one that
ties actual sales revenues to the cost of the ad or other promotion
Performance Measures Linked to Inputs or Costs
Cost per Action (CPA)
Cost per Thousand (CPM)
Cost per Click (CPC)
Cost per Thousand (CPM)
measure ties to the number of times the ad loads and a user might see it—but not whether the user has actually reacted to it
Cost per Click (CPC)
measure gives the rate the advertiser pays every time a visitor clicks on the ad and jumps from that page to the advertiser’s website
Cost per Action (CPA)
measure ties loosely to actual sales—for example, paying $5 for every purchase that originates from an ad, say, on the Facebook site.
Performance Measures linked to Outputs of Revenues
-reflect the two way communications in social media
Users/Members
Fans
Share of Voice
Page Views
Visitors
Unique Visitors
Average Page views per visitor
Interaction Rate
Click through Rate
Fan Source
smart system
a technology and data based network that triggers actions by sensing changes in the real or digital world
The Convergence of Real & Digital Worlds
social commerce technologies
databases & algorithms
apps
Social commerce technologies
converging to change the way that companies engage consumers and the way consumers communicate, shop, and pay for products and services.
Ex: SnapChat created Lens Studio to build augmented reality experiences
Databases & Algorithms
to find prospective customers
Algorithms
models used to query, organize, manipulate, & present data
Apps
small, downloadable software programs that can run on smartphones and tablet devices
Mobile Marketing
the broad set of interactive messaging options that enable organizations to communicate and engage with consumers through any mobile device
Mobile Marketing has led to variety of apps
Price-comparison searches
Location-based promotions
Loyalty Programs
Main Concern with Social Media
Loss of Privacy
Possible Exploitation by unscrupulous marketers
Social Media
Goal is Engagement
Must be a Dialogue
Must be Nimble
Highly Mobile
Need Dedicated Staff
