Chapter 7 : Social, Mobile and Local marketing Flashcards
What are the 5 different steps of the social marketing process?
The 5 steps in the social marketing process are:
- Fan acquisition = attract users to your message or brand
- Engagement = encourage (new) users to interact or engage with the content
- Amplification = multiplier-effect, you want people to share your message
- Community = some people even evolve into a community around a particular brand. This is a stable group of people that engage in your brand over a long period of time.
- Brand strength (or sales) = Goal
What typical Facebook marketing tools exist and how can results be measures? Link the latter to the stages of the social marketing process!
Some typical Facebook marketing tools are functionalities such as:
- Reaction buttons –> Geared towards amplification
- Brand pages –> Geared towards engagement and community building
- Facebook live –> Geared towards fan acquisition and engagement
In order to look at the effectiveness of these tools, we have to look at them from the social marketing process. The results can be measured as follows:
- Fan acquisition (impressions) = Number of people exposed to your message (impressions), the percentage of those exposed who become fans based on likes, …
- Engagement (conversion rate) = Number of posts, comments, and responses. Number of views of content. Number of likes per viewer, …
- Amplification (reach) = Percentage of likes, shares, or posts compared to others (the rate at which users share your content).
- Community (interaction) = the monly interaction rate, the average monthly on-site minutes, …
- Brand strength/sales = The percentage (or revenue) of your online sales that is generated by Facebook links compared to other platforms.
What typical Twitter marketing tools exist and how can results be measures? Link the latter to the stages of the social marketing process!
Some typical Twitter marketing tools are functionalities such as:
- Promoted tweets
- Promoted trends
- Promoted accounts
- Mobile ads
- Sharing, retweeting –> Amplification
- …
In order to look at the effectiveness of these tools, we have to look at them from the social marketing process. The results can be measured as follows:
- Fan acquisition (impressions) = number of people exposed to your promoted tweets, number of followers and monthly growth, …
- Engagement (conversion rate) = Number of comments, resposes, and retweets. Number of views on brand page. Number of users that respond to contests, …
- Amplification (reach) = The rate at which fans retweet or otherwise share your tweets.
- Community (interaction) = Monthly interaction rate, ratio of positive to negative tweets, …
- Brand strength/sales = Number of leads generated, Visitor/lead rate (number of visitors that become leads), The percentage (or revenue) of your online sales that is generated by Facebook links compared to other platforms, …
What typical Pinterest marketing tools exist and how can results be measures? Link the latter to the stages of the social marketing process!
Some typical Pinterest marketing tools are functionalities such as:
- Rich pins, promoted pins, cinematic pins Buyable pins
- Promoted video
- Pin it and follow buttons
- Pin as display ad
- Integration with other social networks (AMPLIFICATION)
In order to look at the effectiveness of these tools, we have to look at them from the social marketing process. The results can be measured as follows:
- Fan acquisition (impressions) = the nuumber of people exposed to your pins, number of followers and the rate of growth, number of people that pinned your content, …
- Engagement (conversion rate) = number of minutes on average fans stay on your brand or product pages, the rate of pins per post or other content, …
- Amplification = the rate at which fans share your pinned photos by sharing or repinning to their own or others’ boards.
- Community (interaction) = monthly interaction rate with your content, average monthly onsite minutes for all fans, ratio of positive to negative comments, …
- Brand strength/sales = percentage of pinterest-sourced customer purchases compared to other sources of customers (conversion ratio), percentage of your online sales that are generated by pinterest links compared to other platforms, …
