Lecture 17 Social Media Marketing Flashcards
What are 6 advantages of SMM?
Targeted and personal Interactive Immediate and timely Real-time marketing Cost effective Engagement and social sharing capabilities
What is SMM?
Social Media Marketing
How can SMM be interactive?
Engage in conversation with customers for both positive feedback and complaints
What is meant by real-time marketing?
Engage with customers anytime, anywhere
Why is engagement and social sharing capabilities and advantages of SMM?
It increases customer involvement with the brand
What are 5 disadvantages of SMM?
Companies are still experimenting with social media Social networks are consumer controlled Social media campaigns can backfire Revenge hashtags (bashtags) Hard to meaure results
Why is it a problem that companies are still experimenting with social media?
It is not always clear what works and what doesn’t work
Why is it a problem that social networks are user controlled?
Consumers control what they engage with online
What happens if social media campaigns backfire?
Firms cannot control the narrative
What are advantages of TV marketing?
Good mass-marketing coverage
Low cost per exposure
Appeals to senses
What are limitations of TV marketing?
High absolute costs, high clutter, fleeting exposure, less audience selectivity
What are advantages of online, mobile and social media marketing?
Focus on individuals and customer communities, immediacy, personalisation, interaction and engagement capabilities, social sharing power, low cost
What are the limitations of online, mobile and social media marketing?
Potentially narrow impact
Difficult to administer and control; the audience usually controls the content and exposure
What are the advantages with newspapers?
Flexibility, timelessness, good local market coverage, broad acceptability, high believability
What are the limitations with newspapers?
Short life, poor reproduction quality, small pass-along audience
What are the advantages of direct mail?
High audience selectivity, flexibility, no ad competition within the same medium and high believability
What are the disadvantages of direct mail?
Relatively high cost per exposure
Junk mail image
What are advantages of magazines?
High demographic and geographic selectivity, credibility and prestige, high quality reproduction, long life and good pass along readership
What are limitations of magazines?
Long ad purchase lead time, high cost and no guarantee of position
What are the advantages of radio?
Good local acceptance, high geographic and demographic selectivity and a low cost
What are the limitations of radio?
Audio only, fleeting exposure, low attention, fragmented audiences
What are the advantages of outdoor marketing?
Flexibility, high repeat exposure, low cost, low message competition, good personal selectvity
What are the limitations of outdoor marketing?
Little audience selectivity, creative limitations
What are the two ways in which marketers engage with social media?
Use existing social media platforms
Create their own social media platform
What do social media sites serve as?
Brand communities
What is a brand community?
“A specialised, non-geographically bound community based on a structures set of social relationships among admirers of a brand. it is specialised because at its centre is a branded good or service…Brand communities are participants in the brand’s larger social construction and play a vital role in the brand’s ultimate legacy” (Muniz and O’Guinn, 2001, p412)
How did the Blackberry social media campaign backfire?
In 2015 Blackberry tweeted an image of their newest phone from an iphone
What are the advantages of niche/ special interest social media sites?
Consumers who follow niche social media communities are much more engaged
What do niche/ special interest social media sites do?
They cater to the needs of specific, smaller communities
They are social media networks for people with similar hobbies and interests
What can be potentially more critical than the content used by marketers?
Deciding which media to use for an ad campaign
What should not be used in isolation?
SMM
What should SMM be integrated across?
All platforms
How should social media be conceptualised as?
“an ecosystem of related elements involving both digital and traditional media” (Hanna et al., 2011 p 265)
How should SMM focus on platforms?
It should focus on each platform individually.
Where is relationship in the social media matrix?
Customised message, profile based
What is relationship in the social media matrix?
Allowing users to connect, reconnect, communicate and build relationships
Where is collaboration on the social media matrix?
Customised message, content based
What is collaboration in the social media matrix?
Allowing users to collaboratively find answers, advice, help and reach consensus
Where is self-media in the social media matrix?
Broadcast message, profile based
What is self-media in the social media matrix?
Allowing users to broadcast their updates and others to follow
Where are creative outlets in the social media matrix?
Broadcast message, content based
What are creative outlets in the social media matrix?
Allowing users to share their interest, creativity, and hobbies with each other
What are the 10 basic needs for social media marketing?
Autonomy Competence Relatedness Physical thriving Security Self-esteem Self-actualization Pleasure-stimulation Money-luxury Popularity-influence
What is buzz marketing?
Cultivating opinion leaders for brands
