MIDTERM Flashcards
sensory assault
mass accumulation of marketing messages e.g. 500 tv channels. Human attention span has gone down significantly with the prevalence of new technology – average video length 2.7min.
considerations when creating content
- When creating content there needs to be a high quantity of high quality content – optimized for mobile devices.
how we access the internet
- Desktops, laptops, tablets, phones
- 88% of Americans have a cellphone, 57% have a laptop, 19% eBook, 16% tablet
- 91% of people on earth have a phone
- Mobile-first development: companies creating content with the idea that it is going on mobiles first. if it isn’t easily viewed on a phone it won’t have the greatest impact.
rise of mobile
- 91% of people on earth have a mobile phone
- 50% of mobile users use their phones as a primary internet source
attention span
- average attention span of human now 8 seconds
- attention span of goldfish: 9 seconds
- we are exposed to more than 5000 marketing messages per day
- office worker checks email 30x an hour
- video length is 2.7 minutes
- mobile user checks phone 150x a day
- HIGH QUANTITY OF HIGH QUALITY CONTENT - optimised for mobile
social media globally
- Just because something is popular in one country does not mean that they are working on it somewhere else
- Something may be successful in one country but not other parts of the world
Reasons to know about marketing in other countries
- Other countries have different laws about what content is allowed
- Content might have to be in other languages
- Products and campaigns may have different names and creative layouts
- Consumers in other parts of world might use different devices or operating systems
- Your brand might have other competitors in other countries
Social media used in other countries
- china: we chat
- russia: VK
- Japan: line
why invest in social media
- Helps increase sales – used to educate and guide during a brands discovery process
- Channels of influence – consumers are communicating on social media to learn from mutual experiences interacting with specific businesses. This is influencing their purchase and loyalty decisions
- Build brand awareness- social channels provide opportunity to establish brand as a thought leader in a particular area.
- Connect and build loyalty – customers expect real-time, immediate responses to complaints and inquiries
- Be where your audience is – know your audience. Consumers and prospective consumers are communicating on social networks 71% of best-in-class firms consider social media a priority.
*You need to convert clicks to sales
rising trends
- Social media sites are content publishers, not just distributors – brands can publish content on a variety of socials
- Chatbots taking over
- Online communities help brands cut through the crap – difficult to separate high-quality and accurate information from fake or empty content
- Live video means real-time connection right now – people want to do business with other people which allows for a direct line to various points of content.
future of social media
- Search on social media instead of engines
- Reliance on influencers over celebrities
- Shopping
- Social media strategies
- Active social media communitys
social media landscape
- The number of social media users worldwide has grown from 61% from 2016-2020, while average time spent per day has grown by only 13%.
- Use of online platforms, apps varies sometimes widely depending on demographic group
- Timing is important for social media platforms – depends on the platform, regions targeted, goals and how your target audience interacts with posts.
terms
- ROI – ratio of cost per profit. A formula used to calculate probability of an investment (monetary or time spent) e.g. when you think about what something is costing you and you see what you get back from it, is it worth continuing to do.
- Impressions – number of times a post on a page is displayed, whether it is clicked or not. People may see multiple impressions of the same post (what people see).
- Reach – number of people who received impressions of a page post. Reach might be less than impressions since one person can see multiple impressions.
- Engagement – could be a click to a landing page, a reply to a comment – the action someone takes after seeing a post.
- Key performance indicators (KPI’s) – a way to measure the success of projects against business goals e.g. engagement rate, click through rate, downloads
- Retention time – how much time someone is on the page
- Hashtag (#) – makes content discoverable and allows you to find relevant content based on a common theme or interest. Hashtags are trackable.
- Algorithm – determines which piece of content will display on and individual’s news feed – can be based on relevance to the type of content you’ve engaged with/chronological order.
- Style guide – document that provides guidelines for the way your brand must be presented. Can include visual styles i.e. how the brand will look, as well as language styles influencing the way the brand will sound or read. all rules are intended to ensure the consistency of presentation.
demographic
age/gender, location, ethnicity/race, wealth/income, employment status
psychographic
lifestyles, values/interests, brand loyalties, behavior
social employee
- Mark burgess.
- The rise of the social employee – employee who is empowered change agent, skills in social media, engaged and integrated both personally and professionally.
- Everyone has a personal brand that should reflect a company
- Social employees are important because people trust human interaction over advertising/mass produced information.
- Benefits the company as it allows for more authentic branding but also benefits employee because they feel more integrated in the company
- When an employee feels that their role goes beyond transactional means, they are more likely to do better work.
using emojis for social media
- choosing emojis that coincide with brand voice and audience
- not using too many
- can be used like punctuation
- don’t replace words with emojis
- using emoji to keep up with trend
- emojis can lead to a 55% increase in interaction with conten
community
A community is a group of people with shared values, ideas, behaviors and interests
community manager roles
- Ensures participants receive more value than they contribute
- Promote, encourage, and reward productive behaviors
- Facilitate constructive communication when conflict arises
- Is an advocate for the community and its members
- Monitor, measure, report and communicate
- Responsible for sharing the business objectives and the member objectives
- E.g. sending out care packagers for loyal customers
community manager
- Connects directly with consumers. Through this connection, they can provide true consumer insight, quickly, and help build stronger relationships and value proposition for your audience – they know what the consumer is feeling.
- The community manager keeps the conversation going with customers sharing valuable information, managing content, customer service, presence at events
- Provides detailed feedback to the marketing and PR teams to provide insights as to what the public is saying/what they want
community manager skills and attributes
- Skills: communication, ability to match brand’s personality, understanding of human behavior, conflict resolution, project management, moderate technical aptitude
- Attributes; love of people, judgment, tempered enthusiasm, empathy, accessibility, self-awareness
what community managers do
- Behind the scenes work: understanding members, back-channeling (talking with a member of the community privately e.g. DM), building relationships with key members, taking issues offline, working with internal advocates, program planning, collaborating internally, managing technology issues, communicating value and benefits, measuring progress.
community manager v social media manager
- Social media managers: deal with overall strategy and approach to the platform
- Community manager: deal specifically with the communities on the platforms themselves
- The role of social media manager includes tasks like monitoring, overall strategy integration and crafting messaging
- Community manager role includes responding to posts, forwarding questions
- Community manager is the direct link to the consumer
relationship between customer service and community manager
- community managers are not support agents, but it is our job to know what our community is feeling”. Working with support to better understand your customers will only make your community better.
- “often the community believes that social media…communities are a place to ask questions”
KPI’s
- Growth: net new fans, new registrations etc.
- Attrition: unlikes, unfollows
- Engagement (hard metrics)
- # of relationships (size of community)
- # of sign ups
- # of lurkers
social media goals and KPI
- Engagements (likes, comments, shares)
- Audience size and growth
- Click throughs
- Conversions direct and assist
- Share of voice – mentions
- % reduced costs
key takeaways between social media manager v community manager
community manager:
- building a community is a discipline
- the voice of the customer and relationship builder
social media manager
- understanding how social media supports business goals
- curator, creator and news junkie
media and blogger coverage: communicating with the media and gaining coverage
- Obtaining coverage in media publications (TV, radio, podcasts, online, video, newspapers, magazines, online news sites, blogs, etc.) is a great way to spread the word about your business.
- PR coverage is free, third-party validation, which often results in more credibility for your business – earned media
- However with earned media you don’t have control over what someone says about your brand
how do you secure coverage
- connect and develop relationships with influencers in social media
- pitching
- using creative content as an outreach tool (- Content has the ability to showcase your company as an industry thought leader, in addition to having some major SEO, social media and lead generation benefits.
- Something interesting or compelling will make people naturally want to talk about it) - publishing interesting data and research
- promote content in social media
old school press release
- For the media only – mentality of media coverage or bust
- There are nearly 50,000 press releases issued each month
- 2,500 per business day
- 300 per business hour
- One every 12 seconds
inbound marketing/new school release
- Inbound marketing news release is a new way to think about press releases and has a heavy focus on search engine optimization (SEO) and optimizing your releases from a search stand point.
possible goals for creating news releases
- Generating traffic to website
- Getting journalists/bloggers to write about your company’s story
- Publishing “ceremonial announcements” over the wire
- Building inbound links and increasing search engine optimization (SEO) to help your website rank better in google and other search engines.
difference between press release and news release
- Press release: focuses on sharing information about a company’s products and services, events, partnerships or milestones. Press releases hope to generate public interest and media coverage.
- News release: more newsworthy
ways to get most out of press release
- Create fresh content frequently. Don’t stick to boring company announcements like new hires or promotions, write about interesting topics such as features, trends, survey data etc.
- Determine the most appropriate channels for your news releases.
- Measure and iterate/test to optimize future press releases – use analytics to measure number of views ,comments and inbound links for the specific release.
Timing
- Timing is crucial to press distribution
- Days of the week: distribute news release during week days
- Time of day: release early in the day to maximize visibility
- Immediate release: for urgent news, include immediate release at beginning
pitching
- Stay targeted: know the journalist/blogger and the beats and topics he or she covers
- Before you pitch, spend time getting to know their style and topics they write about. Make sure you read their content and where appropriate leave comments
- Don’t pitch the same people repeatedly:
- Brevity is key: the initial pitch should be short, sweet, compelling and highlight the key points you’re trying to make
- Have something interesting to offer
- Personalize it: show target that you’ve done your homework and mention specific reasons why what you have would benefit the reader.
- Help a reporter out (HARO): tool that helps to connect journalist story needs with PR professionals who might be great sources
swot analysis
- SWOT identifies and organization’s internal strengths, weaknesses, opportunities and threats
- It helps the company determine how to allocate resources in a manner that will result in the highest possible potential for revenue growth and profitability
- The management team examines where the company can compete most effectively and where it needs to improve
- Strengths: internal origin (attributes of the organization) – helpful to achieve the objective
- Weaknesses – harmful to achieving the objective
- Opportunities: external origin (attributes of the environment)
- The weaknesses can become threats
owned media
content that originates from your own social accounts. Its what your company owns and is sharing on your social networks e.g. website, blog
paid media
The content that has been purchased to be promoted on a specific channel e.g. promoted tweets and other ads on social networks as well as content from influencer marketing. Paid media is a great supplement to other forms of social media marketing to help expand the reach of these initiatives.
earned media
promotion gained through third parties like members of your community. Earned media is arguably the hardest form to gain but is also considered the most effective. No control over what the member of the press says about you.
owned, paid and earned media characteristics
- There is no single strategy that is the most effective, they have to be working together
- All three forms must be taken into account to build a comprehensive social media ecosystem
- Owned media that you control and paid media that reaches more people will increase earned media which grows authentic and engaging UGC, which will lead more people to owned media bringing social strategy to full circle.
hashtag
- Introduced by Twitter
- Hashtag makes content more discoverable and allows you to find relevant content from other people and businesses
- Hashtag allows to connect with and engage other social media user based on a common theme or interest
- Hashtags are trackable. There are many free tools available to marketers that dig through posts on a platform and find every mention of any search term you request for.
- Can provide with actual insight into the success of content
What really is a hashtag
- Always start with #
- Accounts need to be public or the hashtag content won’t be seen to non-followers
- Don’t have too many words. Best hashtags are short and easy to remember
- Use relevant and specific hashtags. If it is too obscure it likely won’t be used by enough people
- Limit the number of hashtags you use
- Amount of hashtags per post: twitter 1-2, Instagram 10-30, youtube 3-5, tik tok 3-5
six guidelines to help chances of content being shared
- Appeal to your audience’s motivation to connect with each other (not just your brand)
- Tell a story
- Credibility and trust need to be established, which is the cost of getting shares
- Keep the message simple
- Appeal to positive emotions like inspiration, illumination or amusement to build a positive brand connection
- Embed a sense of urgency
responsive web design
- Responds to the needs of the users, the layout changes based on the device a person is viewing it on
engagement
- Engagement is the action someone takes after reading a post e.g. like, comment, retweet
- Engagement involves moving the hearts and minds of your target audience
- Consumer engagement continues to be important in marketing. However it is difficult to measure engagement comprehensively as clicks capture only a small percentage of what the term entails.
- Online engagement metrics are a gauge for interest, but can’t be an accurate indicator of the content’s persuasiveness.
engagement continued
- engagement doesn’t equal persuasion
- Focus on business objectives to measure the effectiveness of marketing efforts
- Utilize high quality content
- Engagement should not be only campaign goal
- Use engagement metrics for creative testing
real time marketing
- Marketing that is based on up to date events.
- Instead of creating a marketing plan in advance and executing it according to a fixed schedule, real time marketing is creating a strategy focused on current, relevant trends, and immediate feedback from customers.
- The goal of real-time marketing is to connect consumers with the product or service that they need now, in the moment.
why is real time marketing important
- Businesses can gather up-to-date information on their target audience. Within minutes, they can convert that info into a marketing message to be shared
- Today’s consumers are all about instant gratification
- “what you have to do, as a brand and an organization, is be able to produce content on a regular basis and make it timely and relevant”.
Realtime marketing example
- Oreo brand releasing a post saying “you can still dunk in the dark” after a power outage in the Superbowl – where everyone was watching and wondering what had gone wrong.h
why is engagement important
- builds community
- increases brand visibility
- promotes customer feedback
- builds trust
- increases conversions
- expands marketing reach
cons of realtime marketing
- can be costly
-requires a lot of resources - not always relevant
- can be insensitive, tone-deaf, offensive
brand voice
brand personality described. E.g. brands can be lively, positive, cynical, witty or professional
brand tone
a subset of your brand’s voice. Tone adds specific flavor to your voice based on factors like audience, situation, and channel.
- There is only one brand voice, there could be different tones
- The numerous tones refine a specific voice
- Voice is a mission statement. Tone is the application of that mission.
why brand voice and tone matter
- They humanize your brand
- The right social media voice can lead others to do the marketing for you
- You cultivate a voice that delights your customers
- Delighted customers talk positively about your brand essentially creating new content
- This content reaches other customers and prospective customers, delivering your brand’s message for you.
brand voice quadrant
- Persona: playful, inspiring, casual, authoritative, warm, professional
- Tone: authentic, honest, humble, personal, direct, academic, witty
- Language: simple, savvy, jargon-filled, fun, serious, whimsical
- Purpose: inform, educate, engage, amuse, motivate, promote, entertaint
importance of demographics
give companies the information they need to determine the size of their target market/what areas they should focus their money
understanding target audience
- Knowing who readers are will allow for the creation of a news release that resonates with them
- In most press releases you reach audience through journalists and media outlets
- Cision one is a great tool to research audience
- Use whatever medium your audience is prevalent on
importance of providing value to an audience
- builds trust
- creates community
- seperates from competitors
