Online communication and social media marketing Flashcards
Online-related aspects of communication:
- Influencer/ blogger relations
- Word-of-Mouth Marketing/ Viral Campaigns
- Social Media Marketing
- Social video
- Online Advertising
- Websites
- Re-targeting
- E-Mail Marketing
- Search Engine Marketing (SEO & SEA)
- Mobile Marketing
Blogger Relations
- Idea: Bloggers are influencers/ market mavens who share personal opinions about a product or brand with a larger group of people
- Perceived as more authentic than advertisers
Blogger Relations – Questions to ask:
Do bloggers/ influencers really have an impact on our behaviour?
- Difficult to disentangle effects of influence in data, certain statistical models overestimate effects
- Homophily can be an alternative explanation (I like what my friends like)
- But: Increase in engagement with product
⇒ Overall still little research! (Aral 2013, HBR)
How does an influencer make money without diluting a carefully crafted “real- girl” or “real-guy” brand?
Influencers typically gained traction because they did not come off as corporate shills. If they clutter people’s feeds with too many sponsored posts or execute those sponsored brands in a way that feels contrived, they might alienate readers…
How has Social Media changed the way in which firms and customers communicate?
What are potential benefits of this new communication model? What are the dangers?
Benefits and Dangers: The Uninvited Brand
- Brands as party-crashers?
- Social media was made for people, not for brands
- Consumers have equal or even more say than marketers in what the brand looks like and how it behaves
- New realities:
- The Age of Connectedness
- The Age of Transparency
- The Age of Criticism
- The Age of Parody
And the Ugly…
Nestle with Kit-Kat, Palm oil, and orang-utans
- Nestléhas the Greenpeace video removed from Youtube based on copyright claims
- Nestléclaims to have cut ties with questionable producer “Sinar Mas” (but actually received most of its palmoil from intermediaries anyways)
- Greenpeace organises Twitter-feed and online petitions against Nestlé.
- Social Media Managers at Nestlé harshly remind Facebook posters that this is their page with their rules.
- Nestlé surrenders and victory celebration of Greenpeace & Social Media users.
General social media content strategies:
Social Media to
Listen to Word-of-Mouth
- Service delivery/ recovery
- Innovation & NPD
Create contagious Content
- Run own campaigns or support user- generated campaigns and make sure they go viral
Service delivery/ recovery:
Social media listening and crisis management
Remember how we talked about crisis management and how it is important to act quickly?
That’s why Social Media Listening is so important!
Innovation & NPD
Innovation & NPD
Run own campaigns or support user-generated campaigns and make sure they go viral
Some things that were the topic of conversation in 2017…
Why is virality so desirable for firms?
Virality functions on mechanisms of (electronic) Word-of-Mouth:
(Electronic) Word-of-Mouth has a huge impact on consumer behaviour. Virality is the mechanism that makes people talk about and share some contents rather than others.
JonahBerger’s “recipe”for virality:
According to Berger’s research,
there are six characteristics that make things go viral.
- Social currency
- Triggers
- Emotion
- Public
- Practical value
- Stories
Social currency
People care about how they look to others and will share content that make them seem smart, cool, and in-the-know.
- Find and stress inner remarkability of product/ brand
- Make people feel like insiders
Triggers
“Top-of-mind means tip-of-tongue”.
- Consider the context
- Make sure people are triggered to think about your product or idea
Emotion
“When we care we share”
- Focus on feelings
- Use high-arousal emotions (humour, awe, anger) rather than low-arousal emotions (relaxation, sadness)
Public
“Built to show, built to grow”
- The more public something is, the more likely people are to imitate it
- Design products and campaigns that advertise themselves and that create behavioural residue
Practical Value
“News you can use”
- Useful things get shared
- Package knowledge so people can pass it on easily
Stories
Rich cultural history of storytelling
- Wrap your message into a narrative or story that people want to tell
