quiz 1 Flashcards
Inbound marketing (new marketing)
marketing that relies on earning people’s interest instead of buying it e.g. blog, social media, emails
characteristics/benefits of inbound marketing
- Communication is interactive and two-way
- Customers come via search engine, social media
- Marketers provide value
- Marketer seeks to entertain/educate
outbound marketing (old marketing)
marketing that pushes products or services on customers e.g. tv, radio, print.
characteristics/benefits of outbound marketing
- Communication is one way
- Marketer provides little to no added value
- Marketer rarely seeks to entertain or educate
current state of communications and social landscape
- Internet and social media = two-way communication
- Privacy laws that are enforced to protect someone’s data. Social media managers need to know the laws and how they correlate with the company.
- Personal branding
- 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.
- When creating content there needs to be a high quantity of high quality content – optimized for mobile devices.
How we access 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.
HIGH QUANTITY OF HIGH QUALITY CONTENT
The 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.
attention span stats
- average online video 2.7min
- office worker checks email 30x per hour
- mobile suer checks phone 150x day
why 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 community
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.
ROI
RETURN ON INVESTMENT - 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 indicator
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
hastag
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.
social media and the world
- 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
brand voice
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, entertain
community management 101
- Respect, trust and empathy
- The experience is the brand. The experience consumers have from interacting with content is all a part of the brand. – “84% say the experience a company provides is as important as its products and services”.
- Communities add value at all stages of the customer journey
- Post purchase: lower support costs, improve customer satisfaction, capture value from customer data
demographic
age/gender, location, ethnicity/race, wealth/income, employment status
psychographic
lifestyles, values/interests, brand loyalties, behavior
community
- A community is a group of people with shared values, ideas, behaviors and interests
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
- 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
- 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 continued
- 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
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
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
social media goals and kpis
- Engagements (likes, comments, shares)
- Audience size and growth
- Click throughs
- Conversions direct and assist
- Share of voice – mentions
- % reduced costs
community manager role in marketing
- Creating an online social community allows the brand to create their own casual focus group, who they can tap into in and gain insights they never would in formal research
- A community manager also provides a voice to the brand that is speaking ad slogans, but as a human would, which makes it easier to engage in a conversation with consumers.
relationship between customer service and community
- “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”
AI impact on community management
- Community management shifts from basic upkeep to strategic, AI-powered engagement
- AI and data analytics drive personalization, crucial for loyal online communities
- AI-driven content moderation tools enhance online safety
- Community managers play pivotal roles in brand reputation and crisis management
- In 2024, omnichannel engagement and data-backed insights are vital for social media success
- Community managers must continuously adapt and learn to keep up with digital advancements
survey
- A method of gathering information from a sample of individuals
- This “sample” is usually just a fraction of the population being studied
- Not only do surveys have a wide variety of purposes, they also can be conducted in many ways- including over the internet, telephone, by mail, or in person
- In a bona fide survey, the sample is scientifically chosen so that larger results
survey benefits
- Add an element of fun to conversation. People love taking the time to talk about themselves and to share their opinions
- When done properly surveys can: build community engagement, further conversation and leave members more reception to a brands next idea
one question survey
- Asking one question for quick feedback
- Can be yes/no, multiple choice
- E.g. would you recommend us to a friend
improve survey response rates
- Quick: short and sweet will allow for a greater chance for responders to complete it
- Offer incentives: incentives like a small discount or entry into a drawing can help ensure respondents complete the survey
- Buy a targeted audience: you can purchase access to an audience who meets specific demographic criteria for your survey. It’s a great way to get targeted responses from a specific group.
