Social media 1 Flashcards
What is social media
Computer- mediated tools that allow people to create, share or exchange information, ideas and pictures, videos to a community
Academic social media definition
Internet-based applications that build on the ideological and technological foundations of web 2.0 that allows for the creation of user generated content
UGC- user generated content?
Various forms of media content that are publicly available and created by end users
Web 2.0
how the internet is changing.
Web 1.0
The first interaction with the internet. Focused on companies’ content producer
Social media is different than other forms of media. How?
Email is different than social media. SM allows for social interaction
Openness and flexible- open to everyone. Types of information can be shared
4 P’s of marketing
- creates (product)
- Communicates (promotion)
- Delivers (place)
- Exchange (price)
Ways marketers use social media
using social media to manage profitable customer relationships
Understanding the marketplace and consumers needs and wants
- new product development
- marketing research
- SM customer insights data
Creating a consumer-centric marketing strategy
segmentation
targeting
positioning
preparing a value-driven marketing program
- 4p’s
Strengthen customer relationships
giveaways, service recovery, costomer relationship, brand personality
total reach
total number of people
Audit
A tool to keep track of our social media.
is there other accounts pretending to be ours?
Tracks progress over time
Purpose: provide managers with a “birds eye view” of what the brand is currently doing across all SM platforms
impressions
amount of times it has come up on one persons feed
Strategic planning
a process of identifying goals and objectives
Deciding how to accomplish these goals with strategies
Strategic process: 1. situational analysis
external analysis
Product category
competitors
strategic process: 2. Goals
- broad category that you want to achieve using social media
Characteristics of our audience
- Understanding audience characteristics has been the cornerstone of marketing for decades
Geographic segmentation
Segmenting markets by region, country, marketsize…
Ex. Geo-fencing- real time locations, apps, content creates are shown in closest proximity (best places to eat near you)
Demographic segmentation
Using common demographic characteristics to group similar consumers
Melbourn metro
Dumb ways to die
Increased in following by 2 mill
saw a decrease in 21% of railroad deaths
psychographic segmentation
slices up the market based upon personality, motives, lifestyles
ex. behaviors, you like snowboarding so that will come up.
behavioral segmentation
divides consumers into groups based upon how they act with brands.
influential segmentation
divides consumers on the degree to which a person influences the decision of others.
follower counts, persuasive characteristics
Social networks
A group of socially relevant nodes connects by one or more relations (ties)
nodes
social enteties, people, organizations
ties
relationships among the nodes (people or members)
measuring the importance of nodes: degree centrality
assigns an importance score based on the number of links held by how many nodes they have
Between centrality
Measures the number of times a node lie is on the shortest path between other nodes
closeness centrality
scores each node based on their closeness to all other nodes within the network
Identity building
understand who we are, who will we become
social connection
people use social media to connect and interact with others
Infotainment
people get their news and entertainment from sm
Audience persona
model that describes our typical customer off of detailed research. this is NOT a real person ex. avitar
renting platform
establishing a presence on a 3rd party social platform
buying
creating our own property social media platform (company owned blog)
Platform audit
A tool helps understand interworkings of SM. risks and benefits
Macro-network- platform audit
site that broadcasts real identity ex. facebook
Micro-networks:platform audit
focus on private messaging ex. whats app
content community-platform audit
Based on sharing specific content ex. insta, youtube
Audience of platform audit
who uses the platform+why
- Geographic, demographic, psychographic, influence
- identity building, social connection, infotainment
Content in platform audit
what kind of content do users create?
what content forms (ex. video, text, photo, gif)
Engagement: how do users engage on platform
most understand actions (ways of endorsing or sharing content) norms
rules that govern behavior on their site
do you heart things (insta), repost things, tweet things…
brands utilize they cites brand integration
assess the number of brands that are using the platform.
Investigate brands that are having success on the platform and brands
Platform fit test
after audit, evaluate if the platform fits the audience and goals
3 major considerations of platform fit test
- audience connections
- brand association
- goal alignment
Brand
Name, symbol, slogan… all fit into the brand elements to stand out “we are different and this is why”
Brand equity
financial or value of brand- differential impact of brand knowledge on consumers response to marketing efforts
Importance of brands on social media
at its core, the brand is a promise of a distinct product, service, or experience
- brands need to attract attention
- Facilitating two-way communication on SM
- Communicating our positioning
- Brands help to move consumers from SM to other brands
Brand portfolios
all the brands managed by the organization
Brand portfolio strategy
specifies the structure and scope, rules, and interrationships
3 brand portfolio structure
- house of brands
- branded house- everything they sell is under one name
- house blend- (coca-cola) other products are using their name, but they also have different products on their own.
Master brands
the corporate brand
Family brand
more than one product category
can be the same as master brand but not always
individual brand
one product category
Assessing the portfolio
Organizations can arrange and organize a social brand with 2 dimensions
first dimension of assessing the portfoilo
- within the platform
- create a social brand portfolio system to avoid overlap and inefficiencies on a specific platform
- Across platform
create a social brand portfolio system that focuses on how each of the platforms can support one another
within platform analysis
brands- disney, walt disney, animation studios, disneyland
Franchises- beauty and the beast, toy story, piretes of Caribbean
characters- mickey mouse, dory, winnie the pooh…
managing a social brand port. when to add brands
Unique purpose
Compliments existing brands- doesnt duplicate
have resources to manage
when to drop brands from SM
- overlap= duplication
- platform fatique- stopped growing
- inefficiecies= the platofrm is not helping achieve goals
Brand personality
the set of human characteristics associated with brand “Absolut vodka is hip, cool “ this old vodka is “intellectual, conservative, older man”
Voice
what the brand says
Behavior
How the brand acts and interacts
design
how the brand looks
exercise: Imagine the brand as a person
what would our brand look like (if it was human)
how old what it be
what would be its hobbies…
