Social media 2 Flashcards
content marketing
a form of non-traditional marketing communication
Why should we avoid posting large amounts of content on social media platforms?
This can cause a clutter on the users feed and then they wont want to follow you anymore
What is social content?
Platform appropriate content designed for audience engaement and sharing
What is the difference between an implicit and explicit share proposition on social media?
What are the three major components of any piece of social content?
Message- the key message to communicate
voice- expressing the message in a way that’s consistent with our brand personality
Share proposition: why should our audience share this
Social development content
-Data driven content
– Co-created content
– Curated content
Data-driven content
leverages audience, platform, and brand new creative content. this is where social media listening can become important for content creation
Co-created conent
working with others to create content.
Give us more content, potentially cuts down on operational expenses
Curated content
Selecting and framing the content of others.
curating can be useful source of content, especially when our budget is limited
limitation: we will lack ownership of original content
Paid digital media
Promotional channels paid for by the organization (tv, radio, print, digital ads…
Owned digital media
promotional channels owned by the organization (firms, websites, corporate blogs, firm social media pages, firm events)
Earned digital media
media channels not paid for or controlled by the organization (tv mentions, newspaper stories, blog entries, social media posts by consumers/media)
to help figure out how we can reach our customers, we first need to understand the various media assets at our disposal:
Organic (owned)
Sponsored (paid)
Shared(Earned)
Influencer (paid)
Organic media assets
Distribution of messages through the firms official social media platforms.
this is a form of owned media in which the channels of distribution are controlled by the organization
Advantages of organic media assets
Cost- aside from resources to create the content in the first place, the cost of distribution is zero.
Control: the firm can control everything from the text to the visual content
Disadvantages of organic media assets
need high quality/quantity audience
- without an audience this asset has less value
Organic reach is difficult
- some platforms put barriers to reach followers organically
What are shared media assets
Distribution of messages through the firms audiences
Customers liking, commenting or sharing
Advantages of shared media assets
Trust- people trust recommendations from real people
network effect- takes advantage of network effects where the message is being circulated for free
disadvantages of shared media assets
control- brands have little control over how the audience will react
Sponsored media assets
Distribution of the firms message through paid advertising. Ad products and cost of advertising varies depending on the platform
Sponsored Assets
Ad products to help brands overcome the challenges of organic reach
What is A/B testing
Randomized experimental approach tests different versions of SM posts to see which performs better
Integrated marketing communications
Attention, interest, desire, action
SM marketing campaign
Coordination SM marketing efforts to communicate with a target audience to achieve a marketing or business goal.
Designing SM campaigns
you need to establish goals, choose campaign type, identify target audience…
3 categories of social media campaigns
On-platform campaigns
cross-platform campaigns
trans-media campaigns
On-platform campaigns
may use a wide variety of distribution methods, organic posts, social media ads, influences but all on ONE PLATFORM
cross-platform campaigns
use multiple social platforms to distribute content. combining assets across platforms can be useful in reinforcing key messages in a cluttered market
trans-media campaigns
campaigns that integrate other media platforms with social media to increase reach and engagement
3 steps in Implementing a SM marketing campaign
Launch, expansion, interation
Launching
Promoting
Expansion
Monitor, new content, additional media assets, expland the platforms, incentives for participation
Iteration
Maintain campaign, adjust campaign, conclude
Campaign grids
Having a SM campaign grid can help organize
Content calendar
schedule/ plan for publishing content
Viral Marketing campaigns (VMC)
Often, many organizations rely on viral processes to launch new products
Who do we select as initial seeds
influence characteristics: network position
brand enthusiasts,
Network position
Hub: high numbers of connections
Social media activity
Pumps: highly socially active
Viral coefficient (k)
Invitations sent current customer x conversion rate
Social media return on investment (ROI)
Profit
———- x 100 = ROI
Investments
SM campaign achieved 10 mill total impressions. it costs $20,000 to manage the campaign. to buy the same amount of impressions for digital banner ads it would cost $100,000 what is the ROI?
100,000- 20,0000
———————— x 100 = 400% ROI
20,000
