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Part 1

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Understanding social media

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How social media came out

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_ The term "social media" is sometimes used interchangeably with the terms "Web 2.0" and "user-generated content"—two concepts that are the foundations of today's social media _ the content can be modified continuously by all users in a participatory fashion, such as with blogs and wikis.

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Blog

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_ A blog—a contraction of "web log"—is a web page that serves as a publicly accessible personal journal and online forum for an individual or organization. _ monitor blogs to gain insights into customer complaints and suggestions _

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Wiki

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_ is a website whose content is created and edited by the ongoing collaboration of end users—such as generating and improving new-product ideas. _

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User-generated content (UGC)

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_ "user-generated content" was common by 2005 and covers all the ways people can use social imedia _ refers to the various forms of online media content that are publicly available and created by end users. _ 3 criteria (book)

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Classifying social media

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2 factors: 1. Media richness: This involves the degree of acoustic, visual, and personal contact between two communication partners—face-to-face communications, say, being higher in media richness than telephone or e-mail communications. 2. Self-disclosure: In any type of social interaction, individuals want to make a positive impression to achieve a favorable image with others. This favorable image is affected by the degree of self-disclosure about a person's thoughts, feelings, likes, and dislikes

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Social media

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_ are online media where users submit comments, photos, and videos—often accompanied by a feedback process to identify "popular" topics. _ Business firms also refer to social media as "consumer-generated media." _ A single social media site with millions of users interacting with each other, like Facebook, Twitter, LinkedIn, and YouTube, is referred to as a social network.

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Social vs traditional media

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1. Ability to reach both large and niche audiences 2. Expense and access: 3. Training and number of people involved 4. Time to delivery: 5. Permanence 6. Credibility and social authority:

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Part 2

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A look at four important social networks

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Facebook

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_ is the first choice among people seeking to create and maintain online connections with others by using photos, videos, and short text entries. _ is a website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and "likes" with them. _ Pages—some of the latter maintained by organizations as a means of advertising.

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Facebook in a brand manager's strategy

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_ Facebook Pages were created as a method for brand managers to generate awareness for their product, service, or brand within Facebook. _ information is generally public and cataloged by search engines so brand managers can identify influencers within their customer base _ To generate new customers and increase traffic to their Facebook Pages, brand managers can use paid ads and sponsored stories within the Facebook advertising platform

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Advantage of using fb

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_ the content can migrate into Facebook conversations among friends—to the delight of advertisers.

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Challenge of using fb

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_ to post content that will generate the best response _ Suggestion: 1. Be creative 2. Make it familiar, but with a twist 3. Keep it fresh 4. Learn users' passions and let them guide content _ Gaining meaningful user loyalty enables a company to target promotional offers to its best customers.

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Launching a new social media network using facebook

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_ elements seek to connect with fans, generate conversations, and help measure the success of the Facebook Page: 1. Profile and cover image 2. People like this 3. Facebook Page Posts _ Facebook offers its business customers a variety of ad templates that help measure the results of an ad, such as "Page Likes" (chosen by StuffDOT) or "Clicks to Website." _ uses Facebook's "App Install" template to inform and encourage people to download the StuffDOT app.

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Updating Facebook

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_ Some recent updates include: 1. Ads on mobiles device 2. Customizing Facebook's News Feed 3. Hashtag roll-out 4. Recent purchase of the WhatsApp and Oculus companies for over $20 billion

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Twitter

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_ a website that enables users to send and receive tweets, messages up to 140 characters long. _ based on the principle of "followers." _ Because of its short message length, the ease of posting and receiving tweets, and its convenience on a smartphone, _ Can be you as a listening device to gather feedback

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Twitter in a Brand Manager's Strategy

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_ With the 140-character limit on tweets, brand managers cannot expect extensive comments on their brands. _ But they can use social media management tools like TweetDeck or HootSuite to see what Twitter users are saying—good and bad—about both their own brands and competitive ones. 3 Strategies for listening to and interacting with current and potential customers: 3 ways

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Linkedln

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_ main purpose is professional networking and job searching _ is a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople. _ These businesspeople are also called connections. _

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Linkedln in a Brand Manager's Strategy

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_ use LinkedIn to promote their brand in subtle ways. _ This is done mainly for business-to-business (B2B) image building and networking with industry-related groups. _ brand managers can demonstrate the organization's expertise and create and moderate discussion groups. _ potentially beneficial to their company—more than twice that for Facebook, Twitter, or YouTube. _ Brand managers use to identify sales leads and locate vendors. _ Sales representatives often use LinkedIn to see the profiles of purchasing personnel or managers with whom they are meeting.

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Inkedln in a college senior's job search

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_ key ideas for building an attention-getting LinkedIn profile for students looking for jobs: (6 ideas) _ avoid these 10 most overused 2013 buzzwords: responsible, strategic, creative, effective, patient, expert, organizational, driven, innovative, analytical.

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Youtube

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_ a video-sharing website in which users can upload, view, and comment on videos _ uses streaming video technology to display user-generated video content that includes movie and TV clips, music videos, and original videos developed by amateurs. _ YouTube redesigns its home page periodically to provide a more organized structure to steer users to "channels," rather than simply encourage them to browse like in YouTube also redesigned the format for its YouTube channels.the past. _ YouTube also redesigned the format for its YouTube channels. These channels serve as home pages for organizations and individuals and allow them to upload their own videos, as well as post and share videos created by others

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Youtube in a brand manager's strategy

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_ offers great opportunity for a brand manager to produce and show a video that explains the benefits of a complex product. _ offers a program to help small businesses create video ads on its social network _ Small businesses can now buy and manage key words for their video ads on YouTube _ Guidelines: 3 ways _ In 2014, YouTube started guaranteeing its audience size to advertisers

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Part 3

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Integrating social media into today's marketing strategies

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Important differences in the communication process

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_ Traditional media like magazine or TV ads generally use one-way communication from sender to receiver _ Social media deliberately seek to ensure that the message does not end with an individual receiver. Instead, the goal is to reach "active receivers," those who will become "influentials" and be "delighted" with the brand advertised. These customers will then become "evangelists," _ Success in social media marketing relies heavily on the ability of a marketing program to convert passive "receivers" of the message to active "evangelists" who will spread favorable messages about the brand

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Select and use social network

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entails assessing (1) the characteristics of these visitors: _ Both marketing research organizations and the social networks themselves provide user profile data for the social media to help brand managers choose among them (2) the number of users or unique visitors to the website: _ compares the unique visitors and visits in the U.S. _ Unique visitors is a measure of popularity, each visitor being counted only once. _ Visits is a measure of loyalty, multiple visits by the same visitor being included in the count.

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Role of the PepsiCo Brand manager

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_ composes title, copy, and images or photos for the social network ad. _ specifies the web address to which its ad should link based on the brand's social media marketing goals. _ To increase awareness and build up a fan base, she might link the ad to the PepsiCo website or its Facebook, Twitter, or Pinterest sites. _ link the ad to a coupon code, a specific product on the PepsiCo website, or other promotional offer. _ defines the characteristics of the one or more market segments (demographic) _ adds factors like relationship status and user interests

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Role of social media

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_ are less likely than traditional print ads to have a marketing objective of immediate sales. _ because social network images are often on the screen for only seconds _ likely goal is to have viewers go to the advertiser's website and post it on their Facebook Pages or forward it to friends. _ to gain viewers' attention for a few extra seconds.

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In choosing social media

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brand managers must assess the potential sales likely to result compared to a campaign using traditional media.

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Performance measures for social media

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(1) those linked to inputs or costs (2) those tied to the outputs or revenues resulting from social media. The result has been an emergence of many new performance measures, often requiring a whole new language.

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Performance Measures Linked to Inputs or costs

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_ CPM: measure ties to the number of times the ad loads and a user might see it—but not whether the user has actually reacted to it. _ CPC: measure gives the rate the advertiser pays, say to Facebook, every time a visitor clicks on the ad and jumps from that page to the advertiser's website. _ CPA: measure ties loosely to actual sales. this CPA measure most closely ties the cost of the social media ad to the sales revenues the ad generates.

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Performance Measures Linked to Output or Revenue

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_ doing reflect the two-way communications present in social media. _ often tie to output results in terms of "fans," "friends," "followers," or "visitors" to a social network site, which can be a first step to estimating the sales revenue generated.

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Some way to measure Output or revenue:: general - specific

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_ Users/members _ Fans _ Share of voice _ Page views _ Unique visitors _ Average Page Views per visitor = View / visitors _ Interaction rate (like or comment) = interaction / total people _ Click-Through Rate (CTR): Percentage of recipients who have clicked on a link on the Page to visit a specific site _ Fan Source: where a social network following comes from Sales revenues resulting from social media do not appear in these

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Advantage of social media

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_ communities can form around ideas and commonalities, regardless of the physical location of their members. _ Larger sites - majority traffic _ Small networks - more successful

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_ a virtual pinboard and content-sharing social network, allows people to "pin" or share images of their favorite things such as clothing, craft ideas, home décor, and recipes.

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Lesson for brand managers

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Watch for opportunities to manage luck Use both traditional and social media

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Part 4

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The future: Social media + Smartphone + Exotic App

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"Mirror worlds" or "Smart systems"

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Trends in marketing's use of social media reflect are really the convergence of the real and digital worlds.

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Smart system

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is a computer-based network that triggers actions by sensing changes in the real or digital world.

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Convergence of real and digital worlds

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is the result of a proliferation of interlinked smartphones, tablet devices, sensors, special identification tags, databases, algorithms, apps, and other elements _ Element helps explain this concept: 1. Smartphones 2. Databases and algorithm 3. Apps

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Exotic algorithms

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models used to query, organize, manipulate, and present data.

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Apps (mobile apps or applications)

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_ small, downloadable software programs that run on smartphones and tablet devices. _

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Successful video games

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(1) build on a huge personal-rewards psychology for players; (2) can be played on the small smartphone screens; (3) top the most-downloaded charts of Apple iOS, Google, Android, and Facebook; and (4) often use a "freemium strategy"—where the download is free but users pay for extra features, such as for ways to speed up the game.

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Candy Crush

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It's better with friends It never ends It makes the player feel special It lets a player - sort of - cheat It's challenging

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Mobile marketing has led to important smartphones apps

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Price-comparison searches Location-based promotions Loyalty programs _ Case huge challenge for brick and mortar retailers

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Clear point of difference in mobile marketing

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its unique ability to empower users by connecting with them individually and continuously—learning about their likes and personal characteristics and sharing this information with online friends and (often) marketers selling products.

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A consumer purchase where sensors have some control

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A vending machine scans your face to identify your age and sex and changes its display and—in the future—may give you a quantity discount for buying two of your favorite candy bars (it knows about your Facebook "likes") while showing an electronic dinner coupon for a nearby restaurant if you appear between 7:00 and 9:00 P.M. this evening. Privacy problem + unusual convience

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A customer purchase where the buyer controls all

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Provides quick spur of the moment opportunity for grocery shopping Buy grocery by phone China Korea

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Privacy problem

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Customers are being tracked Customer use privacy technologies to take online steps to remove or mask their digital data

Busi 330 Chap 16 – Flashcards

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